How we increased e-commerce sales by 113% year-on-year

Lancerto is a Polish brand of men's elegant clothing.

In addition to e-commerce, the client has a nationwide sales network with locations in prestigious galleries of major Polish cities.

Despite still relatively low recognition, it has managed to build a solid business position by pursuing a strategy of stationary expansion and widening distribution. Currently, the client's main objective is the development of e-commerce, which is an important source of revenue generation and its potential continues to grow.

Lancerto's products are targeted to men 25-49, with higher incomes, who rely on timeless cuts.


year-on-year sales growth, with achieved ROAS
acquisition of new users relative to last year
year-on-year increase in the number of transactions

Client’s opinion

„Despite a big drop in interest in men's smart fashion during the pandemic, we managed to end the year with very strong year-on-year increases in users and revenue, thanks to the rapid adaptive changes made on our side and within Salestube's marketing strategy. Entering new target groups and a more casual assortment was a good move that allowed us to increase our marketing investment and grow at a time when most companies were cutting back.”
Mariusz Serafin
Marketingu & E‑Commerce Director in Lancerto

Challenges and goals

Pandemic closed stationary fashion stores for a long time. Even when restrictions were lifted and malls opened for a while - footfall still fell by about 35%.

The entire fashion industry forcibly strengthened e-commerce and so reflected the declines.


Lancerto not only had to "simply" strengthen its performance activities and improve optimization, but also make changes to its product offering and highlight products that have a better chance of selling online.

What did we do?

We shifted the weight of communication from suit/formal offerings to more casual fashion with a wide range of casual wear and accessories for men. This opened us up to new segments - new sources of business.

We convinced new users to buy by offering products that were safe to buy online (no measuring) and relatively inexpensive (polo shirts and accessories).

We differentiated communications by target group (TG): -M25-44: classic, elegant + casual products -M20-25: casual-only products and accessories -K25-44: accessories and accessories, intensifying during "gift" periods.


The continuous optimization of performance activities was based on a number of our proprietary martech tools:

  • Auction Insights - with which we analyzed data from Google Ads and looked for significant changes in competitor activity.

  • Auction Alert - for automatic notification when competitor activity deviates from the norm.

  • Budget Monitor - a tool thanks to which we were able to accurately determine recommended daily expenses.

  • SEM Health monitor - used to check elements that affect the effectiveness of the campaign.

For campaign monitoring, we used Campaign Manager to deduplicate conversions and track impressions and clicks, as well as model attribution. For better campaign control, we created the Conversion Alert tool, which identifies trends and seasonality based on historical data and sends alerts when the system registers significant changes in the campaign.

In analyzing traffic quality, we were helped by our proprietary solutions like Bot Hunter and Fraud Detector, which, based on inbound traffic and historical data, can catch low-quality traffic whose parameters deviate from campaign norms.

Results and benefits

Despite the pandemic, all the stated goals were met: sales while maintaining cost efficiency, and intermediate goals:

  • We increased the number of users and improved the conversion rate.

  • We increased e-commerce sales by 113% year-on-year while maintaining the established ROAS.

  • We gained 57% of new users relative to last year but also ensured that existing users, bought more frequently, resulting in a 160% year-on-year increase in the number of transactions.

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Dominika Niekraszewicz