A comprehensive 12-month analysis of Rageism Beauty's e-commerce performance reveals both significant challenges and compelling growth opportunities.
Revenue has declined from the June 2025 peak of $102,623 to a recent average of $51,917/month. This represents a significant downward trajectory that requires immediate intervention to stabilise and reverse.
The decline spans 9 months and shows no signs of organic recovery without strategic changes to acquisition and retention channels.
4,752 of 11,888 lifetime customers have made repeat purchases — generating 75.4% of total revenue. This is a strong foundation for a consumables-based beauty brand.
GA4 validates this: returning visitors convert at 4.57% vs 0.98% for new visitors — a 4.7x higher conversion rate.
Sessions wasted on the broken landing page /?v=b870c45f9584 with just a 0.11% conversion rate — vs 4.98% on the homepage.
Meta Ads showing very low last-click attribution in GA4, suggesting campaign structure and targeting inefficiencies. Google Ads PMax Non-Branded burning budget at 0.38% CR.
With systematic optimisation of existing channels, Rageism Beauty can reach $120K/month within 12 months — more than doubling current revenue from the recent $52K average.
The strong AOV ($137.95), loyal customer base (40.0% repeat), and established product-market fit provide an exceptional foundation for accelerated growth.
Monthly revenue and order volume from March 2025 through March 2026, revealing the peak-to-decline trajectory and seasonal patterns.
June 2025 delivered the strongest month at $102,623 with 765 orders — driven by mid-year promotional activity. November 2025 was the second-highest at $95,236, likely boosted by Black Friday/Cyber Monday campaigns.
April 2025 also performed strongly ($90,050) with 644 orders, suggesting promotional campaigns were the primary revenue driver during these months.
Since the June 2025 peak, revenue has dropped 49.4% to a recent average of $51,917/month. The decline is consistent month-over-month, indicating systemic channel degradation rather than seasonal fluctuation.
March 2026 ($26,594) appears to be a partial month, but January ($56,049) and February ($47,785) confirm the downward trend. Without intervention, this trajectory suggests further erosion.
Despite declining order volume, AOV has increased from $129.09 (Mar 2025) to $149.80 (Feb 2026) — a 16% improvement. This indicates customers are buying more per transaction, suggesting strong product quality perception and effective bundling (Award Winning Pack, Foundation and Primer Pack). This rising AOV partially offsets the order decline and provides an excellent foundation for growth — we need to drive more high-value orders, not discount our way to volume.
| Month | Orders | Revenue | AOV | Customers | Items Sold | Discounts |
|---|---|---|---|---|---|---|
| 2025-03 | 117 | $15,104 | $129.09 | 114 | 305 | $1,180 |
| 2025-04 | 644 | $90,050 | $139.83 | 621 | 2,175 | $10,031 |
| 2025-05 | 454 | $60,232 | $132.67 | 438 | 1,389 | $6,448 |
| 2025-06 | 765 | $102,623 | $134.15 | 731 | 2,431 | $1,406 |
| 2025-07 | 369 | $50,065 | $135.68 | 355 | 988 | $2,227 |
| 2025-08 | 591 | $84,469 | $142.93 | 557 | 1,803 | $4,127 |
| 2025-09 | 366 | $49,533 | $135.34 | 352 | 999 | $1,162 |
| 2025-10 | 403 | $54,299 | $134.74 | 390 | 1,102 | $2,281 |
| 2025-11 | 689 | $95,236 | $138.22 | 668 | 2,521 | $3,304 |
| 2025-12 | 436 | $59,768 | $137.08 | 423 | 1,486 | $1,891 |
| 2026-01 | 388 | $56,049 | $144.46 | 371 | 1,222 | $2,001 |
| 2026-02 | 319 | $47,785 | $149.80 | 313 | 1,097 | $2,515 |
| 2026-03 | 199 | $26,594 | $133.64 | 193 | 529 | $1,057 |
| TOTAL / AVG | 5,740 | $791,807 | $137.95 | 5,526 | 18,047 | $39,631 |
Understanding purchase frequency and customer loyalty — a critical strength for Rageism Beauty's consumable product model.
