The Recipe for 100+ Orders/Month: Freshly Meals’ Digital Turnaround Story Meals

Solutions

Strategic Interventions

To address the challenges, Freshly Meals implemented a series of strategic interventions focusing on brand, website, and customer experience:

• Brand Repositioning as Premium: Freshly Meals revamped its branding and messaging to position itself as a premium healthy meal plan provider. All customer touchpoints – from the website copy to social media posts – began emphasizing freshness, health, and convenience.

The tone shifted to highlight gourmet-quality meals designed by nutritionists and chefs, reinforcing that Freshly offers “healthy eating without compromise” in a convenient subscription. Consistent taglines and visuals (highlighting colorful, fresh ingredients) were rolled out to cement this premium, health-focused identity in the minds of consumers.

• Homepage UX Overhaul: The website homepage was redesigned for clarity and impact. Visitors are now greeted with a clean, modern layout showcasing appetizing meal images and a strong headline about achieving health goals with Freshly.

A prominent call-to-action (“Select Your Meal Plan”) immediately directs users to explore plans. Key benefits – daily fresh preparation, dietitian-approved menus, delivery across UAE – are featured in concise value prop sections. This UI/UX refresh ensured that within seconds a visitor grasps Freshly’s premium offering and is encouraged to engage.

• Improved Product Detail Pages: Each meal plan page (PDP) was fundamentally improved for both information and trust. Plans (e.g. Diabetic-Friendly, PCOS-Friendly, High-Protein “Sculpt” plan, Gluten & Dairy Free, etc.) are now clearly explained with their health benefits and target audience.
• The pages include mouth-watering photos of sample meals, detailed nutritional info, and testimonials from happy clients. Prominent “Get Started” buttons allow users to customize the plan (e.g. select caloric intake, meal count). By enriching content and sharpening the design (using easy-to-read icons and accordions for FAQs), these PDPs better convert interested visitors into subscribers.

• Streamlined Checkout Flow: Freshly Meals reworked the checkout process to reduce friction. The new checkout is a simplified, step-by-step flow with a progress indicator, making it clear how close the customer is to completion. Unnecessary fields were removed and essential information (delivery address, plan start date, payment) was consolidated for efficiency.
• Guest checkout and social logins were introduced so that users are not forced to create an account before purchasing. Additionally, multiple secure payment options were added (credit card, COD, and online wallet), catering to customer preferences in the UAE. These changes were aimed at minimizing drop-offs and making the path to purchase as smooth as possible.
• Consistency & Trust Building: Across the site, Freshly added trust signals to reinforce its premium positioning. This included highlighting a “Meet Our Nutritionist” section where the in-house nutrition expert offers tips (establishing authority and personal connection), displaying logos of certifications/partners, and showing real customer reviews.
• The messaging “Prepared & delivered fresh daily” and “Eat Right, Not Less!” is repeated in key sections to stay on-message. By January’s end, the website not only looked polished but also felt more credible and user-friendly, addressing the earlier conversion pain points.

Together, these interventions created a solid foundation – a website that effectively communicates value and an easier user journey from landing to checkout. With the platform ready, Freshly Meals turned to an aggressive digital marketing rollout to drive traffic and conversions.

Read Detailed Design Case Study

Marketing Execution

With the revamped website in place and a clear premium brand story, Freshly Meals launched a comprehensive digital marketing campaign in Q1 2025 to rapidly scale up its online reach. The marketing strategy was centered around Google and Meta Ads performance campaigns, supplemented by tailored messaging for Freshly’s distinct meal plans:

Google Ads performance by campaign and month (Jan–Apr 2025). The data shows impressions, clicks, and purchase conversions from both evergreen (green) and seasonal (yellow) campaigns.

