First Product Analysis uncovers which products and variants create repeat customers

The First Product Analysis looks at what products a customer first orders to see how they contribute to becoming a repeat customer.

Just as different marketing channels will determine different customer behavior, some products tend to create different customer behavior. Some are more likely to create repeat customers and some are likely to create your best customers.

Metrics measured

Each customer’s first orders are analyzed and the products (and variants) are extracted out for measurement. Then as the customer comes back to buy again (any product), their orders are allocated to the products they bought on their first order. Over-time, this shows the long-term behavior impacts of those products.

Metrics on those orders are then collected and shown for each product:

  • Average Order Value (AOV)
  • Repeat Purchase Rate (RPR)
  • Average Lifetime Value (LTV)
  • Total Lifetime Value (LTV)

Of these, the Total Lifetime Value and Repeat Purchase Rate are the most important. The Total Lifetime Value shows how valuable the customers are, and thus which products create the best customers. The Repeat Purchase Rate shows how likely customers are to reorder.

This information is important when deciding which products to feature, promote, and which to cancel.

First Variant Analysis

The First Variant Analysis works the same way but measures and tracks the initial product variants. Depending on your use of variants, this could be a more refined view of the data.

It can also show you which variants aren’t performing as well as others which could help to reduce your production costs.

Use cohorts to find out who the best customers are in your Shopify store

Repeat Customer Insights icon

Repeat Customer Insights will automatically group your customers into cohorts based on when they first purchased. This will let you see how the date customers bought would impact their behavior.

Install Repeat Customer Insights for Shopify