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Strategy

Confidential

Internal strategy for Hard Hat. Restricted access.

Positioning

To confirm with the client — lead angles, target customer, and key differentiators. (The brand reads as rugged, tradie-inspired watches with a hi-vis identity, but we'll set the positioning from the client's own words.)

Goals (this engagement)

TBD — what success looks like, plus targets and timeframe to confirm with the client.

Priorities

  1. Traffic quality — too much spend is going to channels that don't convert.
  2. Conversion rate — protect and recover it as traffic scales.
  3. Site stability — fix the layout shift hurting the experience.
  4. Basket size — keep building on the strong accessory attach and bundle offers.

Constraints / context

TBD — budget, brand guidelines, product roadmap, anything that shapes decisions.

Data-driven recommendations

Starting points to validate

Drawn from the 1 Apr – 24 Jun data. These are hypotheses to validate through the CRO process, not conclusions.

1. Fix the TikTok and Pangle traffic leak first. Together they burn roughly 168,000 sessions for about 200 orders (TikTok 0.16% CVR, Pangle 0.02%) — by far the biggest inefficiency in the account. Audit the targeting, creative, and landing experience, or reallocate that spend toward the channels that actually convert.

2. Double down on the efficient channels. Google (5.16% CVR, A$646K — the top revenue source) and Klaviyo email (6.74%) are the workhorses, and Bing converts over 10% on tiny volume. These are where added budget compounds.

3. Recover the sliding conversion rate. CVR fell from ~2.5% in April to ~1.5–1.8% by June as traffic scaled. Most of that is quality dilution from the low-intent channels above — tightening channel quality should lift the blended rate back up.

4. Fix CLS (layout shift). Vitals are mostly healthy, but CLS at 0.16 (above the 0.10 "Good" line) means content jumps as the page loads. It's a fixable UX issue (reserve image/embed dimensions, tame late-loading banners/widgets) that can recover conversion. See Site Performance.

5. Lean into basket size. There's strong accessory attach — the Silicon Band (2,711 orders) and screen protectors sell alongside the watches — and the BOGOF offers carry high units per order. Make attach and bundling more prominent on the PDP and in cart, and surface the extended-warranty upsell.

6. Close the cart-to-order gap. Add-to-cart is 4.95% but only 1.82% convert. Checkout friction is the next test theme: express pay, plus shipping and returns reassurance near the buy box.