Case Study: FinTech → Ecommerce Payments SaaS
A story of turning an “invisible” payments plugin into a revenue engine.
200% ARR growth | 4:1 campaign ROI | 90% lower lead gen cost
Nets is Europe’s largest PayTech. Everyone in the Nordics taps their card on a Nets terminal daily. But the online payments product? Nobody saw it as a serious player. Stripe and Klarna owned the category.
The ICP was SME online stores or service providers. Selling clothes, furniture, but also car parts (!), tickets to the zoo and even...online will writing services.
Payments plugins compete on... nothing really. Uptime, conversion rates, payment and system integration - they all matter, but not enough to switch - to the customer, they're all the same.
E-commerce store owners don't care about payments (unless they stop working). They cared about Sales of their goods - that's it.
The category was full of:
stock photography and generic buzzwords
feature-dumping that no one understood
zero emotional connection or clarity
Marketing was working hard. Sales still had to explain value every time.
E-commerce store owners are hustling hard. Fighting rising ad costs, shrinking margins, competing with Amazon - it's not exactly a walk in the park.
When someone would tell them, 'we can increase your conversion from 3% → 4%. The response was 'yeah, whatever' - too small to bother.
No one connected the dots that 3% → 4% conversion = 33% more revenue.
No extra ad spend needed, no changes to their product lineup, not another CRM blast - upgrading your plugin is like the easiest HACK in e-commerce.
So instead of “educating the market” about percentage maths, we started speaking human.
We met them where they were: tired, busy, desperate for quick wins.
Reframed the product from “payment gateway” → the easiest way to grow online revenue with a line 'Hustle Less, Sell More'
Grouped complex features into two simple promises:
→ Turn more visitors into buyers
→ Turn one-timers into fans
Ditched stock photos; leaned on bold creative and relatable copy
Built customer proof assets and Sales talk tracks that clicked instantly and made deals move faster:
“You don’t need more traffic — you need more buyers.”
200% ARR growth in the e-commerce division
4:1 ROI from the first Nordic campaign with new positioning
90% lower lead gen cost vs. previous year
And the most important bit - this customer quote:
“I finally understand what I’m paying for.”
Ecommerce never sleeps — so we set system-status alerts on top rivals. When they went down, our automated sequence fired instantly — emails + ads to their customers, telling them there’s a better option.
Dropping €50K on a booth and hoping people stop by? Weak ROI. We needed pull, so we brought the “abandoned cart” to life - branded tiny IKEA carts and left them around the venue. Curiosity got us +30% foot traffic.
'Book a demo' is a hard sell, so instead we offered a free ecommerce optimisation review. Sales would give feedback and recommend fixes - driving to us. They then had permission to follow up for the whole year.
Everyone runs events — but most speakers just brag. Ecom founders actually want a space to admit it’s hard. So we built events where they could be honest, swap frustrations, and get real support.
The name did the selling.
Don’t assume your buyer “gets it”, will do the math or connect the dots for you.
Once the economic upside becomes obvious, your GTM can credibly bring up FOMO which makes selling much easier.
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