About The Client
TrekKit India Pvt. Ltd. is built around a passion for the outdoors and a mission to provide high-quality, world-class gear to adventure enthusiasts across India.
Partnering with top brands like Rab, Salewa, and Grivel, the company ensures its customers get only the best gear because their adventures deserve nothing less.
Challenges
With a high average order value (AOV) and strong seasonality driven by winter demand, the brand required a marketing strategy that could scale efficiently while maintaining profitability and order quality.
- Huge returns – The campaigns were facing a high volume of product returns, impacting overall ROI.
- Scaling performance drop – While attempting to scale campaigns, account performance declined, making sustainable growth difficult.
- COD Order Cancellations – A large share of Cash on Delivery orders were being cancelled, affecting realised revenue and operational efficiency.
- Seasonal Demand Pressure – As a seasonal business, campaigns had to be scaled strategically to align with the winter season surge without compromising efficiency.
- High AOV Conversion Barrier – With premium, high-AOV products, it was essential to test and refine sales messaging to encourage higher-value purchases instead of pushing lower-AOV products.
Strategies Implemented
To address scaling inefficiencies, seasonal demand pressure, and order-quality challenges, Cybez implemented a structured, data-led performance marketing strategy focused on scaling with efficiency, high intent traffic, and profitability.
1. Disciplined Budget Scaling
- Gradually increased budgets to identify scalable thresholds without disrupting performance.
- Prioritised stability and efficiency before aggressive expansion to protect ROAS and avoid sudden efficiency drops..
2. Creative & Format Testing on Meta
- Tested multiple media types across Meta campaigns, including static, flexible, and mixed-media ads, to identify high-performing formats.
- Scaled flexible ads after they consistently outperformed static and single-format creatives.
3. Google Campaign Expansion
- Launched Standard Shopping campaigns to capture high-intent searches from customers actively looking for outdoor gear.
- Introduced brand search campaigns to capture bottom-funnel traffic and protect branded demand.
4. Legacy Campaign Optimisation
- Audited and optimised previously underperforming campaigns.
- Improved structure, targeting, and messaging to unlock incremental performance from previously underperforming setups..
5. Advanced Audience Testing
- Launched manual audience campaigns to gain greater control over targeting.
- Tested multiple customer list segmentations to build and scale high-performing lookalike audiences while low-quality audiences were gradually reduced, improving both conversion rates and AOV.
6. Buyer Persona Validation
- Tested different buyer personas across campaigns to identify top-converting segments.
- Reallocated budgets toward personas that showed stronger purchase intent and higher AOV.
7. Performance-Based Budget Allocation
- Tested multiple campaign budget strategies to understand scaling behavior.
- Scaled high-performing audiences while stabilising mid-performing ones at efficient spend levels to maximise order volume.
8. Order Quality Optimisation
- Analysed audience and campaign-level traffic quality using Google Analytics.
- Paused campaigns driving low-quality traffic and high COD cancellations to improve realised revenue.
Results:-
The structured optimisation and disciplined scaling approach delivered consistent and sustainable growth across all key performance indicators, even within a seasonal, high-AOV category.
a. Revenue Growth
- Overall: Revenue grew by over 129%+ in just 4 months from Sep’25 to Dec’25, doubling sales while maintaining profitability.
- Seasonal demand was captured effectively without sacrificing efficiency.
b. Order Volume Expansion
- Overall: Orders increased by 126.8% across four months, validating improved funnel efficiency at scale.
- Early optimizations drove a sharp month-on-month order jump before aggressive budget expansion.
- Stable order growth was maintained even as spend scaled significantly.
c. ROAS Stability
- Strong ROAS was maintained throughout the scaling phase, peaking at 9.9x.
- Performance improvements were driven by better audience targeting and campaign restructuring.
- A controlled ROAS dip during heavy scaling ensured higher volume without sacrificing long-term efficiency.
d. High-AOV Performance
- Overall: High-AOV product sales remained strong despite aggressive scaling.
- Refined sales communication helped push premium products rather than relying on lower-AOV items.
- AOV rebounded during peak demand periods, supporting overall revenue growth.
e. Traffic & Order Quality
- Order quality improved through continuous traffic and audience analysis.
- Low-quality audiences and high-COD cancellation sources were identified and paused.
- Improved traffic intent led to higher realized revenue and operational efficiency.
Key Takeaways
- 129% revenue growth achieved in 4 months, driven by structured campaign optimisation, funnel clarity, and disciplined budget scaling.
- 126% increase in orders, reflecting improved conversion efficiency while expanding reach and volume.
- Strong ROAS maintained, peaking at 9.9x despite aggressive scale
- Improved order quality, driven by audience refinement and COD-risk reduction.
- High-AOV products continued to scale, supported by trust-led creatives and persona validation.
- Data-led optimisation helped balance volume growth with profitability in a seasonal, premium category.
Looking to scale performance marketing without losing efficiency?
Connect with Cybez for a free in-depth performance marketing audit and strategic consultation, where we evaluate your current setup and identify high-impact growth opportunities tailored to your brand.