The Time Between Orders metric in Admetrics Data Studio offers valuable insights into your customers' purchasing behavior by showing how long it typically takes for them to make a repeat purchase. This data can be a game-changer for planning retention campaigns, adjusting the timing of promotional efforts, and understanding customer loyalty across different product types.
1. Definition of "Time Between Orders"
This metric tracks the average time span between a customer’s purchases, giving you a detailed understanding of customer retention and purchase frequency.
A shorter time between orders suggests that customers reorder frequently, which is often the case for everyday or high-use products.
2. Relevance by Product Type
The time between orders can vary significantly based on the type and price of a product:
High-Value or Luxury Items (such as jewelry or electronics): These items tend to have a longer reorder interval, as they aren’t purchased frequently. For example, customers may take longer to repurchase items like premium jewelry, which contributes to a higher time-between-orders average.
Everyday Consumables (like household supplies): Customers repurchase these items more often, leading to a lower time-between-orders value, as they need replacements or refills more regularly.
3. Example Insight
For a luxury segment, it might be common to observe only a small fraction of customers repurchasing within a short period post-purchase.
However, some data may reveal that 60% of customers make a repeat purchase within 60 days for specific product categories. This can indicate strong brand loyalty or quick product usage, even with higher price points.
4. Applications for Retention Campaigns
Understanding the time between orders is crucial for optimizing retention strategies:
Email Retargeting Timing: By knowing how long customers typically wait before reordering, you can schedule retention emails precisely. If the data indicates that most customers reorder within 60 days, setting up a retention email around this timeframe can maximize conversions.
Personalized Campaigns Based on Product Types: For high-value products, consider spacing out retention emails, while for everyday items, more frequent reminders may be beneficial.
5. What Do the Axes of the Diagram Tell me?
Left Y-Axis: This axis shows the total number of orders.
Right Y-Axis: Here, you’ll find the accumulative percentage of orders, which allows you to see the cumulative distribution over time.
X-Axis: This axis represents the number of days between orders, giving you insights into the intervals between customer purchases.
💡 This chart visualizes the time intervals between customer orders. The X-axis displays time ranges in days (from 0-4 days up to >100 days), while the left Y-axis shows the number of orders. The green bars represent this number within each time interval. A black line tracks the cumulative percentage of repeat orders, measured against the right y-axis (0-100%). This dual-axis presentation allows the users to see both the distribution of order frequencies and the running total of repeat orders across time periods.