Fix This One Thing and Cold Traffic Starts Converting

Hi 👋

I'm testing a new format alongside the usual case study breakdowns.

Each week, I’ll send you 3 things that I’ve noted down from my work:

→ 1 insight to shift your perspective
→ 1 proven framework I’ve used in the field
→ 1 AI prompt to help you work smarter

Just tools to sharpen how you think and build before we roll into the weekend.

Paid ads are working. Traffic is flowing. But conversions? Flat. If you’re spending money and still not seeing cold clicks turn into customers, today’s edition will be helpful.

Today I’ll share:

• Insight: 70% of customers are first-time buyers

• Framework: The First-Click Framework

• AI Prompt: Plug and Play

Strategic Insight

Most DTC brands assume “bad traffic” is the issue.

But the truth is that cold traffic isn’t broke, it’s the funnel.

Shopify’s data shows that online retailers have an average repeat customer rate of just 28.2%. That means over 70% of your customers are first-time buyers, and for most brands, the majority of new customer revenue comes from people who purchase on their very first visit.

Most sites try to nurture cold traffic instead of converting it. They overload the page with fluff, bury the offer, and hope retargeting will fix the rest.

But you only get 8 seconds to make a first impression. If your page doesn’t match the promise of your ad, you’ve lost the sale before it starts.

Actionable Playbook

The First-Click Framework: How to Turn Cold Clicks Into Customers

1. Mirror the Message

   • Match your ad’s headline and promise on the page

   • Keep your headline specific, not clever. Provide context over creativity.

   • Why →  Matching your ad and landing page keeps visitors engaged and reduces bounce.
     

2. Build Instant Trust

   • Add above-the-fold proof like UGC, reviews, badges, collabs, etc.

   • Include “as seen on,” number of customers, or guarantees. As many as you can. If you’re just starting, get creative.

   • Why →  Immediate trust signals increase credibility and conversions.
     

3. Give a Fast Win

   • Make the offer clear and simple (e.g. bundles, limited-time, free shipping)

   • Reduce friction →  offer returns, clear shipping info, and fast checkout

   • Why → Clear, simple offers and easy checkout drive quick decisions and more sales.

Magic Spoon is a textbook example of the 1-click framework. Check their customer journey out.

NB: Use this on landing pages, product pages, or advertorials to warm up cold clicks in real time.

AI Prompt

Copy and paste this prompt to get the ball rolling on this.

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Talk Soon!
Dev 🤙

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