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Executive Summary

Sales Performance:

In February, total sales grew by 8%, reaching $15,774. This increase was driven by the Heart Month promotions, the $20 off coupon on the 2-pack, and the $5 off discount on the 1-pack.

The 1-pack accounted for 77% of total orders, with 244 units sold generating $9,757.80 in sales, while the 2-pack made up 23%, with 73 unit sold totalling $6,016.35. In total, 317 orders were placed.

2. Advertising Performance:

In February, the majority of ad sales came from our branded keywords. Fluctuations in search volume for our top keywords led to fewer overall impressions. However, we saw more clicks, and CPC increased. Ad spend rose due to greater engagement and higher overall CPC. ROAS improved as a result of the promotions.

Advertising spending increased by 7%.

Advertising sales saw a significant 33% increase.

Impressions decreased by 8%.

ACOS improved, dropping from 28.5% to 22.8%.

ROAS increased from 3.5 to 4.3.

TACOS slightly increased from 9.9% to 10.2%.

Our top-performing keywords this month were “precardix” and “blood pressure medication.”

3. Keyword Trends:

The search volume for “Blood Pressure Supplement” fluctuated in February compared to January.

4. Conversion Rates:

In February, the conversion rate for the 1-pack improved by 104.07%, while the 2-pack declined by 31.8% compared to January.

The 1-pack saw a decrease in impressions, which may have led to more organic traffic and a higher conversion rate. Additionally, the sale price played a role in influencing buying decisions throughout the month.

In contrast, the 2-pack experienced the opposite effect, with increased impressions and ad sales but a lower conversion rate.

5. Amazon Attribution & Storefront Analytics:

In February, traffic through attribution declined, and we had no sales.

In February, storefront traffic declined as we experienced less external traffic compared to last month; however, storefront sales increased. Customers may have been more inclined to purchase due to the promotions offered. We specifically noted an increase in sales through Sponsored Brand Ads and organic traffic.

6. Challenges:

Strike Through on 2-Pack: Amazon has been restricting the strikethrough price on our 2-pack. We've opened multiple cases and had several calls with their support team regarding this issue. The primary concern is this ASIN does not have a validated list price but has a computed previous price of $70.05. They also stated that no orders in the last 90 days meet the criteria for list price validation. However, we have provided proof of orders at the $89.95 price point, and our case has been forwarded to an internal team.

7. Updates:

New listing images from A/B test - Should we publish the new images?

Is there new copy to A/B test?

Should we begin working on the brand name update on the products? This process can take some time so it would be better to start this process sooner.

Conversion Goals: Rather than focusing on a single target, we prioritize tracking overall trends and making data-driven optimizations. By refining one content element at a time and leveraging A/B testing where possible, we can accurately measure performance and continuously enhance our strategy.

Our ad strategy also plays a crucial role in conversion rates. Consideration and awareness campaigns drive more traffic to our pages and storefront, but they may initially lead to a lower conversion rate. To optimize for conversions, we need to align content adjustments with our ad strategy, carefully managing the timeline of changes to ensure they support our overall goals.

Ads Plan for Cardiovascular Targeting:

https://docs.google.com/spreadsheets/d/1z62N5Hct1PCjslQiR_e6Ve2Qu7CQJ3qe/edit?gid=1365406439#gid=1365406439⁠

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Market Share:

We maintain or increase market share through increasing our sales. This can be done through promotions, improving listings, running effective PPC campaigns, and driving external traffic.

Our market share can also be increased by other competitors seeing a decline in their sales. This can happen when products go out of stock, or prices increase.

Some factors that may negatively impact our market share are competitors running sales, having better overall star ratings, and/or using aggressive PPC to drive sales.

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