Oil & Eve — Q2 2025 QBR

QBR: Scaling Quality, Strengthening Channels, and Becoming a Regional Name.

Published: June 30, 2025

In Q2 2025, Oil & Eve focused on strengthening its foundation and scaling with intention. The quarter opened with a successful 4/20 campaign that drove a 25.9% increase in monthly revenue—from $X,359.50 in March to $X,268.00 in April—adding $X,908.50 in additional sales and sharply increasing customer acquisition. Compared to Q1, new customer growth rose by 74%, with XX new buyers in Q2 versus XX in Q1. Daily site traffic more than doubled during the campaign window, and bundled purchases, especially of flower and edibles, spiked in the two weeks surrounding the holiday. Building on that momentum, Oil & Eve rolled out the Google Analytics Suite and Site Kit for the first time, enabling visibility into over 1,100 unique visitors, including 265 returning users. Returning users accounted for 25% of all conversions and averaged 4.78 pages per session, while new users viewed 4.02 pages per session, both well above the 2.5–3.5 page industry average.

To strengthen organic discovery, the team added structured metadata and alt text across all product and image assets, contributing to a 255% increase in Google search impressions (from 1,094 to 3,882) and a 298% increase in clicks (from 61 to 243). The launch of six SEO landing pages, organized by grade, zone, and effect, paired with eight new educational content pieces (covering melt, terpene effects, dosage, and beginner guidance), drove more qualified traffic into the catalog. A critical iOS checkout bug that had impacted conversion was also fixed early in the quarter. The product catalog expanded rapidly with new drops in flower, solventless, vapes, and edibles from award-winning cultivators and processors. While several new brands were introduced, core house-selected SKUs—especially connoisseur-grade and tier 3 indoor flower—remained top sellers and repeatedly neared sell-out.

Oil & Eve also introduced new landing pages that localized product availability by jurisdiction, breaking the product assortment into clearly defined delivery and shipping zones across the U.S. These updates helped customers understand not just which items qualified for same-day delivery in the Atlanta metro area or next-day shipping across Georgia, but also which products were available for national shipping. At the same time, we transitioned away from USPS and upgraded to a new shipping provider to offer faster, more reliable delivery across state lines. By clearly explaining where we can and can’t sell specific items based on compliance and carrier restrictions, the site now sets better expectations at checkout, reduces confusion, and supports seamless expansion into new markets. This zoning strategy improved customer trust, optimized conversions, and unlocked national shipping capabilities for eligible SKUs.

By the end of Q2, Oil & Eve had emerged as a regionally recognized brand, with branded queries like “Oil and Eve,” “Oil & Eve weed,” and “rosin delivery Atlanta” among the top-performing Google search terms. Traffic from Georgia accounted for the majority of visitors, with 20% coming from Atlanta alone, followed by New York (3%) and Chicago (2%). Every strategic improvement—from infrastructure and content to catalog—was implemented without paid ads, affiliate networks, or outside capital, proving the strength of product-market fit and customer trust in a niche, underserved market.

Month	Total Sales	Orders	Month-over-Month Growth	Notes
March	$X,676.00	XX	—	Baseline month before 4/20 campaign
April	$XX,239.00	XX	+72.5%	Boosted by 4/20 sale and site traffic
May	$X,108.00	XX	–31.2%	Stabilized after 4/20 spike
June	$XX,495.00	XX	+59.1%	Highest-grossing month of the quarter

🔍 Search, Discovery, Experience & Behavior – Q2 2025 Deep Dive

In Q2, Oil & Eve saw significant growth in organic discovery, on-site engagement, and buyer behavior—all without paid advertising or influencer campaigns. These gains were driven by thoughtful backend improvements: the implementation of Google Analytics and Search Console, structured metadata for every product, alt image text for search visibility, and SEO-optimized landing pages. As a result, Oil & Eve became easier to find, easier to trust, and easier to shop—especially for new and first-time cannabis buyers in Georgia.

🔎 Search & Organic Discovery

Oil & Eve’s visibility in search engines expanded significantly in Q2, confirming the brand’s growing authority and keyword alignment.

Google impressions increased 255% from 1,094 in Q1 to 3,882 in Q2.Clicks from Google increased 298%, from 61 to 243.Click-through rate (CTR) rose from 5.6% to 6.3%, exceeding the e-commerce average of ~2.5%.

