What changed, and what it was worth.

Everyone inside the business knew the six-wick candle was the hero. It was the thing they led with and the thing they talked about.

The orders said something else. The box candle was carrying top-line sales, and it did one thing the six-wick could not: it led people into the dough bowl. A dough bowl needs wax refills to keep working, which means the person who buys one has a reason to come back on a schedule.

So we rebuilt the product page around that, redid the flagship offer, and rebuilt how the wax subscription was presented. Lower ticket in front, converting at a higher rate. The hero sitting behind it. Refills on subscription after that.

Four months later the month ran about $600,000 instead of $200,000.

Then the subscription became its own line. We worked out which scents to put in front of which customers, by demographic, and built that into their Klaviyo. That piece added $27,000 that would not otherwise have existed, and it ran for over a year.

Brave American sold wooden American flags, starting at $199 and running up to $699. The product was never the problem. The price meant every single new customer had to make a considered purchase before they had ever bought anything from the brand.

We put a patriotic cross, an American flag cross, in front of it at $49 to $69.

That was the domino. The cross reached people the $199 flag could not, at a volume that changed the shape of the whole top of the funnel. And the flags behind it were now being sold to someone who had already bought once.

Fox News came to them for a custom order of the cross, 40,000 units, as a bonus tied to a Hannity book release.

The email list went from 4,300 people to over 150,000. That list is the part that kept paying after any single campaign ended.

Some paid media ran during those ten months. Ads sit outside what FoundRev.com sells now, so the part worth your attention is the part that did the work: one offer, at one price, that performed on every channel it touched.

Their product pages led with the photo you would expect. The pretty one. The one the brand liked.

We track revenue per session against every element on the page, so we could see which image actually preceded the orders. It was not the pretty one. So we reordered the gallery to lead with the image that was already earning, on three product pages at once, and split the traffic.

Nothing else changed. Same products, same prices, same photos, same traffic. We changed the order they appear in.

The estimate on that lift is about seventy more orders a month, and roughly $46,000 more a month, from a change that took an afternoon.

They finished 2021 at $115,000 for the whole year, and February the next year at $14,000 for the month. The first full month we worked together came in at $28,755. Two months after that, just under $87,000. They were past $100,000 a month inside the first ninety days.

The first ten months together did just under $1.1 million. About twenty months in, the year crossed $2.3 million.

They are still a client. The month now runs between $350,000 and $500,000, and in the fourth quarter it can pass $600,000.

Three things drove the early climb: the offer, paid media, and email. We do not run ads any more, so a story with that in it is not the story we would sell you today. What I would point at instead is the other two thirds, and they are the two thirds that compounded: the offer that made the acquisition math work, and an email list that went from 38 people to 116,605, with 84,345 of them buyers.