John Louis Home Uses Customer Journey to Earn 57% More Sales Value

“Our products aren’t impulse buys. It can take a customer weeks or even months from first touch to final purchase. We needed to see the whole journey, not just the final step. WhatConverts unlocked that for us.”

Case Study

• Agency: John Louis Home
• Industry: E-commerce Home Goods
• Software: WhatConverts

When John Louis Home brought its marketing in-house, they weren’t just looking for better performance — they needed better visibility. The problem? Their existing tools couldn’t show how customers really moved from interest to purchase. Enter WhatConverts.

The Challenge: No Way to Track the Full Customer Journey

For over two decades, John Louis Home carved out a niche in DIY home organization with solid wood closet systems. But as the brand shifted from a retailer-only model to full-scale e-commerce, the complexity of its customer journey created new challenges.

Using outside agencies limited what they could see. While basic metrics like clicks and traffic were visible, deeper questions went unanswered:

• What led a customer to finally buy?
• Did free sample or design requests turn into sales?
• Which ads were actually driving conversions?

Without that insight, they were flying blind — and likely overspending in the process.

The Solution: Clarity and Control with WhatConverts

“The biggest shift was understanding the in-between — the steps customers take before they buy. That changed how we allocate our ad budget, how we follow up, and how we measure success.”

The turning point came when the company hired a dedicated marketing lead and brought WhatConverts into their stack. Their goal was simple: track every meaningful customer interaction, online and off.

WhatConverts offered the perfect solution thanks to its complete customer journey and its insightful reporting.

Complete Customer Journey

With WhatConverts, John Louis Home could zoom in on any lead to discover exactly which marketing they interacted with, going back to their very first click.

Not only did this customer journey visibility help them understand what marketing was actually attracting leads. But it also gave detailed insights into how their customers were navigating through their content.

• Were users engaging with their guides and help articles?
• How much more likely was a user to buy if they interacted with their educational content?
• What marketing led past customers to return for another purchase?

These were questions John Louis Home could now answer by:

1. Viewing the Lead Details page of the lead they wanted to analyze
2. Analyzing the Customer Journey (which also shows Sales Value by transaction)
3. Collecting insights (ex., this return customer responded so well to the appreciation email that they made another purchase just minutes later)

Insightful Reporting

In addition to the complete customer journey visibility, WhatConverts also let John Louis Home gather aggregate insights from their leads.

For example, they could use a Quick Report from the Lead Manager to see breakdowns of sales value generated by landing pages.

They could also run more detailed reports like sales value by source/medium.

With these two insight sources combined, John Louis Home could make more strategic marketing decisions based on hard data.

The Results: Marketing That Moves with the Customer

“It’s not about spending more. It’s about spending with purpose.”

With WhatConverts in place, John Louis Home built a marketing strategy that responds to real customer behavior, not assumptions. This strategy helped them improve targeting thanks to a clearer customer journey, boost efficiency while reducing wasted ad spend, and unlock true ROI reporting.

As a result, John Louis Home achieved the following standout results:

• Increase of 57% in Sales Value and 10% in value per lead in 1 year
• 68% increase in Quotable Leads
• Crystal clear view into every stage of the customer journey

And while many companies chase higher ROAS, John Louis Home focused on smarter spend.

Conclusion: From Gut Feel to Data-Driven Confidence

For brands with long sales cycles or complex journeys, clarity is power. With WhatConverts, John Louis Home didn’t just gain data — they gained the ability to act on it. And that shift from guesswork to strategy continues to shape their growth.

Want to see what kind of ROI you can achieve? Start your free 14-day trial of WhatConverts today!