Better marketing timing with Average Customer Purchase Latency

Your Average Customer Purchase Latency is a great metric to measure how quickly your customers reorder.

Latency in-general is a measurement of the time between events. (You might hear about it in web performance where it's used a lot)

Customer Purchase Latency is the time between customer purchases. The time between the first and second order. Time between the second and third, and so on.

That's kinda useful for a specific customer. Then you can see if they have regular order patterns.

Averaging that across your entire customer base is extremely valuable though. That'll tell you how often your customers are ordering and what kinds of delays to expect. You can use that knowledge with your acquisition planning, marketing automation, and order reminders.

Average Customer Purchase Latency is even better when it's measured for each order step like in Repeat Customer Insights. That sequencing tells you e.g. it takes 45 days between 1st and 2nd orders, 39 days between 2nd and 3rd, 30 days between the 3rd and 4th.

This sort of data takes a lot of guesswork out of timing your marketing messaging.

Eric Davis

Segment your customers automatically with RFM

Segmenting your customers has always been touted as a powerful marketing tool but many stores avoid it because it can be time-consuming.
Repeat Customer Insights will automatically segment your entire customer base for you based on the valuable data Shopify has already collected for you. Ranging from 5 to 30 to over 125+ different segments using RFM and other models, you can pick how much power you want to harness.

Learn more

Topics: Customer purchase latency Average latency

Would you like a daily tip about Shopify?

Each tip includes a way to improve your store: customer analysis, analytics, customer acquisition, CRO... plus plenty of puns and amazing alliterations.