Boosting AOV and Lowering CPA with Proven Frameworks and Proper Customer Alignment
Challenge
A leading Home and Lifestyle brand wanted to improve the efficiency of their paid campaigns. While performance was stable, their average order value (AOV) hovered around $250, and customer acquisition costs began climbing. They needed a smarter, more strategic approach to align ad creative and targeting with high-intent, high-value audiences.
Solution
Pilothouse introduced a custom strategic framework designed to help the brand scale efficiently. Rather than relying on reactive campaign tweaks, we anchored execution in a systemized approach built around persona insights and growth pillars unique to the brand.
Here’s what that looked like in action:
- Persona-Based Monthly Diagnostics
Every month, we conducted focused reviews to identify the biggest blockers to growth. These insights were mapped back to core customer personas and brand-specific priorities, giving us a clear and actionable roadmap for improvement.
- Creative Testing with Intent
We launched targeted creative tests across key variables like music style, ad length, and messaging tone. Formats ranged from lifestyle-driven to direct-response, helping us identify what resonated most with the highest-value segments.
Sharper Hooks and Cleaner Pacing
Top-performing ads featured earlier hooks, faster pacing, and clearer messaging. These updates were rooted in persona data, and allowed us to drive more qualified traffic through the funnel.
Results
With a framework that matched strategy to execution, the brand saw meaningful gains:
- 7-day click average order value (AOV) increased by 52% year-over-year (YoY).
- All while decreasing the cost per acquisition (CPA) by 19% YoY.
- High-impact creative scaled profitably.
Key Takeaways
- Structure Creates Clarity: Strategic frameworks help teams focus, prioritize, and drive outcomes with intent.
- Creative Testing Pays Off: Purposeful testing leads to insights that fuel scalable performance.
- Customer Alignment Wins: When your message speaks directly to your best customers, both AOV and CPA improve.
Want a partner that brings structure to your strategy and velocity to your execution? Pilothouse builds tailored marketing systems that turn insights into outcomes.