Ultimate E-commerce Boost

Performance Marketing & ROAS Scaling

Revenue Architecture & Conversion Optimization – Vedaearth

Impact Delivered:
+24% Revenue Growth | +50% Conversion Rate | –20% Marketing Cost | Improved AOV

Executive Summary

Vedaearth, a growing D2C beauty brand, was experiencing stagnant revenue despite active paid campaigns and brand traction. Marketing spend was increasing, but conversion efficiency and average order value (AOV) remained suboptimal.

I led a full-scale revenue architecture redesign—integrating funnel optimization, AOV strategy, performance marketing analytics, and cost restructuring—to transform marketing from activity-driven to profit-driven.

Within one campaign cycle, we unlocked measurable revenue growth while improving cost efficiency and return on ad spend.

The Business Challenge

• Flat online revenue despite consistent ad spend
• Low website conversion rate
• Weak product bundling strategy
• Limited lifecycle marketing integration
• Rising customer acquisition cost pressure
• No structured P&L visibility for marketing

The issue was not traffic volume.
It was conversion architecture and revenue optimization.

Strategic Diagnosis

Through campaign audits and behavioral analytics, I identified:

1. Drop-offs at key funnel stages (product page → checkout)

2. No pricing psychology leverage (single-product focus, no bundles)

3. Underutilized CRM retargeting

4. Budget allocation misaligned with high-ROAS segments

The growth opportunity was systemic, not tactical.

Strategic Approach:

Revenue Architecture Redesign

• Introduced bundled product strategy to increase AOV
• Implemented tiered value positioning (Good–Better–Best pricing model)
• Enhanced perceived value through packaging repositioning
• Designed cross-sell logic within the checkout flow

Funnel Optimization

• Landing page restructuring using behavioral data
• CTA clarity & friction reduction
• Simplified checkout experience
• Improved mobile-first responsiveness

Performance Marketing Restructuring

• Segmented audiences by purchase intent & behavior
• Reallocated budget toward high-ROAS cohorts
• Structured A/B testing for creatives and copy
• Reduced CPC through targeting refinement

Retention & Lifecycle Integration

• Activated CRM-based cart abandonment flows
• Repeat purchase email automation
• Retargeting ads aligned with funnel stage
• Improved customer journey tracking

Meta Ads Manager
Google Ads
Google Analytics
Zoho CRM
A/B Testing Framework
Performance Dashboard Reporting

Analytics & Tools Stack

Measurable Business Impact

+24% increase in revenue
• +50% improvement in website conversion rate
• –20% reduction in marketing inefficiencies
• Improved average order value (AOV)
• Stronger ROI visibility for leadership
• More predictable revenue scaling model

Strategic Insight

Traffic does not equal growth.

Sustainable revenue acceleration requires:

• Funnel clarity
• Pricing psychology
• Cohort-level targeting
• Retention architecture
• Data-driven budget allocation

This case demonstrates my ability to integrate marketing strategy with analytics, cost discipline, and revenue architecture.

P&L & Business Ownership

Unlike campaign-level optimization, this initiative aligned marketing spend with bottom-line impact.

I managed:

• Budget allocation
• Performance reporting
• ROI monitoring
• Cost-to-revenue efficiency analysis
• Marketing division P&L visibility

This ensured growth was profitable—not just visible.

Ishanee’s insights transformed our campaign results beyond expectations.

Raj P.

Her data-driven strategies helped us grow our audience steadily and smartly.

Maya S.

★★★★★

★★★★★