Client Case Study · Fractional CMO Partnership
Organic Search, Conversion & Lifecycle Growth for Katukina.US
How Soulpreneur Alchemy Marketing Agency connected SEO, website conversion and Klaviyo lifecycle strategy into one growth system for a specialty ecommerce brand offering ethically sourced ceremonial tools, botanicals and plant allies.
Engagement: Keystone Fractional CMO · Industry: E-commerce / Botanicals · Timeline: 2025 – Present
Results at a Glance
A connected growth system, measured
+339%
Organic search sales
Sept 1–23, 2026 vs. same dates 2025
$21,118.89
Klaviyo flow revenue
186 conversions in 90 days
413
Ranking keywords
Up from 154 (+168%)
8.03%
Organic conversion rate
Up from 5.19%, same dates YoY
The Opportunity
A strong brand with demand to capture
Katukina.US had a distinctive brand, meaningful products, and an established customer base. The opportunity was to support that demand with a more cohesive digital journey, from when a shopper discovers a product to when they return for another order.
SAMA-led strategy & implementation
- SEO support and the Eurus theme update
- Conversion-focused improvements to collection and product templates
- Klaviyo flow repairs and optimization: abandoned cart, checkout, browse and win-back
- Lifecycle direction for welcome, post-purchase, confirmation and review-request journeys
- AI search visibility work and ongoing performance monitoring
A collaborative newsletter program
SAMA provided newsletter strategy, content direction, and optimization recommendations. After the November handoff, the Katukina.US team has run the campaign calendar, updates, and sending in-house.
Treating email and SMS as one connected lifecycle system, rather than isolated channels, lets each part of the customer journey support the others.
01 · Organic Search
Organic search sales up 339% year over year
Comparing September 1–23, 2026 with the same dates in 2025, sales from unpaid search more than quadrupled while more shoppers added to cart and reached checkout.
| Organic search measure | Sept 1–23, 2025 | Sept 1–23, 2026 | Change |
|---|---|---|---|
| Total sales | $3,014.91 | $13,242.90 | +339% |
| Net sales | $2,739.25 | $12,065.64 | +341% |
| Orders | 35 | 117 | +234% |
| Quantity ordered | 63 | 219 | +248% |
| Sessions | 655 | 1,271 | +94% |
| Session conversion rate | 5.19% | 8.03% | +2.83 pts |
| Added-to-cart rate | 9.01% | 14.71% | +5.70 pts |
| Reached-checkout rate | 6.87% | 10.94% | +4.07 pts |
| Bounce rate | 55.11% | 43.43% | −11.68 pts |
| Search engine | 2025 sales / orders | 2026 sales / orders |
|---|---|---|
| $2,316.40 / 29 | $11,422.75 / 101 | |
| DuckDuckGo | $503.98 / 5 | $1,452.53 / 12 |
| Microsoft (Bing) | — | $313.68 / 3 |
| Yahoo | $194.53 / 1 | $53.94 / 1 |
Strongest organic day
$1,589.39
in organic search sales from 13 orders on September 10, 2026.
02 · Search Visibility
#1 on the keywords that sell
Search visibility grew from a narrow presence into a commercial keyword portfolio with top positions on high-intent product searches.
413
Ranking keywords
Up from 154
57
Page 1 commercial terms
293
Referring domains
Up from 59
24
AI Overview placements
Google AI Overviews
#1 rankings on money keywords
| Keyword | Position | Intent |
|---|---|---|
| mapacho for sale | #1 | Product discovery |
| mapacho tobacco for sale | #1 | Product discovery |
| ambil for sale | #1 | Product discovery |
| ambil paste | #1 | Product discovery |
| tepis | #1 | Category discovery |
| shipibo pants | #1 | Category discovery |
High-volume Page 1 terms
| Keyword | Position | Monthly volume |
|---|---|---|
| mapacho | #2 | 1,300 |
| tepi | #2 | 720 |
| ambil | #2 | 590 |
03 · Conversion Architecture
Less friction, bigger carts
We rebuilt the whole website, migrating it to the Eurus theme from Dawn in Shopify. Then we customized the collections and product pages to support SEO, AI visibility, and, more importantly, higher conversion from first visit to checkout and increased volume by returning customers.
57.58%
Site-wide bounce rate
Down from 70.72%
$96.69
Average purchase revenue
Up from $87.09; organic search orders averaged $97.40
14.71%
Organic add-to-cart rate
Up from 9.01%; reached checkout rose from 6.87% to 10.94%
04 · Klaviyo Lifecycle & Retention
$21,118.89 from flows that run every day
Klaviyo flows were repaired in early 2026 and optimized from February through April and onward, focused on shoppers who had already shown intent.
