Mobility Furniture Company – Enhancing Lead Quality and Conversion Tracking in a Low-Data Environment

Brief

Mobility Furniture Company creates bespoke, life-enhancing furniture for customers with mobility issues – typically older individuals making a high-consideration, one-time purchase.

But the path to purchase is complex: multiple stakeholders, offline sales processes, and an ageing CRM made tracking and optimising media performance a major challenge.

Our brief was clear – improve lead quality, drive more efficient conversions, and create a system where performance could be tracked more reliably across the full journey.

65% improvement in qualified lead efficiency  

Strategy

In a low first-party data environment, we turned to our Receptivity framework to unlock better insight into customer motivations and media timing.

We built detailed personas using real-world signals – from customer reviews and sales call feedback to seasonal trends and behavioural triggers. These personas revealed significant mindset differences among buyers: from those seeking safety and independence to adult children driven by peace of mind.

We then mapped each persona’s journey and aligned creative messaging accordingly – tailoring tone, timing and channel strategy to audience receptivity.

On the technical side, we upgraded their legacy systems and used Zapier to integrate the CRM with Google Analytics (GA4). This enabled us to pass real-time sales data back into Google’s attribution model, unlocking smarter optimisations and clearer ROI tracking.

Results

• 65% improvement in qualified lead efficiency
• 35% increase in ROI
• 50% increase in budget
• Record sales months for four consecutive months

By matching message to mindset – and integrating CRM data into our planning and optimisation workflows – we helped Mobility Furniture Company turn a once-manual marketing process into a scalable, high-performance engine.

Record sales months for four consecutive months