Case Study 06 · Electronics & Gadgets
From $22K to $64K a month: a growth funnel rebuild.
Monthly Revenue
$22K$64K
Returning Customers
12%29%
Conversion Rate
1.5%2.9%
01 · The Situation
The tools were all there. None of them talked to each other.
A gadgets and accessories brand with a genuine traffic problem. Not too little traffic: the wrong kind of relationship with it.
18,000 visitors a month arriving at the store. 1.5% converting. 65% of the ones who added something to their cart leaving without buying. And once a customer had purchased, a 12% chance they would ever come back.
The founder had a background in product development. The gadgets were good. The sourcing was solid. But the marketing infrastructure around the products had been built reactively, one tool at a time, with no system connecting any of it.
"We have Google Ads, we have the store, we have an email list. None of them talk to each other."
Founder
02 · The Diagnosis
Good traffic, and nothing built to catch it.
Audit Snapshot: Before
Google Shopping was the primary traffic source: sending high-intent buyers who arrived, browsed, and left. The ad algorithm had no purchase data to optimise against because tracking wasn't configured correctly. Retargeting audiences weren't being built. The 65% who added to cart and left had no follow-up of any kind.
The email list had 4,200 subscribers. In the past 90 days they'd received two newsletters, both product announcements, no segmentation, sent to everyone, read by almost nobody.
High-intent buyers arrived, browsed, and left, with no follow-up of any kind.
03 · The Architecture
A four-stage funnel, connected end to end.
The tools existed; they just didn't connect. I rebuilt them into one funnel that moves a customer from first awareness to long-term repeat purchase.
Stage 01
Top of funnel: awareness
Restructured paid acquisition around intent, with tracking finally feeding the algorithms.
Google Shopping: campaigns restructured by product category and search intent; smart bidding configured with accurate conversion data once tracking was fixed.
YouTube: 15-second non-skippable pre-roll product demos, targeting in-market tech and gadget audiences.
Facebook & Instagram: broad awareness to cold audiences, video showing products in use, not just product shots.
Stage 02
Middle of funnel: consideration
The 98.5% who weren't ready on visit one, kept in front of until they were.
Product comparison pages for the three highest-traffic categories: side-by-side specs, use cases, "who this is for." They helped undecided visitors decide and ranked organically for comparison terms.
Retargeting: visitors who viewed a product but didn't add to cart saw that specific product on Facebook and Instagram for seven days.
Email drip for new subscribers, four emails over 14 days: brand story, product education, social proof, first-order offer.
Stage 03
Bottom of funnel: conversion
Removing friction at the moment of purchase, and recovering the carts that still slipped.
Checkout rebuilt from five steps to three; express checkout with Apple Pay and Google Pay.
Exit-intent popup with a 10% first-order offer, only for new visitors past 45 seconds. A popup on every visit trains people to ignore it.
Bundles for the three top lines (carry case + hero gadget; charging kit + portable electronics), priced to save 12% vs separately, AOV up without discounting the core product.
Abandoned cart flow (Klaviyo): 1 hr: reminder, no discount; 24 hr: tech hesitations (compatibility, returns, warranty, delivery); 72 hr: free express shipping.
Stage 04
Retention
Electronics have upgrade cycles. This keeps the relationship alive until the next one.
Post-purchase sequence, Day 1: setup guide (most returns are "can't figure it out"); Day 5: tips & tricks; Day 14: a relevant accessory; Day 30: replenishment / upgrade prompt.
VIP Tech Club for 2+ purchase customers: early access, exclusive bundles, priority support. Retention improved within the first 60 days.
Foundation
Tracking rebuilt
GA4 with enhanced ecommerce; Meta Pixel firing on all events, add-to-cart and initiate-checkout, not just purchases; GTM for clean event management.
Weekly A/B testing on ad creative, email subject lines, and checkout elements.
Budget reallocated dynamically on weekly performance data.
04 · The Results
Strong at ten weeks. Stronger at six months.
At 10 Weeks
At 6 Months
The 6-month results were stronger because of compounding; each improvement fed the next. Better tracking, better ads, more traffic, more revenue.
05 · The Takeaway
A funnel that only catches the ready-to-buy ignores 98.5% of the market.
For an electronics brand, trust is the core conversion variable. Tech buyers research. They compare. They look for reassurance that the product does what it says, and that returns are painless if it doesn't. The other 98.5% aren't uninterested; they're not ready yet. The middle funnel is where you stay in front of them until they are.
The retention piece mattered just as much. Electronics have natural upgrade cycles, a customer who bought a portable charger in January is a candidate for the new model in November. Without a retention system, that relationship exists only in the customer's memory. With one, it exists in a Klaviyo flow that reaches them at exactly the right moment.
Your Brand Next
Every result here started with a diagnosis. Yours can too.
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