From Clicks to £11 Million: How We Built a 10x ROAS DTC Powerhouse

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Case Studies

From Clicks to £11 Million: How We Built a 10x ROAS DTC Powerhouse

Background:

A UK-based travel brand, well-known in online marketplaces, struggled to grow its direct-to-consumer (Shopify) presence. Despite high demand on Amazon, its own website was underperforming, low conversions, minimal customer retention, and an overreliance on marketplace traffic that limited margins and long-term growth.

The Challenge:

Stagnant online store with poor UX/UI and outdated CRO framework.
Disorganized Google Ads structure, wasting ad spend on unprofitable SKUs.
Heavy Amazon dependency, no direct customer ownership or remarketing strategy.
Lack of retention systems, leading to one-time buyers and low repeat rates.

The brand needed a complete DTC transformation, from ad funnel setup to retention, while maintaining strong profitability.

The Strategy:

Psi DigiTech implemented a data-driven, full-funnel growth system designed to scale sustainably:

1. Full-Funnel Paid Ads Overhaul

Rebuilt Google Ads with intent-based segmentation, search, shopping, and Performance Max, organized by A/B/C product tiers (based on profitability and demand).
Launched Meta Ads campaigns focused on visual storytelling, seasonal offers, and retargeting using dynamic product feeds.
Set up margin-based bidding to ensure spend prioritized high-profit SKUs, not vanity metrics.

2. Shopify Experience & CRO Optimization

Rebuilt the Shopify storefront for speed, navigation, and user trust.
Added video-based shopping, one-click checkout, and AI-powered search for better engagement.
Personalized landing pages based on user intent (e.g., family travel, business trips, short-haul).

3. Retention & Lifecycle Marketing

Implemented email & SMS automation via Klaviyo — abandoned cart, post-purchase, replenishment, and loyalty workflows.
Built cross-channel remarketing between Meta and Google for past customers.
Introduced A/B-tested offers to boost returning customer value and referrals.

4. Analytics & Profit Tracking

Connected all data streams via GA4, Looker Studio, and server-side GTM for accurate tracking.
Mapped SKU-level profitability across all campaigns and channels.

The Results:

Achieved double-digit ROAS consistently across Google and Meta.
Conversion rate improved over 3× after website revamp and funnel alignment.
Built a fully automated profit dashboard, giving daily SKU-level performance visibility.
Retention campaigns now generate a significant share of total monthly sales.
Scaled the brand sustainably while maintaining healthy margins and cross-channel synergy.

Key Takeaway:

Profit beats vanity, scaling with margin awareness is the only sustainable way to grow.
Owning your customer data gives freedom from platform dependency.
Creative storytelling + technical precision is what separates a brand from a mere store.

Final Thought:

With a well-structured full-funnel system, spanning ads, CRO, automation, and analytics, even mature brands can reinvent their growth and reclaim control from marketplaces.

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