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How We Increased Sugar and I Beep Delivery Sales by 821%
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320%
Increase in Facebook Ad ROAS
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821%
Sugar and I Beep Delivery Sales Growth
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926%
Increase in Beep
Delivery Orders
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If you're curious how Sugar and I achieved the results above in 30 days, read further!
In this case study, we will show you how we increased Sugar and I Delivery Sales by 821% through Facebook Ads with Beep Delivery and StoreHub Conversion Funnel.
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Table of contents
About Sugar and I
What is a Conversion Funnel?
The Five (Main) Elements of a Conversion Funnel
The Facebook Campaign Structure using Conversion Funnel
How We Set Up Facebook Campaigns for Sugar and I
Sugar and I Leverages Beep Delivery Features
The Results
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About Sugar and I
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Sugar and I is a dessert shop located in SS14, Subang Jaya.
Having deep love towards baking and decorating cakes, Sharifah Nur Illisa, the founder of Sugar and I started the business as a passion project in 2016.
As the business continues to grow, she realized it is difficult to manage the business and bake at the same time. Her brother, Syed Mohd Ilyas decided to help her out by quitting his job to pursue his dream of becoming an entrepreneur.
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What is a Conversion Funnel?
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If you’re selling a product or service online, you have a conversion funnel.
Before you can optimise your conversion funnel for maximum results, the first step is to understand the concept of a conversion funnel first.
So, what is a conversion funnel?
A conversion funnel (also known as “sales funnel”) is about visualizing and understanding the flow or journey that your customers experience.
By creating a conversion funnel, you’ll understand what a customer goes through in the flow and identify the actions you should take to influence the customer at every phase of the funnel.
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The Five (Main) Elements of a Conversion Funnel
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1. Awareness: Discovering Your Brand or Business
This is the first time when a person or potential customer discovers or learns about your brand. It could be an ad or word of mouth that helps them to get to know you for the very first time.
To get your brand discovered by more people and attract them to visit your website or store, you can increase your brand awareness through
social media
advertising
search
2. Interest: Finding out more about Your Brand or Business
During this phase of the conversion funnel, they are aware of your existence and now they decide to find out or learn more about you by browsing your menu or product.
Your website and content are crucial in this phase because you want to generate stronger interest among your customers and help them get to know you better.
3. Desire: Wanting to Have What You’re Offering
After having a strong interest in your brand and product, the next phase is to create a desire for your products.
In other words, your customers are now adding the products they are interested in the shopping cart.
For instance, if your food menu is like a feast for the eyes, you can create a strong desire for your customers to add to cart and push them forward to the next phase - take action.
4. Action: Taking Your Desired Action - Purchase
This phase is when your customers take your desired action, which is to purchase your product or service successfully.
Adding to cart in the previous phase doesn’t mean that they will complete the purchase. Therefore, you want to ensure that the buying experience on your website or store is seamless and easy.
5. Loyalty: Purchase from You Again and Again
The loyalty phase is often missing in most of the conversion funnels, which is extremely important for any businesses. Why do we say so?
Because customers who had great experiences consuming your products are much more likely to purchase from you again than first-time customers.
You’ll want to encourage them to become your repeat and loyal customers because research shows that loyal customers worth up to 10 times as much as their first purchase.
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The Facebook Campaign Structure using Conversion Funnel
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Now you have a better understanding of what a conversion funnel is, let’s dive into how we set up the Facebook campaigns structure for Sugar and I based on the conversion funnel.
There are six types of audiences that we target in our campaigns:
I. Cold Audiences (Awareness Phase)
People who don’t know your business (e.g. only visited your website or store home page).
II. Warm Audiences (Interest Phase)
People who are familiar with your business (e.g. viewed your menu, product or content).
III. Hot Audiences (Desire Phase)
People who have high engagement (e.g. added to cart) when they visit your website or store.
IV. Customer Audiences (Action Phase)
People who have ordered or purchased from you successfully.
