Cases
Case Study: Driving Luxury E-commerce Growth Through Omnichannel Integration
Challenge:During the highly competitive November peak season, the premier Türkiye luxury retailer Beymen.com wanted to scale its performance and efficiently increase its “add to cart” volume. While they already had a strong foundation in Search, the core challenge was determining whether investing in mid-funnel strategies would drive incremental results or simply cannibalize their existing traffic.
18%
relative lift
15%
lower Cost Per Acquisition (CPA)
1.08
Incremental Return on Ad Spend (IROAS)
Approach:
To scientifically isolate the value of expanding beyond standard Search, Beymen conducted an A/B conversion lift study. They compared a “Search only” strategy against a “Search plus Demand Gen” strategy. Utilizing Media Test Program (MTP) incentives and focusing on conversion-first optimization alongside high-quality visual storytelling, they focused heavily on measuring true incremental impact.
Partnering with SEM:
Beymen collaborated closely with the agency SEM, which provided the execution support necessary to successfully launch and manage the Demand Gen test campaign.
Results:
The experiment provided definitive proof that mid-funnel investments profitable drive growth, shifting Beymen toward an incrementality-first media model. Despite the noisy peak season, the integration achieved:
The experiment provided definitive proof that mid-funnel investments profitable drive growth, shifting Beymen toward an incrementality-first media model. Despite the noisy peak season, the integration achieved: