Fellstride
New hooks every week took cost per order from $41.80 to $24.11
Business
Merino socks, DTC
What we did
Ad creative, paid social
How long
10 weeks, fall 2025
Drag the handle to compare the control with the test. Every number below comes from the same two screens.
Cost per order
$41.80
to
$24.11
42% lower
The problem
Every Fellstride ad led with an offer: 20% off, free shipping, new colors. Hook rate, the share of people who watch past three seconds, was under 11% on the best one. Cost per order sat at $41.80.
What we changed
We kept one product photo from our Columbus studio and changed only the first line, six at a time. Blister-free at mile 20. Dry by morning. Three pairs, one drawer. Each batch ran for nine days on the same budget and audiences.
The result
Test fourteen found two hooks with 27 and 31% hook rates. Rolled into twelve new cuts, they took cost per order to $24.11 by week ten while spend went up 12%.
We thought we needed a video budget. We needed better first lines. Two of them are still running nine months later.
Hannah Boyle, head of growth, Fellstride, Asheville, North Carolina
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