A quarter of its 250,000 customers visit the site once a day for at least seven minutes. The top 10% visit the site more than 100 times a month. One focus group girl admits she refreshes the site “every 20 minutes.” They aren’t always buying, of course, and that means Nasty Gal’s conversion rate (1%) is lower than a typical retailer’s. But because it’s in front of its customers so frequently it has a stunningly loyal group. Just over half of Nasty Gal sales come from 20% of its shoppers. This means there’s room to grab lots more shoppers—hence the Nasty Gal label debuting in September.