Shopify articles - Page 55

Getting Average Order Value completely wrong

I started reading another book on data analysis for ecommerce but ended up putting it down, which is rare for me. This section caused me to sit up and scratch my head: Simply constructed, AOV [Average Order Value] is the sum total cost of the items purchased, divided by the...

Last chance customer service

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...

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...

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...

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...

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...

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...

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...

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