Introduction et contexte :
JITSAN SHOP is a Moroccan e-commerce brand that operates on a Cash-on-Delivery (COD) model—a common but challenging structure in North Africa. With a broad catalog ranging from wellness gadgets to kitchen tools, the store was attracting a decent volume of traffic, but struggling to turn that into confirmed, delivered orders.
The key audience?
Young adults (18–35), mobile-first, price-sensitive, and skeptical of online payment—trust is everything.
Despite heavy ad spend, COD orders were frequently canceled or never confirmed, return rates were high, and the ROAS was rapidly declining. That’s when I was brought in to optimize the funnel, minimize drop-offs, and improve bottom-line conversions.
Le défi (point douloureux et énoncé du problème) :
The main issues stemmed from conversion inefficiencies and lack of trust in the COD process:
- Landing Page to Checkout Conversion Rate: 1.6%
- COD Confirmation Rate: 58% (42% of leads were uncontactable or unqualified)
- Return Rate after Delivery: 21%
- ROAS was declining from 2.2x to 1.1x over 30 days
- Average Order Value: 97 MAD (~$9.40), making it hard to scale with Meta ads
Additionally, the product range was broad, but content strategy was generic—one-size-fits-all campaigns weren’t converting.
Catégorie
E-COMMERCE
Clients
JITSAN SHOP
Localisation
Maroc
Dirigé et exécuté par :
Mohamed Chourouki
La stratégie et l'exécution (décomposition étape par étape des mesures prises) :
I designed a conversion-obsessed content strategy + funnel refinement blueprint called: “Frictionless Funnel for COD”—focused on building trust, qualifying buyers, and post-click performance.
🔹 Phase 1: Conversion-Focused Landing Pages
Replaced generic Shopify product pages with dedicated sales landing pages (one per hero SKU).
Pages followed AIDA copywriting + embedded:
– Social proof (screenshots of happy WhatsApp messages)
– Delivery FAQs (“When do I pay?”, “How do I know it’s real?”)
– Explainer videos with Moroccan Arabic voiceover
➡ Result: Landing Page → Checkout rate improved from 1.6% to 4.9%.
🔹 Phase 2: COD Confirmation Automation
Integrated WhatsApp Business API to auto-confirm COD orders within 10 mins:
“Hi! This is Jitsan Shop. Please confirm your order by replying ‘1’”
Auto-disqualified numbers with invalid prefixes or out-of-zone delivery codes.
➡ Result: COD Confirmation Rate jumped from 58% to 81% in 10 days.
🔹 Phase 3: SKU-Specific Content & Targeting
Analyzed top 5 products by CTR → created unique ad angles for each:
– “3-in-1 Kitchen Cutter” – demoed via UGC-style video
– “Smart Posture Corrector” – showed before/after animation
– “LED Mirror Clock” – styled in Moroccan bedrooms
Used Value-Based Lookalike Audiences on Meta (via pixel + offline data import)
➡ Result: CTR increased from 1.2% to 3.8%, and CPC dropped by 34%.
🔹 Phase 4: Post-Purchase & Return Prevention
Sent WhatsApp reminders 1 day before delivery + unboxing tips.
Introduced “Thank You Card” inside packaging with referral code:
“Invite a friend, get 20 MAD off your next order.”
➡ Return Rate dropped from 21% to 12%, and 9% of new buyers came from referrals.
Les défis et les obstacles :
- Customer distrust of automated confirmations
→ Solution: Personalize messages with first names + add local dialect emoji tone (✅📦)
- Low mobile signal in rural zones causing failed confirmations
→ Added option to confirm via simple missed call (used Twilio API)
- Meta ad fatigue due to SKU repetition
→ Solved by running UGC-style reviews with Moroccan creators who demoed usage in local dialect.
Les résultats et l'impact (comparaison des données avant et après) :
Métrique | Avant | Après (45 jours) | Changer |
Monthly Orders | 1,140 | 4,689 | +312% |
COD Confirmation Rate | 58% | 81% | +39.7% |
Return Rate | 21% | 12% | –42.8% |
AOV | 97 MAD | 111 MAD | +14.4% |
ROAS | 1.1x | 2.9x | +163% |
Landing Page → Checkout | 1.6% | 4.9% | +206% |
Referral Orders | 0% | 9% of total | New Revenue Stream |
Principaux enseignements et leçons tirées :
✅ Trust is currency in COD markets—especially in Morocco. Adding local voice, transparency, and buyer education increased conversions more than discounts ever could.
✅ Automated confirmation = higher ROI. The 10-minute WhatsApp flow filtered low-quality leads and preserved ad budget.
✅ One product ≠ one strategy. Segmenting SKUs with tailored funnels & creatives multiplied performance across the board.
✅ Low-tech users need high-empathy UX. Simple missed call confirmations beat fancy CRM forms in underserved zones.
✅ Packaging is post-click marketing. A thank-you card and referral code turned buyers into brand ambassadors.
Conclusion et réflexions finales :
This campaign proved that data-backed content and local-market nuance can dramatically transform even the most price-sensitive, low-margin e-commerce model.
By optimizing every step of the COD funnel—from first click to post-delivery—we turned JITSAN SHOP into a sustainable, scalable growth machine.
Next step? Expanding this system with influencer partnerships, multilingual ad variants, and recurring bundle offers.
Ready to drive conversions in complex e-commerce markets?
Let’s build smart, local, scalable funnels—together.
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