/ Marketing audit

A marketing audit that turns observations into owner decisions

Type: Demonstration report · Mode: Synthetic data for a demonstration business · Period: Synthetic 30 day window

This example links brand promise, commercial offer, purchase journey and measurement. It is not a client result story.

1 · fix1 · rewrite1 · measure first

About this report and how to read the metrics

All pages, companies and commercial data in this example are synthetic and internally consistent. It demonstrates the method, not a client case.

01 / in short

Summary

The demonstration localizes three risks: a conflicting offer, unclear first-screen messaging and incomplete repeat-purchase measurement. Their impact on growth still requires testing.

Simplify: Use one delivery, payment and return promise across the journey.
Prove: Rewrite the first screen around value, assortment and credible proof.
Measure: Build the funnel through repeat purchase before expanding channels.

All metrics

Metric	Value
visits · synthetic snapshot	10,000
carts · 5% of visits	500
checkout starts · 50% of carts	250
purchases · 40% of starts	100

02 / audit map

What we checked.

Each tile is one area we checked. Select it to open the finding.

01 / synthetic pages and checkoutFixCommercial terms conflict across the journeyThe information exists, but inconsistency and late timing create uncertainty.02 / home, category and competitor sampleRewriteThe first screen describes the shop but does not help selectionA new channel would amplify the same message gap. A known brand is counter evidence, so this needs a test.03 / synthetic funnelMeasure firstRepeat sales cannot scale without cohortsA discount may destroy margin even though repeat behavior exists.

03 / where to start

First steps.

First, what every later decision depends on.

01Align the offer and measurement map.→ Amount, regions, timing and exclusions match across product, cart, checkout and policy, and the event list names an owner.
02Update first screen and trust points.→ A winner is accepted only when category entry and purchase beat control without reducing margin; otherwise the control version remains.
03Run retention cohorts.→ The report shows 30, 60 and 90 day cohorts, margin and repeat orders without duplicated purchases.

The full plan is in the detailed review below.

04 / findings

Every finding in three lines.

Numbers and evidence for your marketer sit under “details”.

Fix01 / synthetic pages and checkout · confidence high

Commercial terms conflict across the journey

What we see

Free delivery and payment terms differ in header, product, cart and policy.

Why it matters

The information exists, but inconsistency and late timing create uncertainty.

What we do

The marketing lead approves one contract. Acceptance: amount, regions, timing and exclusions match on product, cart, checkout and policy.

details for the specialist

Details: Source: synthetic pages and checkout. Period: demo snapshot. Status: synthetic observation. Confidence: high. Coverage: seven journey points.

Rewrite02 / home, category and competitor sample · confidence medium

The first screen describes the shop but does not help selection

What we see

The headline omits audience, purchase situation and a reason to trust the range.

Why it matters

A new channel would amplify the same message gap. A known brand is counter evidence, so this needs a test.

What we do

Copy lead creates two value propositions. Acceptance: each states who, what and why, keeps one CTA and measures category entry and purchase.

details for the specialist

Details: Source: home, category and competitor sample. Period: demo snapshot. Status: synthetic observation. Confidence: medium. Coverage: three pages and five competitors.

Measure first03 / synthetic funnel · confidence high in arithmetic, low for a real business

Repeat sales cannot scale without cohorts

What we see

28 of 100 buyers return, so repeat rate is 28%. Margin is unknown.

Why it matters

A discount may destroy margin even though repeat behavior exists.

What we do

The CRM manager builds cohorts. Acceptance: 30/60/90 day repeat, contribution margin and deduplicated orders.

details for the specialist

Details: Source: synthetic funnel. Period: 90 days. Status: demo data. Confidence: high in arithmetic, low for a real business. Coverage: 100 buyers.

Full findings table

Findings

Area	Finding	Evidence	Why it matters	What we do	Confidence	Decision	Details
synthetic pages and checkout	Commercial terms conflict across the journey	Free delivery and payment terms differ in header, product, cart and policy.	The information exists, but inconsistency and late timing create uncertainty.	The marketing lead approves one contract. Acceptance: amount, regions, timing and exclusions match on product, cart, checkout and policy.	high	Fix	Source: synthetic pages and checkout. Period: demo snapshot. Status: synthetic observation. Confidence: high. Coverage: seven journey points.
home, category and competitor sample	The first screen describes the shop but does not help selection	The headline omits audience, purchase situation and a reason to trust the range.	A new channel would amplify the same message gap. A known brand is counter evidence, so this needs a test.	Copy lead creates two value propositions. Acceptance: each states who, what and why, keeps one CTA and measures category entry and purchase.	medium	Rewrite	Source: home, category and competitor sample. Period: demo snapshot. Status: synthetic observation. Confidence: medium. Coverage: three pages and five competitors.
synthetic funnel	Repeat sales cannot scale without cohorts	28 of 100 buyers return, so repeat rate is 28%. Margin is unknown.	A discount may destroy margin even though repeat behavior exists.	The CRM manager builds cohorts. Acceptance: 30/60/90 day repeat, contribution margin and deduplicated orders.	high in arithmetic, low for a real business	Measure first	Source: synthetic funnel. Period: 90 days. Status: demo data. Confidence: high in arithmetic, low for a real business. Coverage: 100 buyers.

