Q4 Funnels from €100M+ e-commerce Brands
Last year I spent 30 hours tearing down two DTC funnels before Black Friday. This year we did eight. \- ZARA (€28+ billion in net sales in 2025)
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\- Mango (€3.8 billion in 2025, a third of it online)
\- Charlotte Tilbury (£539 million, Puig's #1 makeup brand)
\- UNIQLO (€19 billion at group level in FY2025)
...Plus four European DTC brands: Acne Studios. Samsøe Samsøe. BYOMA. FOREO.
I spotted many things that were great - and a few that weren’t.
All of this was backed by our data from running more than 4,000 A/B tests.
If you're locking your Q4 roadmap this month, steal from this file.
𝗜𝗳 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 𝗳𝘂𝗹𝗹 𝗮𝗰𝗰𝗲𝘀𝘀 𝘁𝗼 𝘁𝗵𝗲 𝗤𝟰 𝘁𝗲𝗮𝗿𝗱𝗼𝘄𝗻:
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