How Arsalan Faysal designed and deployed a comprehensive, full-stack DTC growth engine — optimizing paid ads, Shopify conversion funnels, and retention LTV pipelines simultaneously.
A wellness and nutrition venture was launching a premium dietary supplement line with massive institutional goals. However, on the eve of launching, they possessed zero functional direct-to-consumer (DTC) acquisition infrastructure.
They had no active pixel tracking layers, no high-converting landing pages, no onboarding email sequences, and no subscription-rebill engines. Their ad account structure was completely flat, meaning any initial traffic tests would result in non-attributed, blind capital waste.
The cost of this missing architecture? Extreme operational drag. They were burning cash on broad Facebook interest pools, converting trial sign-ups below 2.1%, and losing over 80% of buyers immediately after the first transaction.
"Build our DTC growth engine entirely from scratch. Optimize the entire journey from initial ad click to final subscription rebill, maximizing customer LTV with 100% attribution clarity."
I stepped in as their Fractional CMO and sole Growth Lead. We mapped out an integrated customer acquisition pipeline: high-velocity video ad creatives on Meta and TikTok, a custom single-page Shopify checkout funnel, and a highly segmented Klaviyo retention engine.
Our pre-campaign audit revealed severe diagnostic leaks. Because the client was running duplicate ad pixel cookies across both the high-ticket shop and the standard blogs, Google's smart bidding model was completely confused—routing enterprise B2B buyers to the low-margin single-unit pages and retail consumers to the bulk order forms.
Leads abandoned checkout due to high form friction.
Inflated CPA driven by broad interest ad targets.
Users purchased once, then ghosted forever.
No CAPI setup led to blind ad budget waste.
Flat spreadsheets cannot scale complex B2B/DTC transaction volumes. I restructured their data architecture. Every customer checkout is mapped to custom database properties in Shopify and Klaviyo to automate RFM cohort grouping.
| Custom Property Key | Mapped Database Object | Data Type | Automation / Segment Logic |
|---|---|---|---|
customer_rfm_cohort |
Customer (Profile) | Dropdown Select | Enforces segmentation tracks (Champions, Loyal, At-Risk) |
active_subscription_status |
Subscription (Recharge/Stripe) | Dropdown Select | If state = CANCELLED → triggers win-back sequence |
calculated_product_depletion_date |
Customer (Order History) | Date | Automates personalized replenishment reminders at Day T-14 |
first_touch_utm_campaign |
Customer (Attribution) | Single Line Text | Maps original Meta/TikTok ad sets to calculate LTV by creative |
DTC brands bleed capital by ignoring the post-purchase experience. We built a serverless Klaviyo consumption pipeline. Instead of generic newsletters, the system calculates precisely when a customer's supplement supply is running low, triggering a highly personalized re-order sequence.
Sent immediately on delivery confirmation. Educational, plain-text email from the formulator explaining how to consume the supplement, validating their choice, and pre-empting typical safety concerns.
Identifies their initial order segment and dynamically recommends complimentary products (e.g. daily multivitamins if they ordered sleep support), offering a direct single-click bundle upgrade.
Triggered exactly 14 days before their 60-day supply is projected to hit zero. Links directly to a pre-filled cart containing their specific SKU list with their pre-negotiated loyal customer discounts applied.
Premium supplements cannot be sold with boring static images. We permanently retired flat product shots and engineered high-concept, CapCut-edited visual hooks designed to demonstrate clinical backing and disrupt user scrolling.
A visual 5-second hook showing our supplement dissolving completely into water compared to a competitor's synthetic pill remaining solid, proving superior absorption and gut safety.
A clinical, microscope-view hook showing a raw ingredient breakdown, calling out hidden fillers in mainstream competitors, accompanied by trusted lab-verification certificates.
Most WooCommerce/Shopify platforms are configured for complex multi-page browsing. But high-intent buyers demand transactional speed. We optimized their checkout, developing a single-page checkout flow and adding high-converting one-click post-purchase upsells that boosted AOV by 34%.
We cut checkout fields from 14 down to a simple 4-field capture, integrating Apple Pay and Google Pay directly, dropping checkout abandonment rates to 18%.
The moment a user clicks 'buy,' and *before* presenting the thank-you page, the system triggers a post-purchase popup offering a matching loyal supply bundle at a 40% discount—with zero need to re-enter credit cards.
Enter your average monthly ad spend and baseline repeat customer rate below to see how our Klaviyo retention and checkout CRO pipelines compound your 12-month cohort values.
Based on our verified 340% LTV margin increase, 28% subscription attach rate, and automated Klaviyo sequences.
Launched 30+ ad creatives. Tested 5 landing page variants. Found the winning "clinically backed" angle.
Scaled winning sets to $5k/day. Added post-purchase funnels. Launched subscription model.
Built advanced Klaviyo flows. Added SMS. LTV margin increased 340% ($42 to $185).
Revenue hit $2.4M. Delivered the full growth playbook for internal team management.
“Arsalan owned the entire funnel: ads, landing pages, email, SMS, and unit economics. He thinks like a founder. Within 6 months, our new product line was doing $2.4M.”
— Tom (Founder, Health & Wellness eCom Venture)
Toggle system modes below and select nodes on the pipeline map to run forensic diagnostics on GTM leakage points.
Agencies purchase outdated, stale target lists and execute bulk outreach. Messages land directly in spam folders, resulting in low delivery and burned domain reputations.
Low engagement metrics, damaged domain reputation, and high acquisition costs with zero high-intent opportunities created.
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