Channel conversion vs. control group conversion
Posted: Mon Jan 27, 2025 10:31 am
An online cosmetics hypermarket has introduced personalized and automated email newsletters. The marketing department tracked the conversion from email to purchase and compared the figures with the results before the technology was implemented. Conversion to order increased by 20%.
It happens that a client finds you through contextual advertising, signs up for a newsletter, receives an email with a personal offer and places an order. The analytics system will calculate that he came to you via email. To understand what actually prompted him to make a purchase, use a control group - in this case, clients uganda consumer email list who did not receive the letter.
Customer retention - Retention rate (RR)
How to count
Example
A pet store implemented a loyalty program to increase sales by at least 10% from regular customers. After its introduction, it tracked the retention rate. Customer return was 11%, the goal was achieved.
When working with this indicator, you need to compare the revenue of old and new customers: the indicator may not grow because the revenue from new customers is less. Set realistic goals: for example, supermarket customers make purchases more often than customers of home appliance stores. This must be taken into account.
It happens that a client finds you through contextual advertising, signs up for a newsletter, receives an email with a personal offer and places an order. The analytics system will calculate that he came to you via email. To understand what actually prompted him to make a purchase, use a control group - in this case, clients uganda consumer email list who did not receive the letter.
Customer retention - Retention rate (RR)
How to count
Example
A pet store implemented a loyalty program to increase sales by at least 10% from regular customers. After its introduction, it tracked the retention rate. Customer return was 11%, the goal was achieved.
When working with this indicator, you need to compare the revenue of old and new customers: the indicator may not grow because the revenue from new customers is less. Set realistic goals: for example, supermarket customers make purchases more often than customers of home appliance stores. This must be taken into account.