How We Turned Case 2's "Bleeding and Blind" Ad Spend Into a 41% ROAS Improvement in 60 Days
The Client
Case 2 is a premium skincare brand targeting millennials and Gen-Z consumers across India. With a growing social media presence and celebrity endorsements, they were scaling rapidly but hitting critical conversion roadblocks.
The Crisis Point
Despite spending ₹2.5 lakhs daily across Meta and TikTok ads, Case 2's cart completion rates were plummeting month-over-month. Their marketing team was flying blind:
No visibility into where customers dropped off in their funnel
Zero behavioral tracking - no scroll depth, heatmaps, or user journey mapping
Broken attribution - GA4 setup was essentially useless for decision-making
Mobile experience was hemorrhaging conversions
Our Strategic Approach
Phase 1: Diagnostic Deep Dive (Week 1-2)
We conducted a comprehensive conversion audit, uncovering critical gaps:
🔍 What We Discovered:
36% of mobile users abandoned at the shipping information step
UTM parameters weren't passing through to GA4
Session stitching was broken across devices
Cross-sell opportunities were being missed at a 70% rate
Phase 2: Rapid Implementation & Testing (Week 3-4)
1. Complete Attribution Overhaul
Rebuilt tracking architecture from ad click → product page → checkout → post-purchase
Implemented proper UTM parameter passing and session stitching
Created custom conversion events for micro-interactions
2. Mobile-First Checkout Optimization
Based on our analysis showing massive mobile drop-offs:
Collapsed 5-step checkout into streamlined 2-step process
Integrated Apple Pay and Google Pay for one-click purchases
Added dynamic urgency messaging for returning mobile users
Implemented smart autofill for shipping information
3. Behavioral-Driven Cross-Sell Strategy
Our heatmap analysis revealed customers were interested in bundles but weren't converting:
Redesigned "complete your routine" sections with anchor links
Added real-time dynamic pricing that updates instantly
Created hover-triggered bundle suggestions based on cart contents
Phase 3: Performance Monitoring & Optimization (Week 5-8)
4. Real-Time Performance Dashboard
Built a unified command center connecting:
GA4 analytics
Shopify conversion data
Meta Ads performance metrics
Custom LTV cohort analysis
The Result: Case 2's marketing team now receives automated daily alerts on performance drops and can optimize campaigns without waiting for developer support.
The Transformation
Immediate Impact (First 30 Days)
Cart abandonment reduced by 28% - from 73% to 45%
Average Order Value increased by ₹560 ($6.50 USD)
Mobile conversion rate improved by 22%
Cross-sell conversion rate jumped 17%
Sustained Growth (60 Days)
Meta ROAS improved by 41% - from 2.8x to 3.9x
Customer Lifetime Value increased by 9%
Attribution accuracy improved by 85% - enabling data-driven ad targeting
Time-to-insights reduced from weeks to hours
Long-Term Strategic Value
Case 2 can now launch new products with confidence, knowing exactly how customers interact with their funnel
Their team makes optimization decisions based on real behavioral data, not assumptions
Mobile performance continues to improve with each iteration
Why Case 2 Continues to Partner With Us Today
Monthly Optimization Retainer: We conduct comprehensive conversion audits for each new product launch, ensuring optimal performance from day one.
Seasonal Strategy Advisory: Currently preparing Case 2 for their biggest sales period - implementing advanced cart abandonment sequences and mobile-specific Black Friday optimizations.
Ongoing Performance Management: Our team monitors their dashboard daily, making micro-optimizations that compound into significant improvements.