Average Returning Customer Rate Shopify - Expert Guide

May 14, 2024



    This article dives deep into the concept of average returning customer rate for a Shopify, its importance, factors affecting it, industry benchmarks, and strategies to improve it on Shopify.

    Average Returning Customer Rate Decoded

    The average returning customer rate for a Shopify store can vary widely depending on the industry, product offering, customer demographics, and other factors. However, according to a study by RJMetrics, the average returning customer rate for Shopify stores is approximately 27%.

    It's important to note that this is an average and that individual stores can have much higher or lower returning customer rates depending on their specific circumstances. A returning customer is defined as someone who has made at least two purchases on a particular store.

    The returning customer rate is an important metric for e-commerce businesses because it indicates how successful they are at retaining customers and building customer loyalty.

    A higher returning customer rate can indicate that a business is providing a positive customer experience, offering high-quality products or services, and building strong relationships with its customers.

    To improve the returning customer rate, businesses can focus on providing excellent customer service, offering personalized experiences and rewards for repeat customers, sending targeted email campaigns to encourage repeat purchases, and providing high-quality products and services that meet customers' needs.

    By focusing on these strategies and continually measuring and analyzing customer data, Shopify store owners can increase their returning customer rate and build a loyal customer base that drives sustainable growth and profitability.

    Factors Affecting Returning Customer Rate on Shopify

    As a Shopify store owner, you're always looking for ways to increase your returning customer rate. After all, it's much easier and more cost-effective to retain existing customers than to attract new ones. In this article, we'll explore the key factors that influence customer retention and provide some tips on how to improve your Shopify store's returning customer rate.

    Customer Satisfaction

    Customer satisfaction is the foundation of any successful business, and it's especially critical for online stores. When customers are happy with their shopping experience, they're more likely to return and make additional purchases.

    To ensure customer satisfaction, you need to offer high-quality products, timely delivery, and hassle-free returns. Make it easy for customers to contact you if they have any issues, and be responsive and helpful when addressing their concerns.

    Another way to boost customer satisfaction is to personalize their shopping experience. Use data analytics to understand your customers' preferences and offer personalized product recommendations and promotions.

    By tailoring your offerings to each customer's needs and interests, you'll make them feel valued and appreciated, which can lead to increased loyalty and repeat business.

    User Experience and Website Design

    Your Shopify store's design and user experience are crucial in maintaining customer retention. A well-designed, user-friendly website makes the shopping experience enjoyable and easy, increasing the likelihood of customers returning.

    Invest in a responsive website design that looks great on all devices, and ensure the website is intuitive and easy to navigate.

    One way to improve the user experience is to offer multiple payment options. Customers appreciate the convenience of being able to choose their preferred payment method, whether it's credit card, PayPal, or another option.

    You can also streamline the checkout process by minimizing the number of steps required to complete a purchase.

    Pricing and Discounts

    Pricing is a critical factor that influences a customer's decision to return to your Shopify store. To remain competitive, you need to keep a close eye on your competitor's pricing strategy and adjust your prices accordingly.

    However, it's not just about offering the lowest prices. Customers also appreciate value for money, so consider offering exclusive deals and discounts to your loyal customers.

    Another way to incentivize repeat business is to offer a loyalty program. Reward customers for their loyalty with points, discounts, or other perks. This can help build stronger relationships with your customers and increase their lifetime value.

    Customer Service and Support

    Exceptional customer service is one of the most effective ways to turn a one-time shopper into a returning customer. When customers have a positive experience with your support team, they're more likely to return and make additional purchases.

    Make it easy for customers to contact you if they have any questions or concerns, and be responsive and helpful when addressing their issues.

    Offering support across multiple channels, such as email, phone, and live chat, can also improve the overall customer experience. Many customers prefer to communicate via live chat, as it offers a quick and convenient way to get help.

    For instance, implementing intercom for small business can further enhance the efficiency and effectiveness of customer support interactions.

    Consider implementing a live chat feature on your website to make it easy for customers to get in touch with you.

    Product Quality and Variety

    Finally, offering a variety of high-quality products that cater to your target audience's preferences is key to keeping them engaged with your store. Make it a priority to maintain product quality and constantly update your inventory with new and trending items to keep your customers interested.

    You can also use customer feedback to improve your product offerings. Encourage customers to leave reviews and ratings on your products, and use this feedback to identify areas for improvement.

    By actively listening to your customers and addressing their concerns, you'll foster stronger relationships and increase your returning customer rate.

    What is the Returning Customer Rate (RCR)?

