Tile Factory Outlet needed less wasted traffic, not more traffic
Tile Factory Outlet imports premium tiles directly from manufacturers and sells at outlet prices, in-store and online. Strong offer, real demand, and significant traffic from paid campaigns.
The website was not turning enough of that demand into the thing that matters for a tile business: quote requests.
This account draws on WP Creative’s published TFO delivery record. Reported outcomes describe that engagement; they are not a forecast for another website.
The result, in three numbers
+75.1% quote requests.
Reported for the first six months. The public case does not state the comparison denominator or attribution method.
Backend clean-up.
The published account describes unused-plugin removal and desktop/mobile performance work.
A fortnightly care rhythm.
The work combined technical support, content briefs and search improvements.
Source: WP Creative case study data, 2024. TFO also drew significant traffic from paid campaigns, and the record does not split paid from organic visits or show ad spend across the period. Read these as the combined result of the website work and the marketing around it, not the website alone.
The commercial problem
When you pay for every click, a weak website is a tax on the media budget.
A free audit made the situation clear. TFO lacked reliable WordPress support, so updates and changes were delayed. Plugins, theme and WordPress itself were out of date and needed constant attention. There was no ERP integration, which meant manual processes behind the scenes. And the number of indexed pages had dropped sharply, which left organic search shrinking just as paid search was doing the heavy lifting.
The marketing team was stuck between campaigns that worked and a website that held them back.
The call we made
1. Quick wins before big bets. Month one was not about chasing competitive keywords or a redesign. It was about understanding the site and the domain, then fixing the user experience and SEO issues that would pay back fastest.
2. Clean the backend. Unused plugins removed, desktop and mobile speed improved, and a routine maintenance plan put in place so the site stayed secure and current.
3. Then build search properly. On-page optimisation, detailed content briefs and targeted backlink acquisition, aimed at recovering the visibility TFO had lost.
4. Put it on a rhythm. A bi-weekly care plan, so campaigns launch on time and issues are fixed before the marketing team has to chase them.
“Before you buy more traffic, find out where the traffic you already pay for is leaking. The cheapest growth is usually after the click.”
Nirmal
What changed
| Metric | Before | After |
|---|---|---|
| Quote requests | Comparison base not stated in the public case | Reported +75.1% in the first six months |
The quote request number is the one I care about. Traffic is a means. A tile retailer is paid in quotes that turn into orders.
In their words
“The team at WP Creative are fantastic to work with. We trust them to keep our website running smoothly and they are extremely responsive whenever we need support, every question or issue we raise is addressed quickly and thoroughly.
They also take the time to understand our business, going above and beyond to provide insight and solutions that align with our business goals. We’re extremely happy with their service and wouldn’t hesitate to recommend WP Creative to anyone looking for reliable and professional support.” Laura Franco, Tile Factory Outlet (TFO)
What I learned
1. Pick the metric that pays the bills. For TFO that is quote requests. Report it first and let traffic support the story.
2. Check channels before claiming attribution. The source mentions significant paid traffic but does not split the result by channel or publish ad spend. Website work alone cannot take credit for the combined change.
3. Sequence the work. A technical clean-up and a maintainable release rhythm can support the larger content programme. The public record does not prove which single change caused the quote increase.
Work with me
Paying for traffic that doesn’t turn into enquiries? Let’s find where it leaks. The care plan behind this result is what my team runs as website support and maintenance, and if the store itself needs rebuilding, start with e-commerce website design in Sydney. More results like this are in my case studies.
Run your site through PostCliq, my free tool for spotting potential revenue leaks after the click.