Goodlookers and Wyze Digital

Meeting agenda

  1. Your feedback on the reports

    Updating now

    Thank you for your notes on the first Weekly Performance Pulse (2 November) and the October Monthly Performance Review (3 November). We have them all, and both reports are being updated to match.

    Weekly Performance Pulse

    Your feedbackWhat changes
    Show year-on-year figures on the headline metrics, not just the weekly comparisonRevenue, orders, AOV and MER will show last week and the same week last year, the same way ad spend and ROAS already do.
    Last week's revenue and AOV rise came from your email offerWe will note promotions and offers in the commentary, so a lift like this is explained in the report itself.
    The year-on-year drop is concerning, as it is your controlWe will go through what sits behind it on the call, and what we are doing about it.

    Monthly Performance Review

    Your feedbackWhat changes
    Revenue of £100,945 does not match Shopify. Use Total Sales (£96,309.03 for October)Revenue switches to Shopify Total Sales. We will confirm where the £100,945 came from.
    Website visits up 162% to 106,433: is this bot traffic?We are checking it. 65% of October's visits (69,517) came in as Direct, which fits a bot pattern. Bot traffic will be filtered out, or clearly flagged where it cannot be.
    Show revenue, orders, AOV and MER against last month and last yearAdded, in the same format as ad spend and ROAS.
    Microsoft Ads is missingSpend, revenue and ROAS added, and included in total ad spend, blended ROAS and MER.
    Shopify: items sold, refunds, conversion rate, new vs returning revenueAll four added.
    Klaviyo: email-attributed revenue and list sizeBoth added. As mentioned last week, Klaviyo is not currently recording revenue from the flows, so we are fixing its Shopify connection to make that figure reliable.
    Sessions from both Shopify and GA4Both shown side by side.
    Next: a corrected October review is checked against Shopify figure by figure, then re-sent to you. The same checks run before every report goes out.

  2. Email automations

    Your comments actioned

    We have worked through every comment in the email preview. Each is kept in the panel, marked done, so you can see what was asked and what changed.

    The main changes

    • No AI imagery. Every hero image now comes from your photoshoot in the shared Drive folder.
    • Better product matching. Suggestions in emails such as the browse follow-ups are better organised, for example the same shape in other colours, and the same colour in other shapes.
    • Welcome email 3 has a new layout. It is built around Trustpilot reviews of the exact frame and colour shown beside each one.
    • The winback email is new. "What everyone's wearing": three trending readers, each with a customer review, then your 10% code.
    • The thank-you email has a new photo, rewritten copy and an Instagram section using images from the flatlays folder.
    Welcome email 3 for women: Why Goodlookers, Readers people come back for, then Trustpilot rated 4.7 out of 5 and her favourites with customer reviews
    Welcome 3: why GoodlookersEach best-seller sits beside a review of that exact frame.
    Winback email: Trending now, What everyone's wearing, with Maddie, Encore and Jamie Tortoiseshell reading glasses beside customer reviews, then the GOODSAVING10 code
    Winback: what everyone's wearingTrending readers with reviews, then the code.
    Welcome email 1 for women, opening on a photo from the Goodlookers shoot
    Welcome 1Opening on a photo from your shoot.
    Thank you email with the new hero photo from the Goodlookers shoot
    Thank youNew photo and copy throughout.

    Shared folder

    The shared Drive folder issue is resolved, and Elise has since added fresh media. We will review it and work the best of it into the flows.

    Everything is in the email preview, using the same login as before.

    From you:
    • A final look through, and any last comments in the preview panel.
    • Vicki: a Google account email address, so we can add you to the shared folder.

  3. UGC campaign

    Ready to launch today

    Harjan sent the ad previews on Monday. If you are happy with them, the new UGC campaign goes live today.

    AdPreview
    @Fay_CloseUpPartnershipUses the creator's own captionAvailable once published and the creator approves the partnership request
    @BeautifulEveryday_UKPartnershipView preview
    @LbStylesYouPartnershipView preview
    Vicky: Christmas giftFrom your accountView preview
    Vicky: UnboxingFrom your account4.7x return across 6 earlier adsView preview
    Haley: Everyday readersFrom your account4.6x return across 8 earlier adsView preview
    @LouiseCharlotteYoungFrom your account5.2x return across 2 earlier adsView preview
    @Crystyling: Studio reading glassesFrom your account4.4x return across 8 earlier adsScreenshots in Harjan's email
    • The licence-free music you approved is in place, and the Vicky gifting ad runs now for Christmas, as agreed.
    • The Becky Barnes video is out, as the original file is no longer available. A different video takes its place.
    • Returns are as Meta reports them, so they are best used to rank one video against another.

    In progress

    • A full list of every UGC video that has run in your ads, with the dates each was live, so performance can be compared like for like.
    • A plan for the blue light UGC video, including who to target, once your approvals are done.
    To agree:
    • Are you happy for these to go live today?
    • The Crystyling video shows last year's price. Run it as it is, or edit it first?

  4. New product name format

    Live

    The new name layout is live across the site: the product name in italics, with the descriptive name underneath.

