Analyse Product Performance and Customer Retention

Product > First Purchase to Repeat

Summary

This report helps you understand the performance of the product performance and customer behavior by analyzing acquisition, repeat purchases, and brand loyalty.

Questions the report answers

• Which products are driving customer acquisition?
• How loyal are customers to specific products?
• Do customers stay loyal to the brand, even if they don’t repurchase the same product?
• Which products have the highest customer engagement after the initial purchase?

How to read the report

Key Metrics Breakdown

1. Acquired Customers: This column shows the total number of unique customers who made their first purchase with a specific product. The % of Total column provides the contribution of each product to overall customer acquisition, allowing you to gauge which products drive initial interest.
2. Repeat Orders on Selected Products:
   • Number of Orders: This metric shows how many times customers returned to buy the same product. It highlights the product's ability to generate ongoing interest among those who initially purchased it.
   • Orders per Customer: This average indicates the level of engagement for the specific product, showing how many times each customer, on average, returns for the same product. Higher values reflect strong product loyalty.
3. Repeat Orders on Any Product:
   • Number of Orders: This metric shows the broader engagement level, indicating how many times customers returned to buy any product from your brand, even if it wasn’t their initial purchase product.
   • Orders per Customer: This average provides insight into the customer’s engagement with the brand as a whole. A high value here indicates that customers tend to make additional purchases from the brand after the initial acquisition, suggesting cross-product loyalty.

Interpreting the Results

• High Repeat Orders on Selected Product: If a product shows a high number of repeat orders and high orders per customer, this indicates strong product-specific loyalty. These products are not only popular but also keep customers coming back specifically for them.
• High Repeat Orders on Any Product: Products with high engagement in this category suggest that initial customers often explore and buy other products within your brand. This can indicate strong overall brand loyalty.

Glossary

Acquired Customers

The total number of customers who have made their first purchase.

% of Total Customers

The percentage of total customers out of all customers. It is calculated by dividing the number of customers by the total number of customers.

Number of Orders

Total count of orders placed by customers. It is calculated by counting the number of orders.

Orders per Customer

The average number of orders placed by each customer. It is calculated by dividing the total number of orders by the total number of unique customers.