How Oreylo Added $202K in Profit — Without Spending More on Ads

Case Study Overview

Oreylo sells unique over-the-ear earrings through their DTC store. They had a compelling product and steady traffic, but faced a critical challenge: rising ad costs combined with low margins made profitable scaling impossible.

With limited traffic volume, traditional A/B testing would take months to reach statistical significance. We needed a different approach—one that combined high-confidence improvements into a single, high-leverage test focused on trust-building and friction reduction.

The result: $202K in added annual profit and a 14.2% lift in profit per visitor in just 4 weeks, all without increasing ad spend.

The Challenge

The core issue was profitability under pressure. Rising ad costs were eating into already-thin margins, making it impossible to scale without fixing the underlying unit economics. Every dollar spent on ads needed to generate more profit, but the site wasn't converting efficiently enough.

Adding to the challenge, Oreylo's product was unique—over-the-ear earrings aren't mainstream, which meant visitors needed more reassurance before buying. Trust signals were missing at critical decision points, and the product page wasn't doing enough to overcome natural skepticism.

With limited traffic, we couldn't afford to run multiple sequential tests. The challenge was clear: identify the highest-impact improvements and implement them together in a way that would move the needle quickly.

The Optimization Process

Phase 1: Research & Identify Bottlenecks

We started by identifying where conversions were breaking down and where trust was lacking. Using data analytics, heatmaps and session recordings, surveys, and onsite polls, we uncovered the key friction points preventing visitors from converting.

The research revealed several critical issues. Social proof was buried below the fold, meaning new visitors had to scroll before seeing any evidence that others loved the product. The offer wasn't immediately clear, and color selection required unnecessary friction. Trust signals like badges and testimonials were missing at the exact moment visitors were deciding whether to add to cart.

Heatmaps and session recordings showed that visitors were hesitant—scrolling up and down, revisiting product images, but not clicking "Add to Cart." Surveys and onsite polls confirmed that concerns about fit, quality, and comfort were top of mind, but the page wasn't addressing them effectively.

We also discovered that landing pages weren't aligned with ad messaging, creating a disconnect that hurt conversion rates and increased acquisition costs.

Phase 2: Generate & Prioritize Ideas

Based on research findings, we developed a focused list of high-confidence improvements. Given the limited traffic, we couldn't run traditional sequential A/B tests—each test would take too long to reach significance. Instead, we prioritized changes we were confident would work and bundled them into a single high-leverage product page test.

The strategy centered on two pillars: rebuilding trust at every touchpoint and reducing friction in the buying process. We also identified landing page alignment as a quick win that could be implemented immediately.

Phase 3: Test & Implement

We rolled out a comprehensive product page optimization as a single test, combining multiple trust-building and friction-reducing improvements. We also aligned landing pages with ad creative to improve the visitor experience from click to conversion.

Product Page Optimization (single high-leverage test):

Social proof above the fold became the first thing visitors saw. We added customer thumbnails, star ratings, and review counts at the top of the page to build immediate trust. This reduced hesitation and made the product feel credible and widely loved before visitors even scrolled.

Clarity and confidence improvements simplified the entire buying experience. We made the offer clearer, added color swatches for easier navigation, and reinforced trust below the "Add to Cart" button with badges and testimonials. These changes reduced friction and boosted buyer confidence at the exact moment of decision.

Social proof below the fold showcased real customer photos of people wearing the earrings. We prioritized reviews that addressed key buyer concerns—fit, quality, and comfort—helping skeptical visitors visualize the product on real people and reinforcing trust throughout the page.

Cart Drawer Optimization:

We visualized the BOGO offer with a clear progress indicator, making it obvious how close customers were to unlocking the deal. We also surfaced complementary products inside the cart drawer. This increased average order value as more shoppers added a second pair to qualify for the offer, with cross-sells driving additional margin.

Landing Page Alignment:

We matched the landing page experience to ad messaging, ensuring that what visitors expected from the ad was exactly what they saw when they landed. This improved ROAS and reduced acquisition costs without any additional ad spend.

The Results

By focusing on trust, clarity, and high-impact on-site changes, we helped Oreylo unlock growth without spending more on ads. A single focused test on the product page—paired with landing page alignment and cart optimization—delivered measurable results:

•15.16% increase in conversion rate

•14.52% increase in revenue per site visitor

•14.23% increase in profit per site visitor

•$202,452 in added annual profit

•Positioned for sustainable, margin-positive scaling

Key Takeaways

Fix Unit Economics First. You can't scale profitably with high CAC and low margins. CRO improves profitability without requiring more ad spend—making every dollar you're already spending work harder.

Trust Comes First for Unique Products. When your product isn't mainstream, social proof needs to be front and center. Visual trust signals reduce hesitation and help visitors feel confident buying.

Adapt Testing Strategy to Traffic Levels. Limited traffic doesn't mean you can't optimize. Roll out high-confidence improvements in one focused test instead of waiting months for traditional A/B tests to reach significance.

Clarify the Offer, Reduce Friction. Clear instructions, visible product options, and simplified messaging reduce drop-off and help more visitors complete their purchase.

Align Landing Pages With Ads. Matching the expectations set by ads with the landing experience improves ROAS and lowers acquisition costs—without spending more.