Ecommerce · Paid + CRO
A specialty retailer separated prospecting from the checkout.
46% to 54%
Checkout completion
2.2x to 3.4x
MER after cutting spend that did not pay back
14 days
Prospecting payback rule
Split
Brand vs prospecting
The brief
A specialty retailer. The blended number looked calm because branded search was inside it. Prospecting that did not pay back inside 14 days was still spending. The checkout dropped orders the ads had already paid for.
What we changed
We split brand, non-brand, and prospecting so each had a stop rule. The checkout change was a page project, reported next to the ads, not inside the ROAS.
What held
Checkout completion moved from 46% to 54% on that store. Across accounts where prospecting that missed a 14-day payback was cut, blended marketing efficiency ratio settled between 2.2x and 3.4x. Those are different numbers from different jobs.
Want results like these?
One conversation. A diagnostic. A plan you can kill if it is not the work.