My teenage daughter, the Queen of the UK, and ADBT in eCommerce

My teenage daughter is constantly buying and testing a lot of skincare products - she’s in that period when she’s asking for my phone to erase the photos I made with her.?

Unless those contain the Queen of the United Kingdom:)

Whatever - I was looking at the beauty company and how they encouraged my daughter to become a repeat customer.?

The company had a “disclaimer” card, setting the expectations:?

“It might take up to 8 weeks to see the results. A 50ml cream (her product) will last only for 2 weeks”.?

It was simple - a card attached to a product, with all kinds of tricks for skin beauty and advice on how to apply - down to the dosage and timing.?

I think they did a really good job preventing churn and setting the expectations right off the bat.

From the first interactions, they’re telling you “don’t expect amazing results if you don’t go through all the process”.?

I believe companies forgot about these techniques.?

But it’s easier than ever to deploy them - you have package inserts, you have emails, you have ads. Plenty of opportunities to talk to your customers.?

As a last resort, you can even pick up the phone and call your customer. Or orchestrate an SMS campaign.?

You have to consider how people are using your product.?

Is it a daily product, like a moisturizer? A weekly one, like a hair growth serum? Do you need to restock monthly, as you would do with pet food??

Or is it a product that doesn’t need constant restocking, like a hard drive??

And you need to adjust your messaging to whatever makes sense for the lifecycle of the product as well.?

There’s this metric person ignore or forget about - the Average Days between Transactions.?

Measure the ADBT, then mix your creativity, your customers’ behavior data, and product performance analysis insights to generate appealing messages.

I can’t stress this enough:

Without consumption, there’s no retention!

Yes, I sound like a drug dealer, but that’s true in eCommerce, as well:)

(here’s a slide from my course in the CVO Academy)

You don’t want to be too pushy or send messages as part of an email blast campaign - so keep in mind where they are in the customer journey.?

On the other hand, you don’t want to wait too long before nurturing them to their second purchase.?

Only by knowing your ADBT and how much it takes for your customers to make a second purchase, can you trigger a flow designed to lead them to the next purchase.

A flow that makes sense for them - where they are in using your products and when they would need to restock.?

It’s the Holy Grail of any eComm business - to have predictability.

There are so many variables, but ADBT is an easy metric to follow. Of course, you would need historical data, but you already have it stocked somewhere on your platforms. Then you can use a tool like Omniconvert Reveal to really look at your data and get those numbers.?

You have this info, right there.?

You can easily access it, compared to how it was a decade ago.?

You can understand when someone should be ready to buy again, and make sure that the messaging leading up to that point in time matches their intent of what you want them to do.?

Take the time to really analyze your data. Look at all metrics. Combine the metrics with your customers’ location, age, and place of order.?

Then take action!

Maybe before you had a bunch of data stored somewhere on a digital bookshelf and you didn’t know what to do with it, you’d just leave it there to get dusty and moldy.?

But the bloodbath in acquisition has forced eComm businesses to open their eyes, see the true value and worth that lies in retention, and capitalize on the value of customers that you already have.

Now you have a clear goal - make sure you maximize the lifetime value of your customers.?

And you can have fun with it and get creative. But you have to really connect with your customers and help them meet their goals in the most convenient way possible.?

And that’s how you reach your KPIs this Q.

PS: Do you have plans for the 22 and 23rd of September this year?

We're setting up a CLV Revolution!