ILM & IMAAN is a faith based eCommerce brand that focuses on enriching the spiritual lives of Muslims around the world. ILM & IMAAN produces Islamic digital products, including eBooks, guides, and printable materials, to help make the process of learning about Islam interesting, relevant and easy to do.
Grounded in Ilm (knowledge) and Imaan (faith), ILM & IMAAN provides ways for people to enhance their relationship with Allah and live a life that is more conscious of faith. Each product translates difficult Islamic teachings into easily consumable tools that promote daily spiritual growth.
By focusing on authenticity, aesthetics and value-based content, ILM & IMAAN cultivated a loyal community of followers looking for meaningful ways to deepen their faith. Let’s dive deep into the case study to find out the secret behind this exponential growth. Let’s break down the steps that led to this extraordinary revenue surge.
Objective
The goal was to enhance ILM & IMAAN digital performance conversion, user experience and marketing initiatives that are aligned to the brand’s faith-based values.
Primary Goals :
- Establish the brand identity to create ILM & IMAAN as recognizable and to establish an emotional connection with its audience.
- Build trust via authentic social proof and other credibility indicators.
- Improve product presentation to show value and practical benefits for daily engagement and spiritual practice.
- Optimize checkout process to lower friction, drive conversion and reduce cart abandonment.
Challenges
ILM & IMAAN faced several challenges that were limiting conversions before optimization.
- Restricted reach: The brand struggled to engage potential customers organically in the beginning.
- Audience definition issues: No clearly identified segments, no targeting based on interests or intent, which made campaigns less efficient.
- Not optimized product pages: The lack of an emotional trigger in the call-to-action limited user engagement.
- No automation: The brand had no remarketing workflows, no email sequences and no WhatsApp recovery, limiting repeat sale opportunities.
- Small budget: Campaigns had to be profitable from day one and did not offer an opportunity to experiment.
Our Strategy
- Clarified brand messaging to highlight spiritual transformation and create an emotional connection with the customer.
- Elevated product presentation to clearly articulate value and practical benefits for daily spiritual practice.
- Improved the overall user experience across the website for easy navigation and reduced the frictions for purchase.
- Included trust elements to build authenticity through social proof, testimonials, and indicators of credibility.
- Created automated engagement and follow-up processes to strengthen relationships for repeat purchases.
- Applied data-driven insights to continually track performance and optimize campaigns for maximum conversions.
Results
In the first half of October, we have attained excellent improvement across every key business measure. What these results are saying is that the marketing and sales strategy that we are utilizing now is providing significant returns particularly in terms of customer acquisition and order volume.
Key Takeaways
- The Effectiveness of storytelling: An emotionally impactful message, even religious in nature had a much stronger effect on their marketing than traditional eCommerce copy.
- Remarketing Works: Automated email and WhatsApp campaigns saved 32% of abandoned carts
- Influencer Effect: Partnering with micro-influencers created an effective combination of authenticity, engagement, and trust in the target audience
- Localized Language Matters: Using both Urdu and English in the creatives improved trust, click-throughs, and engagement overall.
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