October

Executive Summary

Sales Overview

In October, total sales increased by 11.8% compared to September due to the Prime Day sale. There was also an improvement in ad sales, ROAS and TACOS.

The Pack of 1 accounted for 51.1% of total sales with 134 units sold, while the Pack of 2 represented 48.8% with 128 units sold.

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Buy Box Percentage & Account Health

There are no account health or buy box issues.

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Conversion Rate

The conversion rate decreased slightly for the 1-pack, and increased for the 2-pack. We noticed an increase in traffic to the 1-pack page compared to September driven by higher impressions on this listing compared to the 2-pack. This caused conversion to decline slightly. The 2-pack saw a slight decline in traffic, and impressions, but this led to a higher proportion of organic traffic and that along with the promotion we ran during Prime Day helped boost conversion rate.

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Advertising Performance

In October, impressions and ad spend declined as we paused underperforming keywords to improve ROAS. This optimization, along with the Prime Day promotion, contributed to a significant improvement in ad sales. As a result, ROAS increased from 3.1 to 5.71, while TACOS declined, indicating that our ads were running more efficiently.

We have been testing slightly broader keywords such as nitric oxide and heart health supplements. We paused nitric oxide as we had spend without conversions. We can continue to test these broader keywords, but it’s important to note that we may see a decline in ROAS since these keywords are a bit further up funnel.

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Advertising spend decreased by -29%.

Advertising sales increased by +31%.

Impressions decreased by -6% this month.

We also noticed a -46% decreased in ACoS, compared to the previous month.

ROAS has increased from 3.1 to 5.71.

TACOS decreased from 10.6% to 6.2%.

Our top keywords this month were “high blood pressure”, “pre cardix”, and “blood pressure”.

Market Share

While the market declined compared to September, our market share increased from 4.6% to 6.1% in October. Within the Top 5 products, all saw a decline in market share compared to last month, with the exception of NOW Tmg, and Nutrali CoQ10.

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Top 5 Products:

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Subscribe and Save

In October, our subscription count for the 2-pack increased by 2, while the subscription count for the 1-pack decreased by 3. Our shipped revenue in October increased by 1%.

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We are offering a 15% S&S coupon on first time orders to get more subscriptions.

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Repeat Purchase Behaviour

We had an increase in overall orders due to Prime Day, however the number of repeat customers and repeat orders declined compared to the previous month. We specifically saw a decline in repeat orders for the 1-pack, whereas the 2-pack saw a slight increase. Our repeat customer share decreased by 4.1% and 5.5% of all customers were repeat customers.

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