Marketing Report

Sessions were down 22% on June, but bounce rate improved 8.2 points to 72.6%, the lowest of the year, and people spent longer on each page. Paid search made up 42% of sessions in July against 61% year to date, with direct and organic making up the difference.

The homepage, the general undercoating page and the store locator take the top three places, a third of all views between them. Store locator holds people for 3.6 minutes and then sends 2,597 of them back out, so it is the clearest candidate for the conversion work: high intent, high attention, no obvious next step.

74 lead form submissions in July against 23 in June, the best month of the year by a wide margin. Contact us nearly doubled to 30 and store locator matched its January high at 11. The newsletter pop up only went live on 15 July and brought 33 signups in a fortnight, so it is already the largest single source of form fills.

285 new contacts in July, the strongest month since April and 31% up on June. Paid and organic search each brought 66, with direct close behind at 61, so no one channel is carrying the month. Offline sources account for another 81. That is HubSpot's label for contacts who arrived without a tracked web session, so the channel is simply unknown rather than a channel in its own right.

74% of July contacts now carry a state, against 16% before the clean up, and year to date coverage is 81%. New Hampshire, New York and Massachusetts lead, a quarter of the month between them, which matches where the applicator network is strongest. Usage type is the remaining gap, and that only went live in late July.

July was the strongest revenue month of the year: $56,836 from 211 orders, up 45% on June. Order volume is back to where it was in January and April, but each order is now worth $269 against $214 in January, so the growth is coming from basket size as much as from more customers. That is the average order value goal moving in the right direction.

Google Ads turned $10,072 of spend into $15,502 of closed won revenue in July, a ROAS of 1.54x and the first month past the 1.5x goal. It also buys the biggest baskets, $316 an order against $179 for organic search. The largest block of revenue, 40%, sits under offline sources, where the buyer reached us without a tracked session, so the channel that earned the sale is unknown.

49 different products sold across 211 orders in July. Coatings made up 59% of product revenue. Application equipment was only 20 line items but brought in 22%, because those average $574 a line against $197 across everything else. Within coatings, 5 gallon sizes made up 55% of revenue and 1 gallon 15%.

There is not much here yet. Team training ran through June and July, so the pipeline effectively starts in June: 14 of the 17 deals created this year came in those two months, and one has closed won. The main thing at this stage is that deals are being logged, and they are. The conversion numbers will mean more once the team has had more time with the process.

The July send assisted 36 deals worth $9,202, 16% of the month's ecommerce revenue, at an average of 7.1 days from open to purchase. This is the first year NHOU has run a nurture program. It reminds people the season is coming and explains what undercoating prevents, in the months when they are not buying, and it is already bringing in revenue.

Segmentation is an ongoing piece of work and this month is where it starts to improve. Cleaning up state data took coverage from 16% to 74%, usage type will separate applicators from consumers as it fills in, and the integrations remove the manual import.