The Purchase section in Audience Insights is a powerful tool that provides detailed insights into customer buying behavior, product performance, and revenue trends. By understanding purchase patterns, you can refine your marketing efforts, improve customer retention, and optimize product offerings.
Purchase Overview
The Purchase Overview dashboard includes metrics that help you evaluate customer spending habits, product performance, and abandoned cart patterns. Here's a comprehensive breakdown:
1. Orders per Customer
Definition: The average number of orders placed by each customer within the selected date range.
Example: If Orders per Customer is 1.16, it means that on average, each customer places just over one order.
💡 Use cases:
If this metric is low, focus on strategies to increase repeat purchases, such as:
Loyalty programs
Retargeting campaigns
Personalized product recommendations
A rising trend in orders per customer often indicates improved retention efforts.
2. Time Between Orders
Definition: The average number of days between customer purchases.
Example: If Time Between Orders is 157.15 days, it indicates that on average, customers take about 5 months to place another order.
💡 Use cases:
For businesses with longer purchase cycles (e.g., fashion, electronics), this is common.
For fast-moving consumer goods, a high value may indicate poor retention.
To reduce the time between orders:
Use post-purchase email sequences with special offers.
Run seasonal campaigns to encourage faster repeat purchases.
3. Average Order Value (AOV)
Definition: The average dollar value spent per order.
Formula:
Example: If AOV is $91.69, this means that, on average, customers spend about $91.69 per order.
💡 Use cases:
Increase AOV by:
Upselling complementary products.
Offering bundle discounts.
Promoting premium product lines.
AOV can also indicate customer purchasing power by region, helping you adjust pricing strategies.
Product Insights
The Products section helps you track product performance, abandoned cart trends, and customer interests.
1. Most Purchased Products
Definition: Displays the top-selling products ranked by total purchases.
Example:
Product A – 13,642 orders (4.53%)
Product B – 11,492 orders (3.81%)
💡 Use cases:
Promote best-sellers in advertising campaigns to attract new customers.
Feature these products prominently on landing pages or homepage banners.
Consider restocking or expanding the color/size range for consistently popular products.
2. Most Frequently Abandoned Products
Definition: Identifies the products that were frequently added to carts but not purchased.
Example:
Product A – 7,071 abandoned carts (4.74%)
Product B – 6,266 abandoned carts (4.2%)
💡 Use cases:
Products frequently abandoned may need improvements in product descriptions, pricing, or checkout flow.
Implement abandoned cart email sequences with discounts or reminders.
Ensure clear messaging on shipping fees, return policies, and product availability to reduce abandonment rates.
3. Most Viewed Pages
Definition: Displays the web pages that attract the most visitors.
Example:
Product A product page – 197,849 views
Homepage – 101,520 views
💡 Use cases:
Optimize high-traffic product pages with stronger call-to-action (CTA) prompts.
Add persuasive content like product reviews, trust badges, and social proof.
Monitor which pages convert best and apply those strategies to lower-performing pages.