https://www.convertcart.com/_next/static/chunks/pages/engage/lapse-point-742d8426b2f63944075c.js

1_N_E=(window.webpackJsonp_N_E=window.webpackJsonp_N_E||[]).push([[121],{dDCK:function(e,t,s){"use strict";s.r(t),s.d(t,"default",(function(){return N}));var a=s("MX0m"),n=s.n(a),o=s("q1tI"),i=s.n(o),c=s("g4pe"),r=s.n(c),l=s("+V1w"),p=s.n(l),m=s("qsyg"),x=i.a.createElement;function g(e){return x(o.Fragment,null,x("div",{className:"jsx-2401015808 header"},x("div",{className:"jsx-2401015808 container custom-container d-flex justify-content-center"},x("div",{className:"jsx-2401015808 col-12 col-md-12 col-lg-10"},x("div",{className:"jsx-2401015808 px-0"},x("h1",{className:"jsx-2401015808"},"WHILE WORKING WITH 500 ECOMMERCE SITES WITH $1M+ REVENUE: WE NOTICED 1 BIG PROBLEM")),x("div",{className:"jsx-2401015808 px-0 mt-5"},x("p",{className:"jsx-2401015808 sub-text"},"Most high-level strategy conversations revolved around sales acceleration: speed, efficiency, and predictability in the sales processes.")),x("h2",{className:"jsx-2401015808"},"88% of businesses were tracking only sales related metrics in strategy meetings."),x("div",{className:"jsx-2401015808 my-4"},x("p",{className:"jsx-2401015808 content"},x("b",{className:"jsx-2401015808"},"The problem:")," it made teams short-sighted."),x("p",{className:"jsx-2401015808 content"},x("b",{className:"jsx-2401015808"},"More focus on hacks \u2014")," less on long term thinking."),x("p",{className:"jsx-2401015808 content"},x("b",{className:"jsx-2401015808"},"Sales acceleration is a goal.")," It cannot be the strategy.")),x("h3",{className:"jsx-2401015808"},"1. THE MOST INSANE METRIC \u2014 THAT 88% OF STORES WERE ",x("span",{className:"jsx-2401015808 bg-purple"},"NOT")," TRACKING"),x("p",{className:"jsx-2401015808 content"},"It\u2019s no secret that retaining older customers is more profitable than acquiring new ones."),x("p",{className:"jsx-2401015808 content"},"Naturally: closely watching your retention metrics is a great way to grow your business."),x("p",{className:"jsx-2401015808 content"},"But, only 12% of businesses were discussing retention metrics in high-level conversations."),x("h4",{className:"jsx-2401015808 my-5 px-0"},"And their conversations were mostly around this insane metric: ",x("span",{className:"jsx-2401015808 bg-purple"},"The Lapse Point.")),x("p",{className:"jsx-2401015808 content"},"It\u2019s the number of days that can pass \u2014 before a customer is never going to purchase from you again."),x("div",{className:"jsx-2401015808 text-center"},x("img",{src:"https://cdn.convertcart.com/uploads/0948e155.png",alt:"",className:"jsx-2401015808 img-fluid mt-3 mb-5 w-100"})),x("p",{className:"jsx-2401015808 content"},x("b",{className:"jsx-2401015808"},"The reality of the situation is pretty straightforward:")),x("p",{className:"jsx-2401015808 content"},"If a customer hasn\u2019t",x("span",{className:"jsx-2401015808 bg-purple"}," returned to your site "),"before your Lapse Point, then they\u2019ve likely moved on to another retailer."),x("p",{className:"jsx-2401015808 content"},"And, focusing on this number - pays."),x("p",{className:"jsx-2401015808 content"},x("b",{className:"jsx-2401015808"},"Businesses that were measuring the Lapse Point had a 50% higher LTV \u2014 than the ones that were only tracking sales.")),x("div",{className:"jsx-2401015808 text-center"},x("img",{src:"https://cdn.convertcart.com/uploads/487c84c5.png",alt:"",className:"jsx-2401015808 img-fluid mt-3 mb-4 image"})),x("h3",{className:"jsx-2401015808"},"2. GOOD NEWS: IT\u2019S EASY TO CALCULATE YOUR LAPSE POINT"),x("p",{className:"jsx-2401015808 content"},"Finding your store\u2019s Lapse Point is super easy when you know your Purchase Frequency and Repeat Purchase Rate."),x("p",{className:"jsx-2401015808 content"},"And it varies from industry to industry. A cosmetics store will (most likely) have a shorter Lapse Point than a business that sells clothing. "),x("p",{className:"jsx-2401015808 content"},"The clothing business will likely have a shorter Lapse Point than a company selling expensive electronics. "),x("p",{className:"jsx-2401015808 content"},x("i",{className:"jsx-2401015808"},x("span",{className:"jsx-2401015808 t-300"},"But this conversation is not about tracking the Lapse point; let\u2019s skip to the meat."))),x("h3",{className:"jsx-2401015808"},"3. HOW TO USE LAPSE POINT TO RETAIN CUSTOMERS"),x("p",{className:"jsx-2401015808 

