Growth Science overview

In plain English

This app has over a hundred marketing features. That's the problem this section solves.

You know something isn't working. You don't know what, and you definitely don't know which of the hundred features would fix it. So you either do nothing, or you pick whatever feature sounds good and hope.

Growth Science is the map. It looks at your shop, breaks your customer journey into eight steps, and grades each one. Then it tells you which step is weakest and hands you a button that takes you to the exact feature that fixes that step.

The eight tools are each based on a well-known marketing book — the kind of research that's been tested across thousands of businesses. You don't need to have read any of them. The tools do the thinking; you get the answer.

Start with Journey. Everything else follows from what it finds.

How to use it

Click "Growth Science" in the left-hand menu.
Open the "Journey" tab first. It grades the eight stages of your customer journey.
Find your lowest-scoring stage. That's your bottleneck.
Click the button on that stage. It takes you straight to the feature that fixes it.
Fill in the "Positioning" tab once. It takes about 20 minutes and makes every writing tool in the app better.
Come back monthly and re-check Journey to see if your weak stage improved.

⏱ ~30 min to start · 💳 Pro+ · 🎯 Know which of 100+ features you actually need

Why this matters for your business

There's a particular kind of stuck that hits stores between roughly £500k and £5m. Traffic is fine. The product is fine. The site works. And growth has flattened, with no obvious reason.

The instinct is to do more of what you're already doing — more ads, more emails, more discounts. Sometimes that works. Usually it doesn't, because the constraint is somewhere you're not looking. You can double your traffic and change nothing if the leak is at the point where first-time buyers fail to come back.

Growth Science finds the constraint. It grades each stage against an industry benchmark, so a "weak" stage means weak compared with what stores like yours typically achieve — not weak compared with some arbitrary ideal. Then it names the one feature that addresses it.

The second thing it does is quieter but arguably worth more. The Positioning tool asks you to write down who you're for, what you're better at, and who you compete with. That takes twenty minutes. Afterwards, every AI writing tool in the app — ad copy, product descriptions, landing pages, offer design — is fed that context automatically. The difference between generic AI copy and copy that sounds like your brand is almost entirely this.

What this typically unlocks

What you get	Typical result
Knowing which stage is your bottleneck	Immediately, instead of guessing
Choosing among 100+ features	Narrowed to one per weak stage
Quality of AI-written copy	Noticeably better once positioning is filled in
Marketing decisions based on research	Standard, rather than based on opinion
Time to a first meaningful improvement	Days, not months of trial and error

What you actually get

Eight tools. Here's what each one is for, and the research behind it.

Tool	What it does for you	Based on
Journey	Grades 8 funnel stages, finds your weakest	Ryan Deiss's Customer Value Journey; Allan Dib
Positioning	Defines who you're for and why you win — feeds every copy tool	April Dunford, Obviously Awesome
Jobs	Mines your reviews for what customers actually hired you to do	Clayton Christensen, Competing Against Luck
Awareness	Matches your message to how much the reader already knows	Eugene Schwartz, Breakthrough Advertising
Reach	Are you growing by getting new customers, or just re-selling the same ones?	Byron Sharp, How Brands Grow
Offer Lab	Designs a good/better/best pricing ladder using behavioural economics	Thaler, Ariely, Kahneman, Brunson
2nd Purchase	Finds one-time buyers who are due to reorder, and nudges them	Peter Fader, Customer Centricity; Reichheld
UGC	Collects customer photos with proper legal permission	Berger, Cialdini

The order that works best

You can use these in any order, but this sequence produces results fastest:

Journey — find the bottleneck.
Positioning — 20 minutes, and it improves everything downstream.
Whatever Journey told you — the specific fix for your weak stage.
Jobs — feed your customers' actual words back into your copy.
Everything else — as the need arises.

Honesty about what it can measure

Two things worth knowing up front, because they affect how you read the scores:

Scores are relative to benchmark, not absolute truth. A score of 40 means "well below what stores like yours typically do," not "40% correct."
The "Aware" stage is under-counted, and the app says so. It measures visits to your shop — but by definition, someone who never heard of you never visits, so they can't be counted. Read that stage as a floor.

Where a tool can't get enough data to be useful, it tells you it doesn't have enough data rather than producing a confident-looking guess.

How it works (without the technical bits)

Real merchant scenarios

Scenario A — Doubling ads would have changed nothing

Setup. Homeware brand, £1.4m/year, flat for three quarters. The plan was to double the advertising budget.

