The store

Jollychic is a fashion shopping app for young shoppers in the Middle East.

The year everything got cut

When the pandemic hit in 2020, sales fell and the company cut costs across the board. Facebook ad spend went down by 60%. Several software subscriptions were cancelled, including a fashion visual search tool that had looked essential a year earlier, and an analytics tool used by nearly 80% of the company.

Why this line stayed

On the spreadsheet the team was working through, every line was a cost. Ours was the only one with an A/B report next to it, and that report showed revenue: how much more each visitor was worth with our recommendations than without them.

What didn't change

We didn't launch anything new that year or run a rescue project. The model kept doing what it had done since launch. With fewer visitors, total revenue went down, but nothing about the model had changed since launch in 2017, when our first 30-day A/B test measured a 20% lift in revenue.

"It has been a tight year. We cut Facebook spend by 60% and dropped most of the software we thought we needed. Bytem was never on that list — the A/B report puts it in the revenue column, not the cost column."

Every other line on that spreadsheet was a cost. Ours was the only one with a revenue number next to it.