“If your ROAS is healthy, your ads are working.”
D2C · GolfBays, golf simulatorsGolfBays had a healthy 6× ROAS. Then we looked past the click: it took 2,500 website visitors to book a single demo.
“If the ads are ‘working’, who's responsible for the 2,499 people who leave?”
- The situation
- 440,000 Shopify sessions and a 6× ROAS. On the ads team's spreadsheet, everything looked great.
- The #1 constraint
- One demo per 2,500 visitors, a 0.04% conversion rate. The ads team was measured on ROAS. What happened after the click technically fell under CRO, but there was no CRO lead, so nobody owned the visitors who left.
- What we did
- Rebuilt the buying experience with a Conversion Quiz™ that matched each buyer to their complete simulator setup, so visitors could engage before being asked to decide.
- The result
- One demo per seven quiz takers, a 14% conversion rate, and £96,000 in new revenue in 12 days. Same traffic, same ad spend.