Fractal Funnel Theory
🎢 Why That “Bounce” Was a Buyer Looping Back to Say Yes, Reddit Is Now a Core SEO Channel But Only If You Play It Right, and more!
Howdy readers 🥰
In this newsletter, you’ll find:
🎢 Fractal Funnel Theory: Why That “Bounce” Was a Buyer Looping Back to Say Yes
🧠Reddit Is Now a Core SEO Channel But Only If You Play It Right
🏆 Ad of the Day
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🎢 Fractal Funnel Theory: Why That “Bounce” Was a Buyer Looping Back to Say Yes
They came from an ad. Clicked. Scrolled. Didn’t buy.
Your analytics calls it a bounce. Your team moves on. But a week later, the same user. New ad. Same product. They’re back on the PDP. Different intent. Same hesitation.
And again… they leave. This isn’t funnel dropoff. It’s a Fractal Funnel, the same decision, revisited through a new entry point.
Real buying journeys aren’t straight. They spiral.
Your buyer isn’t linear. They loop, revisit, test themselves, and retest you.
They’re not just deciding, they’re checking if they still agree with the version of themselves who wanted this last week. And yet, most marketers treat this as a cold visit. So they restart the story instead of reframing the decision.
Here’s how to spot the Fractal Funnel:
- Ad source = new. PDP session = nearly identical
- Page scroll mirrors prior behavior, but skips a section
- Time-to-bounce is longer, not shorter
- Return users re-engage earlier in the gallery than before
They’re not disengaging. They’re just looping through confidence-building again, in a slightly different sequence.
And unless your team tracks return-path behavior at the PDP level, you’ll keep retargeting them like strangers instead of near-buyers mid-recalibration.
This is where gallery-level data changes the game.
Eko reveals which parts of the gallery users revisit across sessions, especially where they stop short again. For brands like Impact, it wasn’t the first impression that sold. It was the third click on a product detail that finally earned the “yes.”
If your bounce rate hides repeat behavior, Eko’s guide shows how to read return-path signals hiding in plain sight. You can download the guide for free here.
Funnels don’t break. They fracture and repeat.
Don’t reset your message. Don’t rebuild your retargeting journey from zero. Just recognize the shape of real buying:
It’s not a funnel. It’s a loop made of trust, reentry, and timing. And it’s already happening on your PDP; you just need to track it right.
🧠Reddit Is Now a Core SEO Channel But Only If You Play It Right
Reddit is no longer optional in the AI-powered search era. Its posts dominate Google results and increasingly power LLM responses across ChatGPT, Gemini, and more. But to show up and stick, brands must learn how to earn trust, not just impressions.
The Breakdown:
1. Reddit is dominating search and AI visibility - Google now heavily features Reddit in its SERPs, with a 191% YoY spike in 2024 alone. It’s also the second-most cited source in ChatGPT answers, making Reddit key for dual visibility.
2. Respect the culture, or get banned instantly - Redditors reject ads disguised as content and sniff out corporate speak fast. Subreddits have strict rules, unique tones, and human moderators who can remove posts or suspend accounts. If you don’t know the difference between /r/Frugal and /r/Productivity, you’re not ready to post.
3. How to win on Reddit: Crawl, Walk, Run - Start with a low-and-slow “crawl” phase, monitor, upvote, and comment for 2–3 months. In the “walk” phase, answer FAQs organically using branded profiles with clear value-adds. Only then should you “run” with original threads or launch your own subreddit backed by SEO and support.
Reddit threads now shape both human discovery and machine-learning responses. Brands that invest in authentic participation can unlock compound visibility in SERPs and AI chats. As search decentralizes, Reddit becomes a strategic foundation for future-proof organic growth.
🎥 Ad of the Day
What Works:
1. Text Message Format Builds Instant Trust - The iMessage visual creates a powerful parasocial illusion, you're reading a private convo, not a paid ad. This native format lowers resistance, especially for mid-funnel shoppers who trust peer validation over influencer endorsements.
2. Location Callout (“It’s at Target now??”) Boosts Purchase Intent - Mentioning Target isn't just logistical, it taps into an emotional ritual for the audience. Target is a dopamine-inducing destination for the exact demographic this ad targets (Millennial and Gen Z women).
3. Language Mimics Real Friend Dialogue - Phrases like “Run girl” and double exclamation points mimic the tone of real group chats. This “coded casualness” bypasses ad filters and feels emotionally safe, like a friend trying to help you, not a brand trying to convert you.
Broader Insights:
This ad proves that performance creatives are shifting from polished to personal. The new wave of high-converting D2C ads borrows the intimacy of real conversations, the aesthetics of iOS UX, and the psychology of micro-trust moments.
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