Most ecommerce brands can tell you their best-converting product. Fewer can tell you whether that product is bringing in the right customer.

There's a difference. A product can have excellent front-end economics and still be filling your database with people who buy once and never come back. The ROAS looks good. The CAC looks manageable. But six months later, the repeat purchase rate is telling a different story.

The brands getting this right do three things differently.

In this playbook, based on a conversation with Sam Moore, founder of PYRA, we cover three things ecommerce operators need to know about building a hero product as an entry point to the brand:

• Choose the hero product on purpose. Most brands stumble into it by accident
• The gap between purchase one and purchase two is where most brands lose the customer
• If the hero product only gets bought once, build the ecosystem around it

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