A 40.0% lifetime repeat purchase rate across the brand's lifetime is a genuine strength for an e-commerce beauty brand. For context, the industry average for DTC beauty brands sits around 25-30%.
These 4,752 loyal customers generated 75.4% of total revenue ($2,805,284) — proving that Rageism's products genuinely deliver on their promise. Customers who try the products come back.
The most dedicated customers have purchased up to 13 times in 12 months — approximately monthly replenishment.
GA4 data independently confirms the WooCommerce retention analysis:
Returning visitors are 4.7x more likely to convert — the highest-value segment that can be grown through targeted retention strategies.
Currently 7,136 customers (60.0%) buy only once. If we convert just 10% of these single-purchase customers into repeat buyers through email automation, loyalty programs, and retargeting, that's 263 additional repeat customers generating an estimated $72,000+ in incremental annual revenue. This is low-hanging fruit with existing customer data.
Analysis of the top-performing products by revenue contribution, revealing concentration and upsell opportunities across the Rageism Beauty range.
732 units · 729 orders
2,953 units · 2,747 orders
2,121 units · 1,777 orders
Product packs are strong revenue drivers — the Award Winning Pack ($93K) and Foundation and Primer Pack ($48.5K) together account for $141K (17.8% of revenue) with significantly higher AOV.
This suggests customers respond well to curated sets. Expanding the bundle range (e.g., seasonal gift packs, starter kits for new shades) could drive substantial incremental revenue.
The Illuminating Primer is the highest-volume product (2,953 units) with 2,747 unique orders — suggesting it's the gateway product that drives initial purchases and repeat buys.
Foundation variants (02, 01, 03, 00) collectively generated $155K+ in revenue, confirming foundation as the core replenishment product. Automated email sequences at 45/60/90 day intervals could capture more repurchase timing.
| # | Product | Units Sold | Orders | Revenue |
|---|---|---|---|---|
| 1 | Award Winning Pack | 732 | 729 | $93,012 |
| 2 | Illuminating Primer | 2,953 | 2,747 | $78,722 |
| 3 | Award-Winning All Day Foundation - 02 | 2,121 | 1,777 | $76,298 |
| 4 | Foundation and Primer Pack | 440 | 435 | $48,494 |
| 5 | Award-Winning All Day Foundation - 01 | 1,288 | 1,137 | $45,357 |
| 6 | Award-Winning All Day Foundation - 03 | 498 | 444 | $18,282 |
| 7 | Award-Winning All Day Foundation - 00 | 382 | 354 | $15,035 |
| 8 | Award-Winning Correcting Concealer - Light20 | 959 | 812 | $14,018 |
| 9 | Loose Powder Mineral Foundation - 03 - Medium with neutral undertones | 299 | 284 | $12,330 |
| 10 | Starter Pack - Restore, Revive and Renew | 83 | 83 | $12,122 |
| 11 | Highlighting & Setting Powder | 347 | 322 | $12,107 |
| 12 | Perfect Powder Foundation Kit | 81 | 81 | $11,008 |
| 13 | Flawless Foundation Kit | 80 | 79 | $10,609 |
| 14 | Glow Face Oil | 440 | 389 | $10,583 |
| 15 | Glow and Illuminating Primer Makeup Kit | 97 | 95 | $10,098 |
GA4 data revealing how visitors find and interact with rageismbeauty.com.au — and where the biggest efficiency gaps exist.
| Landing Page | Sessions | Revenue | Transactions | Conv. Rate |
|---|---|---|---|---|
/?v=b870c45f9584 |
8,900 | $1,227 | 10 | 0.11% |
/ |
5,484 | $39,426 | 273 | 4.98% |
/shop/ |
1,183 | $2,040 | 15 | 1.27% |
(not set) |
984 | $0 | 0 | 0.00% |
/product/all-day-foundation/ |
869 | $3,708 | 26 | 2.99% |
/product-category/foundation/ |
700 | $3,053 | 24 | 3.43% |
/product-category/all-products/ |
541 | $2,270 | 16 | 2.96% |
/product-category/makeup-kits/ |
417 | $1,972 | 15 | 3.60% |
The landing page /?v=b870c45f9584 received 8,900 sessions — the single most-visited entry point — yet converted at just 0.11% (10 transactions, $1,227 revenue).
