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.
All the strategies, execution, and results showcased in this case study were achieved through my agency, BOOST, where we help eCommerce and B2B brands scale with data-driven marketing. Learn more!
