epi.logic is a New York skincare brand selling face oils, serums and cleansers online through its own Shopify store, with free US shipping on orders over $75 and a newsletter, Protocols & Perks, that rewards sign-ups with a first-order discount. Its products and photography were strong, but growth relied on paid social alone: search brought in little, ad costs were rising and most first-time buyers never came back.

• 01

  One channel doing all the work.

  Most sales came from Meta ads, so every rise in ad costs hit revenue directly.

• 02

  Little search traffic.

  Product pages weren't built for search, so people searching for face oils and serums found other brands.

• 03

  Buyers who didn't return.

  There was no replenishment or win-back email, so repeat purchases were left to chance.

We ran SEO, paid media, conversion and email as one monthly programme. On the Shopify store we fixed technical SEO issues, rewrote product titles, descriptions and collection pages around the searches shoppers use, and added product and review schema so prices and ratings show in Google. We set up a clean Merchant Center feed and moved Google spend to Shopping and Performance Max, while Meta was restructured into prospecting and catalogue retargeting with new creative each month. On product pages we tested reviews placement, a pre-selected subscribe-and-save option and clearer ingredient information. In Klaviyo we rebuilt the welcome series and added abandoned checkout, replenishment and win-back flows. Budgets move each month to whatever channel returns most.

• Shopify SEO

  Technical fixes, search-led product and collection pages, and product and review schema.

• Google Shopping and Performance Max

  A clean product feed and campaigns built around bestsellers and brand searches.

• Meta ads

  Prospecting with Advantage+ and catalogue retargeting, with fresh creative every month.

• Conversion testing

  A/B tests on product pages: reviews, subscribe-and-save and ingredient information.

• Email and SMS flows

  Welcome, abandoned checkout, replenishment and win-back flows in Klaviyo.

1. 1

   A crowded category

   Skincare search is dominated by large retailers and editorial lists, so we targeted specific product searches first.

2. 2

   Attribution across channels

   Google, Meta and email all claim the same sale, so we judged every channel against Shopify revenue.

3. 3

   Growing without discounting

   The brand didn't want constant sales, so growth had to come from conversion and retention, not bigger discounts.

1. Weeks 1–2

   01 Audit

   Shopify, analytics, ad account, feed and email audit, with a single revenue baseline.

2. Weeks 3–6

   02 Foundations

   Technical SEO, Merchant Center feed, tracking fixes and the core email flows.

3. Months 2–3

   03 Launch and test

   Shopping and Meta restructure, product page A/B tests and search-led content.

4. Month 4 onwards

   04 Scale

   Budget moved to the best-returning campaigns, new creative and new flows.

5. Monthly

   05 Report and adjust

   One report on sales, channel return and next month's plan.

Over the last 90 days, online store sales grew 48% on the previous period. Blended return on ad spend rose from 1.9× to 3.4× as budget moved to Shopping and Performance Max, the store's conversion rate rose from 2.1% to 3.0%, and email and SMS flows now drive about a quarter of sales. The Multi-Vitamin Face Oil page ranks in Google's top three for its main search, and we continue to report and adjust every month.