The week
The Week's
Numbers
This is the weekly numbers check-in for Super Veggie Delivery, covering August tenth through the sixteenth. The short version: orders grew nine percent on six percent less traffic, and one channel needs attention this week. Let's get into it.
Orders
Four hundred twelve orders this week. That's up nine percent from last week, and the best week since April. And here's what makes it interesting. Sessions fell six percent, to eighteen thousand four hundred. So conversion did the lifting, up from one point nine to two point two percent. Fewer visitors came, and more of them bought.
Repeat rate
Forty six percent of this week's orders came from returning customers. That's the fourth straight week the repeat rate has climbed. A month ago it was thirty eight. Subscriptions and restock orders are compounding, and that is exactly the shape you want in a food business. The base reorders, and new customers stack on top.
Traffic
Paid social −49%
Our lead ad ran for five weeks and wore out. Engagement fell, cost per click nearly doubled, and the budget cap throttled delivery from Wednesday on.
A creative problem, not a demand problem.
Now the anomaly. Traffic fell six percent, but the dip was concentrated in one place. Organic search grew eleven percent. Direct and email both grew too. Paid social fell by nearly half. Our lead ad had been running for five weeks and it finally wore out. Engagement dropped, cost per click nearly doubled, and the budget cap started throttling delivery on Wednesday. So this is a creative problem, not a demand problem.
Email flows
Email flows drove ninety two orders this week, about one in five of all orders. Here they are. Let me sort by revenue per recipient, and the post purchase restock reminder comes out on top. Fifty eight percent of people open it, nine percent click, and it earns well over twice what the welcome series does per send. Go ahead and sort it however you like. However you cut it, the restock reminder is the workhorse.
Next week
Two moves for next week
Refresh the paid creative
Two new variants built on what people already search us for: high-protein veggie bowls. Live by Monday. Judge on cost per click after two weeks, then scale back up.
Add a day-30 restock reminder
Most repeat orders land between day 25 and day 35. The post-purchase flow already earns the most per send. Extend it right into that window.
So, two moves for next week. First, refresh the paid creative. Two new variants built around what people already search us for, high protein veggie bowls, live by Monday. If cost per click recovers within two weeks, we scale back up. Second, add a day thirty restock reminder to the post purchase flow. Most repeat orders land between day twenty five and day thirty five, and this flow already earns the most per send. It's a small change, aimed right at the window where customers decide to reorder.
Close
Orders up 9%.
Repeat rate at 46%.
One ad to replace.
That's the week. Orders up nine percent, the repeat rate at a new high, and one worn out ad to replace. Same time next week.