Tactics every brand needs in 2023 to combat market volatility [Webinar]
The ecommerce industry is ever-changing and in today’s increasingly unpredictable market, it’s more important now than ever before for brands to be on top of the latest trends. In 2022, rising inflation, privacy regulations, and continuous supply chain issues changed the ways many direct-to-consumer (DTC) brands do business. What trends does 2023 have in store, and how can you best prepare your brand to overcome these challenges? Littledata is joining forces with the ecommerce experts at Ordergroove, ShipBob, Checkout.com, and Avex to arm you with the insider knowledge every brand needs to supercharge their ecommerce strategy and make for a fruitful 2023. Join us for a live webinar on Thursday, January 26 at 3 PM EST as we dive into the tactics you need to combat market volatility in 2023: Register now. [tip] ICYMI, watch the webinar on-demand here [/tip] In this webinar, you’ll learn: Ways top brands are leveraging technology to keep up with consumer demands Little-known ecommerce insights that will impact your brand in a big way Actionable hacks to supercharge your 2023 strategy Claim your spot >>> About Littledata In today’s uncertain market, brands need to take a data-driven approach to their marketing. Littledata’s combined client-side and server-side tracking captures data at every touchpoint, from discovery with accurate marketing attribution insights to post-purchase events like subscriptions and upsells, to empower Shopify and BigCommerce with a holistic view of the customer journey. Littledata's Ordergroove integration is just the beginning — it's what you do with the data that counts. Our plug-and-play connections send 100% accurate data to the top reporting tools, including Google Analytics (Universal Analytics and GA4) and Segment. Check out our Shopify app for Google Analytics and GA4 Check out our BigCommerce app for Google Analytics and GA4 Get our free Ordergroove ebook to learn how to track recurring orders in Google Analytics, Segment, or the reporting tool of your choice See how to automatically improve Facebook Ads performance with the Conversions API (especially powerful for brands selling by subscription!)
12 Days of Tipmas
2022 has been an exciting year — we’ve helped over 1,400 DTC brands get accurate insights on their Shopify and BigCommerce store performance, launched several new connections and data destinations to empower merchants with complete data across the customer journey, and we’re not stopping there! We’ve got big plans on the horizon for 2023, and there’s no doubt you do too! As we round out the holiday shopping season and prepare for 2023, we asked experts across the ecommerce industry to share their top tips to help you kick off the new year and make 2023 your best year yet. 1. Pivot your retention strategy With acquisition costs at an all-time high during the holiday shopping season, now is the perfect time to focus on keeping your current customer base satisfied and coming back for more. “Beat rising customer acquisition costs by pivoting to your retention strategy. “2023 is the year of LTV. Weaving in more LTV touchpoints into your customer journey is going to be absolutely crucial. We see brands implementing this in some really creative ways, particularly in the customer account portal! Totally transforming their customer account portals into engagement hubs, our brands are adding subscription-led loyalty programs, referrals, upsells, and even opportunities to gift subscriptions all directly built-in to the account portal experience. “Moreover, gone are the days of the standard ‘Subscribe and Forget’ subscription experiences. Brands are complementing these LTV touchpoints with total flexibility over their subscription experience. Be sure to give your loyal customers total control over their customer journeys enabling them to expedite next orders, skip next orders, add or swap new products in their next orders to create more of a membership-like experience.” — Gabriella Tegen, Founder & CEO at Smartrr 2. Run ads and scale them on Facebook If BFCM has proven anything to DTC brands it’s that Facebook Ads are back! Brands are seeing their Facebook ads convert more effectively (and more affordably), but the key is building strong campaigns with proven ads. “As marketers, we’re constantly adapting to changes, new trends, tactics, & best practices, but sometimes you just need to think more simply: run ads and scale them. “Every Facebook Ad account should have a ‘Cold ABO Testing’ campaign and a ‘Cold CBO Winners’ campaign. “Your ABO campaign should be used to test your new ads and determine whether they’re winners or not. Move the winning ads into your CBO campaign because you know these are going to convert. We do not want to test new creative in CBO because we are letting Facebook automate here. So let's give Facebook the strongest ammo we’ve got! “Following your cold campaigns, establish a ‘Warm Remarketing’ campaign to target all the people who engage with our brand, but did not convert. “The goal of Facebook Ads is to get out of the learning phase as fast as possible and stay out of it. Build a plethora of strong evergreen ads that you’re going to run for a long period of time. I like to call these ads your account’s muscle. If your ads are performing in your testing campaign, leave them on & scale them as well. “Run ads & scale them. It's easier than you’re making it seem.” — Tim Ferrar, Account Manager at Media Jet Marketing 3. Find the perfect moment to pop-up Amidst a rising ‘opt out’ culture, consumers have grown increasingly wary about who they share their contact information with. Finding the perfect moment