case studies / Honeysuckle Swim Co.
case study
revenue up 125% by doubling the conversion rate
Freelancers and coaching hadn't got Honeysuckle's ads to scale. We put the first effort into the store and the account structure instead of buying more clicks.
kids' swimwear · DTC · Jul to Nov 2024 vs 2023
+125%
revenue, year on year
+100%
conversion rate
+15%
average order value
category
Sun-safe swimwear & accessories for babies and kids
sales channel
DTC ecommerce
services
Meta account restructure, creator & UGC production, AI voiceover variants, PDP redesign, bundles, BFCM
the problem
Honeysuckle launched in 2022 under founder Kate Wright, selling sun-safe swimwear direct to parents online. Ad spend wasn't turning into growth.
Creative volume and variety were too thin to scale, the account was split across campaigns optimising for traffic and engagement, and conversion rate & order value sat below category benchmarks, so every sale cost too much.
the call
fix the shop before buying more traffic
The usual answer to a brand that can't scale is more budget and more campaigns. We cut the account to two campaigns, one to test & one to scale, switched off the traffic and engagement objectives, and rebuilt the product pages before asking Meta to send more people to them.
The arithmetic shows where the growth came from. Conversion rate doubled and order value rose 15%. Together those two multipliers cover the whole 125%.
why it works
Revenue = sessions × conversion rate × order value. Fix the two multipliers you control and every dollar of media works harder.
what we did
two campaigns, sales objective only
Traffic and engagement campaigns were spending on KPIs that didn't move revenue. We consolidated to one testing and one scaling campaign, both optimising for purchases.
angles first, then volume
We repurposed existing creative to find the message angles that worked, then briefed creators for UGC-style video on those angles and used AI voiceover to produce several variants of each.
product pages that answer objections
Sizing, care, returns and refunds were reorganised to deal with the reasons people hesitate. Visual cues and value bundles lifted average order value 15%.
an early black friday
We opened the 2024 sale in mid-November for new and existing customers. It sold through the available stock and was switched off within three days.
the creative
results
Revenue index: Jul to Nov 2023 = 100. These are index points, not dollars, so the growth is clear while client revenue stays confidential.
How we measured: Source: Shopify, July to November 2024 vs the same months of 2023. Each lever is applied in turn to a 2023 base of 100: conversion rate doubled (+100), order value rose 15% on that doubled base (+30), and traffic and other factors account for the remaining −5.
“Harry has helped the growth of Honeysuckle immensely. First, he helped us interrogate our past performance and identify gaps in our marketing and sales plans. He then worked with me to implement various strategies to help scale Honeysuckle in time for our peak selling period.”
Kate Wright
Founder & Director, Honeysuckle Swim Co. Australia
the takeaway
When conversion rate and order value sit below benchmark, more spend just buys more expensive customers. Fix the page, then scale the ads.
We'll 3X your investment in us
That's our pinky promise to you! You'll see measurable improvement in results within the first 90 days with better ads and higher conversions.
Keen to have us as your performance marketing partner? Please click the "partner with us" button to see if we're a good fit.