Case Study — East Perry × ROI.LIVE
STUCK AT  $40K/MONTH  FOR YEARS
$2.57M/YR
6.5× REVENUE GROWTH IN 30 MONTHS
$396K
2022
→
$900K
2023
→
$1.9M
2024
→
$2.57M
2025
$7.3M+Revenue Influenced
6.5×Revenue Growth
8.64×Marketing Efficiency
90 DaysTo First $100K Month
Return On Investment

Every Dollar, Multiplied.

We believe in scaling the channels with the highest return first, while leveraging others for specific purposes — like retargeting and recapturing abandoned intent. We prove it with contribution margin — real profit after product costs and ad spend.
#1
🔍 Organic SEO
$1→$18.56
$71,850 in → $1,333,757 out · 1,756% ROI
$435LTV
$23CPA
$531K2025 Rev
3,067Customers
#2
📊 Google Ads
$1→$2.77
Net profit per $1 after COGS + spend · 56.5% margin
$559KProfit
$65CPA
$1.06M2025 Rev
5,427Customers
#3
📱 META Ads
$1→$1.76
Strategic retargeting · Highest LTV/customer ($450)
$115KProfit
$104CPA
$269K2025 Rev
1,133Customers
$674K
Combined Profit '25
55.0%
Contribution Margin
$131
Profit Per Order
The Challenge

"Stuck At $40–45K A Month For Years"

✕ Before

Revenue stuck at $40–45K/month • No marketing strategy • Zero email/SMS • Invisible in search • 2022: $395,821

✓ After

$213K/month avg (4.7×) • Klaviyo = 51% of revenue • #1 sheepskin brand in Google search • Paid ads at 4.95× ROAS • 2025: $2,566,017
Revenue Growth

Multi-Channel Revenue By Quarter

Watch each channel layer in and scale — the compounding effect of a multi-channel profit engine.

Google AdsSEOKlaviyoMETAOther
Monthly Shopify Revenue · Jul 2022 – Feb 2026
Sep '23 First $100K
Nov '23 First $200K
Nov '24 $393K
Nov '25 Record $599,850
The Playbook

Foundation First. Then Fuel.

🚀
July 2023

Email + SEO + Fractional CMO

Built Klaviyo from zero. Backlinks, technical SEO, on-page. XRay SuperPixel for list growth.

💥
Sep 2023

First $100K Month Ever

90 days in. Broke the ceiling.

↑ 130% vs baseline
⛽
Q4 2023

Google + META Ads Launch

Paid layered onto email engine. Nov $203K. Q4: $543K.

↑ 4.5× pre-engagement
📈
2024

$1.9M — 111% YoY Growth

Google: $736K at 6.0× ROAS. Klaviyo: 40-60% of revenue. 6,468 new customers.

🏆
2025

$2.57M — 8.64× MER

Google: $1.05M. Klaviyo: $1.27M (51%). SEO: $530K. Q4: $1.2M — best ever.

↑ 6.5× from 2022
Services

The Full-Stack Machine

🎯

Fractional CMO

Jul 2023 – Present

🔍

SEO

Jul 2023 – Present

📊

Google Ads

Jul 2023 – Present

📱

META Ads

Jul '23 – Sep '25

✉️

Klaviyo

Jul '23 – Sep '25

🌐

Web Design

Launched Dec 2025

Website Redesign

We Didn't Just Drive Traffic.
We Rebuilt The Storefront.

In December 2025, we launched a complete website redesign — transforming East Perry from a basic Shopify template into a premium lifestyle brand experience built to convert.

East Perry premium sheepskin rug in modern living room setting
THE PRODUCT THAT BUILT A $2.5M BRAND
🎨
Premium Aesthetic
From template to luxury brand
📱
Mobile-First UX
Redesigned for thumb-friendly browsing
⚡
Page Speed
Faster loads, lower bounce
💰
Conversion Focused
Every element designed to sell
HOMEPAGE
✕ Before
Before
Basic template · No story · Wall of text
✓ After
After
Premium brand · Lifestyle hero · Trust signals
PRODUCT PAGE
✕ Before
Before
One image · Bare description · No social proof
✓ After
After
Rich media · FAQs · Reviews · Cross-sells · Trust badges
COLLECTION PAGE
✕ Before
Before
Flat product grid · No organization
✓ After
After
Curated categories · Lifestyle photography · Product detail

✕ The Old Site

Generic Shopify template with no brand identity. Single product image with minimal description. No trust signals, no social proof, no cross-selling. Flat collection grids with no storytelling. Homepage was a wall of text under a stock hero image.