to enroll customers in your SMS campaigns is crucial to understanding your customer base and growing your subscriber list. “Since SMS is a more personal and intimate channel (that’s part of its inherent value), it can make some consumers wary of opting in. If you find that to be the case among your target audience, take a value-first approach and wait until after they’ve made a purchase. This way you’ve been able to demonstrate value for them before asking for something as personal as their phone number, which builds trust and increases the engagement and long-term value of their contact. “Use the order thank you page here with an in-page promotion so that it appears native to your website or via a pop-up to collect SMS opt-ins. This is great for order information like tracking notifications so they can know exactly when their purchase will arrive. (No porch pirates please & thank you!)” — Michael Wadsworth, Partner Marketing Manager at Justuno 4. Send new subscribers a warm welcome Speaking of SMS, now that you’ve found the perfect time to get their digits, it’s time to give them a warm welcome to your SMS community. “SMS Pro Tip: 24 hours after a subscriber joins your SMS program, send a triggered message with educational content. You can share information like how your products are crafted, your brand’s values and mission, or how their purchases will make an impact. Include a link back to your brand’s “About” page so they can learn more.” — Elodie Huston, Content Marketing Manager at Attentive 5. Don't underestimate the power of marketing “The run-up to Christmas signals an end to the calendar year and so we believe it's an opportune time for ecommerce brands to position themselves strongly for 2023. The power of marketing during this time cannot be understated, those brands that put in the graft and double down on marketing efforts will have the most success going into the new year. “Focus on diverse traffic acquisition (i.e don't focus solely on Facebook or Google Ads for example) and push hard to be unique and stand out from the competition so that customers choose your brand over others. “It's also worth noting that it can cost five times as much to acquire a new customer compared to maintaining an existing one, highlighting the importance of retaining your relationship with customers once you’ve acquired them to ensure they're kept satisfied and come back all year round.” — Ross Adamson, Marketing & Partnerships Executive at Charle Agency 6. Reward your best customers at the end of the year The end of the year is the perfect time to show your top customers some love— after all, it is the season of giving. Running an RFM analysis with a reporting tool like Daasity makes it easy to identify which customers are your top performers, based on how recently they placed an order, how often they’ve made purchases, and how much they spent. “Reward your best customers at the end of the year! “At Daasity, we believe the best way to group customers by value (and ID your best customers) is via RFM Analysis. “RFM breaks down customers by three dimensions of behavior: Recency, Frequency, and Monetary. “Almost every brand has RFM charts like this… “…Where you can see that the longest bar corresponds to RFM 1 customers (i.e., your top 10% of customers on an LTV basis), who are almost 40x more valuable than RFM 10 customers (i.e., your bottom 10% of customers on an LTV basis). “Basically, your RFM 1 customers are the best-of-the-best-of-the-best: they’re the most engaged with your brand, spend the most, and (probably) love you the most. Shoot them a 10% end-of-year “Thank you for being you” discount, and you might just drive some extra purchases before 2023.” — Dave Swendemen, Senior Content Manager at Daasity 7. Get your budget ducks in a row To keep the momentum going into the new year, prioritize what needs to happen in Q1 and set aside a budget for this. This will allow your team to remain agile and start off strong at the head of the new year! “Get your budget ducks in a row. “As an agency, we often hear this side of the New Year that merchants would rather pick up certain conversations about projects or builds at a later date. While this is undoubtedly a very busy time for many, these discussions are then further delayed when merchants need to then reassess budgets. This leads to a brand delaying the start of a project from early January to some time towards the end of Q1 as a result of not focusing on any financial preparation activities ahead of time. These delays can be costly for brands that cannot afford to lose momentum. “Align with your team on what needs to happen in Q1 in relation to your ecommerce store, then designate a specific budget to this, or even push forward with conversations with suppliers so you can hit the ground running. If you get to grips with where your spend either is currently or what it needs to be from 2023 onwards, it means that you’ll have the ability to move quickly on activity that will be able to help you start the year strong. Avoid a Q1 lull by getting ahead!” — Nathan Abbott, Head of Growth at Underwaterpistol 8. Use data to prevent BFCM churn Many BFCM customers often yield a low LTV — whether they’re discount shoppers, or buying gifts for people on their holiday list, they don’t intend to come back for more. Using customer data, brands can better understand these customers and offer strategic incentives to help mitigate their churn. “The most important strategy post-holiday season in my mind centers around customer retention. “Typically, brands see a large influx of new customers and subscribers as a result of their BFCM marketing pushes and promotions. In addition to a nice bump in