The 3 Things Killing Your E-commerce ROAS (And How to Fix Them)
After scaling 585+ DTC brands and generating $200M+ in revenue, I've seen the same 3 mistakes kill ROAS over and over again.
1. You're testing audiences, not creatives.
The algorithm is smarter than you at finding buyers. Stop overthinking lookalikes and interests. Instead, test 30-50 creative angles per month. The winning creative IS the targeting.
2. You're ignoring your email list.
If email/SMS isn't generating 25-35% of your total revenue, you're leaving serious money on the table. Set up these 6 flows first: welcome, abandoned cart, browse abandonment, post-purchase, winback, sunset. That alone can add 20%+ to your topline.
3. Your landing page has friction.
Your ad got the click. Your page lost the sale. Most DTC stores convert at 1.2-1.5%. We consistently push brands to 2.5-3.5%+ by fixing trust signals, mobile UX, and offer clarity. That's literally doubling revenue from the same traffic.
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