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FEB. 19 UPDATE: Please be advised that severe winter weather from coast to coast continues impacting sample deliveries to our lab, and your test results may be delayed. We will communicate when samples arrive and notify you of potential delays as they occur. Thank you for understanding.

Organizational Marketing Reporting – Feb 2020

Executive Summary

  • February MTD, there have been 6254 cases sold, compared to 5,774 cases over the same period in January (8% increase)
  • Revenue increases:
    • Organic: 11% increase
    • PPC: -3% decrease
    • Referral: 5% increase

DDC Marketing Focus

  • Primary Team efforts focused on DNACenter com Redesign Efforts
  • Wpromote team optimizing spend PPC and new site efforts SEO
  • Design Efforts targeting collateral for Satellite Offices and Sales Banquet

DDC Marketing Insights

  • Call and Revenue volume 10 % to plan based on 14 % MoM Organic Traffic
  • Call and Revenue volume 10 % to plan based on 9 % MoM PPC Traffic
  • Increase in Amazon Paternity and Fertility sales but lagging MoM plan by 7

Marketing Efforts: DTC

  • Of cases sold in February, there are:
    • 5,935 paternity cases
      • 726 immigration cases
    • 285 prenatal cases
    • 34 other cases (twin zygosity, allele sizing, etc.)

PPC-US

  • MTD PPC spend is $90,157.85, which is a -5% decrease compared to the same period in January
  • MTD PPC revenue is $254,370, down -3.0% from $262,293 MTD in January
    • This may be due in part to switching over campaigns from DDC to WPromote
  • MTD PPC calls are 2,189, a 8% decrease from 2,375 over the same period in January
  • MTD online/cart PPC revenue is $3,009.92, a 2% increase MoM
    • MTD PPC online cases are 16, a 36% MoM increase

Organic

  • MTD organic revenue is $458,903.86, up 11% from $413,198.49 over the same period in January
  • MTD organic cases are 745, up 13% from 662 in the same period in January
    • 401 cases were paternity
    • 130 cases were immigration
    • 126 cases were prenatal
    • 88 cases were other (twin zygosity, maternity only, etc.)
  • MTD organic calls are 2478, up 13% from 2194 over the same period in January
  • MTD online/cart organic revenue is $11,574.43, a 61% increase MoM
    • MTD online organic cases are 50, a 53% increase MoM

Website

  • DNAcenter.com generated the following traffic MTD in February:
    • Users: 111,994 (32% increase MoM)
    • Sessions: 153,915 (32% increase MoM)
    • Pageviews: 246,314 (28% increase MoM)
  • The traffic is broken down into the following channels:
    • Direct: 49,354 (41.10%) (37% increase MoM)
    • Organic: 42,224 (35.16%) (34% increase MoM)
    • Paid: 26,993 (22.43%) (24% increase MoM)
    • Referral: 1286 (1.07%) (30% increase MoM)
    • Social: 269 (.22%) (52% increase MoM)
    • Email: 5 (<0.1%) (150% increase MoM)
    • Other: 8 (0.1%) (-47% increase MoM)

    Marketing Efforts: International/UK

    Cases/Revenue

    • MTD UK revenue is $89,188.51, which is 73% of January’s total (for the whole month)
    • MTD UK cases are at 354 MTD in February, which is 58% of January’s total (for the whole month)

    PPC

    • PPC Campaign Performance
      • Spend: $9,612.24
      • Clicks: 5,727
      • CTR: 11.85%
      • CPC: $1.68
      • Impressions: 48,340

    Website

    • DNAcentre.co.uk generated the following traffic MTD in February:
      • Users: 13,801 (23% increase MoM)
      • Sessions: 17,081 (19% increase MoM)
      • Pageviews: 29,248 (3% increase MoM)
    • The traffic is broken down into the following channels:
      • Direct: 5,894 (42.52%) (33% increase MoM)
      • Paid: 5,133 (37.03%) (-3% decrease MoM)
      • Organic: 2,685 (19.37%) (24% increase MoM)
      • Referral: 120 (0.87%) (-26% decrease MoM)
      • Social: 30 (0.22%) (114% increase MoM)
      • Bounce: 67.73% (4% increase MoM)

    Cases/Revenue

    • MTD, there were 354 UK cases sold, with $89,188.51 in revenue

      Marketing Efforts: Amazon/Retail

        • MTD Amazon revenue is $111,538 (14% from $97,425 in January)

        • Paternity:   

         

              • Ad Spend: $3639
              • Impressions: 553,712
              • Ad Sales: $21696
              • ACOS: 16%
              • Orders: 262

        • Fertility

         

              • Ad Spend: $12
              • Impressions: 391
              • Ad Sales: $51
              • ACOS: 24%
              • Orders: 2

        • Vasectomy

         

            • Ad Spend: $268
            • Impressions: 13,167
            • Ad Sales: $4,371
            • ACOS: 6%
            • Orders: 74
        • Retail revenue is $538,793.03 MTD, a 5% increase from $510,781.70 over the same period in January
        • MTD there are 4,006 retail cases, a 4% increase from 3593 over the same period in January
        • Amazon Performance Overview (By Product)
          • Fertility
            • Cases: 2,251
            • Total Revenue: $58,906.00
            • ASP: $26.17
          • Vasectomy
            • Cases: 603
            • Total Revenue: $36,054.00
            • ASP: $59.79
          • Home Paternity
            • Cases: 378
            • Total Revenue: $29.703.00
            • ASP: $78.58
          • UK
            • Cases: 302
            • Total Revenue: $4,735.00
            • ASP: $15.68

        Marketing Efforts: Referral

        • MTD revenue from referrals is $291,174.47, a 46% increase from $199,257.64 over the same period in January
        • MTD referral cases are 536, a 45% increase from 369 over the same period in January
        • Non-corporate account referral revenue MTD includes:
          • Partners/Affiliates
            • Cases: 370
            • Revenue: $215,258.32
            • Calls: 884
          • AABB/Satellite Offices
            • Cases: 409
            • Revenue: $245,731.42
            • Calls: 280
          • Medical Marketing
            • Cases: 175
            • Revenue: $75,916.15
            • Calls: 518

        Website

        • MTD, we have referral traffic from the following sources (traffic measured in users):
          • Americanpregnancy.org: 47 
          • Facebook: 63
          • DNAtesting.com: 35
          • SCC.ca: 33
          • Baidu: 27
          • DNAtestingchoice.com: 12

        Digital Marketing Efforts: Email

        • Over the last 3 months, our email campaigns have achieved:
          • Number of sends: 277,000
          • Open Rate: 12.45%
          • Click Rate: 1%
          • CTOR: 8.04%
        • Over the last 3 months, our Vet email campaigns have achieved:
          • Number of sends: 217,000
          • Open Rate: 11.58%
          • Click Rate: .51%
          • CTOR: 4.42%
        • Over the last 3 months, our corporate account emails have achieved:
          • Number of sends: 6,524
          • Open Rate: 35.59%
          • Click Rate: 3.74%
          • CTOR: 10.50%