Cranking Up Revenue for Cycology By Scaling Internationally & Using MER
A strategic paid media restructure & shift in performance KPIs helped Cycology boost new customer acquisition.
The Challenge
Following a comprehensive audit, we identified that Cycology, a global cycling apparel brand, was overly dependent on repeat customers. Their strategy was heavily skewed toward bottom-of-funnel activity, resulting in a year-on-year decline in first-time orders.
This approach was stifling long-term growth and squeezing margins. On top of that, their ad assets were stagnant, driving high frequencies without the benefit of fresh creative or strategic testing to uncover winning hooks. The challenge was clear: shift focus to attracting new customers while ensuring profitability remained strong.
Digital Strategy
- Shifted focus from in-platform ROAS targets to Marketing Efficiency Ratio (MER), allowing us to manage total paid media spend with profitability at the forefront.
- Reallocated budget distribution to prioritise new customer acquisition, leveraging exclusions and increasing the investment in top-of-funnel efforts.
- Uncovered untapped international regions with significant growth potential, driving expansion opportunities.
Platform Tactics
- Restructured Meta and Google ad accounts to focus on new customer acquisition while nurturing existing customers.
- Scaled budgets based on MER targets, allowing a global reach across Australia, the US, the UK, and the EU.
- Shifted budget allocation to 70% for new customers, up from the previous 40%, driving significant customer acquisition.
- Leveraged refreshed creatives designed by our in-house team across Meta and Performance Max.
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The Performance
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overall revenue: achieved ~8.2% YoY growth in overall sales, surpassing revenue goals by ~5%.
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overall revenue: achieved ~8.2% YoY growth in overall sales, surpassing revenue goals by ~5%.
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first-time purchasers: a remarkable 25.9% YoY growth, surpassing the initial goal of a 15% growth YoY.
Cycology's Words
“Best agency experience we have had to date. They are our third agency over time. Our new vs repeat customer counts are heading in the direction we wanted.
New markets are being developed and the top-of-funnel activities are driving session counts whilst still returning historically strong return of ad spends.
farsiight seems very competent and has a good track record. We’ve been impressed with everyone we’ve dealt with at farsiight.”
Michael Tomchin
Co-Founder
Meet the Siighters that made this possible
There might be two i’s in farsiight but there is no i in team. To produce the best outcomes possible for our brands we work as an integrated team of specialists.
Cycology’s engagement covered media buying and creative strategy. To cover all bases our team was composed of a Lead Strategist, two Performance Managers and a Creative Strategist.
Malinder Ah-chong
Senior Performance Manager
Lachlan Ward
Senior Performance Manager
Ben Somerville
Director