eCommerce Growth · Case Study

Nyte Nyte Baby

From Sleep Sacks to Scaling — A Full-Funnel eCommerce Transformation

How Ariobe redesigned, optimised, and built a full performance marketing funnel for Nyte Nyte Baby — a bamboo baby sleep brand loved by sleep experts and TikTok moms — delivering 300% revenue growth, a 4.6x ROAS, and a cart abandonment rate slashed by 44% in 90 days.

Baby / Infant
Meta Ads
TikTok Ads
Google Shopping
Shopify
Website Redesign + CRO
90 Days

Client

Nyte Nyte Baby

Industry

Baby / Infant Products

Platform

Shopify

Project Type

Website + Paid Ads + CRO

Timeline

90 Days

01Project Overview

Nyte Nyte Baby is a mom-founded baby sleepwear brand built around premium bamboo fabric — 95% bamboo, 5% spandex — offering TOG-rated sleep sacks, pajamas, bedding, and gift sets. Already featured in OK Magazine and Medium, with endorsements from
multiple certified Instagram sleep consultants, the brand had powerful social proof and an active TikTok following. The problem: their Shopify store, ad funnel, and conversion flow weren’t working together. Ariobe was brought in to unify the
digital experience — from ad creative through to checkout — and build a scalable performance marketing engine.

📢 Presenter Script

Nyte Nyte Baby already had what most brands spend years building — expert endorsements, a loyal community, press features, and an engaged TikTok audience. But their website and ad strategy weren’t converting that trust into revenue. Our job
was to connect the dots.

02The Problem

❌

Overloaded navigation with no clear hierarchy — 7 top-level nav items each with deep dropdowns, including a confusing “NYTE NYTE & MORE” catchall. The Sleep Sacks menu contained TOG sub-categories with further sub-items (Sleeveless, Snuggle-Sack), overwhelming first-time visitors before they saw a product.

❌

6+ rotating homepage banners with no clear hero message — the homepage cycled through a Mother’s Day promo, Gift Registry, Bamboo Blanket, Flash Deals, 1.0 TOG, and Snuggle-Sack banners — with no single compelling reason to stay or buy.

❌

Broken internal navigation links — both “Gift Sets” and “Sleep Sacks” in the footer navigate to /collections/sale — a wrong destination that breaks trust and sends buyers to the wrong page.

❌

Confusing pricing display on product pages — several products (e.g., Nyte Nyte Sleeper) showed a current price of $32.95 with a crossed-out “old price” of $27.95 — making the “sale” appear more expensive than the original, confusing shoppers.

❌

No structured performance marketing funnel — despite strong TikTok and Instagram presence, there was no TOFU-MOFU-BOFU structure. Awareness ads drove cold traffic directly to the homepage with no retargeting, cart recovery, or email sequence.

❌

Sleep expert trust signals buried at the bottom of the page — the brand’s most powerful conversion assets — endorsements from certified sleep consultants like @sleepandthecity and @prenataltocradlesleep — appeared only at the footer, after most users had already bounced.

❌

No urgency or countdown on sale campaigns — the Mother’s Day BOGO 50% OFF promotion ran with a static announcement bar — no countdown timer, no scarcity copy, and no dedicated landing page to capture sale intent.

❌

High cart abandonment with no in-cart upsell or recovery — the cart showed no free shipping progress bar, no product recommendations, and no urgency trigger — leaving significant revenue on the table at the final conversion step.

03Before & After

Homepage Hero & Navigation

jacquelines-bridal.com

BEFORE

jacquelines-bridal.com

AFTER

04Website & Marketing Audit

🛒 Store / UX Issues

8-item nav with 3 levels — decision paralysis on mobile

6 rotating hero banners — no clear primary message

Gift Sets and Sleep Sacks footer links → /collections/sale (wrong)

Typo in navigation: “SLEEVLESS” (missing ‘e’)

💰 Pricing & Conversion

Nyte Nyte Sleeper: “sale price” $32.95 but “old price” $27.95 — backwards

No TOG guide or temperature chart on product pages

No cart upsell, no free shipping progress bar

No countdown on Mother’s Day BOGO — no urgency

📣 Ad & Funnel Issues

Cold traffic sent directly to homepage — no dedicated landing page

No retargeting sequence for product viewers or cart abandoners

No structured TikTok-to-Shopify funnel despite active TikTok presence

No email/SMS cart recovery flow

⚙️ Technical & Trust

Page speed: 38/100 — large image files on collection pages

Sleep expert endorsements only visible at very bottom of homepage

Gift block/crochet doll upsell popup fires too early — before intent established

No OEKO-TEX, bamboo certification badges on product pages

📢 Presenter Script

The audit revealed a brand sitting on a goldmine of trust — sleep expert endorsements, press features, a loyal TikTok community — but the website and ad setup were preventing that trust from converting into sales. The fixes required both technical
precision and a complete rethinking of the customer journey.

