Do you know, usually 80% of the income from 20% of customers? Well, this is not an exact rule, but it turns out that this idea is often correct -almost applicable to every industry.
Therefore, although you should have been looking for new customers, and more specifically, you should find more customers, such as 20%of the highest expenditure.
But how did you do it? What indicators should you pay attention to and where can you find these indicators?
All of this began in the average order value (AOV), customer life cycle value (CLV), and your WooCommerce dashboard.
How to find a large consumption e -commerce customer
Woocommerce analysis instrument board
The instrument board has always been the basic indicator of the health status of the store
Place. Because of the recent upgrade, it has become stronger. In fact, we have an article about making full use of Woocommerce analysis instrument boards.
You can sort at different time range, and make the performance in this time period with another performance with another another Compare a period of time. What is the first week of July this year compared with the first week of last July?
You can quickly view the following types of data:
Total sales
Net sales
Command
Sale Item
Return
Discount order
Total discount amount
Total tax
Order tax
Freight tax [ 123]
Shipping
Total sales
Average order value
The last one in this list -average Order value -is where you start looking for the best customer journey. This should be the benchmark for determining who is the real \”big pen\”. If your average order value is $ 20, then it may not be counted at $ 22. This is about average. But what about $ 75 alone? This is a considerable expenditure.
Make sure you go back to the history of enough, find a goodThe average of healthy, healthy. The past 12 months is an ideal range.
In your Woocommerce Analytics instrument board, you still you still You can use the ranking function to highlight the best -selling products, the most popular coupons, and (please applaud) your top customers and their total expenditure during their choice.
Only the top 20 can be displayed, and the list cannot be exported. But you can find the top 20 in each period (month, week, etc.) you choose, and write them down one by one to obtain a list of larger expenditures. If this looks a bit too much manual, then there is a hack at the end of this article to complete this work for you.
Now you have determined the actual top customers, you can:
contact them separately to interview your store. Understand why they like it, ask them what changes they want, and use the knowledge you learned to continue growing.
Provide special allowances, loyal rewards, etc. Big pen is worthy of special attention. By giving them VIP treatment, make sure your best customers will always be with you.
Sales to them through exclusive discounts. Because they tend to spend more, you can create sales discounts unlocking at the lowest consumption amount, which is too high for your ordinary customers.
I found who is your best customer. But how did they find you? How do you create your advertisements to attract more such heroes? This is where to track your advertisement and traffic sources.
Facebook Facebook is a powerful way to contact consumers, because you you It can combine natural contact with paid options (such as marketing and advertising) that can expand the audience. First, make sure you have connected your Facebook page, shop and advertising account. Facebook for WooCommerce extension is the best way to synchronize all content.
As your advertising strategy becomes more and more complicated, and you seek to find customers who are absolutely optimal (maximum expenditure), you need to ensure that all possible data tentacles are within reach. Facebook extension is the best way to achieve this goal.
Please note that because the customer chooses to retreat due to iOS 14If you follow, you will encounter some restrictions in the report. But part of the solution to the maximum available data in the iOS 14 is Facebook conversion API. Learn more about Facebook Conversions API and how to connect your website to Facebook.
For this article, we assume that you are familiar with the Facebook advertising instrument board. By default, your advertising series view results are shown below:
But you can customize columns in thousands of ways.
Select the three vertical columns on the top, and then click
Custom column
. This will open a selection menu, you can find the most valuable indicators in it.
There are many potential options for e -commerce stores, for example:
Add payment information Add to wish list
Add to shopping The car
has launched the checkout
… and more.
All these can help you better understand your sales channels and where people lose.
There are many options for viewing advertising expenditure, actual purchase, and income generated by it:
Unique purchase
Buy ROAS (advertising expenditure return rate )
Purchasing conversion value
Each purchase cost
But to find the source of the highest consumer customers, you need to understand the value of the average order of each source. Therefore, we will study two specific indicators:
Buying conversion value+ unique purchase [ 123]
To find the value of the average order, please remove the purchase conversion value by the only purchase number. In the above example, the third line has 6 sales, and its average order value is $ 39.46. Line 4 shows 27 sales. However, the event not only brought more sales, but also increased the average order value of $ 64.26.
