enterade® AO Pilot
Phase 1 & 2 Review
February 25 – April 24, 2026 · 60 Days Complete
Confidential · Marketing Performance Summary
1
Review of TOFU Performance — Phase 1 & 2
2
ROAS & Amazon Sales
3
Key Findings
4
8-Point UX / Listing Changes & Corrective Actions
5
90-Day Pilot Overview
enterade® · Confidential
Section 1
TOFU Performance
Phase 1 & Phase 2 — Top of Funnel Results
enterade® · Confidential
TOFU Performance — Phase 1 vs Phase 2
Phase 1
Impressions
975K
Feb 25 – Mar 24
Phase 2
Impressions
1.92M
Mar 25 – Apr 24
↑ +97%
Phase 1
Clicks
11,459
1.17% CTR
Phase 2
Clicks
23,440
1.22% CTR
↑ +105%
Phase 1
Ad Spend
$9,668
Budget: $14K–$17K
57%–69% used
Phase 2
Ad Spend
$13,098
Budget: $20K–$24K
55%–65% used
enterade® · Confidential
Section 2
ROAS & Amazon Sales
Revenue Performance Across Both Phases
enterade® · Confidential
ROAS & Amazon Sales — Phase 1 vs Phase 2
Phase 1
Amazon Sales
$6,993
117 purchases
Phase 2
Amazon Sales
$7,800
Sales attributed
↑ +$807 vs Phase 1
Phase 1 ROAS
0.72x
$6,993 ÷ $9,668
Phase 2 ROAS
0.60x
$7,800 ÷ $13,098
↓ -0.12x vs Phase 1
enterade® · Confidential
Section 3
Key Findings
Cart Abandonment — The Primary Bottleneck
enterade® · Confidential
Key Finding — Cart Abandonment Rate
Phase 1 Abandonment
47%
Feb 25 – Mar 24
104 of 221 carts abandoned
Est. $6,215 lost revenue
Phase 2 Abandonment
51%
Mar 25 – Apr 24
↑ +4 points — worsened
~1 in 2 buyers not completing
Root Cause Analysis
Traffic volume, audience fit, and creative performance are all working.
The bottleneck is the Amazon checkout and storefront experience — not the campaign.
The bottleneck is the Amazon checkout and storefront experience — not the campaign.
enterade® · Confidential
Section 4
8-Point UX & Listing Changes
Conversion Audit — Corrective Actions Taken
enterade® · Confidential
Conversion Audit — 8-Point UX & Listing Changes
#1
Unavailable SKUs (Vanilla, Watermelon, Orange) displayed on live listings
Critical
#2
Price per ounce display creates sticker shock — no per-serving frame
Critical
#3
Wrong metadata: Primary Supplement Type listed as Potassium Chloride
High
#4
Product Benefits metadata too generic (Gut Health / Digestive Health Support)
High
#5
Product bullet copy leads with features, not patient outcomes
High
#6
No usage guidance — buyers don't know when or how to start
Medium
#7
Hero banner has no CTA — strong proof, no buying trigger
Medium
#8
No Subscribe & Save on a repeat-purchase medical product
Medium
enterade® · Confidential
Corrective Actions — Response to Findings
💰
Ad Spend Reduced by 70%
Media investment scaled back until checkout conversion issues are resolved. Driving traffic into a broken checkout creates waste — not revenue.
✅ Implemented
🖥️
Amazon Storefront Landing Pages Rebuilt
Updated landing pages in development for three destinations: Homepage, enterade® AO, and IBS-D — optimized for conversion and brand consistency.
🔄 In Progress
🎯
McKesson Retargeting & Promotions
20% Discount Promotion running via NTB Coupon & Abandon Cart. ✅ Implemented
DSP Retargeting: Full campaigns estimated live within 2 weeks. 🔄 In Progress
DSP Retargeting: Full campaigns estimated live within 2 weeks. 🔄 In Progress
enterade® · Confidential
Section 5
90-Day Pilot Overview
Phase 1 · Phase 2 · Phase 3 Projections
enterade® · Confidential
90-Day Pilot — Phase Overview
✅ Complete
Phase 1
Feb 25 – Mar 24, 2026
Actual Spend
$9,668
Budget: $14K–$17K
ROAS
0.72x
Amazon Sales
$6,993
Cart Abandonment
47%
✅ Complete
Phase 2
Mar 25 – Apr 24, 2026
Actual Spend
$13,098
Budget: $20K–$24K
ROAS
0.60x
Amazon Sales
$7,800
Cart Abandonment
51%
Upcoming
Phase 3
Apr 25 – May 24, 2026
Budget Range
$6K–$8K
Reduced 70% — pending fixes
ROAS Target
1.0x
Projected Sales
$6K–$8K
Budget × 1.0x ROAS
Cart Abandonment Target
↓ 40%
enterade® · Confidential
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