05Strategy Implemented

Website Redesign & CRO

✓

Simplified navigation — 5 clear top-level items

✓

Single hero with urgency countdown & expert badges

✓

Fixed broken links and pricing display errors

✓

TOG guide integrated into product & nav

✓

In-cart free shipping bar & product upsell

Performance Marketing

✓

Full TOFU-MOFU-BOFU funnel across Meta & TikTok

✓

Google Shopping campaigns for high-intent searches

✓

UGC and sleep expert content for top-of-funnel

✓

Dedicated sale landing pages for promotions

Email & Retention

✓

Cart abandonment email + SMS sequence (3-step)

✓

Welcome flow with TOG education + first purchase offer

✓

Post-purchase upsell for blankets + crib sheets

✓

Win-back flow for lapsed customers

063-Stage Performance Marketing Funnel

Top of Funnel

Awareness

Reach new moms & gift buyers

Platforms

✓

TikTok Ads — video-first for mom demographics

✓

Meta Reels & Instagram Story ads

✓

Google Display for baby product searches

Creatives

✓

Sleep consultant endorsement clips

✓

“Baby’s first night in a Nyte Nyte” UGC content

✓

TOG education reels — “what TOG does your baby need?”

Middle of Funnel

Consideration

Retarget engaged visitors & educate

Campaigns

✓

Website visitor retargeting (3–7 day window)

✓

Product-specific carousel ads — “Still thinking about it?”

✓

Gift registry & baby shower angle for gifters

Email Flows

✓

Browse abandonment email with TOG comparison guide

✓

Nurture sequence — sleep tips + product education

Bottom of Funnel

Conversion

Close high-intent buyers & recover carts

Campaigns

✓

Dynamic product retargeting for cart abandoners

✓

Limited-time BOGO/bundle ads with countdown

✓

Google Shopping for “bamboo sleep sack” searches

Recovery

✓

3-step cart SMS + email sequence (1hr / 24hr / 48hr)

✓

Free shipping unlock offer in step 2

07Ad Creative Strategy

Top Performing Creative Formats

Sleep Consultant Endorsement Clips
UGC — Mom & Baby Bedtime Routine
TOG Explainer Reels (Education-to-Purchase)
Before/After Sleep Transformation
Gift Unboxing / Baby Shower Angle
Seasonal Sale Countdown Creative

AD SCRIPT 01 · TIKTOK / REELS

Target: New moms 25–40 · Cold audience

“My baby slept 10 hours in this. Night one.”

Backed by 5+ certified sleep consultants. Our bamboo sleep sacks are TOG-rated for perfect temperature all night long. No more waking up to check if they’re too hot or cold. Shop the sleep sack every sleep expert recommends. ✨

AD SCRIPT 02 · META · MOFU

Target: Website visitors last 7 days

“Still thinking about the sleep sack?”

The 1.0 TOG is our #1 best seller for a reason — perfect for 68–72°F rooms, year-round use, and babies from 0–36 months. Free shipping on $75+. Mother’s Day BOGO ends Sunday. Don’t sleep on this. 🌙

AD SCRIPT 03 · GOOGLE SHOPPING

Target: “bamboo sleep sack” high-intent search

“Bamboo Baby Sleep Sacks — Expert Approved”

TOG-rated. Temperature-regulating. 95% bamboo. From $49.95. Loved by sleep consultants & 4,000+ mamas. Free shipping $75+. Shop now.

AD SCRIPT 04 · EMAIL · CART RECOVERY

Trigger: Cart abandon 1 hour

“Your baby’s best night’s sleep is in your cart 🌙”

You left something behind. Your Nyte Nyte 1.0 TOG Sleep Sack is still waiting — and with our current sale, you’re saving $10. Add $25 more to unlock free shipping. This offer expires in 24 hours.

📢 Presenter Script

The brand’s biggest untapped asset was its sleep expert endorsements. We built every top-of-funnel creative around third-party credibility — turning consultant recommendations into social proof ads that outperformed generic product ads by
3.2x in click-through rate.

