Retention Dashboard Overview
Retention Dashboard Overview
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Yotpo's Retention Dashboard provides actionable insights into your store’s retention performance and the customer segments and experiences that motivate them to come back and shop from your store to ultimately drive customer lifetime value forward.
It is designed to help you better analyze your retention performance within various timeframes and execute a more robust customer retention strategy.
This data can help you:
Analyze your repeat customer rate at a glance
Understand the trends in purchasing behavior between segments and identify your biggest areas of opportunity
Engage customers throughout the retention funnel by acting on the most impactful campaigns that drive retention, thereby driving customer lifetime value forward
In this article, you’ll learn how to read and use the dashboard to make data-driven decisions that will effectively improve your retention strategy.
Dashboard metrics
Selecting the time frame
The dashboard shows data available up to the “last updated” notification date.
Data is available for the past two years on a rolling basis.
The selected time frame is by default compared to the previous equal date range. For example, when choosing the 90-day time frame, the data will also be compared to the previous 90 days to see how the numbers are trending.
Key metrics
This section shows a high-level breakdown of how your business is performing in terms of repeat customers.
Please note:
The metrics are calculated using data sent to Yotpo from your eCommerce platform or data sent to Yotpo via API.
This data includes:
Order data
Customer information
Currency
Sales
The total revenue from sales received from your eCommerce platform within the selected date range. This includes all line item prices, discounts, shipping, taxes, returns, refunds, and other edits in the shop currency.
Repeat customer rev. share
The percentage of sales that came from repeat customers in the selected date range.
These are sales to customers who made more than one purchase out of all customer sales within the selected date range. This metric showcases the impact of repeat customers on your overall sales.
Customers
The total number of unique customers who purchased within your store. If the same customer has made more than 1 purchase, they will only be counted once.
Repeat purchase rate
The percentage of repeat customers in the selected date range.
These customers made more than one purchase within the selected date range.
Tip:
This metric combines both the percentage of returning and frequent customers.
Customer segments
In this section of the dashboard, you’ll see a breakdown of the different customers that shop at your store.
The segments are calculated by dividing the number of customers that qualify for a segment in the selected date range by the total number of customers that shopped at your store in the selected date range.
Each customer segment includes the following metrics:
Avg. sales per customer - This shows how much money was spent on average by a customer in the segment during the selected date range.
Total sales - This shows how much money was spent in total by this customer segment in the selected date range.
Please note:
Each customer is only counted once and can only belong to one customer segment.
For example, if a customer already belongs to the ‘Returning’ segment, they will not be counted again as part of the ‘Frequent’ segment.
Customer segment definitions
One-time
Made a single purchase within the selected date range
Returning
Made two purchases within the selected date range
Frequent
Made more than two purchases within the selected date range
How to use the dashboard
Evaluating retention metrics
The Retention Dashboard is meant to be a tool for your store to consistently monitor retention performance over time to build a strategy to improve customer retention.
With the data in the Key Metrics section, you can have a consistent view of how your store's sales are performing in a given date range. In addition, you can determine how your repeat customers influence your store's performance. These metrics will give you an indication of what percentage of customers are new vs. repeat customers if your store relies more heavily on first-time customer sales vs. repeat customers.
Since your repeat customers tend to spend more at your store vs. a one-time customer, it's important to ensure you build a plan to retain more customers. This dashboard will support you in those efforts.
Within the customer segments, you can see which segments have the highest average sales per customer and understand that an increase in customers in those higher-spend segments will influence your overall sales.
Viewing industry benchmarks
We compare your store to dozens of other stores from the same industry with similar product and purchase patterns. The blue space shows where the majority of similar stores are and you can see how your store compares to them.
The benchmark will appear when there’s sufficient data from both your store and similar stores in the selected timeframe to calculate the comparison. You will not see benchmarks when choosing the Custom date filter.
Observing trends
Each metric will have a green or red next to it. These arrows and colors help you understand trends that continue throughout the reports to show positive and negative changes as compared to either the previous time frame or the same time frame from the previous year (depending in selection made by the user).
The green arrow indicates that the metric has improved in the rankings and the trend is positive
The red arrow indicated a decrease or negative trend
Exporting data
You can export data from the board at any point for further analysis. You can find the Export data button right next to the date range picker.
Data can be exported in the following formats:
CSV
PDF
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