Portfolio version. Absolute customer counts, revenue figures, cohort values, and acquisition volumes have been stripped out of this file rather than covered over — where you see ▮▮▮, no real number exists in the page or its source. Product names are generic descriptors. Acquisition is shown indexed to its own first year. Every ratio, rate, and trend is the real finding, unchanged.
Active Customers
▮▮,▮▮▮
2+ orders • likely to buy again
Revenue Concentration
97%
from the top 20% of customers
Activation Rate
54% → 30%
first-to-second purchase, 2015–2025
Transaction History
18 yrs
never previously queried
Revenue Concentration
Lifers drive the overwhelming majority of projected revenue
Activation Rate Is Declining
% of each year's new customers who came back and bought again
Gateway Products — Lifer Rate
When a new customer's first purchase is one of these products, what % become Lifers?
Tier 1 — highest conversion to long-term customer
All-in-One System · 35L
49%
Tier 2 — strong conversion
Tier 3 — highest total volume of Lifers created
New Customer Acquisition
First-time buyers per year, indexed to 2015 = 100 — declining since the 2020 peak
Where this went next: The gateway-product Lifer rates above became the basis for tiered customer-acquisition targets across paid search and paid social — spending more to acquire a customer whose first purchase predicts a high lifetime value, and staying lean on intent that doesn't. Those targets and the underlying margin assumptions are omitted here.