Activewear Store Case: +989% CR & +63% AOV
in 3 months

Initial Situation

Customer acquisition cost from Meta Ads was around $300, while the average order value was only $80
No structured system for creative testing in Meta Ads — campaigns were launched chaotically

All products were promoted in Meta Ads, without prioritization
Website conversion rate from Meta Ads traffic: 0.48%

Customers bought only one product per purchase
No repeat purchases
Store Unit economics doesn't work and unsustainable

Goals:

Make paid traffic profitable: acquisition cost per first customer should not exceed the first order’s AOV
Build the foundation for scalable Meta Ads campaigns

What We Did

Audience & Competitor Analysis

Developed detailed audience personas and segments: their pain points, expectations, and which groups are most likely to convert

Conducted deep competitor research: from product mix and top-performing Meta Ads creatives to CRO and AOV tactics used throughout the purchase journey

Designed a product mix expansion plan: upsell-friendly items, accessories, new collections, and hero products with standout features

Meta Ads Optimization
Implemented a systematic hypothesis-testing framework:

Testing hero products to identify the most effective items for advertising

Testing offers to determine which benefits and features resonate with specific audience segments

Testing creative formats: static images, carousels, studio videos, lifestyle/pro videos, UGC workout clips, reviews, unboxings, etc.

Testing models and UGC creators to find which creators drive the highest purchase intent

Conversion Rate Optimization (CRO):

Full CRO audit of the store
Decided on a full conversion-focused redesign instead of minor cosmetic fixes

Completely redesigned the product page, homepage, cart, and checkout

Average Order Value (AOV) Growth

Implemented structured price testing
Introduced systematic testing of upsell/cross-sell offers and plugins

Email Marketing

Launched best-practice triggered flows
Set up best-practice sales event campaigns

Before CRO / After CRO Best Practice Redesign (Product Page)

Results in 3-4 Months

Meta Ads

Identified hero products in specific colors that performed best in ads — all others were excluded
Discovered optimal offers and creative formats for hero products

Identified the most effective UGC creators and models
Reduced CAC from Meta Ads by 6x

Website Conversion

After best-practice CRO redesign and testing, conversion rate increased 9.89x, from 0.48% → 4.75%

AOV

Identified high-performing offer placements: e.g., the “Buy 2 items” offer converted 10% when placed after the “Buy” button, but 20% when placed before it

Optimized pricing strategy for each hero product
Increased AOV by 63%

Business Impact

Store economics became consistently profitable from the very first Meta Ads purchase

The Meta Ads + Website + Email Marketing synergy turned into a scalable growth engine for customer acquisition and profitability

✅ Next Step: Benchmark Your Store for Free

If you want to see exactly how your store compares to your industry benchmarks and where the biggest revenue gaps are, I offer a free mini CRO + AOV + Ads Audit.

👉 Request it here to get the details

Eugene Paravoi

eCommerce Growth Expert
Nichecapture.com