LTV +35% via Funnel Redesign: From One-Off Sale to Repeat Cycle

We fixed the funnel and then asked: what makes them come back?

The Porto shop sold tents at €80 AOV. Traffic 9k, checkout 1.9% — we got to 3.4% with the 12-point audit. But LTV barely moved. One sale does not make a business.

I mapped the post-purchase window. 83% of second purchases happened between day 18 and day 44. After that — silence.

We built a 30-day cycle, not a campaign.

Day 0 — delivery card. Not email. Physical card inside the parcel: "How to pitch this tent in 3 minutes + QR to 60-sec video". Support tickets -31%, first-use NPS 8.4.

Day 2 — use check. Plain text email from the owner: "Did the tent fit in your backpack? Reply yes/no". Reply rate 22%. No design, no button.

Day 14 — care, not promo. "Two mistakes that kill waterproofing" — short guide. Unsubscribe 0.2%, but reply "thanks" 9%.

Day 28 — repeat trigger. "Your gas canister is likely empty. Re-order in one click, same address, 10% off next 48h". Conversion 4.1% on that segment. Not a generic "we miss you".

What we did not do: loyalty points, app, 10% pop-up on entry. All of that tested earlier — noise.

Stack: Shopify + Klaviyo, no custom code. One segment: buyers of tent in last 45 days without second order. One flow, 4 emails, 1 card.

Numbers (6 months, same traffic):

• Checkout: 1.9% → 3.4%
• Repeat purchase (45 days): 11% → 19%
• AOV second order: €84 (+5% — add-on suede)
• LTV 180 days: €89 → €120 (+35%)

Failure first: we tried "subscribe and save 15%" — 1.2% take rate. Wrong product for subscription. Cycle beat subscription.

Check your own gap: export orders, plot days between order 1 and 2. If you see a hump at 20-40 days, you have a cycle to build. If flat — fix product-market first, not funnel.

Want the Klaviyo flow export? Message for funnel audit — I send the 4-email copy + segment filter.