Project Overview
The ads were delivering traffic and add-to-carts. The orders were not completing.
Rather than assume the campaigns were weak, I ran a full end-to-end audit across ads, website, tracking and checkout to find where buyers were actually being lost.
The answer was not the ads. Genuine buyers worth AED 22,217 were reaching the payment step and failing there.
What the Work Covered
- End-to-end audit across ads, site, tracking and checkout
- Isolated the failure points: card fraud blocks, 3-D Secure failures, Tabby and Ziina sessions expiring, and a 60-minute unpaid-order timer cancelling orders before buyers could retry
- Set up a lost-buyer follow-up list and instant unpaid-order alerts to the sales team
- Built cart-recovery emails in English and Arabic
- Added an automatic 15% welcome offer
- Tested Apple Pay as an additional payment route
- Recommended Cash on Delivery or a deposit option to lower first-purchase risk
Outcome
- Product page to cart improved from 1.3% to 6.3%
- Cart to checkout improved from 42% to 71%
- Twice as many checkouts per AED 1,000 of ad spend
- The payment failures were isolated, documented and given a recovery process, instead of being written off as weak demand
More Marketing & Growth Work
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