Understanding your customers is a vital part of growing your business.
Who are the people visiting your site, do they use mobile or desktop, how old are they?
You can find answers to question such as these and much more.
This information is key if you want to find the perfect product market fit, create the best value proposition and send the appropriate message for your audience.
1. Main Dashboard & KPIs
These KPIs are relevant for understanding how stable is the income your store generates and for how long you can keep your customers happy and spending money.
- Total number of customers: All the number of people who have bought from you in the chosen time period.
- New customers: Customers who haven't bought anything from you previously.
- Returning customers: This group of customers made at least one (could be more) purchase prior to spending their money on your products again during the reported time frame.
- Repeat Revenue is the ratio of revenue coming from returning customers vs. freshly acquired customers. You should always keep it on a healthy level.
- Customer Lifetime Revenue is an estimate which tells you how much money a single customer is going to take out of their pocket and leave with you in their lifetime, altogether.
- Average Order Value is the average amount of money customers spent in your store for the given time period. Improving this KPI by itself results in more revenue without generating more traffic, improving conversion rate, decreasing cart abandonment. So it is quite important to keep an eye on.
- Lifetime Orders / Customer is the average number a customer submits in your store in their lifetime. Improving this means (more or less) stable income for a longer time.
Average Days Between Orders is the average number of days a returning customer takes between making another purchase. Very important KPI. Understanding this is vital for being able to calculate approx. income.
2. Customer Breakdown
There is a big difference between your returning and new visitors. You should be aware of the difference of these KPIs coming from different groups of customers.
- Average Order Value - discussed in the previous section.
- Conversion Rate is the ratio of customers who actually buy your products vs. only looking at them or putting in their carts but abandon later. You can see that returning customers usually say yes to you more easily.
- Revenue. I think this does not require an explanation. ;)
- Ordered Products. Pretty self explanatory, but you should not forget that this is the number of products ordered in the time frame which you have chosen.
- Number of Customers. Same as above.
Tip: Returning customers have higher conversion rate and average order value. Take care of your newly acquired customers so they become returning customers (they spend more and they are easier to sell to because you have already earned their trust) :)
3. Champions Of The Period
Here you can see your most revenue generating customers in the given period. This helps you create special campaigns and offers based on these details.
4. Customer Personas
You should most definitely target audience who have these demographic attributes with your PPC, CPC campaigns in order to maximize the return on your spending.
You can also use appropriate language to talk to customers if you know these details about them, use certain colors, details in contents using storytelling etc.
Tip: By clicking on the show all button you can analyze all of your personas not just the best ones.
5. Top Regions
This is the other part of the information relevant for PPC, CPC campaigns.
Apart from setting the demographical details most marketing platforms support the setting of geographical details also.
Utilizing them both results in maximum return when it comes to advertisement.
Ignore the regions in your PPC campaigns with a poor conversion rate.
Tip: It's important to consider all of the attributes when deciding upon your "best" geographical region. Balance is key.
Learning what kind of devices your customers use is key information.
You should always, always, always optimize to the device giving you the most visitors.
This can save you valuable developer time and / or earn you more money by enhancing user experience big time.
7. Top Browsers
Closely related to the previous block. Just like demographics and geographical data combined together is best hardware and software data combined is the ultimate combo for optimizing the tech aspect of your e-commerce store.
Sometimes you can find gems of information here. For example you can easily spot developer bugs in the purchase funnel with this report.
Now you know everything there is to know about the Customer Report. Nothing can stop you from digging deep into the insights coming from your Customers.