Compare this to the homepage / which converted at 4.98% from 5,484 sessions generating $39,426.
Immediate fix: Redirect this URL parameter to the homepage or build a dedicated, optimised landing page. This single change could recover an estimated $35,000+ in annual revenue by capturing the same conversion rate as the homepage.
New visitors make up the bulk of traffic but convert at less than 1%. This is typical for paid acquisition — the opportunity lies in improving first-visit experience and retargeting non-converters.
Returning visitors convert at 4.7x the rate of new visitors and generate more total revenue despite far fewer sessions. Growing this segment through email, retargeting, and loyalty programs is the highest-ROI strategy.
Customer distribution across Australian states — confirming a strong national footprint with opportunities for targeted regional campaigns.
Rageism Beauty enjoys a well-distributed national customer base with the Big 3 states (NSW, QLD, VIC) accounting for 79.5% of revenue at a combined $630,597.
The even split between NSW ($226K), QLD ($203K), and VIC ($202K) indicates broad appeal rather than geographic concentration — a positive signal for scalable paid advertising.
GA4 reveals 5,245 sessions from the US and 2,141 from China — together 11.4% of all traffic — with virtually zero conversions.
This is almost certainly bot traffic or irrelevant paid traffic. Implementing geo-targeting to focus advertising on Australia-only would immediately improve campaign efficiency and reduce wasted spend.
| State | Orders | Revenue | % of Total | Avg Order Value |
|---|---|---|---|---|
| NSW | 1,649 | $226,156 | 29.0% | $137.15 |
| QLD | 1,369 | $202,871 | 26.0% | $148.19 |
| VIC | 1,587 | $201,571 | 25.8% | $127.01 |
| WA | 392 | $52,739 | 6.8% | $134.54 |
| SA | 395 | $52,591 | 6.7% | $133.14 |
| TAS | 149 | $28,347 | 3.6% | $190.25 |
| ACT | 102 | $13,138 | 1.7% | $128.81 |
| NT | 23 | $3,519 | 0.5% | $152.99 |
Initial assessment based on GA4 attribution data — a full platform-level audit will follow with direct access to Meta Ads Manager and Google Ads.
The data below is derived from GA4 last-click attribution, which systematically under-credits top-of-funnel channels like Meta (Facebook/Instagram). Meta drives awareness and consideration; users often convert later via direct, email, or branded search. A full platform-level audit with in-platform ROAS data will provide a more complete picture. The issues identified below are structural — they'll exist regardless of attribution model.
PMax Non-Branded is the biggest concern — 11,609 sessions at just 0.38% CR, generating only $4,785 in revenue. This campaign type is consuming significant budget with minimal return on non-branded queries.
GA4 shows email as the star channel with a 5.54% conversion rate — generating 33.6% of revenue from just 9.5% of traffic. Investing in email automation (welcome series, abandoned cart, post-purchase, win-back flows) represents the highest-ROI opportunity with existing customers and zero incremental ad spend.
Analysis of coupon usage patterns and discount impact on revenue — identifying optimisation opportunities in the promotional strategy.
| Coupon Code | Uses | Total Discount | Avg Discount |
|---|---|---|---|
WELCOME10 |
603 | $4,516.12 | $7.49 |
FREESHIP |
166 | $0.00 | $0.00 |
MUM25 |
152 | $6,107.38 | $40.18 |
BFGWP |
116 | $0.00 | $0.00 |
VAL2026 |
111 | $0.00 | $0.00 |
HAPPY25 |
108 | $472.68 | $4.38 |
WIN20 |
98 | $1,781.64 | $18.18 |
TREAT20 |
93 | $254.52 | $2.74 |
RAGEISM10 |
87 | $1,071.28 | $12.31 |
XMAS25120 |
84 | $0.00 | $0.00 |
At 5% of revenue, overall discount levels are healthy. The $39,631 in total discounts is reasonable for the $791,807 revenue — suggesting Rageism isn't over-discounting to drive volume.
