Customer Retention

What is Customer Retention Dashboard?

This dashboard helps you track customer retention data by showing how customers interact with your brand, their typical order frequency, and retention rates. It also displays customers' initial purchases and subsequent orders, helping you identify which products drive customer retention.

Use this dashboard to:

• Spot friction points in the customer journey
• Time your campaigns around buying patterns
• Strengthen retention beyond just the first few orders

Key metrics:

• Average Customer Lifetime Value (LTV): the average total revenue earned from a single customer across their entire relationship with your brand.
• Average Repeat Customer Order Value: the average order size for customers who return and buy again.
• Total Repeat Customers: the number of customers who have placed more than one order in the selected period.
• Average Orders per Repeat Customer: the average number of purchases made by repeat customers.
• Median Time Between Orders: helps you plan timing for remarketing, email flows, or loyalty nudges. Example: If most customers reorder after ~30 days, setting an email reminder around Day 29 may encourage a higher return rate.

The Customer Retention Between Orders chart helps you understand how many customers continue to purchase after their first order—and where along the journey they tend to drop off.

• Bars represent order counts at each stage (Order 1, Order 2, Order 3, etc.).
• The blue shaded curve shows the retention rate — the percentage of customers who returned to make the next purchase.
• Hovering over each bar reveals:
  • The number of customers who made it to that order count.
  • The retention rate from the previous order.

Why This Is Useful

• It highlights the stages in your customer journey with the highest drop-off.
• You can use this insight to improve customer retention, repeat purchase strategies, and post-purchase experience.
• Most businesses find that getting customers to place a second order is the hardest—but most important—step toward building loyalty.

How You Can Use This

• Focus your efforts on retaining customers between their first and second orders.
• Set up targeted flows like:
  • Follow-up emails or SMS reminders
  • Discounts or loyalty incentives
  • Product education or usage tips
• Consider A/B testing different post-purchase experiences to see what improves return rates.

Product Purchase History

The Product Purchase History report helps you visualise the typical buying journey across products—starting from a customer’s first purchase and showing what they’re likely to buy next.

What This Feature Shows

This view presents a flow diagram that maps:

• First purchased products (on the left)
• Second purchased products (in the middle)
• Ending in drop-off or purchase end (on the right)

Each line represents a path followed by at least two customers (based on the “minimum frequency = 2” setting), helping filter out one-off behaviours for clearer insight.

Why This Is Helpful

• See which products are common entry points into your brand.
• Discover frequently repeated product pairings.
• Identify patterns in upsells, cross-sells, or customer preferences.
• Spot drop-offs—products that don’t lead to a second purchase.

Use Cases

• Optimise Email Flows: Promote popular follow-up products to customers who just purchased a first-time item.
• Improve Product Bundling: Create bundles based on common second-purchase behaviour.
• Guide Merchandising: Place high-conversion sequences together in your online store.
• Boost Repeat Purchase Rates: Reinforce or incentivise customers who are likely to convert based on typical product paths.

Tips

• Use filters to narrow by time range, product category, or customer segment.
• Try adjusting the minimum frequency setting to explore deeper but less frequent paths.
• If you see popular first-purchase items that don't lead to a second sale, consider adding post-purchase support or offers.