123 brands $220M+ scaled 52+ niches 23 countries 1% for the Planet Since 2018 Three growth systems Conscious growth 123 brands $220M+ scaled 52+ niches 23 countries 1% for the Planet Since 2018 Three growth systems Conscious growth 123 brands $220M+ scaled 52+ niches 23 countries 1% for the Planet Since 2018 Three growth systems Conscious growth
ANSEL Through Conscious Growth
Case study · Summer fashion

Boardies. Doubled conversion. +52% AOV. And he ran it himself.

Nick built Boardies into a recognised summer fashion label with the product and the audience both working. Advertising was the piece that never made sense — spend went up, profit didn't follow. What makes this one worth reading is that he implemented every bit of it himself.

0X
conversion rate
under 90 days
+0%
average order value
same catalogue
0 days
to 2X ROAS
sustained month over month

Systems installed

What we put in place.

  • 01

    Website conversion systems

    The full on-site system — merchandising logic, product page structure, and checkout friction removal.

  • 02

    AOV architecture

    Bundling and cross-sell sequencing built around how people actually buy swimwear: rarely one item, usually a set.

  • 03

    Ads structures

    Campaign architecture Nick could run without an agency retainer sitting between him and his own account.

  • 04

    Self-serve implementation

    Documented to the point that the founder could install it, verify it, and keep it running unaided.

The challenge

Where it was stuck.

Seasonal fashion punishes mistakes. The selling window is short, inventory is committed months ahead, and an ad account that takes a full season to tune has already cost you the year.

Nick's problem wasn't demand. People wanted the product. The site converted them at a rate that made paid acquisition mathematically impossible, and AOV was low enough that a single-item order never recovered its own acquisition cost.

The solution

What we actually did.

Conversion first, then order value, then ads — in that sequence, because each one changes what the next can afford. We installed the website conversion systems and rebuilt merchandising around multi-item purchases.

Then the ads structures went in. By the time spend increased, both the conversion rate and the average order were carrying roughly twice the weight, which is what made the same traffic profitable.

The results

What actually happened.

Conversion rate
2X
under 90 days
AOV
+52%
Ads ROAS
2X
in 14 days, MoM

Conversion rate doubled in under 90 days and AOV rose 52% on the same catalogue — no new products, no new photography.

The ad structures hit 2X ROAS within 14 days and held it month over month. Nick did all of it himself, which means the capability stayed in the business rather than leaving with an agency.

More receipts

The pattern, on other brands.

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