In our AARRR framework series, we explore all five steps Dave McClure outlined on the way to improving the bottom line in terms of eCommerce business. We already talked about Acquisition and Activation, and now it’s time to discuss Retention.

What is retention?
It’s your ability to keep customers coming back for repeat purchases. Although conversion is an ultimate goal in e-commerce, one-time customers are more pain than gain.

Having an amazing customer retention is something we all dream about. Especially in the eCommerce world where customer acquisition costs are raising every single day. Wouldn’t it be perfect if most of our customers were repeat customers? Off course! But how do we do that?

Let’s step away from the complicated Big Data analysis for a second. Don’t get me wrong – analytics are awesome! They help us increase conversion rates and optimize acquisitions channels. They help us learn interesting facts about our customers. But repeat purchases are a completely different story. And customer retention depends on something truly simple. Unless you’re going for the “we are the cheapest option out there” customer strategy, there’s one thing you need to focus on. And that thing is a simple human emotion.