by EmilyDolton | Aug 24, 2026 | Customer Behaviour
There’s understandably a lot of attention paid to the first order a customer places. Which ad brought them in? Which channel? Which product? How much did it cost to acquire them, and what was the ROAS? Blended, or in platform? All useful questions. But I’m...
by EmilyDolton | Aug 24, 2026 | Growth Strategy
When there’s an ambitious growth target, it’s tempting to look for the big thing. The new market. The new channel. The increased marketing spend. The big product launch. Sometimes there genuinely is one enormous opportunity. More often though, growth comes...
by EmilyDolton | Aug 24, 2026 | Marketing Performance
Conversion has fallen. That’s useful to know. But it doesn’t tell us what to do. Because “conversion is down” can describe all sorts of different things. Perhaps the mix of traffic has changed. Perhaps mobile conversion has moved but desktop hasn’t....
by EmilyDolton | Aug 24, 2026 | Customer Behaviour
Imagine one of your products is flying. Lots of first orders. Great conversion. Customers clearly like it. You’d understandably want to sell more of it. But I’d want to know what happens afterwards first. Because products don’t just bring in orders....
by EmilyDolton | Aug 24, 2026 | Commercial Thinking
I’ve had versions of this conversation with lots of people. “Ooh, look how many of these we’ve sold.” “This customer’s ordered 40 times!” “That new product is flying.” “We’ve suddenly got loads of customers from Manchester.” “Our top three...