1content"},"Once you know your Lapse Point, you can classify your customers into 3 categories: Active, at risk, and lost."),x("p",{className:"jsx-2401015808 content"},"Example: A Clothing Company\u2019s Lapse Point is 85 days"),x("p",{className:"jsx-2401015808 content t-300"},"Active: Less than 80% of way through Lapse Point (bought 68 or less days ago)"),x("p",{className:"jsx-2401015808 content t-300"},"At Risk: Over 80% of the way through Lapse Point (bought 69-85 days ago"),x("p",{className:"jsx-2401015808 content t-300"},"Lost: Over Lapse Point (bought more than 85 days ago)"),x("div",{className:"jsx-2401015808 row d-flex flex-row-reverse d-flex align-items-end"},x("div",{className:"jsx-2401015808 col-12 col-md-6"},x("img",{src:"https://cdn.convertcart.com/uploads/620f08cf.png",alt:"",className:"jsx-2401015808 img-fluid w-100"})),x("div",{className:"jsx-2401015808 col-12 col-md-6"},x("p",{className:"jsx-2401015808 content t-300 mt-4 mt-md-0"},"The key is building a retention strategy based on WHERE your customers are in this cycle."),x("p",{className:"jsx-2401015808 content t-300"},"And then tailor all your messaging accordingly."),x("p",{className:"jsx-2401015808 content t-300"},"But, wait."),x("p",{className:"jsx-2401015808 content t-300"},"The timing is important as well."),x("p",{className:"jsx-2401015808 content t-300"},"If a store tries to upsell to a customer too soon, they will annoy them, and will probably get unsubscribed."),x("p",{className:"jsx-2401015808 content t-300"},"Too late? Competitor will swoop in and take your Customer away.")))))),x(n.a,{id:"2401015808"},[".image.jsx-2401015808{width:65%;}",".bg-purple.jsx-2401015808{background-image:url(https://cdn.convertcart.com/uploads/0a3e977f.png);background-repeat:no-repeat;background-position:top;background-size:inherit;}",".mt-none.jsx-2401015808{margin-top:0px !important;}",".content.jsx-2401015808{margin-bottom:0px;}",".t-300.jsx-2401015808{font-weight:400 !important;}",".header.jsx-2401015808{font-family:'Overpass','Overpass Fallback',Arial,sans-serif;overflow:hidden;padding:60px 0px 0px 0px;background-color:#efefef;}","h1.jsx-2401015808{font-size:36px;font-weight:800;font-stretch:normal;font-style:normal;line-height:inherit;-webkit-letter-spacing:-0.7px;-moz-letter-spacing:-0.7px;-ms-letter-spacing:-0.7px;letter-spacing:-0.7px;text-align:left;color:#000000;text-transform:uppercase;}","h2.jsx-2401015808{font-size:24px;font-weight:800;font-stretch:normal;font-style:normal;line-height:inherit;-webkit-letter-spacing:-0.34px;-moz-letter-spacing:-0.34px;-ms-letter-spacing:-0.34px;letter-spacing:-0.34px;text-align:left;color:#000000;}","h3.jsx-2401015808{font-size:24px;font-weight:800;font-stretch:normal;font-style:normal;line-height:inherit;-webkit-letter-spacing:-0.4px;-moz-letter-spacing:-0.4px;-ms-letter-spacing:-0.4px;letter-spacing:-0.4px;text-align:left;color:#000000;margin-top:50px;}","h4.jsx-2401015808{font-size:24px;font-weight:800;font-stretch:normal;font-style:normal;line-height:inherit;-webkit-letter-spacing:-0.4px;-moz-letter-spacing:-0.4px;-ms-letter-spacing:-0.4px;letter-spacing:-0.4px;text-align:left;color:#272727;}",".sub-text.jsx-2401015808{font-size:18px;font-weight:400;font-stretch:normal;font-style:normal;line-height:inherit;-webkit-letter-spacing:-0.3px;-moz-letter-spacing:-0.3px;-ms-letter-spacing:-0.3px;letter-spacing:-0.3px;text-align:left;color:#272727;}",".content.jsx-2401015808{font-size:18px;font-weight:400;font-stretch:normal;font-style:normal;line-height:1.465;-webkit-letter-spacing:-0.3px;-moz-letter-spacing:-0.3px;-ms-letter-spacing:-0.3px;letter-spacing:-0.3px;text-align:left;color:#272727;padding:12px 0px;}","@media (max-width:576px){.image.jsx-2401015808{width:100%;}}","@media (max-width:767px){h1.jsx-2401015808{margin-top:4.5rem;font-size:27px;}h3.jsx-2401015808,h4.jsx-2401015808{font-size:24px;}.image.jsx-2401015808{width:100%;}}","@media (min-width:1400px){}"]))}s("Aiso");var d=i.a.createElement;function h(e){return d(o.Fragment,null,d("div",{className:"jsx-1565890725 cc-email-marketing-aspect"},d("div",{className:"jsx-1565890725 "},d("div",{className:"jsx-1565890725 row d-flex justify-content-center"},d("h2",{className:"jsx-1565890725 