If it’s people who bought, you’d love for it to double and hate if it was halved.
But if it’s the non-buyers it shouldn’t matter at all.
You could even lose 90-95% of your traffic and your store would still be as profitable, as long as that’s you don’t lose the buying traffic. (In most businesses that pay for their server costs, losing that traffic would make them more profitable as there are less people using their resources without buying)
Now what if I was charging you for my double your traffic magic powers. Would you pay without knowing which traffic gets doubled?
Well if you run ads, that’s exactly ghana telegram screening whats going on. You’re paying advertising companies to send you traffic that might or might not include buyers.
If you’re lucky and have statistics on your side, you might double your traffic and get some buyers in that. But it’s risk.
Optimizing your processes for traffic doesn’t necessarily make your business more profitable. It might. But without using a holistic metric, your optimizations might be chasing the wrong chicken.
And you can substitute most any other metric for traffic in here and the logic works. Email subscribers. Open Rates. Likes. Retweets. Most metrics don’t matter and becoming more efficient at them doesn’t actually do anything to profit.
Let’s talk profit. Profit is probably the best holistic metric for most Shopify stores to optimize. Some might use a related metric that’s linked to profit like number of jobs created (which are paid for from profit) but for most stores, profit is what keeps the lights on. Without profit, any larger mission or goal you have becomes harder to reach.
That’s why a lot of metrics in Repeat Customer Insights are around which repeat customers are the best. Better customers contribute more to profit. They cost less to keep. They cost less to acquire. That leaves more profit.