What moved, why, and what we are doing in October. Read the sections you care about; the ones you skip tell us what to cut from the next one.
September was the first month where organic search brought more orders than paid social. The autumn collection landed on the 9th and carried the second half of the month; the "seconds" sale on the 23rd cleared the shelf in two days and brought back 61 customers who had not bought since spring. Ad spend went down on purpose and revenue went up anyway, which is the sentence we have been trying to write since July.
Sessions by week, with the share from search in the darker bars. The spike in week 37 is the collection launch; week 39 is the sale.
Search now brings 58% of sessions, up from 41% in June. The three product pages we rewrote in August rank for their own category terms for the first time; the glossary page we were unsure about is the fourth most visited page on the site.
| Line | Orders | Revenue | vs Aug |
|---|---|---|---|
| Autumn collection (new) | 148 | € 13,910 | new |
| Everyday range | 171 | € 11,220 | +4% |
| Seconds sale (2 days) | 79 | € 4,890 | one-off |
| Workshops | 14 | € 1,740 | −18% |
Average order went from € 71 to € 77, almost entirely the collection. Workshops fell because September had one weekend fewer on the calendar, not because demand dropped; October has five.
| Campaign | Spend | Orders | Cost per order |
|---|---|---|---|
| Collection launch, Instagram | € 2,100 | 63 | € 33 |
| Seconds sale, email + stories | € 300 | 79 | € 4 |
| Search, brand terms | € 800 | 41 | € 20 |
| Search, category terms | € 1,000 | 22 | € 45 |
The sale is the outlier and should not be read as a strategy: it worked because the list was warm and the stock was real. Category-term search is the one we are watching; at € 45 an order it pays for itself on the collection but not on the everyday range.