New to this series? Checkout the first report for background info on Postcard Panda.
tl;dr – New customers, as compared to October, was up, although revenue was down again. Experimented with Apple Search Ads. I also had a customer post a 1 star review which she then changed to 5 stars after the card actually arrived. I like real roller coasters a lot more than iTunes review rollercoasters.
Overall Stats
| October 2016 | November 2016 | % Change | |
|---|---|---|---|
| Revenue | $307.76 | $264.05 | -14.20% |
| Total Expenses | $269.94 | $230.34 | -14.67% |
| Profit | $37.82 | $33.71 | -10.87% |
Expenses Breakdown
| October 2016 | November 2016 | % Change | |
|---|---|---|---|
| Kite.ly | $190.00 | $163.75 | -13.82% |
| Hosting (Heroku) | $14.00 | $14.00 | 0% |
| Advertising | 0 | 0 | N/A |
| Stripe | $54.83 | $47.23 | -13.86% |
| S3 + Cloudfront | $5.14 | $5.36 | 4.28% |
| Refunds | $5.97 | $0 | -100.00% |
USA App Store Stats
| October 2016 | November 2016 | % Change | |
|---|---|---|---|
| Guest Orders | 18 | 12 | -33.33% |
| Logged In Orders | 123 | 112 | -8.94% |
| Total Orders | 141 | 124 | -12.06% |
| Signups who placed an order | 22 | 34 | 54.55% |
| Downloads | 112 | 144 | 28.57% |
| Reviews | 1 | 3 | 200.00% |
UK App Store Stats
| October 2016 | November 2016 | % Change | |
|---|---|---|---|
| Guest Orders | 0 | 0 | N/A |
| Logged In Orders | 11 | 7 | -36.36% |
| Total Orders | 11 | 7 | -36.36% |
| Signups who placed an order | 2 | 0 | -100.00% |
| Downloads | 1 | 1 | 0.00% |
| Reviews | 0 | 0 | N/A |
Retention
What Went Right
- Downloads and signups who placed an order in the USA were up nicely this month. I’m happy to see those numbers up, as getting new customers signed up is likely to pan out into future revenue.
- I’ve been using Apple Search Ads with the promo credit I was given. It was very easy to setup, and I spent $39.50 in November with an average CPA of $0.50. That’s actually pretty good, and might be a reasonable channel for marketing spend. I need to add some deep tracking into the app to see the behavior of people arriving via search ads to really verify if that’s true.
- I didn’t have to do any heavy lifting for Postcard Panda this month, the app has been moving along with only about an hour of support requests total in November.
- No bugs happened in regards to image generation!
What Went Wrong
- Apple is doing a bunch of greeting card and postcard featured spots in the app store right now, and I’m not even close to cracking into those spots. Unfortunately, you usually have to know somebody on the inside in order to grab one of those slots, which I do not.
Next Month’s Goals
Get revenue to change in a positive direction.. christmas cards anyone?
Thanks for reading, and check back next month!
At least the review rollercoaster went up and not down, haha. In general your App Store reviews look great! You should definitely be proud of that, even if the other numbers aren’t where you want them to be (yet).
When you say CPA, is the “A” acquisition/download?
@Kristen, yes the CPA in this case is for acquisition/download. And thank you for the continued encouragement!