£194,699
never reached the till.
Every order line joined to the product master, order discounts split pro-rata, sessions and email sends layered on top. This is the gap between what the catalogue asked for and what customers actually paid — and where the next pound comes from.
01 Revenue waterfall
RRP is the catalogue compare-at price where one exists, otherwise the selling price. Markdown is the automatic on-site price cut every visitor gets. Codes are what a customer had to type in.
02 Margin by product type
Click any header to sort. Bar shows discount depth against RRP. Margin uses catalogue standard cost — see the note at section 05 on why deep-discount margins read low.
| Product type | Units | Net revenue | Off RRP | Margin % |
|---|
03 Trading states
Days grouped by what was actually switched on — Easy Sale windows, code windows and automatic promos combined. Every one of the 118 days had something running; there is no true baseline.
| State | Days | Revenue/day | CVR | AOV | Rev/session |
|---|---|---|---|---|---|
| Sitewide sale | 26 | £2,892 | 9.84% | £50.36 | £4.95 |
| Promo / mechanic | 79 | £2,227 | 7.45% | £45.71 | £3.41 |
| Category markdown only | 13 | £2,057 | 7.59% | £49.89 | £3.78 |
04 Discount codes
Every code with 5+ orders, over the same 118 days as everything else on this page. Sorted by net revenue.
| Code | Type | Orders | Net revenue | AOV |
|---|
05 The always-on floor
Eight automatic discounts run permanently, with no start or end date. They are not campaigns — they are the price.
| Always-on automatic discount | Depth |
|---|---|
| Colour bundles — 7+ colours | 40% |
| Semilac XXL Starter Set with 48/24W UV LED lamp | 40% |
| Set + free colour swatches | 30% |
| Colour bundles — 4 to 6 colours | 30% |
| Pack of 25 × "Boat" 100/180 nail file | 30% |
| Colour collections | 20% |
| Base 7ml & Top No Wipe 7ml bundle | 20% |
| All bundles, Base+Top+Colour & basic sets (excl. Love&Try Me) | 20% |
Promoted collections: outlet-up-to-70 · sets · electronics-promo. Not promoted: colour-collections · salon-1 — yet colour collections still carries a standing 20% cut nobody is being told about.
06 Who comes back
First-ever buyers only — customers whose lifetime order count matches their orders inside this window. 2,048 of 4,730.
07 Daily rhythm
Net revenue as bars, margin as the line. Bars turn lacquer on the deepest-discount days. Hover any day.
08 Day log
All 118 trading days. The Email column shows sends and attributed revenue. Click any row for what was live, which codes fired, what sold, and the full email detail.
| Date | State | Sessions | Orders | CVR | AOV | Net rev |
|---|
09 Month by month
Net revenue by product type. July covers 27 days — read it as run-rate, not total.
| Product type | Apr | May | Jun | Jul* | Apr→Jun |
|---|
10 Email
86 sends, £82,040 attributed. Sorted by revenue per recipient — the only measure that compares a 1,300-person PRO send to a 22,000-person blast fairly.
| Sent | Campaign | Recipients | Orders | Revenue | £/recipient |
|---|
11 Basket affinity
Share of the 5,877 orders containing both product types. This is where bundles should come from — not from guesswork.
12 Anatomy of a great day
The twelve best margin days in 118, and what was switched on. Two distinct winning shapes emerge — and neither has ever been run deliberately.
| Date | What was live | Net rev | Margin | CVR | AOV |
|---|
Shape A · Volume day
- Mechanic
- Sitewide, 24–48h
- Emails
- 2–3
- Typical CVR
- 11–16%
- Typical AOV
- £50–52
- Best example
- 30 Jun · £2,241
Everyone buys, baskets stay normal. Needs a hard deadline and a final-hours reminder. Lands best Tue–Thu.
Shape B · Basket day
- Mechanic
- Lamp / drill / kit flash
- Emails
- 1
- Typical CVR
- 6–10%
- Typical AOV
- £68–88
- Best example
- 23 Jun · £87.85 AOV
Fewer buyers, far bigger baskets. Hardware anchors the order and colour rides along. Cheapest margin per pound of revenue.
