Social-led commerce · ANZ
Halving the cost per booked consult on the same offer
The social-led commerce business had a funnel that looked clean on a dashboard and bled money on the ground. We walked the decision sequence end-to-end, found three quiet leaks, and cut the cost per booked consult in half inside a month.
Cost per booked consult
−52%
Show-up rate
61% → 84%
Meta CPM
−18%
Email reply rate
+3.6×
01 - The situation
The business was doing the things you are supposed to do - testing creative weekly, watching ROAS, running a booking flow that the platform recommended. The dashboard looked clean. The bank account did not. Cost per booked consult had been climbing for two quarters and no one could explain why.
02 - What we did
We did not change the offer. We walked the buyer's journey one click at a time, from the first ad impression to the consult that didn't happen, and timed every step. Three leaks were visible inside the first session - none of them where the team was looking.
- Booking calendar rebuilt - three steps collapsed into one; default slot windows widened to match how people actually plan.
- Confirmation sequence rewritten - one human-sounding message at 12 hours out instead of three automated ones.
- Ad copy stripped of the discount language that was attracting bargain shoppers and repelling buyers ready to act.
- Tracking corrected - a misfired event had been double-counting bookings for four months.
Most underperforming funnels aren't underperforming. They're miscounted, miscalibrated, or just badly timed.
03 - The outcome
Cost per booked consult halved inside the month and has held there. Show-up rate climbed from 61% to 84% - which made the booked-consult number actually translate to revenue. Email reply rate rose 3.6× off the new confirmation sequence alone.