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
crisp and informative. Thanks for sharing
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