Treehouse Supplies Grows Homepage Conversions 128.5% and Returning Customers 144%

Treehouse Supplies had a loyal niche and too many marketing options to choose from. With one clear plan in place, homepage conversions rose 128.5% and the returning customer rate climbed 144%.

Overview

Treehouse Supplies is an e-commerce company that sells treehouse hardware and building supplies to DIY builders and treehouse enthusiasts. It runs its store on Shopify. Its owners operate several related companies and wanted growth that came from the business itself, through organic channels first.

The company knew its products and its customers. What it needed was direction. Treehouse Supplies had worked with agencies before, and those engagements hadn't delivered. The owners partnered with Rockstarr & Moon to build a multi-channel plan with results they could measure.

Selling online gives a company dozens of places to spend time and money. Email, Pinterest, Meta, Google Shopping, affiliates, and the website itself all compete for attention. Markets shift, and the right answer shifts with them.

Treehouse Supplies felt the weight of every one of those choices. The team was unsure which platforms and methods would work and didn't know whether to focus on email, social, or something else. It was a textbook case of analysis paralysis. Without a clear direction, it was hard to build a strategy that would lift engagement and sales.

The store had technical problems too. In Google Merchant Center, 38% of the items in the shopping feed were disapproved because of a watermark and promotional overlay issue on product images. That kept a large share of the catalog out of Google Shopping. The owners preferred organic growth, so any paid spend had to earn its place. After earlier agency engagements that fell short, they wanted an expert team that could fix the foundation and show measurable results.

The Solution: Pick the Right Channels, Fix the Foundation, Bring Customers Back

Treehouse Supplies put its products, its niche expertise, and its community of builders behind one plan that tied every channel to a measurable result.

Rebuilt the homepage around how buyers shop.

Treehouse Supplies redesigned and optimized its website, starting with the homepage. Products are now organized by category, so a builder looking for a specific piece of hardware can find it faster. A clearer path from homepage to product means fewer visitors leave before they buy.

Turned Pinterest and Meta into product showrooms.

Building a treehouse is a visual project, and builders go looking for ideas. Treehouse Supplies set up product catalogs and posts on Pinterest and Meta and kept product tagging consistent on Pinterest. Every inspiring image could now lead straight to the product that makes it possible.

Gave the community a reason to build together.

Treehouse Supplies created DIY Treehouse Wars, a building competition for its own customers. The campaign ran through email and social, re-engaged existing customers, and gave the brand's community something to rally around.

Brought former customers back with email.

Treehouse Supplies launched email campaigns and monthly newsletters aimed at re-engaging past buyers, so the brand stayed in front of builders between projects.

Overhauled the affiliate program.

Treehouse Supplies gave its affiliate program a complete refresh. A stronger program gave partners more reason to promote the brand and gave the company another steady source of sales.

Fixed paid media from the feed up.

With Rockstarr & Moon managing its Google Performance Max and Shopping campaigns, Treehouse Supplies fixed the Merchant Center feed disapprovals that had kept products out of Shopping results. On Meta, the company ran retargeting to existing customer lists, so ad dollars went toward people who already knew and trusted the brand.

The homepage redesign changed how visitors moved through the store. With products organized by category, buyers found what they needed faster, and the homepage conversion rate rose 128.5%.

Pinterest became a major source of attention. The catalog and tagging work drove 1 million monthly impressions, and Treehouse Supplies saw a notable increase in sales in the first month.

DIY Treehouse Wars gave the community a moment to gather around. On launch day, sales rose 122%. The competition reached existing customers through email and social, and it built a sense of community around the brand.

Returning customers became the headline. The competition, the newsletters, and the Meta retargeting all reached past buyers, and the returning customer rate climbed 144%. As the Treehouse Supplies marketing team put it on an August 2023 call: "We've doubled this returning rate, double. It's huge."

On the paid side, fixing the Merchant Center disapprovals put more of the catalog back in front of Google Shopping buyers, and Meta retargeting focused spend on existing customers.

The refreshed affiliate program added another engine, with affiliate sales up 105%.

Treehouse Supplies needed to know which channels mattered and how they worked together. Once the plan was clear, each piece supported the next: the homepage converted the traffic Pinterest sent, email and the competition brought past buyers back, and paid media reached people who already trusted the brand.

Most of these wins came through owned and organic channels: the website, Pinterest, email, and affiliates. That matched how the owners wanted to grow.

The biggest gain was loyalty. A store that wins back its own customers spends less to grow, and every returning builder is proof the products and the brand earned a second purchase.

What This Means for You

If you sell online and every channel feels like a coin toss, the fix is a plan, followed by a store that makes buying easy. Treehouse Supplies shows what happens when a business stops guessing and starts bringing its customers back.