enterade® AO Pilot — Phase 1 Results
February 25 – March 24, 2026 · 30 Days Complete
✅ Phase 1 Complete
Section 1 — Top of Funnel Performance
Question 1
How did Top-of-Funnel strategies perform in Phase 1?
Strong performance across all channels. Phase 1 delivered exceptional reach and click volume within budget, with traffic quality indicators — including add-to-cart rates and engagement depth — confirming strong audience-to-product fit across paid media and content channels.
Purchase Funnel — Phase 1
Impressions
975K
All channels
›
Clicks
11,459
1.17% CTR
›
Detail Views
1,805
15.8% of clicks
›
Add to Cart
221
12.2% of views
Weekly Medical Articles
Educational content authored weekly, building clinical credibility and organic awareness around enterade® AO.
Email Campaigns
Targeted email distribution of articles to current customers — reinforcing consideration and driving repeat touchpoints throughout Phase 1.
Section 2 — Conversion & Sales
Question 2
Is this converting into sales?
Phase 1 ROAS
0.72x
$6,993 sales ÷ $9,668 spend
Total Spend
$9,668
vs. $14K–$17K budget
Amazon Sales
$6,993
117 purchases
Avg Order Value
$59.76
Per purchase
Cart Abandoned
104 (47%)
Est. $6,215 lost revenue
Yes — but we are leaving money on the table. The campaign is generating strong traffic and purchase intent. However, 47% of consumers who add enterade® to their cart on Amazon do not complete the purchase — representing an estimated $6,215 in lost revenue in Phase 1 alone. The product, the audience, and the traffic are all working. The bottleneck is the Amazon checkout experience.
The opportunity is clear: fixing cart abandonment doesn't require more spend — it requires converting the intent we've already generated.
The opportunity is clear: fixing cart abandonment doesn't require more spend — it requires converting the intent we've already generated.
▼
Cart Abandonment Opportunity
Current State
0.72x
ROAS · 47% cart abandonment · 117 purchases · $6,993 sales
→
Fix cart
abandonment
abandonment
If abandonment drops to 26%
1.01x
ROAS · 164 purchases · $9,802 sales · Break-even achieved
⚠️ Key insight: With the same traffic, same spend, and same creative — simply reducing cart abandonment from 47% to 26% would have brought Phase 1 to break-even (1.01x ROAS). No additional media investment required.
🛒 Cart Abandonment Scenarios — What Could Phase 1 Have Looked Like?
Based on 221 add-to-carts and an avg order value of $59.76. All scenarios use the same $9,668 spend.
Actual Result
47%
Abandonment Rate
117 purchases$6,993 in sales
ROAS: 0.72x
Current
Scenario A
40%
Abandonment Rate
133 purchases (+16)$7,948 in sales
ROAS: 0.82x
+$955 revenue
Scenario B
33%
Abandonment Rate
148 purchases (+31)$8,844 in sales
ROAS: 0.92x
+$1,851 revenue
Scenario C
26%
Abandonment Rate
164 purchases (+47)$9,801 in sales
ROAS: 1.01x
Break-even ✅
Section 3 — Why? Hypotheses to Test
Question 3
Why is cart abandonment at 47%?
Hypothesis 1 — Most Likely
No Retargeting for Cart Abandoners
High-intent consumers who added to cart but didn't buy are not being followed up with bottom-of-funnel messaging.
Test: Launch a cart abandonment retargeting campaign.
Test: Launch a cart abandonment retargeting campaign.
Hypothesis 2
enterade® AO Storefront
The McKesson Amazon storefront may feel outdated and is not optimized for conversion, creating hesitation at the final step.
Test: Conduct a full UX audit of the checkout flow.
Test: Conduct a full UX audit of the checkout flow.
Hypothesis 3
Price Sensitivity & Hidden Costs
Unexpected delivery fees or a higher-than-expected final price at checkout may be driving abandonment.
Test: Audit final checkout price vs. advertised price.
Test: Audit final checkout price vs. advertised price.
Hypothesis 4
enterade® AO
Limited reviews on the AO listing may cause hesitation at the final decision point — consumers want validation before buying.
Test: Create a review generation campaign.
Test: Create a review generation campaign.
Section 4 — 90-Day Pilot Overview
📅 Phase-by-Phase Overview
Phase 1
✅ Complete
Feb 25 – Mar 24, 2026 · 30 days
Actual Spend
$9,668
Actual ROAS
0.72x
Amazon Sales
$6,993
Phase 2
Upcoming
Mar 25 – Apr 24, 2026 · 30 days
Budget Range
$20K–$24K
ROAS Target
1.5x
Includes cart abandonment optimizations
Projected Sales Range
$30,000–$36,000
Budget × 1.5x ROAS
Phase 3
Upcoming
Apr 25 – May 24, 2026 · 30 days
Budget Range
$23K–$27K
ROAS Target
2.0x
Full funnel + LinkedIn activated
Projected Sales Range
$46,000–$54,000
Budget × 2.0x ROAS
Section 5 — Media Spend Efficiency
💰 Phase 1 — Media Spend Efficiency
Actual Spend
$9,668
Out of a $14,000–$17,000 budget
vs. $14K budget
69%
used
vs. $17K budget
57%
used
Strong results achieved at 57%–69% of budget — leaving $4,332–$7,332 undeployed. Phase 2 will utilize the full budget range with optimizations from Phase 1 learnings.