Paramount understood who our market is, who we need to influence, and how to communicate with them. The tone of voice and professionalism were spot-on. I’ve worked with many agencies, and I’ve had no misgivings about working with Paramount, quite the opposite.
About Arighi Bianchi
Arighi Bianchi has been furnishing homes from the same Macclesfield showroom since 1854. Still run by the Bianchi family, now into its fourth and fifth generation, the business has built its reputation on premium furniture, personal service and a showroom experience that has become part of the town’s identity.
The store itself, a Grade II* listed building inspired by Paxton’s Crystal Palace, gives Arighi a level of heritage few furniture retailers can claim. The challenge was making sure that same sense of quality, confidence and character came through online.
From Fragmented Support To One Connected Team
Before working with us, Arighi Bianchi’s online experience was not fully reflecting the quality, confidence and character customers felt in-store. The business had a rich heritage, a premium showroom experience and a refreshed brand direction taking shape, but the website itself was dated, difficult to update without development support, and not doing enough to help customers discover products easily.
Website development and marketing were also being handled by separate specialist agencies, with the Arighi team often acting as the link between them. That meant ideas such as paid campaign landing pages, SEO recommendations or CRO improvements naturally required more coordination before they could be planned, approved and delivered.
We proposed a full Shopify rebuild led by our design and development team, with CRO considered from the start and aligned with the SEO, paid media and email activity already running. Instead of separate conversations across separate teams, Arighi would have one connected roadmap across the website, brand and marketing.
Increase conversion rate
70
An increase of 0.13 percentage points, showing that the new site and marketing activity were working together more effectively. Paid media, SEO and email helped bring the right visitors in, while the improved shopping experience helped convert more of them into customers.
Non-brand revenue growth
55
Comfortably ahead of the 20% target set for new customer acquisition, achieved on broadly flat ad spend. With a stronger website experience behind the campaigns, paid traffic had a clearer, more effective destination to convert.
Increase add to cart rate
47
Add to cart rate increased from 1.35% to 1.98%, an uplift of 0.63 percentage points. This points to a stronger product discovery journey across the site, with improved navigation, clearer product pages and a more considered shopping experience helping more customers take the next step towards purchase.
What we did for Arighi Bianchi
The project covered the full Shopify experience, from navigation and product discovery through to basket and checkout, delivered alongside the SEO, paid media and email activity already running on the account.
One Team Across Site And Marketing
We brought design, development, CRO, SEO, paid media and email together under one connected team, planning against a single roadmap rather than coordinating across separate agencies. This meant ideas could be reviewed from every angle before reaching Arighi, with the technical, creative and marketing considerations already worked through.
Navigation Built Around How People Shop
We rebuilt the old dropdown menu around how customers actually browse for furniture, grouping categories by room and supporting key areas with large lifestyle imagery. The aim was to make the site feel less transactional and more showroom-led, helping customers move through the range in a more natural way.
A Homepage That Tells Arighi's Story
The new homepage brings together the brand’s heritage, the Macclesfield showroom, the in-house café, seasonal campaigns and bestselling products, rather than reading like a generic furniture template. It gives Arighi more space to communicate who they are, not just what they sell.
Product Pages Designed To Build Confidence
Furniture is a high-consideration purchase, so the product pages needed to do more than display basic information. We gave products more room to breathe with larger imagery, clearer product details and fabric zoom functionality, helping customers understand materials, finishes and options before committing.
A Basket That Works Harder
The basket now surfaces relevant add-ons and recommendations at the point a customer has already shown intent to buy. Rather than acting as a simple holding page before checkout, it gives Arighi another opportunity to support product discovery and increase order value.
A Site The Arighi Team Can Manage
The site is built from flexible, reusable Shopify sections that the Arighi team can update, rearrange and reuse across the homepage, landing pages and product pages. This gives the team more control over campaigns, content and merchandising without needing development support for every small change.
Marketing And Design Pulling In The Same Direction
Because SEO, paid media and email ran alongside the rebuild rather than after it, the site was shaped around both customer experience and marketing performance from the start. Richer product data, clearer landing pages and a stronger shopping journey gave the paid media team more to work with, opening up new customer search queries and helping visitors convert earlier in their journey.
The Results
Site-Wide Conversion Improved
0.17% → 0.3% site-wide conversion rate
An increase of 0.13 percentage points, or over 70% year on year.
Sessions were broadly flat over the same period, so the uplift came from the existing audience converting more effectively, not simply from more traffic.
Orders also increased by 62% year on year.
Product Discovery Improved
1.35% → 1.98% add to cart rate
Up 0.63 percentage points, pointing to stronger navigation, clearer product pages and a better browsing experience.
0.61% → 0.97% reached checkout rate
More customers moved from browsing into checkout, showing stronger buying intent earlier in the journey.
Checkout Confidence Increased
20.22% → 31.32% completed checkout rate
Up 11.1 percentage points year on year.
Customers were reaching that stage with more confidence after a clearer experience earlier in the journey.
Paid Media Converted Better
+49% Google Ads revenue
+55% non-brand paid media revenue
Both were comfortably ahead of the 20% growth target, achieved on broadly flat ad spend.
The new site gave paid traffic a stronger destination to land, browse and convert.
Organic Search Grew
+150% organic gross sales year on year
Organic sales more than doubled over the same period, supported by a stronger site structure, improved product content and a better overall shopping experience.
Organic clicks also increased both month on month and year on year.
The Site Became Faster
3.24s → 0.92s homepage load time
71% faster
2.82s → 1.79s product page load time
37% faster
The new site became faster and lighter, despite the homepage carrying more content, richer imagery and more flexible sections.
What Our Customers Say
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