Tymewear's smart shirt measures breathing to identify physiological thresholds — helping endurance athletes train 2.5x faster with 3% error margin (vs. 29% for heart rate monitors). The science was revolutionary. The messaging wasn't.
Their website led with technical complexity: "measures physiological thresholds from breathing patterns." Prospects didn't understand why it mattered. Ad campaigns drove traffic, but landing pages confused visitors. The disconnect killed conversions.
At 0.3 ROAS, they were losing $0.70 on every dollar spent. Ads were unsustainable. Growth had stalled.
Working with Yieldpage, Tymewear rebuilt their messaging as one behavioral system:
Website: Shifted from explaining "how it works" to "what you get" — faster races, injury prevention, efficient training. Technical details moved deeper for those ready to evaluate.
Landing pages: Created two lead magnets (training PDF + knowledge quiz) that educated prospects while capturing emails. Each drove toward the same outcome: showing value before asking for the sale.
Ad copy: Aligned pre-click messaging with post-click experience. No more promising "performance breakthroughs" then landing on technical explanations. Message continuity from ad → page → conversion.
Email sequences: Email drip sequence that validated the purchase decision, overcame objections with social proof, and offered free training consultations for fence-sitters.
The result: One aligned system instead of separate pieces fighting each other.
Within 30 days, ROAS jumped from 0.3 to 1.5 — a 5x improvement. More importantly, the team immediately doubled ad spend based on confidence in the new system.