Friday, August 3, 2012

Behavior Analysis reports: ‘Time between Purchase’



As an analyst any report which gives insight into behavior of your website visitor is a report to sleep with and if that behavior is effecting goals of your website then that is the report that should not let you sleep till you master it :)


Time between purchases report is one of such reports. This report tells that how many days it takes for a buyer to come back and buy again. Following is extract of analysis from report. I have exported that report in excel and represented absolute numbers into percentage to highlight the context

Days Between Purchases
Daily Buyers
% Daily buyers ( after first purchase)
% Repeat orders
% Repeat revenue
0
127
16%
52%
51%
1
99
12%
7%
10%
2
61
8%
4%
4%
3
38
5%
3%
4%
4
53
7%
4%
4%
5
36
5%
3%
2%
6
33
4%
2%
3%
7
22
3%
2%
1%
8
21
3%
1%
2%
9
15
2%
1%
1%
10
10
1%
1%
1%
11
15
2%
1%
1%
12
17
2%
1%
1%
13
14
2%
1%
2%
14
16
2%
1%
1%


What are the interesting insights we can get from such report?
  •  59% of repeat purchases take place in first seven days of purchases out of which 41% are from first four days only.
  • Maximum revenue from repeat purchase is coming on the same day, which means right after placing the first order people are placing second order
What to do with this information?
We analyzed this information further and following are the strategies which were designed based on that. Our main focus was to create more cross sell opportunities based on visitor behavior on our site
  • Planning customized e-mailers  with details about related products .compatibility and offers and sending  them to buyer in pre-decided frequency
  • Featuring discounts on bundles of products frequently bought together to make it easier for visitor to buy all the desired products in one order
  • Optimizing the site further to make it easier for buyer to buy all needed related products easily
These are few steps we took based on the small piece of information we got about user behavior.  Though this data and the strategies were very specific to one industry but I believe this should give you insight about what is the kind of information and actions we can plan from behavior analysis reports like time between purchases.
What else do you think we can do based on this report?  Let me know your thoughts in comment section

11 comments:

  1. crisp and informative. Thanks for sharing

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  2. Good and articulate article, nice metrics to ponder.

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