Analyze your retention dashboard to retain and gain loyal customers

❗️ Important
This feature is only accessible to users using API or with an updated WooCommerce (v4.0.0) or PrestaShop (v5.0.0) plugin, or Shopify plugin at the moment. We will progressively launch it for other plugins.

The Retention analysis dashboard gathers all key metrics you need to improve your retention rate and transform one-time and repeat customers into loyal customers. From there, you have an insight into your customers' behavior and the average revenue they generate for each group: Leads, One-time customers, Repeat customers, Loyal customers. You can also analyze your Coupons, Products, Months, or Sources revenue to know which ones generate and retain loyal customers the most. 


🧲 Retention analysis

Retention represents how many times and how often your customers place an order on your online store. The higher the retention rate is, the best your revenue will be. A customer who makes more purchases from your online store is always preferable to a one-time customer because loyal customers spend a lot on your business in the long-term compared to one-time customers.


The example above clearly shows the difference in terms of revenue between one-time customers and loyal customers. In the long term, we can see that the customers who spend the most on your website are often loyal customers. The goal is then to move your leads from the left category to the right categories until they become loyal customers. To do so, you must analyze your actual loyal customers' behavior and habits to learn what makes them stay. Analyze the different cohorts to see which ones contain the most returning and loyal customers and put effort into what matters to them ⬇️.

👥 Cohorts analysis

A cohort is a group of people who share the same characteristics. Analyze your loyal customers' behavior to find what they have in common. It could be a social network or product for example. If you have a large number of leads or one-time customers, you can transform them into loyal customers and make a lot of revenue with them by predicting their future behavior and put effort in your marketing where it really matters: best-time to sell, best product ...


The marker below each line indicates the overall average for the data. It makes it easier to see where your data is standing according to the average. For each cohort, you can sort your results by increasing or decreasing number by clicking Contacts, or by alphabetical order by clicking a data (Coupons, Products, Months, Sources). For example, this could be useful to sort your most purchased products or less purchased products.

With the cohort analysis dashboard, you can easily see which products or initiatives you should focus on to increase your Customer Lifetime value and revenue. Compare the different cohorts to see which factors impact your retention rate and where you should put effort into your marketing strategy: 

🏷 Coupons📦 Products📅 Months🌐 Sources

This cohort groups all your contacts that made their first purchase with a specific coupon code. For example, you could analyze the customer retention for contacts who made their first purchase using the coupon FLASH20.

🔬 Analysis


In the example above, more than half the contacts (54.03%) who used the FLASH20 coupon came back to your website and placed another order.

In addition to this, they spend more than the average when placing an order ($207.59), and their Customer Lifetime Value ($1,303.52), which is the average amount each contact has spent on your website, is also above the average.

With this analysis, we could say that the FLASH20 coupon works pretty well since your customers usually come back after using it, and they spend much more than other contacts who used other coupons. 

✔️ How to use this data in my marketing strategy?

  • Reveal which promotions work best and encourage your customers to buy again on your website. You can thus repeat the coupons that work best to gain loyal customers. 
  • Reveal which coupons don't work or don't make your contacts come back to your website. You can drop them and only use the ones that generate the most revenue and loyal customers.
  • You can also mix the cohort analysis and also analyze the month during which you used a specific coupon, for example, a coupon for Christmas or Valentine's Day, and see if they were successful. 
💡 Good to know
Mix the cohorts analysis to target a specific product on a specific medium, or analyze the impact of a specific coupon for Black Friday in November, for example.
You can also use segmentation to create a campaign that only targets customers who placed an order of more than 100€ in a specific period, for example. 

⏭ What's next?

🤔 Have a question?

If you have a question, feel free to contact our support team by creating a ticket from your account. If you don't have an account yet, you can contact us here.

If you’re looking for help with a project using Brevo, we can match you with the right certified Brevo expert partner.

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