Serious Steel Fitness

Results

First Time Customer Revenue to Goal+15.8%Increase in First Time Customer Revenue to Goal

Revenue to Goal+1.61%Increase in Revenue to Goal ‍

New Customer Rate+8.7%New Customer Rate Growth ‍

Acquisition MER+20.7%Increase in Acquisition MER ‍ ‍

MER+5.69%MER Growth

Cost Per Session-28.37%Decrease in Cost Per Session

The Challenge

While initial efforts yielded strong return on ad spend, we understood the importance of moving beyond ROAS. Instead, we focused on metrics that more directly contribute to long-term revenue growth, such as reducing customer acquisition costs and attracting more first-time buyers.

The Process

Key initiatives included launching broader prospecting campaigns, increasing traffic and engagement with targeted efforts, and reallocating budgets away from traditional retargeting to prioritize new customer acquisition.

Launching Broader Campaigns

Launched broader prospecting campaigns to reach net-new customers, while excluding existing buyers to keep costs low and efficiency high.

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Increasing Traffic and Engagement

Introduced targeted campaigns to increase website traffic and engagement among new, relevant audiences.

Reallocating Budgets

Paused traditional retargeting to reallocate budget toward acquiring new customers, while still nurturing interested shoppers through other active campaigns.

The Solutions

Blue Wheel has realigned its strategy to support Serious Steel's growth objectives by shifting focus from retargeting existing customers to acquiring new ones. This approach aims to enhance upper-funnel efficiency while maintaining the desired Return on Ad Spend (ROAS).

This shift in strategy delivered immediate improvements. In just one month, Serious Steel saw gains across the board, including increased revenue, a higher rate of first-time customer purchases, and stronger overall marketing efficiency.