How we helped Oreylo add $202,452 to profit per year

Oreylo is a direct-to-consumer jewelry brand specializing in unique over-the-ear earrings. Their innovative designs and fresh approach have helped them build a strong customer base in a competitive market.

But despite having an innovative product and growing customer base, Oreylo faced critical challenges before partnering with Seven Ecom:

• Rising advertising costs were eating into their profit margins

• Their low profitability made further growth impossible.

• They lacked a systematic approach to improving their store's performance

The Challenge

Oreylo faced a fundamental scaling problem: they couldn't grow beyond their current revenue level without becoming unprofitable. Every time they tried to increase their Facebook ad spend, their profitability decreased. The more they spent on ads, the closer they got to breaking even.

Despite having a product their customers loved and proven product-market fit, they were stuck at their current revenue level. This lack of growth put their business at risk, as rising costs continued to eat into their already thin profit margins. Without improving their profitability, any attempt at scaling would only make the situation worse.

The Solution

To help Oreylo grow, our primary focus was on improving profitability. Without profitability, scaling would only lead to further losses. We also needed to identify the bottleneck in their funnel since most of their traffic was directed through the collections page.

Through a detailed GA4 analytics review, we discovered that the biggest issue was at the product page. This became our main focus.

First, we needed to understand why customers weren’t converting. We began by deploying customer surveys to uncover their doubts, fears, and any friction in the buying process. Alongside this, we utilized a full stack of research methods:

• Analytics Review

• Heatmaps

• Session Recordings

• Customer Surveys

• UX Heuristic Review

From this research, we identified that new customers struggled with trust issues, particularly concerns about quality and reliability.

Based on these findings, we redesigned Oreylo's product page with a strong emphasis on social proof and quality assurance. We highlighted genuine customer reviews, showcased detailed product quality information, and added trust-building elements throughout the page.

Due to the limited traffic on the page, we couldn't test individual changes one by one, so we rolled out multiple improvements simultaneously in a single test. The results were incredible: conversion rates increased, and profitability improved, leading to a 14.23% increase in profit per site visitor.

But we didn’t stop there. We turned our attention to an earlier step in the funnel—the collections page. The key to ad success is ensuring the landing page aligns with the ad creatives. We optimized the landing page for better relevance and consistency with their Facebook ads, and after rigorous testing, this yielded a better ROAS and significantly lowered the CPA for new customer segments.

Lastly, we optimized the cart drawer to promote complementary products. This helped increase the average order value (AOV) by encouraging customers to pair items, further boosting overall revenue and profitability.

The Results

Our efforts delivered remarkable results for Oreylo:

• 15.16% increase in conversion rate

• 14.52% increase in revenue per site visitor

• 14.23% increase in profit per site visitor

This improvement in profitability added an impressive $202,452 in profit annually, positioning Oreylo for sustainable growth and scalability.

Key Takeaways

1. Research is the foundation of effective optimization
   A thorough understanding of customer behavior through analytics, surveys, and other research methods ensures that optimizations are targeted at solving real problems in the customer journey.

2. A/B testing must account for traffic and statistical significance
   Testing is critical for validating changes, but its effectiveness depends on understanding your traffic. Use traffic estimations to determine statistical significance and adjust your approach accordingly.

3. Optimize the entire funnel for profitability
   Focusing on just one part of the funnel isn’t enough. Addressing bottlenecks and aligning every step—from ads to landing pages to checkout—can significantly boost both revenue and profitability.