So can you walk us through those three metrics and what a business should expect to see change when personalization is running?

Yes.

Actually, I'm an absolutely data freak, and data analytics is definitely one of my favorite areas in digital marketing.

And as we know, data-driven decisions are very important, actually, rule number one, so generally.

So let's break down these three KPIs, what you have mentioned.

So conversion rate tells you if you are closing the visitors you already have.

Revenue per session is the more complete picture.

Can you walk us through like an example of what a brand recovered and how?

Mm-hmm.

Because what I see now on the market as the, let's say, biggest challenge, biggest issue for most of the entrepreneurs, that they are in a kind of double squeeze, which means that from one side or from above, the ad costs are rising like crazy.

We, we know exactly if you're running Meta Ads or Google Ads, actually they have skyrocketed in the last couple of years.

I have read a case study about it that, for example, alone in the US in the last eight years, the c- the average customer acquisition cost has increased by 222%-

Yeah

... without purchasing anything.

And i- if, if you have even a lower e-commerce conversion rate, then definitely first you have to start working on your site.

And the second part, which is actually I think also very important to consider, that with the...

Unpack that for me.

Okay.

It's a little bit more complex KPI because it actually calculates also the number of your visitors, your sessions, sorry, your sessions, because we know exactly that, for example, one visitor can have more sessions.

And the real low-hanging fruit is by the returning visitors.

Because from experience, of course, the Dwelling time, average on-site spend time, is much higher by the returning visitors.

And also the e-commerce conversion rate is much higher by returning visitors.

So you should much more focus on the returning visitors because we very often use a seed parator principle.

Right.

Is it just me?

Absolute- No, no, not just you.

It's a very good point of view.

Because since the AI era, especially since last year of November when Google has launched this AI Overview, everything has been changed.

We know exactly that, for example, the organic traffic has dropped, but dramatically.

I know even some e-commerce stores where the organic traffic has dropped since last year of November, since AI Overview from Google, by 80%.

So most of their organic traffic and also their revenue just lost, and forever.

So how can you get all of that information onto a product page without overwhelming a potential customer?

Wow

... drop and lost not just in traffic, but also in revenue, of course.

And on the other side, what we've seen as a big challenge by a lot of e-commerce owners, and actually in these matters, I think it doesn't play a role if this store is located in the US or in the Europe, wherever in the world, that they are in a kind of a double squeeze.

That from above the PPC, the costs of the PPC ads, meta ads, Google ads, have skyrocketed in the last couple of years.

I have seen last time a case study about it, a kind of data statistics that the average customer acquisition cost has increased in the last eight years by 222%, which is huge.

So you have to pay a lot more for one customer than a couple of years ago.

So the ad costs have rised above, and as your organic traffic dropped, actually you have to spend more now on ads.

But this is not my domain, so have you tested that, experienced it? What are your thoughts about that and, and where are we going with ads inside of our LLMs?

I mean, I guess there's the cost per click side of it too, but why is it cheaper? And let's talk about this conversion before acquisition concept.

Yeah.

So it's actually a very good question.

Yeah, definitely conversion before acquisition.

Because just very shortly back, um, to my personal story, the name of the brand of my, uh, agency was Conversions Master.

Because, um, I have discovered that with the tool of the conversion rate optimization, uh, it's actually a great tool.

You can, uh, actually achieve that with the same, uh, investments regarding energy, regarding money, regarding time.

Right.