Turning a Performance Slump into Sustainable Growth for a Leading Outdoor Retailer

CLIENT

Anonymous

SERVICE

Digital Journey & CRO, Integrated Marketing, Marketing Strategy & AI Consulting, Paid Media

INDUSTRY

Ecommerce / Retail

+23% YoY Revenue

+70% "Add to Cart" Actions

+13% Purchases

+500K Revenue Lift

Waterfowl Hunters at Dawn in Flooded Field

Background

This mid-market D2C outdoor gear brand had built a loyal following on product quality and authenticity, but its marketing infrastructure was fragmented across multiple vendors. Ahead of its peak Q4 season, a sharp decline in conversion rates and paid media efficiency, compounded by unreliable data, threatened revenue goals and exposed the need for a single, strategic growth partner.

Challenge

Declining Conversion Rates, Revenue Loss, & Unreliable Data

Our client faced a convergence of challenges: declining conversion rates, collapsed ROAS, revenue loss, and untrustworthy data between Shopify and GA4, all against the backdrop of a seasonal performance peak. The fragmented marketing ecosystem and recent design changes amplified the urgency for stabilization and scalable growth solutions.

Solution

Regain Control with a Strategic, Integrated Paid Media Program

Cro Metrics implemented an integrated program combining paid media restructuring, high-tempo experimentation, and web optimization. By stabilizing data, aligning the customer journey, and prioritizing opportunities with precision, the brand regained control over performance while establishing a repeatable growth framework.

Methodology

Develop a Campaign Strategy Rooted in Behavioral Insights, Built to Scale

Cro Metrics addressed the performance slump with a unified strategy focused on immediate stabilization and long-term scalability.

Paid Media Restructure

The Google and Meta campaigns were overhauled into a structured full-funnel approach. Segmented Prospecting, Remarketing, and Retention campaigns reduced audience overlap and clarified performance signals. TikTok campaigns were also refined to align with acquisition goals, while Google Ads Performance Max campaigns were optimized to recover revenue lost to brand keyword leakage.

High-Tempo Experimentation & Web Optimization

Rapid UI enhancements were deployed across high-impact pages, including sticky navigation on scroll-up, more visible sale badges, permanent About sections on PDPs, shipping/exchange bullets under Add to Cart, and clearly displayed dollar-off amounts. Each change was validated using causal impact analysis, isolating effects amid concurrent paid media campaigns and confirming a 13% lift in purchases.

Data Stabilization & Measurement Accuracy

Resolving GA4-Shopify discrepancies provided leadership with reliable attribution data, enabling confident budget allocation and smarter decision-making. This foundation also supported the prioritization of high-ROI opportunities through Cro Metrics’ ImpactLens platform.

Holistic Customer Journey Alignment

All initiatives were mapped to user behavior—from awareness to checkout—ensuring paid media, on-site experience, and experimentation reinforced one another. The coordinated approach improved engagement, drove higher “Add to Cart” rates, and stabilized conversion metrics despite increased traffic.

Results

Revenue, Traffic, & Engagement Soars

The integrated program reversed negative trends, delivered measurable revenue gains, and established a scalable growth system that aligns media, experimentation, and website optimization with strategic business outcomes.

+23% Revenue vs. Same Period in 2024
+70% “Add to Cart” Actions
+13% Lift in Purchases (Causal Impact Analysis)
Over $500K Revenue Lift from Paid Media with ~$32K Incremental Spend within 15 days