E-Commerce & Catalogue Advertising

Big Ass Slabs is a family operation serving homeowners with timber structures and woodwork enthusiasts with a comprehensive locally-sourced catalogue of slabs.  

They came to me because they needed urgently to deal with a pressing matter: stagnating inventory turnover. To reach their goal, it was necessary to take a holistic approach that made the customer journey a seamless experience at every touchpoint. 

Even though Big Ass Slabs had an existing website, it was not optimized to integrate with leading advertising platforms or showcase the product attributes, making the purchase process inconvenient to navigate. Using Wix as the development platform, I completely redesigned the website to emphasize the e-commerce element, adding new features like filtering by wood type and dimensions. Additionally, deep integration with Meta Pixel and Google Tag Manager allowed for better conversion tracking for advertising and data analysis using GA4.

After finishing the setup for the store, the next step was to attract the right audience and familiarize them with the brand to lead them to a purchase. Connecting their inventory with Google Shopping and Facebook Catalogues using dynamic feeds enabled us to update daily their product availability, which in turn allowed us to create high-relevance ads that linked people right to the product they desired. These efforts were complemented by search ads on Google bottom-of-funnel keywords and by remarketing audiences on Facebook that would progressively warm up potential customers that were harder to convince.

The results: an increase in qualified site traffic and improved average cart value. Moreover, the new website became a valuable asset for omnichannel journeys, with higher foot traffic using the website to check the available inventory before coming to the client's warehouse.