CPG Marketing Funnel

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.

I bet you’ll never guess either of these two. $100 Contest for everyone! Bonus: Hilariously Funny Must-Read Life Lesson at the end!

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 ~ 5-8 Minutes

Typically, Consumer Packaged Goods (CPG) are your everyday items.

However, for grins & giggles, I’m going to share the largest Consumer Package Goods I’ve worked with. Which dovetails off of the Marketing Funnels post I just wrote & allows me to reveal the weirdest Omni-Channel & Omni-Medium Marketing Funnel I used to run & grow a business on autopilot…this was in the year 2000, but you can still use it today.

I bet you will never guess this CPG.

I’ll give you a couple of hints:

1) Size: the ones I bought & sold were 14 feet wide and 70 feet long

2) On the scale of importance after Breathing, there are only two more important items to Humans for survival.

Got any guesses?

Ok, number one on the survivalist’s checklist is WATER. Without it, you could barely last 3 days.

I bet you have number two. And no, sweetheart, it is not your make-up and curling iron. Even that fancy gas-powered one that doesn’t require electricity. LOL!

Yep, number two is FOOD. And if you’ve ever watched Naked and Afraid 😱, some of the things they eat on there totally make you cringe. I’m pretty certain I would just try to make it to the end without eating any of that stuff. To be honest, I think I’d rather eat tree bark than any of that stuff.

So, what do you think number three might be?

Yep, you got it. It is SHELTER. And I’m not talking about a few sticks strapped together with vines that let all the mosquitoes in late at night and eat you alive, like they do on Naked and Afraid. Ouch!

Honestly, I would likely opt out of the competition on night number one, just because I can’t handle mosquitoes.

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All right, back to the great reveal.

The largest Consumer Packaged Goods ( CPG) I’ve built a Marketing Funnel for is a home. A single-family, single-wide mobile home.

What? You’re probably thinking that’s not a CPG.

I beg to differ. They absolutely are! They come wrapped in plastic, just like half of the CPG stuff on Amazon, when they are delivered to you brand new.

SIDENOTE: I do have a kind of life lesson to share at the end of this post that has to do with this. So, please keep reading to the end. It’s totally worth it, and you’ll likely get a HUGE laugh out of it.

I’ve been inside a few of these Mobile Homes while they were under construction. It was actually the double-wide kind built in two halves.

I was at the Great Western Homes plant in Stayton, Oregon. It’s an amazing facility.

Imagine a factory the size of two football fields put together. The best I recall, 2003ish, there are about 30 or so of these half-of-a-home being built all at once. They are all on wheels. They go to one station, and 3 to 4 people jump inside them and do their specific piece of work inside the home.

It was kind of crazy….imagine these are moving…stop in one place…and then there is a mad scramble to jump in…get your work done…and jump out. I don’t remember exactly how much time it was at my station, but I think like 5-10 minutes.

My team was the water heater plumbers & electricians.

I was jumping in with them when they were putting the water heater inside the home, so the home was pretty far along and probably 80% finished. They connect it and since my new weird appliance above the water heater in this 24″ x 24″ x 7″ closet is a total new (pain in the ass) issue they had to learn to deal with it during this 5-10 minute game of musical homes.

I’ve got safety glasses on and earmuff-like ear protection on. A dust mask.

It’s pitch black inside, and so loud, you can’t hear anything specific. Saws and drills, and hammers are all going off at the same time, all around you. Fiberglass insulation is falling down on your head.

It’s so dusty that you’re being choked, even with a dust mask, dust gets in. You feel itchy all over, hot, stressed, and scared that something might fall on your head from the guys running around above you.

This kind of had the feeling of Mission: Impossible.

My new team’s job was already hard, and I just made it even more difficult. So, I’m sure these guys were not in love with the idea, but we made it happen.

I was an Energy Engineer working with the Department of Energy (DOE).

This was an Energy Conservation Program that was going to develop into Federal Rebates. But we had to prove 1) they saved energy, 2) they dried the air from all that moisture and 3) there was little to no difficulty having consumers embrace the technology, 4) no additional impact to the homeowner.

These were a brand-new appliance technology. They were called Exhaust Air Heat Pump Water Heaters.

These new mobile homes are built so tightly for Energy Star Rating Efficiency (meaning they are airtight). Because of this, you now have a problem where the moisture from your perspiration, expiration (breathing out), showers, cooking, etc. The moisture builds up inside the home and becomes a problem. Basically, all that moisture can build up and cause mold, and we don’t want that.

So this little device is a very compact, small air conditioner-type appliance that is mounted above the water heater inside this 24″ x 24″ x 7′ closet.

On top of the EAHP is one small duct, kind of like what’s on a clothes dryer. And on the sides are two copper fittings for water-in and water-out of the hot water tank. The front of it has a filter for the air flow into the unit. The air flows out of the unit up through the ceiling.

They are connected to a timer for the whole house air exhaust & set to go off several times of day with extended times during the typical wake-time hours of the homeowners.

The secret to the technology is that the EAHP takes the heat out of the moist air and then puts that heat inside the water heater. Then it dumps that stale, colder air outside.

By running as the whole house exhaust fan, it creates a vacuum in the house that brings fresh air into the home through vents built into the home.

So, for the DOE Energy Star Project, my job was to hook up testing equipment to 30 different homes that had these EAHPs. Then determine how much energy was saved for each of them.

Long story short, they worked great, and the DOE had a rebate program for them.

I’m not sure what came of the program or how many homes ended up with these in them. But I met a lot I really wonderful people.

So, to dovetail on the Marketing Funnel Article before, I’m going to share the weirdest omnichannel marketing funnel I’ve ever used.

If you’ve used exactly this Marketing Funnel and can prove it, I will Zelle or PayPal you $100. So, this is a contest with $100 on the line for YOU! 🤑 🏆

This is it! The Weirdest Omni-Channel Marketing Funnel that I have used. Well, before Omni-Channel was even a thing.

THE mobile home buyer prospect funnel mapped out:

Classified Ad in Penny Saver —> 800# 24/7 voicemail message —> VM sells home reveals address sends prospect to home address —> flyer at home sells seller financed program & qualifies prospect —> prospect calls another 24/7 VM to get open house information —> all prospects show up qualified to house at same the time & day —> buyer frenzy ensues and the first person to put money down & sign seller financed promissory note wins.

EFFECTIVE? Holy crap Yes!!!

Omni-Channel / Omni-Media ✔️

If you’ve done exactly this, send me a DM to collect your $100 prize.

Here’s the bonus Life Lesson that was the spark that lit the flame of passion for creating this post for You.

LIFE LESSON: Learn to laugh at yourself & your circumstances…especially when they are terrible. Like hot, sweaty, itchy, scared, choking on dust, who couldn’t hear himself scream or see his hands in front of his face, ME. I got out of that Mobile Home Plant and laughed soooo hard in the parking lot. 🤣

If you found this fun & a blessing to read, please like & share with a friend. I’m just getting started, so please be patient. I am certain I will share with you Golden Nuggets of Hard-Earned Life & Business Wisdom that will bless you.

If this opened your mind up to the possibilities of how funnels can be used across multiple channels and mediums, please give me a comment below on how you might use something like this in a different way than you’ve never thought of before in your business or job.

And if you think this is cool enough to share with your friends, family, and dearly loved ones, please share/repost it.

Thank you for the opportunity to serve you!

Sincerely,

Dan Wisdom

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