Diagnosis and growth direction for eCommerce

Find out what is holding back your eCommerce's profitable growth before you invest more.

Verdict connects sales, margin, acquisition, catalogue, stock and conversion to identify which decisions take priority, with the evidence behind them, and to direct their execution.

Request my Verdict Scan See how it works

For eCommerce businesses with enough sales and data to decide on. The Scan is free and asks for no access.

How a decision is written down · example
What is usually reviewed separately
  • Sales
  • Margin
  • Acquisition
  • Catalogue and stock
  • Conversion

Which decision comes first, and with what evidence

For eCommerce businesses that already sell and don't know where to act first.

Verdict needs a business with real operations and data to cross-check. Without that there is no decision to make, only opinions, and we would rather say so before we start.

It fits if

  • Your store already sells and has an order history
  • You have a real catalogue, stock and operation
  • You already invest in acquisition, technology or suppliers
  • You suspect there is room for improvement, but you don't know where
  • You can give access to your data when needed
  • Whoever decides on catalogue, pricing or stock will be involved in the project
  • You want to prioritise on economic criteria, not pile up recommendations

It isn't a priority if

  • You haven't validated the product yet, or you aren't selling
  • You are setting up your first store
  • You are looking for a one-off SEO task, cheap campaigns, content or social media
  • Nobody can implement any of the decisions
  • You expect a guaranteed increase in revenue

If what you need is someone to run a specific channel, we will tell you in our first reply and point you to where it fits better.

Do any of these sound familiar?

They are the ones we hear most often when an eCommerce grows without knowing why, or sells more without earning more.

  • Profitability

    • “We sell more, but we don't know if we earn more.”
    • “We don't know which products can carry the cost of acquisition.”
    • “Free shipping may be eating into the margin.”

  • Data

    • “Google Ads and the store give different figures.”
    • “SEO and Ads both claim the same sales.”
    • “We have traffic, but we don't know which part brings in profitable orders.”

  • Direction

    • “Each supplier optimises its own channel and nobody looks at the business as a whole.”
    • “Lots of actions get proposed and nobody decides which comes first.”
    • “We invest more because we don't know what else to do.”

Your channels don't operate separately, even if your reports do.

Each report looks at its own part and takes it as correct. The expensive problems live in the relationship between two parts that nobody cross-checks.

  • Advertising and margin A campaign can sell a lot and destroy margin. The Ads dashboard doesn't know how much each product leaves.
  • SEO and orders SEO can bring in traffic that doesn't end in orders. Rankings don't tell you which visits buy.
  • Product and costs A product looks profitable until shipping, returns and payment gateway fees come in. Those costs live in other systems.
  • Campaigns and stock A campaign can work and run out of stock to sell. Whoever measures the campaign can't see the inventory.
  • Suppliers and business A supplier can improve its channel and worsen the overall result. Each one answers for its own metric, not for the total.

Verdict doesn't start with SEO, Ads or CRO. It starts with the problem.

First we identify what is holding back profitable growth. Only then do we decide which discipline is needed, and sometimes the answer is not to invest in any of them yet.

What doesn't set the priority
  • The number of errors found.
  • The technical severity of an isolated fault.
  • What is fashionable in the sector.
  • What each supplier prefers.
  • The channel someone wants to sell you.
What does set it
  • The evidence behind it.
  • The economic impact, as a range or declared as not calculable.
  • The dependencies: what unlocks what.
  • The real capacity to implement it.
  • The risk of doing it and of not doing it.
  • The time until a result shows.
  • The quality of the data that measures it.

That is why a Verdict conclusion can be “this isn't worth doing yet”. Ruling something out with a reason is also a decision.

How we get from a data point to a decision.

Always in the same order. No action starts before we know what justifies it, and none carries on without checking whether it works.

  1. We observeWhat can be seen from outside and what your data says, each with its source and its date.
  2. We cross-checkStore against analytics against advertising. If the figures don't match, that difference is the first finding.
  3. We confirmWe separate what is observed, what is estimated and what is still a hypothesis. What can't be measured is declared, not filled in.
  4. We decideWhat comes first, what is ruled out and what isn't worth doing yet, with the reason written down.
  5. We execute or coordinateWith your team and your suppliers. Every action has an owner, a date and the metric it should change.
  6. We measureAgainst what was written down before starting, not against whatever suits us afterwards.
  7. We correctKeep, correct or stop. If new data contradicts a decision, it is reviewed in writing.

A journey in layers. Each one has to earn the next.

You start without giving any access and at no cost. Your internal data is only opened if the Scan and the conversation that follows show it is worth it.

  1. Verdict Scan

    Free · no access Uses public information

    We review a sample of your store from outside and send you up to three verifiable signals, with their evidence and with what can't be known without your data. It doesn't diagnose the business: it helps decide whether it is worth going deeper.

    What the Scan includes
  2. If something is worth checking

  3. Findings review

    One conversation Uses the Scan findings

    We go through what came up with you, clarify what can be confirmed with data and what can't, and decide whether it makes sense to open your internal data. It is not a sales call: it is the continuation of the analysis.

  4. If opening your data could change a decision

  5. Radiografía

    First paid layer Uses your internal data, read-only

    The Radiografía, our in-depth diagnosis, connects your store, analytics, Search Console, advertising, Merchant Center and costs to confirm what is holding back profitable growth. It ends in decisions with their evidence, their declared limits and a plan.

    What the Radiografía involves
  6. If there are confirmed decisions to execute

  7. Verdict 90

    90-day direction cycle Internal data and execution

    It turns those decisions into actions with an owner and a date, oversees their implementation with your team and your suppliers, and checks whether the metric moves in order to keep, correct or stop each action.

