8-figure stores are burning to the ground

With this one mistake

Angus Cowan
July 11, 2024

Hey there,

There is no doubt that 2024 has been an extremely tough year for MANY ecom brands.

I personally think this is because many brands were born out of the success of COVID and stimulus checks. Might be a hot take, but so be it.

Because of this - many many fundamentals of growing a brand and growing a business were neglected.

Things like your CUSTOMER JOURNEY.

Probably the most important part of ecommerce, or any business.

This is the journey your customer goes on from:

Seeing your ad → Visiting your site → Filling out your pop up form or looking at products → Receiving emails → Placing an order

Now this could look different for many customers.

But for the most part, this needs to be DIALLED in.

Your customer needs to have a seamless, easy journey.

The more they need to think, the more likely they are to drop off along the way and not purchase.

Let’s look at this example from Frank Green.

This is their pop up form.

This is a weak offer.

Then, even if you do fill it out, you receive NO welcome email at all whatsoever.

So now, they’re relying FULLY on their customer to take themselves from cold traffic → purchase.

Whereas, if they had

→ Site traffic

→ Fill out pop up form with good offer

→ Welcome flow educating consumers on the products, showcasing different collections & reminding them to use their discount code

We can essentially guide the customer to where we want them to go.

Which do you think would convert more?

A customer who has to find their own way to checkout?

Or a customer who has received 5 different emails, claimed our pop up form offer, and who has been showcased a variety of our products?

The latter.

Take this as a sign to think about your cold traffics journey on your site!

All the best,

Angus Cowan

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