What this is. One card per proposed action — the problem, the evidence behind it, the effort, the expected effect, what it depends on, and a decision control. Pick Approve / Change / Drop / Defer for each lever, add a note if you like, then hit “Email my decisions” at the bottom.
The anchor is August. Availability is the most urgent, time-critical theme — the relaunch is planned around the August restock (Granatapfel bag-in-box early August; Sellerie back now; rolling restock thereafter). Everything else is sequenced behind getting the bestsellers back in stock.
Availability — do first (the August anchor)
H1 — Stock relaunch — get the bestsellers and the entry Saftkur back in stock
Problem
65 active variants are out of stock (snapshot 2026-06-10), including 3 Saftkuren — among them the 3-day entry product — the whole Fireball 300ml line and the Granatapfel bag-in-box. While the entry juice cure is out of stock, conversion is held down right now.
Evidence
65 active OOS variants; CR dip aligned with OOS, supported; producer ETA / August anchor, issue #8
Effort
Medium
Expected effect
Restoring availability lifts conversion back toward the 2025 baseline (GA4-directional 4–6%) and away from the spring-2026 OOS-depressed state.
Depends on
August anchor: Granatapfel bag-in-box early August 2026; Sellerie bag-in-box back now; rolling restock thereafter; Producer ETA (bottling-machine repair); 300ml maxi-shots de-prioritised (on-demand/B2B only)
N1 — Relaunch campaign as the bracket over stock + B2B + email
Problem
The single most time-critical lever: a coordinated relaunch campaign tying together H1 (stock back), H2 (B2B), and H9 (email) around the August anchor. OOS is depressing conversion now; the back-in-stock infrastructure (Klaviyo flow) is already live.
Evidence
OOS depresses CR now; relaunch bracket = most time-critical; back-in-stock flow live and sending
Effort
Large
Expected effect
Concentrates the recovery into one timed moment (August) instead of scattered fixes — the highest-leverage single play.
Depends on
August anchor (H1 stock); the back-in-stock flow; coordinated email + B2B
Email is a working channel (17.4% of B2C revenue, model-bound) but reach is tiny: of 34,965 B2C profiles only 3,514 (10%) are on the newsletter list. The reach gap is an import artifact (Aug-2023 migration, mostly already unsubscribed) — not a re-permission play on the legacy 30k. The real lever is stopping churn + acquiring new subscribers; the UTM-tagging fix is green-lit (Fred implements).
Evidence
channel works, reach gap = import artifact, issue #8; 34,965 profiles vs 3,514 newsletter; 29 email sessions vs 17,692 flow mails — UTM loss
Effort
Medium
Expected effect
Halts subscriber decay (~44/month), grows the reachable list, and makes email attribution visible again (UTM fix) so remedy effects can be measured.
Depends on
Klaviyo UI access (build); double-opt-in obligation; no re-permission on legacy 30k
N2 — Make new-customer acquisition the measurable primary goal
Problem
First-order B2C cohorts fell 1,528 (2023) → 1,071 (2024) → 955 (2025) → 233 (2026 YTD, partial). The hole is new-customer acquisition, not retention (repeat share is rising). Paid social was switched off (budget, July 2022), a second driver of the gap.
Evidence
cohorts 1528→955→233; paid shutdown
Effort
Medium
Expected effect
Sets new-customer count as the headline KPI so remedy work is judged on acquisition, not just traffic.
New B2B customers arrive anecdotally; there is no repeatable funnel. A B2B onboarding LP (SparkLayer) turns ad-hoc wholesale interest into a repeatable intake.
A repeatable B2B intake funnel; uses the issue-#8 capability content (MOQ ~€200 local / ~€1,500 hub, formats 60ml–1000ml + BiB, lead-times 3d/2w, CTA to the B2B order inbox).
Depends on
B2B capability content (N10); separate channel — B2B accounts are email-unsubscribed
N10 — B2B capability content / landing pages
Problem
Rather than reconstruct B2B causality (operator domain), make the B2B capabilities of I·DO/antidote visible: white-label / co-manufacturing, HPP expertise, production & supply-chain, route-to-market. The content is delivered (issue #8): MOQ tiers, formats 60ml–1000ml + BiB 1.5–20L, lead-times 3d/2w, CTA to the B2B order inbox.
Turns latent B2B capability into a visible, pitchable surface; feeds the N5 onboarding LP.
Depends on
Verify the 'lowest MOQ in market' claim before publish (or soften to 'one of the lowest'); separate channel (B2B unsubscribed)
N11 — Automated B2B one-off deals on remaining stock
Problem
Remaining stock and short shelf-life windows are an easy reactivation reason for known B2B accounts: a 'take it or leave it' offer mail — and automate it (trigger: remaining stock / best-before window → offer mail to the B2B list). B2B accounts are all email-unsubscribed, so this needs a separate transactional/direct channel, not Klaviyo marketing.
Low-friction B2B reactivation that also clears remaining/short-dated stock; automatable on a stock/best-before trigger.
Depends on
OPEN: legal/consent question for B2B direct mail; best-before / inventory data source; separate channel
SEO & content — the mid-term track
H3 — Limit the /en locale so it stops being served to German visitors
Problem
The /en locale is published and globally routed via domain localization, but it is largely served to DE visitors — a shadow locale that does not convert EN demand (Spec 005 W8 config truth).
Evidence
/en published + globally routed, authoritative; j: /en served to DE at 365d
Effort
Small
Expected effect
Cleaner locale routing; removes a duplicate-content / wrong-language surface for DE users.
