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.
Eric Davis
Retain the best customers and leave the worst for your competitors to steal
If you're having problems with customers not coming back or defecting to competitors, Repeat Customer Insights might help uncover why that's happening.
Using its analyses you can figure out how to better target the good customers and let the bad ones go elsewhere.