Hillstrom's Merchandise Forensics

one north star metric that can capture the essence of a company’s health: Customer Lifetime Value.

be determined, on a monthly basis at least. My average returns rate across multiple websites was 2.7%, and the internet average for physical products I believe is 5–10% plus. When you establish your returns rate, you can then hone and refine your returns process

Since the turn of this century, we have invested most heavily in driving traffic to our sites. More visitors means more sales, right? As competition heats up, competitors are driving up the price of paid search ads. They are crowding us off of “page one,” requiring us to redouble our efforts to keep our rankings high. Google, Bing, and Yahoo contro