Customer Insights
Your customers are the lifeblood of your art business. Customer insights help you understand who buys your work, what they want, and how to keep them coming back.
Customer Overview
Accessing Customer Data
- Go to Customers in Creator Hub
- See complete customer list
- Click any customer for details
Customer Sources
Customers come from:
- Direct storefront purchases
- Etsy orders (synced)
- Gumroad sales (synced)
- Manual orders
- Email signups (with purchase)
Customer Metrics
Total Customers
All unique customers in your database:
- Active buyers
- One-time purchasers
- Repeat collectors
New Customers
First-time buyers in period:
New Customer Rate = New Customers ÷ Total Orders
Healthy range: 40-70% new customers
Repeat Customers
Customers with 2+ orders:
Repeat Rate = Repeat Customers ÷ Total Customers
Target: 20-30% repeat rate
Customer Lifetime Value (CLV)
Average total revenue per customer:
CLV = Total Revenue ÷ Total Customers
Why it matters:
- Guides acquisition spending
- Identifies valuable segments
- Measures relationship quality
Customer Profiles
Profile Information
Each customer record includes:
- Name and email
- Total orders
- Total spent
- First purchase date
- Last purchase date
- Order history
- Tags
Purchase History
View all customer orders:
- Order dates
- Products purchased
- Order values
- Order status
Customer Tags
Categorize customers:
vip- High-value customerscollector- Original art buyerswholesale- B2B customerslocal- Local area customers- Custom tags as needed
Customer Segments
By Value
| Segment | Definition |
|---|---|
| VIP | Top 10% by spend |
| Regular | Middle 60% |
| Casual | Bottom 30% |
By Frequency
| Segment | Definition |
|---|---|
| Loyal | 3+ orders |
| Returning | 2 orders |
| One-time | 1 order |
By Recency
| Segment | Definition |
|---|---|
| Active | Purchased < 90 days |
| At-risk | 90-180 days |
| Lapsed | 180+ days |
RFM Analysis
Combine Recency, Frequency, Monetary:
- Champions: Recent, frequent, high spend
- Loyal: Frequent, good spend
- Potential: Recent, moderate
- At Risk: Were good, now inactive
- Lost: Long inactive, were valuable
Customer Analytics
Geographic Distribution
See where customers are located:
- Country breakdown
- State/region breakdown
- City concentrations
Use for:
- Local event planning
- Shipping rate optimization
- Regional marketing
Acquisition Trends
Track customer growth:
- New customers per month
- Acquisition channels
- Growth rate
Cohort Analysis
Group customers by join period:
- January 2024 cohort
- Q1 2024 cohort
- 2024 cohort
Track how cohorts perform over time.
Customer Journey
First Purchase
Typical path to first purchase:
- Discovers your work (social, search, referral)
- Visits storefront
- Browses products
- Adds to cart
- Completes purchase
Track conversion at each step.
Path to Repeat
What drives repeat purchases:
- Excellent first experience
- Follow-up communication
- New product releases
- Special offers
- Personal connection
Customer Lifecycle
Prospect → First-Time Buyer → Repeat Customer → Loyal Fan → Advocate
Move customers along this journey.
Using Customer Data
Personalized Communication
Use insights to personalize:
- Address by name
- Reference past purchases
- Recommend related work
- Acknowledge loyalty
VIP Treatment
For high-value customers:
- Early access to new work
- Exclusive offers
- Personal thank you notes
- Behind-the-scenes content
Win-Back Campaigns
For lapsed customers:
- "We miss you" email
- Special return offer
- New work they'd love
- Limited-time incentive
Upsell Opportunities
Based on purchase history:
- Print buyer → Original work
- Small print buyer → Larger sizes
- Single purchase → Collection
Customer Communication
Transaction Emails
Automatic communications:
- Order confirmation
- Shipping notification
- Delivery confirmation
Marketing Emails
Optional communications:
- New work announcements
- Exclusive offers
- Studio updates
- Newsletter
Direct Contact
For VIP customers:
- Personal thank you
- Custom requests
- Special opportunities
Privacy and Data
What You Collect
- Email address
- Name
- Shipping address
- Purchase history
- Communication preferences
Data Protection
Artbase protects customer data:
- Encrypted storage
- Secure transmission
- Access controls
- GDPR compliance
Customer Rights
Customers can:
- Request their data
- Update information
- Unsubscribe from marketing
- Request deletion
Customer Service
Support Best Practices
- Respond within 24 hours
- Be friendly and professional
- Solve problems quickly
- Follow up after resolution
Common Issues
| Issue | Resolution |
|---|---|
| Order status | Provide tracking |
| Shipping delay | Communicate proactively |
| Product quality | Offer replacement/refund |
| Wrong item | Ship correct item |
Building Relationships
Beyond transactions:
- Remember preferences
- Celebrate milestones
- Personal touches
- Genuine connection
Exporting Customer Data
Export Options
- Go to Customers → Export
- Choose fields to include
- Select format (CSV, Excel)
- Download file
Use Cases
- Email list backup
- Accounting integration
- External analysis
- Marketing platforms
Customer Growth Strategies
Acquisition
Bring in new customers:
- Social media presence
- SEO optimization
- Paid advertising
- Collaborations
- Art fairs and events
Retention
Keep existing customers:
- Excellent products
- Great service
- Regular communication
- Loyalty rewards
- Exclusive access
Referrals
Turn customers into advocates:
- Referral program
- Social proof
- Share-worthy packaging
- Encourage reviews