Second Order: Product Name
Definition:
Second Order: Product Name
How to use the Second Order: Product Name attribute
The Second Order: Product Name attribute is handy to use when you want to gain insights into your 2x buyers. These insights are important because if you're looking to grow your 1x buyer customer base, then featuring hero products in your messaging to them is crucial.
To gather the information you need, head over to the Segment Builder and then add the following out-of-the-box segment to the PROFILES MUST HAVE ALL OF THESE section of the builder: Two Order Customers. Hit Search.
Now, to find out what products these customers are purchasing when making a second order!
To do this, move to the right of the Segment Builder and then filter by Second Order: Product Name. You can click on this attribute to see a breakdown of the products most frequently purchased.
Clicking on the attribute pill will open up a more detailed view showing a list of the most common products purchased.
From the breakdown you can see that the three most purchased products by your 2x buyers are:
- Desiree Fitness Tee
- Nora Practice Tank
- Leah Yoga Top
Which means that when you put together your creative for your 1x buyer conversion campaigns, you might want to feature some of these products.
You can get even more granular and do an attribute comparison as well. Staying in the same screen as the screenshot above, navigate to the Comparison tab.
- Search for the First Order: Product Name attribute.
- Once you have added this, click on the Switch comparison button.
Your results will then show you a detailed breakdown of what your customers bought in their first order, compared to their second order. For example: we can see that "55 profiles (6%) who have a First Order: Product Name of Leah Yoga Top have a Second Order: Product Name of Stark Fundamental Hoodie".
What this means is that you can really personalize your messaging to your customers. You could create a segment of customers who bought the Leah Yoga Top in their first order and send them an email campaign with your new season Stark Fundamentals Hoodie because you have seen this is the most likely correlation between first and second order purchases.
To find out more about how to create segments, see our articles here.
To find out more about how to use Compare, see our articles here.