Year-On-Year Revenue Growth
Conversion Rate Increase
Average Order Value Increase
YEAR / 2024
Edible Beauty
Strategy
Shopify Development
E-Commerce
Conversion Rate Optimisation (CRO)
UX/UI
Edible Beauty, a leading brand in the health and beauty industry, partnered with Baseline to strategise and execute a record-breaking Black Friday Cyber Monday (BFCM) campaign. By revamping their e-commerce platform and integrating innovative sales strategies, Baseline helped the brand surpass its ambitious sales target.
The Challenge
With a high sales target set for their BFCM November campaign, Edible Beauty needed comprehensive support to achieve their goals. They sought a partner to strategise their sale period and implement a series of website enhancements designed to maximise performance. Key requirements included creating custom landing pages, optimising the checkout process, developing clear categorisation, and implementing promotional elements such as free gifts, countdown timers, and pop-ups. The challenge was not only to deliver these features but also to ensure seamless functionality and a cohesive customer experience.
What We Did
Baseline developed and executed a multi-faceted strategy, encompassing both technical enhancements and marketing support:
Website Enhancements:
Designed and implemented a new homepage and landing pages tailored for the sale.
Created clear categorisation and collection banners to highlight key sellers, offers, and gifts.
Integrated dynamic product tags (e.g., "Selling Fast," "Low Stock") and upsell widgets on product detail pages (PDPs).
Updated PDPs with sale-specific details and optimised price/discount displays across collection pages.
Developed and managed countdown timers for the sale’s end and "Power Hour" promotions.
Cart & Checkout Optimisation:
Designed a seamless cart and checkout experience, including the removal of subscription widgets during the sale.
Set up free gift tiers with clear communication across the site.
Email & Ad Campaigns:
Provided strategic support for email flows and automation to engage and convert customers.
Optimised Google Ads and Meta Ads to drive targeted traffic.
On-Going Collaboration:
Conducted weekly meetings to refine the campaign strategy and address emerging needs.
Manually adjusted discounting and promotions to maintain clarity and consistency.
Outcome
Through meticulous planning and flawless execution, Baseline delivered Edible Beauty’s best BFCM campaign to date. The results exceeded expectations:
+580% Year-Over-Year Total Sales Growth: Achieved within the first four days of the sale.
+63% Conversion Rate Increase: Demonstrating improved customer engagement and site usability.
+21% Average Order Value (AOV): Reflecting the success of upselling initiatives and free gift strategies.
Final Word
Edible Beauty’s record-breaking BFCM campaign underscores the importance of a strategic and collaborative approach. By partnering with Baseline, the brand unlocked new levels of e-commerce success, setting a high benchmark for future campaigns.
