Loyalty analytics: what the cards mean and how to improve them
Loyalty > Analytics opens Loyalty analytics, a fixed set of cards on the health of your program. You can't choose which cards appear, but together they cover the numbers that matter most, and you can use them as your KPIs if you don't have your own.
The date range
The date range at the top right sets the period the page is calculated over. It starts on about the last month, and each card says exactly how many days it covers. Pick Last week, Last month, Last six months or Last year, or choose your own dates.
Most cards compare their figure with the previous period of the same length, shown as a percentage next to it. Four don't:
- Average point balance is a snapshot of right now. It ignores the date range and has no comparison.
- Outstanding points balance is the balance at the end of the last day of the date range. It has no comparison.
- Inactive contacts with redemption potential has no comparison.
- Top redeemed rewards is a ranking, not a single figure.
1. Active contacts
How many of your contacts actually take part, and how often?
- Active contacts: unique contacts who earned or redeemed points in the period.
- Repeat loyalty participation: the share of contacts who took part more than once.
Low numbers usually mean people don't know about the program, or don't see why to join. Try:
- promoting it on social media
- putting your sign-up form on a QR code at the till or on the table
- a referral campaign, see How to set up a referral program
- explaining the program more simply, in store and online
More ideas are in How to market your program to get more sign-ups?.
2. Reward redemption
Are contacts actually redeeming the rewards you've set up?
- Redemption rate: the share of points issued in the period that were redeemed.
- Total redemptions: how many times a reward was redeemed.
- Average point balance: the average number of unused points per contact. A high balance can mean your rewards are too expensive, or that contacts have lost interest.
- Outstanding points balance: all points your contacts held at the end of the last day of the date range. To see the balance on a specific date, for example for your accounts, choose a date range that ends on that day.
- Top redeemed rewards: the rewards claimed most often in the period.
To improve these, make your rewards cheaper in points or more attractive. Ask your contacts what they'd like, or offer several rewards at the same price and see which one wins. Top redeemed rewards shows you the winners.
3. First incentive
Does your sign-up reward get people through the door?
- Average time to first redemption: the average number of days from signing up to redeeming a first reward.
If it's long, make the first reward cheaper or more appealing, so new contacts see the value of the program quickly.
4. Retention and re-engagement
Are the contacts with points still coming back?
- Inactive contacts with redemption potential: the share of contacts who have enough points for a reward but haven't redeemed anything in the period.
These contacts are the easiest to win back. Set up automated emails, such as a reminder when a contact reaches enough points for a reward, and a message to contacts who haven't visited for a while. See Three automations worth setting up first.
Going further
For figures this page doesn't show, build your own dashboard under Data > Insights: pick a source, filter it, group it and export the result. See Building dashboards and charts in insights.