New customer acquisition (Growth)

Context

Before I joined as a dedicated PM, new customer acquisition lived naturally inside Marketing - campaign ideas routed to IT as requests. Košík is online grocery, so "get more customers" is never just ads: it is landing pages, app installs, onboarding, first basket, delivery promise, and whether you can trust the shop with your weekly food run.

Problem

The mandate was clear: more first orders, as cheaply as possible. Marketing had appetite; product ownership of the funnel was thin. We lacked reliable web and app tracking, SEO was under-owned, and first-time shoppers carried real fears about online grocery - wrong substitutions, delivery windows, whether the offer even applied where they lived. Experimentation was not yet a habit.

My role

Product Manager dedicated to acquisition and conversion, sitting between marketing, analytics, design, and engineering. I translated growth opportunities into shippable product work we could measure and iterate.

Constraints

• Split ownership: Marketing drove demand; IT executed tickets - no one owned the end-to-end first-order journey.
• Measurement gaps: App tracking, web analytics, and attribution needed to be trustworthy before we could optimize funnels.
• Geographic reality: Assortment and promos varied by location, but shoppers could browse pages that did not apply to them.
• Category trust: First-time online grocery buyers needed reassurance, not just a discount code.

What I did

Foundational work - app tracking, web tracking, SEO improvements, and the measurement stack (including Apple ATT-era mobile attribution and AppsFlyer) so we could see what actually drove first orders.

Improvements - user research on first-time buyer fears and entry paths, then shipped along the funnel:

• Homepage redesign with variants for first-time vs returning shoppers
• Geo-location based offers so people saw relevant promos before investing time in the catalog
• Mobile app onboarding revamp on iOS and Android

I also pioneered and ran the company's first A/B tests - Firebase Remote Config - opening the door to proper product-led experimentation.

Key decisions

• Research before pixels: We mapped fears and entry paths before redesigning screens - online grocery anxiety is specific, not generic e-commerce drop-off.
• Geo transparency early: Surface location-relevant offers up front instead of letting shoppers discover mismatch at checkout.
• Measurement first, then bets: Fix tracking and establish A/B practice before claiming wins on funnel tweaks.

Result

• +30% YoY new customer acquisition
• -10% Customer Acquisition Cost
• First A/B testing practice established in the company
• Stronger SEO and organic acquisition alongside paid channels

What this shows

Growth product work compounds when you own the full first-order system - not just the campaign landing page. The biggest gains came from reducing ambiguity: what we measure, what first-time grocery shoppers worry about, and whether the offer matches where they shop.