When someone has purchased from you before, they probably trust your brand enough to forgive minor hiccups in the buying experience. For instance, say you’re searching for some type of canned goods on Amazon, and the first few results are from third-party sellers who charge huge shipping fees. As a seasoned veteran, you know enough to drill down to the products that Amazon sells directly, which include the free shipping you’re looking for. Problem solved.

However, pretend you’re a new prospect who has never purchased groceries at Amazon before. Seeing the enormous shipping charges on the first few results, you figure this online grocery thing is a waste of time and money. You leave the grocery section of the site and may never return.

These contrasting behaviors underscore the need to edit and curate your product selection, especially the types of products that prospective customers are looking for. In Amazon’s case, they could tailor the default grocery sorting to favor products with the highest reviews, which are sold by Amazon and include free shipping. Or, they might make a new customer page that highlights the staple foods that repeat customers tend to buy.

Either way, if you can tweak your product selection to appeal to prospective customers who haven’t made a purchase yet, you’ll convert more of them into loyal repeat buyers. As an added bonus, that same curation will help existing customers learn about new products they might want to purchase, which should increase lifetime customer value among those who already buy from you anyway.