Academy lesson
Measuring in the field
Measuring in the field is a core piece of Core Web Vitals. This lesson explains what it is, why it matters for Shopify merchants, and how to approach it without wasting effort.
13 min
OpenAll case studies
Lumen Beauty · Beauty
Closing the retention gap for a scaling beauty brand
Lumen Beauty's acquisition was strong but repeat purchase rate lagged. Email flows were generic and post-purchase communication was thin.
Reference build — illustrative brand
- Platform
- Shopify
- Industry
- Beauty
- Stage
- Growing Store
- Size
- Small
- Timeline
- 12 weeks
- Challenge
- Retention gaps
- Goal
- Improve Retention
01Overview
Business background
Audience
Beauty shoppers with a natural replenishment cycle.
Model
Shopify with an established acquisition engine but limited lifecycle work.
Market
Crowded beauty category with strong retention leaders.
Objectives
- Grow LTV without raising acquisition spend
02What was holding growth back
The challenge
Generic email flows
One welcome sequence with limited product-specific content.
No replenishment logic
Customers were not reminded when products were likely running low.
Thin analytics
Retention cohorts were not being tracked over time.
03The insight
Discovery & analysis
What we reviewed
- Existing flow architecture
- Historic repeat purchase cohorts
- Product replenishment cycles
Key findings
- Welcome and post-purchase flows drove most email revenue
- Replenishment reminders were absent
- Attribution windows were inconsistent
Business priorities
- Rebuild lifecycle flows
- Introduce replenishment logic
- Track cohorts consistently
04Guided by the Orbit Growth OS
The approach
- 1Discover
Retention framing
Aligned on which cohorts and windows matter most.
- 2Prioritize
Flow architecture
Selected the three flows expected to move retention.
- 3Implement
Flow rebuild
Rewrote welcome, post-purchase, and replenishment flows.
- 4Measure
Cohort dashboards
Built repeat purchase cohorts in the analytics dashboard.
05What we built
The experience
Retention
Rebuilt welcome, post-purchase, replenishment, and winback flows.
Analytics
Cohort dashboards tracking 30/60/90-day repeat rates.
06Described honestly
Outcomes
90-day repeat purchase rate
Improved
Measured across post-launch cohorts vs. prior 90-day period.
Email revenue share
Grew
As a percentage of total revenue during the measurement window.
Retention results depend heavily on product replenishment cycles and category. Ranges are shared as illustrative, not guarantees.
07Takeaways you can apply
What changed
- 01
Retention is a system, not a campaign.
- 02
Replenishment logic only works if the product genuinely runs out.
- 03
Cohorts, not weekly revenue, tell the retention story.
08Your next step
Related resources
Growth Intelligence
Website Health
Growth Planning
Common questions
Frequently asked questions
Did you change the acquisition strategy?+
No. Retention improvements were made without changing paid acquisition, which is why we can attribute the gains to lifecycle work.
Free Growth Audit
Not sure where to start? Request a free Growth Audit.
A senior strategist reviews your store, identifies the highest-leverage opportunities, and shares an honest, no-pressure plan. Educational first, commercial second.
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Where to go next
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