Case Studies
Tight briefs. Clean execution. Clear results.
D2C Essentials
+62% landing CVR and 4.7x blended ROAS after creative refresh and CRO.
At a Glance
Context
Vertical: D2C essentials, AOV $78 to $84 during test window
Traffic mix at start: 52% paid social, 28% paid search, 12% email, 8% organic
Rising CPCs in paid social, +18% quarter over quarter
Page speed flat on mobile, LCP 4.1s, CLS 0.23
Proof elements existed but were buried below the fold and inconsistent
Objective
Lift first session add-to-cart and checkout start, hold AOV, reduce blended CAC to stabilize paid scale.
Approach
Simplified hero line to outcome plus risk reducer
Before: "Premium daily essentials for modern life"
After: "Daily essentials that last 3x longer, or your money back"
Introduced a compact proof bar and bite-size benefits above the fold
10k+ 5 star reviews, 60 day risk free, ships in 24 hours
Reduced page weight and layout shift
Image compression to WebP and AVIF, responsive sizes, preload hero
LCP down to 2.2s on P75 mobile, CLS down to 0.03
Tightened visual hierarchy
One primary CTA, secondary anchor links to reviews and details
Reordered benefits to map to top objections: quality, delivery speed, guarantees
Experiments
Hero copy variants
Value only vs value plus risk reducer vs value plus stat
Proof ordering
Social count first vs warranty first vs shipping first
CTA label strength
"Shop now" vs "See details" vs "Get yours today"
Mobile layout
Sticky CTA on scroll vs sticky price plus CTA vs no sticky
Design and Test Plan
- 50-50 traffic split on primary variants, 95% confidence target
- Sample size set to detect a 15% relative lift in add-to-cart rate
- Guardrails on AOV and refund rate, monitored daily
- Two week cycles, no overlapping changes in the same region of the page
Outcome
Add-to-cart rate: 7.1% to 10.9% on mobile, 5.9% to 8.7% on desktop
Landing page CVR: +62% net, held for 60 days post roll-out
Blended ROAS: 2.9x to 4.7x during the eight week window
CPA: down 27% overall, down 33% on paid social sets
Bounce rate: 62% to 47% on mobile
AOV: stable at $82 to $84 with tighter upsell wording
Refund rate: unchanged at 2.1%
Cohort Specifics
- New users showed the largest lift, CVR +71%
- Returning users, CVR +34%, benefited mainly from the speed gains
- Paid social traffic, CVR +66% with proof-first ordering
- Paid search traffic, CVR +49% with stronger hero clarity
Artifacts
- Landing system blocks library, reusable proof modules
- Copy matrix with approved hero and CTA lines
- Creative QA checklist for performance and accessibility
- Performance budget with size targets by block
What Did Not Work
- Carousel hero images increased hesitation and lowered CVR by 8%
- Trust badges in the footer performed worse than above-the-fold placement
- Long-form benefit descriptions reduced scroll depth and engagement
- Multiple CTAs diluted focus and decreased primary action completion
What We Would Do Next
- Introduce a lightweight quiz for high intent cohorts
- Expand proof modules to include UGC tiles on scroll 60%
- Add server side A/B for checkout microcopy to reduce step drop-offs
Playbook Used
- ✓Hero messaging framework
- ✓Above-fold proof module
- ✓Core Web Vitals optimization
- ✓Visual hierarchy audit
- ✓Mobile-first CTA placement
- ✓Multi-variant testing protocol
- ✓Cohort analysis framework
- ✓Copy matrix system
B2B SaaS
38% faster time to value and 21% lift in qualified pipeline.
At a Glance
Context
Product: B2B SaaS with free trial to paid motion
ICP: Mid market teams, two primary roles
Trials converting slowly, median time to first aha event at 16.2 days
Onboarding drop at step two, 41% did not complete data import
Sales cycle dependent on user-led demo requests that stalled
Objective
Accelerate activation to a named aha event and increase sales qualified demos without adding headcount.
