Optimizing your customer analytics for repeat customers can have some surprising results.
When you're acquiring new customers, a 10% boost in traffic should add around 10% to your revenue. It's linear.
Improve your repeat customer metrics like the Repeat Purchase Rate by 10% and you'll often see much more than a 10% boost to your bottom-line. It'll compound, all because each customer who buys again is likely to buy again and again and again...
- 10% more orders on the 1st -> 2nd orders
- 10% more orders on the 2nd -> 3rd orders (including the additional orders from the 1st -> 2nd)
- 10% more orders on the 3rd -> 4th orders (including the additional orders from the 1st -> 2nd and the 2nd -> 3rd)
- and so on.
A 10% overall improvement in your Repeat Purchase Rate can add 20% or 50% or even doubling your revenue. It all depends on how well you're performing now.
If your Repeat Purchase Rate is low, under 25%, then you're not getting this compounding benefit. I'd recommend you read my advice on the topic and use Repeat Customer Insights to measure your performance.
Eric Davis
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