Now, you have found an advertising series that provides the highest average order value, but unless you are wideThe series is sorted by a specific audience, otherwise you still don’t know it is Who .
In each advertising series, you can create different advertising groups for different audiences. You can even create a custom audience and save it for repeated use.
Below is a screenshot of several different audiences in an advertising series.
In the example above, you can see that the income of the \”Clemson Fans\” audience is about twice the audience of \”Alabama Fans\”, although the purchase volume is only better than \”Alabama Fans \”doubled. In other words, the average order value of this audience is much higher.
Ensure that always segmented the advertising group based on the consistent audience. If you change them before launching each new advertising series, it will make more accurate conclusions.
You can set this operation for any advertising series and audience you set for you. Now, you know which audiences tend to spend more on your store.
Finally, it is important to note that any single indicator should not be the only thing that can be told you. Just like the most transformations of an advertising group, but only a small part of the income generated, those advertising groups that cost the most are not always your best choice. Why? Because even if the audience costs twice as much as your ordinary consumers, if their coverage cost is three times that of ordinary consumers, the final profit of the event will be reduced. ROAS or advertising expenditure returns are an indicator that can help you determine the income amount generated by each US dollar advertising expenditure. If your ROAS is 2.5, every cost you spent on the advertisement is $ 2.5.
Google
Just like you should not
only
Follow The highest spending audience or only is the same as providing the best ROAS advertising series, and you don’t want to forget the existing various marketing methods. Maybe your best Facebook advertising campaign is not as bad as your Google ADS advertising campaign. Alternatively, maybe no payment ads can be as successful as the natural traffic established by your search engine optimization work. The advantage of Google Analytics is that it concentrates your data in one place. You can get a wide range of channels (social media, nature, click -in paymentFees, etc.) Even the side comparison of specific sources and advertising activities. The default information of Google Analytics is very useful. But the store needs more data. Google’s enhanced e -commerce report is the answer. It requires some complicated integration, but this free extension will handle it for you. You will need this completely integrated to use everything we will discuss.
Please refer to the advanced guidelines for tracking advertising effects using Google Analytics. In this guide, you will also understand UTM parameters. This allows you to add additional information to each link so that when someone visits your website, you can learn more about sending them there.
Please note that Google is one of most platforms affected by iOS 14. Learn more about the impact of iOS 14 on e -commerce advertising.
How to find the average order value in Google Analytics After logging in to Google Analytics, turn to Acquisition →
All Traffic
→
Channels
.
Then, select
e -commerce , which will reload some great data.
First, at the top, you can see the total an average order value of all sources. This provides a overall benchmark for your store.
You can expand the time range to obtain an accurate estimate of the average order value, but you can also view it Whether it increases over time (another great goal). This information will help you determine which source provides you with information that is higher and lower than the average order value.
Now you can also analyze the average order value according to channels. You will notice that in our example, the average order value of \”paid search\” is significantly higher than any other source. This should also take into account how much money we spend to find those high -consumption people. Moreover, because the number of people is small, although they spend more personally, their total expenditure is significantly lower than those who directly search. If you can use it, you can click each channel to view more data. If you are rightIt is indeed UTM marked by attributes (such as sources, media, activities, etc.), and you can change the main dimension of
above the chart
to view more information about ultra -specific sources.
You can also find data from specific audiences and compare it with the overall average. How to do this:
Select near the top
. You can choose from the predefined audience here. But for our example, we will click the red new subdivision
to find a specific audience we want to compare.
Even if there are no parameters, you may find a lot of important information about users. Use the filter on the left to create an audience for comparison. In this article, we mainly discuss the
flow source
, which has found the highest consumer customer . But using this tool, you may also check what other types of attributes of your highest consumer (such as age or equipment they use)!
