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Insights
Consumer psychology, conversion, and the architecture of CPG growth.
The Psychology of Subscription: Why Most CPG Brands Frame It Wrong
Subscription rates of 30 to 40 percent are not a feature of the product. They are a feature of how the decision is framed. Here's why most CPG brands are leaving most of their subscription revenue on the table without realizing it.
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Why Scaling Meta Ads Before Fixing Your Shopify Storefront Is a Leaky Bucket
Paid traffic doesn't fix a broken storefront. It exposes one. Here's why most CPG brands are scaling ad spend on top of a site that quietly loses them money on every click, and what to fix before you raise the budget.
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How AI Search Is Changing How People Find CPG Brands
People are starting to ask AI what to buy instead of browsing. Most CPG brands are not set up to be recommended. Here is what is actually changing in product discovery, and the structural work that determines whether a brand shows up.
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CAC to LTV Only Works When Retention Is Real
Most CPG brands are scaling on a CAC number that assumes retention they have not earned. Here is what predictable lifetime value actually requires, and why most brands are running a story instead of a business.
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AOV Is Architecture, Not Luck: How to Engineer Higher Order Value in CPG
Average order value is not something that happens to a brand. It is something the brand designs. Here are the structural levers that move AOV without discounting, and why they matter more than most CPG founders realize.
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The Real Cost of Friction: Where DTC CPG Shoppers Actually Drop Off
Cart abandonment is not a pricing problem. It is a cognitive load problem. Here are the five friction points quietly killing conversion rate on most DTC CPG storefronts, and how to fix them in priority order.
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