V. Existing Customer Audiences (Loyalty Phase)
People who have purchased from you at least once.
VI. Lookalike Audiences
People who are similar to the audiences that we already care about.
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How We Set Up Facebook Campaigns for Sugar and I
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We split the conversion funnel into four different campaigns based on the audiences we want to target:
Cold Campaign
a) Campaign Objective
Objective: Conversion
Conversion Event: Purchase
b) Target Audiences:
People who have interests in Brands such as Secret Recipe, The Coffee Bean & Tea Leaf
People who have interests in Desserts and Cakes
3% Lookalike audiences of Existing Customers
3% Lookalike audiences of Customers who purchased on sugarandi.beepit.com in the past 30 days
c) Ad:
At this awareness phase, we wanted to increase brand awareness of Sugar and I and create the first touchpoint with the potential customers to get to know what Sugar and I does.
In other words, we want people to visit the Sugar and I Beep online ordering store - sugarandi.beepit.com and engage with Sugar and I’s social media so we can push these people to the next phase - Interest.
Here’s one of the ads that we run:
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Warm Campaign - A
a) Campaign Objective
Objective: Conversion
Conversion Event: Purchase
b) Target Audiences:
People who engaged with Sugar and I Facebook and Instagram Page in the past 30 days but did not visit sugarandi.beepit.com
People who visited sugarandi.beepit.com in the past 30 days but did not add to cart
People who added to cart in the past 30 days but did not purchase
c) Ad:
Once we’ve gotten their awareness in the previous campaign, we reach out to them again by telling them why they must try the desserts of Sugar and I.
We create two different ad sets to target the engagers and the visitors of the Sugar and I’s Beep store.
The goal is to push them from the interest phase (place order) to the action phase (purchase).
So, how do we convince them?
One of the strategies we use is “Customer Testimonials”. A study shows that
72% of consumers say positive testimonials and reviews increase their trust in a business and
88% of consumers say reviews influence their online purchasing decisions.
Therefore we’ve included an actual customer review from Sugar and I in our ad copy as shown below.
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What if they added to cart, but ended up not purchased？
The fact is that not 100% of the potential customers will proceed to checkout and purchase after they add to cart.
Most likely it’s because they might be busy at the time and forget about it later.
Therefore, we create an ad set targeting people who have added to cart but did not place any order to remind them that they have forgotten something in their cart.
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Besides reminding them about their abandoned carts, we use phrases such as “Selling fast” and “Hurry” to create a sense of urgency.
Tip: Urgency is a powerful factor that can help you generate more sales.
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Warm Campaign - B
a) Campaign Objective
Objective: Conversion
Conversion Event: Purchase
b) Target Audiences:
Existing Dine-in Customers from POS System
c) Ad:
In this campaign, we target Sugar and I offline customers - people who dined in at the physical store before.
We want to let their dine-in customers know that they can order online from Sugar and I too.
To be able to target your customers on Facebook, it is extremely important to have your customer database that records and keeps track of your customers’ details.
If you’re not collecting any customer data yet or wonder how you can start collecting customer data, you have to learn these powerful customer relationship management strategies.
As this group of customers have only dined in at the physical shop, they may not know that they can actually order online from Sugar and I.
Thus, we re-engage with this group of customers by telling them “Sugar and I is now online” and they can order again at any time!
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Hot Campaign
a) Campaign Objective
Objective: Conversion
Conversion Event: Purchase
b) Target Audiences:
People who purchased at least once on sugarandi.beepit.com
People who purchased on sugarandi.beepit.com in the past 30 days excluding those who purchased in the past 3 days
c) Ad:
Finally, we target customers who have passed the action phase in the conversion funnel to build customer loyalty and convert them into repeat buyers.
At this stage, the trust and relationship between customers and the merchant have been established as the customers have purchased at least once from Sugar and I.
That’s why remarketing to your existing customers is important, because it is easier to get them to purchase from you again.
