The customer
A growing business with a specific customer question.
A nutrition brand had expanded from a focused product offering into multiple categories, markets, and purchase models.
Its growth team needed more granular insight than a single conversion number could provide.
The challenge
The business problem behind the headline.
Products, countries, marketing channels, subscriptions, one-time purchases, and content paths all shaped customer behaviour differently.
Without detailed cohorts and funnels, the team could not reliably see which journeys supported acquisition, repeat purchase, or subscription retention.
Inside the workflow
Compare retention across customer cohorts
Retention · Customer cohorts
Illustrative Cxorbi product view
Weekly retention
First purchase · Rolling
Compare segments: subscription, one-time purchase, market, and acquisition channel.
The approach
From customer signal to a measurable decision.
- 1
Build cohorts for first-time, repeat, subscription, and one-time customers.
- 2
Compare products, countries, acquisition channels, and content paths before purchase.
- 3
Investigate login, payment, delivery, and subscription-management friction in affected sessions.
- 4
Ask customers directly when observed behaviour cannot explain a retention pattern.
- 5
Track time to second order, repeat-purchase rate, retention, and cancellation after each intervention.
The results
Conversion increased while cancellations fell.
New-customer conversion improved by more than 30% in selected markets, while weekly subscription cancellations fell by 15%.
- New-customer conversion increased by more than 30% in selected markets.
- Weekly subscription cancellations decreased by 15%.
- The team gained a clearer view of which products, markets, and purchase models supported repeat behaviour.