At ~0.54% in February, the store was converting well below potential for a home goods DTC brand. Visitors were arriving and leaving without purchasing — meaning ad spend was generating traffic that the store wasn't capturing.

PDP overhaul with improved trust signals, product imagery framing, and urgency layers. Sticky add-to-cart and streamlined mobile checkout. CVR moved from ~0.54% to 0.89% — a 64% improvement in one month.

Comfort and home goods customers should return. A blanket buyer is also a sheets buyer, a hoodie buyer, a gifting buyer. At ~29%, the returning rate was underselling how much the product catalogue could cross-convert.

Post-purchase email flows and cross-sell logic built around the expanding product range. Returning customer rate grew to 40.48% — a 39% MoM increase. The Cozy Calming Blanket alone grew 276% as cross-sell architecture kicked in.

The Unbasic T-Shirt grew 126% and the Cozy Calming Blanket grew 276% — but these weren't breakout wins by accident. New products that aren't properly surfaced on the PDP, in email, and in the cart don't sell themselves.

Product discovery architecture — featured placement on homepage, cross-sell modules on top-performing PDPs, and email introduction sequences for new SKUs. The catalogue is now working as a system, not a collection of individual listings.

At $78, AOV is reasonable but flat. For a brand with cooling sheets, blankets, hoodies, and apparel all in one store, there is natural bundle opportunity — customers who buy sheets will add a blanket or hoodie with the right nudge.

Threshold-based free shipping incentive and complementary product bundles at cart. AOV held stable at $78.13 this month as architecture was put in place — bundle testing and AOV growth is the next phase.