How I'd grow Pabio

June 16, 2021

Pabio allows you to get your apartment fully furnished by an interior designer and rent high-quality furniture on a subscription.

You fill out a questionnaire with your preferences and, based on the floor plan, Pabio generates a photorealistic 3D model of the apartment.

The first thing you see on a landing page is the heading. As a rule of thumb visitors should be able to understand what the product is just by reading it.

“Live in style” tells me nothing. Without context I might think Pabio is a fashion brand or something similar.

Pro tip: to write a great heading you need to ask yourself:

Part 1: Does it tell visitors what the benefit is?

Part 2: Does it let them understand what the product is?

One of the most interesting aspects of their value proposition is getting a dedicated interior designer to create a personalized plan for you.

I’d expect it to be emphasized, but there’s no trace of it (except for a quick mention) - not even in the “How it works” section.

The same is true for pricing, the other big component of the value proposition. There’s no point in having a separate pricing page.

Showing how convenient Pabio is (compared to traditional options) should be immediately visible on the homepage.

Subscription is too big of an ask for a new visitor. So I’d consider how to decrease initial friction and get a foot in the door.

For example, I’d definitely try the service with a single room before committing to the whole apartment redesign.

I’d probably go as far as to refocus the whole website to the conversion goal: selling a subscription for one room. 

More people would sign up and then Pabio could upsell them to the whole apartment package a few weeks/months later (much easier when the audience is warm).

Also, a visitor might not need the furniture now, but they might need it when they move.

They might remember a cool website, but definitely not its name.

Pabio needs to focus on email marketing to stay on top of the mind when the time comes.

Products like Pabio are great for word of mouth. When I get a stylish new living room (without breaking the bank), I want to tell all my friends.

But Pabio can’t just wait and hope. They need to be proactive and find a way to incentivize word of mouth.

They could tell their customers: “Hey, you got your new room! If you share pics or tag us, you’ll be eligible to win another room for free.”

Then, every month, they could pick one lucky winner. The free exposure should be worth more than the cost of the furniture.

They need to rethink their content marketing strategy. When you check their blog, you might think you’re on the wrong site.

They need to write with their potential customers in mind because the goal is to attract potential customers - not other developers.

In the furniture industry, search is a really competitive channel.

There are many websites with high domain authority so Pabio needs to play smart.

They need to create content that targets long-tail keywords with high buying intent.

They can find them without using 3rd party tools by googling a query like “rental furniture cost” and looking at the “People also ask” section.

When you click on one of these questions, more questions will reveal themselves. Go on a journey until you find something good!

Renting furniture isn’t popular yet so the total search volume is limited.

When your product is kinda new and not many people are actively looking for it, having a strong presence on social media becomes a necessity.

The goal is to move them from unaware to ready to buy.

Their IG ads could use some improvements. First, they need a better ad creative to stop the scroll and attract attention.

Secondly (and maybe even most importantly), they need better messaging. This means leading with the value proposition and not with a discount.

Learn marketing from case studies

Every month I pick a new website and write a marketing case study explaining exactly how I’d grow it