col-12 col-lg-10"},d("b",{className:"jsx-1565890725"},"67% of businesses that measured the Lapse Point \u2014"),"also had a ",d("span",{className:"jsx-1565890725 bg-purple"},"revenue-focused email strategy"))),d("div",{className:"jsx-1565890725 row cc-row-two d-flex flex-row-reverse"},d("div",{className:"jsx-1565890725 col-12 col-md-3 d-flex align-content-around flex-wrap cc-image-column"},d("img",{src:"https://cdn.convertcart.com/uploads/a0264ed8.svg",alt:"",className:"jsx-1565890725 img-fluid w-100 custom-image"})),d("div",{className:"jsx-1565890725 col-12 col-md-8"},d("h3",{className:"jsx-1565890725"},d("span",{className:"jsx-1565890725"},"Conversion-centered design")," (achieved after experimentation)"),d("div",{className:"jsx-1565890725 col-12 col-md-9 px-0"},d("ul",{className:"jsx-1565890725"},d("li",{className:"jsx-1565890725 cc-points"},"They created emails focused on conversions (and not just aesthetics). And they tested them rigorously."),d("li",{className:"jsx-1565890725 cc-points"},"88% of stores continuously a/b tested elements \u2014 subject lines, messaging, layout, CTAs \u2014 to find winning emails."))),d("h3",{className:"jsx-1565890725"},d("span",{className:"jsx-1565890725"},"Personalized")," email campaigns (no one-size-fits-all)"),d("div",{className:"jsx-1565890725 col-12 col-md-9 px-0"},d("ul",{className:"jsx-1565890725"},d("li",{className:"jsx-1565890725 cc-points"},"They segmented their users based on how they engage with their business \u2014 and personalized email copies to a great extent."),d("li",{className:"jsx-1565890725 cc-points"},"Around 60% of them were also using dynamic subject lines."))))))),d(n.a,{id:"1565890725"},[".bg-purple.jsx-1565890725{background-image:url(https://cdn.convertcart.com/uploads/0a3e977f.png);background-repeat:no-repeat;background-position:center;background-size:100% 100%;}",".cc-email-marketing-aspect.jsx-1565890725{position:relative;background-color:#efefef;font-family:'Overpass','Overpass Fallback',Arial,sans-serif;padding:60px 0px;overflow:hidden;}","h2.jsx-1565890725{font-size:36px;font-weight:800;-webkit-letter-spacing:-0.7px;-moz-letter-spacing:-0.7px;-ms-letter-spacing:-0.7px;letter-spacing:-0.7px;line-height:inherit;}",".sub-heading.jsx-1565890725{font-size:36px;font-weight:600;font-stretch:normal;font-style:normal;line-height:1.17;-webkit-letter-spacing:-0.6px;-moz-letter-spacing:-0.6px;-ms-letter-spacing:-0.6px;letter-spacing:-0.6px;text-align:left;color:#000000;}","h3.jsx-1565890725{font-size:24px;font-weight:800;font-stretch:normal;font-style:normal;line-height:1.6;-webkit-letter-spacing:-0.4px;-moz-letter-spacing:-0.4px;-ms-letter-spacing:-0.4px;letter-spacing:-0.4px;text-align:left;color:#000000;}","ul.jsx-1565890725{padding:0px;}","li.jsx-1565890725{font-size:18px;font-weight:400;font-stretch:normal;font-style:normal;line-height:1.465;-webkit-letter-spacing:-0.3px;-moz-letter-spacing:-0.3px;-ms-letter-spacing:-0.3px;letter-spacing:-0.3px;text-align:left;color:#272727;padding:12px 0px;}",".cc-row-two.jsx-1565890725{margin-top:40px;}",".cc-image-column.jsx-1565890725{position:relative;}",".custom-image.jsx-1565890725{position:relative;width:434px !important;max-width:300% !important;left:-132px;top:-42px;}","@media (max-width:767px){.cc-email-marketing-aspect.jsx-1565890725{padding:22px 0px 0px 0px !important;}h2.jsx-1565890725,.sub-heading.jsx-1565890725{font-size:24px;}h3.jsx-1565890725{font-size:22px;margin-top:40px;margin-bottom:15px;}li.jsx-1565890725{font-size:18px;}.cc-row-two.jsx-1565890725{padding:30px 0px;margin:0px;}ul.jsx-1565890725{padding-left:0px;}.custom-image.jsx-1565890725{width:100% !important;max-width:100% !important;top:0;left:0;}}","@media (min-width:768px) and (max-width:1024px){h2.jsx-1565890725,.sub-heading.jsx-1565890725{font-size:28px;}h3.jsx-1565890725{font-size:20px;}}","@media (min-width:768px) and (max-width:1024px) and (orientation:portrait){ul.jsx-1565890725{padding-left:20px;}.custom-image.jsx-1565890725{width:325px !important;max-width:300% !important;left:-163px;top:54px;}}","@media (min-width:768px) and (max-width:1024px) and (orientation:landscape){ul.jsx-1565890725{padding-left:24px;}.custom-image.jsx-1565890725{width:336px !important;max-width:300% !important;left:-160px;top:15px;}}

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