Funnel snapshot
| Step | Hits | Orders | Conv% | AOV | Note |
|---|---|---|---|---|---|
Advertorial 1 /article | 28,446 | 590 | 2.1% | $189.29 | 256 leads captured |
PDP /pp1 | 30,407 | 1,485 | 4.9% | $182.88 | Biggest revenue node. Hits > advertorial → direct PDP traffic exists. |
Upsell 1 V1 (Mag-Split) /u1-v1 | 647 | 128 | 19.8% | $269.96 | Only reaches 43% of buyers — investigate. |
The four ideas
Extend the upsell stack (U2, U3, D1, D2)
Right now, U1 is the only post-purchase OTO. Every "no" exits the funnel; every "yes" also exits. Add a Primera-style same-brand fan-out: Solar Radio (U2), Emergency Food Kit (U3), single-unit downsell (D1), laminated action plan (D2). 4Patriots — a direct preparedness-category competitor in our library — has this architecture fully built out.
Add order bumps at checkout
The PDP bundles the free checklist and whistle as baked-in bonuses — convert 2–3 of them into optional paid bumps. Nooro gets 20%+ of buyers to select at least one bump from a 3-stack. Shipping protection, printed field-laminated checklist, tactical fire-starter are the right three for TerraShell.
Mobile sticky CTA on the advertorial
Only 5 CTAs in ~2,800 words. On mobile, that's long gaps where a reader can bounce with no conversion path. Nooro's advertorial runs a persistent sticky bar plus inline CTAs at pain-point peaks and converts at 21–26% overall. For TerraShell, run the always-on variant (your audience doesn't need the delayed reveal).
Pain-point segmented advertorials
Your current advertorial tries to serve four distinct avatars (Storm Mom, Stranded Driver, Wildfire Evacuee, Practical Prepper) through a single mom-narrator voice. Split it: 4 dedicated advertorials, each with its own hook, opening scene, and featured testimonial. PestLab, Armra, and BBCo all run this. Same PDP; segmentation lives at the advertorial layer.
Suggested launch order
| Week | Ship | Why first |
|---|---|---|
| 1–2 | #5 — Sticky CTA + inline CTAs | 1–2 days of dev. Zero new copy. Highest ROI-per-hour on the list. |
| 2–4 | #2 — Order bumps at checkout | Printed checklist + fire starter fast to source. Shipping protection is same-day. |
| 4–8 | #1 — U2 + U3 + D1 + D2 | Product sourcing (radio, food kit) is the gating item. Copy & page builds run in parallel. |
| 6–10 | #6 — Segmented advertorials | New testimonials needed for evacuation/prepper variants. Content production alongside #1. |
Open questions we still need answered
- Is there a U1-V2 running that explains the 647 / 1,485 reach gap?
- What's driving the 28k advertorial vs. 30k PDP hits — is direct-to-PDP traffic intentional?
- Have you tested any quiz path yet? (
pp1in the URL hints at one but none is visible on the page.) - What's your current email list size and post-purchase sequence today?