Lever 4 of 4
Repeat purchases
Customers who come back.
Repeat purchases are the lever that compounds. A customer who buys again costs nothing to acquire, so every point of repeat rate is worth more than it looks. We set up the flows that run on their own, and make the second order the easy one.
Signs it's the leak
- Most customers buy once
- Email only ever sends discounts
- Consumables with no reorder option
What we
measure
The numbers we watch, and why each one matters.
- Repeat customer rate
- The share of customers who have bought more than once. The number that tells you if the product and the experience are working.
- Time between orders
- For consumables, this sets the timing of every replenishment message.
- Revenue from flows
- Welcome, post-purchase, replenishment and win-back, each measured on its own.
- List growth and open rate
- A list that grows and gets opened is an asset. One that only gets discounts stops working.
First moves,
in order.
What fixing repeat purchases usually looks like.
Flows before campaigns
Welcome, post-purchase, replenishment and win-back run automatically. They are set up first, because they keep working after we stop touching them.
Subscribe-and-save on what people rebuy
Where the product is consumable, a subscription with a small saving turns one order into a schedule.
Email people want to open
How to use the product, what is new, what other customers do with it. Discounts kept for the moment they matter.
A win-back that is not a coupon
A reason to come back, sent at the right time, beats a percentage off sent to everyone.
Questions about repeat
Next lever
Visitors
Is repeat your leak?
Send your store. The plan says which lever is weakest and what to do first.