How We Improved ROAS by 40% Without Increasing Facebook or Google Ad Spend

A Case Study on Improving ROAS Through CRO and Cart Optimisation

1. Context/Background

The brand was spending heavily on Facebook Ads and Google Ads but struggling to see real returns.ROAS hovered around 2, sometimes lower during sale periods. The knee-jerk reaction was to tweak campaigns, switch creatives, or test new audiences. But after a deep audit of the D2C website, we found that the issue wasn’t just in the ads. The problem was in conversions. The traffic was coming, but the website wasn’t converting well enough, and cart drop-offs were high. That’s when we made a conscious shift in focus. Instead of trying to scale ad budgets, we worked on what happened after the click,k the area most D2C brands ignore.

2. The Problem

Too many eCommerce brands treat performance marketing as an ads-only game. But real performance comes when traffic turns into revenue efficiently.

We identified two core website-level problems:

A. Low Conversion Rate on Product Pages (PDPs):

• PDPs lacked clear messaging

• Offers were hidden or unclear

• Reviews were missing or outdated

• Images were generic, unengaging, and didn’t communicate product value

  
  

B. High Abandoned Cart Rate:

• Checkout flow was long and clunky

• No urgency or incentive to complete the purchase

• Weak reminder flows and no automation

• Poor mobile user experience

This meant we were paying for ads, but leaking revenue on the site. A classic conversion rate optimisation problem.

3. What We Did (CRO + Checkout Optimisation)

A. Revamped PDP Image Stack

We treated product page images like high-performing creatives used in Facebook and Google Ads.

Here’s what we introduced:

• Key product USPs in visual format

• Celebrity testimonials and quotes from known reviewers

• Highlighted 5-star customer reviews in graphic form

• Aspirational model shots showing transformation, not just usage

Why? Most users swipe through every product image, but few scroll below the fold. We wanted all messaging to land before the first line of copy. This approach mirrors how A+ content on Amazon is structured.

B. Improved Offer Visibility and Clarity

Even the best offers are useless if no one sees them. We:

• Added a floating sticky strip with live offers

• Introduced a “Current Offers” section above the fold

• Enabled auto-apply coupons at checkout to eliminate decision friction

  
  

C. Social Proof Front and Center

Borrowing inspiration from Amazon listing strategy, we:

• Showcased customer images directly below the “Add to Cart” button

• Pulled specific quotes from reviews and styled them visually

• Highlighted average rating and added a product star badge

D. Streamlined Checkout Experience

Checkout is where most websites leak money. We:

• Enabled one-click checkout

• Reduced mobile form fields by 40 percent

• Optimised payment page load speed from 6–8s to under 3s

• Made guest login the default option

E. Abandoned Cart Recovery

We treated abandoned carts like hot leads. Here's what we implemented:

• Reminder nudges at 1hr, 12hr, and 24hr intervals

• WhatsApp messages with product image and short CTA

• FOMO-style email copy: “Almost gone. Your cart’s still waiting.”

• Auto-applied coupons in email to reduce last-minute drop-offs

• Reinforced trust with visible COD, return, and support policies in final cart view

  
  

4. Results

• Abandoned cart recovery rate increased 2.1x

• ROAS improved from 2 to 2.8 within 8 weeks, with zero increase in Facebook or Google Ad spend

  
  

More importantly, we stopped treating performance marketing as a media problem. It became a website performance problem, and we fixed it.

5. End Notes

Most D2C brands blame their ads when things don't scale. But your real leakage is often on your website. If your PDP, checkout, or cart flow is broken, you’re just paying to lose money faster.

If you want better ROAS:

• Audit your product pages like they’re high-stakes ad creatives

• Make your offers clear and clickable

• Optimise the checkout journey for mobile and speed

• Treat abandoned carts like high-intent leads

-

About Faihai

Faihai is a modern marketing agency built for high-growth product and service brands. We specialize in two core verticals: Content Marketing and E-commerce Growth.

Our Content Marketing services include end-to-end content strategy, UGC-led storytelling, founder-led videos, vox pops, and high-performing reels across platforms like Instagram, YouTube, and LinkedIn. We help brands build authentic communities and drive organic reach through creative content.

Our E-commerce Growth services are designed to scale both marketplace and website (D2C) performance. From Amazon A+ content, listing optimization, and marketplace ads to Shopify CRO, Facebook Ads, Google Ads, and repeat purchase strategies, we work across the funnel to turn traffic into revenue.

If you're looking to grow your brand with real performance and content that connects, visit www.faihai.in