Lumen Coffee has a strong brand and a loyal core of repeat buyers, yet the storefront leaks revenue at the two moments that matter most: the first visit and the second order.
Acquisition is healthy at the top of the funnel, but the product and checkout pages lose first-time visitors to slow loads, a heavy hero, and a checkout that asks for too much too early. The subscription offer that drives Lumen's best margins is buried two clicks deep and framed as a discount rather than a ritual.
Retention is the bright spot. Repeat-purchase behaviour is well above category norms, which tells us the coffee and the unboxing are doing their job. The opportunity is to convert more first-time buyers into that loop and to give the subscription the prominence it earns.
The recommendations below are sequenced so the fastest, lowest-risk fixes land first. We estimate the quick wins alone recover a meaningful share of abandoned checkouts within the first 30 days.
| Initiative | Phase | Owner | Target metric |
|---|