sales, you now have a treasure trove of data to analyze over the next several months. Use this data to track customer cohorts that signed up during the holiday season, and follow their short-term and long-term behaviors as it pertains to churn. “It is common for businesses to see an increase in customer churn from this cohort, as a lot of savvy customers buy a product or sign up for a subscription just for the discount, and then churn. Mitigate this behavior by offering incentives at strategic junctures in a customer’s lifecycle with your brand. This could be free shipping (if you don’t already offer it), a one-time discount, or even a “surprise and delight” gift before the charge that your data shows most customers tend to churn on. “Remember, even extending your customer lifecycle by one charge can have a massive impact on your bottom line!” — Paul Hughes, Senior Account Manager at Recharge 9. Personalize your SMS strategy Stand out from the crowd with personalized SMS messages. And no — that doesn't just mean calling your subscribers’ by their first names! With 96% of customers interested in receiving weekly text messages from the brands they love — up from 31% last year — now’s your chance to perfect your SMS strategy, understand what drives your customers, and build a community around your brand. “We all get dozens of texts each day — your messages need to stand out for recipients to pay attention. People are more likely to act on a text when it looks like you wrote it just for them. This means more than just including basic details like a first name — provide value to your customers by speaking to their unique needs and interests, or by sending exclusive offers aligned with their past purchases. “Strategically personalizing your texts helps you nurture relationships with customers by making them feel special. Plus it motivates them to take action immediately.” — Jessica Schanzer, Senior Product Marketing Manager at Klaviyo 10. Understand your top-performing channels The key to maximizing your customer retention and optimizing your acquisition costs — especially in uncertain economic conditions — is understanding which channels and campaigns are performing the best and bringing in more high-LTV customers. With accurate attribution insights at your disposal, you can better allocate your marketing budget to campaigns that work, and spend less on those that don’t. “Based on Shopify’s 2023 ecommerce trends report, 73% of DTC brands plan to rely on external financing in the coming year to get closer to profitability. After a bumpy Q3 and Q4 we expected to see this, but perhaps not such a high percentage. “For most of these brands, 2023 will be all about increasing customer net revenue retention and decreasing the cost of new customer acquisition as aggressively as possible. “One of the key factors to steer these brands towards a positive outcome is having accurate product and purchase data linked with the complete marketing attribution data in your Google Analytics or other data destinations used by your organization. “So for 2023, my advice to all DTC brands is to prioritize having accurate acquisition, ecommerce, and marketing data even over saving costs.” — David Pascu, Head of Client Services at Littledata 11. Re-engage your BFCM shoppers Your brand is more than the discounted rate you offered during BFCM. Build a loyal community by re-engaging your customers and incentivizing them to buy again. “Following BFCM, brands now need to focus on re-engaging with the customers who bought during this time. “A solid strategy around capitalizing on the influx of new customers is imperative. You can start by looking into order quantities from these customers and comparing this with the average days between transactions. This will give you an idea of when they may reorder or replenish, meaning you can time your reorder or replenishment messaging perfectly. “Now is a great time to demonstrate value beyond just the discounted rate they got for BFCM. Start building brand value and loyalty by making them feel part of your tribe with some regular communication. By showing them some love, you’ll give yourself the best chance for them to return and pay full price next time. “Create engaging touchpoints to build trust. Why not ask them how the product they bought is performing? Are they enjoying the product? If the product was a gift, ask how it was received. “Lastly, why not surprise and delight your newly found customers with an unexpected gift or a thank you? This doesn't need to be expensive, but it does need to feel personal and relevant. After all, this is also likely to cost you less than acquiring a new customer.” — Jason Chappel, Head of Client Strategy at Blend Commerce 12. Leverage subscriptions to boost retention Between an unsteady economy and rising acquisition costs, brands have their focus on keeping their current customers satisfied. To keep customer lifetime value (LTV) high, integrate as many opportunities for upselling and recurring orders as possible. “With the days of cheap customer acquisition behind us, and many of the key ecommerce markets in recession, customer retention is now mission-critical for DTC brands. Increasing repeat order rate, repeat order frequency, cross-sell conversion, and minimizing subscription churn are all essential levels to pull in order to maintain a strong customer lifetime value in 2023 and win the DTC race.” — Harry Willis, Partnerships Lead at Relo by Blueprint And that's a wrap! As we wrap up 2022, take these tips with you to start off 2023 on the right foot. Subscribe to our newsletter to stay in the loop on all things ecommerce analytics with weekly updates from our analytics experts.
