Learning Journal
Document your learnings, tests, and insights
Retargeting POAS is insane — 390% return on ad spend
The Cart Abandoners retargeting campaign is our most profitable by far. $1,200 spend generating $4,680 in net profit — that's 390% POAS. Key learnings: - 7-day ATC window outperforms 30-day by 3x on conversion - DPA (dynamic product ads) are doing all the heavy lifting - The 'Limited Stock' urgency creative is converting at 8.45 CPA Action: Increasing budget by 40% this week. Also testing a 3-day window for even hotter leads.
less than a minute ago
Lookalike 1% is our growth engine — scaling to $100/day
The Purchase 1% LAL audience is crushing it. 4.65x ROAS with a $12.90 CPA. This is our best prospecting campaign. What's working: - The 'Night Walk' lifestyle creative is responsible for 60% of conversions - 22-30 male metro demo is our sweet spot - Weekend CPMs are 15% lower, pushing more budget there Scaling plan: Currently at $80/day, moving to $100/day. If CPA holds under $15, going to $150/day next week.
1 day ago
Heavyweight Onyx is printing
The Heavyweight Hoodie in Onyx has been our top seller for 3 weeks straight. 35% of all revenue. The key insight is the lifestyle photo we used — guy walking downtown at night, hoodie up, AirPods in. That image alone drives 2.4x CTR vs our flat lays. Need to shoot more in that style. Also noticed most buyers are 22-30 males in metro areas. Doubling down on this demo for Meta targeting.
2 days ago
Tested 15% off vs free shipping — free shipping wins
Ran a 3-day split test: - Control: No offer - Variant A: 15% OFF sitewide - Variant B: Free shipping over $50 Results: - Control: 2.1% CVR, $58 AOV - 15% off: 3.4% CVR, $52 AOV (margin killer) - Free shipping: 3.1% CVR, $67 AOV Free shipping bumps AOV because people add another item to hit $50. The 15% off converts higher but tanks margin. Keeping free shipping at $50 as our default offer.
6 days ago
CJ supplier lead time increased — need backup
CJ just notified that lead times are going from 8-12 days to 14-18 days for our heavyweight hoodies. This is going to hurt us on customer satisfaction. Action items: 1. Start testing Eprolo for heavyweight — they claim 7-10 day delivery 2. Look into holding 200 units of Onyx at a 3PL in the US 3. Update order confirmation emails to set expectations (2-3 weeks) This is urgent — our refund rate will spike if we don't handle this.
4 days ago
TikTok organic is working — strategy shift
Posted 4 TikToks this week showing the hoodie in different contexts. One of them (the 'airport fit check' one) did 340K views organically and drove $2,100 in sales with zero ad spend. Strategy: Post 1 TikTok per day, 5 days a week. Focus on lifestyle/fit check content, not product reviews. People don't want to watch an ad — they want to see themselves in the hoodie. Hiring a content creator on Fiverr to produce 20 clips for $400. If even 2 pop off, that's a massive ROI.
5 days ago
Cropped Hoodie launch — underperforming
Launched the Cropped Hoodie in Dusty Rose 2 weeks ago. Only 68 units sold vs projected 150. The issue isn't the product — it's the targeting. We're running the same audiences as our mens hoodies. Need to: - Build separate female 18-28 lookalike from our female buyers - Create new creatives with female models - Test on TikTok first (younger female demo) Not cutting it yet — giving it 2 more weeks with new creative before deciding.
7 days ago
Email flows driving 10% of revenue now
Klaviyo flows are finally dialed in: - Welcome series: 38% open rate, $4.20 per recipient - Abandoned cart: 45% open rate, 8.2% conversion - Post-purchase upsell (day 3): cross-selling the zip-up to pullover buyers Email + SMS combined is 10% of revenue with basically zero CAC. This is our highest margin channel. Goal is to get it to 15% by adding a win-back flow and a VIP segment.
8 days ago
Bundle pricing test — 2-pack sweet spot
Tested three bundle configs: - 2-pack at $109.99 (was $129.98) — 15% discount - 3-pack at $139.99 (was $194.97) — 28% discount The 2-pack is our winner. AOV jumps from $58 to $110 and margin stays healthy because shipping is only marginally more. The 3-pack discount is too deep — margin drops below 20%. Updated the site to push 2-pack bundles harder with 'Most Popular' badge.
11 days ago