Issue No. 146: The viral loop illustrated.

The eCommerce Viral Loop

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DNVB’s (digitally vertical native brands) will always depend on high-funnel media sites for quick hit, native and display ads. But paying for business can’t be the entire playbook. What really sets apart the the sustainable brands from the ones dependent on ads for revenue? It’s their viral loop of a consumer’s voice driving sales by adding to a coalition of brand / site / marketplace advocates. I’ve clarified it above.

x: # of converts / influencers

y: page views / those new converts

z: aggregate buys (in $) / page views

You’re looking for a viral loop of sorts where: x*y*z > 1. What does the ideal eCommerce visitor do for a brand? They see, buy, influence, and convert.

See more of the issue here.

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