Case study — Layzee Living
From a 2% signup form to +276% email revenue. £87K/mo and counting.
Premium outdoor living — hot tubs, pergolas, raised ponds, saunas. We turned email into a channel that finally matched the AOV the brand commands.
At a glance.
Before
- Signup form converting at ~2%
- List treated as one bucket
- Campaigns going out occasionally
- Email lagging the brand's premium AOV
- Hot tub buyers got the same emails as sauna buyers
After
- Signup form converting at ~10%+ (4–5× lift)
- Segmented by product interest
- Real campaign cadence on a journey-based architecture
- +276% email revenue lift to £87K/mo
- Each segment gets messaging built for them
The backstory
Premium product. Premium positioning. Average retention engine.
Layzee Living is a UK family-run premium outdoor brand selling hot tubs, pergolas, raised ponds, and outdoor saunas — all positioned as DIY kits for affluent homeowners building 'luxury outdoor retreats.' 4.1 Trustpilot rating, high repeat customer rate, exhibited at NEC Birmingham Outdoor Expo.
The product line was already strong. The brand positioning was clear. The unit economics worked — these are 4-figure AOV purchases. The problem was the email engine.
The signup form was converting at around 2% — meaning huge amounts of high-intent traffic was leaving the site without ever entering the email list. The audience that did sign up was being treated as one undifferentiated bucket. Premium product, average retention engine. Not a match.
The brief
Three asks.
- More signups from the same traffic. Fix the form. Stop leaving high-intent visitors on the table.
- Segment the audience. Hot tub buyers, pergola buyers, sauna buyers — different products, different buying journeys, different messaging.
- Run campaigns on a rhythm. Not "once in a while" — a consistent revenue cadence the business could rely on.
What we did
Fixed the leak. Built the engine. Matched the premium positioning.
- Fixed the signup form. Conversion lifted 4–5× the previous rate — same traffic, multiples more emails captured every single day.
- Deep audience research. Got under the hood to understand who the real buyers were — hot tub people vs. pergola people vs. sauna people.
- Segmented the list by product interest. Hot tub buyers get hot tub content. Pergola buyers get pergola content. Crossover only where it genuinely makes sense.
- Broad-to-narrow campaign architecture. Started campaigns broad to identify intent and interest, then narrowed targeting to the highest-converting segments.
£87K/mo
+276% email revenue lift. Plus a 4–5× signup form bump that compounds every month.
Where they are now
Retention work that finally matches the premium positioning.
Layzee Living's retention engine now matches the premium product line. High-intent traffic gets captured. Buyers get segmented into the right product journey. Campaigns hit on rhythm.
The bigger win: for a high-AOV, high-consideration business, retention work pays back disproportionately. £87K/mo from email means the brand has the breathing room to keep reinvesting into acquisition without burning margin on discounting.
Ready to see what your Klaviyo could do?
Layzee Living went from a 2% signup form and an average email engine to a +276% revenue lift because we treated their retention channel like the high-AOV premium business it actually is. Spend an hour with our founder — the team behind £100M+ in email revenue — and we'll audit your Klaviyo account live.
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