Context
Organic cosmetics e-commerce (200+ SKUs) with €6,000/month Performance Max budget (2.1x ROAS), €38 AOV, 12% repeat rate. No email marketing despite a 12,000-subscriber list.
E-commerce / BeautyMarseille, FranceQ3 2024 – Q1 2025
Organic Cosmetics E-commerce
Performance Max ROAS ×2.8 + email at €8.7K/month
+176%
ROAS (Performance Max)
+42%
AOV
+625%
Email rev. / month
At a glance
SectorE-commerce / Beauty
MarketMarseille, France
PeriodQ3 2024 – Q1 2025
The problem
Performance Max optimisation by margin + AOV booster (smart cross-sell) + email marketing activation with Klaviyo automations.
Tools & technologies
The exact stack used to deliver these results — no secrets, everything documented.
Google Ads · Performance MaxKlaviyo (email)GA4 Enhanced E-commerceLoyalty programSmart cross-sell
Actions taken
- Performance Max optimisation: stronger audience signals + per-category asset groups
- Smart checkout cross-sell (complementary products under free-shipping threshold)
- 8 Klaviyo automations: welcome, abandoned cart, post-purchase, win-back, birthday
- Seasonal campaign landing pages (summer, winter, holidays) with limited stock
- Points-based loyalty programme: +18% purchase frequency among members
Results
| Metric | Before | After | Change |
|---|---|---|---|
| ROAS (Performance Max) | 2.1x | 5.8x | +176% |
| AOV | 38€ | 54€ | +42% |
| Repeat purchase rate | 12% | 31% | +158% |
| Email rev. / month | 1.2K€ | 8.7K€ | +625% |
Key takeaways
4 transferable lessons, applicable to your business regardless of sector.
- / 01
A 12,000-subscriber dormant email list often holds more value than 6 months of ad budget — wake it up before scaling.
- / 02
Performance Max + Klaviyo automations is the retail combo that turns a 'profitable' shop into a 'machine'.
- / 03
Smart cross-sell at checkout under the free-shipping threshold = +42% AOV — the highest-leverage tweak.
- / 04
A points-based loyalty programme lifts frequency by 18%, but more importantly turns customers into advocates.
Services involved
Every case combines multiple systems. Here are the ones that made the difference here:
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