In this tutorial, we will walk through how to use the All Contacts report in Book That In to analyse your business data and improve bookings. This report focuses on individual customers, rather than individual bookings, allowing you to understand your customer base better and make informed decisions to increase revenue and profitability.

By the end of this guide, you will know how to:

  • Generate the All Contacts report
  • Identify trends in customer bookings
  • Analyse spending habits and average customer value
  • Improve conversion rates for trials and other entry points
  • Use data to optimise your marketing efforts

Video Tutorial:




Step-by-Step Instructions

1. Generating the All Contacts Report

  1. Log in to your client area on Book That In.
  2. Navigate to Exports in the top right-hand corner.
  3. Select All Contacts report (the first option).

This report provides a person-by-person breakdown of your customers, rather than a booking-by-booking overview.

2. Understanding the Report Data

Once you have generated the report, it will contain the following key details:

  • Customer name and email address – Useful for mailing lists (e.g., MailChimp or MailerLite).
  • First booking date – Helps track new customers who joined within a specific timeframe.
  • Latest booking date – Shows the most recent interaction with your business.
  • Total number of bookings – Indicates customer engagement and repeat business.
  • Total spend – Shows how much each customer has spent with you.
  • Plus all your 'Booking Level' question fields.

? Tip: The first booking date allows you to filter and track how many new customers signed up in a given month.

3. Calculating Average Customer Spend

  1. Highlight the Total Spend column in Excel.
  2. At the bottom of the screen, Excel will display the average spend per customer.

For example, if the average spend is £325, you can use this to assess:

  • How much you can afford to spend on marketing per customer.
  • Whether certain customers are more valuable based on their spending behaviour.

? Example Use Case: If your average customer spend is £325, and your gross profit margin is 60%, then you know you make £195 profit on average per customer. You can therefore afford to spend a decent chunk of that on advertising and marketing to attract a customer.

4. Analysing Customer Retention & Repeat Bookings

  1. Use Excel filters to check how many customers have only booked once.
  2. Compare the number of one-time bookers against your total customer base.
  3. Investigate why these customers did not return – was it pricing, experience, or lack of follow-up?

? Example: If 10 out of 36 customers only booked once, you might need to improve your follow-up strategy or after-sales care, or offer incentives to encourage repeat bookings.

5. Tracking New Customers per Month

  1. Filter the report by first booking date.
  2. Count how many new customers signed up in each month.

This analysis helps identify seasonal trends and adjust marketing efforts accordingly.
For example, if May had 20 new customers but April had only 5, you can investigate:

  • What worked well in May?
  • Should you increase advertising in April to boost bookings?
  • Should you increase advertising in May to make the most of the boom time?

6. Identifying the Most Popular Entry Points

  1. Look at the first booking type for each new customer.
  2. Identify which services or offers attract the most new customers.

? Example: If most first-time bookings are trial sessions, this indicates that trials are an effective entry point. You can then analyse how well you convert trial users into full-paying customers.

7. Improving Trial-to-Customer Conversion

  1. Filter by trial bookings to see how many converted into full customers.
  2. Check how many trial users for whom Total Bookings = 1. These are people who never booked again after their trial.
  3. Look at the reasons – was there no follow-up or low engagement?

? Ways to Improve Conversions:
✅ Use the system’s automated follow-up emails after the trial.
✅ Send additional reminders via email or text.
✅ Consider personal follow-ups (calls/messages) for high-quality leads.
✅ Experiment with pricing changes (e.g., paid vs free trials).

8. Measuring Revenue from Trials

  1. Filter trial bookings and sum up their total spend.
  2. Compare the average spend of trial customers against your overall average.

? Example:

  • If trial customers spend an average of £222, while your overall average is £325, you may need to:
    • Adjust your trial offer to attract higher-value customers.
    • Encourage trial users to book more sessions by offering discounts or packages after their trial.

9. Identifying Customers Who Dropped Out of the Booking Process

While the All Contacts report focuses on completed bookings, it can also help you identify people who started the booking process but didn’t complete a purchase.


To find these customers:

  1. Look for people where the total number of bookings is zero and their total spend is also zero.
  2. These are likely customers who began booking but abandoned the process before completing payment.

However, there is an important caveat:

  • If you have cancelled and refunded a customer who only made one booking, they will also appear with zero bookings and zero spend.
  • To exclude refunded customers, check your records for any cancellation or refund actions before assuming someone dropped out of the process.

Once you’ve identified genuine dropouts, you can take action to encourage them to complete their booking, such as:
✅ Sending a follow-up email reminding them to complete their booking.
✅ Offering a limited-time discount or incentive to encourage them to return.
✅ Checking if there were any technical issues preventing the booking from being completed.

By keeping an eye on these dropouts, you can reduce lost sales and improve your overall conversion rate. 



Conclusion

The All Contacts report is a powerful tool for understanding customer behaviour and making data-driven decisions.


By using the insights from this report, you can:


✅ Optimise your marketing strategy
✅ Improve customer retention
✅ Increase conversions from trial users
✅ Maximise revenue and profitability


If you have any questions or feedback, feel free to contact Book That In support at [email protected].

Happy analysing!