ERVP Weekly Marketing Report
📊 ERVP Marketing Report
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📊 ERVP Weekly Marketing Report
| Channel | Sessions | Share | vs Prior Week |
|---|---|---|---|
| Direct | 2,800 | 41% | ↑ 52.5% |
| Organic Search | 1,800 | 26% | ↑ 2.4% |
| Paid Search | 1,200 | 17% | ↑ 3.2% |
| Cross-network | 578 | 8% | ↑ 25.7% |
| Organic Shopping | 236 | 3% | ↑ 2.2% |
| Referral | 58 | 1% | ↑ 27.5% |
| Channel | New Users | vs Prior Period |
|---|---|---|
| Direct | 2,587 | ↑ from 1,621 |
| Organic Search | 1,303 | ↓ from 1,346 |
| Paid Search | 949 | flat at 949 |
| Cross-network | 465 | ↓ from 675 |
| Organic Shopping | 124 | ↓ from 132 |
| Organic Social | 32 | ↓ from 65 |
| Page | Views | vs Prior |
|---|---|---|
| RV Window Shade Designer | 3,200 | ↑ 4.7% |
| Tank Finder | 901 | ↑ 5.6% |
| Homepage | 856 | ↑ 30.9% |
| Checkout | 306 | ↑ 16.6% |
| Shopping Cart | 231 | ↑ 11.2% |
| Fresh Water Tanks Collection | 210 | ↑ 23.1% |
| Slow-Roll Shower Door (Irvine) | 168 | ↑ 37.3% |
Traffic is strong and growing across every channel. The problem is AOV swinging week to week ($99 → $136 → $108). Revenue follows AOV, not order volume. Order count is remarkably stable (153–175/week) but revenue swings $5k+ depending on product mix. You're not losing customers — you're losing cart size.
Organic new users dropped 1,346 → 1,303 vs prior period. Cross-network dropped more sharply (675 → 465). Paid Search held flat at 949. No crisis, but organic acquisition is not growing right now.
The Shade Designer pulled 3,200 page views — 46% of all views. It's driving enormous traffic but shade orders are likely lower AOV than tanks. This is the likely cause of AOV compression. The tool works as a traffic magnet — question is whether those visitors are buying enough.
+192% revenue and +479% orders vs same week last year. The business is dramatically larger than 12 months ago. The "slowdown" is real week-to-week AOV volatility, not structural decline. Fixing AOV could add $3–5k/week at current volume.
1,700 active users from China and 333 from Singapore in 7 days. Unusual for a US RV parts store — likely bot/scraper traffic inflating session counts and pushing conversion rate down. Worth filtering in GA4 for a clean US-only view.
| Metric | Current | Target |
|---|---|---|
| Weekly Revenue | $17,417 | >$20,000 |
| AOV | $108 | >$125 |
| Purchase Rate | 2.1% | >2.5% |
| Organic New Users | 1,303 | Stable or growing |
| China/SG Traffic | 2,033 users | Investigate / filter |