#145: Get returning customers shopping quicker. Here’s how.

No. 145: Hey all,

Returning visitors know your brand.

And most of the time, they know what they want.

So make your products the focal point, not social proof.

Especially if you have a large catalog.

Here’s why.

In less than 1-minute, take away:

• An insight to test: Move product categories up to convert returning visitors.

• A news highlight: New data about where American ecommerce is headed this year.

• Useful tips: 2 ways to increase AOV without upsells.

🎯 WEEKLY INSIGHT

Convert returning visitors faster by moving product categories higher up on homepage.

Get straight to the point.

If you have a large customer base that returns often, there’s no need to “sell” the brand with social proof right away.

For returning customers, prioritize products over social media links and social proof.

Check this out:

A kitchenware brand’s many categories were buried under social proof links on the homepage.

To get visitors shopping faster, we moved the less critical links down and products up for a 10% boost in conversion rates.

Your returning customers have specific shopping intentions.

So get them straight to the products they want (while sharing your full catalog).

You CAN customize your layout to display differently for returning visitors vs. new visitors. And you should.

Curious how? Let’s talk.

This customization for returning visitors ensures products are the focal point and visitors actually see all you offer.

Beyond that, it’s efficient.

The fewer the clicks, the more likely customers are to convert.

⭐ Takeaway: Move categories above non-essential links to streamline the path to purchase and reduce browsing time for returning customers.

🕙 WHAT’S BREWING

Here’s how to NOT lose 70% of your customers at checkout.

📣 IN CASE YOU MISSED IT

Match your homepage message to the buyer stage.

Motivate buyers with a styling section high on your product page.

2 ways to increase AOV without upsells.

🗞️ NEWS HIGHLIGHT

What new data shows about where American ecommerce is going in 2025.

👀 FROM LAST WEEK

#144: Too many benefits can backfire. Here’s why.

💡 ALLEN’S QUICK TIP

👊 STOUT SUCCESS

Ready to talk shop? Book a strategy call with me.

Let’s work together. Here are 3 ways I can help:

•  🎯 Like this insight? See all previous wins here and collection of case studies here.​

• 🎓 Want super short daily insights? Follow me on Twitter and LinkedIn.​

•  📈 Ready to work together? Get on my calendar here.

That's all for today.

If you enjoyed this, please consider forwarding it to a friend, founder, or fellow marketer.

And if you have any comments/questions, I'd love to hear them.

Until next time.

— Allen