Driving +14% ARPU Uplift for Sachin & Babi
How this luxury fashion house transformed their digital performance through data-driven experimentation with Velocent's platform and expertise.
Sachin & Babi, a luxury fashion house known for its exceptional craftsmanship and premium designs, encountered new digital challenges in 2024. As growth plateaued, their analytics setup—based on Shopify and GA4—failed to deliver actionable insights, limiting the ability to respond to market shifts or unlock new revenue.
Sachin & Babi partnered with Velocent to transform their data, experimentation, and digital performance.
Unusable Data
Fragmented Shopify and GA4 data limited visibility into channel, device, and landing page performance. Strategic decision-making was hampered by data gaps and unreliable attribution.
Engagement Decline
Product list page (PLP) engagement dropped sharply, especially from direct and unassigned channels, reducing product exploration and threatening revenue.
Conversion Plateau
Despite promotional activity, conversion and AOV metrics stalled; indiscriminate discounting further risked margin and brand perception.
1. Data Ecosystem Overhaul
We replaced legacy analytics with the Velocent platform—our secure, compliant SaaS analytics solution:
Unified, Accurate Data
7+ years data retention (vs. 14 months in GA4), full event-level tracking, and near-parity with Shopify for revenue and transactions.
Granular Insights
SQL-based reporting enabled deep channel, device, and journey analysis. Our proprietary first-touch attribution model uncovered that Paid Search drove +19% greater revenue from 80% fewer users than Paid Social, with ARPU 4.5x higher.
Seamless Integration
Direct connections to Shopify and marketing channels, with rapid resolution of user and revenue tracking issues.
2. End-to-End Experimentation Programme
Velocent's managed experimentation services embedded a culture of continuous optimisation:
A/B and Multivariate Testing
Systematic experimentation across the customer journey, from navigation to checkout.
ARPU as North Star
By focusing on Average Revenue Per User, we unified the view of volume and value, enabling precise performance management.
Real-Time Data, Actionable Insight
The Velocent platform facilitated rapid, actionable insight generation—allowing our team to iterate quickly and prioritise high-value changes.
Product Discovery & Lateral Navigation
Enhancements to Product Pages: Introducing pattern and sibling product navigation increased ARPU by +43%. Engaged users converted 7.5x more often and spent 31% more per order. Enabling intuitive exploration directly translated to higher conversion and basket size.
Mobile Experience Optimisation
Mobile PDP Layout: Repositioning sibling products above the title drove a +16% conversion uplift and +19% ARPU increase.
Device-Specific Testing: "Fail-fast" mobile zoom testing, modelled after desktop, revealed a potential -14% ARPU loss on mobile—demonstrating the value of disciplined testing and the unique needs of mobile shoppers.
Promotional Strategy & Brand Value
Discounting Strategy: Reducing sitewide sale messaging protected both ARPU and brand perception. Limiting promotion banners to the homepage maintained revenue while supporting long-term margin health.
SaaS + Service
The Velocent platform delivers robust, future-proof data architecture, while our managed experimentation and CRO services ensure technology delivers real business value.
Data-First, Business-Led
Our approach goes beyond dashboards—unlocking strategic insights, surfacing high-impact opportunities, and executing experiments that drive meaningful, measurable outcomes.
Iterative, Customer-Centric
We prioritise the needs of the end customer and validate every innovation through disciplined, real-world testing—protecting revenue and brand equity.
With core discovery features optimised and data issues resolved, Velocent continues to partner with Sachin & Babi to: