April

Executive Summary

Sales Overview

In April, total sales decreased by 0.8%. We experienced less traffic to our pages, which can be attributed to the search trend being down for ‘blood pressure supplement’.

Impressions were down this month, but there was a 16.1% increase in ad spending due to a higher CPC. While ad sales increased by 7.5%. As a result there was a decrease in ROAS. We also experienced less organic sales causing TACOS to rise.

The Pack of 1 accounted for 54.6% of total sales with 94 units sold, while the Pack of 2 represented 45.4% of total sales with 78 units sold.

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Monthly Product Profitability

The TACOS increased slightly for the Pack of 1, while the TACOS remained the same for the Pack of 2 compared to last month.

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Buy Box Percentage & Account Health

In April, we did not experience any Buy Box or Account Health issues.

Conversion Rate - 3 Month Comparison

In April, there was an increase in the conversion rate for both the Pack of 1 and Pack of 2. We are working to improve the conversion rate of the Pack of 1. Our goal is to increase its conversion rate to 8% or above.

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Advertising Performance

Impressions declined despite an increase in ad spending as CPC was higher in April. Ad sales also saw a 7.5% boost. We're currently collecting data from the ads to revamp all campaigns and optimize our ad spending.

Advertising spend increased by +16.1%.

Advertising sales increased by +7.5%.

Impressions decreased by -4.0% this month.

We noticed a +7.9% increase in ACoS, compared to the previous month.

ROAS has decreased by -7.6% as our ACoS has increased.

Our top keywords this month were “Precardix” and “Precardix 2 pack”.

Market Share

The market has increased, however our current market share has declined from where it was at the beginning of the year. Previously, our market share was around 5%.

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The market share of Nutrali has grown, and surpassed Naka, which previously held the highest market share.

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Subscribe and Save

Our subscription count is up by 1.5% month-over-month. However, our Subscribe & Save sales are down by 4.4% month-over-month. We have the 10% seller-funded discount paused on the Pack of 2 while we have the promotion ongoing in May.

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Repeat Purchase Behaviour

The number of repeat customers and repeat orders decreased compared to March. Repeat customers made up 2.2% of the total customer share. All repeat orders were for the Pack of 1.

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