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Industry
E-Commerce
Challenge
By mid-2025, GenTeal Apparel’s paid media performance began to plateau. While demand remained strong, rising acquisition costs and flattening efficiency made further scaling risky. Incremental spend was no longer translating into incremental profit, signaling the need for a new growth lever beyond traffic alone.
Results
(un)Common Logic partnered with GenTeal to introduce CRO-led revenue optimization as a core growth lever. By deploying rapid A/B testing across PDPs, collections, cart, and checkout, the team broke through the paid media plateau and generated $493K in annualized incremental revenue. All while maintaining acquisition efficiency and improving conversion performance across the funnel.
Key Product
PPC, CRO
About GenTeal Apparel
The Challenge
By early 2025, GenTeal Apparel faced a familiar growth ceiling for scaled e-commerce brands. While paid media remained a core acquisition channel, rising costs and diminishing marginal returns made further scaling inefficient.
Cost Per Order continued to climb, ROAS began to flatten, and profit per order was increasingly constrained by site-level friction rather than traffic volume. GenTeal needed a more sustainable way to unlock growth—one that improved efficiency and profitability without relying on additional spend.
The Solution
(un)Common Logic implemented a CRO-led revenue optimization strategy designed to increase the efficiency of every existing marketing dollar.
Rather than chasing new channels, the team focused on systematic experimentation across the highest-impact areas of the site, including PDPs, collection pages, cart, and checkout. Testing centered on improving product clarity, reducing hesitation, and aligning the on-site experience with customer intent—particularly within GenTeal’s core collegiate audience.
By pairing disciplined CRO testing with paid media insights, the website became a growth lever instead of a constraint.
The Results
The CRO + Revenue Optimization program delivered measurable incremental impact while paid media continued scaling efficiently.
In Q3 2025, GenTeal drove $371,092 in paid revenue, representing a $283K YoY increase with 32% higher profitability (Profit/Order: $108 vs. $82 YoY). Paid also scaled materially with +1,750 paid orders (+232% YoY) while improving efficiency—Paid Media Cost per Order (CPO) decreased nearly $8/order (–15% YoY).
Alongside paid improvements, CRO testing produced a high-velocity experimentation engine: 83% win rate, where 6 tests yielded ~$41K/month (~$493K/year) in annualized incremental revenue in the first 90 days which proved CRO-led revenue optimization was a scalable profit lever.
Interested in learning more?
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