37.27% More Units, $27.7K and 28.09% More Sales

The challenge

July turned over $98,640.00 ($98.6K) across 1,573 orders at $62.71, on an untested assumption: that the price point was the thing holding the account together. Nobody had checked what happened to unit throughput if the range widened at the lower end, or whether a buyer given a reason to take two would. There was no cross sell architecture at all, so every shopper met exactly one product and left with it or without it. Widening the range on its own pulls the average order down and looks like a mistake for the first month, so the basket mechanics had to be built before the range opened, not after. Both months run thirty one days.

What we changed

• Built cross sell placements through Sponsored Display across the existing catalogue before widening anything, so the basket mechanics were in place to catch the additional traffic rather than lose it.
• Widened the range at the lower price points deliberately, accepting a fall in average order value in exchange for a larger addressable set of buyers inside the same category searches.
• Set coupon depth by ASIN against contribution instead of one account wide percentage, so promotion sat on the lines that could carry it and nowhere near the ones that could not.
• Migrated proven long tail terms into exact match as they converted, so a wider range did not simply mean wider and more expensive advertising across everything in it.
• Reduced handling time across the core range as the price positioning moved, holding competitiveness on delivery promise rather than conceding further on the number itself.

The outcome

• Units reached 2,335, an advance of 37.27% that outran order count at 34.33% and revenue at 28.09%.
• Units per order climbed from 1.08 to 1.11, so baskets deepened as the range widened, which is precisely what the strategy was aiming at.
• $27,707.00 of additional sales, reading as 28.09%, the slowest of the three rates because the average order fell.
• Order value fell 4.64% to $59.80. That was the accepted cost of widening the range, and it is why revenue grew more slowly than units.
• Both windows run thirty one days, so monthly and daily rates are identical and no calendar adjustment applies anywhere on this page.
• Units, orders and revenue growing at three different rates is exactly what widening a range with cross sell in place produces. The advertising efficiency behind it sits elsewhere.