How I helped Draftframes increase revenue, improve conversion efficiency and build a stronger digital journey for customers turning meaningful moments into professionally framed keepsakes.
Results presented for the focused growth period from September to November 2024.
Draftframes is a UAE based online platform that makes professional custom framing simple and accessible. Customers can upload photographs, artwork, certificates, posters or personal memories and order handcrafted frames online.
Every order carries meaning, which makes trust, clarity and confidence essential throughout the journey.
The service turns a traditionally offline and time consuming task into a guided online experience.
Customers were not choosing a standard item from a shelf. They were deciding how to preserve something personal. The challenge was to explain a highly customizable service clearly, build trust quickly and keep the process comfortable from upload to delivery.
Reach customers with a genuine framing requirement.
Help customers understand formats and product options.
Reduce uncertainty across the purchase journey.
Bring interested visitors back with relevant messaging.
Draftframes was managed alongside Drawdeck, but required its own approach. I connected search demand, campaign messaging, onsite behaviour and customer follow-up so that the brand could support both practical framing needs and emotionally driven purchases.
Google Ads, audience planning and intent based campaign structure.
Website journey analysis, mobile usability and conversion focused improvements.
Lifecycle messaging, remarketing logic and repeat purchase opportunities.
Tracking, reporting and data informed decisions across channels.
The account was structured around the trigger behind the search. Some users already knew they needed a frame, while others were exploring gifts, home updates or ways to preserve an important photo.
Reached people exploring gifts, home updates, photography and ways to preserve meaningful moments.
Covered broad and specific needs including canvas, collage, print and frame, certificate framing and map prints.
Matched exact needs with relevant sitelinks, product formats and clear reasons to choose Draftframes.
Used separate messages for visitors who browsed, began an order, abandoned the process or had purchased before.
Each campaign had a specific job, from introducing the idea of framing to bringing an unfinished order back into focus.
Organic search focused on the practical questions that appear before an order, including format choices, canvas versus print, framing options and local delivery. This gave Draftframes a useful presence before the customer was ready to buy.
Website structure, page content and category signals were strengthened around framing products and customer needs.
The purpose was to create a reliable source of discovery that worked beyond paid campaigns.
The online journey had to replace the reassurance of speaking to someone in a framing shop. Product options, upload steps, pricing and delivery expectations needed to feel clear without overwhelming the customer.
Improved how customers understood framing formats, finishes and available options.
Focused on reducing friction for customers browsing and ordering from smartphones.
Reinforced craftsmanship, delivery clarity and confidence throughout the journey.
Used customer behaviour and performance data to identify where the journey could be simplified.
A custom frame is often connected to a wedding, a graduation, a new home or a family memory. The email strategy was shaped around those moments, helping customers return to an unfinished order and giving previous buyers a reason to frame something new.
Abandoned journey emails reminded customers what they had started and returned them directly to the framing process.
Post purchase messages introduced new framing ideas for gifts, milestones and spaces around the home.
Once a customer submitted a personal image, silence could create anxiety. The WhatsApp flow was used to provide timely status updates, answer common questions and reassure customers as their order moved through production.
Customers could access order support without waiting for a manual reply.
Routine order status questions moved into a structured automated flow.
Reporting brought together paid demand, organic discovery, order behaviour and revenue so that decisions were based on the complete path to purchase rather than one isolated channel.
Paid search, SEO, conversion optimization, lifecycle marketing and automation worked together rather than as isolated activities.
Draftframes required a different approach from a ready made product store. The role of marketing was not only to create demand, but to build confidence, explain choices and keep the brand relevant until customers were ready to frame something meaningful.
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