Understanding your customer purchasing patterns is a high priority for any ecommerce business. And if you want to zoom in and find out, “Who made a repeat purchase within 30 days or within 60 days?” you’re not alone!
We work with tons of DTC brands and so many of our customers ask us about the best way to look at repeat purchasers over a given period. Luckily, it’s super easy to find that data and take super effective action in Peel; there’s actually 2 really useful views you can use. Let’s take a look!
Repurchase Rate Report
All you have to do is navigate to the “Metrics” section in Peel, find the “Cohorts Retention” metrics (first group of metrics) and choose “Repurchase Rate by Cohort.” This automatically loads you into a cohort table view that shows the last 12 months, breaking your customers into groups that you acquired each month.
But you want to zoom in further and see your customers’ repurchase rates over a matter of 30 or 60 days. No need to worry, all you have to do is choose the right filter!
Just above the cohort chart, on the top left, there’s a little bar chart icon with the bars laid out horizontally that reads, “Customers by Month.” Click that option and from the drop down tab, select “Customers by Week.”
This will give you your weekly cohorts over the last 12 weeks, allowing you to see the percentage of your weekly acquisition groups that are coming back in subsequent weeks. That chart allows you to see both 30 days and 60 days in one view.
Repurchase Rate (Rolling 30 Days)
If that didn’t quite hit upon what you were looking for, it’s probably because instead of looking at specific weeks or complete calendar months, you want a rolling view of 30 or 60 days. We have that covered too. We actually offer it by name in the same Metrics > Cohorts Retention section!
Repurchase Rate (Rolling 30 Days) does exactly as the name suggests. It gives you a view of your monthly cohort customers’ repurchase behavior over rolling 30-day periods from their first order.
There’s a couple things we should clarify here (we get lots of questions about how this works):
- The 1st column shows a rolling 30-day period, so whatever percentage you see there is telling you that X% of your customers for that given month came back to make an additional purchase within that first 30-day period.
- The 2nd month column shows you the percentage of who came back in the next 30-day period (after the 1st 30-day period and so on), effectively giving you that 60-day view.
- This is automatically sorted for customers who have made 2+ purchases, but you can filter for 3, 4, 5, or 10+ purchases (farthest right filter option with the little shopping basket icon).
Bonus: 2 Great Ways to Take Action on Your Repurchase Data
Usually, customers ask these questions that we just clarified in the pursuit of taking action – remarketing to their customers in a specific or tailored manner based on their repurchase behavior. We’re all for that! And there’s a couple ways to take action in Peel that are ideal growth hacks for your retention efforts.
First, you can go into the Audiences tool and find any group of customers that you want to analyze and take action on. It has dozens of easy-to-use filters that you can utilize to find customers with X amount of purchases in X time frame and even add more layers like an average order value (AOV) threshold, or certain products purchased and more.
You can easily recreate those 30 day or 60 day cohorts and get even more detailed in how you’re looking at them!
Once you have your custom filters in place, that customer segment will be turned into an Audience providing you a full dashboard where you can view their most essential growth metrics and monitor their performance over time. Most importantly, you can send that Audience as a list to Klaviyo, Attentive, or Facebook to re-engage them with hyper-targeted messaging and drive up their repurchase rate and lifetime value.
The other option is to leave the data sleuthing and customer segmentation to us. Our latest addition to the Peel homepage, RFM analysis groups your customers into 1 of 10 behavioral groups based on the Recency, Frequency, and Monetary value of their purchases.
Here, you get automatically generated groups like your “Champions” (customers who purchase a lot and often), “Can’t Lose Them” (customers who purchased a lot at one point but whom you haven’t seen in far too long), “Hibernating” (customers who made a purchase or two but never came back), and everyone in between.
From that RFM segments list, you can create an Audience for any of them with a single click and then take action upon them just like any other custom Audience you create.
Looking at your repurchase data for 30 or 60 days is great, but creating actionable customer segments with the Audiences tool is even better to get those customers coming back at the rate you need to grow your business!