Brand Audit Case Study:
Towel & Beachwear Brand
Objective
Identify critical conversion barriers across the website and uncover key marketing performance gaps to improve ROAS and customer retention—without increasing ad spend.
Background
The brand is an eCom store focused on towels and beachwear. Despite running paid campaigns and having decent creatives, their sales metric seem below expectations.
Key Issues Identified:
Website Performance:
Site Speed: The homepage took too long to load. The first interactive element such as product or CTA appeared only after 4 scrolls, delaying product visibility.
Product Pricing & AOV:
Product prices were too low, with free shipping threshold at just $75. This lowered their average order value, making it hard to maintain a healthy ROAS.
Email Marketing Gap:
No email pop-up or first-time user offer on site. No incentives for upselling, cart abandonment, or post-purchase sequences. This meant no effort in customer retention, leading to one-time purchases and low LTV.
Strategic Recommendations
- Fix Technical & UX Barriers:
- Optimize loading speed & reduce unnecessary scrolls.
- Introduce sticky CTAs and visual product highlights above the fold.
- Introduce Revenue-Boosting Tactics:
- Bundle 2–3 relevant products to raise AOV.
- Raise free shipping threshold slightly to increase cart value.
- Launch limited-time offers for urgency.
- Launch a Full Email Funnel:
- Incentivize signups with a first-purchase offer (e.g., 10% off).
- Create a 3-email abandoned cart sequence.
- Introduce loyalty emails and retention campaigns to lift LTV.
Audit (Expected Outcomes)
1. Reduce bounce rate by improving page load & UX.
2. Raise AOV by 15–25% via bundling and better shipping logic.
3. Increase email conversions by building a nurture + sales funnel.
4. Create a foundation to scale ads without burning budget.
