Analyse Cohort Performance Across Order Sequence by Customer Attributes

Retention > Repurchase by Sequence > Customer

Summary

The Cohort View report displays customer retention patterns across different order sequences, allowing you to analyze the percentage of customers who make repurchases at each stage.

Questions the report answers

• Which customer cohorts are the best and worst performing in terms of retention metrics?
• How do retention metrics evolve over different stages of order?
• Where are the key drop-off points in the repurchase behavior?

How to read the report

Each row represents a customer cohort, and each column represents an order sequence (1st order, 2nd order, etc.), with metrics showing the percentage of customers who continued to make subsequent purchases.

1. Top-to-Bottom Analysis (Cohort Comparison):

• By reading the table from top to bottom within each order sequence, you can evaluate the retention performance across different cohorts. This allows you to compare how each cohort progresses from its initial order to subsequent orders, helping you identify the best and worst-performing cohorts based on repurchase rates.

2. Left-to-Right Analysis (Trend Analysis):

• For analyzing the performance of the individual cohort over a given order sequence you can read the table from left to right. You can identify whether the selected retention metric is stagnating, or declining over a period helping you understand how the retention metrics are evolving over the order sequence, helping identify potential drop-off points where customers may not be continuing with subsequent purchases.

Switch between Metrics

You can switch between different Retention Metrics using the dropdown menu to focus, such as:

• Number of Customers
• Order Repurchase Rate
• Customer Repurchase Rate

Switch Between the Customer Attributes

You can switch between different Customer Attributes using the dropdown menu, such as

• Marketing Consent
• Percent Orders has Discount
• Percent Orders has Shipping
• Percent Orders has Return
• Percent Orders has Subscription
• Country
• State
• City
• First Order New or Returning Users
• First Order Device Category
• First Order Browser
• First Order Operating System

Color Coding

Color coding helps you quickly identify high and low-performing cohorts for a given order sequence.

• Green: Indicates a high value at a given order sequence. For example, if the Customer Repurchase Rate is Green, it means the cohort is performing well in that stage.
• Red: Indicates a low value at a given order sequence. For example, if the Customer Repurchase Rate is Red, it means the cohort is not performing well at that stage.

Glossary

Number of Customers

Total count of unique customers who have made at least one purchase. It is calculated by counting the number of unique customers.

Average Order Value (AOV)

The average amount a customer spends per order. It is calculated by dividing the total sales amount by the number of orders.

Order Repurchase Rate

The proportion of customers who make a repeat purchase relative to the total number of customers associated with their previous order sequence.

Average Days to Repeat

The median number of days it takes for a customer to make a repeat purchase within a year after their initial order. It calculates the median of the days to repeat the order. It specifically considers only those orders where the number of days to repeat is less than 365.

Order Sequence Number

A numerical identifier that represents the chronological order of a customer’s purchases. This field tracks the sequence of orders placed by an individual customer, starting from their first purchase.

Customer Repurchase Rate

The proportion of unique customer relative to the total number of unique customers.