ecommerce marketing

E-commerce Lesson - Holes in the Bucket

Take a moment to envision your online business as a bucket. 

You fill the bucket with two types of customers - potential customers (leads or prospects) and repeat customers.  But not all these “customers” purchase from you every time (if they do, let me know…I want to invest!), so there are holes in your bucket. 

So, here are some hard facts.  Every day your business is losing sales.  You are letting customers leak out from the bucket.  Sometimes these customers find you again and sometimes your competition finds them. 

In fact, if your business is like most businesses, you already have MANY holes in the bucket.  Some small holes (or cracks in the bucket) cause only several customers per day to funnel out.  And some holes are the size of the Lincoln Tunnel leading customers escape every day never to come back again.  Bye Bye!

Let’s explore these two types of holes for online retailers.

The small holes in your bucket are often unknown or not discussed in your day-to-day business.  Often they are not measured, so they are easy to miss.  Luckily, these are easiest to fix too. Read more