The second purchase starts with a question your SEO team ignored
The first purchase gets a campaign. The second sometimes gets a search box, an old confirmation email and the customer's best guess at the name of a replacement part.
Ideas, observations & things worth sharing
Beyond the Click
Occasional notes on practical search strategy for growing businesses.
Words by Shaun Bell
The archive
4 storiesFresh perspectives
A busy agency report is not the same thing as a useful month
I can fill a slide with activity. The harder conversation is whether the customer had a better experience and the business got something worthwhile.
Hello again. Yes, I still know what you sell.
A returning visitor may need one missing detail. Repeating the whole introduction can feel like being recognised by a very forgetful shop assistant.
The second order is when the customer stops being polite
A repeat purchase can tell you something useful about the first experience, provided you let the customer choose freely and give the story time.