Customer statistics - understand your customers' behavior

The customer statistics page gives you a complete overview of your customers' behavior and loyalty. You can see who shops with you once, who returns and who are your most valuable customers - all in one place. This insight is worth its weight in gold when you want to prioritize your efforts and get more out of your marketing.

You can find the page under Statistics → Customers in Shoporama admin.

The overview map - four key figures at a glance

At the top of the page, you'll find four cards that summarize the most important information about your customers in the selected period.

• Unique customers - the total number of different customers who have placed at least one order during the period.
• Return rate - the percentage of customers who have shopped more than once. Green color means 30% or above (good), yellow means 15% or above (acceptable), and red means below 15% (room for improvement).
• Average customer lifetime value (CLV) - what an average customer brings in. CLV helps you assess what it pays to invest in acquiring and retaining customers.
• Average time between orders - how long it takes on average from a customer's first order to the next. A low number is a good sign that customers are repeat customers.

Customer segments - understand your customer base

Your customers are automatically divided into three segments based on how many times they have shopped with you.

• One-time customers (1 order) - customers who have only shopped once. This group is often the largest and there is great potential to convert them into return customers.
• Returning customers (2-3 orders) - customers who have started returning. They are ideal for targeted retention.
• Loyal customers (4+ orders) - your most loyal customers. They shop regularly and typically make up a disproportionate share of revenue.

For each segment, the number of customers, their share of the total customer base as a percentage and the total revenue they have generated is shown.

New vs. returning customers per month

The monthly table shows how the ratio of new and returning customers develops over time. For each month you can see:

• New customers - customers shopping for the first time.
• Returning customers - customers who have shopped with you before.
• Total - the total number of customers that month.
• Return rate - the percentage of returning customers. Color-coded: green for 30% or more and red for less than 15%.

The table is great for spotting trends. A declining rate could be a sign that you need to do more to retain customers.

Select period

Use the quick buttons to view data for This year, Last year, This month, Last month or the last 3 or 12 months - or enter a start and end date in the date fields.

Top 20 customers

At the bottom of the page you'll find a list of your 20 most valuable customers in the selected period. For each customer is shown:

• Email - clicking on the email address will take you directly to the customer's orders in the order system.
• Number of orders - how many times the customer has purchased.
• Total purchases - the customer's total revenue with you.
• Average order value - what the customer typically spends per order.
• First and last order - when the customer made their first and last purchase.

The list is useful if you want to give your best customers a special treat, such as a personalized discount code or a thank you letter.

Export to CSV

You can download the top customer list as a CSV file. This makes it easy to work with the data in a spreadsheet or import it into a newsletter system.

Practical tips to increase customer loyalty

1. Send a follow-up email to one-time customers. Contact them with a great offer within 30-60 days after the first purchase.
2. Reward your loyal customers. Consider a personalized discount, free shipping or early access to new products.
3. Keep an eye on the average time between orders. Use it to time your newsletters and promotions.
4. Set a target for the return rate. Use the color codes as a benchmark. If you're in the red zone, it's a signal to prioritize retention.
5. Compare periods. Use the date filter to compare this season with the same period last year.

If you have any questions about the customer statistics, you are welcome to write to support@shoporama.dk.