Supplmnt is a UK supplement brand with creatine, collagen and ACV ranges. Over the engagement, revenue grew by 227% year on year. Cost per acquisition fell by 32% at the same time, new customer acquisition rose by 68%, and the returning customer rate went from 32% to 74%.
Growing revenue while acquisition cost falls is the signature of a system being fixed, not a budget being raised.
Where it started
Supplmnt had a proven product and inconsistent months. Growth had stalled, acquisition costs were climbing, and revenue swung from one month to the next. The instinct in that position is to spend more. It is almost always the wrong one, because more spend on a leaking system scales the leak.
What we changed
1. Paid advertising restructured and optimised to cost per purchase
The Meta campaigns were restructured and the creative was engineered against the data, with a structured testing programme across the full product range. Every decision was optimised to cost per purchase, never to clicks. That is what brought cost per acquisition down by 32% while new customer volume rose by 68%.
2. A store built to convert the traffic
The Shopify store was built by JHA Media and the journey from ad to checkout was tightened. Every improvement there multiplies the return on every pound of spend that lands on it.
3. An email engine that brings customers back
The email programme was built from the ground up, and the list grew by 329%. That is where the returning customer rate came from. It moved from 32% to 74%, which means most revenue was no longer dependent on paying to acquire a new customer every time.
Using their ACR Growth Method we have seen measurable improvements across every area of our eCommerce business, from acquiring more qualified customers, to converting them more efficiently, and increasing retention. The results speak for themselves: stronger performance, smarter marketing, and a clear path to sustainable growth.
Darren, Supplmnt
What this means for your brand
- Rising CAC is a system signal. It usually points to the creative, the account structure or the site, not to a need for more budget.
- Retention is where the profit is. A returning customer rate of 74% changes what you can afford to pay to acquire the first order.
- Run the three as one. Acquisition, conversion and retention behave as one system. Fixing one in isolation leaves the constraint where it was.
The free ACR Growth Audit will show you which of the three is your constraint right now.