How to use GA4 for ecommerce analytics [Podcast]
With BFCM behind us, it’s time to push forward and begin planning for 2023. One of the biggest changes 2023 has in store for ecommerce brands is the deprecation of Universal Analytics and the rise of Google Analytics 4 (GA4). Many merchants are still struggling with their migration from UA to Google Analytics 4, and we get it — change is hard. Especially when it comes to a vital tool that your business relies on. [tip]Get the free ebook on 10 reasons to switch to GA4[/tip] The good news is that switching to GA4 doesn't have to rack your nerves. Littledata’s Head of Client Services, David Pascu, shares his expert advice on building a strong foundation in GA4 on the Infinity Nation podcast. Whether you’ve been tracking in parallel for months, or you’re pushing off your migration until the last minute, you won’t want to miss this episode. Sending Shopify data to GA4 David joined Al Keck on the Infinity Nation podcast to discuss all things Shopify and GA4. David answers many of the most common questions users have about migrating to GA4, including: Myths and facts about GA4 for DTC brands Why Google is deprecating UA in change for GA4 When should you get started with GA4 How to start sending ecommerce data to GA4 Listen to the full episode >>>
Insights from GA4 experts on our webinar
With Universal Analytics’ deprecation date quickly approaching, merchants and agencies alike have been looking to ecommerce platforms, like Shopify and BigCommerce, to lead the way in integrating their stores with GA4. But little progress has been made by ecommerce platforms, leaving merchants to their own devices. But one thing’s for sure: with the right partners, you’re not alone. Last week we joined forces with some of the best and the brightest in the ecommerce analytics world to answer merchants' biggest questions about migrating to Google Analytics 4: What’s different between Universal Analytics (UA) and Google Analytics 4 (GA4)? What exactly is event-based tracking? Why hasn’t Shopify offered a plug-and-play solution for GA4? Whether you’re working with an ecommerce agency like Irish Titan, an ecommerce reporting tool like Daasity, or an ecommerce data platform like Littledata, data should be at the core of every business decision you make. Up until this point, 87% of Shopify stores have relied on Universal Analytics as a trusted reporting tool for their store’s sales and revenue, marketing attribution and campaign performance, and for a complete view of their customer journey. And that’s why we held last week’s webinar: to gather the top GA4 experts in ecommerce analytics to answer your most asked questions about GA4, provide some clarity around your migration, and arm you with the tools you need to succeed in the next generation of Google Analytics. Watch the full webinar on-demand>>> Key takeaways Custom reporting Merchants have grown accustomed to the 50+ built-in reports that UA offers, and are understandably uneasy with GA4 providing only a fraction of those reports out-of-the-box. But the good news is that all the reports you’ve grown to know and love in UA can be custom-built in GA4, offering the opportunity for you to zero in on the metrics specific to your business’s unique set of goals. In a matter of minutes, your Source/Medium Report or Sales Performance Report can be up and running. Find out how to build custom reports in GA4 with our series of free GA4 courses on YouTube. Once you’ve set up your GA4 property, the next step is crucial. Ensure that all your events are set up properly, including any custom and ecommerce events that you’re tracking in UA. Your events set the foundation for your reports and ensure that your custom-built reports work seamlessly. The easiest way to do this is with a GA4 connector Shopify app. [tip] Whichever GA4 connector you choose, make sure it takes advantage of server-side tracking. Otherwise, your data discrepancies will just get worse! [/tip] New data model GA4’s tracking is fundamentally different from UA’s. Previously, Google captured data based on hits or sessions, whereas GA4 uses event-based tracking. Similarly, Google has shifted away from its last-click attribution model and has turned to data-driven attribution instead. What exactly is event-based tracking, and what does this mean for many of the metrics you’ve relied on in UA? Some of the metrics merchants have used to monitor their store’s performance have changed in meaning or are no longer available. ‘Events’, for example, track actions within a page in UA, including video views, widget clicks, and downloads. In GA4, ‘events’ measure every user interaction with your website or app, including loading a page, clicking a link, and completing a purchase. With GA4’s event-based tracking, merchants are no longer limited to UA’s predefined hit types and can create custom events to track any action or piece of information that they like. [tip] Stay in the loop on GA4’s new terms, metrics, and reports with the GA4 Glossary.