My New Customer Onboarding Focus

With a highly fickle group of customers who are interested in trialing every new subscription box that hits the market, your ability to get repeat orders out of early customers is critical.  Even increasing the number of customers who get a second order by 15% will have an immense impact on how many of these customers go on to be retained much longer.

Maybe you’ve seen the hockey stick style graph that shows generally the biggest drop-off in retention happens during the short-term retention period between first order and second order. It’s an often-seen retention curve, where retention drops nearly 75 percentage points in a single cycle, then with much less severe drops in the third and fourth orders by only around a single percentage point, the good news is after that it generally holds steady.  So what if you could reduce that early churn of 75% to only 60%?  Those customers would be much more likely to continue with you for the long haul.

Okay, so you’re convinced that small changes in new customer onboarding will have massive impacts on repeat orders. But what’s the right strategy to add value for your customers?

We’re excited to work with businesses in the subscription eCommerce world who have a steady flow of new customers interested in their brand, but need to get more of these customers receiving a second and third order instead of cancelling after their initial one.

We know it takes a lot of money, time, and energy to bring in each new customer. It takes a lot trust to put those newly acquired customers in the hands of someone else. So, let’s see if it makes sense for us to work together.

The days of committing a lot of time and investing money BEFORE you really know someone (and the quality of work they do) are so 2010.

That’s why we like to get our client’s started with a New Customer Insights & Action Plan as a basis point to allow you to see the value of the services we offer and to give us a starting block for future projects.

So what is a New Customer Insights & Prioritized Action Plan?

Great question…Let me tell a short story.

James has a subscription ecommerce business selling monthly jerky discovery boxes.

He knows generally what how many of his customers are getting second orders and knows that to grow his business that he is going to need to keep improving that rate; but how to go about it...he’s just not sure.

James is super busy with all the tasks being an entrepreneur and running a business entail - he needs help digging into the nitty gritty analytics details to understand what factors are influencing his new customers to get repeat orders or not and what types of new programs and tweaks he could implement to keep them engaged for one more order.

James needs help.

James comes to Ant Strategic for a New Customer Insights & Prioritized Action Plan

What does James get?

New Customer Insights & Prioritized Action Plan
Your 10 Page Insights Document with Analysis, Graphs, Insights, & Recommendations
Includes:

• 3 areas to focus on to increase number of repeat orders that new customers receive prioritized by level of impact it could make.  
• Answers top questions like: 

• What is my new customer cancellation rate?
  
• What are the top reasons for cancelling?
  
• Are new customers satisfied?
  
• Do they see the value in what’s offered?
  
• Are new customers engaged with my communications?
  
• What trends and behavior are different for new customers who are moving on to be retained customers?
  
• Are new customer from a particular channel more likely to become retained customers?
  
• Are new customers that sign-up during a certain time of year more likely to become retained customers?
  
• How do the campaigns that customers saw prior to becoming a customer influence their likelihood to become a retained customer?
  
• Do the offers that get customers to sign-up influence whether they get a second or third order?
  
• How can I identify unusual trends in my data?
  
• Are there areas in my data that might be misleading? or are there are ways I should change or improve the way I collect this data?
  
• What should I do next?
  

​*If you lack cancelled customer data this may also necessitate execution of a cancelled trial customer survey to gather the data for some insights. 

James now has the nitty gritty details - he has confidence in what types of customers and programs to invest in and sees how great it was to work with Ant Strategic.

How much time did James have to invest in this initial engagement?

• He signs a contract with a Non-Disclosure clause that makes him confident in sharing the in’s, out’s, and data of his business with his new strategic partner, 
  
• He then fills in a simple questionnaire, and 
  
• He shares access to analytics and some other tools.
  
• If a survey is necessary - James approves the content of the survey and email request to be sent to his past customers.
  

So, think of an Insights and Action Plan investment as a way for us to work together in a low-risk, low-cost way where you bring your goals, challenges, and vision for your business and we bring our ideas and skills with analytics and marketing for subscription businesses, and together we identify the opportunities you have to grow your business.​

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​I’d like to learn more about getting a New Customer Insights and Action Plan for my subscription eCommerce business »