Sessions are down 19% and orders down 8%, but conversion rate is up 12% and revenue-per-visitor up 10%. The store is doing more with less. The whole gain is a paid-media efficiency and landing-page-routing story — not an on-site testing story. Almost none of the 25 A/B tests this quarter actually won. Here's exactly what moved, page by page and channel by channel.
| Week of | Visitors | Orders | Net revenue | Conv rate | Rev/visitor |
|---|---|---|---|---|---|
| Apr 13 | 150,481 | 3,261 | $163,112 | 2.17% | $1.08 |
| Apr 20 · peak | 125,625 | 3,982 | $206,223 | 3.17% | $1.64 |
| Apr 27 | 130,889 | 3,934 | $191,510 | 3.01% | $1.46 |
| May 4 | 142,352 | 4,027 | $195,909 | 2.83% | $1.37 |
| May 11 | 136,566 | 3,337 | $161,385 | 2.44% | $1.18 |
| May 18 | 138,942 | 3,430 | $173,520 | 2.47% | $1.24 |
| May 25 | 119,646 | 3,104 | $154,346 | 2.59% | $1.29 |
| Jun 1 · latest | 115,232 | 2,607 | $128,514 | 2.26% | $1.11 |
Note: the Jun 1 week ends today (Jun 8) and the final day or two may be slightly under-reported in Intelligems — but the downtrend is consistent across the prior 3 weeks, so it's real regardless. Pacific time.
You deliberately bought less traffic, and the traffic you kept converts much better. Paid sessions were cut hard — Paid Social −23%, Paid Search −29% — yet Paid Social orders rose 18% and its conversion rate jumped +50%. That single channel is responsible for almost the entire site-wide CVR gain. Net revenue only fell ~10% on a 19% traffic cut, and revenue-per-visitor — the number that actually matters for a paid, subscription business — is up 10%.
The uncomfortable part: this improvement did not come from your A/B testing program. Of 25 tests in the window, exactly one cleared a 90% confidence bar on any primary metric (and only barely). The conversion lift is coming from (1) sharper media buying and (2) a landing-page strategy that now routes paid traffic through Rise 2 and a new advertorial "compare" page instead of straight to the product page. Those are the things working. The on-site experiment engine is running fast but mostly producing noise — that's the fixable gap.
Ranked by sessions over the last 90 days. CVR Δ and RPV Δ compare to the prior 90 days. Green = improved, red = declined. The story is concentrated: one page (Rise 2) drove most of the gain, one page (the OG tin PDP) drove most of the drag, and a brand-new advertorial page quietly became your #2 entry point.
| Landing page | Sessions 90d | CVR | CVR Δ | Rev/visitor Δ |
|---|---|---|---|---|
| /pages/rise-2#1 paid LP — the workhorse | 709,758 | 2.20% | ▲ 40% | ▲ 41% |
| The win. Traffic down 28% but orders up 2% and conversion up 40% — the most valuable single change on the site. This is where the heavy landing-page testing and routing effort paid off. | ||||
| /products/30-servings-tincore OG product page | 322,516 | 3.85% | ▼ 30% | ▼ 29% |
| The drag. Orders down 36% — the single biggest negative in the business. Most likely a routing effect (high-intent buyers now arrive via Rise 2 / the compare page first, so the PDP-as-entry now sees colder traffic) rather than a broken page — see "The PDP question" below. | ||||
| /pages/compare-listicle-og NEWadvertorial "compare" page | 274,730 | 2.08% | — new | — new |
| Did not exist last quarter. Now your #2 entry point by volume — a listicle/advertorial page absorbing a large share of paid traffic. Converts at 2.08%; a clear new pillar of the acquisition funnel worth optimizing deliberately. | ||||
| Homepageaggregated | 257,515 | 3.24% | ▲ 72% | ▲ 68% |
| Traffic down 45% but conversion up 72% — same pattern as Rise 2: less, but far higher-intent, traffic. | ||||
| /collections/shopmain collection | 46,760 | 4.66% | ▲ 1% | ▲ 5% |
| /pages/rise-2-coffeecoffee-switch LP | 44,471 | 1.36% | ▼ 31% | ▼ 32% |
| /products/coffee-starter-kit | 30,007 | 3.20% | ▼ 31% | ▼ 27% |
| /pages/nourish+ nourish starter kit | 25,235 | 0.74% | ▲ 77%* | low base |
| /pages/self-care-ritualbeing sunset | 14,511 | 1.52% | ▼ 88% traffic | winding down |
*Nourish CVR moves on a tiny base (<0.8% conversion) — directional only. Highest-converting entry points overall are /collections/shop (4.66%) and the OG tin PDP (3.85%); the high-volume paid LPs (Rise 2, compare page) convert lower by design because they catch the coldest traffic.