The anti-pattern
- Mechanic
- Open-ended code
- Duration
- 2 weeks+
- Typical CVR
- 5–7%
- Typical AOV
- £35–43
- Worst example
- 20 Jul · £458
hotdeals ran 15 days. Traffic stayed high, conversion sagged, AOV fell. Long codes train people to wait.
13 The next 30 days
A concrete calendar, not principles. Every slot names the promotion, the length, the mechanic, the emails and the reason it is there. Built from what already worked in the 118 days.
Tue 4 Aug – Wed 5 Aug · “August Reset” — 40% off everything
Length 48 hours, hard end at 23:59 Wednesday. Mechanic sitewide automatic, no code — nothing to type, nothing to forget.
Emails Tue 09:30 launch to 90-day engaged · Wed 13:00 “last day” to non-openers · Wed 19:00 “final hours” to engaged minus 3-day purchasers.
Why Sitewide days do £2,892/day against £2,227 on promo days and £4.95 per session against £3.41. Tuesday is the strongest weekday. 30 June ran exactly this shape and produced the best day in the window — £6,456 and 129 orders at 15.09% CVR.
Mon 10 Aug – Sun 16 Aug · Nothing. Full price.
Length 7 days. Mechanic switch off Colour Collections’ standing 20% and the unpromoted always-on discounts for the week.
Emails one content send Thu to 90-day engaged only — no promo language.
Why There has not been a single clean day in 118. Without one week of near-baseline you cannot price anything, cannot measure any promo, and cannot stop the drift. AOV fell from £50.10 in April to £43.50 in July because there is never a reason to buy at full price. This week is the control you have never had.
Thu 20 Aug – Fri 21 Aug · “Pick any 3 colours for £19.99”
Length 48 hours. Mechanic automatic bundle, no code. Anchor put Base and Top No Wipe next to it as a one-click add.
Emails Thu 09:30 launch · Fri 18:30 final hours to non-openers.
Why Bundle mechanics hold price where percentages don’t. MIX3FOR2 ran two days and returned £2,039 at a £49.70 AOV. Colour+Top already co-occurs in 18.1% of orders and Base+Colour in 17.0% with no prompting — this converts an accident into a priced offer.
Fri 28 Aug – Sun 30 Aug · Payday · Lamps & Drills flash
Length 72 hours over the bank holiday weekend. Mechanic hardware only — lamps, drills, dust collectors. Everything else full price.
Emails Fri 12:00 HOME · Fri 14:00 PRO variant · Sun 17:00 final hours.
Why This is Shape B — the basket day. 12 June ran lamps and drills and produced a £67.70 AOV; 23 June’s treat framing hit £87.85. Hardware anchors the order and colour rides along. It also lands on payday, and it does not discount the consumables that are already growing 17–19%.
Running throughout · Starter Set as paid acquisition
Mechanic stop calling the permanent 40% a markdown. Give it a target: cost per new customer.
Why Starter Set buyers repeat at 18.8% versus 9.9% for colour-only and come back in 12 days versus 29. It is the best entry point you own and it is currently accounted for as lost margin instead of acquisition spend.
More first-time customers
Recruit five more SOPHIE30s
How Pull the top 50 UK nail accounts by engagement, not follower count. Offer a named code, 15% commission, a free Starter Set, and a monthly leaderboard. Track each code exactly as SOPHIE30 is tracked.
Why SOPHIE30 delivered 463 orders and £21,130 in 118 days — more than every campaign code combined. Five creators at a quarter of that is roughly £26,000 a quarter. It is the only lever on this page that adds customers rather than re-cutting existing ones.
Build a first-order email sequence
How Three emails to the “Has never ordered” segment: day 0 Starter Set with the 12-day repeat story, day 3 the one objection (“will it last?”) answered with the BIAB and top-coat range, day 7 a 48-hour first-order incentive. Exclude anyone who buys.
Why That segment received two sends in 118 days. It is warm, self-selected, and completely unworked.
Revive Colour Set as the gift product
How One campaign send, a homepage slot, and drop the standing 20% since nobody is being told about it anyway.
Why Down 48% April to June while holding 49.5% margin — the best in the top ten. It is the natural gift and first-purchase product and it is being starved.
