Since ecommerce tracking went live, on-site conversion has held and improved even as total traffic fell. The revenue softening from the March–April peak is an acquisition problem upstream of the website — a collapsed email channel and eroding direct traffic — not a problem with how the store converts the visitors it gets.
Revenue, Sessions & Conversion Rate by Month
Bars are monthly revenue; lines track sessions and conversion rate on their own axes. The current month is partial. January is excluded — ecommerce tracking was still being set up (0.07% CR, 34% engagement), so it is not a fair baseline.
Why revenue softened
It's traffic, not conversion
Sessions fell from ~88k (Mar–Apr) toward ~76k (Jun), while conversion rate stayed flat-to-up. The store is converting its visitors at least as well as it did at peak — there are simply fewer of them arriving.
The email channel went quiet
Email drove 3,830 sessions and ~$10.8k in February and has since fallen to a couple hundred sessions and near-zero revenue. This is the single largest recoverable line and it sits entirely upstream of the website.
Direct & returning demand is eroding
Direct sessions are down ~18% since February. Returning visitors convert ~5× better than new ones, so as repeat traffic thins (partly the email effect), revenue feels it out of proportion to the session count.
Mobile is the on-site soft spot
Desktop conversion actually climbed over the window. Mobile peaked in April and has slipped since — the clearest on-site opportunity, and one the test program is already aimed at.
Channel Sessions by Month
Where the traffic went. Watch the Email row collapse.
Conversion Rate by Device
Desktop rising, mobile easing off its April peak.
New vs Returning — Conversion Rate
Returning visitors convert far better; protecting repeat traffic protects revenue.
Revenue by Product (program to date)
BeatBuddy 2 is the revenue engine; the test program is concentrated where the money is.
| Product | Revenue | Units |
|---|
What the testing program delivered
Nine experiments in the program's first months: four wins, one mixed, two learning losses, one with no usable data, and one live right now. The job of a testing program is not to win every test — it is to compound the wins, cut the losses fast, and turn each loss into the next test. Both losses here did exactly that: Exp-7 became Exp-8, and Exp-8's mobile hold became Exp-10.
Single focused CTA vs. three. Hero CTA clicks +158%, add-to-cart +43%, purchases +84%, revenue +66% — ~$3,142 incremental over 19 days. Rolled out.
Jump-links nav on the flagship PDP. BeatBuddy 2 units and revenue both +11.5%, and add-to-cart converted to a completed purchase 33% more often. Fewer, better-qualified carts. Rolled out to all BB2 traffic and now shipped in the theme.
The Exp-3 winner ported to a second product. MINI 2 units 4 → 6 and revenue +50% on 19% fewer product views, with landing-page bounce -4.1pp and engagement +4.1pp at 98% confidence. Rolled out 4 Aug and now shipped in the theme — and it won with a different audience than Exp-3 did (new mobile visitors here, returning visitors on BB2).
Direct fix for Exp-7. Ran 17 Jun – 15 Jul and won clearly on desktop: purchase rate +59%, revenue +125%. Shipped to desktop; mobile deliberately held back because new mobile visitors regressed (0.10% vs 0.40%). That hold became Exp-10 rather than a guess.
Add-to-cart +11.6% overall, but only BeatBuddy 2 improved downstream — premium PDPs got worse. Kept where it helps; flagged a follow-up to isolate the two changes.
Engagement -49%, BB2 PDP sessions -37%. Too many competing CTAs diluted intent. Called in 11 days and fed directly into Exp-8 — a loss that cost little and taught a lot.
The Exp-3/5 pattern on a $379 limited edition: 1 unit sold in each group over 84 days — a page that cannot answer the question at any run length. Session revenue looked +63% until we read it at product level and found the gain was other products entirely. Reverted, and it produced the most reusable lesson of the round: read PDP tests at the item level, and only test where the product actually sells.
Launched 3 Aug — the answer to Exp-8's mobile hold. Restacks the mobile hero so a BeatBuddy 2 purchase route sits above the fold, replacing a 304px dead image band and three competing full-width buttons. Primary metric is BB2 PDP sessions per mobile homepage session, because mobile purchase volume is too thin to read.
Where the next gains are
Reopen the email channel (highest $ / lowest effort)
Restarting lifecycle & campaign email is the fastest path back to the March–April revenue line. This is upstream of testing, but it's the clearest recoverable number on this page — worth raising with the team that owns email.
Mobile-first conversion tests
A compressed mobile hero and a sticky mobile add-to-cart bar target the one place on-site conversion is slipping. Highest-priority items in the test backlog.
Earn back returning visitors
Trust / social-proof for new visitors (92% of traffic, converting at ~1/5 the returning rate) plus stronger reasons to come back. Grows the high-value returning segment over time.
Fix the cart drop-off
Add-to-cart to begin-checkout is the biggest funnel leak site-wide. A clearer next-step and reassurance in the cart is a high-priority, high-reach test.
Full detail lives in the other tabs: Insights (live 90-day findings), Experiments (per-test readouts) and Test Backlog (the prioritised queue these recommendations come from).