Week 2 of 10 · Live engagement · Updated May 5, 2026
This is a live engagement case study. Numbers below reflect baseline state, audit activity, and shipping work — not results. Results post weekly through June 30, 2026, alongside The Retention Memo.
| Key | Value |
|---|---|
| Client | Ela Lane — GOTS-certified organic cotton bedding, handcrafted in Portugal |
| Engagement window | April 22 – June 30, 2026 (10 weeks) |
| Status | Week 2 of 10 — flows shipping from draft to live this week |
| Stack | Shopify · Klaviyo (account MUkBPU) · Alia popup · Yotpo reviews · Awin |
| Done so far | Full GA4 + Klaviyo audit (38 findings) · Lane design system v0.1 in Figma · 10-week prescription roadmap |
| Shipping this week | Welcome Series rebuild live · Abandoned Checkout 3-email live · popup restyle · UTM standard · first newsletter pattern adapted |
| Reporting cadence | Updated every Tuesday at 9am ET — May 12, 19, 26 · Jun 2, 9, 16, 23, 30 (final) |
Ela Lane is a premium bedding brand: GOTS-certified organic cotton, woven and finished by hand in Portugal, sold direct on Shopify with a 60-night risk-free trial and free shipping and returns. The product is genuinely best-in-class. The retention program around it was not.
When Tanvir Growth started on April 22, 2026, the Klaviyo account MUkBPU had been campaign-dark for roughly 18 months — the last campaign send was October 15, 2024. One Welcome Series flow was live but was reaching only 9 recipients in the prior 30 days. Four other flows (Abandoned Checkout, Abandoned Cart, Browse Abandonment, SMS Welcome) sat in draft. Email-attributable revenue was $0.
The brief was simple: rebuild the email program from the foundation up, on a transparent 10-week timeline, with the work documented publicly.
Success at week 10 is defined as: a complete Lane design system in Figma; a live, instrumented core flow set (Welcome, Abandoned Checkout, Browse, Cart, Post-Purchase, Review Request); a working campaign cadence with UTM-tracked attribution; and a 30-day window of clean, comparable Klaviyo data on which to set durable targets.
| Flow | Status | Created | Notes |
|---|---|---|---|
| Welcome Series — ela lane | live | 2026-02-27 | Pre-engagement build, untouched since |
| Abandoned Checkout — ela lane | draft | 2026-03-02 | Drafted before engagement |
| Abandoned Cart — ela lane | draft | 2026-03-04 | Drafted before engagement |
| Browse Abandonment — ela lane | draft | 2026-03-04 | Drafted before engagement |
| SMS Welcome — ela lane | draft | 2026-03-01 | Drafted before engagement |
| Metric | Value | Note |
|---|---|---|
| Site conversion rate | 0.23% | 4 orders / 1,749 sessions; DTC bedding benchmark is 1.5–2.5% |
| Mobile share of sessions | 12% | Industry benchmark 60–70%; bot traffic suppressing the real figure |
| Direct / unattributed traffic | 79% | UTM hygiene broken — channels invisible |
| Klaviyo-attributed sessions | 1 | Email links un-tagged, bucketed as Direct |
| begin_checkout → add_shipping_info | 22 → 1 events | ~95% leak; instrumentation gap or UX failure |
| Popup conversion (Alia) | ~0.01% | 27K views, ~3 completed signups |
System-first thinking: fix what you can measure before adding sends. Five workstreams ran in parallel during week 1.
GA4 deep dive. A 38-finding CRO audit covering measurement, traffic quality, homepage, collection pages, PDP, cart, navigation, search, content/SEO, geo/shipping, and performance. P0 items isolated and stack-ranked.
The output of week 1 is the diagnostic foundation. Every shipping decision in weeks 2-10 traces back to a numbered finding from this audit.
| Week | Dates | Focus | Deliverable | Status |
|---|---|---|---|---|
| 1 | Apr 22-28 | Audit + design system v0.1 | 38-finding CRO audit · Klaviyo baseline · Lane Figma file (6 colors / 10 type styles / 7 components) | DONE |
| 2 | Apr 29-May 5 | Flow rebuild + popup restyle | Welcome Series rebuilt in draft · AC 3-email built · popup restyle drafted · UTM standard documented | DONE |
| 3 | May 6-12 | Flows go live | Welcome Series live · Abandoned Checkout live · UTM deployed · first campaign sent | SHIPPING |
| 4 | May 13-19 | Browse + Cart flows | Browse Abandonment live · Abandoned Cart live · second campaign sent | PLANNED |
| 5 | May 20-26 | Post-purchase + Review | Post-Purchase Thank You live · Review Request live · third campaign sent | PLANNED |
| 6 | May 27-Jun 2 | Segmentation + Winback | VIP, At-Risk, Engaged Non-Buyers segments · Winback 60/90/120 series live | PLANNED |
| 7 | Jun 3-9 | SMS Welcome + Alia | SMS Welcome live · full Alia popup rebuild deployed | PLANNED |
| 8 | Jun 10-16 | Campaign cadence | Two-per-week campaign rhythm in production · Yotpo review module wired | PLANNED |
| 9 | Jun 17-23 | Optimization | First A/B tests · subject line, hero, and CTA experiments live | PLANNED |
| 10 | Jun 24-30 | Final report | 60-day results · attribution-clean revenue read · documented playbook · client handoff | FINAL |
Status pills use four states: Done, Shipping, Planned, Final — see §6.
Custom email design system built in Figma during week 1 — the foundation that makes every future email cheaper to ship.
Color tokens (6): Sage, Forest, Cream, White, Stone, Linen.
#B1B49E
#0D2601
#F5F4EE
#FFFFFF
#8A8D7A
#E8E6DC
Type styles (10): H1/Hero · H2/Section · H3/Subsection · Body/Large · Body/Default · Body/Small · CTA/Button · Footer/Text · Eyebrow · Brand/Wordmark. Playfair Display for display, Lora for body, with email-safe Georgia fallback.
Components started (7): Header · Hero · Trust Bar · CTA Button · Text Block · Product Card · Review · Footer.
Spacing scale: 4 · 8 · 12 · 16 · 24 · 32 · 48 · 64 · 80.
Canvas standards: 600px email width, 560px content, 2× image exports, mobile-first review.
Figma file: Ela Lane — Email Design System.
The point of the system is not aesthetics — it is unit cost. Every component shipped now reduces the time to build every future email. By week 10 the marginal cost of a new campaign should be hours, not days.
This case study updates every Tuesday at 9am ET, alongside The Retention Memo.
The transparency is the differentiator. Most agency case studies are written at the end, when the numbers are flattering. This one is written from week 2, with the baseline visible and the work in progress.
Tanvir Growth is a solo-operator agency built around one job: rebuilding email and SMS lifecycle programs for DTC eCommerce founders on Shopify and Klaviyo.
This case study is updated every Tuesday at 9am ET alongside The Retention Memo. Subscribe to follow along: tanvirgrowth.com.
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