success story

The Story

Foy and Company is a family owned business in Donegal with stores located in Ballybofey and Letterkenny.

First opening its doors in 1981, Foy and company has vastly grown and now specialises in interior and exterior paint, wallpaper, furniture, fabrics, home, gift and toys.

As part of their growth, in November 2020 they launched an ecommerce website for their toy part of the business,

The Challenge

Online sales were initially growing steady, especially in the period December 2020 – February 2021 but then performance started to deteriorate.

At the same time, online traffic was gradually decreasing starting March 2021.

David Foy approached us with the challenge of increasing the visibility of the website and bringing sales back to their original levels (and beyond).


+50% Increase
Number of conversions

Google (organic)

+13% Increase
Number of conversions

Google Shopping Ads

The Solution

Like in most of the projects we work on, especially those inherited from a previous agency, the context is more important than what the numbers and KPIs show.

In this case, we did a 360 degree review of the business, including:

  • Historical performance
  • Best selling products
  • Out of stock products
  • Pricing vs competitors
  • Delivery vs competitors

We also looked at overall website elements such as:

  • Mobile usability
  • User experience
  • Main navigation


Pasquale Mellone

Pasquale is Founder at, a H2H marketing agency based in Dublin, Ireland, and owner at print-on-demand ecommerce Pasquale has worked in Digital Marketing and Account Management since 2004. He currently lives in Dublin with his wife, stepdaughter and cat.