3 Month Progress Update with insane results for a small client for their Amazon 3P and DTC eCommerce.
3 Month Progress Update with insane results for a small client for their Amazon 3P and DTC eCommerce.
[FULL Case Study with ALL the numbers revealed]
DTC ONLY
.com Website RESULT: $2,411,283 ARR in increased revenue for the same number of visitors.
HOW:
1) Changes we made: Added 90 Day Guarantee, 250,000 Happy Customers, and Free Shipping on USD$99+ to all website pages.
Added trust elements in store checkout pages and made some image carousel changes. Many of the changes did not take effect until July and some major changes did not until the end of the month.
Added whole site UI/UX update & Qualifying Survey directing users to detail pages.
No-brainers? Yes, absolutely!
Concerns we had?
Refunds would spike. Loss of revenue due to free shipping.
Goals: Increase in Revenue Per User to the website, increase Average Order Value, increase conversion rate, reduce Abandoned Carts. All of this without increasing refund rates.
2) Refunds: Comparing May 2025, June 2025, and July 2025, they are all LOWER than 2024 for the same periods. July 2025 refunds are 62.8% lower than July 2024.
3) Revenue Per User: Revenue per user is up 97.6% in July versus last year, even though we had 3.2 fewer website users. If July’s numbers are extrapolated onto the total number of users for last year, it yields an increase in revenue for 100,975 users for the additional $23.88 in Revenue = USD$2,411,283 in increased revenue for the same number of visitors.
4) Average Order Value: Magento data used accounts for Retail, & Wholesale, and Phone Orders. But if you look at all three months, they are all showing an increase in the AOV.
July was a 45.2% increase compared to the same period last year.
5) Shipping Sales Revenue: It does not show a dip in total dollars, but if you look at it as a percentage of Revenue, then yes we did lose about $20k in shipping revenue in July comparatively, but we added USD$215,196.46 for a net gain of ~$195,200.
6) Conversion Rate/Purchase Rate: Purchase rate in June was up even though we had several website outages and were out of stock for the top seller hero product. We really saw the fruits of our labor in July. An increase of 19.1% in Conversion to Purchase.
7) Cart Abandonment: Please check out the image following this section (give it time). It details the WHOLE shopping cart experience in data. It took me quite a bit of time to digest what was happening. July is at the top.
Long story short: We have drastically improved the User’s intention to buy. So, even though our Cart Abandonment is up a little (3.8%), bounce rate is up a little 4.9% everything that really matters is going atmospheric.
Look at Add to Cart. 37.3% increase in the number of items added to cart in July. So, that explains why there was an increase in Abandonment, but we still sold significantly more.
More people are beginning checkout too (up 72.5% in July), so more of them are completing checkout (and probably more are calling to order by phone).
Conclusion: Basically, we are making great progress and have just started making some headway with much more potential progress to make.
AMAZON ONLY
1) Revenue – Best Month Ever: We had our best month ever on Amazon, and it is up 26.4% over the same period last year. We beat the previous record set in May 2025.
June & May were also better than last year. (I started helping them May 1st)
2) Conversion Rate Boost: We made some modest changes (meaning there’s plenty more we can/will do). With most changes focused on their best-selling product and most of them affecting June & July. We updated the Amazon Detail Page bullet points to include verbiage about accepting returns (this is in the food/beverage niche, and they normally don’t have returns or refunds) and added changes to some of the images.
The results for July are an astounding 74.5% of all visitors to the top-selling product’s Product Detail Page purchase the product. Up from an already very high 45.9% in April (before any changes), that is an increase of 63% conversion rate for the Amazon detail page.
“Increase of 63% conversion rate for the Amazon detail page”
We made more changes on 7/30 to the entire image carousel, which should give us even more lift, and will make more changes to the bullet points that we haven’t even touched yet.
3) New FBA Logistics: I made changes to our FBA Inventory Send-to-Amazon process and instituted a new SOP with their in-house Amazon Channel Manager (I’m training him). The result:
Annual Savings for Amazon FBA for just this portion = 13,058 Units x $0.75 per unit ($1,080.55 / 1,440) = $9,798.49 Annually!
