$202K in added profit: How Seven Ecom turned Oreylo’s Facebook ads around

Underperforming Facebook ads are one of the biggest pain points for e-commerce owners. You’re spending money, but the sales just aren’t there.

The pressure only increases when the holiday season is around the corner, ad costs are rising, and you’re left with two options—figure out how to fix your performance fast or risk shutting your ads off completely.

That’s exactly the challenge Oreylo, a jewelry brand, faced. Their ads weren’t delivering the returns they needed, and with Black Friday approaching, they had to act fast.

Teodor Petrovic, founder of Seven Ecom, one of the world’s fastest-growing marketing agencies, reveals how they helped Oreylo turn their struggling Facebook ads around and add $202,452 in annual profit by optimizing their product pages—setting them up for long-term success.

The challenge: A broken funnel

As the busiest sales period of the year approached, Oreylo was facing a major challenge—their Facebook ads were running, but the returns weren’t adding up. With advertising costs already high and expected to spike further during BFCM, they needed to fix their conversion issues fast.

Their product pages weren't converting well enough to support their ad spend, and they needed to optimize their entire funnel before the holiday season. With just weeks until Black Friday, they had to move quickly to improve both their pages and ad performance to avoid wasting their Q4 marketing budget.

That's when they came to Seven Ecom (an official Instant Agency Partner) for help.

They needed a proven system to not only improve short-term results but also build a scalable foundation for future growth.

The solution: A 3-step strategy

Seven Ecom specializes in CRO for ecom brands, and improving product pages for better Facebook ads performance is their signature expertise. With their help, Oreylo managed to increase their profitability by 14.23% and add $202,452 in annual profit, setting them up for long-term success and stronger holiday sales.

But this didn't just happen by chance. It was the result of combining:

1. Research for experimentation
   
   

2. Product page optimization
   
   

3. The right tools for quick and efficient implementation

This case study will break down each of these elements so you can apply these strategies to your store and improve your performance.

Step 1: Research for experimentation

Research for experimentation is the backbone of any conversion rate optimization. It helps pinpoint exactly which problems to fix and which will have the biggest impact on your bottom line, eliminating guesswork and saving precious time.

"With proper research in place, you're diagnosing your store's actual problems instead of guessing. Take customer surveys - you can literally ask customers what's holding them back from buying, then focus your efforts on fixing those specific issues in your funnel. A proper research is 80% of your CRO results," says Teodor Petrovic.

The research methods Seven Ecom used to identify the conversion problems so they could design a proper solution were:

• Analytics data analysis – examining user behavior patterns and bottlenecks
  
  

• Heatmaps – analyzing customer engagement touchpoints
  
  

• Session recordings – observing customer behavior
  
  

• Customer surveys – gathering data on customer objections and hesitations
  
  

• UX heuristic review – evaluating the funnel and visually identifying aspects such as friction, motivation, clarity, value, and trust

The research was focused specifically on the new user segment that came from the FB ads.

After gathering and analyzing the data from these methods, several patterns emerged. The most significant finding was a trust issue—potential customers were hesitant and lacked confidence in making a purchase.

This wasn’t just an isolated issue; it’s something that affects many e-commerce brands. A lack of trust signals can drastically reduce conversions, especially for first-time buyers who aren’t familiar with your brand.

This gave a clear direction for potential solutions to improve the conversion rate: increasing the trustworthiness of their product pages.

Step 2: Product page optimization

After identifying the conversion problem, the Seven Ecom team focused on developing a new variant of the product page to be tested, with the goal of increasing trust in Oreylo’s product pages and changing behavior—to increase the conversion rate.

The challenge with making changes and testing was the traffic volume. While Oreylo had decent traffic, it wasn’t enough to test individual changes one by one. To reach statistical significance faster, Seven Ecom needed to implement multiple changes simultaneously to create a more substantial impact on the conversion rate.

After analyzing the research data and brainstorming potential solutions, they created a new product page.

The control vs. new variant:

Here's a closer look at a few of the key changes they made:

• Added image chevrons: Made navigation between images more effortless with the chevron buttons.
  
  

• Added image thumbnails: Increased perceived value and motivation by displaying thumbnails of others wearing the earrings.
  
