Example playbook · List buildingPass
- Goal
- Email sign-ups from 2.1% to 3.5% of visitors
- One change
- A first-order offer in the sign-up form
- Read date
- March 14
- Result
- Stays in. On to the next step.
Every system, one store
See where your store stands. Then close the gap.
We measure every part of your Shopify store against stores like yours: what a new customer is worth, how many come back, what search and ads could bring. You see your room to grow in dollars. Then we run the playbooks that close it, inside your Shopify admin.
Where the store stands
Sample store- Store conversion62% of benchmark
- Email list40% of benchmark
- Welcome + win-back emails25% of benchmark
- SubscriptionsNot set up
- Search & Shopping30% of benchmark
- Paid adsNot set up
The gap to stores like yours
Always a next step
Playbooks with a pass or fail. Never “ongoing optimization.”
Every change is written down before we make it: what it should move, and when we'll read it.
Example playbook · Paid adsFail
- Goal
- Ad spend back 2× within 30 days
- One change
- A capped $300 Shopping test
- Read date
- Feb 2
- Result
- Comes back out. Budget goes elsewhere.
- 1. Goal
One number to move, from where it is today.
- 2. One change
Made in your store, approved by you first.
- 3. Read date
Set before the change, so the result is read on time, not when it looks good.
- 4. Pass or fail
If it passes, the next step. If it fails, it comes back out.
What we measure
Value first. Then visits.
Value
More from the visitors you already have- Store
- Product pages, checkout, free-shipping line and offers, against what stores like yours convert.
- List building
- How many visitors leave an email, and what you offer them to.
- Messaging
- Welcome, abandoned-cart, refill and win-back emails that run on their own.
- Subscriptions
- Subscribe-and-save for the things people re-buy.
Visits
New people finding you- Search & Shopping
- The Google searches you can win now, and your products listed in Shopping.
- Social
- A reach test on the account you have, if you want one.
- Paid ads
- Only after a small, capped test proves they earn back their spend.
Why value comes first: it sets what you can pay for a click.
We only buy a click when the visit is worth at least 2.5× what it costs. So when your pages sell better and a new customer is worth more, you can bid more, and win searches that were out of reach.
Today
3.2% of visitors buy × $57 first-year profit = $1.81 a visit
Bid up to $0.72 a click
After a year of value work
5.2% of visitors buy × $61 first-year profit = $3.16 a visit
Bid up to $1.26 a click
honey oat sandwich loaf · 30 searches a month$0.55Open today
sourdough brownie box · 20 searches a month$0.70Open today
maple pecan granola bag · 40 searches a month$0.80Opens with value
banana walnut bread loaf · 50 searches a month$0.90Opens with value
cinnamon swirl bread online · 30 searches a month$1.00Opens with value
brownie sampler box · 40 searches a month$1.15Opens with value
granola gift tin · 20 searches a month$1.30Not yet
bakery gift box · 82 searches a month$1.66Not yet
bread of the month club · 219 searches a month$1.77Not yet
bread gift basket · 152 searches a month$2.12Not yet
Searches you can afford
2 → 6 of 13
A visit is worth
+75% $1.81 → $3.16
Sales added by month 13
≈$7,800 a month
One year of value work added ≈$34,200 in sales and ≈$22,300 in profit after costs.
Same ad rule, same Google. A visit is worth more, so more searches pay for themselves, on top of what the value work earns from the visitors you already have.
The bakery from our demo game, one year played sensibly: a made-up store, a 60% margin, and assumed (≈) page conversion and niche click prices. A good year; other years land lower. On your store we use your own conversion, order values and click prices.
All of it, inside your Shopify admin.
The Contenta app shows what's live, what it's worth, and when we'll know. Nothing goes live without your OK.
The biggest levers
What a new visitor is worth, and how much of Google that buys.
Value
What a new visitor is worth in their first year
Todayfrom the store's own orders
After a yearstore, list, messaging and subscriptions work
+$1.35 a visit
a new customer's first year $94 → $102, and more visitors buy
Visits
Paid searches worth bidding on (2.5:1)
Todaybid up to $0.72 a click
After a yearbid up to $1.26 a click
+4 searches
opened by value alone: same ad rule, same Google
Sales added by system
The first year, in four-week months. Each number marks when a system started adding sales.
$7,797
a month added by month 13
$34,247
sales added over the year
$22,305
profit after costs
+$1,047
a month from paid ads, once value opened them
- Store
- List building
- Messaging
- Subscriptions
- Search & Shopping
- Paid ads
The bakery from our demo game, one year played: a made-up store. Your app shows your own store's numbers.
What it costs
A fifth of the extra profit we make you.
Your store page shows a fee range next to the dollars. After 30 days in your admin, on your own numbers, you get a firm quote that's never above the top of that range. Paid ads, if their test passes: 20% of what they earn after your ad spend.
Founding offer · first 5 stores
First 3 months free while we measure your store.
- A firm quote at day 30, on your own numbers.
- Your fee starts in month 4, 12 months from there.
- In return: a short case study at month 6.
Who it's for
Founder-run stores that ship across the US.
- On Shopify, selling your own products online.
- You'd rather run the business than learn every app.
What you do: one hour to start, approvals before anything goes live, and a photo or a product answer now and then.
Who runs it
Chris Chidgey, founder.
I built the benchmarks, the playbooks and the app, and I review every store page and every quote myself. Agents do the repeat work; I do the parts that need a person.
More about meFind out where your store stands.
Send us your store's address and we'll talk it through: where it stands, and the first playbook we'd run.
Book a call