Platforms Used: Google Ads, Meta Ads, GA4, Hotjar, Landing Page CRO Tools
Goal: Reduce CPA, improve ROAS, and scale conversions through CRO + winning creatives.
NA mid-sized D2C fashion brand selling apparel online faced rising media costs. Despite strong product demand, their marketing was inefficient: CPAs were high, ROAS was dropping, and user behavior data was incomplete. The client’s website also had friction points that discouraged purchases.
CPA increased by nearly 30% over 3 months
Weak creatives and ad fatigue on Meta
High mobile drop-off due to poor landing page UI
Lack of structured tracking (limited event triggers)
No clarity on user journey → hard to scale
Segmented audiences based on intent (behaviors, lookalikes, ATC, VC).
Eliminated non-performing demographic groups.
Implemented tiered budget allocation to ensure stability.
Conducted a deep creative audit of all past campaigns.
Implemented high-performing formats: UGC videos, outfit inspiration reels, testimonial-driven static ads.
Created 40+ variations and tested hooks, CTAs, colors, and messaging.
Identified 4 “hero creatives” that consistently brought lowest CPC.
Slow image loading & Missing trust signals
Complex size selection
Non-sticky add-to-cart buttons
Added real-time stock indicators
Added “Complete the Look” recommendations
Implemented GA4 events (scroll, add-to-cart, product clicks, payment initiate).
Built dashboards to understand which products drive sessions, but not conversions.
Identified users spending time on "size guide" pages → optimized size clarity.
CPA reduced by 35%
ROAS jumped from 1.8X → 4.5X
CTR improved by 47% due to new creatives
Page speed improved by 20%, reducing drop-offs
Sales increased by 50% month-on-month