Journey scores:

Stage	Score	vs benchmark
Aware	71	Fine
Engage	68	Fine
Subscribe	44	Weak
Convert	62	Fine
Excite	51	Below
Ascend	19	Very weak
Advocate	24	Weak
Promote	11	Very weak

What it showed. The front of the funnel was healthy. Almost nobody came back for a second purchase. Doubling ads would have poured more customers into a bucket with a hole in it.

Action. Followed the deep-link from the Ascend stage into the Second Purchase tool, which found 840 one-time buyers sitting in their reorder window.

Result over four months: repeat rate went from 14% to 26%. Revenue up 31% — on the same ad budget.

Scenario B — Twenty minutes that improved everything

Setup. Skincare brand using the app's AI copy tools. The output was competent and completely generic — "premium quality," "carefully crafted," the usual.

Action. Filled in the Positioning canvas: who they compete with, what they do differently (cold-processed, 48-hour batches), who it's really for (sensitive skin, post-treatment), and what category they're in.

What changed. Every copy tool in the app started using that context automatically. No prompts to write, no settings to change.

	Before	After
Ad copy click-through	0.9%	1.7%
Product page conversion	2.1%	2.8%
Time spent editing AI copy	~15 min/piece	~4 min

Twenty minutes of setup. The single best return-per-minute in the whole app.

Scenario C — The words customers actually used

Setup. Outdoor gear retailer. Product pages talked about "technical fabrics" and "articulated construction."

Jobs tool read 400 reviews and found what people actually said they'd bought the product for:

Functional  "Something that doesn't soak through on the school run"
Emotional   "Not looking scruffy at the school gate"
Social      "Doesn't look like hiking gear in town"

Not one customer mentioned articulated construction.

Action. Rewrote the top 20 product pages around those three jobs.

Result. Conversion on those pages up 34%. Returns down 11% — because people now bought the thing that matched what they wanted.

Best practices

✅ Do Journey first, always. It tells you where to spend your attention.

✅ Fill in Positioning in your first week. Everything else in the app gets better once it's there.

✅ Fix one stage at a time. Your weakest stage is holding back everything downstream of it.

✅ Re-check Journey monthly. When a weak stage improves, a different one becomes your new bottleneck.

✅ Use your customers' words, not your own. The Jobs tool exists because the gap between the two is usually large.

✅ Trust "not enough data" messages. They're honest, not broken.

❌ Don't work on a stage just because its score looks low if it's already the best you can do. Compare against the benchmark, not against 100.

❌ Don't treat the Aware score as complete. It can't see people who never visited.

❌ Don't skip Positioning because it's "just a form." It's the input to a dozen other features.

❌ Don't try all eight tools at once. Journey, Positioning, then whatever Journey pointed at.

Plan tiers

Capability	Free	Starter	Pro	Agency	Enterprise
Journey diagnostic	—	—	✓	✓	✓
Positioning canvas + injection	—	—	✓	✓	✓
Jobs-to-be-done mining	—	—	✓	✓	✓
Awareness-stage copy conditioning	—	—	✓	✓	✓
Reach & mental availability	—	—	✓	✓	✓
Offer Lab	—	—	✓	✓	✓
Second Purchase accelerator	—	—	✓	✓	✓
UGC library + rights ledger	—	—	✓	✓	✓
Multi-store journey comparison	—	—	—	✓	✓

Frequently asked

Do I need to read these marketing books? No. The tools apply the ideas for you. The books are cited so you know the thinking is established research rather than something invented for a dashboard.

Which tool should I start with? Journey. It's the diagnostic that tells you which of the others you need.

How often should I check this section? Journey monthly. Positioning once, then whenever your business genuinely changes. The rest when Journey points you at them.

Why is my Aware score low when I get plenty of traffic? That stage measures visits per day against a benchmark, and it can only see people who arrived. If your traffic is genuinely healthy, check the benchmark note on the stage before acting.

Does filling in Positioning change my existing copy? No. It changes what gets generated from that point on. Existing copy stays as it is until you regenerate it.

What happens if I have very few reviews? The Jobs tool needs a minimum amount of customer text to be useful. Below that it tells you so rather than inventing themes from four reviews.

Is any of this automatic? The scoring and mining are. The decisions aren't — every tool proposes, you approve.

In plain English​

How to use it​

Why this matters for your business​

What this typically unlocks​

What you actually get​

The order that works best​

Honesty about what it can measure​

How it works (without the technical bits)​

Real merchant scenarios​

Scenario A — Doubling ads would have changed nothing​

Scenario B — Twenty minutes that improved everything​

Scenario C — The words customers actually used​

Best practices​

Plan tiers​

Frequently asked​

See also​