05 / limitations and scope

Limitations and scope

Limitations: Without GA4, CRM, margin and cohorts, financial upside cannot be calculated.

Coverage: Home, category, product, cart, checkout, policy and retention flows plus five comparable offers were checked.

Sources:

Site and mobile purchase path
Synthetic offers and advertising messages
Synthetic search results and competitor sample
Synthetic funnel model

06 / detailed review

Full data for your marketer.

Every table and calculation from the audit. Owners can skip it.

Plan

What	Who	Result	Horizon
Align the offer and measurement map.	Marketing lead	Amount, regions, timing and exclusions match across product, cart, checkout and policy, and the event list names an owner.	7 days
Update first screen and trust points.	Copywriter, designer and ecommerce manager	A winner is accepted only when category entry and purchase beat control without reducing margin; otherwise the control version remains.	30 days
Run retention cohorts.	CRM manager and growth lead	The report shows 30, 60 and 90 day cohorts, margin and repeat orders without duplicated purchases.	90 days

Measurement

Status: Demonstration model

10,000 visits produce 500 carts, 250 checkout starts and 100 purchases. Rates are 5%, 50% and 40%, calculated from those public components.

What already works

Preserve clear category navigation

Evidence: Users can reach main product groups quickly.

Decision: Do not rebuild the catalog without search and behavior evidence.

Target state and change rules

Target state: One commercial promise, a clear opening screen, and a measured path to repeat purchase.

How we test: Terms and analytics are aligned first; promise, proof, and CRM sequence are then tested one at a time.

When we roll back: The change is reverted if purchase rate, average order value, or margin falls against control.

Full audit map

15 checks

The three decisions above give an executive summary. The complete review register below shows the checks behind those decisions.

This page shows 15 of 15 checks in the demonstration register. A client report also links each check to its source, accountable role, and working artifact.

Positioning and the first screen

The opening screen describes the store but does not help the intended buyer choose quickly.

Check	Priority	Decision	What we established	What we established
MK-01	P1	Rewrite	Name the audience and purchase situation.	The heading is generic and does not distinguish the offer from alternatives.
MK-02	P1	Prove	Add one verifiable reason to trust the offer.	Brand self-description is not a substitute for concrete proof.
MK-03	P2	Simplify	Keep one primary CTA.	Competing first-screen actions blur the next step.

Offer and commercial terms

The information exists, but delivery, payment, and returns are described differently across the journey.

Check	Priority	Decision	What we established	What we established
MK-04	P0	Align	Create one delivery contract.	Threshold, regions, and timing must match at every touchpoint.
MK-05	P1	Align	Make payment methods and timing consistent.	A buyer should not discover a new condition only in checkout.
MK-06	P1	Show earlier	Explain returns before the decision point.	The policy exists but appears after product selection.

Purchase journey and friction

The funnel locates the loss but cannot establish its cause without a controlled test.

Check	Priority	Decision	What we established	What we established
MK-07	P1	Investigate	Test the product-to-cart transition.	The synthetic 5% rate locates the loss but does not establish causality.
MK-08	P2	Protect	Do not rebuild checkout without a separate defect.	Later stages complete purchases and are not the first break.
MK-09	P2	Test	Test earlier communication of the terms.	The test changes one touchpoint and protects average order value and margin.

Channels and concentration risk

New traffic will not correct a contradictory offer; channel decisions follow measurement alignment.

Check	Priority	Decision	What we established	What we established
MK-10	P1	Measure	Compare channels by sales rather than sessions.	Top-funnel activity does not show quality or repeat purchase.
MK-11	P2	Diversify	Set a ceiling for dependence on one source.	Concentration is a resilience risk, not a reason to disable a working channel.
MK-12	P2	Protect	Keep a stable control channel during tests.	Without a control, an offer change has no reliable comparison.

Repeat purchase and economics

Repeat demand is visible, but cohorts and margin are required before a promotion.

Check	Priority	Decision	What we established	What we established
MK-13	P1	Segment	Build 30 / 60 / 90-day cohorts.	28 of 100 synthetic buyers returned; the average hides timing and repeat type.
MK-14	P1	Add economics	Calculate margin and discount by cohort.	Repeat revenue without margin does not prove an incentive is profitable.
MK-15	P2	Experiment	Compare a CRM sequence with a holdout group.	Incrementality separates message impact from natural repeat behavior.

Method and appendices

ICP and buyer-job map
Offer matrix across seven journey points
Funnel and event dictionary
Cohort template and experiment log

What the client gets

Owner decision
Positioning and offer map
Funnel and trust diagnosis
Experiment plan
Tasks with owners and acceptance

/ next step

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