> ## Documentation Index
> Fetch the complete documentation index at: https://www.dogoodthings.co.nz/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Conversion and email: landing pages, CRO, and lifecycle

> Landing pages matched to ad angles, hypothesis-driven CRO, and lifecycle email flows: welcome, abandonment, post-purchase, winback, with retention economics.

This is where the system turns attention into revenue, and where retention makes the whole model profitable. You pay for traffic every time you want it; your conversion events and your email list you keep.

## The conversion events money flows through

We're not a brochure-site web agency, and this page isn't about your website. It's about the handful of conversion events your revenue flows through: the purchase, the booked call, the submitted enquiry. We work on every step that leads to them. Landing pages matched to [ad angles](/docs/system/performance-creative), product and service pages that answer the objections buyers raise, and checkout or enquiry flows with the friction sanded off.

Each meaningful ad angle gets a congruent destination, so the conversation the ad started continues through the click. Every conversion event is [tracked reliably](/docs/system/data-attribution), because an improvement you can't measure may as well not have happened.

Changes ship through a CRO loop rather than a periodic redesign. We form a hypothesis from the data, make the change, measure the conversion event it was meant to move, and then keep it or revert it. The path to purchase gets measurably better every month.

## Email & lifecycle

### Flows first

The automated backbone of welcome, abandonment, post-purchase, and winback, set up once and improved forever. In most accounts we audit, this is the highest-return work available.

### Congruent with the ads

The flow someone enters matches the angle that brought them in, so the person who clicked the cashback hook gets the cashback conversation, not a generic drip. It's one conversation from ad to page to inbox.

### Campaigns with a reason

A sustainable sending rhythm built on the same angles as the ad creative, mixing proof, education, and offers, so there's a reason to open beyond the next discount.

### List growth that doesn't poison the list

Capture points that attract buyers instead of coupon tourists, and sunset policies that keep deliverability healthy.

### Retention by helping

The path from order one to order three is built on value: support content, check-ins, and advice that make the product work better. People stay subscribed to things that help them, and a discount-only programme just trains everyone to wait for the next sale.

### Retention economics in the open

Repeat rate, time to second purchase, and email-attributed revenue reported alongside acquisition, because cost per customer only makes sense against what a customer is worth.

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  **Working with your existing site**

  We work on whatever your site runs on, whether that's Shopify, WordPress, Webflow, or something custom. If the platform itself turns out to be the constraint, we'll show you the evidence and scope the fix as a separate decision you get to make, rather than folding a rebuild into the retainer.
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