When you're trying to build up your repeat customers, improving your 1-to-2 customer behavior can have the biggest impact on your profit.
1-to-2 customer behavior is the process around new customers with one order placing their second order. This is the pivotal point where new customers can become repeat customers.
If they buy again, they are repeat customers and you can start to improve their loyalty.
If they never buy, all of that work and cost acquiring them goes into that one order. Hopefully you made enough from them and you can go back and find another new customer.
In most ecommerce stores, the majority of your new customers won't make that jump. They'll disappear as a one-time customer and you won't hear from them again.
There are number of strategies you can use to increase this number and get more customers reordering. My favorite one is the New Customer Welcome campaign using boring old email. It's very effective, inexpensive, and all-around great for customer service and loyalty.
Whatever strategy you use, you'll want to start measuring this 1-to-2 customer behavior. Otherwise you could be making harmful changes without knowing. Repeat Customer Insights and the 1-to-2 Customers focus page collect and analyze a number of metrics around this topic.
I'll dig into some of the analyses you can do soon but if you want to have them performed automatically, take a look at the app.
Analyze your customer's behaviors before they defect
Your customers aren't yours forever. Some might have defected today, never to be seen again.
You need to analyze your customer behavior so you can reach them before they defect.