• Google impressions increased 255% from 1,094 in Q1 to 3,882 in Q2.
• Clicks from Google increased 298%, from 61 to 243.
• Click-through rate (CTR) rose from 5.6% to 6.3%, exceeding the e-commerce average of ~2.5%.

These gains are especially meaningful because they were entirely organic. The rise in branded search terms like “Oil and Eve,” “Oil and Eve weed,” and “rosin delivery Atlanta” indicates growing name recognition, while long-tail keyword hits (e.g., “Georgia same day weed delivery” and “solventless flower near me”) show that product content and metadata are matching real user intent. This combination of brand and product discoverability gives Oil & Eve a strategic advantage: we are being found by qualified, ready-to-buy customers, not casual browsers.

Why it matters:

Organic traffic is sustainable and cost-effective—no ad budget is required.Branded search volume growth indicates repeat impressions and referrals.High CTR tells us that meta descriptions and product titles are working, leading users directly into conversion funnels.

• Organic traffic is sustainable and cost-effective—no ad budget is required.
• Branded search volume growth indicates repeat impressions and referrals.
• High CTR tells us that meta descriptions and product titles are working, leading users directly into conversion funnels.

Oil & Eve’s improvements to site speed, mobile experience, and educational content had measurable impact on how customers behaved once they arrived. Site visits nearly doubled from 375 in Q1 to 735 in Q2.Average session duration increased 19%, from 3 minutes 12 seconds to 3 minutes 48 seconds.Bounce rate improved, dropping from 43% to 41%.Conversion rate increased from 3.45% to 3.67%, even with higher traffic.

• Site visits nearly doubled from 375 in Q1 to 735 in Q2.
• Average session duration increased 19%, from 3 minutes 12 seconds to 3 minutes 48 seconds.
• Bounce rate improved, dropping from 43% to 41%.
• Conversion rate increased from 3.45% to 3.67%, even with higher traffic.

For context, the industry average e-commerce conversion rate is between 2.5–3%. Surpassing 3.5% while scaling traffic indicates that improvements like fixing mobile checkout bugs, organizing content by grade and zone, and adding detailed product descriptions had a meaningful effect.

Why it matters:

A lower bounce rate means more visitors are finding the site useful and engaging.Longer session times suggest intentional browsing and product comparison.Increased conversion while scaling traffic signals efficient user flow and decision-making.These metrics together reduce customer acquisition costs and improve the likelihood of repeat purchasing behavior.

• A lower bounce rate means more visitors are finding the site useful and engaging.
• Longer session times suggest intentional browsing and product comparison.
• Increased conversion while scaling traffic signals efficient user flow and decision-making.
• These metrics together reduce customer acquisition costs and improve the likelihood of repeat purchasing behavior.

From a brand perspective, these improvements mean Oil & Eve is building trust and authority organically, without sacrificing profitability for growth. We're capturing intentional shoppers at the moment they are searching for solutions, not pushing products through noise.

From the customer’s side, the improved discovery and experience mean:

• They can find us faster, using real-world search language.They land directly on relevant product pages with the information they need.They spend less time searching and more time choosing.
• They can find us faster, using real-world search language.
• They land directly on relevant product pages with the information they need.
• They spend less time searching and more time choosing.

When Oil & Eve launched in January 2025, the goals for Q1 were simple but ambitious:
Build trust. Move product. Lay the groundwork for growth.

We weren’t trying to scale overnight—we were trying to prove that a small, values-led cannabis brand could thrive in the South by delivering premium solventless products with real integrity and customer care. With no outside capital and no paid ads, our Q1 goals focused on:

• Generating first-party sales traffic through organic search
  We wanted to test whether people were already searching for rosin, THCA, and flower delivery in Georgia—and whether our positioning would resonate once they landed.

• Building a loyal local customer base
  The goal was to develop a network of Atlanta-based buyers who would come back, spread the word, and trust us enough to refer friends—knowing our site wasn’t gimmicky, shady, or overloaded with low-quality products.

• Validating our supply chain and delivery model
  Before scaling, we had to ensure that the hyper-local delivery infrastructure worked, that customers received their orders quickly and discreetly, and that they felt supported every step of the way.

• Stabilizing monthly revenue growth with high-margin SKUs
  Rosin and premium flower were chosen not only for quality, but for profitability. Q1 was about establishing a pricing model that allowed for sustainable margins even with low order volume.

By the end of Q2, these goals had been surpassed: