Launching a paddleboard range and reading the Surf customer journey

• 150 000 €revenue target for the season
• +15 %mobile conversion target
• 5AARRR stages with targets

Context

Two deliverables around the same season. First, the launch plan for a new paddleboard range from June to September 2025. Then, an analysis of the digital journey of Surf category visitors to find what holds back summer sales.

What I did

• Led the project: scoping, work split and consolidation of both deliverables.
• One target per stage of the AARRR funnel: 1,000 sales, 600 paddle guide downloads, 60% retention over four months, 10% referrals and €150,000 in revenue.
• The mix to get there: Meta, TikTok and YouTube ads targeting the community of paddle champion Titouan Puyo, retargeting, Google search and display ads, welcome emails, a beginner programme in the Decathlon Coach app, referrals and UGC with #PaddleAvecDecathlon.
• A Looker Studio dashboard for June–August 2025: daily cart-to-purchase conversion, performance by traffic source, device split, filters and calculated KPIs.
• Reading the dashboard, using AI to structure the analysis: 3.2% overall conversion against a 4.5% industry average, 60% of traffic on mobile but 2.5% mobile conversion against 4.8% on desktop, social at 1.8%.

Results

• A SMART goal: +15% mobile conversion on the Surf category by 31 August 2025, with a three-step plan (technical audit, faster load times, a checkout cut to three steps).
• A reporting rhythm: weekly KPI check, monthly action review, quarterly assessment.