There are many suppliers of posters and decorative murals. To succeed in this “Red Ocean” despite all the competition, you need a clear direction. René Ruhland is one of those who implements this particularly well in his company. Together with his wife Anna and brother Marc, he formed the group “myposter”, which this year is drawing the mark of 100 million euros. The new series of Zippers Insights focuses on myposter’s recipe for success, conversion rates, the customer journey, Google and family business.
It wasn’t really about printing at the time, as René Ruhland and his brother Marc really focused on importing and selling art images. But in the long run, it was difficult to have the right motifs in the right edition – and the path to your production in one edition only made sense at a certain point. in 2010 they both bought their first small digital printing machine, programmed the first software, the first configurator. in 2011 they founded myposter.
And even if the company, which today also owns such brands as Kartenliebe, ArtPhotoLimited and Junique always selling a printed product, the orientation of the myposter group is somewhat different: “At heart we are an online business, a digital company. Basically, we write software,” explains founder and CEO René Ruhland. “But in our area, you also have to know how to print.” And today myposter even does this at two fully equipped production sites in Germany, because the products must necessarily be of high quality.
Focus on conversions
But a big part of the success was and still is (or even more than before) myposter’s consistent digital orientation. “Since the beginning, we have focused exclusively on our digital product. We are completely conversion-oriented, writing our own configurators for the entire range, from a photo book to a calendar or photo print. We’ve always made sure we have great user journeys because we’re a search-based marketplace after all. It means we have to convert. And I think we are doing very well in this ‘conversion game’,” says René Ruhland. Of course, this also applies to the mobile sector.
What is a good conversion rate for myposter, what does it take to be consistently found with offers in this “Red Ocean”, what role does marketing, Google and social media play here and why is it believed that in an episode of Zippers Insights, René Ruhland revealed, that in the future there will be even fewer people in the online world. It’s worth a listen.