Field & Forge case study: 4.2× return on ad spend
Great products, decent traffic, disappointing sales. A funnel leaking buyers somewhere between the cart and the card.
Session recordings showed exactly where buyers hesitated: a checkout that asked for an account before it would take payment, and product pages too slow to load their own photos on mobile. Both got rebuilt first, before a cent of extra ad spend went out. Once the funnel held onto traffic, campaigns were restructured around the handful of product lines with the best margins and the strongest existing demand, instead of spreading budget evenly across the whole catalogue. Post-purchase email flows were the last piece: reminders and restock nudges that ran automatically, not one-off campaigns someone had to remember to send.
Ad spend now returns 4.2×, and automated post-purchase emails lifted repeat orders by 31% without a single discount.
Lessons for a business in the same spot.
- 01Fix the checkout before buying more traffic. Extra ad spend into a leaking funnel only makes the leak more expensive.
- 02Concentrate budget on the product lines with the best margins and strongest demand.
- 03Automated post-purchase emails bring repeat orders without discounts.
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