TL;DR

Stikwood is a ~$3.1M/year business split roughly 50/50 between DTC Ecommerce and Commercial (Trade Pro) — a fact invisible when looking at Shopify alone. The business has a traffic problem, not a conversion problem. AOV remains strong at ~$983 and the product converts when people find it. Total site traffic is down 26% YoY, with Organic Search leading the decline at -38%.

💼 Commercial is ~half of revenue — must be measured & marketed separately from DTC

📉 Traffic decline is the #1 threat — every channel shrinking except Email & Direct

🔗 Cross-platform attribution is broken — likely cut top-of-funnel spend that fed the whole system

⚠️ 79% of "purchases" are $16 samples — distorting all ad optimization & metrics

Total Revenue (2025)

$3.1M

📉 -20% vs 2024

DTC Revenue

$1.7M

📉 Declining

$82K Jan '26

Commercial Revenue

$1.3M

↔️ Lumpy/Stable

50% of total

Site Traffic/Year

639K

📉 -26% YoY

~44K sessions Jan '26

Organic Search

150K

📉 -38% YoY

Biggest volume channel

AOV (Real Purchases)

$983

↔️ Stable

NOT a pricing problem

Email Revenue / Year

$532K

✅ Flows 13x campaigns

$333K from flows

Repeat Purchase Rate

22.2%

↔️ Healthy

40% buy new room

Sample Contamination

79%

🚨 of "purchases" are samples

$16 orders ≠ conversions

Meta ROAS (90 days)

3.37x

Retargeting: 5.57x

Prospecting: 0.99x (distorted)

Meta Spend / Month

$10.5K

📉 Down 64% from peak

Was $3,900/wk

Email List Size

~31K

Top flow: Abandoned Cart

$105K/yr

Month	Ecommerce	Commercial	Total	Commercial %
Apr 2024	$235K	$178K	$413K	43%
Jul 2024	$177K	$216K	$393K	55%
Oct 2024	$213K	$127K	$340K	37%
Jan 2025	$170K	$126K	$295K	43%
Apr 2025	$122K	$122K	$244K	50%
Jul 2025	$157K	$113K	$270K	42%
Oct 2025	$122K	$211K	$333K	63%
Jan 2026	$82K 🚨	$135K	$217K	62%

⚠️ Why ROAS Alone Misleads at the Top of the Funnel

A top-of-funnel channel's job is to create future buyers, not close today's sale. Meta Prospecting introduces Stikwood to people who have never heard of it — those people then return days or weeks later via Google Search, Direct, or a retargeting ad. When we measure prospecting on last-click ROAS, we're penalizing the channel that started the journey and crediting the one that finished it.

The right lens per stage: Top-funnel → reach, CPM, click quality | Mid-funnel → engagement rate, time on site, email capture rate | Bottom-funnel → ROAS, CVR, revenue per email sent

Top of Funnel

CPM / CTR

Reach & Quality
Not ROAS

Mid Funnel

Eng. Rate

Email capture,
time on site

Bottom Funnel

ROAS / CVR

5.57x retargeting
$105K/yr abandoned cart

Stage 1

🔭 Awareness

First exposure to Stikwood. Customer doesn't know us yet. Goal: reach the right people at scale with a compelling visual hook.

Primary Channels

📱 Meta Prospecting 📷 Organic Instagram 📌 Organic Pinterest ▶️ YouTube Pre-Roll 🔍 Top-of-funnel SEO (Inspiration Keywords) 📰 Press / Influencer

Current status: ⚠️ Meta Prospecting spend down 64% — Organic Instagram active at 126K followers. Top-funnel awareness is shrinking.

Stage 2

🔍 Consideration

Customer is researching. They saw something inspiring and are now actively looking at wall treatment options, comparing Stikwood to alternatives.

Primary Channels

🔍 Organic Search (Intent Keywords) 🔎 Google Shopping / Search Ads 📱 Meta Retargeting (Early Stage) 📌 Pinterest Search 📝 Blog / Workbench Content ⭐ Reviews / UGC

Current status: ⚠️ SEO down 38% YoY. Blog content drives traffic but low purchase intent. Consideration-stage capture is weakest link.

Stage 3

✨ Inspiration & Intent

Customer is inspired and leaning toward Stikwood. Browsing product pages, visualizing in their space, requesting a sample. Email captured.

Primary Channels

📧 Email — Browse Abandonment 📧 Email — Post-Sample Flow 📱 Meta Retargeting (Mid-Stage) 📷 Instagram (saved posts, DMs) 💬 Onsite Chat / Gorgias 🎥 Product Videos / Room Visualizer

Current status: 🚨 Post-sample flow converting at only 1%. Browse abandonment flow exists but not optimized. This is the biggest conversion opportunity.

