Illustrative, not real customer data
Fashion & apparel, e-commerceForm & Fold
A fashion label with strong brand awareness was quietly overpaying for paid acquisition because of a broken landing-page split.
Company photo to come
3.4x
Blended ROAS (from 2.1x)
+6pts
Checkout completion
53 → 74
Marketing discipline score
The challenge
- ✓Paid social performance had been sliding for two quarters with no clear root cause.
- ✓The team assumed it was a creative fatigue problem and kept refreshing ad creative with no lift.
- ✓Site speed and checkout friction had never been formally audited.
What Kompena found
Marketing discipline scored 51/100
60% of paid traffic landed on a collection page with a 1.9% conversion rate, versus 4.1% on product-specific pages.
Checkout completion at 46%
Below the segment benchmark of ~48–52%. A missing size guide and a shipping-cost surprise were flagged as the likely causes.
Core Web Vitals failing on mobile
Largest Contentful Paint over 4 seconds on the top three landing pages, directly correlated with the lowest-converting traffic.
The result
“We'd been blaming creative for two quarters. It was a landing page and a page-speed issue the whole time.”
Head of Growth, Form & Fold (illustrative)