# Crowns Acquisition : Illustrative acquisition workbook

Morrow is a fictional skincare store. This is an educational sample, not client work, measured performance, or a promise of results. No financial or customer data is represented.

## 1. Landing-page review

### Scenario
An example ad introduces a daily skincare routine. The concept landing page uses a broader brand headline: “A little care. A daily ritual.”

### Question A: Does the page keep the ad's promise?
Observation: The ad's specific routine may not be immediately identifiable from a broad brand introduction.
Proposed test: Compare a routine-led headline with the existing introduction, keeping the offer and other major page elements consistent.
Before testing: Review the actual ad, traffic, page, baseline behavior, and tracking. This concept alone cannot establish an actual conversion problem.

### Question B: Is the next action clear?
Observation: “Explore the routine” should lead to a relevant product or bundle destination with a clear explanation of what is included.
Proposed action: Review the mobile click path and the continuity of the offer into the product page and checkout.

### Question C: Are purchase questions answered?
Observation: The fictional concept does not resolve product details or delivery questions.
Proposed action: Inspect the entire journey and use real customer questions to prioritize missing information before adding content.

## 2. Testing plan

Hypothesis: A clearer connection between the ad promise and landing-page introduction could help visitors understand the offer.

Change: A routine-led headline and CTA, with major offer elements held consistent.

Measurement: Confirm purchase tracking; review purchase conversion, acquisition cost, and available margin context. Define the evaluation window and evidence needed before launch. Consider traffic mix, promotions, and sample-size limits.

Decision: Keep, revise, stop, or gather more evidence. Do not infer a reliable improvement from a short-term fluctuation.

Owner: Agreed before launch.
Approval required: Agreed before launch.
Predicted uplift: None. This is an illustrative hypothesis.

## 3. Reporting format

### What changed
Document the actual campaign, budget, page, or tracking changes during the review period.

### What we observed
Present the agreed metrics, timeframe, source, comparison, and relevant business context. State material data limitations.

### What remains uncertain
Separate observations from explanations. Identify other changes that could affect the reading and questions that need further evidence.

### What happens next
List the next priority, the reason for it, its owner, and any decisions or assets needed from the brand.

Reporting cadence and actual deliverables are agreed in the engagement proposal.

## Discuss your store
Book an introductory conversation: https://cal.com/crowns/15min
Contact: crownsacquisition@gmail.com