Amicus DTC Growth
Acquisition spend was buying traffic that converted once, and email was a single broadcast list doing 5% of revenue.
Problem
Acquisition spend was buying traffic that converted once, and email was a single broadcast list doing 5% of revenue.
Growth had plateaued: more ad spend wasn't producing more profitable revenue, and there was no clear read on which channels or segments were actually working.
Approach
Spend reallocated toward segments that already converted, bundling and merchandising changes on the storefront, and the newsletter rebuilt into welcome, browse, cart and post-purchase flows.
The storefront work included checkout simplification and a mobile-first pass, since most traffic arrived on a phone. Paid spend moved off broad prospecting and into audiences with a proven conversion history, backed by a steady creative-testing cadence to keep that pool from going stale. A purpose-built reporting tool pulled ad performance into one view so winning ad sets could be identified and scaled without waiting on a platform dashboard. Email went from a single broadcast list to a full lifecycle build — welcome, abandoned cart, post-purchase and win-back — each running its own sequence instead of one message to everyone.
Result
4× return on e-commerce spend, average order value from $42 to $89, and email revenue share from 5% to 28% without additional acquisition budget.
These figures come from operating the storefront, not from advising someone who did. That is why they can be stated this precisely: the spend decisions, the merchandising changes and the email sequences were all run directly, and the reporting existed to check them rather than to present them.
Stack
Shopify runs the storefront, Klaviyo the lifecycle email program, and Meta Ads the paid acquisition. GA4 tracks attribution end to end, and a Sheets-based pipeline turns ad and revenue data into the reporting used to make weekly spend decisions.