In today’s competitive e-commerce landscape, every extra dollar spent on customer acquisition counts. When DeliGummies a direct-to-consumer brand of functional gummy supplement tasked us with doubling their sales in two months, we knew we needed razor-sharp experimentation. The twist? We would only lift their Cost-per-Acquisition (CAC) budget by 10%. Here’s how systematic A/B testing across creatives, audiences, and funnels delivered over 100% growth in record time.
| Phase | Variable Tested | Hypothesis |
|---|---|---|
| 1 | Creatives & Ad Copy | Switching to aspirational and social-proof-driven ads will boost CTR and CVR. |
| 2 | Audience Targeting | Blending tight lookalikes with broad interest and exclusion layers controls CAC and scales. |
| 3 | Landing Page Variants & CTAs | Testing urgency, free trials, and guarantee messaging will lower drop-off and improve CVR. |
3. What We Tested & Learned
3.1 Creative Makeover
- Control: Plain product shot + “Functional Energy Gummies.”
- Variant A: Lifestyle imagery (active person enjoying gummies) + headline “Energy You Can Chew.”
- Variant B: UGC testimonial (real customer) + subhead “I’ve never felt sharper since day one.”
Outcome: CTR +35% (0.9 → 1.22%), CVR +20% (2.9 → 3.5%), CAC +5%.
3.2 Audience Mix
- Interest-based: Health & fitness, supplements.
- Lookalike 1% of top purchasers.
- Broad targeting with manual exclusions (existing customers, low-value segments).
Outcome: Reach +50%, New customers +45%, CAC +8% vs. baseline.
3.3 Funnel Optimization
- Control: Single landing page with form.
- Variant A: “14-Day Trial Pack” call-out + prominent social proof.
- Variant B: Countdown timer (“Limited stock offer”) + money-back guarantee.
Outcome: CVR +25% (3.5 → 4.4%), CAC +2%.
4. Results at a Glance
Metric Before After Change Monthly Units Sold 1,200 2,500 +108% Avg. CAC $12.50 $13.75 +10% Ad ROI 4.2× 6.1× +45% Combined ROAS (Meta+G) 420% 610% +190 pp We not only doubled sales—we did it within our CAC ceiling.
5. Key Takeaways
- Creative differentiation matters. Investing in lifestyle and UGC assets leaps CTR and conversion.
- Audience balance is critical. A mix of narrow lookalikes and broad reach keeps CAC efficient while scaling.
- Micro-funnel tweaking pays off. Urgency and trial incentives on landing pages slash drop-off rates.
- Fast iterations win. Two-week sprints let us pivot quickly, dedicating budget only to winners.
6. What’s Next?
- Expand to TikTok Ads with vertical UGC formats.
- Implement email drip campaigns for cart abandoners and trial renewals.
- Test dynamic pricing & bundles to further boost lifetime value.