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A Braxley customer wearing the Coastal stretchy band

Braxley Bands

How Goose found 16 leaks in 8 days
Case study

Oct 2026

15%

revenue upside Goose found in the first 2 weeks

( 01 )About the brand

Braxley sells stretchy Apple Watch bands.

Braxton and Zach Manley started it in Austin. They sell on Shopify and Amazon, and run Meta ads and Klaviyo emails.

Eleven Braxley stretchy watch bands in a row

$39.99

a band

150,000+

customers

Shopify + Amazon

where they sell

( 02 )How Goose works

Goose reads their numbers every morning.

When a number changes, Goose checks a second source to find out why. Then it sends the fix in Slack.

One morning's check, 24 Oct

  1. read
    ShopifyMetaKlaviyoAmazon
  2. spot

    Orders with the welcome code fell from 53 a week to 7.

  3. check

    Klaviyo shows no popup sign-ups since 25 Sep. The popup had changed.

  4. tell

    Sent to Braxley in Slack, with one fix.

( 03 a )What Goose found

Swapping the popup cost them $7.3K a month.

The old popup gave shoppers a discount code for their email. In September it was swapped for a giveaway. Sign-ups from the popup fell to zero, and so did sales from the code.

−$7.3K

a month in sales from the code, August vs October

Fix: Put the discount popup back

KlaviyoShopify

The popup swap on 24 Sep

August

Welcome code popup

EmailGet my code
Popup signups a week
~325
Welcome-code sales
$7,374

October

Monthly giveaway popup

EmailEnter to win
Popup signups a week
0
Welcome-code sales
$88

( 03 b )What Goose found

Their ads showed a band that was sold out.

Two Meta ads showed the Jazz band. Its big size was sold out on the website, so shoppers who clicked couldn't buy it.

$550

spent on those two ads in one week

Fix: Pause the ad

MetaShopify

Two ads and the page they lead to

Braxley's static Meta ad showing the Jazz bandJazz
Braxley's video Meta ad showing the Jazz band on a wristJazz
The two ads, both still running on 31 Oct
Jazz product page with the big watch size picked and a Notify me when available buttonBig size pickedNo buy button: sold out
Where both ads lead

( 03 c )What Goose found

Their checkout email went only to bots.

The founders added a filter to keep bots from getting the first checkout email. It was set the wrong way, so only bot-like addresses got it and real shoppers got nothing.

767

real shoppers who never got it, 2 to 27 Oct

Fix: Fixed on 29 Oct

Klaviyo

Checkout email 1, after checkout starts

filter: email matches [0-9]{7}@

What the filter was meant to do

Bot-like emailsBlocked
Real shoppersGet email 1

What it did, 2 to 28 Oct

Bot-like emailsGot email 196 sent
Real shoppersSkipped767 skipped
Email 1 sales a week, before
$76
With the filter on
$12

( 03 d )What Goose found

The ads reached men, but women are the buyers.

In July, women saw most of the ads and made most of the orders from them. By October, men saw 68% of the ads.

−41%

orders from Meta ads, September to October

Fix: Make the ads for women again

Meta

Women's share of Braxley's Meta ads

of ad viewsof ad purchases
Jul
63%
68%
Aug
43%
56%
Sep
35%
44%
Oct
30%
42%

( 03 e )What Goose found

Their Amazon ad budget isn't paying for itself.

Before Prime Big Deal Days, most Amazon ad money went on people already searching for Braxley, and each $1 brought back $7. Spend tripled for the sale. After it, 80% of the money went on general searches that brought back $1.81 for each $1, and nobody cut the budget.

$1.81

back per $1 on general searches after the sale, against $7.71 on brand searches

Fix: Cut the budget on general searches

Amazon Ads

Amazon ad spend a day, by search

Brand searchesGeneral searches
$8357%
Before16 Sep to 5 Oct
$27740%
Prime sale6 to 8 Oct
$22218%
After9 Oct to 1 Nov

Back per $1 on general searches

$4.72$3.63$1.81

Back per $1 on brand searches

$7.13$8.37$7.71
Amazon ad spend was 83 dollars a day before Prime Big Deal Days, with 57% on searches for the Braxley name. It was 277 dollars a day during the sale, with 40% on brand searches. After the sale it stayed at 222 dollars a day, and only 18% went on brand searches. General searches brought back 4.72 dollars per dollar before the sale, 3.63 during it and 1.81 after. Brand searches brought back 7.13, 8.37 and 7.71.

