How Paid Search Demand Indicates A Need For A Business Rebuild

You measure the percentage of orders coming from paid search - by stage in the customer life cycle, right? Right?!!

When a business is cruising along and is performing well, here's what you typically see.
  • 1st Order = 25% of orders from paid search.
  • 2nd Order = 12% of orders from paid search.
  • 3rd - 5th Orders = 6% of orders from paid search.
  • 6th - 10th Orders = 3% of orders from paid search.
  • 11th+ Order = 1% of orders from paid search.
As brand loyalty increases, the need for a customer to sit out on Google comparison shopping decreases.

When a business needs to be rebuilt, this is what you typically see.
  • 1st Order = 25% of orders from paid search.
  • 2nd Order = 17% of orders from paid search.
  • 3rd - 5th Orders = 16% of orders from paid search.
  • 6th - 10th Orders = 15% of orders from paid search.
  • 11th+ Order = 14% of orders from paid search.
When your loyal customers are comparison shopping on Google before being redirected to your site (at your expense), your business needs to be rebuilt. It means that your loyal customers do not trust your value proposition.

Same thing with Affiliates and Facebook and Pinterest and Snapchat. If your loyal customers need a third-party to direct themselves your way, your business needs to be rebuilt.