01
Add missing product images
Weak image coverage reduces trust and makes products harder to evaluate.
+$127.5K/mo·3012 products
×What's New Furniture
Live audit · Jul 17, 2026whatsnewfurniture.com4707 products · 100 sampledUnknown
What's New Furniture,
you're leaving $2.4M
on the table every year.
We audited 100 of your 4707 products. Your catalog scores 34/100 — top e-commerce brands hit 95. That gap is worth $199.3K/month in unrealized sales.
!
Since you opened this report, went to a competitor. $0.00
34/100
Sales at risk
$199.3K/mo
$2.4M/yr if unaddressed
Products to fix
4330 of 4707
92% of catalog needs work
Time to fix
611d → 1m
Manual vs Dondo
9th percentile of 960 audited stores
The verdict
“This catalog lags significantly behind industry leaders. Its pervasive content deficiencies in imagery and descriptions place it in the bottom tier of e-commerce sites, severely undermining customer experience and market competitiveness.”
Manual
4883.4h/mo
$219.8K/mo
@ $45/hr · 4883.4h
vs
Dondo
1 min
Included
Same result, automated
Where you're losing
Add missing product images$127.5K/mo
Add missing product descriptions$73.1K/mo
Improve catalog SEO fields$59.8K/mo
Rewrite weak product titles$53.1K/mo
Conservative
$135.2K/mo
Moderate
$199.3K/mo
Aggressive
$298.9K/mo
Research-backed conversion impact rates
Descriptions: 10% conversion loss (Salsify 2024: 55% won't buy from poor content)Images: 15% conversion loss (Photoroom/Pixelz 2024: 58-100% sales increase with images)Titles: 5% revenue impact (15% CTR loss × 53% organic traffic share — FeedOps 2025)SEO: 5% organic traffic loss (BrightEdge 2025: 53% of traffic is organic)
Monthly revenue estimated from 4707 products, $564 avg price, ~5K monthly visits scaled by catalog size, 2% conversion rate.
Formula: Sampled 100 of 4707 products (×47.1 extrapolation). Losses combined multiplicatively: 1-(1-r₁)(1-r₂)(1-r₃)(1-r₄) to avoid double-counting.
Act 02 · Audience
Who you're talking to, and the gap between you.
Before we look at what's broken, we need to understand who reads your product pages and what they came for.
02 · 01 — Buyer
Meet Eco-Conscious.
She's 60-70% of revenue of your revenue — and your product pages aren't answering her questions.
A resident of the Portland metro area, ECH is a homeowner or renter who appreciates a curated, modern aesthetic, often leaning towards mid-century modern. They prioritize quality and unique design but are also highly influenced by sustainability, supporting local businesses, and finding good value for their investment. They prefer a low-pressure, informative shopping experience.
Eco-Conscious Homeowner
She walks in already thinking:
Concerns about assessing product quality and long-term durability from limited online information, despite the store's reputation for curation.
Hesitation to pay premium prices for furniture when online listings lack the detail needed to justify the perceived value or uniqueness.
Frustration with a confusing or incomplete online browsing experience that undermines trust and makes pre-visit research inefficient.
What she's trying to do:
Successfully furnish or upgrade their home with stylish, functional, and long-lasting furniture that aligns with their desired aesthetic (e.g., modern, mid-century modern).
Ensure they are making a smart investment in furniture that offers good value for its quality, design, and longevity.
Find furniture options that align with their personal values of sustainability and community support, whether through consignment or local craftsmanship.
What pushes her to buy:
Desire for unique, aesthetically pleasing, and curated furniture pieces that reflect personal style, distinct from big-box offerings.
Motivation to support local businesses and make sustainable choices, such as purchasing consigned or Oregon-made furniture.
Seeking a personalized, low-pressure shopping experience, potentially including design help, to confidently choose the right pieces for their home.
Critical disconnect between brand promise and catalog reality for online experience
The 'Eco-Conscious Homeowner' seeks unique, quality, and sustainably-sourced furniture, values a curated selection, and desires a stress-free experience. However, the current catalog's critical absence of product images, extensive lack of comprehensive descriptions, and generic/internal-facing titles directly undermine these needs. This persona cannot adequately assess quality or uniqueness online, justify price points, or efficiently identify sustainable/local options without crucial product details and visuals. The disorganized online catalog conflicts with the brand's promise of a curated, customer-centric experience, potentially deterring them from visiting the showroom or engaging with design services after a frustrating initial online interaction.
