Marram Skin
Blended MER from 2.1 to 3.3 while new customers rose 58%
Business
Skincare, DTC
What we did
Paid social, ad creative, landing pages
How long
Q4 2025
Drag the handle to compare the control with the test. Every number below comes from the same two screens.
Blended MER
2.1
to
3.3
57% higher
The problem
Sixty percent of Marram's budget went to retargeting people who had already visited. The numbers looked strong in the ad account and flat in the bank. The night balm page listed eleven ingredients before the price.
What we changed
We cut retargeting to 15% of spend and wrote six opening lines for the founder to read on TikTok. We rebuilt the night balm page around one promise, calm skin by morning, with the price and the empty-jar guarantee next to it.
The result
Over the quarter, new customers rose 58% and blended MER went from 2.1 to 3.3. Refill orders at day 70 went from 29% to 38% after the SMS reminder went live.
I read six lines into my phone in our kitchen. One of them paid for the quarter.
Ines Varga, founder, Marram Skin, Minneapolis, Minnesota
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