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Offer Restructuring · Conversion
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Restoring Conversion for a Stalled DTC Skincare Brand
Diagnosed a single offer misalignment quietly suppressing conversion and eroding per-order margin across a profitable but plateauing direct-to-consumer business.
introduction
The founder had built something real. A skincare brand with consistent organic traffic, warm inbound interest, and a product that reviewed well. Revenue was sitting around ₦3.2M a month: not failing, but not growing either.
She had run two paid campaigns in the six months prior, both producing results that looked promising on the dashboard but didn't seem to land in the account. When we came in, the business looked healthy on the surface. The problem was underneath.
the challenge
The business was converting, but not at the rate the traffic volume should have produced. Ad spend was increasing while cost-per-acquisition crept upward. The founder suspected the issue was the creative or the targeting. After pulling three months of funnel data, we found something different: the offer itself was working against the conversion.
The pricing structure anchored buyers at the wrong entry point, the primary product bundle was positioned as a premium purchase without the proof architecture to justify it, and the upsell sequence that should have been lifting order value was actually creating friction at checkout. Traffic wasn't the problem. The commercial packaging was.
Solution
We ran a focused offer and conversion sprint over four weeks.
Offer Audit and Repricing: We mapped every SKU, bundle, and upsell against actual customer behaviour and margin data. The lead product was repriced with a revised anchor, and the entry-level bundle was restructured to reduce perceived risk at first purchase.
Landing Page Rebuild: The product page was rebuilt to sequence proof, specificity, and urgency in the right order. Key objections identified from customer reviews and support threads were addressed before they could form.
Checkout Flow Optimisation: We removed a multi-step checkout sequence that was creating drop-off between add-to-cart and payment completion, and rebuilt it in two steps with trust signals at the point of highest hesitation.
Upsell Sequence Redesign: Post-purchase upsells were repositioned as complementary rather than continuation, reducing the cognitive load of the decision.
Result
₦935k revenue uplift in the first 30 days post-implementation
Lead-to-customer conversion increased by 120%
Average order value increased by 34%
Cost-per-acquisition dropped 28% with no change to ad spend
Checkout abandonment fell from 61% to 39%
