Tuned to your kind of business.
Two things decide how you get scored. First your business type: lead-gen and e-commerce carry different category weights, because a booked job is not a basket. Then your segment: a coffee roaster is not a fashion label. Neither of them is a generic e-commerce average.
B2B is not an afterthought. It is a different model.
Before a single benchmark is applied, the engine picks a scoring model from your business type. Lead-gen is not e-commerce with the words swapped: the weights move, and the e-commerce-only signals are dropped instead of scored as zero. These are the real weights the engine uses.
- ✓Marketing and tracking weigh more for lead-gen: with no order value to measure, the quality of the click and of the measurement is the outcome.
- ✓Brand weighs less for lead-gen: a local carpenter wins on being findable and trusted in their service area, not on national brand search.
- ✓E-commerce-only signals (cart abandonment, product-page conversion, checkout funnel, email revenue share) are excluded from a lead-gen score, never counted as a failure.
| E-commerce | Lead-gen / B2B | |
|---|---|---|
| Marketing | 25% | 30% |
| Website | 25% | 25% |
| Tracking | 15% | 20% |
| Brand | 35% | 25% |
Same engine, same explainability, different arithmetic. Your business type is set at onboarding and can be changed at any time.
Coffee & tea
Subscription-heavy, repeat-purchase driven. The engine weighs email and retention signals more heavily than a one-off apparel purchase would.
- ✓Subscription win-back flows tuned to your repurchase cycle
- ✓SEO around brew methods and roast profiles
- ✓PDP trust signals for origin and freshness
Fashion & apparel
Higher AOV, higher cart abandonment, size/fit friction. Benchmarks account for return rate pressure that other segments don't see.
- ✓Size-guide and fit-confidence PDP fixes
- ✓Retargeting sequences timed to abandonment patterns
- ✓Brand-search protection for peak seasons
Beauty & skincare
Review-driven and ingredient-conscious buyers. Trust signals (reviews, certifications, UGC) carry outsized weight in the brand discipline.
- ✓Trustpilot and UGC surfacing on high-intent pages
- ✓Ingredient/benefit-led SEO content
- ✓Post-purchase flows building toward routines, not one-offs
Home & interior
Longer consideration cycles, higher AOV, lower purchase frequency. The roadmap leans on nurture and paid retargeting over quick-fire email.
- ✓Long-cycle nurture sequences instead of aggressive discounting
- ✓Room-inspiration content for organic discovery
- ✓Shipping and returns clarity on big-ticket PDPs
Trades & services
Lead-gen, not e-commerce. The whole scoring model shifts from revenue-per-order to cost-per-qualified-lead and local search visibility.
- ✓Local landing pages per service area
- ✓Call-tracking and form-submit tracking setup
- ✓Review-volume plays for map-pack visibility
B2B & wholesale
Fewer customers, bigger baskets, longer relationships. Scored on the lead-gen model, so reorder rate, quote-to-order friction and account-level economics carry the weight instead of one-off conversion rates, and cart/PDP signals are left out rather than held against you.
- ✓Reorder flows and account-based email for existing customers
- ✓Price-list and login friction audits on the webshop
- ✓LinkedIn plus branded search coverage for buying committees
Pet & lifestyle
Recurring-consumable categories with strong subscribe-and-save potential. Retention and LTV weigh more than first-order economics alone.
- ✓Subscribe-and-save prompts at the right lifecycle moment
- ✓Breed/life-stage-targeted content and email segments
- ✓Loyalty and referral flows for high-frequency buyers
Don't see your segment?
The taxonomy keeps growing. Until your segment gets its own priors, the engine falls back to your closest business type and market averages.
Get benchmarked against your segment.
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