When it comes to ecommerce metrics, traffic is like the refined sugar.
You can focus on getting a lot of it, but your health will suffer in the long-term.
I've seen solo operations struggle to keep the lights on while getting a million visits per year. While others barely get 20k and are overwhelmed with orders.
Finding ways to maximize your other business metrics with the least amount of traffic is ideal. This means strong purchasing conversion rates, high customer retention rates, and the ability to create demand in-house through your own marketing activities.
The difference between traffic and refined sugar is that we don't need any sugar but we'll always need some traffic. Just make sure you're making the best use of it and don't binge on traffic only.
Eric Davis
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