High
€10,004 a year on your own brand name, paying for demand Meta and free search created
The brand campaign finishes 799 orders at 17.4 in sales per ad euro, but 24% of that money started with a Meta ad and most of the rest with a free search result where you already rank first. Pausing it will not lose the orders; it will move them one row down.
Fix: switch brand search off on weekdays for four weeks, keep weekends on. Success: brand-name orders (paid plus free) within 5% of before. Then move the saved €6,003 a year to Meta new audiences or Google product searches.
High
Free Google traffic for product searches down 23% in a year
Eight searches that fed the category pages lost half their clicks and three to five positions. The two guides that ranked are from 2024 and the category pages carry no text. Brand-name growth hides this in the total.
Fix: refresh the two guides (dial-in, grinder comparison; also what ChatGPT cites), write 150 words on each of the six category pages, link the guides from the product pages. Target: the eight searches back to 70% of last year's clicks by March.
Medium
18,700 searches a month with no page to land on, and seven titles Google shows that nobody clicks
Five groups of long-tail searches (grinders under €300, single origin beans, starter kits, descaling, pitchers) are shown 18,700 times a month and land on a page that answers a different question. Seven of the ten most-shown pages are clicked below what their position should earn, 4,971 clicks a year, because the title is the shop's name or is cut off. 19 pages are hidden from Google by a setting left over from the March redesign.
Fix: three new categories from existing products, new titles and descriptions on seven pages, six category texts, the noindex setting reversed, one product-data template fixed. No advertising budget. Success: product-search clicks (section 9) back to last year's level within six months; worth about €8,821 of profit a year.
High
The Mill One stock-out cost about €7,285 of profit in the best three weeks
2.7 units a day, 22 days, nothing to buy. Visitors with the grinder in the basket bought the cheaper Mill Hand or nothing, and grinder buyers are the most valuable customers the shop has.
Fix: reorder point for October and November set from November's pace and the supplier's lead time, with an alert at ten days of cover. A "notify me" button during any gap keeps the email.
Medium
Black Friday's 15% on everything bought orders and weaker customers
Orders per day 31.7 against 14.7, profit per order €44 against €83, and the November customers come back less often than October's. Machines would have sold in December at full price.
Fix: next year 15% on beans and accessories only, machines at full price with a free bag of beans. Judge it on profit per order and on the retention row, not on the sales total.
Medium
Meta new audiences is judged on the wrong job
By the sale it finishes it reads €1.65 in sales per ad euro; by the journeys it starts it reads €5.36. Its orders return 9.4% of the time. Neither Meta's own 6.7 nor the first figure is the one to budget on.
Fix: judge Meta new audiences on the new customers it starts and their six-month value; set the target at €50 per customer (section 5) and let the budget run to it. Enalitica's weekly campaign review reports against that target.
Medium
1,832 abandoned carts never got a reminder
Consent is the gate: 56% of carts had it. The reminder brings back 13.4% of the carts it reaches.
Fix: move the newsletter box above the payment button with one line on what the customer gets (the dial-in recipe for the machine in the cart). Target: reminders to 70% of carts. Expected: about €12,993 a year at the current rate.
Medium
Budget raised 48% in one step on Google Shopping
The March raise made Google relearn and the first fortnight cost more per order than February. The same money in steps of 20% would have kept the campaign's history and reached the same level in three weeks.
Fix: a 20% rule for every budget change, written into the weekly review. Enalitica's morning mail flags any larger step the next day.
Low
Ads spread evenly over a day that sells in the evening
38% of sales land after 19:00; Sunday is 16% of the week. Google and Meta budgets are spread evenly across hours and days.
Check: an ad schedule with +25% from 19:00 to 23:00 and on Sundays, −25% from 02:00 to 08:00, on Google product searches and Shopping, for four weeks. Compare cost per order by hour before and after.
Low
Austrian and French orders under €75 lose money on delivery
The shop pays €7.29 per Austrian order on average. A beans-only order to Austria earns less than its delivery costs.
Check: a €95 free-delivery threshold for AT and FR, or a beans subscription of three bags with delivery included.