[/tip] Some other small but impactful changes have been made to metrics that many merchants are familiar with, including ‘sessions’ being redefined. ‘Bounce rate’ and ‘session duration’ are no longer available in GA4, instead, they have been replaced with engagement metrics. ‘Bounce rate’ can be understood with its inverse, ‘engagement rate’, which measures the number of engaged sessions divided by the total number of sessions over a specified time period. While these new metrics may cause some confusion, Google’s new engagement metrics help merchants uncover a detailed look at how customers interact with their website or app more accurately and will empower merchants to identify their conversion rate optimization areas with ease. https://youtu.be/XFrDq6VSU5M Google’s data-driven attribution model provides a holistic view of all of the touchpoints that contribute to a conversion and distributes credit for the conversion based on data for each conversion event. GA4 allows merchants to funnel in multiple data sources, including your website, app, email marketing platform, and advertising platforms, like Meta, to properly attribute sales across your marketing efforts. Google’s data-driven attribution model will help brands maximize their marketing efforts and budget, which is especially important in today's uncertain economic climate. Merchants can now leverage Google’s machine learning capabilities with predictive audiences, providing insights into what users are likely to purchase are doing on your website, and comparatively, what users who are likely to churn are doing on your website. Built on first-party data In a way, GA4 is Google’s response to increasing privacy regulations and tracking prevention. With the growing absence of third-party cookies, we’ve seen accuracy in client-side tracking slip away over the past few years. Unlike UA’s reliance on third-party cookies, GA4 is built on first-party data, offering merchants accuracy in tracking and in-depth insights into how users interact with their website and app. Exporting GA4 data into BigQuery Many of the features that were previously limited to GA360 users on UA (for the hefty price of $100k+ annually) are now available to all GA4 users, free of charge. This includes the ability to export raw data from GA4 to BigQuery, and from BigQuery to any destination of their choice. GA4’s automatic BigQuery export not only relieves merchants of the tedious and costly manual data export, but also opens up opportunities for data transformation and analysis outside of GA4’s interface and API constraints — the possibilities are endless! Watch the full webinar on-demand>>> What you should do now As echoed by all of our speakers, you should start tracking your ecommerce analytics in GA4 now! And with the right tools, getting complete Shopify or BigCommerce insights in GA4 is simple. If you haven’t started already, now is the time to start tracking in parallel with UA and GA4. You won’t be able to export UA data into GA4, which is why it’s so important to get as much overlap as possible, especially if you’re serious about understanding your store’s performance year-over-year. For a step-by-step guide to creating your GA4 property, read GA4: What Shopify stores should do TODAY. “Make a data plan. Determine which are your brand’s most important marketing and business questions, and build exploration reports to answer those questions with data. In doing so, you’ll be surprised with how quickly you become an expert in GA4!” —David Pascu, Head of Client Services at Littledata Once you have created your GA4 property, ensure that you’re tracking your ecommerce analytics in parallel, or sending data to both UA and GA4. This lets you capture browsing behavior and sales performance in both places, so you can analyze the data, build comparative attribution models, and start to get a sense of how UA and GA4 are different — as well as where they converge. https://youtu.be/oqGAX1xgZGE The easiest (and most accurate) way to do this is with an ecommerce data platform like Littledata. Littledata automatically captures ecommerce events in UA and GA4 and links them to the original touchpoint. Book a demo to learn more. Join the Littledata and Daasity teams for another GA4 webinar! Our analytics experts will be answering merchants' top questions about migrating to GA4 in a live AMA (Ask Me Anything) style webinar on December 6 at 12 PM EST. Register here >>>
Get the DTC guide to subscription analytics
