Business Question
The brand distributed a survey to new customers which allowed them to understand why each individual made their first purchase. Though the feedback was positive and response rates were high, they had a challenge in understanding why there was a drop off in purchases after the initial order.
The Solution
Decile showed the brand how to review the survey responses in comparison to the LTV of each identified persona group. They then analyzed data on repurchase rates and frequency of each group to pinpoint differing purchase behaviors. This allowed them to approach each segment with personalized subscription offerings. It also highlighted traits of high LTV segments to focus efforts on in acquisition campaigns.
The Result
Since implementing these new strategies, the brand has seen customer acquisition costs decrease by 56% YoY. Over the past five months, the subscription conversion rate has remained above the 90% mark.