Sürton×VisionAgency
We took over performance advertising and creative production for a furniture brand selling modular shelving, coffee tables and nightstands. Moving from single items to room sets grew average order value and revenue.
About the brand
Sürton is a furniture brand selling modular shelving systems, coffee tables, nightstands and TV units through its own e-commerce site, shipping across Türkiye. Advertising had previously been dedicated to promoting only the cheapest items in the catalogue.
When we took over, average order value was stuck at €14, the bottom band of the range: ads showed nothing but individual coffee tables and nightstands. Three-piece living room and bedroom sets appeared in no campaign at all, so the high-margin products received no share of spend.
Why they chose us
What the brand wanted from Vision Agency was not more orders but more revenue per order. In furniture, shipping and assembly costs are fixed per order, so low-basket orders left no profit. We therefore rebuilt the campaign structure around set selling.
- Lift average order value clearly above the €14 band
- Put sets and combinations at the centre of the advertising
- Raise click-through rate while keeping cost per click controlled
The challenges we faced
The problem was not traffic volume; visitors arrived, bought the cheapest single item and left. We grouped it under four headings:
Ads Sold Single Items
Every creative showed one coffee table or one nightstand. Visitors never met a proposition that furnished a whole room, so they bought a single piece and left, holding average order value at the €14 band.
Sets Did Not Exist On Site
Three-piece living room and bedroom sets were not defined as a separate collection on the website. Users arriving from an ad had to walk through categories one by one to assemble a set, and most left before doing so.
Shipping Costs Ate The Margin
In furniture, shipping and assembly cost stays fixed per order. On a €14 order that cost consumed most of the gross margin, so ad spend did not return in a healthy way.
Size And Assembly Questions Went Unanswered
Dimensions, materials and assembly details were scattered across the product page. Users who clicked an ad could not find those answers and left the site without adding anything to the cart.
4-phase structure
We built the set collection first, then tested set creative against single items, concentrated budget on the winning approach, and finally refreshed creative on a regular cycle while showing existing customers the piece that completes their set.
Building The Set Collection
We created three-piece set pages on the site for the living room and bedroom, gathering dimensions, materials and assembly details into a single block. The product catalogue was then reconnected to Meta with this new collection.
Set Versus Single Item Test
We ran two ad sets against the same audience: one showing a single coffee table, the other a three-piece living room set. For three weeks we compared click-through rate, average order value and cost per order.
Scaling The Set Approach
Set ads lifted average order value markedly, so the bulk of the budget moved there. Single items stayed live only in the retargeting layer, as a complementary-piece suggestion.
Creative Refresh And Complementary Sales
As the set ads scaled, the same creative began to lose performance, so we regularly shot new room setups and repeated the winning narrative across other rooms. For customers who had bought a single piece we opened a retargeting layer showing the item that completes their set, which supported margin on a fixed shipping cost.
What we achieved together
Over four months the account delivered 1.4 million impressions and 32,200 clicks, with cost per click held at €0.022. Moving to set selling brought ROAS to 4.2x.
CTR Increase
+108%
from 1.1% to 2.3%
Impressions
1,4M
Cost per Click
€0.022
ROAS
4,2x
Advertising And Sales
- Impressions reached 1.4 million over the four-month period.
- Click-through rate climbed from 1.1% to 2.3%.
- Cost per click was held at the €0.022 level.
- The period closed with 112 orders.
What We Learned
- Growing average order value delivers revenue cheaper than buying new traffic.
- Running set ads without a set page lowers the conversion rate.
- Gathering size and assembly details in one block increases add-to-cart.
- Single items work better in retargeting as a complementary suggestion.
In furniture, growth came from adding a second and third piece to the same order, not from buying more clicks.