Resources · Worksheet
The sample cohort
Follow one month of first-time sample buyers forward to the full order and judge your series and your ads at the same age the retailer did.
The question
“If the sample is the first sale, what carries the buyer to the second?”
The assignment
List the worries that stop someone ordering your full product, then check that each one has an ad and a landing page that answer it, and an email that picks it up after the sample.
At the architectural products retailer in the article, the full order came a median of about 25 days after the sample, between 24 and 30 across the spring cohorts, and the paid cohort had 1.3% of its sample buyers on a full order at about ten days old, against 0.9% and 2.5% for the two months before at the same age. Measured only 30 days out, the median looked like 13. The same cohort on your orders.
Numbers in the readout that are not yours come from the article. Fields marked optional sharpen the answer but are not needed for it.
People, not orders.
What your numbers say
Still needed: First-time sample buyers that month; Of those, with a full order by day 10; Of those, with a full order by day 30; Of those, with a full order by day 60; Median days from sample to full order, for those who ordered; Day your post-sample email series ends; Worries that stop someone ordering the full product; Of those, worries with their own ad and landing page.
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