Chapter 2

Is an expensive customer a loss, or a bargain?

Một khách đắt là lỗ, hay là món hời?

The chapter's question

How much does one of my customers buy in total over six months?

Big idea

How much to spend on a customer can only be answered once you know how much that customer leaves behind.

In this chapter

  1. Part 2.1

    Margin on the First Order

    How much does the first order leave behind?

  2. Part 2.2

    Repeat Rate

    What share of buyers buy a second time, and after how long?

  3. Part 2.3

    Six Months of One Customer

    Added up, how much does one customer leave behind?

  4. Part 2.4

    A Safe Ceiling

    Given that number, what is the most I may spend on a new customer?

The reading for this chapter is inside Conan School

This chapter has 4 readings, with case stories and exercises. Chapter 1 of What a New Customer Costs is free to read right here.

Read in Conan School

Chapters of What a New Customer Costs

  1. 1.Do I really know what a new customer costs me?
  2. 2.Is an expensive customer a loss, or a bargain?
  3. 3.Do ads create sales, or just take credit?
  4. 4.Sales are up, so why not spend more?
  5. 5.If I stop ads, will anyone still find me?