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. They can influence the customer journey that follows.
Say customers whose first purchase is Product A have a 30% chance of buying again.
Customers starting with Product B have a 12% chance.
And customers starting with Product C have a 4% chance.
That changes how I’d think about those products considerably.
Product C might still be hugely valuable. Perhaps it has fantastic margin. Perhaps it recruits customers you wouldn’t otherwise reach. Perhaps there’s something about the post-purchase journey we can fix.
But I’d want to know.
This is one of the reasons I don’t particularly like looking at products, channels or campaigns in isolation.
Something can look excellent through one lens and rather less impressive through another.
And sometimes the really interesting question isn’t:
“What’s selling?”
It’s:
“What does buying this lead to?”