Segmentation of Campaigns: The Google Ads account was structured to capture demand at multiple levels:

• Branded Search Campaigns – to ensure anyone searching for “Freshly Meals” or related brand terms found the official site first. These campaigns were always-on (evergreen) and had high click-through and conversion rates, capitalizing on existing brand interest.
• Competitor Search Campaigns – to intercept searches for other meal plan providers in the UAE. By bidding on competitor brand keywords, Freshly Meals presented itself as a compelling alternative. Ad copies emphasized what set Freshly apart (e.g. “Looking for healthy meal plans? Try Freshly’s chef-prepared menus – fresh daily delivery!”). This tactic successfully attracted curious customers who were comparing options.
• Generic “All Meal Plans” Search – to capture broad interest from people searching for terms like “healthy meal plans UAE” or “diet meal delivery in Dubai”. Freshly ran an evergreen campaign targeting these generic keywords, with ads highlighting its nationwide delivery and variety of plans. These campaigns drove the bulk of new user traffic, casting a wide net across those looking to eat healthier.
• Seasonal Promotion Campaigns – to tap into timely opportunities, Freshly rolled out short-term seasonal campaigns. In January, a “New Year, New You” promotion offered 25% off the first month, leveraging New Year’s resolution season. This Offer-25 campaign ran on both Search and Display networks (reaching over 200k impressions in Jan) to boost post-holiday sign-ups.
• Later in the quarter, as Ramadan (March 2025) approached, Freshly adjusted ad messaging to focus on convenient healthy meals for the fasting period and the upcoming Eid. These seasonal pushes (marked in campaign data in yellow) gave spikes in engagement during key moments when interest in diet plans peaked.
• Demand Generation & Display Ads – In addition to search, Freshly experimented with Google Display Network to build brand awareness. A Demand-Gen campaign in February used visually appealing banner ads on popular websites and Gmail, showing off Freshly’s meals with a call to “Get fit & healthy with Freshly Meals”.
• This campaign amassed nearly 390K impressions in Feb alone, dramatically expanding Freshly’s visibility. While the click-through rate on display was lower than search, it created retargeting pools and general brand familiarity that would pay off in later months (many users who saw these ads later searched for the brand or returned organically).

Promotion of Distinct Meal Plans: A key element of the marketing rollout was highlighting Freshly’s diverse meal plans to appeal to niche segments. The campaign strategy created specific ad groups and landing experiences for each flagship meal plan: for example, ads for Diabetic Friendly Plan targeted keywords like “diabetic meal plan UAE” and mentioned “blood-sugar friendly gourmet meals” in the copy. 

Gluten & Dairy Free Plan ads spoke to “guilt-free indulgence without gluten or dairy,” echoing the website’s description. By aligning ad copy with the unique value of plans (PCOS-friendly, high-protein fitness plan, etc.), 

Freshly achieved higher relevancy and click-through rates from users searching for those specific dietary solutions. This granular approach ensured that potential customers saw marketing messages tailored to their health needs, increasing the likelihood of conversion.

Optimization and Budget Allocation: Throughout Jan–Apr, the digital campaigns were closely monitored and optimized. The team reallocated budget toward the best-performing campaigns – notably the generic “All Meal Plans” search and branded search which were yielding the most conversions at the lowest cost per acquisition. 

Underperforming keywords were culled and higher-converting keywords got increased bids. For instance, if “healthy meal plan Abu Dhabi” showed strong traction, the campaign spend was adjusted to capitalize on it. Conversely, by March, the expensive broad display efforts were dialed back (as seen by impressions dropping from 389K in Feb to ~20K in Mar) in favor of more efficient search ads. 

This optimization improved the quality of traffic over time. The click-through rate (CTR) on search ads rose from about 2–3% in early campaigns to over 9% by focusing on high-intent keywords in March/April. 

Additionally, Freshly Meals leveraged retargeting: users who visited the site (from any channel) were shown reminder ads (featuring delicious meal imagery and a gentle prompt to “finish your meal plan signup”) to bring them back to convert. This holistic execution – combining brand awareness, search demand capture, and retargeting – created a marketing engine that steadily fed qualified traffic into the new website.

