Only 14.77 online shoppers are returning to the online store to enter the second order. And even fewer customers become ordinary customers. According to a recent Uptain study, sellers should sell more well -timed measures to involve repeated customers.
To get customers to return to their online store and enter another order is difficult. A recent Uptain study has analyzed data of more than 3,000 online stores. The report was concerned with how valuable customers were for online sellers.
More than 85% of customers are one -off buyers
The vast majority of customers (85.23 percent) shoppers make only one purchase. This means that only 14.77 percent of shoppers are returning to further purchase. The fact that most shoppers only buy once in an online store is due to the fact that many online products are purchased impulsively. However, the use of discounts to target customers would help to return for the second time.
A higher value of a shopping cart with returning customers
According to research, the mean value of the shopping cart is returning customers € 80.41. At the same time, the mean value of the shopping cart is a disposable buyer of 59.90 euros. This suggests that customers’ return generate more income to order.
These customers also require a smaller marketing budget than new customers. In addition to higher order values, this increases the return on investment for online sellers. However, the mean value of the shopping cart is gradually decreasing after customers repeat more than 3 orders.
Only 30% of customers place more than 2 orders
Although it can be rewarded in terms of income and return on investment to obtain more repeated customers, online sellers should be aware that most of the return customers are returning only for the second purchase. Less than a third of these customers place more than two orders (30.16 percent).
Only a small group of repeated customers actually become ordinary customers
Customers who place orders in the online store more than three times also make up a small share, 12.37 percent. Less than 2 percent shops several times a month. This suggests that even if customers decide to place the second order, only a very small group of them actually becomes common customers.
The interval between orders is decreasing
The second purchase is placed on average two weeks after the first. For this reason, online retailers could target first customers with measures of engagement. And after the second purchase the interval between orders is still decreasing. It seems that closer and regular communication with repeated customers can be useful.
Measures to increase the share of repeated customers
There are more differences between one -off buyers and repeated buyers. For example, returning shoppers visit fewer pages and spend less time in the online store when they move the process faster. This means that the marketing window on site to increase the conversion rate is small. Sellers who want to focus on this group of customers have to work with clear offers and messages that are quickly seen because traditional viewing or long navigation rarely happens.
“New and effective measures to build long -term customers’ relationships must be implemented”
“Recurrent customers are increasingly important at the time of rising clicks and hard competition. Online retailers are currently unable to build long -term customer relationships. As a result, many sales potentials are simply lost. Traditional newsletter is not enough.
(Tagstotranslate) Germany