Performance Marketing
For E-commerce & D2C.
At real daily spend, a one-point drop in checkout conversion costs more than most brands' entire media budget. D2C acquisition is one system — ad, landing page, checkout and tracking — not four separate line items owned by four different people.
Why D2C accounts plateau
Campaign-level optimisation on a D2C account hits a ceiling fast — there's a limit to how cheap a click gets. Past that point, every further gain comes from what happens after the click: whether the landing page matches the product and offer, whether checkout is simple enough to finish, and whether the purchase event feeding Meta or Google is accurate. Brands that treat these as separate workstreams usually leave the largest gains — the ones inside their own funnel — untouched.
Order mix adds another layer specific to Indian D2C: a COD-heavy mix has different economics and different drop-off patterns than a prepaid-first funnel, and the fix is often incentive and checkout design, not just ad spend.
How this applies
- Meta Ads architecture and creative testing — a structured testing cadence, because every creative fatigues eventually at real spend levels
- Landing page CRO — rebuilt around the specific product and offer, since a point of conversion is usually cheaper to win than a rupee of CPC
- Checkout optimisation — a faster, simpler flow, and diagnosing drop-off patterns like a COD-heavy order mix
- Combo and bundle strategy — raising average order value as a lever, not just raising traffic
- Pixel, Conversions API and purchase-event accuracy — so Meta and Google optimise toward real orders, not a broken or duplicated signal
The numbers, from a real account
Figures below are account-level, as reported by the client.
How I approach a D2C account
Ad, landing page, checkout and tracking as one system — owning all four is what separates a real efficiency gain from a temporary one.
A systematic testing cadence so the account always has the next winner ready, instead of riding one ad until it fatigues.
Cost per order only means something next to order value — and that comparison is only trustworthy if the tracking behind it is accurate.
The last place a paid-for customer is lost. RTO diagnosis, prepaid incentives and combo strategy sit alongside media efficiency, not after it.
Related
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