Last week Kevin Hillstrom wrote about optimizing for the wrong measurement.
He was implying optimizing for orders received or total sales on Cyber Monday when in-fact the business should be measuring profitability.
This optimization happens all the time and it’s an easy trap to fall into.
Traffic is one of the big trapping metrics.
You and most other Shopify greece telegram screening store owners would agree that they’d all want more traffic. That’s why you buy ads right?
Wrong.
What you’re really wanting is profit (probably, see below).
To get that profit you need orders. To get those orders you need visitors showing up. Those visitors showing up are the traffic metric.
But traffic is not the end goal. It’s just the means to the end goal.
For a thought experiment, if I had magic powers and could double your traffic with a thought would you accept it?
What if I had evil magic powers and could half your traffic with a thought. Would you accept it?
Saying Yes or No to either is the wrong answer.