If I were in your shoes, I'd immediately set up two separate post-purchase surveys: one for new customers and one for returning customers. You can't understand why people return if you ask them the same questions you ask a first-time buyer.
If I were in your shoes, the very first thing I'd do is set up two different post-purchase surveys: one for new customers and a separate one for returning customers. It seems small, but this split is the most critical piece for understanding why people come back. You have to ask different questions to people at different points in their journey with you.
My thinking here is really shaped by people like Matt Bahr, who pointed out on The Unofficial Shopify Podcast that asking a fifth-time buyer
Stresses the importance of segmenting surveys for first-time versus repeat customers to find meaningful patterns.
Lays out a simple framework for new and returning customer surveys to get beyond basic demographics.
Recommends specific questions to ask post-purchase, like "Why us and not a competitor?" to find your edge.
Explains why asking returning customers "How did you hear about us?" is a missed opportunity for real insight.
Open episode → · The Unofficial Shopify Podcast · Apple · Spotify
Highlights the value of surveying your absolute best customers to understand what makes them loyal.