Customer story
Built on a real Askalytics AI Insight generated against Cornishware's connected GA4 and Search Console data. The implementation steps and early outcomes are the team's own and are still being measured.
US shoppers were landing, browsing, and engaging at the same rate as UK shoppers. Then they left without buying. One Askalytics AI Insight measured the gap, named the likely cause, and pointed Karina's team straight at the US checkout.
From one AI Insight against 90 days of GA4 and Search Console data.
US converted at 58% of the UK rate.
US visitors arrived and browsed. The demand was there.
Recoverable by closing the gap to UK levels.
Every recovered order carried real value.
Cornishware is the heritage tableware brand behind the blue-and-white striped mugs in half of Britain's kitchens. Karina F. runs ecommerce marketing across cornishware.co.uk. The UK business was healthy. The US, the second-biggest market by traffic, felt like it should be doing more, but nobody could say exactly where the slip happened.
The problem with US numbers is they look fine until you compare them to something. Traffic was growing. People were engaging. The revenue line just never matched the visit count, and a busy team running paid, email, and SEO does not have the hours to slice every market by device, channel, and funnel step.
I knew the US wasn't pulling its weight. I didn't know if it was the traffic quality, the pricing, or the checkout. Without that answer I couldn't justify spending time on it.
Karina connected GA4 and Search Console, and a Traffic Acquisition AI Insight came back. It came back with a confidence score of 88 and a clear headline: "US traffic converts at 1.86% vs UK 3.21%: a £24k revenue ceiling on the second-largest market."
The key finding ruled out the easy excuses. Over 90 days the US drove 9,066 sessions and £24,318 in revenue from 169 transactions, a 1.86% conversion rate against the UK's 3.21%. But US visitors were not low quality: 87% engaged, with average session durations of around 167 seconds on mobile and 169 on desktop. The demand was real and the people were paying attention. They just were not buying at the rate the UK did.
The insight reframed it cleanly: this was not a traffic problem, it was a conversion problem on traffic the brand already had. Closing even half the gap would add roughly £8k to £10k a quarter without buying a single extra click.
It told me the visitors were good. That one line changed everything, because it meant the leak was on our side of the screen, in the funnel, not in the ad targeting.
The insight ranked three actions:
1. Audit the US checkout funnel. Shipping cost display, currency, and duties or import messaging. Lifting US conversion from 1.86% toward the UK-equivalent 3.21% would add about £17k a quarter at the current ~£144 average order value.
2. Double down on US email. It already converted at 2.46% and drove £6,183, the best US channel after organic. Expand US-segmented dotmailer flows.
3. Investigate a 426-session US spike on 15 June that produced one order. Likely a campaign or referral mismatch worth fixing or suppressing.
It was not "look into US performance." It was three ranked tasks with the money attached to each one. I could forward task one to our developer the same morning.
The checkout audit was the obvious quick win, and it was. Within a day the team found the cause: US shoppers saw shipping and duties added only at the final payment step, after they had entered their card details. UK shoppers saw shipping much earlier. The surprise cost at the end was driving abandonment.
Moving the shipping and duties estimate up to the cart page was a small front-end change. The team shipped it inside the first week.
The email task did not go as smoothly. The plan was to build US-segmented flows in dotmailer, but the brand's existing US email list was small and not cleanly tagged by country. Building proper US segments from scratch was more work than a quick win allowed. So the team took a different route: instead of new flows, they added a US-aware shipping-and-duties banner to the top of the existing global email template. Same message, far less effort, live in days rather than weeks.
The 15 June spike turned out to be a mis-tagged paid referral sending traffic to a sold-out product. They suppressed it and moved on.
The checkout fix was easy. The email segmentation wasn't, so we didn't force it. We got most of the value from a banner instead of rebuilding our flows.
It is early, and the team has not run the full quarter yet, so these are early-measured and projected numbers rather than a finished experiment. In the first few weeks after the checkout change, US conversion moved from 1.86% toward the low 2s. If it holds and reaches even halfway to the UK rate, the insight projected about £8k to £10k a quarter in recovered revenue. The full close to UK levels would be worth the ~£17k a quarter the plan modeled.
At Askalytics prices, a single insight pointing at a single checkout step is on track to pay back the entire year's subscription several times over, from US traffic the brand was already paying to acquire.
Projected from a part-closed gap.
Shipping shown up front, not at the end.
One run found a problem I had felt for months but never proved. The early numbers already cover what we pay for the year.
The Bloom & Measure demo property is loaded by default on every free trial account.
The 87% engagement number meant the answer was not "buy better US traffic." That single comparison saved weeks of chasing the wrong lever. Ask AI let the team confirm it in plain language.
Each action carried its own number, so the team knew the checkout audit was worth more than the email work before they started. The detectors compute those figures from real data, not guesses.
The plan was a menu, not a contract. Skipping the hard email rebuild and using a banner instead got most of the value for a fraction of the effort.
You can trust the numbers because you can see where they come from. That is the part that made me act instead of second-guessing.
Platform: Askalytics. Data: GA4 and Search Console (read-only). See also: funnel analysis, how every number gets checked, and why this beats raw GA4.
Connect GA4, Search Console, Google Ads, and Microsoft Clarity in a few minutes, plus HubSpot and Mailchimp in beta. Your first AI Audit runs the same day.