XEGEN Growth & Technology Case Study

My e-commerce store, XEGEN, had achieved significant sales volume but faced two critical business challenges: intense price competition that squeezed profit margins, and an unoptimized ad spend that was draining capital. The primary goal was to shift from pure sales volume to sustainable, profitable growth.

I initiated a full audit of the business, applying a data-first approach. I began by calculating the Break-Even ROAS for my key products, which allowed me to build a data-driven ad strategy, pausing unprofitable campaigns and reallocating budget to high-margin items. Concurrently, I redesigned the digital storefront's user experience to increase Average Order Value (AOV) by implementing strategic product bundling and tiered vouchers. Finally, to build a long-term, defensible brand asset, I architected and built a full-stack brand website (xegen.id) to create a new customer acquisition funnel via SEO.

This data-driven approach produced significant, measurable results. The business not only became more profitable, but the improved user experience and trust signals led to an increase in the store's overall conversion rate from 3.57% to an industry-leading 4.5% year-over-year.