Transforming an eCommerce Carpet Retailer into a Market Leader with Comprehensive Digital Strategies
Andava Digital partnered with a leading eCommerce carpet retailer in Dubai to build a full-scale digital marketing strategy. From custom Shopify development and SEO to granular PPC campaigns, we helped drive significant growth in organic traffic, conversions, and revenue—transforming the company into a dominant player in the online carpet market.
Monthly Organic Traffic
+
0
k
Organic Traffic Value
$
450
k
Return on Ad Spend
+
750
%
Revenue Growth
+
0
%
About The Company
Our client is a Dubai-based eCommerce brand specializing in premium carpets and rugs, offering a wide selection of handcrafted, machine-made, and custom carpets to customers across the UAE and the MENA region. The company had big ambitions to grow its digital footprint, capture a larger share of the luxury carpet market, and expand into new territories. They needed an all-encompassing digital strategy to differentiate themselves in a highly competitive space.
To support their vision, Andava Digital developed a full-stack approach, covering everything from eCommerce platform development to high-impact SEO, PPC, and conversion rate optimization strategies.
The Challenge
The client faced several challenges:
- Developing a High-Conversion eCommerce Platform: The business needed a scalable, user-friendly platform that showcased its wide range of carpet collections while delivering a smooth shopping experience, especially for high-ticket items.
- Building Organic Traffic in a Competitive Space: The luxury carpet market is crowded, with well-established competitors dominating organic search rankings. The client needed a robust SEO strategy to gain visibility and authority.
- Scaling Paid Traffic and Maximizing Return on Ad Spend (ROAS): With a vast array of carpet options and the potential for repeat business, we had to develop a highly targeted Google Ads strategy that covered shopping, search, and retargeting, all while maintaining efficiency.
- Expanding into New Markets: The client wanted to increase their footprint beyond the UAE and expand into multiple regions across the MENA market, requiring a localized yet scalable approach to digital marketing.
Strategy and Solution
Shopify Development and Design
We built the client’s eCommerce platform on Shopify, but this wasn’t a standard setup. The development included several customizations to handle the complexities of selling premium, customizable products.
- Custom Design & UX: We designed a clean, luxury-oriented interface that was optimized for both mobile and desktop, focusing on user experience (UX) to increase dwell time and reduce bounce rates. Custom product pages were developed to handle a variety of carpet specifications, including size, material, and style options.
- Advanced Product Filtering and Search: To make browsing easier for customers, we implemented advanced filtering options and an intuitive site search, allowing users to quickly find carpets based on price, color, material, and size.
- Third-Party Integrations: We integrated the platform with necessary payment gateways, shipping providers, and inventory management systems, ensuring that backend operations were seamless and scalable as the business grew.
Comprehensive SEO Strategy
We built a complete SEO strategy designed to dominate search results in the highly competitive home decor and carpet industry:
- On-Page SEO & Content Creation: We created detailed, SEO-optimized product descriptions and landing pages for all major carpet categories and collections. Our team developed an engaging blog and resource section, focusing on interior design tips, care guides, and carpet trends, further boosting organic traffic.
- Technical SEO: From site architecture to page speed optimization, we ensured the site’s technical foundation was solid. Structured data and schema markup were added to help search engines better understand the content, while image compression and lazy loading were implemented to maintain fast load times, critical for user retention and ranking.
- Authority Building with Link Acquisition: Over the course of the campaign, we executed a strategic link-building plan that included guest posting, collaborations with interior design blogs, and outreach to authoritative websites in the home decor space. This resulted in 400+ high-quality backlinks, boosting the site’s domain authority.
PPC Mastery: Multi-Layered Campaigns for Maximum Reach
Our paid media strategy focused on creating a series of tailored campaigns that targeted the right customers at every stage of the buyer’s journey:
- Google Shopping Ads: We set up and optimized Google Shopping campaigns for the entire product catalog, ensuring accurate product feeds and custom bidding strategies. By segmenting the campaigns based on product categories, we maximized ROAS, achieving 800% Return on Ad Spend.
- Search Campaigns: We built search ad campaigns targeting high-intent keywords like “luxury carpets in Dubai” and “custom rugs UAE,” ensuring top-of-page visibility for both branded and non-branded search terms.
- Retargeting and Remarketing: Our dynamic remarketing campaigns focused on users who had visited the site but hadn’t converted, showing them personalized ads across Google Display and YouTube to pull them back into the funnel.
- Localized Campaigns for MENA Expansion: As the client expanded into new regions, we developed localized PPC campaigns to target specific countries within the MENA region, adjusting ad copy and bids to account for regional preferences.
Conversion Rate Optimization (CRO)
To capitalize on the increased traffic, we carried out extensive conversion rate optimization to turn visitors into paying customers:
- User Journey Streamlining: We reduced friction points in the customer journey by simplifying the checkout process and optimizing key product pages. We made it easier for customers to complete their purchases by integrating one-click checkout options and adding trust signals like customer reviews and secure payment badges.
- A/B Testing and Behavioral Insights: By testing different versions of product pages, layouts, and CTAs, we significantly improved user engagement. Heatmaps and session recordings helped us identify problem areas and refine the site to improve usability and conversion rates.
Services Provided
We offered an extensive suite of services to drive growth and success:
- Shopify Development: Custom development and design of a high-converting eCommerce platform, complete with advanced search, filtering, and product customizations.
- SEO: Full-scale SEO strategy, including on-page content optimization, technical SEO, and link-building campaigns to drive organic traffic and increase domain authority.
- PPC: Comprehensive Google Ads management, with a focus on Shopping, Search, and Remarketing campaigns, ensuring a high ROAS and efficient scaling across multiple regions.
- CRO: Conversion rate optimization through data-driven testing and UX improvements, leading to a significant boost in sales and overall site performance.
- Localized Marketing: Developing regional strategies for expanding into new markets within the MENA region, ensuring localized ad copy and SEO targeting for maximum reach.
- Consulting: Ongoing strategic consulting to ensure long-term growth, from scaling the marketing budget to expanding product lines and customer reach.
Business Impact
Organic Traffic Surge
Through targeted SEO efforts, the client’s monthly organic traffic surged to 80,000 visitors, with an organic traffic value of over $500,000 per month. This increase in free traffic allowed the business to reduce its reliance on paid channels while maintaining a strong digital presence.
Outstanding ROAS from PPC
Our finely tuned PPC strategy delivered an impressive 800% Return on Ad Spend (ROAS), maximizing revenue from paid traffic while maintaining high efficiency across Shopping, Search, and remarketing campaigns.
Expansion Across MENA Region
Thanks to our localized campaigns, the client successfully expanded into four new MENA markets, further increasing their customer base and positioning them as a leading carpet retailer in the region.
Revenue Explosion
Through a combination of SEO, PPC, and CRO, the client saw a 500% year-over-year revenue increase, cementing their position as a dominant force in the online carpet market.
Conversion Rate Transformation
Our CRO efforts resulted in a substantial improvement in the site’s conversion rate, which climbed from 0.5% to 6%, driving a significant increase in sales volume.
Key Growth Metrics
- 80,000 monthly organic visitors
- $500,000 in organic traffic value
- 800% ROAS on Google Ads
- 500% YoY revenue growth
- Conversion rate increased to 6%
- 400+ quality backlinks
- Expanded into 4 new MENA markets