Monthly Performance Report
Alpine Supply Co. · the standing July review of revenue, traffic and spend
01 · The month in brief
Revenue up, and one self-inflicted leak to fix before the sale.
Since last month’s review, two things have compounded and one has come loose. The automated email flows recommended in the May edition are now fully warmed up and delivered their best month yet. Paid search kept taking share on the gear-guide queries. And the new product gallery, shipped on 9 July, has been quietly taxing mobile conversion ever since.
Revenue of £286,400 makes July the best month since November’s peak, and the growth is genuinely volume: average order value held just above £98. But the growth is traffic-led, and the August sale will multiply whatever conversion rate we take into it. Fixing the gallery is the most valuable hour of engineering available this month.
02 · The scorecard
Four numbers against June
The standing scorecard, July against June, same definitions as every edition.
| Metric | June | July | Vs target | MoM |
|---|---|---|---|---|
| Revenue | £268.4k | £286.4k | 104% | ↑ 6.7% |
| Blended ROAS | 4.2x | 4.6x | 115% | ↑ 0.4 |
| Sessions | 118,400 | 131,900 | 110% | ↑ 11.4% |
| Conversion rate | 2.30% | 2.21% | 94% | ↓ 0.09 pts |
| Email revenue | £37.7k | £45.6k | 109% | ↑ 21% |
03 · What moved
What worked, what slipped, what to change
Email flows delivered their best month yet
The winback and browse-abandonment flows from the May edition are now past their learning period: email revenue rose 21% since last month to £45,600, and the two flows contributed 38% of it. No extra sends, no extra spend; this is automation doing the work. MP-01 · owner: Fieldnote
Paid social creative has fatigued
The two hero videos have now been in market for eleven weeks. Frequency reached 4.2, CPMs rose 18% since last month, and channel ROAS fell from 3.4 to 2.6. We pulled daily budgets back by a fifth on 18 July to protect the blended number; new creative, not more budget, is the fix. MP-02 · owner: Fieldnote
The new mobile gallery is costing conversions
The product-page gallery that shipped on 9 July added roughly 1.1 seconds to mobile load. Mobile conversion fell 0.14 points while desktop held flat; with 62% of sessions on mobile, that accounts for the whole of the blended dip. Lazy-loading the gallery should recover it before the sale. MP-03 · owner: Alpine dev team
04 · August priorities
Agreed at the monthly review, tracked in next month’s edition
| Ref | Priority | Owner | Window | Impact |
|---|---|---|---|---|
| PR-01 | Replace both hero videos with three UGC cuts and one product demo; retire the fatigued set | Fieldnote | w/c 4 Aug | High |
| PR-02 | Lazy-load the product gallery and bring mobile load back under 2.5 seconds | Alpine dev team | by 8 Aug | High |
| PR-03 | Extend the winback flow to the 60-day lapsed segment | Fieldnote | w/c 11 Aug | Medium |
| PR-04 | Sale landing page and email calendar for the August clearance | Joint | by 15 Aug | Medium |
We walk through this page together in the first week of every month. The link never changes; when the August edition is ready, it replaces this one in place, so whoever holds the link always holds the current month.