North-star & equation

⭐
North-star: Net revenue with healthy contribution margin.
🧮
Growth eq.: Sessions × CVR × AOV − CAC ± Retention/LTV effects.
📆
Cadence: Weekly review → ship 3–5 experiments → learn → scale winners.

Your model should forecast impact at each lever to prioritize work.

1) Diagnose with a clean funnel

Acquisition (Sessions) Product view rate Add-to-cart rate Checkout start rate Purchase CVR
Top fixes: Speed, clarity, proof, offer Mid fixes: Merchandising, price tests, UX Bottom fixes: Checkout friction, payments, reassurance

2) Compound with a flywheel

Acquisition Activation Repeat Advocacy LTV/CAC ↑ sustainable scale

Power the wheel with: strong onboarding, timely lifecycle emails, loyalty/UGC, and remarketing that respects payback targets.

3) A simple 90-day roadmap

Wave 1 — Fix the baseline Wave 2 — Lift CVR & AOV Wave 3 — Scale channels • Speed, bugs, analytics, pixels • Clear value prop & proof • Offer tests, bundles, upsells • Checkout friction & trust • Paid search/social & partners • Lifecycle: welcome, win-back Day 0 Day 45 Day 90

KPI scorecard (weekly)

MetricTargetActualStatus
Sessions+12% WoW+9%watch
CVR≥ 2.5%2.2%focus
AOV≥ $65$68good
Blended CAC≤ $22$24reduce
LTV/CAC≥ 3.02.6improve

Status colors guide prioritization; pick the biggest gap first.

Experiment pipeline

Backlog In flight Won Lost USP rewrite Hero speed Bundle test Trust badges Checkout copy Pop-up v1

Each card has a hypothesis, metric, and decision rule (e.g., +10% CVR @ 95% conf).

Channel mix (start lean)

  • 🔎
    Search for intent demand. Tight match types, single-keyword ad groups, fast negatives.
  • 📣
    Paid social for creative testing. 3–5 angles × 3 hooks × 2 CTAs. Kill losers early.
  • 🧑‍🤝‍🧑
    Affiliates/creators on rev-share; short briefs; track unique codes/links.
  • ✉️
    Lifecycle: welcome, abandon, post-purchase, win-back with clear offers.
Want this implemented?
We’ll audit your funnel, build the roadmap, and run the weekly cadence with you.
Book a 10-min call Email support

Frequently asked questions

How fast can we see results?
Most teams see early signal inside 2–3 weeks as small fixes land; compounding lifts follow when the cadence is consistent for 6–12 weeks.
What if traffic is low?
Prioritize high-intent search and creator partnerships; borrow trust (reviews/UGC), and focus on speed, clarity, and proof to lift CVR.
How do we protect margin?
Set payback windows and contribution targets; throttle spend when CAC drifts; use bundles/upsells to raise AOV instead of deep discounts.