12 Tips for Winning at Search Engine Marketing

Remember: For many visitors, that interior product page will be their first, last and only exposure to your brand.

Tip No. 8: Beware of prospecting too deeply.

Don’t assume search-driven buyers repurchase at the same rate as catalog buyers; many catalogers find they don’t. As repeat purchases drive lifetime value, use caution when using lifetime-value arguments to justify prospecting below breakeven. At worst, aim to break even on the first sale.