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543% Revenue Growth in 2 Years (A Premium Case Study)
17 ideas de marketing sacadas de «543% Revenue Growth in 2 Years (A Premium Case Study)», de Perpetual Traffic. Sobre todo de mensaje y copywriting…
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- Fuente Perpetual Traffic
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- Publicada en 2026
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nCAC reducer framework: el primer paso antes de escalar es saber cuánto PUEDES pagar por un new customer
Medición y experimentosTier 11 case study: cliente premium e-commerce ($5M → $32M en 2 años, +543%). El paso #1 del framework: calcular el nCAC (new customer acquisition cost) realista. Inputs: gross sales over time, returning customer rate, fulfillment cost, LTV. La mayoría de businesses nunca han hecho esta matemática correctamente. Sin nCAC definido, no puedes saber si una campaña es rentable — solo sabes si 'convirtió', no si…
18,000 new customers, 32 million in revenue in 2025 with 113,000 new customers. Obviously, all this is about just acquiring new customers at a cost that makes sense for the business so that you can scale and grow. And that's one of the first things that we did when we started working with them is specifically finding out exactly how much they can pay to acquire a customer. They hadn't really done math on this. You can do this over at tier11.com forward slash NCAC. You can get our NCAC calculator. You can also download our MPI or marketing performance indicators checklist over at tier11.com…
Escúchalo en el minuto 5:06
Antes: ads genéricos con cualquier producto. Después: top 3 best sellers + top 3 colors + mensaje al avatar específico
Mensaje y copywritingEl antes/después de creative en el case study: ANTES — 'featured any product, not specific product. The best sellers, but their featured products in any color variants, not the top sellers. Like it was just sort of random'. DESPUÉS — 'focused on the top products that 80% of the revenue comes from, and focused on using the top three selling colors. Just sort of, this is really simple stuff. Show your best selling…
So let's just get into some of the differences in some of the ads. You can see here, you might see some of this blurred out a bit, the name of the company and so forth, but you can kind of see. So before they started working with us, they were very not strategic. They featured sort of any product, not specific product. Like I said, we focused on the best sellers and their featured products in any color variants, not the top sellers. Like it was just sort of random. After they started working with us, we focused on the top products that 80% of the revenue comes from and focused on using the…
Escúchalo en el minuto 28:18
Medición y experimentosMeta crea reconocimiento y consideracion que se convierten en compras en Google (búsqueda de marca) o Amazon, pero el modelo last-click no le da crédito alguno. Esto ha empeorado con la diversificación creativa: múltiples touchpoints en diferentes plataformas hacen que el crédito de venta termine en un canal que no fue el que generó la decisión. La única forma de ver la realidad es usar una plataforma de medición…
18,000 new customers, 32 million in revenue in 2025 with 113,000 new customers. Obviously, here, this is also benchmarking. We use some data-driven creative decisions here. You can see some of the ads a lot of their last click sales came from people Googling the brand or Googling the name of the product. So you've got to look at everything together. And that's exactly what the tier 11 data suite does. some of this blurred out a bit, the name of the company and so forth, but you can kind of see. perpetualtraffic.com forward slash YouTube. So on behalf of my amazing co-host, Lauren E. Petrullo,
Escúchalo en el minuto 5:06
NCAC Reducer Framework: calcular el costo de adquisición real ignoring la plataforma
Medición y experimentosEl NCAC Reducer Framework es un proceso de tres pasos que determina cuánto puede pagar una empresa por adquirir un cliente nuevo. Paso 1: calcular NCAC real usando datos de click real (edge server, no cookies ni pop-up blockers). Paso 2: establecer controles financieros y un NCAC máximo permitido. Paso 3: iterar y reducir el NCAC a medida que la escala mejora los márgenes. La mayoría de las empresas no conocen su…
going to have to have. So this is a pretty good one. This is an AOV of in and around $200. I'll in revenue company. They had acquired about 18,000 or so customers in that calendar year of 2023, all this is about just acquiring new customers at a cost that makes sense for the business the initial sale. So, once again, we use the MPI checklist. We use the NCAC calculator, So, the NCAC reducer framework is a framework where we look at sort of gross sales over time. late 23. So, this is sort of our baseline. What we found was that in January of that year, customers on Shopify. And this was an…
