Process

How we work.

Every engagement runs in 12-week cycles: an audit, a plan, then [2–3] small tests a week with the budget following the winners. Here is what happens each week, who does it and what you get.

12-week cycles[2–3] tests a weekA report every Monday
Book a strategy callSee a Monday report
A strategist sorting test ideas on sticky notes on a glass wall
Week 2 · the test backlog
The team at the Monday standup in a sunlit office
An order in a cardboard box being handed over
  • 01

    Show the work

    Every test goes in the log, flops too. You see what we tried, what it cost and what we learned.

  • 02

    Test, then scale

    Small bets first. When a test wins, the budget follows it. When it loses, we cut it on Monday.

  • 03

    Plain and precise

    Numbers with dates. No buzzwords and no vanity metrics. When we don’t know yet, we say so.

01 — The cycle

Twelve weeks, five steps.

Every cycle starts with an audit and ends with a review. In between, tests ship every week and the budget follows the winners.

One cycle · 12 weeks

  1. AuditWeeks 1–2Audit report
  2. PlanWeeks 2–390-day plan
  3. Ship & testWeeks 3–11E01E02E03E04E05E06E07E08E09
  4. ScaleWeeks 5–12
  5. Monday reportEvery week
  6. ReviewWeek 12Cycle review
WonDoneRunningCutPlannedAn illustrative cycle. Yours gets planned in week 2.
  1. Charts, a notebook and a calculator beside a laptopWeeks 1–2

    Audit

    We read your store, ads, email and analytics before we touch anything, and find where the money leaks.

    You get: Audit report[2] hours: access and a kickoff call
  2. A planner writing test ideas on sticky notes on a glass wallWeeks 2–3

    Plan

    One target per channel and a test backlog in order, agreed with you on a call.

    You get: 90-day plan[60] minutes to approve it
  3. A creator filming a product video at home on a tripodWeeks 3–11

    Ship & test

    [2–3] tests a week. Each one has an owner, a hypothesis and a date to read it.

    You get: Weekly releases[5] minutes a week: the report
  4. Orders being packed into boxes in a bright studioWeeks 5–12

    Scale

    Winners get more budget and more variants. Losers get cut on Monday.

    You get: Budget movesA yes or no, in the report
  5. A strategist walking the team through the cycle’s results on a screenWeek 12

    Review

    What worked, what didn’t, and the plan for the next twelve weeks.

    You get: Cycle review[60] minutes: the review call
02 — One test

From idea to decision.

Every idea goes through the same five stages. Nothing reaches your whole store until it has won on a slice of it.

A shopper browsing a product page on a phone in front of a laptopLive on [10]% of traffic
Variant B · delivery date shown
  1. Idea

    Delivery date on product pages

    BacklogICE [7.8]
  2. Hypothesis

    If shoppers see when it arrives, more of them buy.

    Metric: conversion rateOwner: [Name], CRO
  3. Launch

    [10]% of traffic for [21] days

    Tracking checked first
  4. Read

    B converts at [2.5]%, A at [2.1]%

  5. Decision

    Won: rolled out to every product page

    WonMonday report, week [8]
03 — Inside a week

One week, up close.

The cycle is twelve of these. Same rhythm every week, so you always know what lands when.

  1. Someone reading on a laptop with a latte in handMon09:00

    The report lands

    One page in your inbox: what moved, what we cut, one question for you.

  2. A designer drawing on a tablet next to a laptop and colour swatchesTueAll day

    Write and design

    This week’s ads, emails and page changes, built from the backlog in order.

  3. Hands scrolling a social feed on a phoneWed10:00

    Tests go live

    [2–3] tests ship, each on a slice of traffic with a date to read it.

  4. An analytics dashboard open on a laptopThu15:00

    Read the numbers

    Every running test checked against its goal. Nothing is called early.

  5. The team around a table watching a demo on a laptopFri16:00

    Demo day

    Every test shown on screen, winners and flops. You’re welcome to join.

04 — Every Monday

The Monday report, annotated.

It lands at 09:00 in your time zone. One page, every number, and one question for you at the end.

Monday report · Week [8][Client] · to you@yourstore.com
MON 09:00
Revenue[$48.2k]▲ [12]%
Cost per customer[$31]▼ [8]%
Return on ad spend[3.1]×▲ [0.4]
Tests this week
  • E14Delivery date on product pages+[19]% CVRWon
  • E13UGC hooks, round two−[38]% CACScaled
  • E15Bundle builderDay [9] of [21]Running
  • E11Brand terms inside PMaxNo liftCut
Budget moves+[$2k] to UGC hooks on Meta−[$1.5k] from brand terms in PMax
Next weekQuiz funnel testWin-back email timing
ONE QUESTIONCan we get [20] product samples for a UGC shoot by the [14th]?
A coffee, a phone and a laptop on a wooden table on Monday morning
Mon 09:00 · in your inbox

  1. The numbers that matter

    Revenue, cost per customer and return on ad spend, each against last week. No vanity metrics.

  2. Every test, even the losers

    What shipped, what won, what we cut and why. Cut tests stay in the report, struck through.

  3. Where the money moved

    Every budget change and the result behind it.

  4. What runs next

    Next week’s tests, in the order they ship.

  5. One question for you

    The one decision we need from you this week. Usually a yes or no.
05 — Who does what

What you do, what we do.

About [1] hour a week from you. The rest is on us.

A store owner checking an order on her phone beside packed boxes

You

About [1] hour a week
  • Approve the 90-day planOnce · [60] min
  • Read the Monday reportWeekly · [5] min
  • Join the weekly callWeekly · [30] min
  • Send samples and brand assetsWhen asked
  • Say yes or no to big budget movesIn the report
Two strategists planning at a whiteboard

Us

Everything else
  • Audit and write the 90-day planWeeks 1–3
  • Write, design and launch ads, emails and pagesEvery week
  • Run [2–3] tests a weekEvery week
  • Move the budget to the winnersEvery Monday
  • Write the Monday reportEvery Monday
  • Show every test on demo dayEvery Friday
06 — Getting started

What we need from you.

Access to the tools you already use, added as users on your accounts. It takes about [30] minutes in week one.

  • Shopify or WooCommerce

    A staff account, to read orders and edit pages.

  • Google Analytics 4

    Editor access, to check tracking.

  • Meta Business

    The ad account and the pixel.

  • Google Ads and Merchant Center

    For Shopping and Performance Max.

  • TikTok Ads

    If you run TikTok, or want to try it.

  • Klaviyo

    Manager access for flows and campaigns.

  • Brand assets

    Logo, fonts, product photos and past ads.

  • A shared Slack channel

    For quick questions between Mondays.

FAQ

Questions about how we work.

Not on the list? Ask on a call, or by email.

The first tests go live in week [2] or [3]. The Monday report shows every step from then on, including the tests that lose.

Still have questions?Saimul Islam answers every one.
Book a callOr send a message

Your turn

Let’s grow.

Book a strategy call

Your first cycle starts with a [30]-minute call. You leave with the first [3] tests we’d run.

Or write to [hello@domain.com]