🧸 Maven Fuzzy Factory

E-commerce Traffic, Funnel Conversion & Marketing Performance

Net Revenue Audited Executive Analytics
Total Sessions

472,871

Across all channels
Total Orders

32,313

Overall CVR: 6.83%
Net Revenue

$1,853,171

Refunds: $85,338 (4.4%)
Net AOV / RPS

$57.35 / $3.92

Per Order / Per Session

1. What is the trend in website sessions and order volume?

Full Operating Months

Traffic and order volume exhibited dramatic, consistent scaling from 2012-04 to peak operating volume in 2015-02. Monthly sessions expanded from 3,734 to 23,778, while monthly orders grew from 99 to 2,068.

2. What is the session-to-order conversion rate? How has it trended?

The lifetime platform conversion rate is 6.83%. Over full operating months, CVR rose steadily from 2.65% to peak at 8.7%, driven by iterative landing page testing, mobile checkout optimizations, and multi-product bundling.

3. Which marketing channels have been most successful?

gsearch (nonbrand) is the primary commercial acquisition engine, driving $1,074,110 Net Revenue (58.0% of total). High-intent brand channels (gsearch brand & bsearch brand) achieved superior conversion rates exceeding 8%.

Channel Sessions Orders CVR (%) Net Revenue RPS
gsearch (nonbrand) 282,706 18,822 6.66% $1,074,110 $3.80
bsearch (nonbrand) 54,909 3,818 6.95% $215,859 $3.93
Organic Search 43,411 3,262 7.51% $188,244 $4.34
Direct Type-In 39,917 2,856 7.15% $167,495 $4.20
gsearch (brand) 33,329 2,511 7.53% $144,980 $4.35
bsearch (brand) 7,914 701 8.86% $41,253 $5.21
socialbook (desktop_targeted) 5,590 288 5.15% $17,630 $3.15
socialbook (pilot) 5,095 55 1.08% $3,597 $0.71

Net Revenue by Channel ($)

4. How has the revenue per order evolved? What about revenue per session?

- Net Average Order Value (AOV - Left Axis): Rose steadily from $47.47 to $63.12 as additional product lines were introduced.
- Net Revenue Per Session (RPS - Right Axis): Scaled from $1.26 to peak at $5.28, demonstrating compounding conversion and monetization efficiency.