Bloomleaf was two years past its Series A and doing about four crore a month, almost all of it bought. Paid social carried roughly 80% of new customers, agency-run, and blended CAC had climbed for three straight quarters. Organic had been left alone since launch — forty-odd thousand sessions a month, most of it branded search from people who already knew the name.
Get blended CAC down without losing monthly order volume, inside two quarters, with no extra headcount and the same media budget.
Rebuilt the category and concern pages around how people actually search — "niacinamide for oily skin", not "Serums". Moved budget out of broad prospecting into branded plus retargeting, and took the difference into content production. Put a four-message lifecycle sequence behind first order, which had never existed. Killed two channels that looked fine on last-click attribution and nowhere else.
Organic went from a rounding error to the largest single source of new customers. CAC came down far enough that the same media budget bought materially more volume, and the lifecycle work meant repeat purchases carried more of the revenue than paid acquisition did by the end of the year.
I was too slow to kill the two underperforming channels. I had enough data by month two and waited until month six, which cost roughly a quarter of wasted spend. The lifecycle sequence was the cheapest thing we built and should have been first rather than third.
- Conversion rate
- 2.6%