( 03 f )What Goose found

Their best ads were paused, and the cost per sale jumped.

Their two best ads ran in ad sets that sold at about $30 a sale in August. Both stopped at the end of September. The Jazz ad kept running, and it went from $34 a sale in September to $68 by late October.

$49

Meta cost per sale, 3 Oct to 1 Nov, up from $35 in August

Fix: Restart the two best ads

Meta

Meta cost per sale

Best ads stopped, 29 Sep$35August$41September$493 Oct–1 Nov$68Jazz ad, last week
Meta cost 35 dollars a sale in August and 41 in September. The two best ads stopped at the end of September. Their ad sets sold at about 30 dollars a sale in August. From 3 October to 1 November, Meta cost 49 dollars a sale. The Jazz ad kept running. It cost 34 dollars a sale in September and 68 in the last week of October, and it spent about 400 dollars a week until it stopped on 2 November.
Stopped end of Sep, about $30 a sale in Aug
STATICS #19Silicone Switch
Jazz ad spent in Oct
~$400 a week

( 03 g )What Goose found

Their best customers buy 3 bands. Half of orders still buy 1.

Buy 2 Get 1 Free orders average $84. One-band orders average $38, and they are 48% of all orders. On a phone, the offer sits below the first screen of the product page.

48%

of orders are a single band, Aug to Oct

Fix: Show the offer on the first screen

Shopify

Bands per order, Aug to Oct

48%47%
1 band2 bands, 5%3 or more
Of 2,717 online orders from 1 August to 31 October, 48% were one band, 5% were two bands and 47% were three or more.

Average order

One band$38
Buy 2 Get 1 Free$84

Product page on a phone

Braxley watch bands at the top of the product page

$39.99

Add to cart
First screen ends here
Buy 2, get 1 free

148 orders paid for 2 bands and skipped the free third

( 03 h )What Goose found

Their cart reminders missed 95% of shoppers.

Braxley switched off both cart reminder emails on 2 Oct. In the next 30 days, 1,100 people added a band to their cart, and only 49 got any reminder. A new cart reminder went live on 4 Nov.

1,051

shoppers with no cart reminder, 3 Oct to 1 Nov

Fix: Turned back on 4 Nov

Klaviyo

Cart reminder emails, 3 Oct to 1 Nov

  1. Added to cart1,100
  2. Cart remindersOff from 2 Oct
  3. Got any reminder49

Cart and checkout email sales

Same days last year
$651
This year
$201

New cart reminder live since 4 Nov

( 04 )How it connects

Goose looks at the whole funnel at once.

Each leak sat in a different tool. Goose read the ads, the site, the cart and the emails together, so it saw where one step broke the next.

Where each leak sat in Braxley's funnel

AdsMeta, Amazon Ads
SiteShopify
CartShopify
EmailKlaviyo
  1. aPopup swap
  2. bAds on a sold-out band
  3. cCheckout email to bots
  4. dAds drifted to men
  5. eAmazon budget left high
  6. fBest ads paused
  7. gMost orders stop at 1 band
  8. hNo cart reminder

Goose reads all four together, every day

( 05 )Where it stands

Two fixes are in. Three to go.

The checkout email filter was fixed on 29 Oct, and the AI videos are paused. Next, Goose checks how much each fix brings back.

  1. 24 Oct

    Popup flagged

    ( GooseWorks )

  2. 27 Oct

    First findings sent

    ( GooseWorks )

  3. 28 Oct

    Findings reviewed

    ( Braxley )

  4. 29 Oct

    Checkout email fixed

    ( Braxley )

  5. 31 Oct

    Sold-out ads flagged

    ( GooseWorks )

  • Welcome code back on

    Goal: 40+ code orders a week again

  • Sold-out ads paused

    Goal: No ad money on sold-out sizes by 27 Nov

  • Ads made for women

    Goal: Women back above 40% of views

Find your leaks before Black Friday.

Goose reads your store, ads and email and shows you what's costing you money.

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