How We Increased Baytonia’s Revenue by 78% YoY and Boosted Conversions by 37%
Baytonia is a leading eCommerce brand in Saudi Arabia, specializing in high-quality home furniture and appliances. Despite a solid market presence, Baytonia aimed to scale its revenue and optimize its ad spend efficiency to remain competitive in the growing eCommerce space.
Client Overview
Brand: Baytonia
Industry: Home Furniture & Appliances
Market: Saudi Arabia (KSA)
The Challenge
Baytonia faced several hurdles common in the home furniture eCommerce sector:
- Low Conversion Rates: With an initial eCommerce conversion rate of only 0.29%, a significant portion of website traffic wasn’t converting into sales.
- High Cart Abandonment: Due to the high-ticket nature of furniture items, cart abandonment rates were above industry averages.
- Inefficient Ad Spend: Although Baytonia was investing heavily in Meta Ads, the Return on Ad Spend (ROAS) wasn’t maximizing potential.
- Customer Journey Optimization: The website’s user experience (UX) needed enhancements to streamline navigation, product discovery, and checkout.
Objectives
- Increase Revenue: Achieve at least a 50% YoY growth.
- Boost eCommerce Conversion Rate: Improve from 0.29% to 0.40% or higher.
- Optimize Paid Ad Performance: Reach a minimum ROAS of 3.5 on Meta Ads.
- Lower Cart Abandonment: Streamline the checkout process and increase the add-to-cart-to-purchase ratio.
Our Strategy
To scale Baytonia’s eCommerce growth, we executed a multi-layered approach:
1. Funnel Optimization & Conversion Rate Enhancement
- Landing Pages: Designed high-converting landing pages focused on specific product categories (e.g., living room sets, bedroom furniture) with clear CTAs and engaging visuals.
- Product Pages: Improved product descriptions, integrated user-generated content (UGC), and added high-quality lifestyle images to showcase the furniture in real-life settings.
- Checkout Flow: Simplified the checkout process and introduced a Guest Checkout option to reduce friction.
2. Paid Ads Strategy (Meta Ads)
- Ad Spend Allocation: Focused the $194,916.08 ad spend on high-intent audiences using dynamic product ads (DPAs) and retargeting campaigns.
- Full-Funnel Approach:
- Top of Funnel (TOFU): Broad targeting with engaging lifestyle creatives to drive awareness.
- Middle of Funnel (MOFU): UGC, testimonials, and product feature ads to nurture leads.
- Bottom of Funnel (BOFU): Retargeting cart abandoners with limited-time offers and free shipping incentives.
- Performance Results: Achieved a 3.5 ROAS with over 7,548 website purchases, leading to a $682,035.53 purchase conversion value.
3. Data-Driven Decision Making
- Leveraged Google Analytics insights to monitor user behavior and optimize ad campaigns in real-time.
- Implemented Enhanced eCommerce Tracking to identify bottlenecks in the conversion funnel.
Results
After implementing the strategy over the course of 12 months, Baytonia experienced significant growth:
| Metric | Before | After | % Change |
|---|---|---|---|
| Revenue | SAR 24,558,222.66 | SAR 43,798,831.90 | +78.35% |
| eCommerce Conversion Rate | 0.29% | 0.40% | +37.38% |
| Total Transactions | 13,894 | 32,327 | +132.67% |
| Average Order Value (AOV) | SAR 1,767.54 | SAR 1,354.87 | -23.35% |
| ROAS (Meta Ads) | ~2.0 | 3.5 | +75% |
Key Insights & Learnings
- Volume Over AOV: Despite a 23% drop in AOV, the massive surge in transactions (+132.67%) led to a significant revenue boost.
- Retargeting Wins: Cart abandonment campaigns significantly improved the conversion rate, especially for high-ticket items.
- Localized Strategies: Ad creatives tailored to Saudi cultural preferences boosted engagement rates on Meta platforms.
Conclusion
Through a combination of data-driven optimizations, effective ad spend allocation, and user experience improvements, we helped Baytonia achieve a 78% YoY increase in revenue and more than double their transactions. This case demonstrates how a structured funnel approach, combined with precise ad targeting and conversion-focused strategies, can unlock significant growth in the eCommerce space.