08Funnel Optimisation

✅ Website Fixes

✓

Rebuilt navigation — 5 clear items, TOG guide integrated

✓

Single focused hero with countdown + expert proof

✓

Corrected all broken links and pricing display errors

✓

Added reviews, trust badges, and TOG guide to product pages

✓

In-cart: free shipping bar + matched upsell + savings display

📈 Performance Impact

✓

Cart abandonment reduced from 78% to 44%

✓

Average order value increased via in-cart upsell

✓

Bounce rate fell significantly — clearer first impression

✓

Google Quality Score improved — CPA dropped across campaigns

✓

Email recovery flow captured 18% of abandoned carts

📢 Presenter Script

In baby products, trust is the conversion. Parents won’t buy something for their newborn from a site that looks broken, has wrong prices, or buries its credibility. Fixing these foundational issues unlocked the full value of our ad spend —
every dollar we put in started converting at more than double the previous rate.

09Results — 90 Days

Page Speed Score

38→88

Conversion Rate

1.2%→3.4%

Bounce Rate

72%→38%

📈

Return on Ad Spend (ROAS)

4.6x

Up from 1.5x baseline ROAS

💸

Cost Per Acquisition

−57%

$44 → $19 per customer acquired

+300%

Monthly Traffic

−44%

Cart Abandonment

+68%

Avg. Order Value

18%

Email Cart Recovery

10Client Feedback

“We always knew our products were special — every sleep expert who tried our sacks became a fan. But we couldn’t figure out why the sales weren’t reflecting that. Ariobe fixed everything we didn’t know was broken and built a marketing engine
that finally matched the quality of what we sell. Our best month ever, three months in a row.”

— Founder, Nyte Nyte Baby

Mom-Founded Baby Sleepwear Brand

11Key Takeaways

Trust is the #1 conversion driver in baby products — moving sleep expert endorsements above the fold increased time-on-site and conversion rate more than any ad creative change alone.

Broken UX destroys ad ROI — wrong links, confusing prices, and a cluttered nav were silently killing conversions from every paid click. Fixing these first doubled ROAS before we changed a single ad.

TikTok + UGC is a superpower for baby brands — mom-to-mom UGC content and sleep consultant clips consistently outperformed polished product ads by 3x in CTR and 2x in ROAS.

Cart recovery is free revenue — a 3-step email + SMS cart sequence captured 18% of abandoned carts — generating an additional $8,000+ in monthly revenue from traffic already acquired.

Education converts in niche markets — TOG explainer content (what is TOG, which TOG does my baby need?) drove the highest-intent traffic from Google and email — shoppers who learned, bought.

In-cart upsell unlocks AOV without extra ad spend — a matched product recommendation in the cart (swaddle with the sleep sack, crib sheet with bedding) increased average order value by 68%.

12Future Growth Plan

🤳

Influencer & Creator Programme

Build a formal micro-influencer programme with mom creators on TikTok and Instagram — turning UGC into a systematic top-of-funnel content engine.

🎁

Gift Registry Activation

Drive baby shower gift registry sign-ups through Meta ads targeting expectant parents — leveraging the existing gift registry feature as a lead gen engine.

🔄

Subscription & Loyalty Expansion

Develop a “Grow with Nyte Nyte” loyalty programme — offering size-upgrade discounts as babies grow, driving lifetime value and repeat purchases.

🌍

International Market Expansion

Activate existing international Shopify currency support with localised Meta campaigns targeting Australia, Canada, and the UK — markets with high bamboo baby product demand.

13Our Process

Full Website & Marketing Audit

Comprehensive review of Shopify store, navigation, product pages, pricing logic, analytics, and existing ad accounts — identifying every revenue leak.

UX & Conversion Redesign

Rebuilt navigation, hero section, product pages, and cart — fixing broken links, pricing errors, and adding trust signals, TOG guides, and urgency elements.

Performance Marketing Setup

Built the full TOFU-MOFU-BOFU funnel across Meta, TikTok, and Google — with dedicated landing pages for each campaign type and sale event.

Email & SMS Automation

Deployed welcome, browse abandon, cart recovery, post-purchase, and win-back flows — turning the email list into a consistent revenue channel.

Speed & Technical Optimisation

Image compression, CDN, deferred scripts, and Shopify theme cleanup — lifting PageSpeed from 38 to 88 and reducing CPA via improved Quality Scores.

Ongoing Performance Tracking

Weekly reporting on ROAS, CPA, conversion rate, AOV, and email revenue — with continuous creative testing and campaign optimisation.

🎤 Use This When Presenting

Most baby brands focus on getting more traffic. We focus on making every visitor count. Nyte Nyte Baby had a world-class product and genuine expert credibility — they just needed a website and marketing system that could communicate that.
We built the infrastructure that matched their product quality. That’s why revenue tripled in 90 days. That’s what we do for every brand we work with — and we can do it for yours.

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