$21,118.89
Flow revenue (90 days)
186
Flow conversions
$9,143.78
Abandonment recovery
72
Abandonment conversions
Revenue by customer journey
| Flow | Klaviyo-attributed revenue | Conversions |
|---|---|---|
| Review Request | $5,680.52 | 52 |
| Abandoned Cart Reminder | $3,812.09 | 26 |
| Abandoned Checkout Reminder | $3,608.68 | 29 |
| Full Shipping Confirmation | $2,929.56 | 29 |
| Customer Win-Back | $1,847.59 | 14 |
| Browse Abandonment | $1,723.01 | 17 |
| Welcome Series | $1,118.65 | 12 |
| Order Confirmation | $398.79 | 7 |
| Total | $21,118.89 | 186 |
Not a one-off spike
| Strongest weeks | Flow revenue |
|---|---|
| Sept 7–13, 2026 | $2,593.88 |
| Jun 29–Jul 5, 2026 | $2,319.06 |
| Aug 3–9, 2026 | $2,270.87 |
Standout moment
$1,072.46 in a single day
On September 9, 2026, with no promotional campaign, four lifecycle touchpoints worked together: Full Shipping Confirmation, Review Request, Abandoned Cart and Abandoned Checkout.
Before & After Optimization
More value from every recipient
Pre-April baselines compared with each flow’s best post-optimization week. Weekly volumes are small, so the rates tell the clearest story.
| Customer win-back | Pre-April baseline | Best week (Aug 3–9) |
|---|---|---|
| Added-to-cart rate | 0.50% | 2.88% |
| Placed-order rate | 0.87% | 2.16% |
| Revenue per recipient | $0.88 | $4.22 |
| Attributed revenue | $303.08 / month | $586.19 / week |
| Abandoned checkout | Pre-April baseline | Best week (Jun 29–Jul 5) |
|---|---|---|
| Added-to-cart rate | 2.35% | 8.33% |
| Placed-order rate | 8.84% | 16.67% |
| Revenue per recipient | $9.57 | $20.13 |
| Attributed revenue | $766.58 / month | $724.64 / week |
05 · AI & Agentic Discovery
A new, measurable discovery layer
Since AI visibility work began in June 2026, Shopify has logged 164 agentic-referring sessions that produced 11 orders, a 6.71% session conversion rate. The brand also earned 24 Google AI Overview placements.
Direct and unattributed traffic may include more AI-influenced visits that aren’t counted here.
| Agentic-referring source | Sessions | Share |
|---|---|---|
| ChatGPT | 126 | 76.8% |
| Shop | 37 | 22.6% |
| Google AI Mode / Gemini | 1 | 0.6% |
| Total | 164 | 11 orders · 6.71% conversion |
The Engagement
How the system was built
Each phase built on the one before it: get found, convert the visit, then recover and retain the customer.
2025
SEO foundation & Shopify Theme Update (Eurus theme)
Website SEO work begins alongside the Eurus theme update.
November 2025
Newsletter strategy handoff
SAMA’s recommendations pass to the in-house team for ongoing execution.
Early 2026
Klaviyo flow repairs
Key lifecycle flows reviewed and repaired.
Feb – Apr 2026
Flow & conversion optimization
Abandonment, win-back and post-purchase journeys optimized; site conversion improvements rolled out.
June 2026
AI search visibility
AI-related search work taken over and managed.
September 2026
Record moments
Strongest flow week ($2,593.88) and strongest organic search day ($1,589.39).
Why It Matters
Growth from the demand you already have
Existing intent was captured
$9,143.78 came from abandonment flows alone, from shoppers who had already browsed, carted or started checkout.
Revenue came from many touchpoints
Eight flows generated revenue, so no single campaign or promotion carries the program.
Retention became a revenue lever
Win-back produced $1,847.59 and 14 conversions, with revenue per recipient rising from $0.88 to $4.22 in its best week.
Organic visibility compounds
#1 rankings and a 413-keyword portfolio keep bringing in high-intent shoppers every day.
The channels were connected
SEO, site conversion, email and SMS were improved as one customer journey, not separate projects.
Results kept repeating
Multiple $2,200+ flow weeks and a record organic day in September point to a system, not a lucky spike.
Is your store recovering the revenue it has already earned?
We connect SEO, conversion, and lifecycle marketing into one growth system for purpose-driven ecommerce brands.
Data sources & methodology. Figures come from the client’s connected platforms: Klaviyo (lifecycle flows), Shopify (sales, sessions, orders and conversion), and Search Atlas, Google Search Console and GA4 (rankings and visibility). Each platform uses its own attribution model, so small differences between platforms are expected. Flow figures are Klaviyo-attributed revenue for the documented 90-day period, not total brand revenue; attribution is not proof of incremental sales. Organic search figures are Shopify unpaid search traffic and exclude Facebook and Instagram; the September 1–23 comparison uses identical calendar dates. Shopify’s sales-report and session-attributed order counts don’t always match, so sales and conversion rates are reported separately. Agentic-referring sessions include Shop and may overlap with organic search; they are not added to organic totals. Shopify noted session-based metrics may shift from September 21, 2026. Project milestones are supplied by SAMA; no causal lift or ROI is claimed. Results are specific to Katukina.US and don’t guarantee future results.