Client Background
Overdrive Watches is a premium German timepiece brand with an exclusive physical presence at The Pearl, Doha – Qatar, and a direct-to-consumer website: overdrivewatches.com. Built on the principles of precision, heritage, and understated luxury, Overdrive caters to a niche clientele of modern professionals and collectors who value timeless craftsmanship.
The brand sought to scale its presence in the Gulf through e-commerce growth, using its online store as the primary sales channel.
The Challenge
Despite consistent ad spend, Overdrive’s website was not converting traffic into sales. The core issues included:
- Poor website user experience and friction across the checkout journey
- Weak ad campaign structure and targeting
- Minimal customer engagement despite high reach
- Technical issues with payments and analytics tracking
- No clear ROI from prior digital marketing efforts
“How can we transform Overdrive’s online store into a high-converting engine while preserving its luxury image?”
Objectives
ABECODS was brought on to solve this core challenge with the following goals:
- ✅ Increase online sales and generate a positive ROAS
- ✅ Improve the website’s UX/UI for better conversion
- ✅ Optimize paid ad campaigns on Facebook and Instagram
- ✅ Accurately track performance and identify drop-off points
- ✅ Build a scalable paid media framework
Strategy
We began with a comprehensive audit, combining data analysis, UX evaluation, and persona refinement:
Audience & Behavior Analysis
- Reviewed 12 months of traffic data
- Identified high-intent segments: Men aged 25–34, primarily in Qatar, KSA, and Oman
- Mapped out behavioral flow to detect conversion barriers
Website Conversion Audit
- Found over 15 major issues in the product, cart, and checkout experience
- No short descriptions, poor image use, lack of reviews or filters
- Payment bugs and checkout friction due to mis-prioritized form fields
- Missing lead-gen opportunities and trust elements
Paid Media Strategy
- Rebuilt campaign structure from scratch
- Segmented audiences: cold, warm, lookalikes, email subscribers
- Focused on Facebook, which contributed over 76% of social traffic
- Deployed high-converting ad creatives and luxury positioning copy
Tracking & Technical Fixes
- Installed enhanced tracking for Add-to-Cart and Purchase events
- Detected a 3D Secure payment gateway issue that silently blocked transactions
- Supported the client in escalating and resolving these issues
🚀 5. Execution
Our approach focused on paid social media as the primary growth channel.
Test Campaign (2 Weeks)
- Ad Spend: $1,000
- Reach: 210,000
- Adds to Cart: 304
- Purchases: 13
- Revenue: $8,454
- ROAS: 8.45X from high-intent audiences
Full Campaign (8 Weeks)
- Ad Spend: $2,698
- Reach: 605,000
- Link Clicks: 5,129
- add to cart: 673
- Purchases: 20
- Revenue: $18,265
Full Campaign Summary (Test + Launch)
Key Takeaways
- ABECODS turned a zero-sale e-commerce store into a 7.23x ROAS success story
- Diagnosed and resolved UX and technical payment issues through proactive analytics
- Helped the client achieve 80% of their quarterly sales target before campaign pause
- Uncovered $22K+ in blocked sales due to 3D Secure bugs — protecting real revenue
- Validated a profitable media mix that can be scaled in future launches
This project didn’t just drive results — it proved that Overdrive can win online, sustainably.