The WELCOME10 coupon (603 uses) is functioning well as a new customer acquisition tool, and zero-discount codes (FREESHIP, BFGWP, VAL2026, XMAS25120) indicate smart use of value-add promotions without margin erosion.
The MUM25 coupon gave away $6,107 in discounts across 152 uses ($40 average per order) — the largest discount value. While likely tied to Mother's Day, the 25% discount is steep for a consumables brand.
Recommendations: Implement tiered discounts (10% under $100, 15% over $150), set minimum spend thresholds, create a strategic promotional calendar aligned with seasonal peaks, and limit coupon stacking.
Six key issues identified during the audit, ranked by impact and urgency — each with a clear path to resolution.
Full channel optimisation and spend efficiency
Redirect to homepage or build proper landing page
Restructure campaigns, fix targeting, improve creatives
Keyword review, bid strategy, negative keywords
Geo-targeting and IP exclusions
Tighten coupon controls, strategic promotion calendar
Now that we've identified the challenges, here's how 121 Group will turn these insights into revenue growth — with a progressive partnership model that aligns our success with yours.
A data-driven 12-month growth blueprint that transforms Rageism Beauty's declining revenue into a sustained growth trajectory — targeting $1.07M+ in annual revenue.
12-month projected revenue
continuing current trajectory
12-month projected revenue
with systematic optimisation
The numbers are conservative. We're not projecting hockey-stick growth — we're projecting systematic recovery and optimisation:
The opportunity is in fixing what's broken — not reinventing the business:
A unique tier-based partnership that aligns our growth with yours — automatic upgrades only when revenue targets are hit.
Tier upgrades are automatic when revenue targets are hit — you only pay more when we've proven the results.
Fix & Stabilise
Scale & Expand
Dominate & Lead
Start on Foundation at just $3,500/month. You only move to Growth ($5,500) when revenue exceeds $68K/month. You only move to Scale ($7,500) when revenue exceeds $85K/month. If we don't deliver results, you never pay more.
A conservative 12-month forecast showing the expected revenue trajectory under 121 Group management versus the status quo decline.
| Month | Status Quo | 121 Group Target | Tier | Management Fee | Growth % |
|---|---|---|---|---|---|
| Apr 2026 | $50,360 | $56,070 | Foundation | $3,500 | +8.0% |
| May 2026 | $48,849 | $62,799 | Foundation | $3,500 | +12.0% |
| Jun 2026 | $47,383 | $67,823 | Foundation | $3,500 | +8.0% |
| Jul 2026 | $45,962 | $74,605 | Growth | $5,500 | +10.0% |
| Aug 2026 | $44,583 | $79,827 | Growth | $5,500 | +7.0% |
| Sep 2026 | $43,245 | $84,617 | Growth | $5,500 | +6.0% |
| Oct 2026 | $41,948 | $91,386 | Scale | $7,500 | +8.0% |
| Nov 2026 | $40,690 | $100,525 | Scale | $7,500 | +10.0% |
| Dec 2026 | $39,469 | $115,604 | Scale | $7,500 | +15.0% |
| Jan 2027 | $38,285 | $106,356 | Scale | $7,500 | +-8.0% |
| Feb 2027 | $37,136 | $111,673 | Scale | $7,500 | +5.0% |
| Mar 2027 | $36,022 | $120,607 | Scale | $7,500 | +8.0% |
| 12-MONTH TOTAL | $513,932 | $1,071,892 | — | $72,000 | +$557,960 |
vs $36,022 status quo — a 3.3x difference
Additional revenue over status quo across 12 months
Every $1 in fees generates $7.7 in incremental revenue
A detailed month-by-month breakdown of the first 90 days — turning audit insights into revenue growth through systematic execution.
