The Problem
AfriCommerce was spending ₦800,000 per month on Facebook and Instagram ads with a 0.9x ROAS — losing money on every naira spent. High traffic but 0.8% conversion rate on their product pages. Zero email list despite 3 years of trading.
Our Solution
We paused all ads for 2 weeks and fixed the foundation first. Rebuilt product pages with conversion-focused copy, added social proof, and fixed the mobile checkout experience. Then restructured the paid media strategy with proper audience segmentation, launched a 5-email post-purchase sequence, and built a loyalty program that drove 68% repeat purchase rate.
The process
Week 1–2
Foundation Fix
Paused all ads. Rebuilt product pages with conversion copy, better images, and streamlined mobile checkout. Conversion rate went from 0.8% to 2.4%.
Week 3–4
Email Infrastructure
Built welcome sequence, abandoned cart emails, and post-purchase series. Email list grew from 0 to 4,200 subscribers in 30 days from existing customer data.
Month 2
Paid Media Relaunch
Relaunched ads with proper audience segmentation, creative testing framework, and daily optimization cadence. ROAS hit 2.1x in first month back.
Month 3–4
Retention System
Launched loyalty program. Repeat purchase rate grew to 68%. Email now generates ₦800k/month independently. ROAS stabilized at 3.8x.
"We were genuinely bleeding money on ads before Borderless Profit. They fixed our product pages first — which was humbling but right — then rebuilt our ad strategy from scratch. Our ROAS is now 3.8x and our email list generates ₦800k/month on autopilot."
— Head of Growth, AfriCommerce