H4 — Fix the dead DPD shipping tiers and clean up broken redirects
Problem
Two things: (a) three DPD shipping tiers carry €5,000 thresholds in the Delivery Profiles — almost certainly a €50 decimal error, so they never fire; dead weight. (b) Redirect hygiene: real 404s such as /collections/saftkur need redirects.
Evidence
the three DPD tiers carry €5,000/€5,120/€5,200 thresholds — almost certainly €50/€51.20/€52 decimal errors, so they never fire; DPD tiers + redirect hygiene
Effort
Small
Expected effect
Correct shipping thresholds at cart; fewer dead-end 404s losing intent.
Depends on
Delivery Profiles + URL redirects (operator)
H5 — Build a /rabatt discount landing page
Problem
There is a '20% Rabatt' promo strip but /pages/rabatt is a 404; the DealEasy volume mechanic (fixed 2/3/4 € per item, B2C-only) is real but has no landing surface that explains it. Discount intent ('ido bio gutschein' ranks position 1 on the gift-card PDP) is mismatched.
PDPs are missing Product JSON-LD and FAQ pages are missing FAQ schema; the Loox review program is active (732 reward codes) but review stars are not surfaced in search results.
Evidence
no-product-schema-on-pdp, no-faq-schema rules; JSON-LD incl. review stars, Loox active
Effort
Medium
Expected effect
Rich results / review stars in the SERP — higher click-through on existing rankings.
Depends on
Loox review data present
H7 — Rewrite titles/meta and fix orphan pages
Problem
The content audit found 106 title-tag-length issues and 12 missing meta descriptions across the catalogue, plus internal-link orphans — the on-page basics that depress click-through and crawl signals.
Better SERP titles/descriptions and internal linking — incremental organic CTR and relevance.
Depends on
The refreshed backlog (this spec) supplies the per-URL work list
H8 — Wire a Blog→PDP funnel so blog reach turns into sales
Problem
Blogs draw 31,505 sessions but convert at 0.4%, versus PDP 13.7% / Home 14.7% / Collection 11.9%. The reach is there but blog readers never reach a product page.
Evidence
Blog 0.4% CR vs PDP 13.7%; supported, high confidence
Effort
Medium
Expected effect
Converting even a fraction of blog reach into PDP traffic is high-leverage given the 0.4%→13.7% gap.
Depends on
Internal links from blog posts to the matching collection/PDP
N4 — Build a 'where to buy' retailer page
Problem
Retailers (Edeka, Bio Company, denn's) already rank via blog posts; there is no canonical page capturing retail intent — which would also support the B2B pitch.
Evidence
Wo-kaufen page, retailers rank via blogs
Effort
Medium
Expected effect
Captures retail-intent searches and gives a credible storefront for the B2B/stockist story.
Depends on
Current stockist list (operator input)
N6 — Consolidate the antidote.bio legacy brand
Problem
Old antidote.bio brand queries still rank on blog content; the legacy brand surface is fragmented and dilutes the I·DO brand. (Includes removing the discontinued Quanticfy/TQF leftovers — no active sends.)
Consolidated brand equity onto I·DO; removes dead third-party app residue.
Depends on
Inventory of antidote.* service accounts + Quanticfy/TQF settings
N8 — Season playbook Q4→Jan (the Saftkur peak)
Problem
The Saftkur peak is seasonal (Q4→January); there is no timed playbook tying content, stock and email to the season curve the demand series now provides.
Evidence
season curve; season playbook Q4→Jan
Effort
Medium
Expected effect
A repeatable, timed Q4→Jan campaign so the highest-intent season is not improvised.
Depends on
Stock secured for the season; content + email scheduled
Measurement & exploratory
H2 — B2B win-back for accounts ranked 2–5 (optional, operator-coupled)
Problem
B2B ranks 2–5 are all zero in 2026; the broad B2B base collapsed. Before any outreach we need to sort who left and why — out-of-stock B2B SKUs may be a cause.
Evidence
top-1 B2B = 94% of 2026 B2B; ranks 2–5 zero; two businesses, one shop
Effort
Medium
Expected effect
Directional recovery of the broad B2B base; kept optional because B2B causality is operator-domain and coupled to B2B SKU availability.
Depends on
B2B SKU availability (stock); Operator sort of who churned and why
N3 — Evaluate a subscription / replenishment offer (greenfield)
Problem
There are 0 Selling Plans in the store — subscriptions are greenfield. Saftkur/shot replenishment fits the rising repeat-customer pattern, but enabling it may need an app (an investment question).
Evidence
0 Selling Plans = greenfield; repeat share rising
Effort
Large
Expected effect
Recurring revenue from existing repeat buyers; explored, not committed — sized as an invest decision first.
Depends on
Subscription app selection / investment decision
N7 — GA4 evaluation as the remedy measurement baseline (done via Block B)
Problem
Remedy effects are invisible without a conversion baseline and funnel. GA4 access was secured and the baseline + funnel + channel-mix are now in hand (Block B) — this lever is largely delivered; the decision is to keep using it for remedy measurement (GA4 ≈ ⅓ of Shopify B2C, directional).
Evidence
demand-series, funnel, landing, channel-mix; ERLEDIGT durch Block B
Effort
Small
Expected effect
A directional conversion baseline (2025 CR 4–6%) and funnel against which every remedy can be measured.
Paid (Meta + Google) stopped July 2022 on budget, not performance. The Meta-Pixel is a gap (a freelancer hardcoded fbq in the theme, never migrated to Customer Events; slot empty). Newly surfaced: Google Ads still runs via the Order Legend app with unknown performance — a possible spend leak needing an audit. The pixel fix is green-lit / in progress; a paid restart is possible post-August.