By acquisition channel, 90d vs. prior 90d. The headline efficiency gain is almost entirely Paid Social. Two channels (Direct, Organic Social) dropped in a way that looks more like a measurement/attribution shift than real demand — flagged below, verify before acting.
| Channel | Sessions 90d | Sess Δ | Orders Δ | CVR | CVR Δ | RPV Δ |
|---|---|---|---|---|---|---|
| Paid Social (Meta) | 959,228 | ▼ 23% | ▲ 18% | 2.27% | ▲ 50% | ▲ 46% |
| Paid Search | 350,678 | ▼ 29% | ▼ 17% | 3.74% | ▲ 19% | ▲ 18% |
| Direct | 263,081 | ▼ 4% | ▼ 28% | 1.53% | ▼ 27% | ▼ 26% |
| "Other" (untagged) | 265,720 | ▲ 7% | ▼ 12% | 2.61% | ▼ 20% | ▼ 24% |
| Paid Other | 118,356 | ▼ 30% | ▼ 31% | 1.08% | ▼ 11% | ▼ 10% |
| 101,926 | ▲ 6% | ▲ 14% | 5.00% | ▲ 11% | ▲ 18% | |
| Organic Search | 82,167 | ▼ 3% | ▼ 1% | 3.89% | ▲ 5% | ▲ 5% |
| SMS | 28,943 | ▼ 7% | ▼ 7% | 6.05% | ▲ 3% | ▲ 5% |
| Organic Social | 20,528 | ▼ 64% | ▼ 91% | 1.25% | ▼ 74% | ▼ 73% |
All 2.19M sessions, last 90 days. 85% arrive on mobile. The biggest loss happens immediately: two of every three sessions bounce on the landing page. Once a visitor actually starts checkout, 61% finish — checkout itself is healthy. The opportunity is upstream: landing-page engagement and the browse-to-cart step.
Read: 66% landing bounce and the browse→add-to-cart step are where the money leaks — not checkout (which closes 61% of starts). On a site that's 85% mobile, that points the next round of CRO at mobile landing-page engagement (above-the-fold proof, message match, fewer attention leaks) rather than cart/checkout mechanics.
The OG tin PDP (/products/30-servings-tin) lost 30% of its conversion rate and 36% of its orders — the single biggest negative in the data. Worth understanding precisely, because the answer changes what you do about it.
Paid traffic that used to land directly on the high-intent PDP now gets routed first through Rise 2 and the new compare-listicle advertorial. So the PDP-as-a-landing-page now receives colder, top-of-funnel traffic and converts lower — while the actual orders show up credited to Rise 2 (whose conversion soared) and the compare page. This fits the data: Rise 2 and Homepage conversion are up 40–72% over the same period.
The PDP saw heavy redesign testing this quarter (the "Omni PDP," product-name, and buy-box experiments). If a losing variant shipped, the live page itself could have degraded. The evidence argues against this: those PDP tests lost — Product Name v3 (−16.5%) and Product Selector Name v2 (−22%) were both beaten decisively by control — so control should still be live. But it's worth a 10-minute confirmation that no loser was shipped.
Resolve it cleanly: two "Simplified PDP" tests are running right now (started Jun 1 & 4) and trending mildly positive (+3–6%, not yet significant). Let them finish, confirm the current PDP is the control build, and segment the PDP's conversion by traffic source to confirm the routing story. Don't "fix" the PDP on the assumption it broke — the numbers suggest it didn't.
High velocity, low rigor. The standard for a winner is ≥95% probability-to-beat-control on revenue-per-visitor (90% is "keep running," not "ship"). Against that bar, almost nothing this quarter qualifies — mostly because tests were stopped after 1–4 days, before they could read. The good news: the gains we did see came from elsewhere (media + routing), so the store improved anyway. The bad news: you're not yet learning from the tests.
Read: the pattern across the quarter is consistent — generic hero/CTA swaps and product-name changes lose or fail to read; the genuinely different angles (advertorial routing, PDP simplification) are the only things trending positive. The program's velocity is an asset; its statistics are not. Fix the discipline and this engine starts compounding.
The CVR/RPV gain is a media-efficiency + landing-page-routing story (Meta CVR +50%, Rise 2 +40%, the new compare page). Make sure whoever drove the paid-media tightening and the Rise 2 / compare-page routing knows it worked and keeps the formula. This is the win — don't let a "traffic is down" panic reverse it.
Direct CVR −27% and Organic Social orders −91% look like attribution/UTM re-bucketing (note "Other" traffic grew). Have analytics confirm tracking didn't change before treating these as lost demand. If it's measurement, the real numbers are better than they look.
Stop killing tests in 1–4 days. Set one rule: a test runs until it reaches ~200 orders/arm and ≥95% probability-to-beat-control on revenue-per-visitor, or it's called inconclusive — never "winner." Don't ship the three clear losers above. This single change turns a noisy engine into a learning one.
Confirm the live OG-tin PDP is the control build (no loser shipped), let the two "Simplified PDP" tests finish, and segment PDP conversion by source to prove the routing explanation. Then decide deliberately — don't redesign a page that the data says didn't break.
The leak is a 66% mobile landing bounce, not checkout. The highest-leverage on-site work is above-the-fold proof and message-match on Rise 2 and the compare page (see the companion Rise 2 audit), plus deliberately optimizing the brand-new compare-listicle page that's now your #2 entry point and has never been tuned.