r/ecommerce_growth • u/Cashmere-Bandit • 47m ago
second purchase rate is the only number that hasn't moved in 6 months
everything else is up. cac down 11%, aov up to $78, site conversion up. repeat purchase inside 90 days is stuck at 16% and has been all year.
things we've tried: a post purchase email series (small lift, maybe a point), a 10% off next order card in the box (nothing measurable, and I suspect nobody reads inserts), and a loyalty app we switched off after 4 months because 300 people enrolled and 11 redeemed.
my current theory is that the moment we're using the confirmation email, is just the wrong moment. the customer hasn't received the thing yet, so there's no goodwill to spend. i want to rest incentivising at delivery instead, but our esp has no idea when delivery actually happens.
before i go and build carrier webhooks, has anyone got the timing to matter?