E-Commerce Growth Campaign
A DTC [Direct-to-Consumer] fashion brand operating at 1.8x blended ROAS [Return on Ad Spend] with a CAC [Customer Acquisition Cost] that exceeded LTV [Lifetime Value] for two consecutive quarters. The mandate: compound unit economics — not a campaign tweak.
The brand was hemorrhaging budget against a 70% cart abandonment rate and a customer acquisition cost running 40% above lifetime value projections. Their media mix was undifferentiated — broad targeting across Meta and Google with zero creative testing cadence and a last-click attribution model that obscured true channel performance. The checkout funnel had a 4-step flow with a Time to Interactive (TTI [Time to Interactive]) of 4.2 seconds — each second costing an estimated 7% in conversion drop-off.
Hypothesis: a structured creative-testing matrix combined with campaign architecture segmentation would compress the conversion funnel and isolate high-intent audiences to reduce wasted CAC. The LTV threshold breach indicated a unit economics problem, not a traffic problem. Target ROAS: 4.5x within 90 days.
Rebuilt campaign architecture using a Prospect → Retarget → Retention funnel with distinct budget allocation ratios. Introduced Advantage+ alongside manual CBO [Campaign Budget Optimisation] structures. Launched a 24-asset creative testing matrix in the first 30 days to establish statistically significant performance benchmarks — eliminating underperformers at the 72-hour mark.
Conducted a heuristic evaluation of the Shopify checkout flow. Identified three high-friction points: a 4-step checkout, absent trust signals at the payment screen, and non-responsive product pages. Rebuilt dedicated product-level landing pages via Liquid optimization — TTI dropped from 4.2s to 1.8s. Paid traffic conversion rate lifted 44% within 6 weeks of deploy.
Replaced last-click attribution with an incrementality testing framework to enable accurate budget reallocation without cannibalizing organic revenue. Unit economics stabilized in week 8: CAC fell below the LTV threshold, establishing a positive contribution margin. Scaled winning creatives through CBO with a bi-weekly creative refresh cycle to combat ad fatigue.
THE RESULT
340% ROAS increase in 90 days
A DTC fashion brand operating at 1.8x blended ROAS with a CAC that exceeded LTV for two consecutive quarters. The mandate: compound unit economics — not a campaign tweak.
SERVICES USED
340% ROAS increase in 90 days
TECHNICAL TAKEAWAY
High-ROAS growth is an architecture problem, not a budget problem. Isolating the conversion lever — funnel friction before creative — compresses CAC and compounds return faster than spend increases alone.
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