More traffic, more subscribers — technically
Put the outlet behind an email gate
How Klaviyo signup form, trigger on /collections/outlet-up-to-70, 3-second delay, first visit only. Form asks email only. On submit, deliver the outlet link plus a one-hour unlock. Existing subscribers bypass via a profile-property condition.
Why The 70% outlet is the loudest thing on the site and it currently teaches every new visitor that full price is optional — for free. Same discount, but it buys a subscriber instead of giving margin to a stranger.
Exit-intent on cart abandon, not sitewide
How Klaviyo form, exit-intent trigger, condition: cart value > £25 AND not already subscribed. Offer free shipping rather than a percentage — it costs less and does not deepen the markdown.
Why 73,893 sessions at 7.95% CVR means 68,000 visitors leave without joining anything. Capture is the gap, not traffic.
Verified-PRO signup at three touchpoints
How A /pages/pro-registration form writing the professionaluser metafield you already have, linked from the account area, the checkout thank-you page, and a printed card in every order over £60. Segment on the metafield, send PRO-only monthly.
Why The PRO list is 1,300 people converting 2–3× better per head than a 22,000-person HOME list. SALON25 posts a £92.79 AOV. Doubling this list is the cheapest revenue on this page and it compounds.
Stop blasting blogs to 23,000
How Change the content-send audience from Main Newsletter to 90-day engaged. Keep promo sends broad.
Why Blog sends returned £0.008–£0.036 per recipient and pushed unsubscribe rates as high as 1.04%. One send to 5,917 people produced a single order. Every unsubscribe spent on a blog post is a future promo customer gone.
Fix Clarity, then instrument the funnel
How Reinstall the Clarity tag (it stopped around 8 July), then add a Shopify Web Pixel firing view_item, add_to_cart and begin_checkout into GA4 so drop-off is measurable per step.
Why Half the window is behaviourally blind. There is currently no way to see where the 92% who don’t buy actually go.
Turn the 463 SOPHIE30 orders into SEO
How Product pages for the colours those orders bought, with review schema and real UGC. Colour names are long-tail search terms people type verbatim.
Why Traffic is 100% UK and entirely dependent on email and social. There is no organic engine here at all — this is the slowest of these moves and the only one that compounds without spend.
14 The bets
Ranked by size of prize against effort. Sizing is a quarter (13 weeks) unless stated, extrapolated from measured performance in this window.
1 · Run a disciplined 48-hour sitewide, monthly
Sitewide days already earn £1.88 margin per session versus £1.33 on code-campaign days at identical discount depth. There were 26 sitewide days in 118. Making them deliberate — one per month, Tue–Thu, hard 48-hour deadline, three-email sequence — converts the accidental version into a repeatable one, and lets you cut the permanent code campaigns that are currently doing the opposite.
2 · Build the influencer code programme
SOPHIE30 produced 463 orders and £21,130 net at 10.1% depth — more revenue than every campaign code combined, at half the discount. It is a single creator, discovered rather than designed. Five more at 25% of that performance is £26k a quarter. This is the only lever here that grows new customers rather than re-cutting existing ones.
3 · Price the Base + Colour + Top trio deliberately
AOV fell from £50.10 in April to £43.50 in July — that drift is the single biggest leak on the page. Base+Colour and Colour+Top already co-occur in 17–18% of orders with no prompting. A named trio at a shallower, fixed discount lifts AOV without deepening markdown, and MIX3FOR2 already proved the mechanic holds price better (13% depth, £49.70 AOV).
4 · Grow and monetise the PRO list
1,300 people converting 2–3× better per head than a 22,000-person HOME list, with a £59.20 AOV on trade codes and £92.80 on SALON25. Doubling it is the cheapest revenue on this page and it compounds every month after. Verified-pro signup at checkout, in-pack card, and a PRO-only monthly send.
5 · Retire the always-on floor on unpromoted collections
Colour Collections carries a standing 20% cut and is not promoted anywhere. Colour Set revenue halved while holding the best margin in the top ten. Switching the discount off on collections nobody is being told about costs nothing and reclaims margin immediately — test four weeks against the April baseline before extending it.
Combined mid-case: £64k–96k of additional quarterly contribution, of which bets 1 and 5 need no new spend. Sizing assumes current traffic holds and no change to landed cost; refresh once real costs land.