Digital Strategy

Digital Strategy

Case Study

Stepping Up Digital Strategy: How Express Flooring Scaled with Chameleon Collective



Express Flooring, a dominant carpeting and flooring player in the southwest, faced a two-pronged conundrum: they yearned to augment their lead acquisition, aiming to bolster appointment bookings for their in-home consultants. Simultaneously, the brand was eager to re-define their website from a leased platform to a property they could genuinely call their own.


Steering into the core of the brand, Chameleon Collective undertook an intricate analysis of Express Flooring’s brand strategy and lead-gen methodologies. We unraveled the flooring-shopping psyche by reaching out to both Express Flooring’s clientele and prospects who had chosen alternative solutions post-consultation. Our mission was clear: optimize every touchpoint. We orchestrated a quest for a new-age digital marketing agency, ensuring a tight synergy across all performance-driven media. Concurrently, the hunt for a website design agency was initiated. And, to embed the change internally, Chameleon spearheaded the recruitment of a VP, Growth Marketing for Express Flooring. Recognizing that the website’s evolution would be a marathon and not a sprint, we pulled in our in-house CRO maestro to refine the existing site, ensuring immediate tangible results while the long-term vision was sculpted.


The CRO intervention proved golden. Within mere weeks of implementation, conversion rates experienced a vigorous jolt, spiking 7-15% week on week. This augmented user experience did more than just captivate audiences—it amplified the yield of our marketing endeavors without dilating the marketing budget.


Related Chameleon
Team Members

Ed Gold

Ed Gold

Strategic Marketing & Lead Gen

Jeff Blettner

Jeff Blettner

CRO Consultant

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