Case Study · Consumer Goods
At iSmoker, the second purchase is what counts
iSmoker sells e-cigarettes and e-liquids, plus coils and DIY mixing supplies. A customer buys the hardware once, then comes regular use. Most of the potential lies in that repeat business.
I'll show you where your shop loses buyers.
A shop that lives on repeat purchases
Buying a first e-cigarette is a real decision. Customers compare devices, read descriptions and want guidance. In this sector, most of the revenue comes afterwards, from e-liquids and consumable parts. That is where we start, while keeping the newcomer firmly in view.
Reordering follows its own logic. The customer usually knows exactly what they want. They want to find their item again quickly and order straight away. Every click saved along the way is a reason to buy here again next time, and online that loyalty is won afresh with every order. A shop that treats the two purchases separately advises newcomers in depth and lets regulars through quickly.
First purchase and reorder, thought through separately
We treated the first purchase and the reorder as two separate journeys. For each one, we checked where customers stall. The first purchase is about guidance. Which device suits whom, and how does a newcomer find their way around the range? DIY mixing supplies need explanation too, because newcomers often have to work out what they need first.
For reorders, a lever many shops underrate comes to the fore: findability. Someone who has ordered a particular e-liquid once wants exactly that again, in the same variant. We looked at how quickly a regular customer reaches their item via search, navigation or their account, and where that path can be shortened. For these customers, the search box and the customer account are the most important pages in the shop. From this we developed hypotheses for a shorter path to reordering.
Regular customers love the shortest route
With consumer goods, the customer relationship renews itself with every purchase. If your shop has a high share of repeat orders, we think it pays to look closely at how quickly a regular finds their item again. It sounds trivial. In practice, this is often where the simplest improvements lie, because regular customers rarely say what they want. They just buy. A fresh look at search and order history often gives you more momentum than the next campaign.
Let’s start with your shop.
In the Dropoff Analysis you see where your shop loses buyers. Afterwards you know where the first step pays off.