Case Studies / Fall Into Pumpkins
Case Study
Fall Into Pumpkins: Ecommerce Growth
131%
more revenue
full season, July to October
1 in 3
first-season customers
came back and ordered again
64%
of package revenue
from the top two tiers, up from 49%
The problem
You build the premium version of your product, put it on the site next to the entry option, and watch customers pick the cheap one. The price list says one thing about the business. The order history says another.
Fall Into Pumpkins designs and installs fall porch displays, founded in 2024 and heading into its second season. It sold four packages, from delivery only up to a fully designed and installed display, and most orders landed in the bottom half of that range. The business was mostly selling the cheaper versions of its own work.
Approach
- Stop leading with the cheapest thing on the menu. The safe move for a young business is to put the lowest price in front, win the order and hope to upgrade people later. The store was rebuilt the other way, around the packages that include design and installation, with the add-ons presented as part of the display rather than as extras at checkout. The risk was real: move the entry tier out of the spotlight and you can lose the customers who were only ever going to buy it.
- A page for each of the 15 towns, not one page listing them all. The shortcut is a single service-area page with the suburb names in a list on it. Each community got its own page instead. It is a great deal more writing, and it is the only version that puts a page about someone’s own town in front of them.
- Open the channels that cost time instead of money. The reflex when orders are thin is to raise the ad budget. Paid spend was not the lever here. Social content ran through the booking window and email went to previous customers, two channels that were close to unused going into the season, and neither of them bills by the click.
Results
The full season, July to October, against the first season
Revenue grew 131% and paying orders grew 153%.
Social content, July 1 to September 9, both seasons
Social visits up 245%
Local landing pages and content, same weeks
Organic search visits up 57%
Email marketing, from a standing start
A channel that delivered almost nothing the previous season brought 533 visits between July 1 and September 9.
Run a seasonal business? See how we market seasonal businesses
Season two against season one
Last season set to 100. Revenue and paying orders: the full season, July to October. Visits: July 1 to September 9.
Revenue
Paying orders
Social visits
Organic search visits
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