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Higher AOV = more creative diversification: productos premium requieren 5-7 touchpoints antes de convertir
Mensaje y copywritingRalph Burns: 'a higher AOV, typically the more challenging, the more convincing you need to do'. La regla empírica: mientras más caro el producto, más touchpoints necesitas. Caso: cliente premium ($200+ AOV) usaba 2 touchpoints promedio — insuficiente. Tier 11 escaló a 5-7 touchpoints: 2-3 videos + 3-5 image ads + ad-to-card / DPA final. La diversidad importa: no es 7 versiones del mismo ad, es 7 ángulos distintos…
is like when you have a higher average order value, a lot of folks will be very, very intimidated with that. And it's harder to sell higher end products on Meta and Google. There is a direct correlation that the higher your average order value, typically the more challenging, the more convincing that you need to do, unless you have something that no one else has, which is how you want to position yourself as something that's very, very unique. But as a general rule, the higher the price of your product service, whatever it happens to be, the higher that price is, the more convincing that…
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Mensaje con problema/deseo del cliente especificado supera al mensaje genérico de producto
Mensaje y copywritingLos anuncios antes no abordaban problemas ni deseos específicos del público: eran genéricos sobre cualquier producto. La mejora consistió en presentar el producto como solución a un problema concreto y visualizarlo con el público específico. Por ejemplo, para gun owners: el estuche como solución de protección americana, con referencias visuales y verbales directas. Este tipo de mensaje posicionó el producto como…
color variants, not the top sellers. Like it was just sort of random. After they started working groups directly via language and or visually. This one is for gun owners, obviously. Like we have, or desires faced by the audience, whereas the ads on the right did. It presented the problems or made the ads and the products far more appealing. One of the things that they also did not do to here is this is, yeah, we were able to really kick ass 5 million in sales in 2023. As you can see on
Escúchalo en el minuto 28:39
Mensaje y copywritingCrear contenido nativo tipo lo-fi, estilo UGC, específicamente diseñado para el formato 9x16 de Reels en Facebook e Instagram supera en rendimiento a anuncios newsfeed adaptados o producción pulida. El formato, los actores (personas de 30-40 años, no gente mayor) y el estilo de producción deben ser nativos de cada plataforma. Aunque el cliente inicial se resiste a lo que considera 'bajo su marca', este tipo de…
we've talked about this many times. It could be a couple of touch points. It could be watching two and Instagram reels. We created content and created ads. This is all part of creative diversification July of 2024. We're really starting to make inroads. And you can see that the spend for with performance. So, result number one, significant year-over-year Shopify growth driven by D2C. desires faced by the audience to position the product as a solution and a unique solution and we wanted to get away from that 65 plus audience. So we started doing reels. We started doing like the stuff that's on…
Escúchalo en el minuto 3:16
Mensaje y copywritingCrear contenido nativo tipo lo-fi, estilo UGC, específicamente diseñado para el formato 9x16 de Reels en Facebook e Instagram supera en rendimiento a anuncios newsfeed adaptados o producción pulida. El formato, los actores (personas de 30-40 años, no gente mayor) y el estilo de producción deben ser nativos de cada plataforma. Aunque el cliente inicial se resiste a lo que considera 'bajo su marca', este tipo de…
we've talked about this many times. It could be a couple of touch points. It could be watching two and Instagram reels. We created content and created ads. This is all part of creative diversification July of 2024. We're really starting to make inroads. And you can see that the spend for with performance. So, result number one, significant year-over-year Shopify growth driven by D2C. desires faced by the audience to position the product as a solution and a unique solution and we wanted to get away from that 65 plus audience. So we started doing reels. We started doing like the stuff that's on…
Escúchalo en el minuto 3:16
