“A significant challenge in the consumable product space is the escalating customer acquisition costs. The goal is to expand the customer base while simultaneously reducing the cost of acquiring new customers. This balance is crucial for sustainable growth. We’ve achieved this balance through various strategies. A key initiative over the past year involved partnering with emerging advertising channels. Another strategy involves identifying ‘advertising arbitrage’ opportunities as well as designing compelling new offers to attract customers. We analyze these efforts by breaking down performance into KPI categories: Is it a type or cost of traffic problem, a conversion rate problem, or an Average Order Value (AOV) problem? By understanding and addressing each of these components, we can strategize how to more effectively drive sales.”