Performance Results

By April 2025, the impact of Freshly Meals’ digital transformation was clearly reflected in its performance metrics. Over the first four months of 2025, the company saw significant improvements in traffic quality, online orders, and conversion rates, all while establishing a strong foothold in the digital marketplace. Key performance trends included:

• Surge in Online Orders: Monthly orders grew from 71 in January to 107 in April – a jump of over 50% in order volume. April’s 107 orders marked the first time Freshly Meals hit triple-digit monthly orders online, setting a record for the company. This growth in orders was achieved even as the overall sessions remained in the same ballpark (Jan had ~9.2K sessions vs. Apr’s ~7.3K sessions), indicating that the site was converting visitors far more effectively than before.
• Conversion Rate Doubled: The website conversion rate (percentage of sessions that led to an order) climbed steadily, reaching 1.44% in April compared to just 0.75% in January. This nearly 2X improvement in conversion rate reflects the success of the UI/UX enhancements and the more intent-driven traffic from the marketing campaigns.

Note: Orders refer to total site orders, while Google Ads conversions reflect direct purchases attributed to ad clicks. Orders include organic, direct, and referral channels.

• As the chart below shows, conversion rate saw an especially sharp rise from March to April, coinciding with refinements in ad targeting and the cumulative effect of site optimizations. At 1.44%, Freshly’s conversion rate in April was healthy for the industry, converting a sizable share of visitors into paying customers.
  

Growth in monthly online orders (blue line, left axis) and conversion rate (green line, right axis) from Jan to Apr 2025. After a dip in Feb–Mar, both metrics jumped in April as the digital strategy took full effect.

• Successful Campaign Conversions: The Google Ads campaigns were a major contributor to this growth. Between January and April, the paid campaigns drove a total of 92 direct purchase conversions (orders attributed to ad clicks). This means roughly one in three online orders in that period came via the Google Ads efforts. Branded search ads in particular delivered efficient conversions, ensuring that interested customers always landed on Freshly’s site.
• The seasonal New Year offer campaign in Jan brought in a surge of new subscribers (contributing to Freshly’s highest campaign-attributed orders of the period in January with 32 conversions), while the focus on high-intent search in later months sustained a solid flow of conversions even after promotions ended (e.g. 20 conversions from ads in April without a broad discount offer).
• The consistent contribution of ~20–30+ orders per month from paid media validated the ad spend by providing a steady pipeline of new customers.

• Improved User Engagement: Not only did orders increase, but user behavior metrics trended positively as well. The bounce rate on the revamped homepage dropped (more visitors engaged rather than leaving immediately) and the add-to-cart rate on meal plan pages rose, according to Freshly’s analytics.
• Furthermore, checkout completion rates improved markedly after the flow changes – cart abandonment in April was significantly lower than in January, meaning a higher percentage of those who started the checkout actually finished it.
• Broader Brand Awareness: By April, Freshly Meals’ overall web presence had grown. The Google Ads generated over 600,000 impressions and nearly 15,000 clicks in the Jan–Apr span, creating a halo effect beyond just last-click conversions. Freshly’s search engine impressions (via Google Search Console data) for organic queries like “healthy meal plan delivery” also rose, suggesting the campaigns and refreshed content boosted organic visibility.
•  Social media followers and engagement increased as well (a side effect of more people hearing about the brand). In essence, the digital push not only drove short-term sales but also built a foundation of greater brand awareness in the UAE market, which is crucial for sustained growth.

The above results showcase a clear trend: by focusing on premium positioning, user-centric website improvements, and targeted marketing, Freshly Meals dramatically improved its online performance within a single quarter. 

The contrast with the previous year was stark – (for context, in April 2024 the company had virtually no online orders; by April 2025 it had over a hundred). This transformation illustrates how quickly a business can scale once digital channels are leveraged effectively.