Mensaje y copywritingCrear contenido nativo tipo lo-fi, estilo UGC, específicamente diseñado para el formato 9x16 de Reels en Facebook e Instagram supera en rendimiento a anuncios newsfeed adaptados o producción pulida. El formato, los actores (personas de 30-40 años, no gente mayor) y el estilo de producción deben ser nativos de cada plataforma. Aunque el cliente inicial se resiste a lo que considera 'bajo su marca', este tipo de…
we've talked about this many times. It could be a couple of touch points. It could be watching two and Instagram reels. We created content and created ads. This is all part of creative diversification July of 2024. We're really starting to make inroads. And you can see that the spend for with performance. So, result number one, significant year-over-year Shopify growth driven by D2C. desires faced by the audience to position the product as a solution and a unique solution and we wanted to get away from that 65 plus audience. So we started doing reels. We started doing like the stuff that's on…
Escúchalo en el minuto 3:16
Lo-fi UGC ads (Reels vertical 9:16) targeting 25-54 outperformed los polished brand ads targeting 65+
Mensaje y copywritingEl case study: el cliente venía con creative polished,代言人 65+ años, product photography studio-grade. Performance mediocre. Tier 11 pivot: Reels vertical 9:16, native-style, casi 'ugly lo-fi' ads, con hombres de 30-40 años, hablando a la cámara. Tuvo que convencer al cliente de que el creative 'feo' convertiría mejor que el creative 'brand-aligned'. Resultado: nCAC bajó de $117 a $70 ($47 menos, ~40% improvement)…
we wanted to get away from that 65 plus audience. So we started doing reels. We started doing nine by 16 ads that featured guys in their thirties and forties considered sort of native style, even sort of, you know, almost like ugly lo-fi types of ads that we had to convince the client, like, Hey, this stuff is going to work. Maybe it's not really super in line with your brand, like the stuff that's on the left-hand side, but this is the stuff that really does work. These lo-fi ads, very tick-tock, very Instagram story, Instagram real types of ads. So conclusion here is this is, yeah, we were…
Escúchalo en el minuto 29:56
Investigación de mercado y clienteCuando tienes un producto bestseller con buenos márgenes, no caigas en la tentación de diversificar el presupuesto hacia otros productos o lanzar variaciones. En su lugar, enfoca toda la inversión en ese producto estrella y busca nuevos mercados y segmentos de audiencia dentro de él. La diversificación de producto diluye la señal publicitaria y hace subir el NCAC. Los productos con mejores márgenes son los que te…
which we'll show you exactly how we do that in just a second here. So that is a 543% revenue increase even though it was tied up in one specific product, diversification was not the way to go. adjust. We've changed these strategies over time, obviously. This is back in late 23, early 2024, and able to pay more to acquire a customer. So, there was a correlated spike in NCAC from drop-on lower margin products that weren't really the most popular products in their portfolio. as a couple of slides ago, I'll just backpedal here just a little bit. It was down 41%. I mean, you can see it's 78,000 in…
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Segmentar por edad y crear creatividades distintas para cada grupo reduce el NCAC
Canales de adquisiciónCuando Meta empezaba a sesgar el gasto hacia audiencias de 65+ automáticamente, descubrieron que los compradores más jóvenes (25-54) tenían mayor AOV y respondían mejor a creatividades específicas. Limitar manualmente el targeting a 65+ y crear creatividades diferenciadas para 25-54 redujo el costo de adquisición y mejoró los márgenes. El mensaje y el formato deben adaptarse al grupo de edad objetivo.
plus market. But as they scaled up, Meta skewed their audience targeting more to 65. This would not be adjust. We've changed these strategies over time, obviously. This is back in late 23, early 2024, creative for those other markets to be able to sustain that growth. So, we realized 65 plus was just sort of generic. We needed new creative. We needed new targeted. We needed to be able to track 25 in their particular case. So, you're looking at the numbers. Yes, you're running advertising. Yes, desires faced by the audience to position the product as a solution and a unique solution and we…
Escúchalo en el minuto 11:37
NCAC cayó de $117 a $70 mientras escalaban: la eficiencia mejora con volumen
Medición y experimentosEl costo de adquisición de nuevos clientes (NCAC) de esta marca cayó de $117 a $70 entre 2023 y 2024 mientras el gasto publicitario aumentaba significativamente. Esto demuestra que escalar correctamente, con la estrategia adecuada, puede hacer que el NCAC baje en lugar de subir. Cuando la eficiencia mejora con escala, el negocio tiene margen para crecer agresivamente.
