The most successful eCommerce businesses turn a higher percentage of first-time purchasers into long-time, high LTV, all-star customers. Those all-star customers drive referrals, brand awareness, revenue, and growth! But how do they do it? It comes down understanding your customer by creating granular segments and creating highly targeted interactions with them. Kissmetrics for eCommerce integrates seamlessly with Shopify to give you the insights you need to turn more one time purchasers into all-stars and power growth!

1. Kissmetrics Webinar Series
HOW TO TURN FIRST TIME BUYERS INTO HIGH VALUE, ALL-STAR
CUSTOMERS
The webinar starts at 10am Pacific Time
Slides and Recording will be sent out within 24 hours of the webinar
Q&A after the presentation, but feel free to enter questions as they come up

2. How to Turn First Time
Buyers into High Value, All-
Star Customers
JONATHAN CABIN, GROWTH MANAGER @ KISSMETRICS

3. Jonathan focuses on creating sustainable growth
initiatives at Kissmetrics. He works with marketing,
product and sales to understand and improve the
complete customer journey with a focus on top of funnel.
Outside of the office you can find him attempting to surf,
exploring the Bay Area with his girlfriend and dog and
traveling as much as his CEO will let him.
JONATHAN CABIN
Growth Manager, Kissmetrics

4. @Kissmetrics
#Kisswebinar
@kissmetrics

5. Why are we here?

6. #Kisswebinar
This is how you grow
Adobe Digital Index
The ROI for Marketing to Existing Online Customers

7. BECAUSE THIS IS WHAT FUELS GROWTH
Adobe Digital Index
The ROI for Marketing to Existing Online
Customers
On average
Marketers in the US must
bring in 5 shoppers to equal the
revenue of 1 repeat purchaser.
“

8. The best customer
experience wins…but
how?

9. 1 eCommerce ‘stack’ Today
2 Understand
3 Segment
TABLE OF CONTENTS
#Kisswebinar
3
4 Engage
5 Additional Tips and Best Practices

10. ECOMMERCE STACK TODAY
#Kisswebinar
Great platform, but
limited analytics
Sessions and pageviews,
but not great for the
customer journey and
attribution
All things Facebook!
But, what about your
other channels?

11. • A coherent picture of customer behavior
WHAT’S MISSING?
#Kisswebinar

12. • Organize your data in one place
• Kissmetrics integrates seamlessly with Shopify and will immediately
begin tracking all customer behaviors and actions
• No limit on the look back window
UNDERSTAND YOUR CUSTOMER CONT.
#Kisswebinar
+ =

13. First and Last Touch Attribution
UNDERSTAND YOUR CUSTOMER CONT.
#Kisswebinar
• No issues with a minimum look-back window
• All of your campaigns tracked in one place
• What brings them to your site and what is the last thing they do before purchasing?

14. Segmentation…Why?*
*Customer Experience - that’s why!

15. BECAUSE THIS IS WHAT FUELS GROWTH
WBR Insights for eTail 2018
Annual Personalization Development Survey
Personalization is at the forefront of the customer experience,
so much so that it is now a customer expectation. Our greatest
discovery is that while investments in personalization are
growing, data quality is the competitive factor. Even heavily
funded campaigns will fail if you don’t know your customers
“

16. Top Customer Segments (Populations) to Track in
Kissmetrics
SEGMENTATION
#Kisswebinar
• First Time Buyers
• Loyalists
• Product Specific
• Abandoned Cart
• Old Buyer, New Interest
• Other

17. SEGMENTATION CONT.
#Kisswebinar
Population Example in Kissmetrics - Loyalists
LOYALISTS Rules:
Has done VISITED SITE at least 20 times less than 365 days ago
AND ————
Has done PURCHASED at least 5 times less than 365 days ago
* Every business is different. These numbers are just an example. You could base this population on revenue,
purchases over a longer period of time, etc. If you need help finding the best events to use to track Loyalists (or
anything else!) you Customer Success Manager can help you.

18. ENGAGE
#Kisswebinar
• Use Customer Behavior to Determine Engagement
• Relevancy
• Timing
• Respect
• Read our ‘Quick Guide’
• Kissmetrics for Campaigns and Connections
• Behavior based email campaigns
• Send segments (Populations) directly to Facebook Ads Manager

19. ENGAGE CONT.
#Kisswebinar
Seasonal Complimentary Refill

20. ENGAGE CONT.
#Kisswebinar
Use Kissmetrics for better engagements

21. Tips and Best Practices

22. TIPS AND BEST PRACTICES
#KisswebinarVIDA
Creative Email Pop-ups

23. TIPS AND BEST PRACTICES
#KisswebinarChubbies
Sending ‘Thank You’ Gifts and Notes

24. TIPS AND BEST PRACTICES
#KisswebinarModCloth
Create Social Engagement

25. JONATHAN CABIN
Growth Manager, Kissmetrics
jcabin@kissmetrics.com
Questions?