Primal Queen
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$1+
added pure profit per session from Rokt Thanks and Pay+
$3.49
in added AOV from post-purchase upsells
↑ 30%
of their second SKU, setting up higher retention and future revenue from repeat buys
Overview
Primal Queen is a women-focused health brand rooted in ancestral nutrition, best known for its beef organ supplements. Their mission is to serve the female market with natural, non-pharmaceutical solutions – in a category traditionally dominated by male-oriented branding.
As they scaled, their team faced rising acquisition costs and needed to increase profit per session and grow active subscribers to justify ad spend and unlock greater monthly recurring revenue (MRR). They turned to Aftersell to unlock new post-purchase revenue streams without changing their acquisition strategy.
Challenge
The team had a second product (Goddess Creatine Bites) but struggled to drive awareness or attach it to existing subscriptions.
Before Aftersell:
- Their post-purchase tools lacked insight into profit per visitor, which made price and offer testing difficult
- Most tools focused on conversion rates rather than actual profitability
- Their customers rarely encountered Goddess Creatine Bites during the buying journey, leaving high LTV potential untapped
As Chuckie Gregory (Primal Queen’s co-founder) put it:
“With post-purchase offers, the biggest needle mover is the offer itself... Revenue per session or conversion rate alone doesn’t tell us much. We need to see what’s driving the most profit.”
Solution
Primal Queen implemented Aftersell with two core features that changed the game
- Rokt Thanks – a unique post-purchase offer format they couldn’t run with other platforms
- Pay+ – an additional monetization layer that added revenue without disrupting the checkout experience
They also relied on:
- Built-in split testing to optimize pricing and upsell structure
- Profit per visitor reporting, which allowed them to incorporate cost of goods and focus on meaningful results
“Being able to see profit per session is massive... That was cool.”
Results
Aftersell helped Primal Queen unlock meaningful post-purchase gains:
- $1+ added profit per session from Rokt Thanks and Pay+ – “a dollar we weren’t able to get anywhere else”
- Multiple dollars in added AOV from post-purchase upsells
- Increased adoption of their second SKU, setting up higher retention and future revenue from repeat buys
Summary
With Aftersell, Primal Queen gained the visibility, tools, and upsell mechanics they needed to increase profit per customer, fast.
“If you’re not doing post-purchase at all, you’re leaving money on the table... And even if you are, you might be missing out on what Aftersell uniquely offers.”
Looking to grow AOV, MRR, or profit per session?Aftersell makes it simple to capture more value – right after checkout – without touching your ad strategy.