Sincerely grateful for the opportunity to serve you,
Dan
P.S. What do you think?
P.P.S. If you need help growing your DTC or Amazon 3P business, DM me to get on a call.
Kickass Marketer – Your Team + Me = Your Profits Growing!
WARNING: 100% of this article was written by a HUMAN. You may find grammar, typos, and other sexy things in here that an AI would of not let pass. This is Day 1 of a 30-day post-every-day sprint, so please don’t forget to follow me. Read time ~ 5 Minutes
What is a Marketing Funnel?
It never ceases to amaze me how little people in our industries (Product Marketing, Digital Marketing, eCommerce, & Growth Marketing) know about the true mechanics of funnels.
I think many people have seen the graphic diagram of a very large funnel opening on the top that gradually gets narrower along the way down to the spout.
I’ve even met people freshly hired into our Marketing Team who throw around the acronyms of TOFU, MOFU, and BOFU. When you ask them what they are & how they have used them, they have a puzzled look on their faces. I’ll explain those in a sec, but first, I want to give you my definition of what a Marketing Funnel is:
Kickass Marketer’s Definition: A Marketing Funnel is a path for a prospective customer for your product or service to follow that will build Awareness —> that leads to Consideration —> creating an Intention —> that results in a Conversion (purchase or other desired action).
For me, a funnel is best thought of in real-time when thinking about a website visitor’s journey. When I used to speak at workshops or Masterminds, I would use this analogy:
Imagine a website is like a flat piece of wood, like a table. Looking down at the table from above, imagine each and every link or button (basically anything that the user can click or tap) is the top of a little funnel away from that page. For me, the funnels on the website are those. Each one leads the visitor down a path.
Now, imagine that the website visitor is a beautiful shiny marble. Our marble may not know where she wants to go, and it is our job to help the marble find her way to the conversion.
So, ideally, when I intend to increase conversion rates for a website or webpage, I imagine that table with the little funnel holes. Ideally, for the best conversion rates, a visitor coming to our site lands on the website, and there is only 1 very large funnel in the middle of the page.
The marble lands and slowly, in a beautiful downward spiral, finds her way home. Boom! A Conversion!
A good user experience, as Google would define it. Visitor/Marble to Google wanted a widget. Google thought you had the best choice of widgets based on their search query and sent them with all due trust to you. They found their way down the funnel to the widget. Purchased it and now they are on their merry way…NOT back to Google looking for the same widget.
If they do bounce back to Google. Shame on you. You gave them a bad user experience.
Enter the big bad wolf [Amazon.com]
But funnels have recently been turned on their heads…no wonder people are having a hard time knowing what the heck a Marketing Funnel is. Amazon, in all its wisdom, decided to use the same terminology and apply it to Amazon’s visitors/shoppers. It’s not wrong, it’s just a bit different. It is not constrained by time and is specific to customers new to your brand in the last 12 months.
But one thing you’ll notice is that in the old school Online Marketing Funnel process, of real-time funnels. Amazon’s funnel is not constrained by real-time (theirs is 12 months). Someone can be new to your brand (last 12 months) and become Aware, even Consider, and then place your item in the cart or wish list, then come back right before the wedding anniversary, 9 months later, and Purchase.
SINDENOTE: Tomorrow, I’ll blow this idea of a Marketing Funnel up and show you that it is not only constrained by time, but it truly can be Omni-Channel and Omni-Medium. I used this to sell the largest Consumer Packaged Good in existence. You will never guess what it is!
For Amazon, in their Brand Analytics Dashboard they call this Customer Journey Analytics.
Awareness = “Customers who searched your brand or viewed your product in search results without purchasing in the last 12 months.”
Consideration = “Customers who visited your detail page, or visited your brand store in the given time period without purchasing in the last 12 months.”
Intention = “Customers who added your products to their cart, wish list, or saved for later in the given time period without purchasing in the last 12 months.”
Purchase = “New to Brand Customers who did not purchase in the last 12 months.”
No wonder everyone is started to get confused. 😫
Kickass Marketing Secret#1 – Conversion is everything and it starts with a four-letter word/acronym!
There’s another concept you need to grasp. You’ve probably seen it, heard it, and think you know everything about it. Before I reveal this gem of an acronym please do not tap/swipe/button push me away when you see it. I promise you likely haven’t heard it presented quite like this before.
It kind of looks like the funnel huh? Not exactly.
Imagine now that this is like the lubricant that lines the funnel…greases the skids (as my old farmer friend Gordon would say). It helps this marble gain so much Buyer Intention Velocity™…{I think I might trademark that – just kidding} that she flies so fast through that spout she has no choice, but to convert.
It’s happened to you. Be honest! Some crafty Word Smith (aka Copy Writer) caught you at just the right time, had all the right copy (sweet talked you) and website elements (think count-down-timer) to get you to whip out your credit card so fast to get the order DONE that you don’t even remember, when its all over, all of the bonuses you’ll get with your purchase.
Attention
So, yes we have to get their Attention. On your website you need to help them self-qualify. Make the hole this marble needs/wants to find, glow so bright she gets attracted to it like a magnet.
I’ll go over a concept I developed decades ago called Click Momentum in more detail that increase Buyer Intention Velocity™ and develops into significant Buyer Momentum. And if you don’t like & follow this post now you may never get to see it.
When writing an ad this is the Hook. You have to get them to stop watching that silly cat video or that chick climbing into the oven. The type of Hook is specific to the prospects mental & emotional state in the moment. Sometimes you don’t know what will work the best until you run hundreds or thousands of test. Which leads me to:
Kickass Marketing Secret # 112 – Everything works & nothing works given enough time. Question everything, especially your own assumptions, and DO NOT take anything a client tells you for Gospel!
I’ve got so many HILARIOUSLY funny stories to tell you while I go over some very in-depth Case Studies in the next several days. These are from clients just in the last few weeks (like late May 2025). Again, make sure you follow, so you won’t miss out. One of the case studies I have lined up is the best know Brand in 19-40 year-old Women’s Collagen. They are on their way to $100M ARR and I found that their funnel was broken. I will reveal to you live on camera.
INTEREST
You need to then build interest. But, wait!
Let me reveal something of greater importance before hand.
Along the way from Interest to Desire and then to Action. We have to make sure we nail these three most important things. Thank you @dickiebush for reminding me of this recently:
In sales they often sale Always Be Selling…and online that is all we are doing.
I say Marketing = Communication
And the best Marketing is the best at communicating. And for Online Marketing we are always selling something. How good a job we do at this will increase our CONVERSION RATE.
We must sell the prospect that they need to make a CHANGE. They have a problem. We must set a spark, fan the flame of into a passion to want to make a change and then…
We must then sell them on the (our) method to make that CHANGE. Our solution to their problem is the BEST solution to put out that flame.
We must then sell them on why we are the BEST option to deliver that method/solution that will result in the CHANGE.
So, somewhere between #1 & 2 we shift to DESIRE and then we build that Buyer Intention Velocity™ to the point that we then just point them to the door (we are the best option) where they can get the prize.
In the shift from Interest to Desire, you need to handle all of their objections (remove all of the friction). Help them shift into the belief that they can not only have the CHANGE, but they can have it now. There a loads of friction reducing elements you can use. I’ll go over them in two case studies…there will be videos with Brand Reveals. You will not believe what some 9 figure & 8 Figure Brands are doing BADLY right now…like today!
I hope this was a blessing to you. I truly love the game of Online Marketing & Sales. I have stories to tell with famous NFL, NBA, and World Poker Tour Professional Players. Stories with the guy who built the largest home in the USA. Yeah, I worked with him 1-on-1 for 11 years.
I’m just getting started today June 16th, 2025, the day everything for me changes and I finally go public.
You my dear friend…if you love Marketing, Growing Businesses for yourself or others, you must follow me right now.
If this blessed you and you think some of your friends, family, employees, or peers, would be blessed by this, I would be forever grateful for a repost / retweet / share.
Thank you for the opportunity to serve you! 🙏 🙏 🙏
Sincerely grateful,
Dan Wisdom
Ⓒ 2025 – All rights reserved – Kickass Marketer LLC
P.S. Need to grow your CPG DTC or Amazon Business exponentially in a short amount of time? Book a call with me. Link in my profile.