    The live Reading Glasses collection: Elle in italics above Rust, Brown and Olive Reading Glasses at £18.95, and Hepburn above Tortoiseshell and Black Reading Glasses at £16.95
    Reading Glasses on the live site today.
    Live search results for varifocal: Billi, Tortoiseshell Varifocal Reading Glasses, and Billi, Matt Black Varifocal Reading Glasses, each £25.95
    "Varifocal" is live on the Billi range.

    How the rest rolls out

    Following James's note on phasing, the changes are going live in stages, and each one can be reversed:

    • Now: the on-site product names and the new collection pages (item 6).
    • Now: the Shopping titles (item 5), which we can track separately.
    • In about two weeks: the SEO titles and meta descriptions, so their effect can be told apart from the on-site changes. "Multi-focus" and "progressive" go into the meta descriptions for the varifocal range, as Elise asked.
    From you: anything that looks off now that it is live, just let us know.

  5. Google Shopping titles

    Live and tracked

    The optimised Shopping titles and descriptions went live today. A tracking tool measures, week by week, whether they are doing what we expect.

    • 1,113products with new titles on Google UK and EU
    • 1,113new descriptions on Google and Meta
    • 40%already showing the new title in Google

    Before and after

    BeforeNow in the Google feed
    Reading Glasses 'Jamie' TortoiseshellSquare Reading Glasses in Tortoiseshell with Sprung Hinges and Felt Carry Pouch | Jamie | Goodlookers
    Reading Glasses 'Maddie' OliveWomen's Cat's Eye Reading Glasses in Olive with Sprung Hinges | Maddie | Goodlookers
    Progressive Reading Glasses 'Billi Multi-Focus' TortoiseshellWayfarer Varifocal Reading Glasses in Tortoiseshell, Retro Style with Sprung Hinges | Billi | Goodlookers

    Titles now lead with what people search for: shape, colour, gender and features. Meta keeps its current titles for now, because five of your Meta product sets select products by name. Those sets move to a different filter first, so no product shifts between ad sets by accident.

    The Optimised titles monitor: 1,113 items in the feed, 40% on new titles in Google, verdict today Too early to judge, with checks for ROAS, impressions and click-through rate against the seasonal expectation
    The titles monitor. It updates every morning.

    How we judge it

    • Baseline: the four weeks before the switch, 5 October to 1 November.
    • Season: compared with the same weeks last year, so the run into Christmas is not mistaken for the titles working.
    • What we expect: more clicks from specific searches (shape, colour, gender, strength), then a higher return. About 53% of non-brand clicks come from those searches today.
    • Timing: the first full week, w/c 9 November, can be judged from 23 November, once late conversions have come in.

    Follow it at goodlookers-titles.wyze.uk. We include what it shows in the weekly update.

  6. SEO collections

    92 live

    All 92 new collections are built, published and showing products, each with its own copy.

