Steven Pope

And so catalog merchandising is all encompassed within this idea of any type of promotion you run, any type of influencer campaign or coupon you run, any form of actual merchandising of your products outside of

This can even be as simple as a strike through price, which many people know about, right?

Everyone knows about the age old strike through, but that is what is encompassing of catalog merchandising.

It's very similar in the sense of the PPC side in being a huge mover.

But at the end of the day, when we're thinking about something like conversion, that's realistically what catalog merchandising is, is just helping boost all of that conversion at the end of the day.

So how does all of that come into the fifth secret pillar there?

Well, the fifth secret pillar, if you guys saw was click-through rate, which you could consider within the third pillar design, but it's not.

Click-through rate is its own individualistic thing.

Most recently, actually, I'll try and find the actual post as well.

But for those that don't know, there is a platform called Smart Scout.

And the owner of that platform, Scott Needham, he does a lot of data.

He digs into data all the time.

I actually just found the post here as well.

But essentially, Scott Needham had pulled enough data to see that he top clicked product

within any Amazon search gets 18.5% of all of the sales.

And so that is why click-through rate in itself- Oh, wow.

Yeah, exactly.

So that's why click-through rate is such a huge, huge mover at the end of the day is because if you can be the top clicked product, you are also going to get the majority of the market share.

And so click-through rate gets to be its own little special category that is all encompassing of the rest of the categories.

So diving in, I think, to each one of the categories, is there a specific one you want to start with, Kevin?