Second-Purchase Scorecard: planning and measurement worksheet

Second-Purchase Scorecard

A self-directed, AI-assisted planning and measurement resource for ecommerce brands and email teams. This two-page worksheet was originally prepared on 20 September 2026. The attached readable edition refreshes the typography while preserving the scoring criteria and measurement definitions.

Purpose Help a team locate missing evidence in one product category and one first-time-buyer cohort, then choose a bounded next experiment.

Page one: inspect five evidence areas • Time-to-value after delivery • Product education • A relevant reason to return • Timing and customer segments • Measurement and cohort maturity

Each area is scored 0, 1 or 2: absent or unverified; incomplete evidence or coverage; documented and checked. The total describes evidence coverage. It is a planning aid, not an industry benchmark or a prediction of revenue.

Page two: turn the review into a testable brief Define the eligible cohort and observation window, record a second-purchase baseline, write a hypothesis, name the change and owner, and agree review criteria. The worksheet retains guardrails for margin, opt-outs, complaints and fulfilment issues.

Measurement boundary Only compare buyers with a complete observation window. Report median days to second order alongside the repeat-purchase rate because that median excludes non-repeat buyers. Platform-attributed revenue alone does not establish incremental lift.

No client data, scored brand assessment, completed experiment or performance result is claimed. Download the blank worksheet below.