The challenge
Nova's Meta ROAS looked acceptable until you accounted for returns and rising CAC. Product pages loaded slowly on mobile. Upsells were an afterthought. Email only sent receipts.
What we did
- Rebuilt mobile product pages with faster load times, clearer sizing guides, and social proof above the fold.
- Introduced post-purchase bundles and automated replenishment reminders for consumables.
- Restructured Meta campaigns around margin-positive SKUs instead of top sellers with thin margins.
- Launched win-back and browse-abandonment flows that recovered 12% of lost carts in month one.
The outcome
Revenue grew 89% on the same ad budget within two quarters. Conversion rate improved 2.1 percentage points. The founder credited funnel fixes for more than half the lift — before any scaling.
“We thought we needed more ad spend. We needed fewer people leaving at checkout.”
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