THE CUSTOMER FUNNEL
29,665 people signed up in August with no paid spend, and we can reach 1.4m of 2.3m accountsThree in four accounts have never bought anything, and we can reach only half of them7 in 10 buyers and 9 in 10 who never bought are not in the app, so only a message reaches themNearly three in four of August’s buyers had bought before: the base is where growth comes fromFour programmes on the losses, one on new customers, two propensity models deciding who enters£700k net a year on a 30% lift in conversion, the planned case£920k net a year on a 40% lift in conversion£1.14m net a year on a 50% lift in conversion£1.02m net a year with 10,000 more sign-ups a month on top, an illustration not a forecast
Sign-ups in August, all organic29,665Customers we can reach1.4m459,395 who have transacted and 916,931 who have not, of 2,319,824 accounts; new customers opting in 34% to 43% since May (Marketing’s read)Have transacted567,131459,395 of them contactable, 81%Have never transacted1,752,693916,931 of them contactable, 52%7 in 10 are no longer in the app9 in 10 are not in the appActive in the app159,120122,918 of them contactable, 77%Active in the app114,62357,636 of them contactable, 50%1 in 4 goes quiet every month, 40,276 in August4 in 5 new sign-ups never buy in 30 days3 in 4 first-time buyers never bid or buy again within 30 daysBought again in August29,266A first purchase in August10,34251,867 bought in August, £439,408 net: 39,608 through an account and 12,259 on the web without oneCUSTOMERS WHO HAVE TRANSACTEDChurn-risk modelevery active buyer, nightly · liveDEFENDLIVEPrevent churn at thefirst slipMonth-three retention13.8% → 18.0%GROWDrive repeatpurchaseBid or buy again in 30 days26% → 33.6%CUSTOMERS WHO HAVE NOT TRANSACTEDACTIVATEDrive the firstpurchaseNew user to first purchase19.8% → 20.4%Existing user to first purchase3.7% → 4.8%Propensity to returnthe quiet pools, daily · Q4RECOVERLIVEReactivate lapsed and churned customers, whether they have transacted or notReactivation rate0.6% → 1.1%WHAT ALL THE Q4 WORK ADDS, EVERY MONTHINCREMENTAL, OVER A 20% HOLDOUTCUSTOMERS BUYING A MONTH+8,42351,867 → 60,290MONTHLY TRANSACTING USERS · THE NORTH STAR2.24% → 2.60%of 2,319,824 registered accountsNET REVENUE A MONTH+£58,119£439,408 → £497,527£700k a year: £480k engine, £217k acquisitionWHAT ALL THE Q4 WORK ADDS, EVERY MONTHINCREMENTAL, OVER A 20% HOLDOUTCUSTOMERS BUYING A MONTH+11,07451,867 → 62,941MONTHLY TRANSACTING USERS · THE NORTH STAR2.24% → 2.71%of 2,319,824 registered accountsNET REVENUE A MONTH+£76,409£439,408 → £515,817£920k a year: £627k engine, £289k acquisitionWHAT ALL THE Q4 WORK ADDS, EVERY MONTHINCREMENTAL, OVER A 20% HOLDOUTCUSTOMERS BUYING A MONTH+13,72451,867 → 65,591MONTHLY TRANSACTING USERS · THE NORTH STAR2.24% → 2.83%of 2,319,824 registered accountsNET REVENUE A MONTH+£94,696£439,408 → £534,104£1.14m a year: £775k engine, £362k acquisitionWHAT ALL THE Q4 WORK ADDS, EVERY MONTHINCREMENTAL, OVER A 20% HOLDOUTCUSTOMERS BUYING A MONTH+12,32351,867 → 64,190MONTHLY TRANSACTING USERS · THE NORTH STAR2.24% → 2.77%of 2,319,824 registered accountsNET REVENUE A MONTH+£85,029£439,408 → £524,437£1.02m a year: £480k engine, £217k acquisition, £323k extra sign-upsthe extra sign-ups are an illustration, not sized to a sourceACQUIREboosted social, app store, search, website8,738 installs a month, 2,621 of them buyingADVOCATE · REFERRAL