Choose the audience and occasion
Define the need, trigger, alternatives and constraints around the purchase. The same person may behave differently when buying for themselves, choosing a gift or planning an event. Use interviews, sales patterns and service feedback to identify which occasions deserve a different offer or message.
Connect the offer to the economics
Clarify the value proposition, price presentation, route to purchase and delivery promise. Include returns, discounts, support and fulfillment when assessing contribution. A channel that generates cheap orders may be expensive once the full customer experience is considered.
Build a learning sequence
Choose a small number of hypotheses about the audience, offer or buying experience. Define a comparable observation period and a decision rule before testing. Use acquisition and repeat-purchase evidence together, and avoid expanding spend simply because an early metric looks favorable.
Put the decision into practice
- Define the purchase occasion.
- Identify the main alternative.
- Map costs through fulfillment.
- Choose focused growth hypotheses.
- Review acquisition and continuation together.
Bring the business question, the evidence already available and the constraints that matter. Discuss your next step with Nancy Chou.