The Second Order
Sound familiar?
- Every order comes from a new buyer, so stopping ads stops revenue.
- Has a list of past buyers and has never contacted any of them.
- Doesn't know how often the product needs replacing.
- The cost of a new customer keeps rising while the repeat rate stays flat.
After reading, you can
Giúp người bán biến người mua một lần thành người mua lần thứ hai, thay vì trả tiền quảng cáo để tìm khách mới mãi.
Each chapter answers one question
Chapter 1: Am I growing, or just spending more?
How much does it cost me to get one customer, and how much does a customer bring in over twelve months?
If you cannot compare these two numbers, growth is just growing spend.
Chapter 2: Will another discount save an abandoned cart?
Out of ten people who click, how many reach checkout, and at which step do they drop?
People leave at a specific step, and that step can be measured.
Chapter 3: Is clearing stock at a loss worse than keeping it?
What share of my money is tied up in stock that will not sell in the next 60 days?
Inventory is money already spent that has not yet come back.
Chapter 4: If platform fees rise again, where else can I sell?
If the marketplace doubled its fees next month, what would I have left?
Marketplaces provide traffic and keep the customer relationship; your own channel does the opposite.
Chapter 5: Are returns a cost, or free product feedback?
What are my top three reasons for returns, and which can be fixed in the product description?
The return rate is the cheapest product feedback there is, and everyone ignores it.