Foundation Tier — $3,500
Full analysis of campaign structure, targeting, creatives, bid strategies, and audience signals. Identify wasted spend and quick-win optimisations.
Implement 301 redirect from /?v=b870c45f9584 to homepage. This single fix recovers an estimated $35K+ in annual revenue from 8,900+ wasted sessions.
Block non-Australian traffic in Meta and Google Ads. Eliminate the 7,386 non-converting sessions from US (5,245) and China (2,141).
Ensure Meta Pixel, Google Ads conversion tags, and GA4 e-commerce tracking are properly configured for accurate attribution and optimisation.
Automated weekly dashboard with key metrics: revenue, ROAS, CPA, CR, and channel breakdown. Bi-weekly strategy call to review and adjust.
Foundation Tier — $3,500
Implement proper TOF/MOF/BOF funnel. Top-of-funnel: broad prospecting with lookalike audiences. Mid-funnel: engagement retargeting. Bottom-funnel: cart abandoners and high-intent signals.
Add high-intent non-branded keywords: "makeup for mature skin", "foundation for over 50", "anti-aging cosmetics Australia". Build comprehensive negative keyword lists.
Test founder-story creatives, UGC-style content, before/after transformations, and product education ads targeting the 45+ female demographic.
Deploy product-level retargeting across Meta and Google Display. Target cart abandoners with personalised ads featuring the exact products they viewed.
Foundation Tier — $3,500
Implement Klaviyo flows: Welcome Series (post WELCOME10), Abandoned Cart (3-email sequence), Post-Purchase (review request + cross-sell), Win-Back (60-day inactive).
Optimise Google Shopping feed with enhanced titles, descriptions, and product attributes for better visibility in PMax and Shopping campaigns.
Test homepage variants optimised for paid traffic conversion. Focus on mobile experience (72% of traffic), prominent CTAs, and social proof placement.
Comprehensive 90-day review: what worked, what didn't, budget reallocation recommendations, and strategic plan for Growth tier transition.
121 Group is not a generalist agency. We've spent over 15 years exclusively helping brands connect with female consumers across fashion, beauty, skincare, and lifestyle categories in Australia.
E-Commerce Revenue Growth
Conversion Rate Increase
Online Revenue Growth
We know your audience. 121 Group has spent 15+ years marketing to women across every age demographic in Australia. We understand the nuances of marketing to mature women — the messaging that resonates, the channels that convert, and the creative approaches that build trust.
We know e-commerce beauty. From Napoleon Perdis to Active Skin, we've managed multi-million dollar ad budgets for beauty brands. We understand product feeds, seasonal campaigns, and the beauty consumer's purchase journey.
We know what's broken. Our audit has identified exactly where revenue is leaking and exactly what to fix. This isn't guesswork — it's data-driven diagnosis with proven treatment plans.
We deliver results fast. Our progressive tier model means you see results before paying more. We're incentivised to grow your revenue quickly because our fee growth depends on it.
A selection of Meta Ads, Google Ads, and email campaigns we've created for beauty and fashion clients — showcasing the quality and style we'll bring to Rageism Beauty.
Email is already Rageism's highest-converting channel at 5.54% conversion rate — but there's massive untapped potential.
We'll implement:
The audit is complete. The opportunity is clear. Here's how we move forward.
Meta Ads, Google Ads, GA4, WooCommerce
✅ CompletedComprehensive 12-month data analysis across all channels
✅ Completed — You're Reading ItStart on Foundation tier ($3,500/mo) with Month 1 action plan
🔜 Ready When You AreQuick wins implemented, tracking fixed, campaigns restructured
Start on Foundation at $3,500/month. We prove results before you invest more. Tier upgrades only happen when revenue targets are hit. Your growth funds our growth.
Every month without optimisation costs approximately $10,000+ in lost revenue. Let's start recovering that immediately.
Prepared exclusively for Doris Humunicki — Rageism Beauty
By 121 Group — March 2026