Stage 4

💳 Decision & Purchase

Customer is ready to buy. Now is the time for urgency, social proof, frictionless checkout, and accurate order sizing. Close the sale.

Primary Channels

📧 Email — Abandoned Cart (5.57x equiv.) 📱 Meta Retargeting (Bottom Funnel) 🔗 Direct / Bookmarked 🔎 Google Brand Search 💬 Live Chat / Support

✅ Best-performing stage. Abandoned Cart: $105K/yr. Retargeting ROAS 5.57x. But: 79% of purchases are $16 samples — distorting optimization.

Stage 5

🔁 Retention & LTV

40% of buyers do a second room. The next purchase is the highest-margin one — no acquisition cost. Activate repeat behavior within 30–60 days post-delivery.

Primary Channels

📧 Email — Post-Purchase Flow 📧 Email — Cross-Sell (Day 30, 60, 90) 📧 Email — Winback Sequence 📷 Instagram (Tag us / UGC ask) 👥 Referral / Word of Mouth 📱 Meta — Past Buyer Lookalikes

⚠️ Post-purchase cross-sell flow not yet built. 22.2% repeat rate exists organically — huge upside to activate this deliberately.

✅ Working

✅

Product-market fit ($983 AOV — not a pricing problem)

✅

Email automation ($333K/yr from flows alone)

✅

Meta retargeting (5.57x ROAS, working well)

✅

Trade Pro relationships (half of all revenue)

✅

Brand recognition (Direct traffic stable)

✅

Repeat behavior — 40% buy a second room

✅

Clear customer profile (Epsilon data — 7,848 matched households)

❌ Needs Work

🚨

Sample contamination in all conversion tracking (79% of "purchases")

❌

Top-of-funnel traffic (-26% YoY across every channel)

❌

Cross-platform attribution (broken — likely cut spend that was working)

❌

SEO content (drives traffic but 0.02% conversion — wrong intent)

❌

Post-sample nurture flow (1% conversion — leads with discounts not inspiration)

❌

Tracking foundation (5 critical issues — GA4, consent mode, Triple Whale)

❌

Checkout UX — 18% come back for small top-ups (under-ordered)

🔴 Critical

Sample orders firing as Purchase eventsAd algorithms optimizing for $16 samples, not $983 purchases. 79% of all "purchase" signals are samples. Agency working on fix — needs full clarity.

🔴 Critical

Cross-platform attribution blindCan't see Meta → Google → Purchase journey. Likely turned off spend that was feeding total revenue.

🔴 Critical

No Google Consent Mode v2Losing conversion modeling, non-compliant since March 2024.

🔴 Critical

3 separate GA4 propertiesData fragmented — no single view of truth.

🔴 Critical

Klaviyo revenue sync broken20% of Placed Order events show $0. Actual email attribution likely higher than reported.

🟡 Important

Triple Whale loaded twiceDuplicate events skewing data.

🟡 Important

No cookie consent gatingLegal exposure. 20+ scripts loading without consent.

Phase 0 — Weeks 1–2

🔧 Fix the Foundation

Resolve sample/purchase event separation in all ad platforms
Implement Google Consent Mode v2 (Shopify + GTM)
Consolidate to one GA4 property
Fix Klaviyo–Shopify revenue sync
Remove duplicate Triple Whale instance
Set up weekly DTC MER tracking

Phase 1 — Weeks 2–4

⚡ Quick Wins

Kill or rebuild Slatwood PR campaign (0.26x ROAS)
Test scaling retargeting budget +20–30%
Redesign post-sample email flow (inspiration-first)
Add "order 10% extra" nudge at checkout
Run first incrementality test on Meta prospecting

Phase 2–3 — Weeks 4–12

🚀 Build the Machine

SEO content overhaul — purchase-intent keywords
Build Pulse agent on clean tracking foundation
Build Wordsmith for content at scale
Post-purchase cross-sell flow (days 14–60)
Meta prospecting rebuild with new creative
Full agent team operational

#1 Priority

📈 Pulse

Performance Monitor. Needs clean tracking first. Monitors DTC MER, flags anomalies.

#2 Priority

🔎 Rank

SEO Agent. Biggest volume channel declining fastest. Most traffic to recover.

#3 Priority

✍️ Wordsmith

Content Creator. Feeds SEO + social + email with conversion-focused content.

#4 Priority

💌 Nurture

Email/CRM Agent. Improve sample flows, post-purchase cross-sell, Trade Pro sequences.

#5 Priority

📱 Boost

Paid Media Agent. Optimize spend, run incrementality tests, rebuild prospecting.

📊 State of Marketing