How Tilly works, step by step

What Tilly does: Reads your public store pages, products and the reviews on them. Learns your voice and your look, and lists what to fix on your pages, most important first.

What you do: Paste your store URL. For the full audit, install the Shopify app, or sign up on the website and save a card. The card is not charged.

What Tilly does: Works out the kinds of customer who buy from you. Each persona carries its pain points and the customer quotes they came from. Anything no customer said is dropped, not guessed.

What you do: Confirm, edit or remove each persona. Keyword research and blog posts only run for confirmed personas.

What Tilly does: Reads only what each connection allows. Writing and previewing need nothing connected.

What you do: Connect the tools you want Tilly to publish into: Klaviyo, Meta, Google Ads, Google Search Console, or the Shopify app.

What Tilly does: Writes the work for one persona and one pain point at a time: email flows and campaigns, next month's email calendar, Meta and Google ads, SEO fixes, blog posts and page fixes. Each piece is checked against its own rules before you see it: no invented numbers, only discount codes that exist in your store, platform ad rules. The email calendar for next month is planned on the 20th of each month.

What you do: Start a build, or open a draft an agent made on its own. Drafts an agent made on its own are only charged when you approve them.

What Tilly does: Shows the real thing: the email as it will look, the ad with its image, the exact SEO title. Nothing leaves Tilly without an approval against your name.

What you do: Edit in place, dismiss it, or approve it. An approval can be undone until publishing starts, and any credits it charged come back.

What Tilly does: Puts the approved work into your own tools: emails into Klaviyo as drafts, image ads into Meta paused, a search ad into Google Ads paused, SEO fixes onto your Shopify products and pages.

What you do: Press publish. Then press send in Klaviyo and switch ads on in Meta or Google when you are ready. Publishing needs a paid plan; the Start plan builds and previews.

What Tilly does: Every morning, reads the results of what it published: email opens, clicks, orders and revenue from Klaviyo, ad results from Meta, and sales and ad spend for your report.

What you do: Read the results on each email and ad, and the blended report. Act on the ads account review cards if you want to.

What Tilly does: Writes a lesson into your brand profile once a result means something: an email after 200 recipients and 7 days, an ad after $30 of spend. The next emails, email calendar and Meta ads are written from those lessons.

What you do: Nothing. Lessons from finished A/B tests go into the same profile.

• Emails: Tilly writes them as Klaviyo drafts. Klaviyo sends them, when you press send there.
• Ads: Tilly creates them switched off. Nothing spends until you switch an ad on or raise a budget.
• Blog posts: Tilly writes them and, when you press Publish, puts them in your Shopify blog as a hidden draft unless you choose live. Nobody reads a hidden post until you make it live. Posts have no cover picture yet.
• Store pages: Tilly writes the fix. Search titles, descriptions and alt text it applies for you; theme changes you make yourself.
• Videos: Tilly writes the script and shot list. A person films it.