Wayfair

Wayfair broadens reach and gains
more loyal customers.

The furniture and décor retailer attracted more highly engaged customers,
growing Apple Search Ads installs by 400 per cent year on year.

Goals

  • Reach more engaged customers.
  • Drive more installs.
  • Maximise campaign efficiency.

Strategy

  • Adjust keyword bidding based on performance.
  • Broaden campaign reach to all relevant users.
  • Re-engage former customers.

Results

  • 400 per cent increase year on year in new Apple Search Ads downloads.
  • 250 per cent improvement on ROAS.
  • More than 50 per cent increase in downloads after removing audience refinements.

Wayfair engages the right home décor
enthusiasts with Apple Search Ads.

Since 2002, Wayfair has been reinventing the way people shop for home products. In 2014, Wayfair launched an app for iOS, making it easier for customers on the go to browse and purchase over 18 million products. Today, augmented and virtual reality features let shoppers place 3D furniture into their own spaces, test layouts and get inspired.

To drive customer growth on mobile across the US, Canada, Germany and the UK, the Wayfair team needed to diversify their acquisition strategy. They wanted to increase brand engagement and attract incremental, quality downloads while maintaining cost efficiency.

Optimise keywords to scale growth.

To attract more customers, the Wayfair team leveraged keyword-level insights and evaluated performance at a granular level. They identified a subset of top performing keywords based on return on ad spend (ROAS), removed less efficient search terms, and adjusted bids accordingly to capitalise on the most relevant keywords.

“We found that certain keywords drove higher install rates but lower engagement and vice versa, which was an insight that helped us optimise our bidding strategy,” says Katie Lynch, Associate Director of App Marketing at Wayfair.

Through this refined strategy, Wayfair improved overall ROAS by 250 per cent, driving substantial install growth and unlocking additional scale. The team plans to implement a similar strategy in new markets and with the apps for their other lifestyle brands, Birch Lane and Joss & Main.

Broaden reach by minimising audience refinements.

To connect with the widest audience possible, Wayfair removed all audience refinements, helping them reach more customers, including those with the Limit Ad Tracking (LAT On) setting enabled. This approach felt like a risk initially, so the team started by testing it first on competitive keyword campaigns. “Including all users paid off. We reached the most potential customers and downloads increased by over 50 per cent while maintaining our ROI targets,” says Lynch.

In addition to growing and diversifying Wayfair’s mobile customer base, customers acquired through Apple Search Ads were highly engaged. They demonstrated substantially higher sign-in rates and repeat visit rates compared with shoppers from other platforms. “We increased our installs from Apple Search Ads by 400 per cent year on year, and attracted more shoppers who demonstrated stronger intent,” shares Lynch.

Re-engage to drive continued success.

Wayfair plans to reconnect with lapsed customers by expanding its investment with Apple Search Ads. “We are now finding that redownloads can help us re-introduce former users to our new features and improved app experience,” Lynch says. The team aims to leverage this winning strategy across their full portfolio of apps, as well as in additional markets.

We increased our installs from Apple Search Ads by 400 per cent year on year, and attracted more shoppers who demonstrated stronger intent.

Katie Lynch, Wayfair

Company snapshot

  • Wayfair
  • Shopping category
  • Founded in 2002
  • Based in Boston, Massachusetts, USA