# Eurolux Australia: money model workings Prepared by Team Empathy, 2 November 2026, for the Search & AI strategy at https://eurolux-report.teamempathy.co.nz. Every input below comes from Eurolux's own Google Analytics 4 or from Google Keyword Planner data (via DataForSEO), and every result is reproducible from the inputs with the formulas shown. Market: Australia, online store, non-branded search only. Currency: Australian dollars. ## 1. Why this runs on Google Analytics - **Search Console** (sc-domain:eurolux-australia.com.au) is verified but holds no data yet, so there is no query data. Each Analytics visit from Google organic stands in for a Search Console click (visits per click = 1.0). - **Shopify** access is collaborator-only, so conversion, order value and first-order share are Analytics figures. - Analytics records revenue in **US dollars**. Every revenue figure is converted at **1.4207 AUD per USD**, FX collector, mean of 92 AUD/USD readings May-Oct 2026. - Analytics recorded almost nothing from **20 July to 2 September 2026**, after the May 2026 move from Neto to Shopify. August 2026 is missing and late July is partial. ## 2. Branded versus non-branded (landing-page split) Without query data the split is made on the landing page of each Google organic visit from Australia. Branded = the homepage, /collections/aquablade (where aquablade.com.au and "aquablade" searches land), the old /aqua-blade address, /collections and /collections/all, the cart, and the about, contact, scam-alert and cookware pages. Everything else (product pages, the trimmer and broom collections, guides) = non-branded. "(not set)" landings are shared pro rata. - Post-move window, 3 Sep to 31 Oct 2026 (59 days): 3,188 Google organic visits from Australia, 1,302 non-branded (40.8%), 1,886 branded. - Twelve months to October 2026: 22,138 visits, 10,381 non-branded (46.9%), 869 non-branded purchases, A$81,815 non-branded revenue and A$100,672 branded revenue. - Cross-check: Keyword Planner puts searches for the brand at about 2,290 a month. At a typical own-brand click rate that alone would explain most of today's visits, so the landing split (which leaves more traffic non-branded) is the generous read of today, and so the cautious read of the upside. ## 3. The market Candidates came from DataForSEO Labs' keyword suggestions across 34 seeds (top 200 per seed, 10+ searches a month). A term is kept only if it names the territory's product or job, with brands, retailers, services, car, floor and machine searches, and offshore terms stripped. Variants Google folds together are counted once. Volumes are Google Keyword Planner's figure for Australia. | Territory | Terms | Measured searches / mo | With long tail (x 1.35) / mo | |---|---|---|---| | Window cleaning | 353 | 41,690 | 56,282 | | Outdoor sweeping | 156 | 9,220 | 12,447 | | Trimming and edge care | 144 | 18,550 | 25,042 | | **Total** | | **69,460** | **93,771** (1,125,252 a year) | Note on "squeegee" (9,900 a month): it is counted in window cleaning, though some of those searches are for floor and car squeegees. The measured basket the content plan targets is 63,970 searches a month across 183 keywords. ## 4. The chain ``` winnable pool / yr = total searches / yr x 0.20 = 1,125,252 x 0.20 = 225,050 today clicks / yr = non-branded visits (59 days) x 365/59 = 8,053 share today = today clicks / pool = 3.58% share last year = (Nov 2024-Oct 2025 visits 49,036 x 46.9% non-branded) / pool = 10.22% share at peak = (Jul-Sep 2025 avg 5,927/mo x 12 x 46.9%) / pool = 14.82% conversion (cr) = non-branded purchases / visits, 12 mo = 8.3712% order value (aov) = US$66.27 x 1.4207 = A$94.15 value per click = cr x aov = A$7.88 gross revenue / yr = clicks x value per click net revenue / yr = gross x (1 - 3% assumed returns) new customers / yr = orders x first-order share (74.5%, share of Google organic AU purchases from new visitors in Analytics; Analytics' own first-time purchaser count is higher, so this is the cautious read) first-order value = new customers x aov first-year value = new customers x aov x 1.1 (projected) three-year value = new customers x aov x 1.25 (projected) ``` Cases: conservative = 7% (halfway back to last year's share), mid = 10% (last year's share), high = 14% (the July to September 2025 pace). | Case | Share | Clicks / yr | Orders / yr | New customers / yr | Gross / yr | Net / yr | First-order / yr | First-year / yr (projected) | Three-year / yr (projected) | |---|---|---|---|---|---|---|---|---|---| | Today | 3.58% | 8,053 | 674 | 502 | A$63,469 | A$61,565 | A$47,255 | A$51,981 | A$59,069 | | Conservative | 7.00% | 15,754 | 1,319 | 982 | A$124,160 | A$120,435 | A$92,443 | A$101,687 | A$115,553 | | Mid | 10.00% | 22,505 | 1,884 | 1,403 | A$177,371 | A$172,050 | A$132,061 | A$145,267 | A$165,076 | | High | 14.00% | 31,507 | 2,638 | 1,964 | A$248,320 | A$240,870 | A$184,885 | A$203,374 | A$231,106 | New revenue over today (gross): conservative +A$60,691, mid +A$113,902, high +A$184,851. Net of returns: +A$58,870, +A$110,485, +A$179,305. Each 1% of the pool: 2,251 clicks, 188.4 orders, A$17,737 gross, A$17,205 net, 140.3 new customers, A$16,508 three-year value (projected). ## 5. Why the first-year and three-year multipliers are cautious Repeat buying is unknown. Across organic search from every engine and country (so these totals are larger than the Google-Australia-only figures above), Analytics shows 531 of 2,072 organic purchases from returning visitors, and blades, pre-washer covers and trimmer line all wear out, but Analytics cannot separate a returning visitor from a returning customer. The multipliers (x 1.1 first year, x 1.25 three years) are deliberately low and are replaced by the Shopify returning-customer rate once it is pulled. ## 6. Recent months (Google organic visits from Australia, Analytics) - 2024-11: 3,287 - 2024-12: 3,745 - 2025-01: 4,266 - 2025-02: 2,648 - 2025-03: 2,651 - 2025-04: 4,217 - 2025-05: 4,540 - 2025-06: 2,040 - 2025-07: 6,454 - 2025-08: 5,589 - 2025-09: 5,738 - 2025-10: 3,861 - 2025-11: 4,418 - 2025-12: 3,050 - 2026-01: 3,188 - 2026-02: 1,903 - 2026-03: 2,339 - 2026-04: 1,264 - 2026-05: 964 - 2026-06: 1,213 - 2026-07: 518 - 2026-09: 1,554 - 2026-10: 1,627 - 2026-08: not recorded (tracking gap) Jul-Sep 2025 average 5,927 a month. Like for like, Sep-Oct 2025 averaged 4,800 a month and Sep-Oct 2026 1,590 a month, down 67%. ## 7. Cross-check against DataForSEO DataForSEO estimates Eurolux's Australian organic traffic at 622 visits a month. Scaling the non-branded part by each case gives about 1,078 a month at mid and 1,362 at high, against 17,946 for the largest garden-supply store in the competitor table (mygyc.com.au). The high case stays a fraction of the category's biggest online stores. ## 8. The Shopify reports that replace the Analytics stand-ins 1. Conversion rate and order value of Google organic visits (Attribution report, last non-direct click) 2. Share of orders from first-time customers 3. Returning-customer rate (decides the first-year and three-year values) 4. Returns rate (replaces the 3% assumption) 5. Sales by month since the move