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
Learn what your customers are actually doing instead of just guessing
One of the best ways to build a sustainable business starts by getting your customers to come back. Mastering that simple process can be difficult, but builds a lifelong business.
Repeat Customer Insights can help you understand your customer's behavior. With its collection of behavior reports, you can see what they're actually doing instead of guessing and having your efforts fall flat.