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Ecommerce KPIs by shopper loyalty segment

Author's avatar By Carolanne Mangles 01 Nov, 2017
Essential Essential topic

Chart of the Day: Multiple purchase history customers have higher add-to-cart and conversion rate than single purchase history customers.

This is really not that shocking - returning loyal customers (8.55%) have a higher a conversion rate because of their previous experience with the brand.

A new shopper to an ecommerce site will have questions they want answering first:

  • Is this product reliable?
  • Is this the cheapest price?
  • Can I find a similar product elsewhere with better reviews?
  • How much is P&P?

Among others, it is also possible that first-time customers to your site are more wary about buying your product without social proof, or persuasive copy.

Returning customers are returning because they like your product, would recommend it and are happy with the quality and customer service - more new shoppers need to be converted into returning customers.



Author's avatar

By Carolanne Mangles

Carolanne Mangles Dig DipM is the Digital Marketing Executive for Click Travel, an award-winning corporate travel booking platform. She is a specialist in B2B SaaS and enjoys planning and optimizing the full customer journey across all digital channels to create brand awareness, great user experience and copy that really sells the benefits of the product. She was previously Digital Marketing Executive for Smart Insights where she was involved with multiple digital channels to manage fully integrated membership campaigns to boost new customer acquisition and current membership retention. She has spoken and given masterclasses at B2B Expo on Search and Content Marketing, holds an IDM award in GDPR and loves a glass of red wine. Connect with her on LinkedIn or follow her on Twitter.

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