EfDeco.gr is the official e-commerce store of Efklidis S.A., a Greek furniture and home decor company with a heritage dating back to 1954. With a strong focus on quality, functionality, and timeless aesthetics, EfDeco offers a wide range of indoor furniture and decorative items, combining Greek craftsmanship with carefully selected imports that follow modern interior design trends.
As the brand expanded its digital presence, EfDeco aimed to transform its online store into a complete destination for furniture and home styling — offering curated collections, customization options, and a seamless purchasing experience, even for high-value and bulky products.
Awards
The Challenge
The primary objective was clear: increase online sales and overall e-commerce performance in a highly competitive and demanding market.
However, the existing setup presented several major challenges:
- Strong competition from established furniture brands and marketplace-driven (Skroutz-based) e-shops
- High-ticket, bulky products (sofas, dining tables, custom furniture) that are traditionally difficult to sell online
- User hesitation caused by price, delivery complexity, and lack of physical interaction
- A geographically centralized physical presence (headquarters and showroom in Kozani), creating concerns around fast delivery and customer support nationwide
- Limited flexibility in creating promotional landing pages and campaign-specific user journeys
The challenge was not only to drive traffic, but to build trust, reduce friction, and convert users in a complex e-commerce environment.
Our Approach
Website Redesign & E-Commerce Infrastructure
We began with a full rebuild of the e-shop, replacing the legacy Magento 1 setup with a modern, scalable infrastructure based on Keyvos, developed by Infocube.
Our focus extended beyond design, placing strong emphasis on performance, flexibility, and long-term scalability:
- Improved site architecture and category structure to support large inventories and complex product filtering
- Enhanced navigation through mega menus and dynamic categories, improving product discovery
- Conversion-focused checkout optimization to reduce cart abandonment and simplify the purchasing process
- Fast implementation of new features and integrations, including Klarna (Buy Now, Pay Later – 3 installments without a credit card)
- Performance-oriented development prioritizing speed, stability, and extensibility
Product Personalization & UX Innovation
To address one of the biggest barriers in furniture e-commerce, we developed a real-time product personalization experience.
Users can configure furniture by selecting:
- Dimensions
- Fabrics and colors
- Design details and accessories
Pricing and delivery time are calculated instantly, increasing transparency, user confidence, and purchase intent — especially for custom-made products.
Marketing Infrastructure & Performance Strategy
Meta Ads (Full Funnel Strategy)
We implemented a full-funnel Meta Ads strategy, covering Awareness, Consideration, and Conversion stages, including Advantage+ Catalogue Campaigns.
Key optimization pillars included:
- Broad, Custom & Lookalike audience structures
- Advanced product feed optimization with custom labels, enabling flexible campaign segmentation and promotional filtering
- Creative and offer-based testing frameworks aligned with funnel stages
- Conversion API integration, ensuring accurate attribution and data stability in a privacy-first environment
Google Ads (Search & Performance Max)
We restructured the Google Ads account with a performance-first mindset:
- Long-term phrase match keyword strategies aligned with category-level user intent
- Advanced audience layering and feed-based optimizations
- Full adoption of Performance Max campaigns, combined with smart bidding strategies
- Best-practice implementation across extensions, custom landing pages, enhanced conversions, responsive ads, and multiple conversion actions
This allowed scalable growth while maintaining strong efficiency metrics.
Email Marketing & Lifecycle Automation
Email marketing played a supporting role in conversion and retention through:
- A complete newsletter strategy
- Welcome flows for new users
- Cart Abandonment automations, reinforcing paid media efforts and recovering lost revenue
Results
During the period 2021–2022, EfDeco.gr achieved strong YoY growth compared to the previous year.
Google Analytics
- +256.90% increase in online orders
- +425.37% increase in online revenue
- +380.63% increase in e-commerce conversion rate
Meta Ads
- +63.47% increase in advertising spend
- +35.77% increase in ROAS
- +94.80% increase in orders
- +121.95% increase in online revenue
Google Ads
- +34.03% increase in advertising spend
- +93.83% increase in ROAS
- +700.13% increase in conversions
- +159.92% increase in online revenue
key takeaway
Scaling furniture e-commerce requires more than advertising spend. By combining robust technology, conversion-driven UX, advanced personalization, and data-led performance marketing, EfDeco successfully transformed its online store into a scalable growth engine.
The result is a future-proof e-commerce platform capable of competing with major brands and marketplaces — while supporting long-term, sustainable growth across performance, operations, and customer experience.
