To increase first-purchase conversions within top-of-funnel flows, optimize your “hook.” How do you pique their interest enough to sign up for your marketing, and then leverage that interest to drive a purchase?

Some opportunities for expansion include:

• Test splitting the discount offer
  Lead with your brand story and offer a low discount. Then, send a reminder with a higher discount to those who haven't converted after 48 hours. 
• Collect data to use elsewhere for expanded reach
  Collect data within flow messages by asking for preferences or by collecting profile properties when they engage or complete a particular action onsite (with the Update Profile Property Action). Use this data to create unique pathways within your flows, and build segments you can sync with social channels and re-target with paid ads to further remind prospects of your brand elsewhere.
• Consider next steps beyond discounts
  If discounts aren’t driving results, create another split and separate flow pathway. For customers who haven't made a purchase, focus on non-monetary value-based messages to encourage them to buy. Emphasize educational content, social proof, or brand differentiation. For example, add a case study (e.g., a "day in the life" of a product) to highlight your brand or product’s value and try to make it as relevant to them as possible based on what you know so far about the subscriber.

To increase average order value (AOV) within flows, focus on 3 key strategies:

• Implement strategic upsells and cross-sells
  You can do so by integrating relevant, visually compelling product recommendations (like "Complete the look" or "Frequently bought together") directly into your flow content, say in email blocks or dynamic RCS and WhatsApp carousels. These offers must be highly personalized and complementary to what the user has already viewed or bought. When you use Marketing Analytics specifically, you can find and showcase what products are most often bought together as bundles across your product catalog.
• Set a free shipping threshold
  This should be slightly higher than your current AOV. Clearly communicate this minimum order value and use dynamic messaging or a progress bar in the cart/checkout process to show users how close they are to reaching the goal, providing a powerful incentive to add more items.
• Bundle products or offer tiered discounts
  Create attractive product bundles that offer a small discount compared to buying the items individually, or implement tiered incentives based on total spend (e.g., "Spend $100 for 15% off," "Spend $150 for 25% off") to motivate customers to increase their purchase size.

To increase repeat purchase rate, focus on these flow enhancement tactics:

• Split flows based on product type
  Create highly specific flow paths for product categories with different consumption cycles (e.g., consumables vs. durable goods). For instance, customers purchasing a perishable or quick-use item (like coffee beans) should enter your post-purchase flow through a pathway that encourages immediate use and a timely repurchase. In contrast, if they buy a durable good (like a coffee machine or branded mug), your flow path may focus on product care, warranty information, and accessories, with less emphasis on a quick repurchase and instead on bundling offers, cross-sell opportunities, and referral incentivization.
• Create content related to someone's predicted re-purchase window
  Use advanced splits in your flow to detect if a customer is approaching their estimated repurchase date (e.g., 30, 60, or 90 days after purchase) and send a targeted mobile reminder via text, WhatsApp, or push, offering a small incentive for immediate re-order. Note that, with Marketing Analytics, you can unlock a more streamlined way of recommending next purchases with insights like:
  • Post-purchase timing: Add a wait step to post-purchase flows based on insights from the Repeat purchase timing card, then send promotional information at the best time for re-purchase.
  • Your merchandising strategy: Identify products to promote together or in succession, based on Products bought in the next order or Products bought in the same cart cards.
• Incentivize purchase milestones and brand loyalty
  Use purchase frequency, average order value, or customer lifetime value data to identify VIPs and both (1) enroll them in flows with exclusive offers, and (2) create tailored paths across flows that are unique to their loyalty status. Within your flows, communicate when customers are close to reaching specific spend or purchase count milestones. Start with an email introducing the next loyalty tier, but follow up with an exclusive offer (e.g., early access to a sale or a personalized discount code) delivered via a high-engagement channel like text, push, or WhatsApp.
• Build habits among shoppers
  Make the reordering process frictionless and communicate the value of continual engagement to reinforce product usage in their day-to-day. Mobile push notifications can become pivotal, as they can quite literally push someone towards ongoing action.
• Prevent churn with robust, automated support
  Look for signs of diminishing interest before a customer lapses. Consider non-monetary incentives like tailored recommendations, new product trials, and bundled offers based on purchase history, and loop in pathways for additional support. You can use keywords in flow messages to launch support-driven Automations that feel more like one-on-one conversations.