Stage 02 · By stage
Buying more traffic has stopped working.
Revenue is up. Acquisition cost is up faster. At this stage the next increment does not come from a bigger budget — it comes from what happens after the click, and from the customers you already paid for once.
Growth is there, margin isn’t
+109%
monthly avg online sales at in one year of growth services
+2.3%
points of conversion rate at over the same period
MER
not ROAS — paid is run against the whole business, not one platform’s own maths
01
CAC climbs every quarter
Each additional euro of spend buys a slightly worse customer. The platforms report it as success because ROAS holds inside the platform while blended margin quietly erodes.
02
The test backlog never moves
There is a list. Everyone agrees with the list. Nothing on the list has shipped in two months, because shipping requires developer time nobody owns.
03
AOV has been flat for a year
Product page and cart have not changed since launch. Cross-sell is a manually curated block that nobody has revisited, and bundling has never been tested.
04
Repeat purchase is an accident
Some customers come back. Nobody can say why, which cohort, or what would make more of them do it — so retention is a hope rather than a programme.
What changes
A test cadence, not a test list
A hypothesis-led queue where each test has a stated expected effect and a decision rule. Tests that would not change what we do next do not get run.
Margin, not just conversion
Work on product page and cart aimed at AOV and contribution margin, so a rising conversion rate does not arrive by way of discounting.
Retention as a system
Segments built on real purchase behaviour, lifecycle flows per segment, and a loyalty mechanic if the category supports one. Repeat purchase becomes a number you set rather than observe.
Paid run on MER
Budget allocated against blended efficiency across the whole business, not each platform’s self-reported return. That usually means spending differently, not spending more.
Scaling work in practice — CRO, retention and paid growth tied to the same margin model.
The first 90 days
Weeks 1–3
Audit
Where the margin actually goes: funnel by device and source, cohort behaviour, product-level contribution, and what paid is really buying once you strip out branded search.
Week 4
OKRs
Objectives set against margin rather than revenue, with the key results named and the measurement agreed before any work starts.
Week 5
Roadmap
A test queue ranked by expected value and effort, sequenced across the quarter with development capacity reserved for it.
Weeks 6–12
Execution
Tests ship weekly. Winners are rolled out and re-measured; losers are documented so the same idea does not return in six months.
What we measure
What you get
The proof
A client at this exact point.
Pomppa is the clearest example of this stage: total sales rose 20% while online sales more than doubled and conversion moved 2.3 points.
POMPPA · 2024 → 2025
+20% total monthly sales · +109% monthly online sales · +2.3 conversion-rate points
OKR Leading · customer acquisition · conversion optimization · Shopify support
45 minutes, free of charge · three margin opportunities in euros · no sales pitch
FAQ
Is the service for stores just starting out, or for experienced operators?
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Do we need an in-house marketing team?
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Can we use the service if we only operate in Finland?
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We have our own dev team — can you work alongside them?
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What do the hours actually mean?
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How quickly do results show?
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What happens if we don’t hit the agreed OKRs?
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What’s the contract length, and how does it end?
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Can we buy just CRO, or just paid media?
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