The problems we solve

What we found

• Cart to checkout dropped from about 25% to 19% while every ad metric held steady, which pointed at the site, not the ads
• Browser inspection of the cart and checkout found layout shift (CLS) and script errors on the pages that matter most
• Swatch videos were the strongest creative, but budget was spread into ad sets that couldn't convert it

What we did

• Ran a week-on-week funnel analysis to isolate the break to one step
• Inspected every page in the purchase path and wrote a prioritised brief for the web developer
• Moved budget towards the lowest-CPA ad sets and graduated the best swatch video into the scale campaign
• Introduced a weekly written report so the founder sees cause, effect and next action

What we measure

• Cart to checkout back above 25%
• Cost per purchase at or under $50
• Blended sales per $1 of Meta spend above 1.5

What we found

• Increasing budgets lifted volume but pulled blended return below target within days
• Testing and scaling were competing for the same budget, so new creative starved proven ads
• List-building ads were generating subscribers cheaply but weren't being counted as value

What we did

• Split the account into a capped global scale campaign and a separate testing campaign
• Set daily caps per ad set so spend flowed to proven creative first
• Gave AI voiceover ads their own capped budget after they outperformed
• Tracked email sign-ups from lead ads as part of the return, not as wasted spend

What we measure

• Blended return at or above 2x while weekly orders rise
• No single ad set above its daily cap
• New subscribers per week from lead ads

What we found

• Paid social wasn't reaching buyers already primed for premium fragrance
• Product pages described the scent but didn't sell the experience
• Checkout drop-off was higher than it needed to be

What we did

• Full-funnel audit across traffic, product pages and checkout
• Sharpened positioning and aligned every touchpoint to the brand's dark, sensory identity
• Built paid social and SEO-led content around buyers with purchase intent
• Conversion work on product pages and checkout

What we found

• The site didn't give buyers a reason to choose quality over cheaper alternatives
• Clinical credibility (TGA approval) was buried
• Traffic wasn't targeted at buyers looking for premium solutions

What we did

• Restructured the website around a premium, credible identity
• Led messaging with TGA approval and clinical credibility
• Launched targeted paid social and refined product pages, copy and checkout

What we found

• Revenue was reported by channel, but contribution margin by product and channel wasn't visible
• Buyers ask the same questions: repeat rate, customer value, acquisition cost and how much growth is left
• Growth scenarios needed to be grounded in real data, not a single optimistic forecast

What we did

• Built a revenue and contribution margin model by product and channel
• Created best-case, base and conservative growth scenarios tied to paid media budgets
• Prepared clear answers and supporting numbers for buyer due-diligence questions

What we measure

• A model the founder can update monthly
• Scenario ranges buyers can test
• Clear unit economics by product

What we found

• The automated email flows weren't doing enough of the selling
• Follow-ups weren't timed to when a product actually runs out
• The post-purchase journey could do more to teach results, which drives reviews and repeat orders

What we did

• Mapped and rebuilt the core Klaviyo flows: welcome, abandoned cart, browse, post-purchase and win-back
• Added replenishment timing by product and a cross-sell sequence
• Built review requests into the post-purchase flow to feed social proof back into ads

What we measure

• Email share of revenue
• Repeat purchase rate at 60 and 90 days
• Reviews collected per month