Low-AOV, high-volume consumables Nutrition & Wellness, daily-use products demanding tight unit economics and repeat momentum.
Protect ₹1,413 AOV while scaling paid volume; convert high cart adds (75K+) into purchases without discounting basket size.
Meta-led acquisition + owned nurture + CRO guardrails to maintain margin and lifetime value across a 23-day sprint.
| Layer | Tactics |
|---|---|
|
Paid (Meta)
|
Static-first hooks; Advantage+ Catalog + broad targeting; weekly creative rotation with fatigue rules; angle tests around everyday use, multipack value, and convenience.
|
|
Owned |
Cart microcopy + trust badges; returns/warranty visibility upfront; WhatsApp/email nudges for cart saver and replenishment reminders.
|
|
CRO |
AOV defense through bundle visibility, upsell trims, and checkout friction reduction; no aggressive discounting to preserve margin.
|
Everyday-use hooks vs. multipack value vs. convenience messaging, refreshed weekly to combat creative fatigue.
Advantage+ Catalog split by price bands to protect high-AOV SKUs from cannibalizing broader acquisition.
Microcopy + trust signals (returns, warranty, secure payment) added above checkout CTA, lifted cart-to-purchase rate.
Real-time abandoned cart triggers via WhatsApp with product image + one-tap checkout link.
Email flows for consumable refills triggered 18–21 days post-purchase to drive repeat without paid spend.
| Metric | Value |
|---|---|
|
Duration
|
23 days
|
|
Total Revenue
|
₹33,81,000
|
|
Total Orders
|
2,393
|
|
Revenue/Day |
₹1,47,000 |
|
Orders/Day
|
104 |
| Metric | Value |
|---|---|
|
Spend |
₹7,75,459
|
|
Purchases
|
2,393
|
|
Purchase Value |
₹33,81,000 |
|
ROAS
|
4.36
|
|
Adds to Cart |
75,458
|
| Ratio | Value | Note |
|---|---|---|
|
CPA
|
₹324 |
Efficient for high-frequency category; leaves room for LTV expansion.
|
|
AOV |
₹1,413
|
Defended through bundle visibility + upsell trims; no discount erosion.
|
|
ATC → Purchase
|
3.17%
|
75K+ cart adds → 2.4K purchases; owned channels (WhatsApp/email) bridge the gap.
|
Sustaining 4.36 ROAS while scaling requires creative refresh velocity and owned-channel lift; paid dependency remains high at this volume.
Expand bundle/value-stack SKUs to lift AOV further; measure first-order ROAS (FO-ROAS) and profit-on-ad-spend (POAS) weekly; grow owned share (email/WhatsApp) to 20%+ of revenue to reduce Meta reliance and unlock retention economics.
