The short version of the NON audit, translated into the action presentation: what to fix first, what must be verified, and what should wait for access.
NON has the brand, product and proof points to convert better than the current site allows. The live storefront asks a cold visitor to work too hard: the hero does not explain the category, the popup interrupts the buying path, reviews are not visible, the collection page has no starter guidance, and the cart does not merchandise the free-shipping or bundle logic.
CVR leaks, add-to-cart friction, mobile, search, speed, segment-routing and Aaron's redesign decision.
Pixel/CAPI, Google Ads, GA4/GTM, GSC, Faire/Airtight isolation, Triple Whale and launch sign-off.
Klaviyo flows, Instant overlap, suppressions, lapsed customers, SMS scoping and discount reset.
Full-screen takeover fires too early and interrupts product, cart and stockist journeys.
No clear category explanation, value proposition, CTA or proper H1 above the fold.
Customer proof is not visibly surfaced where a premium, unfamiliar category needs it most.
No filters, sort, flavour guidance or "start here" path for first-time buyers.
The buying argument is buried below long-form product education.
No free-shipping progress, cross-sell, returns cue or payment reassurance.
"rose" returns an article rather than relevant product results.
No visible consent layer for a broad paid-media tracking stack.
Demote popup. Move to delayed slide-in plus exit-intent. Suppress on PDP, cart, stockists, returning visitors and paid landings.
Rebuild hero. Add category headline, proof-led subhead, range visibility, H1 and Mixed 6 CTA. Fix "Non-Alchoholic".
Confirm add-to-cart tracking. Verify GA4, Google Ads, Meta and Shopify Customer Events in platform diagnostics.
Baseline properly. Strip Faire/Airtight from US CVR and pull page, funnel, AOV, source and device splits.
The brief flags that Meta traffic routes to the homepage. The working test hypothesis is a 15-30% CVR opportunity from PDP-led or segment-specific routing. Treat that as a test hypothesis, not a promise.
Lead with "Drink less without missing out" and Mixed 6 as the starter SKU.
Lead with chef, ingredient and dinner-party proof. Route to Everyday Set.
Lead with real ingredients, low sugar and a grown-up table alternative.
Lead with premium host gift framing and seasonal/set SKUs.
The public site shows a broad stack, but admin checks are required before ROAS, CAC, CVR and LTV can be treated as source-of-truth metrics.
Welcome, browse, cart, checkout, post-purchase, review, replenishment, winback and sunset.
Pause customer-facing overlap until duplicate flows, discounts and attribution are mapped.
Build a segmented lapsed-customer brief once suppressions and attribution are checked.
Diagnose unsubscribes, bounces, complaints, manual suppressions and deliverability risk.
Demote popup, rebuild homepage hero, fix title/H1 issues, suppress stockist popup and install session-replay diagnostics.
Confirm add-to-cart coverage, verify Enhanced Conversions, purchase dedupe and Faire/Airtight isolation.
Start Klaviyo/Instant overlap audit, review attribution windows, map suppressions and define lapsed-customer cohort.
Surface reviews on PDP and homepage. Add aggregateRating JSON-LD when valid review data exists.
Add flavour card, bundle CTA, sticky mobile add-to-cart, cart progress, cross-sell and reassurance.
Add filters, "Start here" Mixed 6, flavour metafields, diacritic folding and product-first search.
Confirm Meta CAPI, GA4 dimensions, Consent Mode and missing ecommerce events.
Run hero and popup timing tests. Build flavour finder quiz. Test restaurant proof placement.
Launch remaining segment pages, Subscribe and Save, schema rollout and paid creative learnings.
Run lapsed-customer winback with holdout, then use results to reset flow cadence and discount logic.
The redesign should only launch before consolidation if it fixes the hero, popup behaviour, reviews, PDP buying argument, cart confidence and tracking issues documented in the audit. A redesign that keeps the same measurement and trust-signal gaps will not materially change conversion.
Hero, popup, reviews, PDP, cart and tracking issues are materially improved.
Staging URL and analytics checks are not available yet.
Same popup, same tracking gaps, same missing reviews or unclear purchase path.
The presentation is the action layer. The full report contains the research and detailed sign-off tables. The short report is the clean text version of this deck.