SAALT

Client Overview

Saalt is a leading menstrual care and leakproof underwear brand. Despite strong brand awareness and traffic volume, the team was experiencing inefficiencies in traffic allocation, low-performing landing pages, and high early drop-off across key funnel stages.

The Challenge

• Ads were sending traffic to low-converting pages with weak AOV.
• Google & Meta campaigns were fragmented across too many URLs.
• Homepage and product pages suffered from poor above-the-fold clarity.
• The site experienced a 23.9% early drop-off rate.
• High-performing pages were underutilized, limiting revenue potential.

Funnelytics approach

We analyzed 30 days of funnel data using Funnelytics to identify:

• Underperforming ad destinations
• High-converting/high-AOV pages
• Scroll-depth drop-offs
• Page hierarchy issues
• Revenue lift opportunities per scenario

This allowed us to quantify the exact monthly revenue upside from optimization.

Key Insights

1. 1. Meta Traffic Misallocation
   Menstrual cup/disc pages convert at 2.33% CR, AOV $71.
   Saalt.com converts at 9.04% CR with nearly identical AOV.
2. 2. Google Ads Fragmentation
   Traffic scattered across 5–7 low-performing underwear pages.
   Top converter: /collections/saalt-period-underwear.
3. 3. Homepage Drop-Off
   23.9% of users leave before 25% scroll depth.
   Key products and benefits too far down the page.
4. 4. Product Hierarchy Issues
   Best sellers not in first row.
   Default colors blended with background.
   Missing credibility tags: Best Seller, Favorite, Most Comfortable.

Priority Recommendations

1. 1. Redirect Paid Traffic to High-Converting Pages
   Send Facebook & Google Ads to saalt.com and saalt-period-underwear.‍
2. 2. Above-the-Fold Redesign
   Move key bundles, benefits, and CTAs higher on the page.‍
3. 3. Product Page Optimization
   Improve color contrast, add lifestyle photos, and highlight key product benefits.‍
4. 4. Homepage Improvements
   Increase visibility for top sellers and bundles. Add sticky CTAs.

Results

Funnelytics uncovered over $93k in monthly revenue leakage, driven by traffic inefficiency and underperforming key pages. With strategic reallocation, UX optimization, and conversion improvements, Saalt is positioned to increase significantly:

• ROAS
• Conversion rate
• Average revenue per visitor
• Total monthly revenue

This roadmap equips Saalt with a clear, actionable plan to unlock 7-figure annual growth.