turning a website rebuild into a growth model for camira fabrics

What began as a website transformation quickly evolved into a strategic, data-driven partnership, enabling Camira Fabrics to enhance its digital performance, streamline user journeys, and expand into new international markets.

the impact

Paid Media

• 2.3 ROAS in the UK
• 87% decrease in CPA
• 188% increase in CTR (from 0.8% to 2.3%)

CRO

• 62.5% experiment success rate (well above the CRO industry norm of 25–30%)
• 19.84% increase in transactions
• 1907% RO1, or 20:1

Ian Burn, Director of Marketing, Camira Fabrics

challenge

Camira was facing several challenges:

• An archaic Kentico website that limited functionality and restricted growth
• Over-reliance on traditional, human-led sales and sample distribution
• Minimal eCommerce presence, with online revenue close to zero
• An unclear customer journey that wasn't targeting their core audience groups
• Strong global operations, but an underdeveloped digital presence in markets like the US

Teams were frustrated, constrained by the platform, and unable to implement ideas effectively, which held back growth and limited opportunities to engage new customers.

Objectives

Initially, the goal was to stabilise and modernise the website. But as the partnership grew, the objectives have evolved:

• Prove digital revenue viability for Camira’s business model
• Grow international visibility and sales, particularly in the US, after growing success in Europe
• Enhance the customer experience across multiple audiences, including designers, architects, transport buyers, and B2B2C niches

Approach

Phase 1 - building solid digital foundations

Our work began with a structured Immersion, Discovery, and Definition (D&D) process, using audience and business insights to inform priority enhancements and optimisations. This ensured that every design and technical decision aligned with Camira’s goals and user needs.

Following this insight-led phase, we rebuilt the website on Umbraco, creating a technically robust, scalable platform with improved navigation and tailored journeys for key customer segments.

Phase 2 - driving performance through experimentation

Once the new site was launched, our focus evolved, shifting towards optimising performance across four key workstreams to help Camira get the most from their new platform, identify new opportunities, and drive digital growth globally.

Market expansion discovery

Identified and explored global positioning opportunities, with a particular focus on the US, EU, and Middle East markets where growth potential remains high.

Digital consultancy

Partnered with Camira to uncover niche opportunities, such as promoting acoustic fabrics to B2C buyers, and to explore innovative tools like 3D and interactive fabric visualisation to reduce sample reliance.

Throughout the process, we opened up fresh ways for Camira to explore opportunities and refine its digital strategy. We immersed ourselves in their world through factory tours, showroom visits, industry events, and workshops to fully understand the people, the pride in their heritage, and the challenges they faced. This collaborative approach built trust and positioned us as an extension of their team.

Results

The impact on Camira’s digital performance has been significant, driving stronger acquisition, higher conversion rates, and a scalable new revenue stream for the business.

Paid

We created and validated a new eCommerce revenue stream, establishing a sustainable, six-figure digital channel that continues to grow month over month.

• 2.3 ROAS in the UK
• 87% decrease in CPA, improving both direct sales as well as sample orders
• 188% increase in CTR, while maintaining stable CPCs

CRO

A rigorous CRO framework helped us improve clarity, reduce friction, and enhance customer flow, resulting in stronger performance across every core conversion point.

• 62.5% experiment success rate (well above the CRO industry norm of 25–30%)
• 19.84% increase in transactions
• 1907% RO1, or 19:1

Beyond the numbers, Camira’s teams now have confidence in their digital platform and the data-led insights to guide their decision-making.

What’s next?

We’re focused on optimising current performance and supporting Camira as they expand into new international markets.

As a key strategic partner, we’ll continue shaping the strategy while delivering the work that drives measurable commercial impact.

If you need a digital partner who can shape your growth strategy and challenge you in the right way to help you meet your ambitious goals, get in touch, and let’s #succeedtogether.