When Search Goes Bad

Want a search-related inflection point?

When analyzing inflection points, I measure the impact of orders attributed to search on future response. Here's a fun tidbit:

• Search can be a strong positive on a first order.
• By the time the customer orders for a third time, the fact that the order is attributed to search becomes an inflection point ... the customer is frequently less responsive going forward.

In other words, at the very time the customer should be becoming loyal to your brand, an order attributed to search suggests the opposite ... that the customer doesn't trust you.

Measure the dynamic for yourself. If you can't do it, contact me (kevinh@minethatdata.com) and I'll get busy doing just that for you.