    The Returning Customer Rate is the percentage of customers who make repeat purchases from a store. This metric helps businesses determine their ability to retain customers and encourages them to find ways to improve their customer retention strategies.

    A reliable RCR can lead to sustainable growth and increased revenue for an e-commerce business.

    Importance of RCR in E-commerce

    A high RCR reflects customer satisfaction and loyalty, which are essential for the success of an e-commerce business. It is a known fact that acquiring a new customer can cost five times more than retaining an existing one.

    Therefore, retaining customers is a cost-effective way of increasing revenue and profitability for your Shopify store.

    Having a high RCR is also beneficial for building a brand reputation. Satisfied returning customers are more likely to leave positive reviews and recommend the store to their friends and family, which can lead to a positive cycle of organic growth for your business.

    Moreover, a high RCR can help you identify areas of improvement in your customer retention strategies. By analyzing the behavior and preferences of returning customers, you can tailor your marketing and sales tactics to better suit their needs and preferences.

    This can lead to an increase in customer satisfaction and loyalty, which can further boost your RCR.

    How to Calculate RCR

    To calculate the Returning Customer Rate for your Shopify store, follow these simple steps:

    1. Determine the total number of customers who made a purchase during a specific period.
    2. Identify the number of those customers who made two or more purchases during that period.
    3. Divide the number of returning customers by the total number of customers.
    4. Multiply the result by 100 to get the RCR percentage.

    This RCR formula can be applied to any given timeframe, such as a month or a year, to track the store's performance and growth. By monitoring your RCR regularly, you can identify trends and patterns in customer behavior and make data-driven decisions to improve your customer retention strategies.

    In conclusion, the Returning Customer Rate is a crucial metric for any e-commerce business that wants to achieve sustainable growth and profitability. By focusing on customer retention and improving your RCR, you can build a loyal customer base and establish a strong brand reputation in the market.

    Industry Benchmarks for Returning Customer Rate

    Comparing RCR Across Different Industries

    Returning Customer Rates can vary significantly between industries, making it essential for Shopify store owners to understand their specific industry benchmarks.

    For instance, in the fashion sector, the average RCR is around 33%, while in the consumer electronics industry it is roughly 20%. Identifying industry benchmarks allows store owners to set realistic goals and develop better-informed strategies for customer retention.

    Identifying Your Target RCR

    When setting target RCRs, it's important to consider factors such as the niche you're operating in, the product lifecycle, and the target customer base. Having a clear target RCR helps you stay focused on your customer retention efforts and develop tailored strategies to enhance customer satisfaction and loyalty. As a general rule, a higher RCR is better; however, it's crucial to set achievable targets based on your industry and customer base.

    Strategies to Improve Returning Customer Rate on Shopify

    Personalization and Targeted Marketing

    Personalized communication and targeted marketing efforts can significantly improve your store's RCR. By capturing customer data and analyzing their browsing and purchase behavior, you can create tailored content, product recommendations, and promotional offers that resonate with their interests, encouraging repeat purchases.

    Implementing a Loyalty Program

    Loyalty programs can be a powerful tool for increasing customer retention on Shopify stores. Offer your customers rewards, such as points or exclusive discounts, for making repeat purchases or for referring your store to friends and family. This not only helps retain existing customers but also attracts new ones through word-of-mouth referrals.

    Enhancing Customer Support

    One of the most effective ways to improve your returning customer rate is by offering top-notch customer support. Train your staff to be courteous, knowledgeable, and responsive to customer inquiries. Providing multi-channel support options, such as email, social media, and live chat, reduces the chance of your customers feeling frustrated or unheard.

    Offering Exclusive Deals and Discounts

    Create a sense of exclusivity by offering deals and discounts that are only available to returning customers. This creates an incentive for your customers to make repeat purchases and fosters a stronger bond between your brand and your customers. Additionally, communicate these offers via personalized emails or text messages, ensuring that your customers feel valued and appreciated.

    Collecting and Analyzing Customer Feedback

    Listening to your customers' feedback and addressing their concerns is vital in improving your RCR. Regularly collect feedback via surveys, reviews, or social media, and analyze it to identify areas for improvement. Addressing customer issues and learning from their experiences not only helps keep existing customers happy but also attracts new ones through positive word-of-mouth.

    In conclusion, understanding and improving the Returning Customer Rate is essential for the success of your Shopify store. Focus on factors such as customer satisfaction, user experience, competitive pricing, and quality products to maintain a high RCR. Implement the strategies outlined in this article to retain your customer base, and watch your Shopify store thrive.


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