Profit CRO
Achieving an 88% New Customer Purchase Share for a Pet Products Brand
Achieved an 88.64% new customer purchase share from cold traffic, with a first-click NC ROAS of 2.74 and 257 total purchases.
Client: DTC pet products brand (US market)
Period: Q4 2025
Objective
Increase purchases and return on ad spend (ROAS) among first-time customers while minimizing acquisition costs (CPA) from cold traffic.
Hypothesis
A targeted listicle addressing specific problems faced by pet owners would be an effective way to attract potential customers. By offering solutions rather than leading with a direct sales pitch, it would build trust and shorten the path to a first purchase, helping us acquire motivated, high-quality customers at a lower cost.
What We Did
Built a highly targeted landing page. Instead of a generic product page, we developed a dedicated listicle titled “Top 5 Problems Faced by [Pet Type] Owners—and How to Solve Them.” Each point explored a customer pain point in detail and presented our product as a natural, effective solution to that specific situation.
Created ads around the same angle. Our banners and videos illustrated the problems covered in the article, such as fur covering the sofa and paw stains. This kept the experience consistent from the initial click through to conversion and reduced bounce rates.
Launched a campaign focused on new customers:
Audience: Lookalike audiences based on existing customers and interests related to pet care.
Objective: Campaign optimization exclusively for New Customer Purchases in Meta.
Traffic: Cold audiences only, with no retargeting.
Used precise measurement and ongoing optimization:
Configured first-click attribution in Triple Whale to identify which creatives and channels initiated new customer journeys.
Continuously A/B tested article headlines, images, and landing page CTA buttons to maximize conversions.
Results
The campaign exceeded all target metrics, supporting our hypothesis about the effectiveness of highly relevant content:
New customer purchase share: 88.64%. Strong evidence that the campaign reached new customers rather than primarily serving the existing audience.
NC ROAS (first-click attribution): 2.74. Every dollar spent on cold traffic generated $2.74 in revenue from new customers, significantly exceeding the break-even threshold.
Total purchases: 257.
Conclusion
In performance marketing, context matters more than an enticing offer. We addressed cold audiences’ problems through expert content rather than relying on a direct sales pitch. This helped overcome the trust barrier, shortened the path to purchase, and delivered an 88.64% new customer purchase share from cold traffic—an exceptional result.