This episode is sponsored by Klaviyo.
Most ecommerce brands obsess over rates — pop-up submit rate, click-through rate, conversion rate. But rate without throughput is meaningless.
In this episode, Jordan breaks down the 15 core touch points every ecommerce brand should be mapping, monitoring, and iterating on — and introduces the framework for how to actually think about them.
You'll learn the difference between assets and touch points (and why it matters more now than ever), how to build your minimum viable touch point map, and what views to run through each touch point so you're never flying blind.
In this episode:
- Assets vs. touch points — what's the difference and why it matters
- The 15 core touch points: from unaware landing pages to campaign headers
- Why throughput is the metric you should be watching
- How to audit your touch points once a month without losing your mind
- The pop-up math that tells you if yours is actually working
- PDP real estate — what to put around that add to cart button
- Browse abandon, cart abandon, and the pre/post cart email framework
- Drop structure — a four email set to monetize any product launch
Referenced episodes: 4, 37, 46, 66, 67, 84
Episode Timestamps:
00:00 – Why throughput beats rate every time
05:18 – The 15 touch point map explained
08:13 – Touch points 1-3: Unaware, aware, and retargeting destinations
10:40 – Home fold 1 & 2: Are you sending people the right place?
14:08 – PDP: The highest value real estate on your site
19:53 – The pop-up math that tells you if yours is actually working
24:13 – Welcome, browse abandon, and the pre-cart email framework
30:25 – Campaign header/footer: The highest throughput touch point you're ignoring
Work with Pilothouse: https://www.pilothouse.co/get-in-touch?utm_source=dtc&utm_medium=podcast&utm_content=e&rPodcast
Subscribe on YouTube: https://www.youtube.com/@DTCPodcast
Subscribe to DTC: https://www.directtoconsumer.co/
Listen to DTC Podcast: https://podcasters.spotify.com/pod/show/dtcpodcast
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