Case Study: The Shade Store boosts high-value leads with Surefoot

The Shade Store lifts in-home consultation submits with Surefoot

The Shade Store, a premium custom window-treatment business, faced the challenge of optimizing its lead generation website for a considered, multi-channel buying journey. Their key issue was that not all leads held equal value; consultations, measurements, and swatch requests drove the business differently. Partnering with conversion rate optimization vendor Surefoot, they needed a program that moved beyond just increasing total form submissions to focus on generating higher-quality leads.

Surefoot implemented a data-driven CRO program where every experiment was scored on lead value, not just lead volume. Through user research and A/B testing, they identified changes that shifted the mix of leads toward more valuable types, such as in-home consultations. This approach led to significant wins, including an unspecified lift in consultation submits from a single navigation change, and prevented losses by stopping tests that harmed high-value lead types.

The Shade Store