✓ The New Site

Premium lifestyle brand with "Sheepskin, Reimagined" positioning. Rich product pages with FAQs, reviews, cross-sell carousels. Category-organized collections. Trust badges, "Nervous-System Approved" messaging, and 4.8★ social proof front and center.
POST-LAUNCH RESULTS (Jan–Feb 2026 vs. Prior Year)
+62.7%
Revenue YoY
+17.4%
AOV Increase
$255,800
Best Jan Ever
$229,250
Best Feb Ever
2025 Performance

Channel Deep Dive

$1,265,692
Klaviyo Email + SMS — 51.2% of All Revenue
+59.9%YoY
$576Lead Value
88.2%Conv Rate
$2.57M 2025 REVENUE
Google Ads (42.7%)$1.06M
SEO (21.5%)$531K
Social (17.1%)$422K
META (10.9%)$269K
📊 Google
$1.06M
5.23× ROAS · $85 CPA
🔍 SEO
$531K
$0 spend · +44% YoY
📱 META
$269K
4.12× ROAS · $122 CPA
💬 Social
$422K
$0 spend · $313 LTV
CPA vs Lifetime Value

The Wider The Gap,
The More Profitable.

ChannelCPA → LTVRatioCust.
🔍 SEO
$23
$435 LTV
18.6×3,067
📊 Google
$65
$392 LTV
6.05×5,427
📱 META
$104
$450 LTV
4.34×1,133
Organic Search

SEO: $71K Invested. $1.33M Returned.

1,756%ROI
$71,850 → $1.33M
$23.43TRUE CPA
3–17× lower than paid
#1IN GOOGLE SEARCH
Ahead of Etsy, IKEA, Walmart

📈 Investment Case

Invested
$71,850
Returned
$1,333,757
Net Profit
$1,261,907
Cost/Lead
$12.40

🏆 Competitive Position

#1 sheepskin brand in Google search — ahead of SheepskinTown, Bowron, and every niche competitor. 985K+ impressions in 6 months. 215 keywords in Top 20. 46-article topical map compounding.

2,705east perry
1,948east perry sheepskin
1,219sheepskin rug
1,021sheepskin blanket
449slippers
296mattress topper
Contribution Margin

Revenue → Profit Waterfall

📊 Google Ads '25

Revenue
$990K
− COGS
−$229K
− Ad Spend
−$202K
= Profit
$559K
$1 → $2.77 profit · 56.5% margin

📱 META Ads '25

Revenue
$235K
− COGS
−$54K
− Ad Spend
−$65K
= Profit
$115K
$1 → $1.76 profit · 49.0% margin
8.64×
MER
$2.57M ÷ $349K
13.6%
Mktg % Rev
Industry: 20-30%
$41K
Under Budget
Exceeded targets
Attribution

The Flywheel Keeps Spinning

After META/Klaviyo transferred Oct 2025, ROI.LIVE systems kept driving the vast majority of revenue.

🏆 Q4 2025 — Best Quarter: $1,200,390

GoogleSEOKlaviyoOther
$466K
$160K
$644K
Other

ROI.LIVE-managed = 52.2% · Klaviyo = 53.7%

📊 Q1 2026 (Jan–Feb): $485,050

$121K
$50K
$227K
Other

ROI.LIVE = 82.2% · META (new vendor) = 11.7%

82.1%ROI.LIVE-Era Leads
17.9%Post-Oct '25
$6.06MROI.LIVE-Era Rev
Results

The Numbers That Tell The Story

6.5×
Revenue Growth
$396K → $2.57M
$599,850
Best Month
Nov 2025
$7.3M+
Revenue Influenced
Jul '23 – Feb '26
$674K
Contribution Profit
After COGS + Spend
20,587
Orders (24–25)
AOV $200+
51.2%
Email Revenue
Klaviyo
90 Days
To $100K
From $45K plateau
18.56×
SEO Multiple
$71K → $1.33M

* Q4 2025/Q1 2026: ROI.LIVE channels + systems drove 82%+ of conversions.

Benchmarked Against The Industry

Not Just Good. Industry-Defining.

East Perry's results compared to published 2025 benchmarks for e-commerce and home décor marketing. Every metric, verified against real industry data.

MER (Marketing Efficiency Ratio) 8.64×
East Perry: 8.64×E-Commerce Avg: 3–5×
Google Ads ROAS 4.95×
East Perry: 4.95×E-Commerce Avg: 2.87×
SEO ROI 1,756%
East Perry: 1,756% ($71K → $1.33M)Typical SEO ROI: 200–500%
Email Revenue Share (Klaviyo) 51.2%
East Perry: 51.2% of total revenueIndustry Avg: 25–30%
Cost Per Acquisition $65 (lower = better)
East Perry: $65 blended CPAE-Commerce Avg: $101
Contribution Margin 55%
East Perry: 55% after COGS + ad spendE-Commerce Avg: 41.5%

Industry sources: Triple Whale Google Ads Benchmarks 2025 (18,000+ brands) · Shopify MER Benchmarks 2025 · WebFX Paid Search ROAS Analysis 2025 · NYU Stern E-Commerce Margin Study · Klaviyo Industry Email Revenue Reports. East Perry figures from Shopify analytics + Klaviyo attribution.

$396K → $2.57M
Stop Guessing. Stop Wasting. Start Scaling.

East Perry came to ROI.LIVE stuck at $40K/month. In 30 months, we built a profit engine that transformed them into a $2.5M+ brand.

Get My Growth Plan →