Outcome
CAC fell 38% while spend held steady. Winning pairs became templates, so new campaigns launched faster with less risk.
38%
Lower CAC
Paid creative and product UI shipped in the same sprint — every click landed on a page built to convert.
2.1x
Landing CVR
Conversion rate on matched pages vs. the old homepage.
24
Variants tested
Creative and page pairs tested in six months.
The challenge
Ads were driving traffic to a generic homepage. Every new angle in market landed on the same message, so tests were noisy and CAC kept rising.
What we shipped
- Weekly creative and landing page sprints
- Shared message map for ads and pages
- Variant board with clear winners and kills
- Server-side conversion tracking
“For the first time, every ad we ran had a page that finished the sentence.”
Sam Rivera
Head of Growth, NovaFit
