How Secret Sales Unlocked £18 ROAS from Visitors They’d Never Reached Before

The vast majority of Secret Sales’ 50 million annual visitors left without being identified. No account, no cookie match, no CRM record. Every follow-up channel bypassed them entirely: email nurture, paid social retargeting, CRM sequences. Each bounced visitor represented wasted acquisition spend with no second chance to convert, a significant and growing cost for a platform built on repeat purchase and high lifetime value.

Over the campaign period, Optivo:

• identified and engaged 200,000 anonymous visitors. None were present in the existing CRM and none were reachable through any other channel.
• delivered an £18 ROAS, validated against strict incrementality criteria: the revenue held up even when removing conversions that would have happened regardless.
• generated a 35% higher AOV compared to existing customers, over the period

Anonymous traffic, previously written off as an unavoidable leakage from acquisition spend, became a scalable, measurable new revenue channel.