The subscription ecommerce industry has soared in recent years, allowing customers to routinely receive the products they love and opening up possibilities for merchants to build predictable, recurring revenue streams. Once a small subset of the ecommerce industry, the global subscription ecommerce market is set to be worth $478 billion by 2025. Subscription offerings we see winning today have changed over the past few years, from innovative, new recurring revenue engines to legacy brands like BMW offering exclusive auto features by subscription. But there's one area where ecommerce subscription brands fall short time and time again — their analytics. Thanks to today’s plug-and-play subscription solutions, DTC merchants can start selling by subscription in just a few clicks. When it comes to optimizing their subscription model, though, many merchants run into a bit of trouble. While ecommerce subscription platforms have made strides in recent years, their native analytics are sub-par, making it difficult to understand product performance, measure customer lifetime value, and attribute subscribers’ sales to marketing campaigns. The DTC Guide to Subscription Analytics If you’re already running an ecommerce store, chances are you have already noticed some major data discrepancies between Shopify or BigCommerce and Google Analytics. From missing sales data to undifferentiated subscription vs. one-off orders, subscription tracking adds another layer to the madness. We sampled a set of larger DTC stores, processing over 50,000 orders a month through a standard Shopify checkout, and found that, on average, only 88% of Shopify orders were tracked in Google Analytics. Looking at a set of stores with non-standard checkouts, including subscription checkouts, we found that between 9% and 70% of orders were tracked in Google Analytics. Data mismatches that big lead to unattributed marketing spend and failed retargeting campaigns that doom your future decision-making. So, what causes data mismatches? How can you solve it? And how can you master subscription analytics? In The DTC Guide to Subscription Analytics, we uncover: The state of subscription ecommerce How to fix your subscription tracking Metrics to grow your recurring revenue Tools to fuel your ecommerce subscriptions Download The DTC Guide to Subscription Analytics >>>
Google Analytics 4: Ready to make the switch?
Change is never easy. While some ecommerce merchants may be hesitant to make the leap to Google Analytics 4 (GA4), our customers are excited about what’s in store. Google’s Universal Analytics (UA), GA4’s predecessor, has been trusted by over 30 million users worldwide since 2005. It’s proven to be an extremely useful tool, especially in the ecommerce world, allowing merchants to take a deep dive into their store’s sales, marketing, and product performance. But like many 17-year-old systems, UA was due for a revamp. By now you’ve probably heard that Google will stop processing any data in UA on July 1, 2023. Beyond that date, GA4 will lead Google’s next generation of analytics, supplying ecommerce merchants with enhanced insights and tools to build out their DTC strategies. Designed to be a more flexible, efficient, and “customer-centric” platform, GA4 comes equipped with several unique benefits aimed at enhancing your ecommerce analytics. Many of these key features were previously restricted to GA360 users (for the hefty price of $150k annually) and are now available to all GA4 users for free. To learn more about the benefits we’re most excited about, download 10 Reasons to switch to GA4. In this free download, we uncover: The top benefits GA4 has in storeHow GA4’s new features improve on UAHow to seamlessly send Shopify data to GA4 And the really exciting part? Things are just getting started. Google has been developing GA4 for a few years now and is continuing to roll out additional features. Subscribe to our newsletter to be the first to hear about the key benefits GA4 has to offer. Ready to make the switch? While Google is still ironing out a few of GA4’s kinks, we recommend that users start sending data to GA4 now. More specifically, we encourage our customers to track in parallel, sending data to both Universal Analytics and Google Analytics 4. “Why?” you might ask. The sooner you start sending data to GA4, the better. By getting started now, your team will have an additional year’s worth of historical data in GA4 to do year-on-year analysis in the future. Shopify’s native integration with Google Analytics does not support GA4, but Littledata customers can send data to both Universal Analytics and Google Analytics 4, at no additional cost. Get started with a 30-day free trial. Learn more about Google Analytics 4: An expert's opinion on all things Google Analytics 4 with Google's former GA evangelist Krista Seiden10 Reasons to Switch to Google Analytics 4The rise of GA4 and the sunsetting of UA
