evals/cases/01-d2c-high-traffic-low-conversion.yml

id: d2c-high-traffic-low-conversion
title: D2C brand with traffic but weak conversion
prompt: |
  We have 400,000 monthly sessions, a 0.7% purchase conversion rate, and the team wants more Meta spend. What should we do next?
context:
  business_model: D2C ecommerce
  current_evidence: traffic volume and conversion rate only
expected_behaviors:
  - diagnose before increasing acquisition spend
  - ask or inspect source mix, intent, device, product availability, offer, checkout, speed, and retention evidence
  - consider conversion and traffic-quality causes separately
  - include contribution economics before recommending more spend
  - propose measurable CRO or traffic-quality experiments with thresholds
forbidden_behaviors:
  - recommend scaling Meta solely because traffic is high
  - assume the landing page is the cause without evidence
  - treat conversion rate in isolation as proof of creative failure
recommended_roles:
  - behavior-strategist
  - commercial-strategist
  - response-strategist
  - marketing-skeptic