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Strategy

Confidential

Internal strategy for Megan Salmon. Restricted access.

Positioning

To confirm with the client — lead angles, target customer, and key differentiators. (Reads as an Australian designer label: hand-painted original prints and wearable-art pieces, feminine silhouettes, inclusive sizing 8–22. We'll set the positioning from the client's own words.)

Goals (this engagement)

TBD — what success looks like, plus targets and timeframe to confirm with the client.

Priorities

  1. Email as the growth engine — it already converts best; expand it.
  2. Conversion rate — close the cart-to-checkout drop on higher-value orders.
  3. Paid social efficiency — it's spending a lot for very little.
  4. Site performance — load speed and layout stability on image-heavy pages.

Constraints / context

TBD — budget, brand guidelines, product roadmap, anything that shapes decisions.

Data-driven recommendations

Starting points to validate

Drawn from the 1 Apr – 24 Jun data. These are hypotheses to validate through the CRO process, not conclusions.

1. Double down on email (Klaviyo). It's the single biggest clean-attributed revenue channel (A$138K at 1.90% CVR) and suits a designer brand with loyal, returning customers. Invest in list growth, segmentation, and lifecycle flows — and lean on it to repeat sale moments like 27 Apr.

2. Rethink paid social. Facebook (0.18%) and Instagram (0.25%) spend roughly 53,000 sessions for barely 100 orders. For a considered, high-AOV purchase, direct-response social rarely converts cold traffic — shift toward retargeting, content/brand building, and feeding the email list rather than chasing last-click sales.

3. Close the cart-to-checkout gap. Add-to-cart is 3.98% but only 1.61% convert, and the drop concentrates between cart and checkout. For A$300+ baskets, reduce hesitation at that step: clear sizing/fit confidence (important across 8–22), returns reassurance, and flexible payment options.

4. Fix LCP and CLS. LCP reaches ~3,272 ms on heavy days and CLS is 0.18 — both past the "Good" line. A performance pass on image delivery (compression, lazy-loading) and layout stability should lift conversion on these photography-rich pages. See Site Performance.

5. Tighten attribution. About 36% of revenue lands in an "Other / untracked" bucket. Cleaner UTM tagging and email/SMS tracking will reveal what's really driving sales and make spend decisions far sharper.

6. Productise the 27 Apr sale playbook. One week delivered roughly a third of the period's revenue (766 orders, A$230K). Document exactly what drove it — the offer, the email sequence, the timing — and turn it into a repeatable calendar moment rather than a one-off.