which we'll show you exactly how we do that in just a second here. So that is a 543% revenue increase customers on Shopify. And this was an absolute killer in 23 and 24. Every single time that they spend was really starting to increase. But NCAC started to decrease. And it went down from 117 in app went down from 121 to in and around the 55 and 78 range overall cost per purchase. So we were
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Edge server capture (Data Suite): elimina la ceguera de iOS 14, pop-up blockers y cookies con 99.4% accuracy
Medición y experimentosTier 11's data suite captura click data en el edge (CDN server via Blot Out tool) en lugar de en el origin server — lo que evita la pérdida de data por cookies, pop-up blockers, iOS 14, y slow loading websites. El resultado: 99.4% accuracy en attribution (vs modeled data de Triple Whale, Northbeam, etc.). Por qué importa: cuando analizas blended CAC across Meta + Google + YouTube + email + SMS + TikTok, necesitas…
and get a real accurate figure here. And this is how the tier 11 data suite works. This is why it's such an incredible tool. The user clicks on an ad on one of the platforms, say meta here. We capture that user information on the edge using an edge server, as opposed to that information, that click being lost on the origin server and blocked by cookies, blocked by pop-up blockers, blocked by slow loading websites, iOS 14 updates. The beauty with tier 11 data suite is it mitigates or almost completely eliminates that blindness that iOS 14 started and pop-up blockers and all the other privacy…
Escúchalo en el minuto 20:01
Creative diversification en Meta crea el awareness; el last-click muchas veces ocurre en Google branded o Amazon
Canales de adquisiciónInsight clave del case: 'you'll see us spending a lot on Meta, but then Meta might not get the credit for the sale. The sale might actually come on another platform, like people Googling the brand or Googling the name of the product'. La razón: Meta's role en el funnel es awareness + mid-funnel education. El usuario después va a Google a buscar la marca por nombre (intención alta) o la compra ocurre en Amazon (donde…
And this is how the algorithm really works using these crazy grace hopper GPUs. And I'm not going to get into all the specifics here. We've done plenty of shows on why and Robbett is so good, but that's a little bit of a visual representation as to how it all really works. The bottom line is this, is that meta knows where your prospect is in your customer journey, and we'll show the right ad to them at the right time to engage them, to ultimately push them down the path, down your sales funnel within meta. And then whether it's the last click might be when they see your Google ad, your Google…
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Mayor precio = mayor necesidad de diversificación creativa y más touchpoints
Canales de adquisiciónExiste una correlación directa entre el precio del producto y la dificultad para venderlo en Meta y Google. Cuanto más alto es el precio, más convicción y más puntos de contacto se necesitan para cerrar una venta. En productos premium (AOV $200+), una campaña exitosa puede requerir que el prospecto vea dos o tres videos, cinco anuncios de imagen, y finalmente un DPA o anuncio de card. Cada journey del cliente es…
as something that's very, very unique. But as a general rule, the higher the price of your product or three different videos. It could be three videos and five image ads. It could be watching seven going to have to have. So this is a pretty good one. This is an AOV of in and around $200. I'll with a 503% new customer increase. Let's go back to these numbers again here. 5 million in 2023,
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Caso e-commerce premium: de $5M a $32M en dos años con AOV de ~$200
Medición y experimentosUna marca de e-commerce en el nicho de estuches para armas pasó de $5M a $32M de facturación en aproximadamente dos años (2023 a 2025), un crecimiento del 543% en ingresos y del 503% en nuevos clientes. El AOV promedio era de unos $200. Partieron con 18.000 nuevos clientes en 2023 y terminaron con 113.000 nuevos clientes en 2025, todo verificado en Shopify y en el data warehouse de la agencia.
This is a premium e-commerce case study. So 2023, when they came to us, they were about a $5 million share here today. So I highly recommend if you were listening to this, if you're at the gym, 18,000 new customers, 32 million in revenue in 2025 with 113,000 new customers. Obviously, on today's show. Also, capabilities. Their in-house marketing had serious gaps. They just didn't have their D2C orders were starting to increase. And this one by about 72%. Gross sales were up about acquire them because you've already acquired them. So in this case, this is a snapshot from mid 2024. but 2025 was…
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