B2B Software•6 weeks
Reducing Customer Acquisition Cost by 65%
Product ValidationSmoke TestingICP Refinement
The Challenge
A B2B SaaS startup was burning through capital with a customer acquisition cost (CAC) of €1,200 per customer. With only 8 months of runway remaining, they needed to either reduce CAC dramatically or pivot entirely.
Our Approach
- 1Conducted comprehensive market segmentation analysis to identify high-intent buyer personas
- 2Designed and deployed 15 smoke test experiments targeting different ICPs and value propositions
- 3Analyzed conversion data to identify the most cost-effective acquisition channels
- 4Refined messaging and targeting based on experiment results
- 5Implemented optimized landing pages and email sequences for validated segments
The Results
65% reduction in CAC
From €1,200 to €420 per customer
3x improvement in conversion rate
Landing page conversion increased from 2.1% to 6.8%
4-month payback period
Down from 11 months, improving unit economics significantly
Extended runway by 14 months
Giving the team breathing room to reach profitability
Key Insight
The startup was targeting enterprise customers when their actual best-fit ICP was mid-market companies with 50-200 employees. This insight alone accounted for 40% of the CAC reduction.
"
Univot helped us find product-market fit we didn't know we were missing. The smoke testing framework identified our true ICP in weeks, not the months we would have spent guessing.
Co-founder & CEO
SaaS Startup
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