You paid for the click. Your page lost the sale.

Conversion Lab is the growth team for brands that buy their traffic. We rebuild the product pages, offers and ads between the click and the checkout, then prove every change against your P&L.

Book a free teardownSee the work

Free teardown in 48 hours. No retainer to start.

Ads got more expensive.
The page they land on
has to work harder.

+222%Rise in customer acquisition cost for online brands over eight yearsSimplicityDX, 2022
$29Average loss on each new customer, up from $9 in 2013SimplicityDX, 2022
½Your cost per customer when conversion rate doubles on the same spendCAC = cost per click ÷ conversion rate

Every sale passes through four layers. Most brands only fix the first.

We audit all four, rank the leaks by dollars lost, and fix the biggest one first.

01

Ad to page

Ad spend on visitors who bounce

Leak: the ad sells one idea, the page opens on another. Fix: a page per ad angle.

02

Product page

Ad spend on visitors who never add to cart

Leak: proof sits below the fold. Fix: reviews up top, a price anchor, a trust row.

03

Offer and checkout

Revenue left in abandoned carts

Leak: nothing makes subscribing the easy pick. Fix: a subscribe-first offer stack.

04

Second order

Gross profit missed on reorders

Leak: after the first box ships, the brand goes quiet. Fix: flows triggered by behavior.

Leaking every month

Same product. Same traffic. A page that sells.

Every change is numbered, with the reason it moves conversion.

BEFORE
Default product page: small photo, title, price, quantity, add to cart, generic description
AFTER

Howl & Honey, rebuilt for a cold click.

  1. 1
    The top bar sells before the page doesFree first box and 12,000 dogs answer cost and trust before anyone scrolls.
  2. 2
    Proof sits above the product name4.9 stars from 3,894 owners is the first thing read, not the last.
  3. 3
    The headline names who it's for"For sensitive stomachs" turns a bag of food into an answer to her problem.
  4. 4
    Subscribe is preselected, gifts carry a priceMost shoppers keep the default. "Free $8" reads as money, "free gifts" reads as filler.
  5. 5
    The price is on the button"Start for $33.60" removes the last surprise between tap and checkout.

A subscription only pays if the math does.

We judge acquisition on 30-day gross profit, not platform ROAS. Here is one new customer, dollar by dollar.

Your numbers

Why 30 days. It reconciles with the P&L and ignores platform credit games. Below 1.0 you lose money on every new customer.
Why the day-28 bag matters. A 4-week subscriber's second bag lands inside the window and pays back the first-bag discount.
30-day LTGP : CAC

Losing moneyConstrainedHealthyRoom to scale

First-order profit after CAC
Acquisition MER
12-month LTGP : CAC

Subscribers pay the first-bag price, 85% take the day-28 bag at the ongoing price, about 8 bags a year. One-time buyers pay full price, 6% reorder within 30 days, about 1.5 bags a year. Acquisition MER is 30-day new-customer revenue divided by CAC.

Raise the cart, not the ad budget.

Bundles, upsells, cross-sells and post-purchase offers lift order value on traffic you already paid for. Switch them on and set the take rate.

Average first order
Gross profit added per order
30-day LTGP : CAC, offer stack

Half a point of conversion is a quarter's revenue.

Set your traffic and rates. Every A/B test we run is sized against numbers like these before it goes live.

A/B test · your store
+24%
Extra revenue per quarter
Per year
Every week you wait
Fix pays for itself in

New-customer MER, not blended.Returning buyers make paid look better than it is. We split them before judging spend.
First-order profit is the constraint.A lifetime value promise doesn't pay this month's ad bill. We show both, separately.
The bank account beats platform credit.When Meta's numbers and incrementality tests disagree, the test wins.

Most DTC ads look the same. So nobody stops.

Once the page converts, we feed it ads that sound like customers, not copywriters.

Howl & HoneySponsored

Premium dog nutrition, backed by science. Shop our new Chicken & Pumpkin recipe today!

Howl & Honey pouch on a coral background
Premium quality.Vet-approved formula.Order now.
Healthy dogs start hereReal food for real dogs
Shop now
DTC-style ad. Looks like an ad, so it gets scrolled like one.
vs.
Howl & HoneySponsored

11 brands. ELEVEN. this is the first bag he's actually finished 😭

A black terrier eating from a yellow bowl next to the Howl & Honey bagpov: your picky eater finally found his food
howlandhoney.comAir-dried · one protein
Learn more
Native-style ad. Looks like a post, so it stops the scroll.

A new headline isn't a new ad.

A concept is four choices: the hook, the angle, the format and the offer. Change one and you have a new concept worth budget. Change a button color and you have an iteration.

HOOKAd: He rejected 11 brands. Then he finished the bag.

Rejected 11 brands

Tests the first second. A confession every picky-eater owner recognizes, proven in one photo.

ANGLEAd: He's not picky. He can smell the difference.

He can smell the difference

Tests the argument. Turns "picky" into a mechanism the owner can believe.

FORMATAd styled as a Google search: why won't my dog eat

The midnight search

Tests the container. Mirrors the search owners already type, then answers it.

OFFERAd: If he doesn't finish the bag, it's on us.

Fussy-dog guarantee

Tests the deal. Risk reversal does the selling, the discount closes it.

First test live in five days.

No month of onboarding decks. You see work in 48 hours and a running test by the end of week one.

D1
Day 1Kickoff

One call, full access

  • Store, ads and analytics
  • Margins, CAC and goals
48h
48 hrsTeardown

Leaks ranked by dollars

  • All four layers audited
  • Reviews and competitors mined
  • Fix list in priority order
D5
Day 5Ship

First rebuild live

  • Biggest leak fixed first
  • A/B test sized and running
D14
Day 14Readout

First result, new concepts

  • Test read against LTGP
  • Ad concepts for each new angle
Mon
WeeklyEvery Monday

Ship log

  • What launched, what won
  • What's next and why

Start free. Scale what wins.

48 hrs

Free teardown

We audit all four layers and price every leak in dollars. Yours to keep either way.

You get
  • Leak list ranked in dollars
  • The first test we'd run
  • A mockup of the fixed product page
Book a teardown
Where most brands start
30 days

Sprint

We fix the biggest leak and prove it, with the first test live by day 5.

You get
  • Rebuilt product page and offer stack
  • Bundles, upsells and cross-sells live
  • Two A/B tests read against LTGP
  • An ad concept for each new angle
Start a sprint
Weekly

Monthly growth

A testing cadence that compounds, with a ship log every Monday.

You get
  • Four tests a month
  • A new ad concept every week
  • Klaviyo flows for the second order
  • Monthly LTGP : CAC review
Talk to us

Get a teardown in 48 hours.

Tell us about your store. You get back the three fixes worth the most money, ranked, with the math.

  • Your four layers, audited
  • Leaks ranked in dollars
  • The first test we'd run