If you’re lucky, customers will tell you when they’re about to defect. Usually through a bad interaction with customer service. Let’s back up a bit though. Most customers don’t want to go someplace else. They just want a store to fulfill their need or solve a problem. When they buy a product, if it meets …
Category: Articles
Monitor your Shopify store’s key metrics to know when to air them out
We’ve had a cold and wet spring here so far. Even the cool season veggies are having a slow go at things. To warm up baby plants I’ve kept a sheet of greenhouse plastic over my starts to keep them warm. Normally I would’ve swapped to a mesh one by now, it lets air and …
When each report should be used in Repeat Customer Insights
A customer was asking for an overview of when they should use each report in Repeat Customer Insights. Store Analysis should be used to get an overview of your Shopify store’s performance across all customers. Historic data and channel data are available as segments. Monday Morning Metrics will give you an overview of your store …
What kind of a payback period should paid acquisition target?
When running paid acquisition campaigns like Google Ads, you should be targeting a payback period. That means, on average a customer has paid back their acquisition costs by a certain point of time. Basically you want to know at what point a customer has produced enough profit to pay for the advertising that attracted them. …
Loyalty starts with delivery
With Shopify’s acquisition of Deliverr, fulfillment has been on my mind and it definitely has me a bit concerned. The last time I had an order problem from a Shopify store was when the Google address auto-filled in the wrong address and I didn’t catch it. I had to send the store one email and …
Why RFM has no set points that determine a customer’s ranking
Recently a Repeat Customer Insights was asking about what triggers the RFM scores to change, like from Recency 5 to 4. There are no set points or triggers that move customers from one RFM score to another. Rather, RFM ranks each customer against your customer base as a whole and based on where the individual …
Getting analytics systems to match up
Now and then I’ll get a Repeat Customer Insights customer trying to reconcile their Shopify data to the app. Or a Shopify store trying to compare Google Analytics traffic to Shopify’s Acquisition reports. It never goes well for the person comparing. Every analytics systems has its own way of collecting and measuring the metrics. Any …
For more repeat customers, focus on decreasing Customer Purchase Latency
When trying to increase customer reorders, you’ll want to try things that improve customer behavior. One behavior metric that works well is Customer Purchase Latency. This is the time between orders, usually a number of days. If customers order every 100 days on average, you make a change, and they are now ordering every 90 …
Average Lifetime Value and Average Order Value analyzed by the first products ordered
The First Product Analysis in Repeat Customer Insights has been expanded to include the Average LTV and Average Order Value for both products and variants. This shows how items in the original order will influence later customer behavior across four factors: Average Order Value – order size Repeat Purchase Rate – likelihood of coming back …
When your Shopify store’s growth gets you down
In the past two weeks I’ve talked with two different people about their business growth (actually, the lack of growth). Both cases were seeing drops and the owners were getting worried. One has had major supply chain issues, along with all of their competitors. The other has seen a cooling-off since COVID started with a …