What happened
First orders rose to 71 this week, up from 60, while cost per first order fell from $23 to $20. The average first order held at $47, and 16 of the 71 new customers started a subscription, in line with last month.
Why I think it happened
The Holiday Blend has eleven weeks of stock roasted or scheduled, and gift sets carry our best margin. People shopping for someone else respond to ads that show the gift box. I moved $60 a day toward them from the broad coffee campaigns last Wednesday; a move that large needs your approval, and you gave it. On Monday I raised their budget another 15 percent, within the 20 percent limit per change.
Brewing gear is still the dearest line: a first order from a gear ad cost $33 this week, against $18 for coffee and gift sets. Our cost per click rose 10 percent over six weeks, most of it on kettle and grinder searches as the big retailers started their holiday bidding. Click-through rates didn't change, so I don't think our ads have gone stale; we're simply paying more for the same attention.
What I did about it
I held gear spend steady rather than chase rising prices, and asked the Creative desk for new creative to test for the pour-over kit. On Monday I proposed raising my daily budget 35 percent, from $212 to $286, all of it for the Holiday Blend and gift sets; your 20 percent limit per change stopped it, so I proposed $122 to $140 for them instead, which ran automatically.
What I plan next
- Propose a test of three pour-over kit creatives once the Creative desk's work is ready.
- Raise the Holiday Blend and gift sets budget again if first orders hold.
- Report each week on gear click costs through Black Friday.