About.
Founded in 2020 by Mark Ritz and Sylwia Tabor, Carnivore Snax makes chip-textured meat snacks from two ingredients, grass-fed meat and salt, with over 110,000 five-star reviews.
Challenge: scale CVR and reach new audiences without onboarding another agency.
Carnivore Snax was strong at ad-level testing, but the lean team struggled with experimentation beyond the click. They were already engaging multiple external agencies, and onboarding a design and development agency for landing pages felt like the wrong next hire. They needed to test unique acquisition offers, ship new experiences, optimize existing ones, and expand to new customer segments while keeping experimentation in-house.
How FERMÀT worked alongside the team.
FERMÀT replaced the design-and-dev agency hire with an in-house experimentation engine, backed by a dedicated Growth Manager.
The transformation was in who owned the page. The lean team kept experimentation in-house and scaled faster than any agency partnership would have allowed. Personalization agents built a net-new persona experience for protein-conscious women, featuring UGC video of women enjoying the product, demographic-specific reviews, and tailored messaging that hit a 5.96% in-unit CVR on an entirely new segment. Creative agents kept ad-to-cart narrative consistent end-to-end, including a bearded-gentlemen creative thread that scaled one experience to 5.12% CVR. Merchandising agents shipped new-customer-only offers parallel to the main store, so acquisition experiments did not disrupt the core shopping experience. Conversion agents tuned simplified TikTok-specific grid shops, lifting CVR 72% and RPS 43% against the standard collection page.
"In my nine years in e-commerce, creating effective landing pages has been one of the toughest challenges. It was always difficult to find someone who could bring together all the key elements: speed of landing page production, conversion optimization, testing, and creativity. More often than not, we'd end up directing traffic to our homepage instead. Fermat has completely solved this for us." - Mark Ritz, Founder, Carnivore Snax
- Persona-specific experiences reached new audiences at 5.96% in-unit CVR
- Ad-to-cart narrative consistency drove a 5.12% CVR experience
- New-customer-only offers ran in parallel to the main store
- TikTok-specific grid shops lifted CVR 72% and RPS 43%
Results.
Carnivore Snax launched 18 new experiences in 5 months, hit a 5.96% CVR on a new-persona experience, and saw a 72% CVR lift and 43% RPS lift on TikTok traffic compared to the standard collection page.
In my nine years in e-commerce, creating effective landing pages has been one of the toughest challenges. It was always difficult to find someone who could bring together all the key elements—speed of landing page production, conversion optimization, testing, and creativity. More often than not, we’d end up directing traffic to our homepage instead. Fermat has completely solved this for us.
