@ollymeakings, the key point I would have loved to learn was how effective your service was. So by implementing (some / all) of your advice, how much did the conversion increase over next 3 months or so? (with no additional marketing and other implausible but desirable assumptions). You do mention "as I built evidence of the roasts increasing conversion" but leave the evidence hanging. Or perhaps I read the otherwise quite comprehensive piece too hastily. Interesting stuff, thanks for sharing!