More value from every customer acquired.
How an e-commerce business increased revenue, returning customers and average order value by connecting acquisition with retention and customer value.
Context
The objective was to grow revenue while building a stronger structure around customer acquisition and retention.
Paid media was already responsible for a significant share of the business's revenue and remained a key driver of growth.
As the business grew, there was an opportunity to increase the value generated from every customer acquired — improving repeat purchases, average order value and the overall contribution of acquisition to revenue.
This meant looking beyond the first transaction and working across the wider customer journey.
The Challenge
Acquisition was bringing customers into the business, but there was significant untapped value after the first purchase.
Only 12% of customers were returning to buy again, limiting the revenue generated from customers the business had already paid to acquire.
Improving performance meant working across three areas:
The opportunity was to make each part work together, so that stronger acquisition could translate into greater customer and revenue value over time.
The Approach
The work evolved across acquisition, retention and the wider customer journey.
Google Ads and Meta Ads continued to drive customer acquisition, supported by improvements to audiences, tracking and attribution.
Email marketing and cart recovery systems created additional opportunities to convert demand and bring existing customers back into the business.
A new e-commerce website improved the buying experience, while the expansion into physical retail and a stronger organic presence created additional touchpoints with customers.
Operational reporting connected these initiatives with revenue performance, creating a clearer view of how acquisition, retention and customer value were contributing to growth.
What Changed
- Google Ads & Meta Ads optimisation
- Audience development
- Tracking & attribution improvements
- Cart recovery systems
- Email marketing infrastructure
- New e-commerce website
- Physical retail expansion
- Increased organic presence
- Operational reporting
Results
Insight
Paid acquisition brought customers into the business. Improving retention and customer value increased what happened after the first purchase.
Returning customers increased from 12% to 50%, average order value grew by 40%, and revenue increased by 33%.
Acquisition became more valuable because the customer relationship continued beyond the first purchase.