Heaven Eat
FOOD & DRINKS
The Client
How we revamped their Meta Ads, introduced a landing page funnel, and implemented CRO optimisations to boost their NEW customer acquisitions and improved their website conversion rate by 328%.
- Meta Ads
- Landing Page
- CRO Optimisations
The Challenge
Heaven Eat started off as a dine-in restaurant with a healthy eating concept.
Due to COVID-19 in 2020, they pivoted to become one of the pioneers in Malaysia, selling online frozen, ready-to-eat chicken breast using the sous-vide cooking method.
The company was bought over by Foodasia Ventures Sdn. Bhd. in 2023, where it was left unattended until early this year.
Prior to working with Xelah in August 2024, the company was already investing in Meta Ads.
Within the first month:
Meta ads that were running were utilising underperforming creative assets that were created back in 2020.
Ad account structure was not optimised for conversion.
76% of purchases were from return customers (there was little to no acquisitions of new customers)
Website conversion rates fell to as low as 0.31%.
To solve these problems, we completed a major overhaul to help them achieve results like a 450% increase in new customer acquisitions within 3 months.
OUR PROCESS
Phase 1: New Meta Ad Creatives & Account Restructure
Firstly, we came up with new ad creatives to achieve 2 things.
- Incentivise old Heaven Eat customers to purchase again
- Reintroduce the brand to potential new customers
We restructured the ad account to optimise for conversions.
- This immediately made ad spend more efficient
- Established new benchmark CPAs
Within the first month:
- Meta Ads: 6x'd New Customer Acquisitions
- 22% reduction in Total Purchases from return customers
- Doubled MRR
OUR PROCESS
Phase 2: Introduce Landing Page Funnel
Our efforts the first month saw a boost in sales.
However, most of the results came from purchases from return customers.
In order to attract new customers, we created a landing page to both increase brand awareness while educating prospects the benefits and uniqueness of Heaven Eat.
Within the first month:
- We saw a 233% increase in new customers compared to the previous month
- Achieved return customer purchase rate of 35% (First time in the company's history since being acquired that it fell < 50%)
OUR PROCESS
Phase 3: Implement CRO Optimisations
There was a natural decrease in conversion rates, which is expected as we promote the brand to new audiences.
However, we identified a few opportunities to simplify the user journey, thus improving conversions overall.
After making those changes:
- We saw a 328% increase in checkout > purchase conversion rate
Results
Before XELAH
Jul ’24
No Established CPA Benchmark
76%
Return Customer Purchase Rate
0.82%
Purchase Conversion Rate
After XELAH
Sep ’23 – Oct ’24
Doubled Monthly Recurring Revenue