10 Thriving Female-Founded DTC Businesses
From DTC brands to tech partners and agencies, female-run businesses are flourishing in the ecommerce landscape. In fact, 53% of Shopify stores are run by women! As Women’s History Month comes to a close, we wanted to take a moment to celebrate a few of the female entrepreneurs who have inspired us with their innovative products and revolutionary technology. These women, alongside so many others, are helping to break the bias across the ecommerce and tech industries. Ecommerce Brands Sheertex After founding, leading, and selling two businesses — ShopLocket and Female Funders — Katherine Homuth decided to take her career in a different direction. Fed up with old-fashioned, disposable hosiery, Homuth set out to create a knit that could withstand the test of time. She founded Sheertex in 2019, which has since revolutionized the fashion industry with their “unbreakable tights.” In just two years, Katherine grew her team from 5 to 175 employees, raised over $60 million in capital, and guided the business to reach $18 million in annual sales. Homuth hasn’t stopped there. She has also written Funded: An Entrepreneur’s Guide to Raising Your First Round to help aspiring entrepreneurs navigate the ins and outs of venture capital. African Ancestry An entrepreneur since the age of eight, Dr. Gina Paige pioneered a new way of tracing African lineages using genetics, and in turn, a new marketplace for people of African descent looking to more accurately and reliably trace their roots. In co-founding African Ancestry, Paige was inspired by the crossover between culture, science, and business. Since 2003, African Ancestry has helped over 1,000,000 people of African descent discover and connect with their true family tree. They’ve also revealed the roots of the world’s leading icons, including Oprah Winfrey, John Legend, and The King Family. Gina has appeared in countless major news and media outlets herself to speak about African Ancestry, including Time Magazine, USA Today, 60 Minutes, The New York Times, and NPR. Aura Bora Tired of existing sparkling water flavors, Maddie Voge and her husband, Paul, turned their kitchen experiment into the unique sparkling water brand, Aura Bora. Aura Bora’s water is made with herbs, fruits, and flowers, setting them apart from the traditional, artificial, and dull sparkling water flavors on the market. Maddie and Paul Voge appeared on Shark Tank in 2020. After making a deal with Robert Herjavec, Aura Bora is now available in 1,200 retail locations across the US, with an expanded DTC storefront at AuraBora.com. FaceGym After years of experimenting with high-end aesthetics, fitness, and nutrition treatments as a beauty and wellness columnist for the Financial Times, Inge Theron decided there must be a better way to age gracefully and confidently. Following extensive research, Face Gym was born. Eight years and over 200,000 faces later FaceGym is available worldwide, with storefront locations in the UK and US. FaceGym’s product line has since expanded to include skincare products, facial tools, and online “workout” classes to keep your skin in tip-top shape. Love Wellness After identifying a key gap in the market that affected everyday women like herself, Lo Bosworth founded Love Wellness. She set out with the mission to create “natural solutions for natural problems.” From daily probiotics to personal care kits and more, Love Wellness offers clean products that actually work, paired with product education to help women understand their bodies better. Uqora After battling recurring UTIs in 2014, Jenna Ryan was inspired to get proactive about her urinary tract health. She collaborated with physicians and urologists to find the perfect mix of science-backed ingredients, and along came Uqora! Since its start in 2015, Uqora has helped over 60,000 people take a natural approach to staying healthy. Tech Partners and Agencies Data Culture Leah Weiss and Gabi Steele built their data implementation agency Data Culture on a simple principle: employees at every level should be able to identify opportunities for more informed decision making, then use data to quickly create solutions. Leah and Gabi work with organizations to bridge the gap between their data capabilities and how the business acts on that data. Smartrr What started as a means to help local small businesses pivot online at the height of the pandemic has since grown into one of the top recurring revenue engines for Shopify merchants. Founder Gabriella Yitzhaek built Smartrr to provide ecommerce merchants with a seamless, code-free subscription checkout experience. Smartrr helps to unlock your store’s potential with their best-in-class business management tools. Plus, customers include the aforementioned