In our ads, we advertised one of the new desserts of Sugar and I called bomboloni to this group of customers.
Customers who have not try it yet or not sure what to try again may be interested to order this newly launched dessert.
Apart from introducing the new dessert, we also remind them to use their Beep cashback in their next order to drive repeat purchases.
Merchants on Beep Delivery can enable Beep cashback easily with the amount they want to reward their customers.
Businesses that run a loyalty program generate 30% more sales than those who don't.
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Sugar and I Leverages Beep Delivery Features
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Apart from StoreHub digital advertising, Sugar and I also leverages the following Beep Delivery features to grow their business:
a) Beep Personal Online Ordering Website
Merchants can easily set up their own Beep online ordering stores with personalized URL links (eg: sugarandi.beepit.com) to enable pickup and delivery ordering directly on Beep Delivery.
By placing the Beep store link on every channel such as Facebook Page, Instagram or Google My Business, merchants can provide a seamless online ordering experience to customers and start receiving online orders in no time.
b) Beep Food Delivery App
Beep food delivery app is exclusively for merchants who are powering their own food delivery service through Beep Delivery by StoreHub.
Here are 3 Beep app benefits for restaurant owners:
get discovered by customers up to 20km away
let customers easily reorder their go-to meal – again and again
encourage customers to keep coming back with cashback that can be claimed and tracked through the app
c) Beep Cashback
Beep Cashback is an easy, fully-integrated loyalty program for StoreHub merchants.
Merchants can use Beep Cashback to build customer databases and turn their customers to loyal customers.
d) SMS Blast
SMS marketing is a fast and effective way to attract customers.
On Beep Delivery, merchants can send customers promotions or entice them to return via SMS in just a few clicks.
e) Beep Food Orders on Instagram
In partnership with Instagram, Beep merchants can add an action button of “Order Food” on their Instagram profiles and use Beep Food Orders stickers in Instagram stories to bring visitors to check out their Beep stores easily.
f) Facebook Pixel Installation for Tracking on Beep
Beep Delivery is one of the few food delivery platforms in Malaysia that allows you to install your own Facebook Pixel.
"What is Facebook Pixel?"
The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. - Facebook for Business
"Why should I use Facebook Pixel?"
The answer is simple, yet important.
You will only be able to track the actions or conversions accurately once you have Facebook Pixel installed on your website. It can help you track, for instance, the data below:
- Page View
- View Content
- Add to Cart
- Initiate Checkout
- Purchase
Furthermore, it provides you with the important information that you can use to create better Facebook ads with more accurate targeting.
For example, you can create custom audiences of people who visited your website, added to cart, purchased in the past 30, 60, 180 or 365 days as well as lookalike audiences.
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The Results
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Sugar and I saw huge growth on Beep Delivery with StoreHub Conversion Funnel through Facebook Ads:
1. 320% increase in Return on Ad Spend (ROAS) on Facebook ads
*Note: Return On Ad Spend (ROAS) means the total return on ad spend (ROAS) from purchases.
For instance, ROAS of 10 means that for every dollar spent on ads, you get 10 dollars in return.
2. 821% increase in Beep Delivery sales
3. 926% increase in Beep Delivery orders
Campaign Name Conversion Rate (%) ROAS (return on ad spend)
New Hot Campaign
5.30
9.97
*Hot Campaign
3.47
4.90
Warm Campaign - B
5.16
16.50
Warm Campaign - A
1.25
15.97
Cold Campaign
0.23
10.17
Average
11.90
*Note: We stopped the Hot campaign after running a few days and launched the New Hot campaign after optimising it.
Breaking down the results of each campaign that we ran, the conversion rate increased when going deeper down the conversion funnel from cold to the hot campaign.
This implies that the warmer your audience is, the more likely they will purchase from you.
The Warm Campaign B has the highest ROAS of 16.50 where we target the existing customers of Sugar and I.
This proves that remarketing to your existing customers is extremely important.
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