Sep 7, 2021

Ecommerce Product Journeys With Apteo

Apteo's new Product Journeys feature helps ecommerce store owners understand which products customers buy in their first few orders with an ecommerce store.

Shanif Dhanani

Use Product Journeys To Make Better Marketing Campaigns

At Apteo we love data. We love it in all shapes and forms, but we love it primarily as a way to take action towards something we care about. That's why we think our new Analytics module can be so helpful for ecommerce owners who want to grow their repeat purchases. One of our most exciting new features is our Product Journeys feature, which lets store owners see which products their customers bought in their first, second, and third orders. By understanding which products customers buy, and when they buy them, store owners can start to create highly targeted and personalized cross-sale campaigns that will delight and excite customers.

At its core, a product journey is just a list of which products customers buy after buying another product. Our product journeys show you how customers who buy one of the top products in your store go on to make repeat purchases in your store at a later date. You can whether customers are buying the same product repeatedly, or if they're buying many new products instead.

We can take a quick look at our own store, Hydronize, to see how this might play out for our business.

Repeat selling a top product

Below you can see the product journey for customers that buy the store's top seller, the Portable Hydrogen Water Bottle. The first thing we'll notice is how frequently this product is bought - it's purchased in 81% of all first time orders, making it far and away the best product in the store. What's interesting, though, is what customers end up doing after they buy this product. We might have expected customers to buy a new product after their first order, and indeed some of them do, but most customers actually come back to buy another bottle. By seeing this information, we can then send out timely emails to these customers, incentivizing them to come back to our store and buy another water bottle, and perhaps offer them a bulk discount orders that contain multiple products.

How to use our new Product Journeys feature

While having this information at your fingertips is nice, information by itself is worthless without action. Here's how we've seen savvy store owners make the most of what they learn from Product Journeys:

  • When you launch a new product, you can use Product Journeys to see how early customers are reacting to your new item and then incorporate discounts and targeted emails into your customer outreach based on when a customer is most likely to buy that product
  • You can use Product Journeys to create cross-sale campaigns. By using Apteo's segments to identify customers that have bought one item but not another, you can quickly send these highly-primed customers an email to let them know to come back and make a purchase. Alternatively, you can download these customers and sync them to your Facebook account, where you can target them with product-specific images and offers.
  • As mentioned above, you can identify which products are purchased often, regardless of order number, and target evergreen email and ad campaigns to both new and existing customers of your store.

More product analytics

Product Journeys are a small (but important) part of Apteo's latest product analytics feature, which itself is a larger part of our larger analytics capabilities. By combining what you learn from our Product Journeys feature with all of the other analytics at your fingertips, you'll be able to quickly identify opportunities for growing repeat purchases, which you can then turn into smarter marketing campaigns and increased customer lifetime value.


Photo by Heidi Fin on Unsplash

About the author
Shanif Dhanani
Co-Founder and CEO, Apteo

Shanif Dhanani is the co-founder & CEO of Apteo. Prior to Apteo, Shanif was a data scientist and software engineer at Twitter, and prior to that he was the lead engineer and head of analytics at TapCommerce, a NYC-based ad tech startup acquired by Twitter. He has a passion for all things data and analytics, loves adventure traveling, and generally loves living in New York City.