How to Analyze Average Order Value (AOV) - Cohort Analysis

Описание к видео How to Analyze Average Order Value (AOV) - Cohort Analysis

Cohort AOV per month !
Average Order Value by Cohort per month
Tells you the average order value per month for the customers in your cohort.

It's the AOV per month (not the first order, second, etc)
The first month always includes the first order and maybe other ones if the repurchase rate is high
For insights, you read the first column first and see if first-month AOV over time has changed. Ideally, it increases gradually

Second thing you can check is the first column average, vs the other columns: do people come back and spend more, or spend less? If it is dropping that's interesting to know because they may be willing to spend more.

Then you can check if there's another column that shows higher numbers or lower numbers. That'd be proof of returning customers

Finally, you check if there's a diagonal with higher/lower numbers (bottom-left to top-right): it indicates a pattern is a specific calendar month (Holidays, BFCM, etc.)

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