1. The Problem
Verage Bags was stuck at a revenue plateau despite massive ad spend. Their paid media campaigns were yielding diminishing returns because they were optimizing for single-purchase transactions without an overarching funnel strategy.
2. The Insight
To scale in high-competition eCommerce, acquiring a customer once is only half the battle. The true margin is found in LTV (Life-Time Value). We needed to shift focus from front-end ROAS to backend monetization and up-sells.
3. The Strategy
We shifted the budget allocation heavily towards retargeting and built out an aggressive post-purchase email & SMS sequence. We focused on average order value (AOV) via strategic bundling rather than offering base discounts.
4. The Execution
Restructured the entire Facebook Ads account to leverage Advantage+ campaigns powered by new creative angles focused on durability and travel use-cases. Simultaneously launched 4 new automated email flows with delayed segmented triggers.
5. The Outcome
Results achieved:
- ✓ 25% aggregate increase in Average Order Value (AOV) across the funnel
- ✓ Reduced Customer Acquisition Cost (CAC) by 18% in 60 days
- ✓ Drove 30% of total revenue natively through backend email infrastructure
"Winning eCommerce today isn't about front-end ROAS, it's backend unit economics. By weaponizing post-purchase flows and segmenting perfectly based on use-case, we made every ad dollar stretch 3x further on the backend. LTV is the only metric that scales."