From a Leaking Funnel to 4X ROAS: How Fixing Conversion Turned World of Oud's Traffic Into Revenue
Performance Marketing
About World of Oud
World of Oud is a UAE-born fragrance brand built around one idea: pure oud, made instant. Founded by Prithvi Sunku and Wasiq Ahmed on the conviction that oud should be accessible without elaborate rituals, the brand crafted a modern, mess-free format that delivers the depth of traditional oud without the smoke, charcoal, or wait. Rooted in Middle Eastern heritage and built for a contemporary audience, World of Oud quickly became one of UAE's most recognised oud brands, selling exclusively direct-to-consumer online.
- UAE's leading instant oud brand
- D2C, online-only model
- Heritage-rooted, modern format
- Founded by fragrance enthusiasts with deep ties to Emirati culture
Challenge: Traffic Was Coming In. Almost None of It Was Buying.
When World of Oud came to Wisoft in November 2025, the core problem was not reach. The brand was spending on ads and getting visitors. The problem was that visitors were not converting. ROAS had fallen below 1X, which meant every campaign was returning less than it cost to run.
There was no structured funnel guiding people from awareness through to purchase. There was no retention mechanism to bring back customers who had already bought. And there was no way to clearly attribute which channels or creatives were contributing to the sales that did happen. The business was spending, but it had no reliable read on what was working.
- ROAS below 1X; ad spend was not returning revenue
- No structured purchase funnel from awareness to conversion
- Friction points across the website were causing drop-off before checkout
- No retention layer to bring customers back after the first purchase
- No reliable attribution to understand which channels or creatives drove results
The brief was direct: fix the conversion problem first, then build the infrastructure to grow profitably on top of it.
Our Solution: Fix the Funnel, Then Feed It
Website Audit and CRO
The first move was a thorough audit of the website to identify exactly where potential customers were dropping off. We mapped the full purchase journey from product discovery through to checkout and surfaced friction points that were costing the brand conversions at every stage. CRO fixes were implemented across both first-time and returning visitor experiences, making the path to purchase shorter and clearer.
Funnel-Stage Creative Strategy
With the website fixed, the next priority was ensuring the right traffic was entering the funnel. We built a story-led creative strategy with distinct angles mapped to each stage: top-of-funnel content to introduce the brand and educate new audiences on the instant oud format, mid-funnel content to build consideration, and bottom-of-funnel creatives designed specifically to drive purchase. Wisoft handled creative direction, concept development, and scripting, with video production executed by a specialist partner.
Channel Expansion to Reach the Right Audience
Activity had been concentrated on Meta alone. We expanded into TikTok, opening the brand to a younger audience with strong fragrance purchase intent. Targeting was built around both demographic and psychographic profiles to match the right message to the right person at the right stage of the funnel, ensuring that the traffic being driven to the improved website was qualified.
Retention Infrastructure to Protect Every Conversion
A converted customer who does not return is a conversion that only half-worked. We implemented Customer Engagement Platform for email and WhatsApp marketing, setting up automated flows for post-purchase nurturing, abandoned cart recovery, and win-back sequences. This created a retention layer that kept customers engaged between purchases and brought lapsed buyers back without additional ad spend, compounding the value of every conversion the funnel produced.
Reporting via Groviaq
Throughout the engagement, we used Groviaq, our in-house reporting and lead management tool, to provide accurate attribution and real-time performance data. Both teams had access to campaign results at any point, which meant decisions were based on what was actually happening rather than delayed or incomplete reporting.
Results and Milestones: From Losing Money on Every Sale to a 4X ROAS Business in 60 Days
The conversion rate improvement of 29% was the foundation everything else was built on. When the website stopped losing people, the traffic that was already arriving started producing revenue. The add-to-cart to purchase rate improved by 7.5%, which meant customers who showed intent were far more likely to complete the transaction. That fixed funnel, combined with qualified traffic from an expanded channel mix, brought ROAS from below 1X to a consistent blended 4X within 30 to 60 days of onboarding. Average order value climbed 23% as better funnel structure created natural upsell opportunities. And with customer engagement platform in place, the repeat customer rate grew by 19%, turning one-time buyers into returning ones without spending more on acquisition. The business that came to Wisoft with a conversion problem left with a growth engine.
| Metrics | Results | What Drove It |
|---|---|---|
| Overall Conversion Rate | Improved by 29% | Website audit findings and UX improvements implemented site-wide |
| Add-to-Cart to Purchase Rate | Increased by 7.5% | CRO fixes applied across the checkout journey |
| ROAS | Grew from below 1X to a consistent blended 4X | Achieved within 30 to 60 days of onboarding, maintained month on month |
| Average Order Value | Increased by 23% | Stronger product bundling and upsell performance across the funnel |
| Repeat Customer Rate | Grew by 19% | Retention flows via Customer Engagement Platform and consistent post-purchase communication |