Learn how Carnivore Snax leverages FERMÀT to expand their customer base and maximize marketing efficiency by experimenting rapidly with new customer acquisition funnels.
ABOUT
Founded in 2020 by Mark Ritz and Sylwia Tabor, Carnivore Snax revolutionized the meat snack category with their innovative chips made from just two ingredients: grass-fed meat and salt. Unlike traditional jerky, these crispy and airy snacks offer a unique chip-like texture while maintaining the nutritional benefits of 100% grass-finished meats sourced from regenerative U.S. farms. The brand has amassed over 110,000 5-star reviews, and has been named by much-loved podcaster Joe Rogan as his “favorite snack”.
CHALLENGE
Carnivore Snax wanted to scale conversion rates, test new customer acquisition offers, and explore expanding into new market segments – but they wanted to control their experimentation in-house with their team.
While Carnivore Snax excelled at ad-level testing, their lean team had difficulty with experimentation beyond the ad click. The team was already engaging multiple external agencies to support their marketing efforts, and found the lift of sourcing and onboarding a design/development agency a daunting task.
Mark and his team knew they wanted to test unique customer acquisition offers, create net-new landing pages and optimize existing ones, and experiment with marketing to new customer segments while maintaining their core audience. Ultimately, their goal was to continue to scale their performance marketing efforts - especially conversion rates - across multiple channels, without requiring the services of an additional agency partner.
STRATEGY
FERMÀT’s platform, with the support of Carnivore Snax’s dedicated Growth Manager, enabled the brand to rapidly experiment on the post-click experience, test into new market segments, and create highly cohesive 1:1 shopping experiences from ad to cart.
With FERMÀT, Carnivore Snax has executed on a variety of strategies that have supported their goals in scaling conversion rate and reaching previously untapped markets. Here’s how they’ve implemented FERMÀT in their growth marketing function:
- Expanding to New DemographicsCarnivore Snax created targeted funnels for non-traditional customer personas, most notably, funnels for protein-conscious female consumers. These funnels feature UGC video content of women enjoying Carnivore Snax’s meat chips, demographic-specific reviews and testimonials, and tailored messaging that is designed to resonate with a female audience. At peak, one of these funnels achieved an in-unit CVR of 5.96% - a truly incredible conversion rate for a net-new buyer persona.
- Creating Ad-to-Cart Narrative Consistency:The team developed cohesive shopping experiences by maintaining creative consistency from ad through checkout. Their most successful implementation featured bearded gentlemen in both ad creative and video shop content, creating a seamless narrative that boosted conversion rates. One of these funnels scaled up to an impressive 5.12% CVR.
- Implementing New-Customer Exclusive Offers:Carnivore Snax developed specialized funnels with unique offers exclusively available for new customers acquired through paid ads, allowing them to experiment with acquisition strategy without affecting the main ecommerce store experience.
- Launching Optimized Merchandising for TikTok Ad TrafficBy implementing simplified shopping experiences like grid shops with curated product selections, Carnivore Snax achieved significant performance gains on their TikTok advertising channel. At one point, they saw a 72% lift in conversion rate and a 43% increase in RPS (Revenue per Session) when comparing traffic sent to a FERMÀT funnel to a standard collection webpage.
RESULTS
In just five months, Carnivore Snax has rapidly launched 18 new funnels, lifted conversion rates, and successfully expanded into a new market segment - all without exhausting the time and financial resources.
Since implementing FERMÀT, Carnivore Snax has:
- Deployed 18 new funnels in just 5 months
- Achieved a 5.96% conversion rate on a funnel targeting an entirely new customer demographic
- Seen a 72% lift in CVR and 43% increase in RPS when comparing traffic sent to a FERMÀT funnel versus their standard collection landing page.
The Carnivore Snax team continues to leverage FERMÀT for rapid experimentation, proving that targeted and narrative-consistent shopping experiences can successfully broaden a brand's customer base while maintaining efficiency in resource allocation.
In my nine years in e-commerce, creating effective landing pages has been one of the toughest challenges. It was always difficult to find someone who could bring together all the key elements—speed of landing page production, conversion optimization, testing, and creativity. More often than not, we’d end up directing traffic to our homepage instead. Fermat has completely solved this for us.