  

• Added social proof: Increased motivation with a star rating widget and the number of happy customers.
  
  

• Added urgency: Increased motivation by highlighting that the current offer (B1G2) is time-limited.

• Added the arrow: Reduced friction by visually indicating that Add-To-Cart is the next step in the customer journey.
  
  

• Added trust signals: Clarified the offer and increased trust by showcasing reliable policies and guarantees.
  
  

• Added highlighted review: Increases trust by displaying a satisfied customer review with an image above the fold.

Why did they make these changes?

Changes they applied to the new variant were focused on:

• Emphasizing the social proof above the fold to increase trust
  
  

• Showing more images of the product to emphasize the product quality, therefore increasing the trust
  
  

• Showing the value proposition and clear offer to increase clarity and trust

“When we onboarded Orelyo, we had a gut feeling that there were a lot of things that could be improved in the above-the-fold section—the most important section of any page," explains Teodor Petrovic. "The research confirmed that, along with the fact that trust issues were one of the key problems. Social proof by nature is one of the ingredients for increasing trust. If other people like you and your product, that should subconsciously help new customers build trust with you. We proposed a solution to increase trust by emphasizing social proof with more happy customers that new customers can relate to, and highlighting product quality by showing more high-quality images.”

But even after Seven Ecom had put these optimizations into a Figma file, they needed to act quickly and efficiently—Black Friday was just around the corner.

They needed to get the product page developed for the test ASAP, and not only get it up—it had to be high-performing to handle the massive traffic surge that was coming.

Step 3: Fast implementation with Instant

To make sure Oreylo's new product page was:

• Swiftly developed
  
  

• High-performing
  
  

• Exactly the same as the designed solution

Seven Ecom used the Instant Shopify Store Builder to develop the new product page.

“Instant was a crucial component of this whole optimization process. With BFCM approaching, we needed to get this new variant live literally within a day and start A/B testing. That wouldn’t have been possible with traditional development. But just getting a page live quickly wasn’t enough—it needed to be exactly as we planned and high-performing, ensuring our client could continue using it if it outperformed the control. This is where Instant has helped us a lot," says Teodor Petrovic.

"What I especially like about Instant is how it lets you test ideas while maintaining high performance. Got a new idea for your product page? You can get the A/B test live within days. A 1:1 match to your idea and design, and anyone can create it. That’s just not possible with coding.”

Traditional development can take weeks, if not months, to implement changes—Instant allowed them to move at the speed of business.

Instant helped Seven Ecom and Oreylo get the new product page live for A/B testing within a day.

As Seven Ecom uses Figma for their product page designs, the integration between Figma and Instant was crucial in the development process, making the product page development as seamless as possible while maintaining the 1:1 look they'd designed.

Additionally, Instant’s built-in performance optimizations meant that new product pages weren’t just visually optimized but also technically optimized. This ensured that even during the BFCM traffic surge, pages remained stable and high-converting. 

And, with its drag-and-drop editor and seamless Shopify integration, any future tweaks needed could be easily launched without relying on code. 

This efficient process helped Seven Ecom launch their A/B test quickly, leading to impressive results that have helped Oreylo boost conversions, increase profitability, and scale their Facebook ads more effectively.

The results: A 14.23% profit boost and a scalable growth strategy

The whole process of research, optimization, A/B test of 2.5 weeks, and implementation led to Oreylo adding $202,452 in annual profit. This significantly increased Oreylo’s profitability and FB ad performance, laying the foundation for success during the holiday season and future optimizations.

Key takeaways for Shopify brands

1. Always do comprehensive research before making any hypotheses, testing, and optimizations.
   
   

2. Formulate hypotheses that directly address these problems.
   
   

3. Use the best technology to develop high-performing landing pages quickly.

Beyond just a short-term win, this project gave Oreylo a repeatable playbook for future optimizations. With Seven Ecom's research-backed approach and the ability to quickly test and iterate using Instant, they’re no longer relying on guesswork to improve their conversion rates.

Instead, they now have a scalable system for continuously refining their product pages and ad performance, ensuring long-term profitability and growth. For any brand struggling with underperforming ads, this case study proves that the right agency partner, combined with the right tools, can unlock massive opportunities for revenue and scale!