We named the audience \”\u0026 lt; preview \u0026 gt;\”. Google Analytics has determined the total number of the audience: 13 transactions, with an average order value of $ 409.
Similarly, UTM is the key to finding ultra -specific information. If you run an event and mark it as \”Discopromo\”, you can sort it according to the tag and check whether the promotion will generate higher, lower or typical order value.
How to find the customer’s life cycle value in Google Analytics
The average purchase value is very suitable for finding activities and audiences that cause a lot of purchases. But what are the customers who buy a lot of small amounts? Over time, these customers may spend more in your store than ordinary people. In other words, they are also big.
With the correct settings on Google Analytics, you can estimate the value of the customer’s life cycle based on the advertising series or even a specific audience to help you truly identify the most valuable customers.
To find the lifelong value of the customer, please go to
The audience
→
Lifetime value
You will see you will see The first thing is the overall chart of life cycle value.You will notice that it is bent, because the average value will rise as the visitor returns to buy it repeatedly. The flatter your chart, the fewer the number of times your company is purchased.
Note: Not every company should look forward to a curve chart -for example, what you sell usually only buy at one time.
Below the curve chart, you will find the user’s subdivision, the income of each user, and the total income organized by the acquisition channel. In the following example, there is an interesting insight. The value of the recommender’s life cycle is much higher than others -such as natural search -even if the traffic of natural search is almost five times that of natural search, it accounts for a much lower proportion of total income.
This is a great information. But it will become better.
You can also sort according to channels, sources, media and activities. Similarly, if you use UTM, you can find some very detailed information. You may find that the LTVs obtained by customers through each year’s New Year Facebook Flash Rower war are much higher than customers obtained through summer promotion. With this information, you can transfer some summer sales budgets and invest more funds for your New Year promotion!
MailPott: Find your top customers through the name and sell them to them!
Do we remember how we start to identify the best customers based on the income of the WooCommerce dashboard?
Using MailPoet, you can identify your best customers by the value of your life cycle order value. You can then send a specific email marketing information to the list. For example, to promote sales with higher purchase restrictions, this may not resonate with other audiences.
You can also export these data
. Therefore, it may be exported to the list of anyone who spends more than $ 1,000 in your store, and contacted them separately to understand why they like your store. Ask them to complete a survey. Send a special gift \”just because\” to maintain their loyalty. Invite them to participate in special events and so on.
In addition, if these people choose marketing and this is in line with your relevant regulations (such as GDPR), you can upload your list to Facebook and Google to create a custom audience for overrouting and re -direction. Marketing.
MailPoet has various powerful functions. However, can it be exported data according to the expenditure detailed list
and
for multiple ways? Now this is a change tourPeople with the rules of the play.
Top stores identify and retain their best customers
Compared with looking for new customers, the cost of retaining existing customers is lower.Moreover, when we talk about 20% of your income of 80% of your income, the retention rate becomes more important.
Use the tools in this article to find the best source of high consumer customers so that you can find more.In addition, identify key customers by name, so that you can reward and retain your biggest fans.
Select the three vertical columns on the top, and then click 
Even if there are no parameters, you may find a lot of important information about users. Use the filter on the left to create an audience for comparison. In this article, we mainly discuss the 
Similarly, UTM is the key to finding ultra -specific information. If you run an event and mark it as \”Discopromo\”, you can sort it according to the tag and check whether the promotion will generate higher, lower or typical order value. 
With the correct settings on Google Analytics, you can estimate the value of the customer’s life cycle based on the advertising series or even a specific audience to help you truly identify the most valuable customers. 
Using MailPoet, you can identify your best customers by the value of your life cycle order value. You can then send a specific email marketing information to the list. For example, to promote sales with higher purchase restrictions, this may not resonate with other audiences. 
In addition, if these people choose marketing and this is in line with your relevant regulations (such as GDPR), you can upload your list to Facebook and Google to create a custom audience for overrouting and re -direction. Marketing.