Aura Bora! Underwaterpistol Nicola Carruthers and her husband, Gary, started Underwaterpistol, a leading Shopify and Shopify Plus partner agency, nearly twenty years ago. Underwaterpistol’s expert team of marketers, designers, and developers take a creative, data-driven approach to building and growing best-in-class DTC brands. Their team has helped notable ecommerce brands — including Abbott Lyon, Omaze, and Brew Tea Co. — develop a distinct brand identity and unlock smart growth. The Working Party In 2011, Kelly Brown co-founded the Australia-based Shopify agency, The Working Party. She has since helped design and build best-in-class ecommerce websites for leading Shopify Plus brands. The Working Party specializes in providing advanced technical solutions and has launched brands like KOOKAÏ and Lovisa on Shopify Plus. Breaking the bias While there are more female entrepreneurs in the DTC space than ever before, female founders still face an uphill battle to succeed. There continue to be systemic biases throughout the ecommerce industry — especially when it comes to capital. In 2021, female-founded startups received only 2.2% of venture capital funding. Despite slow progress, since 2017 there has been a 250% jump in venture capital funds that have a gender mandate or consideration. Backbone Angels is among these funds. Launched by ten former management-level Shopify employees, Backbone Angels provides capital to women and non-binary founders, with a focus on Black, Indigenous, and People of Color (BIPOC)-led companies. Since March 2021, they have backed 43 women-owned companies with over $2.3 million in capital. In addition to funds, Backbone Angels’ collective provides mentorship, expertise, and support to forward-thinking entrepreneurs. There are over 130 venture capital funds that are helping to unlock opportunities for growth for historically underrepresented groups and are working to break the bias against female entrepreneurs. Ladies of Littledata In addition to the exceptional founders mentioned above, we’re thrilled to celebrate the many skilled, supportive, and brilliant women behind Littledata. Day in and day out, the ladies of Littledata build innovative solutions, are the first point of contact for thousands of ecommerce merchants, and recruit best-in-class talent. As a global startup, our core values have always centered around inclusivity, collaboration, and dedication to learning. We are proud to not only have so many women in leadership positions but to promote so many of our managers from within. As Littledata continues to grow, we look forward to continuing to support our team in their personal and professional development and championing their every achievement.
Track Ordergroove subscriptions in Google Analytics [ebook]
Ordergroove is a popular tool for ecommerce stores, especially those interested in scaling their subscription services faster and smarter. But fast-paced growth is nearly impossible when you're making strategic decisions based on bad data. Ordergroove sets itself apart from other subscription solutions by focusing on growing your subscription service, which has made them a favorite among larger direct-to-consumer (DTC) brands, like Yankee Candle and Love Wellness. Despite Ordergroove’s tools designed to boost your store’s average order value (AOV) and customer retention, Shopify’s native Google Analytics (GA) integration stands in the way of many merchants' goals to achieve data-driven growth. While Shopify Analytics satisfies the need for basic analytics metrics, Shopify’s faulty integration with GA prevents merchants from diving into a deeper analysis of their data. On top of that, for every 100 orders in Shopify, 12 go missing in GA. This has major implications for DTC brands, who find themselves making decisions based on incomplete and incorrect data. Unfortunately, the results are even worse for stores selling by subscription, who face aggregated orders in addition to even larger data discrepancies. Subscription analytics can be intimidating, which is why we wrote the complete guide to tracking Ordergroove subscriptions in Google Analytics. Free ebook on tracking Ordergroove subscriptions in Google Analytics Fine-tune your tracking setup so subscription analytics pose no threat. In this ebook, we dive into our Ordergroove + Google Analytics connection and how it can help your store achieve data-driven growth in no time. The Ordergroove Smart Connection Guide covers how to: Track one-off, first-time and recurring ordersCalculate customer lifetime value (LTV) with our custom dimensionsTie subscription orders back to the original sourceGet complete marketing attribution insightsMake data-driven decisions for your store Download the free ebook>>>
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