Marketing is a boundless playground and you can drive yourself nuts trying every flavor of the moment. So you need to narrow your focus. After nearly 11 years of testing I can tell you that the only 2 things that matter are answering these 2 questions:
- How can we do a better job converting first-time buyers?
- What caused a first-time buyer to place their first order?
These are the only 2 questions that matter. Period.
The 1st question requires a telescope mindset. We’re looking at a big data set and picking up patterns. You will find a lot of valuable data in your Google Analytics.
The 2nd question requires a microscope mindset. It doesn’t matter if your site generates 2 or 45 first-time purchases in a month. What matters is if you specifically understand why transaction ID #4566 occurred. It’s really important we talk to these brave first-time buyers. They have taken a leap of faith on you and we need to understand what switch happened in their mind that caused them to make that leap. There are many forces that push the ‘almost’ shopper to quit, and it’s our job to understand how transaction ID #4566 overcome those opposing forces to place their first order.
These 2 questions are strongly related. By better understanding Question 2 you can better answer Question 1.