Marketing performance review between Asymmetric (Karly Oykhman, Avokerie Onorimuo) and Sam Flynn. The session covered 2025 traffic vs. sales analysis, subwoofer campaign timing, a multi-channel Google review push, and several pending website fixes. A central tension emerged: organic traffic grew significantly in 2025, but sales declined from 2024 — the team aligned on diagnosing whether the gap is a lead volume problem or a closing rate problem.
Attendees:
- Sam Flynn — Flynn Audio (external)
- Karly Oykhman — Asymmetric
- Avokerie Onorimuo — Asymmetric
Source: Fathom recording
The problem: Website traffic grew in 2025 (organic up significantly, direct traffic high), but sales declined from 2024. Sam noted he has been "feeling the squeeze for 13 months" and is trying to determine whether the issue is insufficient leads, poor closing rates, or external pricing pressure (tariffs, cost of living).
Data reviewed:
- Google Analytics — organic traffic up, paid traffic down. Direct traffic is high, largely attributed to Sam sharing product links directly with customers.
- Microsoft Clarity — heatmap and behavior tool. Key signals: rage clicks (repeated clicks on non-functional elements) flag design problems; dead clicks less reliable in this tool.
- Ahrefs — positive trends in keywords, backlinks, referring domains, and AI citations (Gemini and ChatGPT). Blog FAQ sections are driving AI citation pickups. Domain Rating remains low and needs improvement.
International traffic note: Some traffic from China and other countries was flagged. Confirmed not a paid concern — ads are geo-targeted to a 30–50 mile radius from the shop.
Diagnosis plan: Karly to export form submission data (website + Go High Level) and send to Sam. Sam to layer in job conversion counts to determine lead-to-close ratio by period.
"Is it that the website is sending me more leads and we're just not closing them, or are we being priced out?" — Sam Flynn
Current state: 204 reviews. Goal: ~500. Competitor reference: AMS has 166; Tint World (newer) has 81.
In-store tactics:
- QR code flyer/sticker — Asymmetric will create a custom, trackable QR code. Placement options discussed: monitor sticker at front desk, corner of the service counter table.
- NFC/QR placards — Sam referenced TapsReviews.com (~$25/unit). Karly to provide a quote for custom-produced alternatives. Recommended placement: front desk area and waiting room side table. Two units suggested.
- NFC confirmed to work on modern iPhones.
Digital tactics:
- Post-sale follow-up emails — Sam already sends manual follow-ups by reviewing sent mail ~1 month back. Karly to provide review link copy to append.
- Receipt emails — Sam's inventory software sends a plain-text email with PDF receipt attached. Tested during the call: raw URLs do render as clickable links; HTML does not work. Plan: add review link to the plain-text body. Sam can remove it selectively for unhappy customers before sending.
- Email signature variant — Sam to create a separate signature with the review link for selective use on appropriate outgoing emails (not general inquiry responses).
- Reputation defense doc — Karly to send guidance for responding to all reviews (positive, neutral, negative), incorporating brand name, location, and service keywords for SEO value.
Open-box checkout (WooCommerce):
- A customer purchased an open-box item online and expected it to ship, despite local-pickup-only policy.
- Current flow has optional install/pickup checkboxes — customer selected neither and assumed shipping.
- Fix: Remove both checkboxes. Add a single required acknowledgment checkbox ("I understand this item is for local pickup only"). Add bold notice above it. Add smaller-text prompt below directing customers to use the order notes field if they want installation.
- Jeff also flagged MaxMine geolocation (WooCommerce) as an option to restrict purchases to Wisconsin billing addresses as an additional layer.
Product & SEO audit:
- Full website audit underway — cataloging all products with missing descriptions.
- Many missing descriptions are from Crutchfield-sourced listings that were removed.
- Once audit is complete (~1 week), Asymmetric will draft SEO-optimized descriptions for all gaps and send to Sam for approval before publishing.
New product listings:
- LED headlight SKUs being added to the site (in progress).
- Sam to email Karly a list of ~4 additional products and open-box items to add to the shopping page.
Service pages:
- New service pages are live but Sam hasn't reviewed them yet. Sam to review and send feedback to Karly.
| Owner | Action |
|---|---|
| Sam | Send final subwoofer campaign image to Karly |
| Karly | Schedule subwoofer campaign send for Feb 15–Mar 1 once image received |
| Karly | Export form submissions (website backend + Go High Level); send to Sam by EOD Feb 3 |
| Sam | Add job conversion data to form submission export; share back with Karly |
| Karly | Implement WooCommerce open-box checkout fix (required pickup checkbox, bold notice, install-notes CTA) |
| Karly | Draft missing product descriptions; send to Sam for approval |
| Sam | Review new service pages; send feedback to Karly |
| Karly | Design/produce 2 QR/NFC review stands; provide quote for custom placards |
| Karly | Send review-link copy and reputation-defense doc to Sam |
| Sam | Add review link to post-sale follow-up emails and receipt email body |
| Sam | Create separate email signature variant with review link |
| Sam | Email Karly list of ~4 products + open-box items for shopping page |