How a Full-Funnel Strategy Lifted Cedele’s Conversion Rate by 67% in a Year
Cedele is a well-known Singapore bakery café brand, recognised for its wholesome, handcrafted food and strong emphasis on natural ingredients. With an established presence both online and offline, the brand set out to expand its digital capabilities to better engage customers and grow revenue across channels.
To accelerate this growth, Cedele partnered with Verz Design to strengthen its digital performance end-to-end, combining a new Shopify storefront with SEM, SEO, and email marketing. The strategy integrated Google Ads, SEO, and Klaviyo to drive conversions, improve visibility, optimise costs, and increase overall revenue contribution, with campaigns aligned to Cedele’s key promotional periods.
- Website
-
Industry
Food & Beverage
-
Services
Shopify, SEM, SEO &
Email Marketing Automation
By leveraging a unified approach across Shopify, SEM, SEO, and email automation over a 12-month period, Cedele achieved:
- 67% increase in conversion rate through Shopify revamp
- 20.9x ROAS from SEM campaigns
- 12.63x ROI from email marketing
- 30.53x ROI from SEO initiatives
Ready to streamline your workflow?
Partner with Verz and let’s organise your business together.
The Challenge: Building a Scalable, Multi-Channel Growth Strategy
Cedele needed a more cohesive digital strategy across owned, paid, and organic channels. As a bakery café brand selling everything from signature cakes and seasonal ranges to same-day delivery items, it first needed a storefront that could handle real operational complexity, a broad catalogue, delivery and store-pickup logistics, and customisable product options, while genuinely converting browsers into buyers, not just showcasing products.
Beyond the website, there was an opportunity to better capture high-intent users, improve cost efficiency, and strengthen organic visibility to reduce reliance on paid media alone. On the email side, segmentation and personalisation could be further optimised to drive stronger retention and repeat purchases.
The Solution: Integrated SEM, SEO & Email Strategy
Shopify: Turning the Storefront Into a Growth Engine
Verz Design designed and developed Cedele’s new Shopify storefront (Phase 1 launched 6 June 2024) using our proprietary High-Converting Design (HCD) framework: a conversion-first approach to layout, visual hierarchy, product presentation, and checkout flow, where every page is engineered to move visitors toward purchase rather than simply look good.
On that HCD foundation, the store was extended with a curated set of integrations mapped to how the business actually operates:
- Ordering & fulfilment: Store locator, delivery and store-pickup by postcode, custom product options, custom invoicing, and order export
- Conversion & AOV: Slide cart with upsell and cross-sell, product bundles, free-gift and advanced discount mechanics, promotion bar with countdown timer, and popups
- Discovery & content: Enhanced filter and search, product FAQs, and on-page SEO support
- Engagement & retention: Eber loyalty integration, Klaviyo email integration, WhatsApp live chat, and a custom contact form
- Performance: Site-speed optimisation for a faster storefront
Together, the HCD framework and this integration stack turned the storefront from a simple catalogue into a purpose-built commerce system.
SEM: High-Intent Acquisition with Optimised Spend
Verz Design implemented a performance-driven SEM strategy designed to balance aggressive acquisition with strict efficiency control. The focus was on capturing high-intent users while ensuring every dollar spent contributed directly to measurable business outcomes. Rather than running broad, always-on campaigns, the approach prioritised structured, objective-led execution tied to specific promotional and revenue periods.
- Launched Shopping Ads to capture ready-to-buy users
- Deployed Performance Max (PMax) for full-funnel reach
- Executed seasonal campaigns (Mother’s Day, Christmas, etc.)
- Used pinned headlines to improve CTR and consistency
- Ran campaigns strategically instead of continuously to avoid wasted spend
This structured approach ensured that SEM was not treated as a standalone traffic driver, but as a precision acquisition channel aligned with business goals. Each campaign was carefully timed and optimised to maximise return on ad spend while minimising inefficiencies. As a result, paid media became more predictable, scalable, and performance-focused across all key periods.
SEO: Strengthening Organic Visibility & Engagement
SEO was positioned as a long-term growth engine focused on building sustainable visibility and improving the quality of organic traffic. Instead of solely targeting rankings, the strategy emphasised user engagement, content relevance, and overall site performance. This ensured that organic growth translated into meaningful user interactions rather than just search impressions.
- Enhanced organic search visibility across key pages
- Improved user engagement metrics through content and site optimisation
- Increased overall sessions and search presence
- Leveraged Google Analytics insights to refine performance
Beyond improving rankings, SEO played a critical role in strengthening brand discoverability across competitive search terms. The use of behavioural data allowed continuous refinement of content and on-site structure to better meet user intent. Over time, SEO became a stable foundation that supported both acquisition growth and reduced dependency on paid channels.
Email Marketing: Data-Driven Lifecycle Engagement (Klaviyo)
Email marketing was restructured into a performance-driven lifecycle channel aimed at increasing retention, repeat purchases, and customer lifetime value. The focus shifted from basic campaign blasts to a more strategic, automated, and segmented communication system. By leveraging customer data, messaging became more relevant, timely, and aligned with user behaviour.
- Implemented automated flows for lifecycle journeys
- Used segmentation to target members vs subscribers
- Conducted A/B testing to improve performance
- Built a campaign calendar strategy aligned with promotions
- Designed conversion-focused EDMs
This transformation allowed email to evolve into a predictable revenue channel rather than a supporting marketing tool. With stronger personalisation and automation in place, engagement rates improved significantly across campaigns. Ultimately, email became a key driver of retention, reinforcing long-term customer relationships and recurring revenue growth.
The Results: Higher Conversions, Better Efficiency, Stronger Revenue
Over the year, Cedele’s integrated full-funnel digital marketing strategy, combining a high-converting website design with SEM, SEO, and Email Marketing, delivered strong performance improvements across acquisition, visibility, and retention. Together, these efforts improved conversions, reduced costs, and strengthened both paid and organic performance, creating a more efficient and scalable digital growth system.
- 67% increase in conversion rate and 70% average order value growth through the Shopify revamp
- Delivered a 20.9x ROAS from SEM campaigns, maximising ad spend efficiency while driving strong revenue performance.
- Generated a 30.53x ROI through SEO initiatives, highlighting the long-term impact of sustained organic growth strategies.
- Achieved a 12.63x ROI from email marketing efforts, demonstrating the channel’s effectiveness in driving high-value returns and conversions.
Overall, the strategy delivered measurable gains across all key digital marketing channels.
Conclusion: A Full-Funnel Growth Engine That Scales
Cedele’s growth came from integrating a high-converting Shopify revamp, SEM, SEO, and email marketing into a single performance-driven strategy. By aligning acquisition, visibility, and retention, the brand improved efficiency, strengthened its long-term search presence, and increased overall customer lifetime value across channels.
SEM drove high-intent conversions, SEO built sustainable organic visibility, and email marketing strengthened retention and repeat purchases. The result is a scalable, data-led system that supports growth across every stage of the customer journey.
Ready to achieve similar results? Partner with Verz Design to build a high-performance, full-funnel strategy that drives measurable growth.
