The good iceberg that growing stores forget about

I usually recommend that you have a few experiments active at once.

All three are new ideas or new things. You're trying to see if they are better than what you have.

What's unspoken though is that the majority of your store stays mostly the same. You're not releasing a brand new design, while throwing away your entire product catalog, and shifting your target market every week.

Besides being insane, that would make it impossible to run actual experiments. You'd have no idea what caused any improvement and you'd be relying on luck.

No, what you do is keep almost everything the same while you change a few bits. Then later on ones those are working, you change a few more things.

This is the standard optimization process and you already know it, even if you haven't thought through it this way.

What I want to point out is this, the new changes get the most attention but it's predominantly "everything else" that gets the most resources and contributes the most to your store's success.

This is what creates stability in your store. This is why it doesn't crash and burn every single day. This is why customers buy and come back to buy again. This is why the historic metrics matter so much in Repeat Customer Insights.

I just want to shine a small light on that aspect that rarely gets mentioned, even by me.

Eric Davis

Segment your customers automatically with RFM

Segmenting your customers has always been touted as a powerful marketing tool but many stores avoid it because it can be time-consuming.
Repeat Customer Insights will automatically segment your entire customer base for you based on the valuable data Shopify has already collected for you. Ranging from 5 to 30 to over 125+ different segments using RFM and other models, you can pick how much power you want to harness.

Learn more

Topics: Conversion rate optimization Optimization

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