Approach
Role based email journeys with one job per message
Admin path focused on setup and permissions
Operator path focused on first task completion and outcomes
In app nudges tied to key activation events
Contextual tips triggered after data import
Checklists with progress meters, clear next step links
Objection handling content mapped to stage
Security and compliance FAQs linked from admin emails
ROI snippets shown only after the first report is generated
Experiments
Subject lines with value first
"Activate your first report in 7 minutes" outperformed brand first lines by 23% open rate
CTA micro copy
"Finish your import" beat "Resume setup" by 19% clicks
Sequencing
Nudges at 24 hours and 72 hours post signup produced better activation than day 1 only
Design and Test Plan
- Targeted a 20% reduction in time to value as success
- Measured P75 time to first aha event, not just medians
- Measured demo request rate per 100 trials and qualified pipeline dollars
- Email and in app experiments run in parallel but never on the same step in the same week
Outcome
Time to value: 16.2 days to 10.0 days median, P75 from 28 to 17 days
Qualified pipeline: +21% dollar value in eight weeks
Trial to PQA rate: 11.0% to 16.3%
Demos per 100 signups: 12 to 19
Onboarding step two completion: 59% to 78%
Churn in first 90 days for converted accounts: down 12%
Cohort Specifics
- Admin led trials saw the biggest drop in time to value, 42% faster
- Operator led trials responded to checklist nudges, +7.3 points completion
- Accounts with security concerns clicked compliance content at 31% and moved to demo at 1.6x the baseline
Artifacts
- Lifecycle maps for admin and operator paths with exact triggers
- Event plan with names, properties, and validity rules
- Activation dashboard, cohort views by role and company size
- Email library with approved subject lines and CTA patterns
What Did Not Work
- Daily email nudges created fatigue and increased unsubscribe rates by 14%
- Generic welcome messages with no role segmentation showed no lift in activation
- In-app video tutorials slowed load times and had low completion rates
- Early pricing information before value demonstration reduced trial engagement
What We Would Do Next
- Add product qualified lead scoring to route high intent accounts inside 48 hours
- Run pricing page tests tied to demo request step for mid market cohorts
- Expand in app guidance with dynamic tooltips for the top 3 friction points
Playbook Used
- ✓Role-based segmentation
- ✓Lifecycle email framework
- ✓Contextual in-app nudges
- ✓Activation event mapping
- ✓Progress visualization
- ✓Stage-based objection handling
- ✓Cohort analysis dashboard
- ✓Subject line testing matrix
Fintech
29% lower CAC with offer framing and funnel consolidation.
At a Glance
Context
Product: Consumer fintech with KYC and account funding steps
Multiple entry pages built over time, mixed messages and visuals
Tracking drift across environments, UTMs often overwritten, server events missing
Stakeholders pressured to scale before clean reads were possible
Objective
Reduce CAC and create dependable readouts so budget can scale with confidence.
Approach
Single entry funnel with a clear offer sequence
Consolidated six landing pages into one modular template
Value line tied to a simple calculator for first touch
Clear privacy and security note near the primary CTA
Consistent language across ads and pages
Same benefit wording and proof tiles in all top creatives
One hero image set per audience, no carousels
Attribution inputs cleaned and verified
UTM standards, server side events, enhanced conversions
QA routes for each environment with daily checks
Experiments
Offer heading strength
"Grow your savings 3x faster" vs "Higher yield without lockups"
Value plus qualifier won for regulation sensitive cohorts
Proof module order
Security first vs yield first vs customer count first
Security first won for paid search, yield first for paid social
Form field compression
Email only at step one with progressive profiling later
Form completion up 13 points without hurting KYC pass rate
Design and Test Plan
- Guardrails on KYC pass, deposit start rate, and fraud flags
- Sample size calculated for a 10% relative lift in email submits
- Weekly QA on attribution to catch regressions before media decisions
- Paired creative and page changes only when they matched the same message
Outcome
CAC: $162 to $115 average, 29% lower across the test window
Form completion: 31% to 44% on consolidated entry
Deposit start rate: 22% to 27% per email submit
Blended ROAS: 1.8x to 2.6x as tracking stabilized and spend moved
Paid search CVR: +37% with security first ordering
Paid social CVR: +29% with yield first ordering
Fraud rate: unchanged, KYC pass rate stable
Cohort Specifics
- New-to-category users needed more security proof and FAQs
- Finance savvy cohorts responded to yield calculators and case tiles
- Mobile visitors, 68% of traffic, benefited most from one page flow and tap target fixes
Artifacts
- Funnel blueprint with modules, messages, and proof placement
- Attribution summary with UTM rules, server events map, and QA checklist
- CRO library with tested copy, hero images, and form patterns
- Reporting board that linked every metric to a decision or next action
What Did Not Work
- Multi-step forms with all fields upfront increased abandonment by 22%
- Overly technical yield language confused new-to-category users and reduced form starts
- Pop-up exit intent offers triggered too early and created negative sentiment
- Mixing creative messages across channels caused attribution noise and unclear signals
What We Would Do Next
- Add a personalized yield range on first touch to deepen intent
- Run creative that mirrors the calculator tiles to sync expectations
- Build a weekly "tracking health" score so budget changes never outpace data quality
Playbook Used
- ✓Funnel consolidation audit
- ✓Offer framing framework
- ✓Message-match protocol
- ✓Attribution infrastructure
- ✓Progressive profiling
- ✓Channel-specific proof ordering
- ✓Mobile-first form design
- ✓Tracking health monitoring