Customer statistics - understand your customers' behavior

The Customer Statistics page gives you a comprehensive overview of your customers’ behavior and loyalty. Here, you can see who makes a one-time purchase, who returns, and who your most valuable customers are—all in one place. That insight is worth its weight in gold when you want to prioritize your efforts and get more out of your marketing.

You’ll find the page under Statistics → Customer Statistics in the Shoporama admin.

The Overview Dashboard — Four Key Metrics at a Glance

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

• Unique Customers — the total number of different customers who placed at least one order during the period.
• Repeat Customer Rate — the percentage of customers who have made more than one purchase. Green indicates 30% or higher (good), yellow indicates 15% or higher (acceptable), and red indicates less than 15% (room for improvement).
• Average Customer Value (CLV) — the amount of revenue generated by an average customer. CLV helps you assess how much it’s worth investing in acquiring and retaining customers.
• Average time between orders — the average time that passes between a customer’s first order and their next one. A low number is a good sign that customers are shopping regularly.

Customer Segments — Understand Your Customer Base

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

• One-time customers (1 order)—customers who have shopped with you only once. This group is often the largest, and there’s great potential in converting them into repeat customers.
• Returning customers (2–3 orders) — customers who have started coming back. They are prime candidates for targeted retention efforts.
• Loyal customers (4+ orders) — your most loyal customers. They shop regularly and typically account for a disproportionately large share of revenue.

For each segment, the number of customers, their percentage of the total customer base, and the total revenue they’ve generated are displayed.

New vs. Returning Customers by Month

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

• New customers — customers making a purchase for the first time.
• Returning customers — customers who have shopped with you before.
• Total — the total number of customers for that month.
• Repeat customer rate — the percentage of repeat customers. Color-coded: green for 30% or higher and red for less than 15%.

The table is useful for spotting trends. A declining rate may be a sign that you should do more to retain customers.

Select a time 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 yourself in the date fields.

Top 20 Customers

At the bottom of the page, you’ll find a list of your 20 most valuable customers for the selected period. For each customer, the following is displayed:

• Email — clicking on the email address takes you directly to the customer’s orders in the order system.
• Number of orders — how many times the customer has made a purchase.
• Total Purchases — the customer’s total revenue with you.
• Average order value — how much the customer typically spends per order.
• First and most recent order — when the customer made their first and most recent purchase.

This list is useful if you want to give your best customers some special attention—for example, a personalized discount code or a thank-you note.

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.

Customer Retention Over Time

Want to see if customer retention is improving over time? Under Statistics → Customer Retention, you’ll find a cohort analysis that groups customers by their first purchase and shows the reorder rate in the following months.

Practical tips for increasing customer loyalty

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

If you have any questions about the customer statistics, feel free to email support@shoporama.dk.