Overview
This Saudi-based online store specialized in beauty and self-care products tailored to local preferences. Their product range included organic skincare, luxury perfumes, and curated beauty boxes — all delivered with premium packaging and an emphasis on self-love and wellness.
Despite their strong Instagram presence and loyal base of repeat customers, sales had plateaued. Daily orders rarely exceeded 10, and their ad spend was generating a return on ad spend (ROAS) below 1.2x. The founder felt stuck, unsure if the brand needed a rebrand, more promotions, or a complete overhaul.
What they needed wasn’t deeper promotions — it was a better story, smarter targeting, and data-backed optimization.
The Challenge
The brand had excellent products, beautiful packaging, and a visually consistent online presence. Yet, the conversion rate remained stubbornly low. Their Instagram page had 40K+ followers, but engagement was passive. Advertising felt like throwing money into a black hole, and no one could point to what was working and what wasn’t.
The founder’s question was simple: “Why are women not buying as much as they admire?”
Our Approach
1. Audience Insight & Behavioral Data
We started with a deep audit of customer behavior using Shopify analytics, Meta Pixel events, and Google Analytics 4. We segmented the audience based on product views, add-to-cart behavior, and drop-off stages.
Insights revealed that:
- Over 60% of users were browsing on mobile but dropping off during checkout
- Bundle pages had higher engagement but lower conversion — likely due to lack of urgency
- Returning visitors converted 3x more than first-timers, but they weren’t being remarketed effectively
2. Story-Based Visual Funnels
We restructured their paid media to focus on story-driven creatives. Each campaign revolved around a relatable theme — like “your end-of-day self-care ritual” or “glow-up essentials before your wedding week” — with real Saudi women featured in UGC-style videos.
We launched ads on TikTok and Instagram Stories with clear storytelling, local dialect, and social proof (DM screenshots, testimonials, limited-time bundle reviews). We also implemented Dynamic Product Ads with logic based on browsing history and time of day.
3. Landing Page Redesign
We revamped the mobile experience:
- Added sticky quick-buy buttons
- Introduced smart timers on limited bundles
- Highlighted social proof and review count near CTAs
Cart abandonment rates were addressed using a 3-step WhatsApp automation flow with personalized incentives for high-intent users.
4. Data-Driven Optimization
Each week, we reviewed:
- Heatmaps and click maps from Hotjar
- Product-level ROAS and LTV from Meta + Google Ads dashboards
- Cohort behavior using Google Analytics and post-purchase surveys
One major insight was that customers who added 2+ items to cart had a 71% higher AOV. We used this to build targeted upsell offers and revised the email automation logic (via Klaviyo) to reflect multi-item behavior.
Results
Within 3 weeks:
- Daily orders grew from 9 to 38 without discounts
- Blended ROAS increased from 1.2x → 3.4x
- Checkout completion rate rose by 52% on mobile
- Repeat purchase rate increased by 2.2x in 30 days
- Email revenue share increased from 5% to 19%
The brand became profitable by amplifying story, emotion, and data precision — no pricing gimmicks required.
Key Takeaway
In beauty eCommerce, women don’t buy products — they buy identity, confidence, and care. Once the brand’s story was aligned with emotional intent, and paired with data-backed user flow optimizations, performance followed naturally.
Smart beauty brands don’t push harder — they connect deeper.