Mini Audit Preview
Mini Audit
Evergreen Botanicals
evergreenbotanicals.com
Category
Spend range
Source of truth
Stated problem
◆ Your Blindspot
A measurement distortion is masking a real conversion leak. Together they make the brand look like it has an acquisition problem it does not actually have, and a UX problem it does
Primary bottleneck
CAC and ROAS are inflated by destination mix shift (Meta Shop / ShopCash routing) being mis-credited under last-click reporting
Secondary bottleneck
A genuine PDP → Add-to-Cart leak on mobile Safari is suppressing website conversion at the same time
Recommended first action
Separate website vs on-platform destination traffic in reporting
Estimated upside
$39K–$52K/mo recoverable
Observed performance symptoms
CAC
$50
target $38
+31%ROAS
3.2x
target 4.0x
-20%AOV
$78
target $72
+8%MER
3.8x
target 4.5x
-16%CVR
2.1%
target 2.8%
-25%Payback
4.2 mo
target 3.0 mo
+40%Repeat Rate
31%
target 28%
+3ptInterpretation
AOV and repeat behavior remain on benchmark. The offer and retention engine are healthy. The CAC, ROAS and MER weakness is concentrated in surfaces affected by destination mix and attribution distortion. The CVR weakness is concentrated on mobile Safari at PDP. Two distinct problems, one mixed signal.
02 · Proof
Why we believe this
The three strongest pieces of evidence supporting the diagnosis, and the cost of misreading the signal.
Top evidence
Meta on-platform engagement improved while website CVR weakened over the same 30-day window
Suggests destination mix distortion: paid traffic is being routed to lower-converting Meta Shop surfaces while the website funnel is also bleeding independently
85%
Conf
Meta Shop + ShopCash orders grew from 8% to 22% of total order volume
These ~710 on-platform orders are excluded from the website funnel but included in topline economics, mis-specifying both the subscription rate denominator and last-click CAC
78%
Conf
Mobile Safari users on small viewports show a 38% lower add-to-cart rate, concentrated on the primary PDP
Independent of any measurement issue, the website is leaking real revenue at PDP → Add-to-Cart on iOS mobile. This is a true CRO problem, not an attribution artifact
82%
Conf
Commercial & decision risk
✕ Bad decision prevented
Cutting paid spend on inflated blended CPA before separating the measurement distortion from the real conversion leak.
⏱ Resource waste avoided
6–8 weeks of CRO time on a subscription redesign that does not address either real problem (the PDP leak or the destination mix distortion).
▲ Business upside if corrected
$39K–$52K/mo of potentially recoverable acquisition volume by acting on a corrected CPA signal and fixing the mobile PDP leak. Math: 15–20% of $68K paid spend × blended MER 3.8x.
03 · Supporting Analysis
Benchmarking
Funnel, media mix, and testing cadence benchmarked against category norms. Treated as one continuous diagnostic stack.
A · Funnel breakdown
Sessions
124,000 · 100%PDP Views
52,000 · 42%Add to Cart ← leak
8,570 · 16.5%Checkout Initiated
4,280 · 50%Purchase
2,600 · 60.7%↓ Key drop-off · PDP → Add to Cart
Mobile Safari users on small viewports show a 38% lower add-to-cart rate, concentrated on the primary PDP. The sitewide funnel is healthy at checkout but bleeds at PDP, especially on iOS. This is the real CRO half of the diagnosis.
B · Media mix
| Ch | Spend | CAC | ROAS |
|---|---|---|---|
| Meta | $42k | $52 | 3.2x |
| $18k | $41 | 4x | |
| TikTok | $8k | $78 | 2.5x |
| Email/SMS | $0k | - | - |
↑ Opportunity
Google search has the strongest CAC ($41) and is under-funded relative to its revenue contribution (29% of revenue from 27% of spend, with the lowest CAC of any paid channel)
↓ Distortion
Meta's $134K revenue figure includes ~$48K of on-platform Shop / ShopCash orders that never touch the website, inflating its last-click contribution relative to true incremental lift
C · Testing velocity
vs expected monthly cadenceComposite velocity
Creative testing is at 40% of expected cadence; LP and offer testing are effectively dormant. With a known mobile PDP leak, the absence of LP testing is a direct contributor to the CRO half of the diagnosis.
D · What looks healthy
- ✓Returning customer behavior is stable with consistent repurchase rates (31% vs 28% benchmark)
- ✓Core offer economics remain strong: AOV ($78) and contribution margin are within target
- ✓Email retention flows are performing above benchmark on both opens and clicks; $37.5K attributed revenue this window
Stable foundations. Do not disrupt these while fixing the acquisition signal.
04 · Decision
Actions & next step
What to do, what not to change yet, and the logical next engagement.
Recommended actions
Separate website vs on-platform destination traffic in reporting
Isolates true website CPA from Meta Shop / ShopCash routing distortion before any spend decision is made. Restores trust in the CPA signal within one reporting cycle.
Fix the mobile Safari PDP → Add-to-Cart leak
A 38% lower mobile-iOS add-to-cart rate on the primary PDP is a real conversion problem independent of any attribution issue. This is the highest-leverage CRO fix in the deck.
Recompute subscription rate and CAC excluding non-subscribable / on-platform order sources
Corrects the denominator so topline subscription rate and paid CAC reflect eligible website orders only, before any roadmap or budget decision is made on top of distorted KPIs.
Review and test landing page UI/UX improvements by Oddit
Independent UX teardown of the primary landing experience to address the mobile Safari PDP leak. Findings are packaged as a prioritised test backlog for your CRO and frontend team.
Do not change yet
Recommended next step
Want the rest of the stack?
Reviewed by
Senior Growth Analyst· Blindspot Audits · Diagnostic Lead
Methodology
Trailing 30 days · Meta Ads · Google Ads · TikTok Ads · GA4 · Shopify · Klaviyo