Norrland
Traffic was healthy; checkout wasn't. Money was leaking between cart and confirmation.
Acquisition was working — traffic showed up on schedule — but a meaningful share of it was leaking out between cart and confirmation, and nobody could say exactly where.
Fix the product before buying more traffic: instrument the funnel honestly, then rebuild the specific steps that were actually losing orders, instead of running another creative test.
We rebuilt the storefront and payment sheet, instrumented the funnel end to end, and moved paid spend toward the cohorts that actually repeat rather than the ones that merely click.
Funnel instrumentation came first so the leak was measured, not guessed at. Checkout and payment-sheet fixes shipped ahead of any spend reallocation, so the improved conversion rate was real before we scaled acquisition against it.
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