1. Pathway Beyond Sales
These metrics will help you capture customer behaviors post-purchase, focusing on sustainability engagement and long-term brand affinity.
- Sustainability Engagement Rate:
- Definition: Percentage of customers interacting with sustainability-related features (e.g., DPPs, repair programs, recycling initiatives).
- Purpose: Tracks how actively customers engage in sustainable behaviors beyond initial purchases.
- How to Use: Segment customers by high and low engagement with sustainability features to refine campaigns for those with strong engagement tendencies.
- Product Lifecycle Interactions:
- Definition: Number of times customers engage with a product post-purchase through activities like repair, resale, and recycling.
- Purpose: Indicates long-term engagement and brand loyalty.
- How to Use: Identify customers likely to respond to circular economy offers, like product take-backs or resale opportunities, which deepens brand interaction over time.
- Community and Content Engagement:
- Definition: Level of engagement with brand content that focuses on product care, sustainable lifestyle tips, and community initiatives.
- Purpose: Measures interest in educational content, indicating customer commitment to brand values beyond purchases.
- How to Use: Track how customers respond to eco-focused content (e.g., newsletters, blog posts, tutorial videos) and use these insights to tailor future engagement.
- Customer Referral Rate:
- Definition: Percentage of customers who refer new customers based on sustainable brand practices.
- Purpose: Reflects brand loyalty and advocacy, especially among super-users engaged with DPPs.
- How to Use: Analyze referral data to understand how sustainability initiatives attract new customers. This helps in refining messaging to encourage advocacy-driven acquisition.
- Repeat Sustainable Purchases:
- Definition: Number of purchases made by customers who actively use DPP features like recycling or repairs.
- Purpose: Measures if sustainability features foster higher lifetime value (LTV).
How to Use: Segment high-LTV customers engaged in sustainable practices to create personalized offers or loyalty programs.
2. Product Interaction Metrics
Beyond tracking basic purchase interactions, these metrics focus on how customers interact with products over time, building a comprehensive engagement picture.
- DPP Access Frequency:
- Definition: Frequency with which customers access their DPPs after purchase.
- Purpose: Reflects interest in sustainability and product care, especially among those likely to be super-users.
- How to Use: Identify customers frequently accessing DPPs and target them with relevant sustainability-focused offers, like discounts on eco-friendly products.
- Repair and Maintenance Activity Rate:
- Definition: Number of customers who participate in repair or maintenance services.
- Purpose: Tracks engagement in product longevity initiatives.
- How to Use: Recognize frequent repair users as potential super-users and prioritize them in loyalty programs or resale campaigns, as they show a commitment to sustainable product use.
- End-of-Life Product Actions:
- Definition: Percentage of customers who engage with take-back, recycling, or resale options when prompted.
- Purpose: Indicates brand loyalty and the effectiveness of circular economy initiatives.
- How to Use: Use insights to enhance end-of-life programs by understanding the motivators and barriers customers face when deciding to recycle or resell products.
- Customer Feedback on DPP Features:
- Definition: Ratings or qualitative feedback on DPP usefulness, especially in product care or sustainability tracking.
- Purpose: Measures customer satisfaction with DPP functionalities, helping identify areas for improvement.
- How to Use: Use feedback data to enhance DPP features that drive higher engagement, focusing on the features most valued by super-users.
3. Reasons for Abandoned Checkouts
Understanding why customers abandon checkouts is crucial for refining the user journey and boosting conversions. Here are targeted metrics and analysis strategies:
- Checkout Process Heatmap Analysis:
- Definition: Analyzing specific steps within the checkout process where users most commonly exit.
- Purpose: Helps pinpoint stages of friction or hesitation during checkout.
- How to Use: Conduct A/B testing on high-abandonment points to simplify the process, such as reducing the number of steps, offering alternative payment methods, or providing quick access to DPP information for informed decision-making.
- Sustainability-Related Abandonment:
- Definition: Percentage of customers who abandon checkouts after viewing sustainability-related product details.
- Purpose: Measures if sustainability information impacts purchasing decisions, either positively or negatively.
- How to Use: Adjust how DPP and sustainability data is presented if it’s leading to checkout hesitation, emphasizing benefits over complex environmental data.
- Shipping and Return Policy Impact:
- Definition: Abandonment rate correlated to shipping costs, times, or return policy reviews.
- Purpose: Identifies whether logistics and policy-related concerns influence abandonment.
- How to Use: Provide clear, sustainable shipping options, like carbon-offset shipping or eco-friendly packaging, and communicate these benefits upfront in the checkout process.
- Exit Survey Responses on Checkout Abandonment:
- Definition: Customer feedback on reasons for abandoning checkout, collected via short exit surveys or post-abandonment emails.
- Purpose: Direct insights into customer reservations or technical issues.
- How to Use: Address common feedback themes, such as pricing or lack of transparency, with targeted promotions or product page enhancements that build trust and transparency.
- Cart Abandonment Follow-Up Conversion Rate:
- Definition: Percentage of abandoned cart customers who convert after receiving follow-up reminders, including sustainability-related nudges.
- Purpose: Measures the effectiveness of follow-up strategies in converting abandoned carts.
- How to Use: Send personalized follow-up messages reminding customers of DPP benefits, such as product longevity and transparency, to reignite purchase intent.
These CRM metrics, together with DPP data, offer a robust approach for deepening customer relationships beyond purchases. By tracking these areas, brands can create pathways to sustainable super-users and boost brand loyalty in a meaningful, measurable way.
