Yuaia: Scaling Nordic Beauty with 477% ROI
The bottom line: Through systematic A/B testing and conversion optimization, we generated a 477% ROI and over 6 figures in additional monthly revenue for Yuaia across their Nordic and EU markets in just three months.
The Challenge
Yuaia came to us already successful. They were running profitably across Denmark, Sweden, and their EU shop, but they had a scaling problem: their conversion rate was decent, but not good enough to support the aggressive ad spend they wanted to deploy.
The math was simple: when you're spending six figures monthly on ads, even a small improvement in conversion rate translates to massive revenue gains. Their team knew they were leaving money on the table, but didn't know exactly where or how to fix it.
Their goal: maximize the value of every visitor and build a system that would work across all their markets.
Our Approach
We use a method we call Conversion-First Development. Instead of making changes based on best practices or gut feelings, we treat almost every website change as a hypothesis to be tested.
Here's how it worked in real life:
1. Research First
We conducted in-depth research into Yuaia's customer base to understand what was actually stopping them from buying. Through customer surveys and user research, the clearest signal emerged: customers wanted more clarity upfront about what they were getting, and specifically wanted more flexibility in choosing product combinations before committing.
2. Hypothesis Development
Armed with this research data, we developed a series of hypotheses targeting the specific friction points we'd identified. Each hypothesis was designed to address a concrete customer concern while aligning with Yuaia's long-term business goals.
3. Build and Test
We developed multiple high-leverage A/B tests to validate our hypotheses. No changes went live without proof they actually improved results. Each experiment generated additional learnings that informed our next round of optimization.
4. Scale What Works
Once we validated improvements in one market, we adapted and deployed them across Denmark, Sweden, and the EU shop. The core psychological drivers (clarity, flexibility, reduced purchase anxiety) stayed consistent, but we adjusted for local market needs.
The Results
Over 90 days, we ran multiple experiments with a 38.5% win rate (meaning nearly 4 out of 10 tests produced statistically significant improvements that we implemented).
Our biggest win: An offer test that gave customers more upfront flexibility in product selection. This single test increased Revenue Per User by 34% at 99% statistical significance.
Overall impact: The combination of winning tests generated over 6 figures in additional monthly revenue, delivering a 477% return on investment.
Because we A/B tested everything, we can directly attribute these revenue gains to our specific changes, not seasonality, not other marketing efforts, just our optimization work.
Why This Approach Works
The reason we could quickly scale wins from one country to another isn't complicated: fundamental human psychology doesn't change at borders.
When Danish customers told us they needed more clarity and flexibility, we knew Swedish and Dutch customers would likely respond the same way. And they did.
Some of Yuaia's international stores don't yet have the traffic volume needed for rigorous A/B testing, so we adapt proven winners from higher-traffic markets and continue refining as data comes in. This approach lets us improve all stores immediately while building toward full optimization across every market.
What's Next for Yuaia
We're still actively working with Yuaia, continuing our optimization work with a strong focus on Lifetime Value (LTV). While we drive immediate conversion improvements, we're equally focused on ensuring customers become repeat buyers who stay with the brand long-term.
Yuaia now has a proven optimization system they can scale indefinitely. More importantly, they've eliminated the guessing game from their growth strategy. They know what works, why it works, and how to replicate it.
Ready to Scale Your E-commerce Brand?
If you're already successful but know you're leaving revenue on the table, let's talk. We specialize in data-driven optimization for growing e-commerce brands that want to maximize their ad spend efficiency.
