Lumos — NotesWorking notes on D2C growth from the founders of Lumos.https://lumosdigital.co.uk/ROAS is the wrong number to run your ecommerce ads onhttps://lumosdigital.co.uk/notes/roas-vs-contribution/https://lumosdigital.co.uk/notes/roas-vs-contribution/A 4x ROAS can lose money while a 2x makes it. Why we judge ecommerce ads on contribution, not ROAS, and the simple way to start doing the same.Fri, 17 Jul 2026 00:00:00 GMTPaidAndy LochtieThe five places your Shopify store leaks money before you spend more on adshttps://lumosdigital.co.uk/notes/shopify-store-leaks-money/https://lumosdigital.co.uk/notes/shopify-store-leaks-money/The cheapest growth is the traffic you're already paying for. The five places a Shopify store leaks money, and the order we'd fix them first.Fri, 17 Jul 2026 00:00:00 GMTCRONathan PearsonHow to find the wasted spend hiding in your Google Ads accounthttps://lumosdigital.co.uk/notes/wasted-google-ads-spend/https://lumosdigital.co.uk/notes/wasted-google-ads-spend/Most ecommerce Google Ads accounts quietly waste 20 to 40% of their budget. Where it hides, and how to find it in an afternoon.Wed, 08 Jul 2026 00:00:00 GMTPaidAndy LochtieA Shopify migration SEO checklist that protects your rankingshttps://lumosdigital.co.uk/notes/shopify-migration-seo-checklist/https://lumosdigital.co.uk/notes/shopify-migration-seo-checklist/Replatforming is where brands quietly lose a third of their organic traffic. The checklist we use to launch without losing a ranking.Wed, 24 Jun 2026 00:00:00 GMTSEONathan PearsonThe win-back flow: the highest-ROI email almost nobody sets uphttps://lumosdigital.co.uk/notes/klaviyo-win-back-flow/https://lumosdigital.co.uk/notes/klaviyo-win-back-flow/The win-back flow for lapsed customers is quietly the highest-return automation in Klaviyo. Here is how to build it properly.Wed, 10 Jun 2026 00:00:00 GMTLifecycleNathan PearsonWhy most Shopify SEO advice falls apart past £100k a monthhttps://lumosdigital.co.uk/notes/shopify-seo-at-scale/https://lumosdigital.co.uk/notes/shopify-seo-at-scale/The advice written for a five-product store doesn't survive contact with a 400-SKU catalogue. What actually changes at scale, and the order we'd fix it in.Tue, 12 May 2026 00:00:00 GMTSEONathan PearsonThe case for boring emailhttps://lumosdigital.co.uk/notes/boring-email/https://lumosdigital.co.uk/notes/boring-email/D2C brands keep treating their list like a megaphone. The brands compounding fastest treat it like a quiet, recurring conversation.Tue, 28 Apr 2026 00:00:00 GMTLifecycleNathan PearsonThe third month of a paid programme tells you everythinghttps://lumosdigital.co.uk/notes/third-month-paid/https://lumosdigital.co.uk/notes/third-month-paid/Month one is setup. Month two is luck. Month three is the first read you can actually trust.Tue, 14 Apr 2026 00:00:00 GMTPaidAndy Lochtie