    • 92new collections live
    • 92descriptions, SEO titles and meta descriptions written
    • 14existing collections fixed
    • Published to the Online Store, Shop, Facebook and Instagram, Inbox and TikTok, the same channels as your existing collections.
    • Each page targets one search term, and its Google ranking is now tracked.
    • Outlet items stay on the pages, as agreed, and stay out of the advertising feeds.
    • Fixed: the six +X Reading Glasses and six +X Reading Sunglasses pages now filter by strength, and Women's Reading Sunglasses and Women's Sunglasses by gender.
    • SEO titles and meta descriptions for the new pages, and for key existing pages such as Reading Glasses (Elise's note of 2 November), load with the SEO title phase in about two weeks.
    The new Aviator Reading Glasses collection live on the site, with its introduction and nine aviator frames including Rockwell Tortoiseshell, Rockwell Black and Ace Silver
    Aviator Reading Glasses, one of the 92, live today.
    The Page copy tab of the collections tool: SEO titles, meta descriptions and descriptions for 92 collections, with a Google preview of Aviator Reading Glasses
    Every page's title, meta description and copy, with a Google preview, in the collections tool.
    All 92 new collection URLs
    1. Aviator Reading Glassesaviator reading glasses
    2. Black Glasses Casesblack glasses case
    3. Black Reading Glassesblack reading glasses
    4. Black Reading Sunglassesblack reading sunglasses
    5. Black Rectangular Reading Glassesblack rectangular reading glasses
    6. Black Rectangular Sunglassesblack rectangular sunglasses
    7. Black Sunglassesblack sunglasses
    8. Blue Glasses Casesblue glasses case
    9. Blue Reading Glassesblue reading glasses
    10. Brown Glasses Casesbrown glasses case
    11. Brown Reading Glassesbrown reading glasses
    12. Brown Sunglassesbrown sunglasses
    13. Cat Eye Reading Sunglassescat eye reading sunglasses
    14. Cat Eye Sunglassescat eye sunglasses
    15. Chunky Acetate Glasses Chainschunky glasses chain
    16. Clear Frame Glassesclear glasses
    17. Clear Reading Glassesclear reading glasses
    18. Everyday Blue Light Glasseseveryday blue light glasses
    19. Everyday Reading Glasseseveryday reading glasses
    20. Everyday Reading Sunglassesclassic reading sunglasses
    21. Everyday Rectangular Reading Glassesclassic rectangular reading glasses
    22. Floral Glasses Casesfloral glasses case
    23. Funky Blue Light Glassesfunky blue light glasses
    24. Funky Cat Eye Sunglassesfunky cat eye sunglasses
    25. Funky Round Sunglassesfunky round sunglasses
    26. Funky Sunglassesfun sunglasses
    27. Funky Zero Power Glassesfunky fake glasses
    28. Green Sunglassesgreen sunglasses
    29. Grey Reading Glassesgrey reading glasses
    30. Leather Look Glasses Casesleather glasses case
    31. Matte Blue Light Glassesmatte blue light glasses
    32. Matte Reading Glassesmatte reading glasses
    33. Medium Width Sunglassesmedium sunglasses
    34. Men's +1.0 Reading Glassesmens reading glasses 1.0
    35. Men's +1.5 Reading Glassesmens reading glasses 1.5
    36. Men's +2.0 Reading Glassesmens reading glasses 2.0
    37. Men's +2.5 Reading Glassesmens reading glasses 2.5
    38. Men's +3.0 Reading Glassesmens reading glasses 3.0
    39. Men's +3.5 Reading Glassesmens reading glasses 3.5
    40. Men's Black Sunglassesmens black sunglasses
    41. Men's Blue Light Glassesblue light glasses men
    42. Men's Blue Reading Glassesmens blue reading glasses
    43. Men's Everyday Reading Glasseseveryday reading glasses for men
    44. Men's Funky Sunglassesfunky sunglasses for men
    45. Men's Glasses Chainsmens glasses chain
    46. Men's Green Reading Glassesmens green reading glasses
    47. Men's Reading Sunglassesmens reading sunglasses
    48. Men's Rectangular Sunglassesmens rectangular sunglasses
    49. Men's Retro Sunglassesmens retro sunglasses
    50. Men's Tortoiseshell Blue Light Glassesmens tortoise shell blue light glasses
    51. Men's Tortoiseshell Sunglassesmens tortoiseshell sunglasses
    52. Men's Wayfarer Sunglassesmens wayfarer sunglasses
    53. Men's Wide Reading Glassesbig reading glasses for men
    54. Men's Zero Glassesfashion glasses for men
    55. Metal Sunglassesmetal sunglasses
    56. Oversized Blue Light Glassesoversized blue light glasses
    57. Oversized Cat Eye Reading Glassesoversized cat eye reading glasses
    58. Oversized Reading Glassesoversized reading glasses
    59. Oversized Reading Sunglassesoversized reading sunglasses
    60. Oversized Rectangular Reading Glassesoversized rectangular reading glasses
    61. Oversized Square Reading Glassesoversized square reading glasses
    62. Oversized Zero Power Glasseslarge fake glasses
    63. Pink Reading Glassespink reading glasses
    64. Purple Reading Glassespurple reading glasses
    65. Rectangular Reading Glassesrectangular reading glasses
    66. Rectangular Sunglassesrectangular sunglasses
    67. Retro Rectangular Sunglassesretro rectangular sunglasses
    68. Retro Round Sunglassesretro round sunglasses
    69. Round Blue Light Glassesround blue light glasses
    70. Round Reading Sunglassesround reading sunglasses
    71. Round Sunglassesround sunglasses
    72. Rubber Finish Reading Glassesrubber reading glasses
    73. Square Reading Glassessquare reading glasses
    74. Tortoiseshell Blue Light Glassestortoiseshell blue light glasses
    75. Tortoiseshell Cat Eye Sunglassestortoise shell cat eye sunglasses
    76. Tortoiseshell Rectangular Sunglassestortoise shell rectangle sunglasses
    77. Tortoiseshell Sunglassestortoise shell sunglasses
    78. Wayfarer Reading Sunglasseswayfarer reading sunglasses
    79. Wayfarer Sunglasseswayfarer sunglasses
    80. White Reading Glasseswhite reading glasses
    81. Wide Sunglassesbig sunglasses
    82. Women's +1.0 Reading Glasseswomens reading glasses 1.0
    83. Women's +1.5 Reading Glasseswomens reading glasses 1.5
    84. Women's +2.0 Reading Glasseswomens reading glasses 2.0
    85. Women's +2.5 Reading Glasseswomens reading glasses 2.5
    86. Women's +3.0 Reading Glasseswomens reading glasses 3.0
    87. Women's +3.5 Reading Glasseswomens reading glasses 3.5
    88. Women's Funky Sunglassesfun sunglasses for women
    89. Women's Glasses Caseswomens glasses case
    90. Women's Glasses Chainswomens glasses chain
    91. Women's Oversized Reading Sunglassesoversized reading sunglasses for women
    92. Women's Round Sunglassesladies round sunglasses

    The full list with copy is also a spreadsheet: download the CSV. Every change is logged under Log.

    To agree:
    • The plan flags 10 duplicate collections to remove, each redirected to the page that ranks. Nothing has been deleted. Are you happy for us to go ahead?
    Next, we plan the internal links and navigation that point to the new pages.