We handle the customer acquisition side of the plan.
Marketing spend that doesn't turn into customers, a message that isn't landing, and no clear plan for what to fix first. We build and run the full sales funnel, or set the go-to-market strategy and SOPs your team runs on.
Case Studies
The work, in full.
Click a case study to open the full breakdown. Click it again to fold it back up.
DTC supplementsLanding page testingPaid social
CereFlex Labs
Same ads. Same product. Nearly 4x the conversions.
+279%
Conversion rate, best new page vs product page
CereFlex Labs was doing what almost every DTC brand does: sending paid prospecting traffic straight to the product page. We built three new page formats for the same traffic and tested them against it. Every one of them won. The best won by 279%.
+279%
Advertorial vs product page
+76%
Listicle vs product page
+21%
Quiz funnel vs product page
The Setup
A good product page, pointed at the wrong people.
CereFlex Labs sells an AM/PM brain supplement system. Like most DTC brands, they were running paid social to cold prospecting audiences, and every ad pointed at the same destination: the product page.
The product page had strong photography, social proof, and a clear offer. The problem was who the page was being asked to convince.
A product page is built for someone who already wants the product. It assumes the visitor knows they have a problem, believes a supplement can solve it, and trusts the brand enough to pull out a card. A cold click from a prospecting ad has none of those beliefs yet.
The five beliefs a buyer needs before they purchase
I actually have this problem.
This type of product can solve it.
It's made for someone like me.
It will work for me specifically.
There's no real risk in trying it.
A warm visitor arrives with most of those beliefs already in place. A cold one arrives with none. The pages that win with cold traffic build those beliefs in order, before the pitch. So that's what we built.
The Test
Three new pages. Nothing else changed.
Same product, same offer, same audiences, same campaign structure. The only variable was the page the click landed on. We built an advertorial, a listicle, and a quiz, and ran each against the product page as the control.
Control · baseline
Product page
The default destination. Built to close buyers who already want the product.
+279% CVR
Advertorial
An editorial story that builds the problem, the mechanism, and trust before any pitch.
+76% CVR
Listicle
Six reasons the visitor's current supplement falls short, each one teaching the mechanism.
+21% CVR
Quiz funnel
A 60-second assessment that personalizes the recommendation before the offer.
The Results
Every format beat the product page.
Conversion rate by landing experience
Paid prospecting traffic, indexed to the product page baseline (1.0x)
Product page CONTROL
1.0x
Quiz funnel
1.2x · +21%
Listicle
1.8x · +76%
Advertorial
3.8x · +279%
We keep clients' raw conversion rates private, so the chart shows relative performance. Each bar is that page's measured conversion rate on the same prospecting traffic, indexed to the product page.
What this does to acquisition cost
Conversion rate and cost per acquisition are two sides of the same number. If clicks cost the same and the page converts 3.8x more of them, each customer costs roughly 74% less. The ads and the product stayed the same. The same media budget started buying almost four times as many customers.
The Breakdown
Why each format performed the way it did.
The more belief-building a format does before the pitch, the better it converts cold traffic.
+279%
Advertorial
The story does the selling before the pitch arrives.
The advertorial reads like an article. By the time the product appears, the visitor has absorbed the problem, met the founder's story, and understood the mechanism behind the formula. It builds all five beliefs in sequence, which is why it nearly quadrupled the baseline.
+76%
Listicle
Education reframes the problem in the brand's favor.
"6 Things Your Brain Supplement Isn't Doing" meets visitors who are already spending money on something that isn't working. Each item teaches one piece of the mechanism and rules out the alternatives. It nearly doubled the baseline.
+21%
Quiz funnel
Personalization earns a lift, with a ceiling.
The quiz gets the visitor participating, and a personalized result feels less like a pitch. Quizzes do best when they route people across a wide catalog. With one hero system to recommend, the extra steps add friction that caps the gain. Even the weakest new format beat the default.
Takeaways
What this means for paid traffic.
01
Stop sending cold traffic to the product page.
The product page is where warm traffic closes. Cold traffic needs a page that builds belief first: an advertorial, a listicle, a quiz, a bridge page.
02
Test page formats as well as ad creative.
Most brands iterate on ads while every click lands on the same page. In this test the page alone moved conversion by up to 279%.
03
Test several formats, because the winner is hard to predict.
The three formats landed anywhere from +21% to +279%. Testing only the quiz would have led to the conclusion that pages barely matter.
04
The cheapest growth is often already in the funnel.
Nothing here required a new product, a bigger budget, or better ads. The traffic was already paid for. The new pages converted more of it.
"The pages they built and tested against our product page lifted conversion on cold traffic by as much as 279%, and every format they tested beat our control. Their expertise in the D2C space really stands out, and they've been a valuable partner for our business."
Dawson Taylor · Managing Director, CereFlex Labs
More case studies are on the way.
Who We Are
Two senior operators on every engagement.
Eric Sciberras
Co-Founder · Go-to-Market · Performance Marketing · AI
$100M+
Lifetime ad spend managed
10+ yrs
Building growth systems
$800K
Peak daily budget run
Eric builds sales engines: customer research to find the message that converts, the creative strategy and sales funnel around it, then scale on what the numbers prove.
Helped raise $100M+ in equity crowdfunding for companies in AI, robotics, medtech and aerospace, running the investor acquisition behind each raise.
Scaled Fiera Cosmetics into new markets: launched the UK on a fresh ad account and opened TikTok and Pinterest as new US channels.
Ran paid media for the Loblaw group, including Loblaws, Shoppers Drug Mart and PC Optimum, at daily budgets up to $200K across 20+ ad accounts.
CMO of a fintech marketing agency in Tokyo, working with fintech startups across Asia.
On your engagement: go-to-market strategy, customer research and messaging, creative strategy, sales funnel builds, and paid media.
Co-Founder · Fractional CMO · Lending, Fintech, Professional Services
12 yrs
In performance marketing
8 figures
In tracked revenue driven
10+
Companies as fractional CMO
Most of his work is fractional CMO: positioning, go-to-market, funnel architecture and the growth roadmap for founder-led companies. He has run his own agency, Genesis Digital Solutions, since 2015.
Built the funnels, product and paid acquisition for a financial education business: $0 to $2.68M in gross volume and 14,395 customers in its first three years.
A webinar funnel that did $511,200, at a 39.81% opt-in rate.
Took a hard money lender to 16% of search impression share in its market, ahead of LendingTree and Kiavi, and cut cost per lead from $75 to $44.
Current engagement: a cannabis fintech on the 2026 Inc. 500 at No. 434.
On your engagement: market strategy, funnel architecture, demand generation, and the fractional-CMO view of the P&L.
