Tayst Coffee Roasters

Date

2025

Industry

CPG, Lifestyle

Services

Creative, Paid Media

Team

ECommerce Marketing, Retail Marketing

Summary

Mason quadrupled Tayst Coffee Roasters’s bottom-of-the-funnel sales at no increase in cost, with our rigorous, methodical, ad-testing strategy.

Tayst Coffee Roasters needed to maximize the value of their remarketing budget by generating the highest possible engagement from their existing audience.

Our scientific methodology to digital advertising isolates and tests individual variables can dramatically improve campaign performance when marketing to finite remarketing audiences.

Challenge

The bottom of anyone’s sales funnel has a fixed, finite audience. In Tayst’s Case, it was defined as the last 90 days of website visitors + any who “added to cart” over the last year + engaged email subscribers.

Working with fixed audiences, advertisers face a critical efficiency challenge: Meta charges on a CPM based on reach and frequency, which are products of the finite audience size. Said another way, Meta charges for impressions regardless of performance, so every click is crucial to ROI.

Implementation

The process followed five distinct phases:

Phase 1: Base Ad Testing

Developed three initial variations

Tested different combinations of imagery, copy, and CTAs

Identified winning ad with 0.5% CTR as a baseline

Phase 2: Image Optimization

Created variations of winning ads with different product imagery

Maintained consistent copy and CTAs

Improved CTR to 0.7% with optimal image

Phase 3: Copy Testing

Tested different messaging approaches

“A Revolutionary Single-Serve Pod” headline achieved 0.9% CTR

Demonstrated importance of value proposition clarity

Phase 4: Color Optimization

Tested green, orange, and light green backgrounds

Light green variation achieved 1% CTR

Showed significant impact of visual elements on engagement

Phase 5: CTA Refinement

Tested different button text variations:

“Shop Now”

“Start Your Journey”

“Taste the Difference”

Final optimization achieved 2% CTR

Solution

Mason implemented a methodical, scientific testing process that isolated individual variables to measure their specific impact on ad performance.

This approach included:
– Baseline Testing: Created three distinct ad variations to establish performance benchmarks
– Variable Isolation: Systematically tested one variable at a time: Image variations, Copy variations, Color schemes, and Call-to-action buttons

Key Learnings

– Scientific Method Works: Isolating variables provides clear, actionable insights about what drives performance
– Compound Benefits: Each optimization is built upon previous improvements
– Fixed Audience Efficiency: With finite remarketing audiences, CTR improvements directly impact bottom-line efficiency
– Measurable Impact: Systematic testing eliminates guesswork and provides clear ROI metrics