02 · 02 — Voice
Your brand voice, scored.
Community-OrientedReflects a deep connection to Portland, supporting local artisans and fostering a sense of belonging for customers in the area.
Consciously CuratedHighlights a thoughtfully selected inventory of new, custom, and consigned pieces that meet standards for style, quality, and uniqueness, balancing modern aesthetics with timeless appeal.
Accessible QualityCommunicates that high-quality, stylish, and often custom furniture can be attained without sacrificing value or personal service, making good design available to more people.
Empathetic GuidanceFocuses on providing a stress-free and supportive shopping experience, offering expertise and personalized assistance to help customers make informed decorating choices.
Best of your brand
Custom sofas, modern furniture & one-of-a-kind finds — all under one roof.
Homepage tagline
Your product pages
The current product catalog snippets severely lack descriptive content, frequently stating 'MISSING' or providing only basic dimensions and prices
Inconsistent Catalog Detail Undermines Brand Promise
The current product catalog snippets severely lack descriptive content, frequently stating 'MISSING' or providing only basic dimensions and prices. This directly contradicts What's New Furniture's brand voice, which emphasizes 'Consciously Curated' items, 'Empathetic Guidance,' and the mission to help customers decorate with a 'stress-free furniture shopping experience.' A sparse description fails to convey the uniqueness, quality, or story behind a piece, especially for 'one-of-a-kind finds' or consigned items. It also misses opportunities to connect products to the 'Locally Made' and 'Sustainability' values. Without rich product narratives, customers cannot appreciate the 'curated mix,' quality, or attainability promised by the brand, creating a disjointed experience between the brand's stated personality and its product presentation.
To help Portlanders decorate their homes with a fun and stress-free furniture shopping experience, offering a curated mix of new, consigned, and custom furniture, focusing on people, attainability, and sustainability.
~12-20
Team
Residents of Portland, Oregon, and surrounding metro areas including Beaverton, Lake Oswego, Tigard, Hillsboro, West Linn, and Vancouver, WA.
Customers
Key differentiators
Locally owned and operated since 2010Offers a unique '3-in-1' model: new, custom, and consigned furnitureSpecializes in Oregon-made custom sofas (Stanton, Stylus, Rowe)Strong focus on sustainability through its consignment modelPersonalized, low-pressure customer experience with free design help25,000 sq ft showroom (and a second upcoming location)No sales tax in Oregon (advantage for Washington customers)
Values
People FirstA Focus On AttainabilityA Heart For Sustainability
/5
Trustpilot ()
4.8/5
Google (400+)
What customers love
- Very impressed with both the uniqueness of several pieces and the prices. So often these stores charge almost as much as a brand new piece; here, you could get items worth what you pay for.
- Mid-century classic without bordering on TOO trendy. Everything is both curated and showcased beautifully.
- More than a store. They care about making making your house a home and work with you to get you just what you want!
Common complaints
- Bad service, bad design, couch looked shabby quickly, too expensive.
Social presence
02 · 03 — Proof
Same product, rewritten for Eco-Conscious.
Writing Desk
Today
Writing Desk
No description.
After · Dondo
Modern Writing Desk - Solid Walnut Wood, Spacious Workspace for Home Office
Elevate your home office with a curated writing desk that blends functional design with natural beauty. This piece is more than just furniture; it's an investment in a space that inspires productivity and style.
• Crafted from Premium Solid Walnut: Experience the lasting durability and rich, natural grain of ethically sourced walnut wood, a true investment in your workspace and a testament to quality.
• Sleek Modern Aesthetics: Its clean lines and minimalist profile seamlessly integrate into any contemporary or mid-century inspired decor, offering a unique focal point.
• Ample Workspace & Storage: Designed for productivity, enjoy a generous surface area for your essentials, keeping your space organized and inspiring without sacrificing style.
• What's New Furniture Curated Find: Discover a piece that reflects our commitment to unique, quality furnishings, supporting local values and sustainable practices.
