After logging in to the platform, you will be redirected to the Insights section. The Insights consists of the Acquisition page which opens by default, and the Retention page.
This page shows information about the visitors that are being tracked by the tracking script. On top, there is a Visitors funnel. This shows the funnel of your website visitors per buying phase of the customer journeys they are assigned to.
You can use this information to improve your customer journey. In the example above, there are relatively many visitors in the orientation phase and in the decision phase. If you want to have more visitors at a later buying phase, you might want to add more touchpoints. You can also create more direct CTAs in touchpoints, like “Get started” or “Only 50 minutes left” in the decision phase.
Below the Visitors funnel, you can find the Group details charts. These charts show you the customer types, persuasion types, technology (device types, OS), and the source & UTM. Direct traffic is the one that comes from the website without clicking any link, so basically by typing the URL in the address bar or by clicking from a browser's bookmark. Site traffic is from different a website. By clicking on one of the phases in the Visitors funnel, the Group details chart will show data based on the selected buying phase.
You can use this data to learn more about your website visitors and to improve the Datatrics setup. Do you have a lot of mobile visitors? Make sure the Datatrics touchpoints are well scaled for these devices. Is the explorer the largest customer type? Be sure you support them well by showing them content to learn more about the USPs.
The retention page shows the Retention grid. This grid is divided into five groups: Red Alert, Loyal, Sleeper, Promising, and One Time Buyers. On the Y-axis, you see the number of orders and on the X-axis the days since the last order.
Our retention grid provides loyalty segmentation and lifecycle analytics which gives you more insight into your customers. It also indicates whether a group is growing or not and alerts you about significant drops. In addition, you can zoom in on each segment to discover even more about it.
Every segment is based on two criteria; how long ago the last order of a customer was and the total amount of their orders. You can find an explanation of each segment below.
Customers in the loyal segment have ordered four or more times and had a purchase in the last 90 days. They are also the ones who are most likely to buy your new products and promote you to people they know. Try to target these customers with up- and cross-selling touchpoints since they are likely to make use of them. Other possible touchpoints are ones that share news or blog articles. Go ask them for reviews or include them in your loyalty program.
These are the customers who used to be loyal customers, it is important to contact them and prevent losing them as a customer. Try to win them back or understand why they stopped purchasing.
These customers have ordered two or three times, their last order is in the last 60 days. Try to make them loyal customers by creating touchpoints that include product recommendations based on their previous purchases. Also, make sure to include exclusive offers or discount coupons.
Customers in the sleeper segment have placed one or three orders, but their last order was more than 90 days ago. Try grabbing their attention with touchpoints which include bold persuasion texts.
One time buyers
This segment contains customers who only ordered once. Customers with only one conversion have a low chance of transitioning to one of the segments above, so try building a relationship with them first. Focus on brand awareness and creating an emotional connection. Use persuasive content of the Authority and Consistency persuasion types.
Like the Acquisition page, you can click on one of the groups to dynamically change the Group details.
Are you inspired to create segmentations based on the Retention grid groups? You can find even more inspiration in this article.