    How Verdict 90 works
  8. Only if there is still something to monitor or decide

  9. Continuity

    Optional

    Reviewing decisions, monitoring changes in acquisition, margin, stock or sales concentration, maintaining measurement and opening a new cycle when another priority appears.

You can stop at any layer. The Scan is free. The Radiografía and Verdict 90 are contracted separately: after the conversation you will receive a fixed scope and price before anything starts.

Finding, evidence, decision and metric.

An example built to show the reasoning. It is not a client or a real result: it is the structure every decision follows.

Illustrative example · not a real case

The traffic you already pay for lands on product pages that can't sell.

  1. FindingPart of the paid and organic visits land on products listed as out of stock.
  2. EvidenceVisits per product page in analytics, stock status in the store and spend per product in Google Ads, for the same dates.
  3. Cross-checkBefore concluding anything: could those products be bought on those dates? Do they all sell every month? Zero stock can be normal turnover, not a stockout.
  4. Decision Restock the lines with demand that really were out of stock, and stop bidding on them while there is no stock. Raise the advertising budget this quarter: it would feed the same problem.
  5. Metric and conditionConversion on the recovered product pages and spend on out-of-stock products. On the review date: if it doesn't move, it is corrected; if it gets worse, it is stopped.

Every figure is labelled: observed in your data, estimated as a range, hypothesis pending cross-check, or insufficient information, naming the missing data. How the Radiografía works →

Client cases

We don't publish cases yet. When we do, it will be with the client's permission, and every case will cover these seven points. Without them, it doesn't get published.

  • Starting situation
  • Contradiction detected
  • Data used
  • Decision taken
  • What was ruled out
  • What happened next
  • What can't be attributed to Verdict

What you get at each layer, and what you don't.

Each step leaves you with something useful on its own. If you decide not to continue, what you have received is still yours.

Comparison of Verdict Scan, Radiografía and Verdict 90
AspectVerdict ScanRadiografíaVerdict 90
Data it uses Public information from your website and what you declare in the request Store, analytics, Search Console, advertising, Merchant Center and costs, read-only The Radiografía's data, updated during the cycle
What you get Up to three signals with evidence, and what can't be known from outside Findings with evidence, impact as a range, limits, proposed decisions and a plan Actions with an owner and a date, follow-up, measurement and a decision log
What it doesn't include Economic impact, causes, priorities or a plan Implementation or channel management Day-to-day campaign management, custom development or high-volume production
Cost Free Fixed scope and price before starting Fixed scope and price before starting

Who leads it.

Portrait of Javier Benito
Javier Benito · creator and director of Verdict

Verdict was created and is led by Javier Benito, a digital marketing consultant since 2015. SEO is his speciality, and on that basis he works on acquisition, Google Ads and analytics, with more than 30 clients ranging from growing eCommerce businesses to large companies.

  • He reviews the findings before they reach you and is accountable for the decisions proposed.
  • He is in the conversations that matter: the findings review, the presentation of the Radiografía and the decision meetings.
  • If a decision needs a specialist, the proposal says who they are and what they do. Their work is never presented as our own.
  • Verdict is not a large consultancy and has no team of experts behind it. It is a proprietary system that cross-checks your sources and applies evidence rules; the interpretation and the decisions are reviewed by a person.
More about Javier at javibenito.com (in Spanish)

Frequently asked questions.

Is Verdict a marketing agency?
No. Verdict doesn't sell channels or management hours. It identifies what is holding back profitable growth, decides what comes first and directs its execution with your team and your suppliers. When a decision requires SEO, advertising or development work, it specifies who does it.
How is it different from Enlairar?
Enlairar is the SEO, GEO, Google Ads, analytics and web agency that Javier Benito also runs. If what you need is someone to run a channel on an ongoing basis, it is a better fit there. If you don't know what is holding back your eCommerce and the problem cuts across channels, catalogue, operations and margin, it fits Verdict.
What is free and what is paid?
The Verdict Scan is free, and so is the conversation to review its findings. The Radiografía and Verdict 90 are paid. After the conversation you will receive a fixed scope and price before anything starts, and there is nothing to pay until you accept them.
Why don't you publish prices?
Because the scope depends on how many sources need to be connected and how many decisions are worth opening up, and that can't be known before seeing your case. Putting a figure on it beforehand would mean inventing the scope to justify the number.
What data do you ask for, and when?
For the Scan, only your store's address and a little context: no access and no passwords. For the Radiografía, read-only access to your store, analytics, Search Console, advertising and Merchant Center, plus your product costs. Before anything is connected, a data processing agreement is signed.
Do you guarantee an increase in sales?
No. Many eCommerce levers take more than 90 days to pay off and depend on decisions we don't control. What we commit to is the process: reviewed data, decisions with reasons, actions with owners and honest measurement of what is done, including when it doesn't work.
What if the Scan finds nothing?
We will tell you. The Scan shows up to three signals, never three for the sake of it, and it may show none. Finding nothing doesn't mean your store is fine: it means there is nothing that can be stated with evidence from outside.
What if my data isn't enough to decide?
We declare what is missing, who has it and which decisions can't be taken as a result. Sometimes a provisional decision is possible, with the risk written down and a review date; other times, the honest thing is not to decide yet.
Can I start directly with the Radiografía?
Yes. Say so in the comment field of the Scan request and we will discuss it in our first reply.
Do I have to hire Verdict 90 afterwards?
No. The Radiografía can be contracted on its own and the plan is yours: you can carry it out with your team. Verdict 90 and continuity are only proposed if there are decisions worth directing.

Start by seeing what can be stated from outside.

The Verdict Scan is free, asks for no access and tells you, with evidence, what can be stated about your store without your data. And what can't.

Request my Verdict Scan What the Scan includes

Free · no access or passwords · reviewed by a person before it is sent