This episode reveals the often-overlooked secret to predictable ecommerce sales: focusing on returning visitors. While most businesses pour resources into new traffic, returning visitors convert at a significantly higher rate. Ecommerce operators should strategically re-allocate marketing investment to nurture these valuable repeat customers for consistent, reliable revenue growth.
This week I'm doing something a little different on the Podcast. I'm going to give you one strategy a day for 5 days in a row. It's a strategy that will get you closer to creating predictable, reliable sales every day, week, month. All year round. Each episode is super short - and I'm going to give you one thing to do each day. At the end of the week, you'll be 5 steps closer to being able to count on the sales you want every day, whether you're just starting out, or you're looking for significant growth this year. Today I want to talk about Conversion - and what I see as the secret to Conversion And even though you may have heard me talk about this, you might not have fully onboarded it yet. And I don't hear the "Experts" talking about this, but in my mind, it's the #1 way to set yourself up for conversion. So here it is: Returning Visitors - people who have visited your site 1,2,3, or more times, are at least 2x more likely to make a purchase than people who only visit once. Think about it - how many times do you see a product on social media, go to the website, and immediately make a purchase. Not often, right? You might bookmark it - or take a picture of the item, but for most of us, 9 times out of 10, if we're on Social Media, and a product catches our attention, we are just starting the customer journey. Here's an example: Recently I saw a store that had a conversion rate of 1.2% But when we did a little digging, we saw that new visitors were only converting at .7% And returning visitors - they were converting at 3.45% - almost 5x the new visitor rate Less than 1 of every 100 first time visitors made a purchase More than 3 of every returning visitor made a purchase Most store owners put up to 80% of their marketing investment [time and $] into getting traffic. Paid traffic is expensive, but necessary. It's normal for paid traffic to cost