Experience the What's New Furniture difference with a piece that's built to last and truly feels like 'you'. Visit our Portland showroom for a personal consultation or enjoy easy pickup options.
Rug
Today
Rug
No description.
After · Dondo
Modern Area Rug - Jaida Collection 5x7 Ft, Soft Gray Morn Finish
Anchor your living space with the inviting warmth and sophisticated style of this curated Jaida area rug, designed to transform any room into a cozy haven.
• Ideal 5' x 7' Dimensions: Perfectly sized to define a cozy seating area or add warmth to your entryway, enhancing any room's flow and visual appeal.
• Contemporary Gray Morn Palette: Its versatile soft gray hue and modern design effortlessly complement a wide range of interior aesthetics, from minimalist to mid-century modern.
• Plush, Durable Weave: Crafted for both comfort underfoot and lasting resilience, ensuring years of beauty even in high-traffic areas without compromising on feel.
• A Thoughtfully Selected Piece: Reflecting What's New Furniture's commitment to accessible quality, each rug is chosen for its unique appeal and enduring style.
Discover the perfect foundation for your home. Enjoy free design help and easy in-store pickup, making your decorating journey stress-free and enjoyable.
Copper/Pink Tea Pot
Today
Copper/Pink Tea Pot
No description.
After · Dondo
Unique Decorative Teapot - Vintage Copper & Pink Finish, Consigned Treasure
Add a touch of curated charm and warmth to your home with this unique copper and pink decorative teapot, a sustainable find from our ConsignCloud collection.
• Striking Copper & Pink Aesthetic: Its distinctive metallic sheen paired with a delicate pink hue makes it a captivating focal point in any kitchen or display, bringing character to your space.
• A Consigned & Cherished Piece: Give this beautiful teapot a new life, embracing sustainability while discovering a truly one-of-a-kind item that tells a story.
• Versatile Decor Beyond the Brew: Perfect for displaying on a shelf, as a centerpiece, or adding a pop of color to your personal collection of kitchenware and unique finds.
• Carefully Curated Consignment: Each ConsignCloud item is selected for its charm and quality, offering you accessible luxury with character and supporting circular consumption.
Unearth more unique finds and support local sustainability by exploring our curated collection. Visit us in Portland for a low-pressure shopping experience and personalized guidance!
Act 03 · Diagnosis
Where it's bleeding, ranked.
Issues ordered by cost. Expand any row for the evidence.
03 · 01 — Dimensions
Six dimensions, scored.
03 · 01b — Issues
Top issues, ranked by cost.
01
Critical Absence of Product Images
+$49.8K/moA vast majority of products across the catalog are missing images, or have insufficient imagery (e.g., only one photo), severely hindering visual representation, customer engagement, and conversion rates.
critical02
Extensive Lack of Comprehensive Product Descriptions
+$44.8K/moA significant portion of products either completely lack descriptions, or provide only minimal, unhelpful, or internal-facing text, critically impeding customer understanding and search engine optimization.
critical03
Generic and Unoptimized Product Titles
+$39.9K/moMany product titles are overly generic, inconsistent, or clearly designed for internal tracking ('Custom Order'), failing to provide specific details or relevant keywords crucial for discoverability and user clarity.
critical04
Presence of Internal-Facing Products in Public Catalog
+$34.9K/moA substantial percentage of the public-facing catalog consists of 'Custom Order,' 'Rental,' or similar internal-only listings, which are not consumer-friendly and negatively impact the catalog's quality and relevance.
critical05
Poor Description Quality and Formatting
+$29.9K/moProduct descriptions frequently contain raw HTML tags, are inconsistent in quality, or present information that conflicts with the product title, degrading readability, user trust, and SEO value.
warning03 · 03 — Benchmark
How you stack up.
Portland Furniture Store | Sofas, Sectionals & Modern Furniture
– What's New Furniture (You)
34
City Home
80
Broadway Furniture
65
Lounge Lizard
75
BrandDesc wordsLifestyle %Materials %Voice %
Portland Furniture Store | Sofas, Sectionals & Modern Furniture
– What's New Furniture (You)35w36%27%79%
City Home120w75%85%85%
Broadway Furniture60w40%70%70%
Lounge Lizard120w65%90%90%
Direct competitors were identified from the provided list of known competitors and validated through Google searches to confirm their product categories and geographic market (Portland, Oregon). Catalog quality metrics were estimated by manually reviewing their respective e-commerce websites, examining product pages for description length, image types, material information, and overall brand voice and presentation.
