eCom Unity #22 - Rethinking How You Sell

Deep Dive | What Do You Offer to the 97% Who Don’t Buy?

Do you have a good answer to this for your brand:

How do I provide value to the visitors who are not yet ready to buy?

Only 3-4% of visits hitting your site will convert.

So what about the other 97%?

No matter how good your creatives, offer and CRO are.

Over 90% of visitors will not buy.

Now, there are obviously many reasons for that, but an important one is:

People need time to make a purchasing decision. Often much longer than you might think.

So, something I would think about is how I can provide value to people who aren’t ready yet.

Ideally, this “something” should tick the following boxes:

• It’s free for me and the visitors

• It’s valuable to the visitors

• It aligns with my product/brand positioning

• It generates an email opt-in

A great example of this is the Water Report from Jolie.

Their whole brand/product is based around the narrative:

Your skin is bad because your water is bad. (And our shower filter can fix that.)

Now, since this is a unique narrative and their price point is relatively high at $165, 99% of people will not convert on the first visit.

So Jolie created a Water Report, where you can enter your Postcode and they will send you an email showing you the levels of chemicals in your local tap water.

This is pretty genius because

1. Once created, it’s free to send out at scale.

2. It’s valuable to the visitor and also creates curiosity.

3. The report is perfectly aligned with their product and narrative, assuming that water is bad in most places.

4. They can generate an email opt-in allowing them to communicate and reinforce this messaging for free in the future.

Now this side offer is so good that Jolie can properly run their entire customer acquisition through it, meaning having this as the primary call to action for paid traffic.

That’s the gold standard.

When implementing such an offer, though, make sure to make it super intrusive so that you annoy customers to the point where those who wanted to buy the product end up leaving.

Do any other brands that come to your mind use a similar approach?

Deep-Dive | Setting Up Your Retention For Success

This is not a surprise: If you’re promoting a 30-day product but results take 90 days to appear, that might not be the best thing to do.

Some eCom brands keep setting up their retention for failure from the start.

I recently spoke with a beauty brand that started using Klar. One of the main things they wanted to tackle was to increase retention and lifetime value.

I asked them: How long does it take for your customers to see visible results of your product?

The response: 70-90 days.

The problem: Most of their new customers were buying the 30-day pack.

So it was impossible for the customer to actually see any results before they had to order again.

They do have a 90-day pack as well.

Here’s what Klar showed them:

• Only 20% bought the 90-day pack

• But those had a 73% higher repurchase rate (customer buying for a second time)

• And a 137% higher LTV after one year

So they ran an A/B test and removed the 30-day option.

The result:

• CAC went up by 88% (unsurprisingly)

• But total profit per customer grew by 107%

• And marketing ROI increased by 26%

There are two key learnings here for any brand:

1. If you can solve the problems of your customers, they will come back.

2. To maximise profitable growth, you might need to change the time horizon you optimise against.

Upcoming Events | K5 Pre-Party + Meet Snocks

For the last-minute folks in Munich: come by tonight at our Meet The Brand: Bears with Benefits meetup to get to know the secrets behind this brand firsthand while having a “Drink & Paint” session. Too bad I’m not in my city today, but you’ll meet a few people from my team there.

Last-minute signup here.

And here’s what else is coming up:

🧦 Meet the Brand: SNOCKS | July 03, 2025 @ Mannheim

First one in Mannheim! We’re taking over the legendary SNOCKS Coffee for a summer evening with one of Germany’s most recognised eCom brands, with exclusive insights into their growth and brand building startegy from Alexander Schnelle, Group Head of eCommerce at Snocks and Oceansapart.

🎉 K5 Pre-Party | June 23, 2025 @ Berlin

No K5 without our pre-party! If you’re coming to K5 in roughly 3 weeks, make sure to join our summer BBQ in the heart of Berlin.

Thank you for reading :)

I am on a mission to help eCom brands build better, more profitable businesses. If you missed any past issues, you can catch up on all of them here.

I have built one 8-figure and one 9-figure eCom brand in the past, and with Klar, I work with over 1,000 eCom brands today.

If you have specific questions you would like me to cover next, just reply to this email.

Have a great week.

Max ✌️

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