Tuesday, August 1, 2017

Do you take them lightly?


If they are light users of your brand, it means that they convert easily to other brands. It also means that they don’t consume as much as you want them to. It also means there are a lot of opportunities that lie with them.

Of course, you may argue that I am asking you to look into the 20% of your users, because you follow the Pareto principle of 80:20. In which case, it may not be worth it at all.

But I don’t have the data. You do. I would urge you to see what percentage of heavy users contributes to the bulk of your sales. What if it tilts to 70:30, or even 60:40 or anything closer to the halfway mark? That would mean the potential for growth from light users is tremendous.

Did you scour your data?

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