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RFM Segmentation is a way of segmenting your customers based around how recently they bought (R), how frequently they buy (F), and how much money they they spend (M). RFM segmentation is the first step is differentiating how you treat your customers as not all customers were created equal. Segmenting your database using RFM segmentation allows you to place different emphasis and budgets around retaining your customers as well as using that data to help inform your acquisition activity.

Defining your ideal customer profile (or profiles) is key to delivering maximum value for your brand. Deeper than RFM segmentation, ideal customer profiling will ensure that you are laser focussed on exactly who you are targeting when selling your products. Defining your ideal customer profile(s) will deliver results across the entire value chain, from acquisition and conversion, through to retention.

NPS or Net Promotor Score has been around for some time and still provides a great source of information when measuring customer experience. Respondents are grouped into 3 categories based on their responses to experienced based questions; promotors, passives, and detractors. All 3 groups provide a valuable insight into the experience you are providing helping provide a direction for any improvement.

User testing allows us to observe first hand the struggles that users face when visiting your eCommerce store. We use this information to provide qualitative insights where there are often gaps between quantitative data and theories. We can use user testing to gauge the impact that large scale changes to your eCommerce store may have before rolling it out across the site or via an A/B test.

Never underestimate the power of asking people what they think. Web surveys are a great way to hear first hand the thoughts and opinions of your customers. Asking customers for feedback can be a really positive way to understand them on a deeper level, help them on their journey, and guide product and business development for your brand. Placing the customer at the heart of your offering will only lead to growth, there’s no better way of doing that than asking them for their thoughts.

What customers say and what customers do can be two different things. Hotspot and heat map analysis can begin to show you where customers are spending their time, what’s catching their attention, as well as shining a light on the things that they’re missing. Layering this with other data sources, you’ll start to get a picture of where your customer experience could be improved.

Many brands have an element of seasonality in their sales. Cohort analysis helps dig into that seasonality and understand the value of each of the cohorts over time based around the date of their first purchase. Cohort analysis also helps us understand what acquisition and retention tactics a customer has responded to over time. Using cohort analysis to inform both acquisition strategy and retention efforts help unlock hidden revenue opportunities and increase customer lifetime value.

You’ve spent money acquiring customers via multiple different channels and you’ve got them on site, now what? The path to purchase can be one that is different for each and every customer. Identifying the key stages of the process will help you deliver an ever improving customer experience, converting more visitors into customers, generating a greater ROI. Layering this with your ideal customer profiling, you’ll be able to streamline the process for your best customers, removing friction and delivering value along the way.

Jobs to be done interviews are an in depth customer research tactic that goes beyond asking customers for their thoughts and feelings on your brand. JTBD customer interviews will help you uncover the outcome your customers are trying to achieve with your product, the challenges they face, the pushes and pulls that make them decide to buy and highlights the reasons for their churn.

It matters which of your products a customer buys first. In order to maximise your customer lifetime value, it’s important you know how your products impact customer buying habits. Analysing your product mix and identifying the best and worst performers will give you insight into sales and acquisition strategy, as well as being able to perfectly predict the next product a customer will want or need to order allowing you to deliver that message at just the right time. Getting rid of products that cause customer churn is equally important, not only are they damaging your customer lifetime value, they’re hurting your brand.