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http://coyuchi.com
Coyuchi is a premium bedding brand with a long purchase cycle and high AOV. That changes how you approach growth, attribution, and retention.
Vicki Williams-Grahan (Brand President) explains how they tested Meta’s impact by turning it off, how they think about LTV in a low-frequency category, and why product selection inside ads matters as much as creative.
For DTC operators scaling high-AOV brands with long purchase cycles who need to rethink CAC, LTV, and attribution.
In this episode:
- What happened when they turned off Meta for 6 weeks
- Why Google Analytics 4 underreported performance vs platform data
- How segmentation (via Decile) changed acquisition
- Why entry-level products lowered overall performance
- How they use daily forecasting and contribution profit
Who this is for:
Operators in high-AOV categories (home, furniture, luxury, etc.)
What to steal:
- Run incrementality tests (or dim market tests)
- Prioritize high-LTV acquisition, not just conversion rate
- Track contribution profit daily
Timestamps
00:00 Introduction and evolving customer profile
02:00 Coyuchi brand overview and DTC shift
04:30 Challenges of high AOV and long purchase cycles
07:00 Customer segmentation and tools like Decile
09:30 Meta ads experiment and going dark
13:00 Attribution insights and incrementality testing
15:00 Daily forecasting and contribution profit focus
17:30 Product strategy and high LTV vs entry products
21:30 Retention storytelling and non-sales emails
25:00 Brand repositioning beyond sustainability
32:00 Bringing paid social in-house and creative speed
35:00 Using AI in marketing and creative testing
36:30 Channel testing including podcasts and CTV
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