Competitor metrics are estimates from public web signals, not scraped catalog counts.
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Poor SEO signals (17%)
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Category distribution
Price analysis
$8
Min
$570
Avg
$295
Median
$3,675
Max
44%
Budget
21%
Mid-range
34%
Premium
Coverage
49%
Has description
278
Avg desc length
42%
Has images
2.1
Avg imgs/product
100%
Compare-at
34%
Psychological
0%
Avg discount
✕
Installments
✓
Bundles
Issues
- No installment/financing information visible in product descriptions
Recommendations
- Add payment plan visibility to high-ticket product descriptions to reduce sticker shock
Act 04 · Plan
What we do about it.
One ranked roadmap, three views. Phase 1 alone recovers the majority inside 2 weeks.
04 · 01 — Roadmap
The action plan, three ways.
high
02
Add missing product descriptions
Thin or missing descriptions force shoppers to guess why the product is worth buying.
+$73.1K/mo·2589 products
03
Improve catalog SEO fields
Incomplete SEO fields limit how much organic traffic your existing catalog can capture.
+$59.8K/mo·4236 products
04
Rewrite weak product titles
Weak titles hurt search visibility and make products harder to understand at a glance.
+$53.1K/mo·3766 products
Your 7-day plan
Day 1Day 1: Fix the first batch of add missing product images with AI Image Generator.
Day 2Day 2: Apply the same fix to 25 high-priority products.
Day 3Day 3: Address add missing product descriptions for products with the most visible conversion gaps.
Day 4Day 4: Review Dondo-generated copy for brand voice and customer objections.
Day 5Day 5: Use Listing Optimizer to clean up the next catalog issue.
Day 6Day 6: Publish improvements and check the highest-impact PDPs.
Day 7Day 7: Monitor performance and continue with the next product batch.
Quick wins — do these Monday
- Rewrite 10 worst product titles (10 min each, or instant with Dondo)
- Add descriptions to 5 products missing them entirely
Week 1Title optimizationSEO Specialist
Clearer product names that are easier to scan, search, and compare.
Manual: 313.8h · Dondo: 251m
Week 2Description enrichmentContent Writer
More complete PDPs that explain value, answer objections, and support conversion.
Manual: 971.3h · Dondo: 173m
Week 3Image coverage expansionVisual Content / Photographer
Richer PDPs with stronger visual confidence and fewer abandoned product views.
Manual: 627.5h · Dondo: 201m
Week 4SEO & metadata cleanupSEO Specialist
A more discoverable catalog with cleaner metadata and stronger search intent.
Manual: 529.5h · Dondo: 282m
PDP conversion rate
+15-25% lift
30 days post-fix
PDP bounce rate
-10-20% reduction
30 days post-fix
Add-to-cart rate
+20-40% lift
30 days post-fix
Product return rate
-5-10% reduction
90 days post-fix
Organic CTR (Search Console)
+15-30% lift
60 days post-fix
Search impressions
+10-20% increase
60 days post-fix
A/B test suggestion
Adding 3+ images per product increases add-to-cart rate
Control
50% of products keep current image count
Variant
50% of products receive additional lifestyle/detail images
Keep 20% of products unchanged as a control group. Compare conversion rate, bounce rate, and revenue per session between optimized and control products after 30 days.
Recommended tools
Google Analytics 4Google Search ConsolePlatform analytics (VTEX/Shopify)Heatmap tool (Hotjar/Microsoft Clarity)
Dondo-style rewrite improved the sample title from 12 to 75 characters.The improved sample description went from 0 to 167 words.Critical Absence of Product Images is tied to an estimated $199.3K/month.Inconsistent Catalog Detail Undermines Brand Promise
Recap · what's at stake
You're losing $199.3K every month this stays as-is.
4330 products to fix. Dondo runs it in 1 minutes.