Customer health

Who is buying, who stopped, and why.

What happened

New-customer conversion is down 18.2% while returning customers are down only 6.1%.

Why it happened

First-time buyers hit more friction: fewer trust signals, COD gating and no first-order incentive.

What to do

Add trust and delivery clarity to entry pages and test a first-order offer.

Total customers

1,064

New customers

812

Returning customers

472

Repeat order share

70.1%

New-customer AOV

₹1,806

Returning AOV

₹2,154

CAC

₹563

Estimated LTV (90d)

₹3,240

New vs returning

Returning buyers spend more per order and are far more stable.

SegmentSessionsOrdersRevenueCVRAOVCVR change
New customers66,410812₹14.66L1.22%₹1,806-18.2%
Returning customers18,511472₹10.17L2.55%₹2,154-6.1%

By geography

State-level conversion and AOV.

SegmentSessionsOrdersRevenueCVRAOVCVR change
Maharashtra21,442372₹7.38L1.73%₹1,984-9.2%
Delhi NCR16,204288₹5.88L1.78%₹2,042-11.4%
Karnataka12,884232₹4.92L1.80%₹2,120-5.1%
Gujarat10,112148₹2.67L1.46%₹1,802-18.9%
Tamil Nadu9,442142₹2.68L1.50%₹1,884-7.4%

What this means

Retention is holding your revenue up while acquisition weakens.

  • Returning customers drive 70% of orders at a ₹2,154 AOV.
  • Gujarat shows an 18.9% conversion decline, matching the high-RTO pincode cluster — likely COD gating.
  • Acquisition cost is rising faster than new-customer value, so profitability depends on repeat rate.
AttentionCustomer

New-customer conversion falling faster than returning

New-customer CVR: 1.22% vs 1.49% (-18.2%)

Est. revenue impact

₹42.0K

AI Estimate

Impact

56/100

Confidence

79%

Urgency

Medium

Priority

29/100

New-customer conversion is down 18.2% while returning customers are down only 6.1%. First-time buyers are hitting more friction than repeat buyers.

Create action