Podcast: Turbocharge Your Growth With Trusted and Accurate Data

Before you make any big decisions for your Shopify store, you need to know if you're making them based on the best possible data. Having 100% confidence in your store's analytics leads to you making the right decisions to improve your store design, offerings, and promotion methods. It's also the backbone of a growth plan that will help you reach your store's revenue targets faster. In the 200th episode of the eCommerce Fastlane podcast, our CMO Ari Messer sat down with eCommerce Fastlane's Steve Hutt to talk about why there's a discrepancy between Google Analytics and other analytics sources, how that bad data can lead you down a wrong decision-making path, and what to do so you set your store up for growth instead. The episode also touches on: How to finally have 100% confidence in your data accuracy First-party, zero-party data, and why they're important to your store How to audit and fix Google Analytics to ensure accurate tracking How to get accurate marketing attribution (including cross-domain and multi-currency) How to get accurate Facebook campaign tagging and campaign cost imported to Google Analytics Get a free analytics audit just for listening eCommerce Fastlane listeners can get a hands-on look at how to use Google Analytics, Segment, or any connected reporting tool to get more accurate data on their Shopify store. Get benchmarks for your store that help you analyze your place in the market, identify areas of improvement, and then plan a roadmap for building a better data stack that will supercharge your growth. [subscribe]

2021-10-26

The Ultimate Guide to Subscription Analytics

Now more than ever, subscriptions are a huge part of people’s daily lives.  Not so long ago, ecommerce stores focused on one-off purchases to scale their businesses. But consumer buying preferences have shifted — brands and customers are focusing on relationship-driven ecommerce, and subscriptions are at the heart of that change. In fact, subscriptions are now the fastest growing area of ecommerce and show no signs of slowing down any time soon. The subscription ecommerce industry is projected to be worth over $246 billion by 2025 — scaling by more than 9,400% since 2016. In two years, Shopify Plus anticipates that 75% of direct-to-consumer (DTC) businesses will offer subscriptions.  In this post, we’ll cover... The benefits (and shortcomings) of adding a subscription service to your ecommerce storeHow to get accurate subscription tracking in Google AnalyticsHeadless tracking for subscription storesThe most important metrics and tools to get your subscription service off the ground  Benefits of adding a subscription service If you're interested in growing your monthly sales and revenue, adding a subscription service is a great place to start. Subscriptions pose an exciting opportunity for ecommerce stores to unlock potential revenue, build long-lasting relationships with their customers, and create a community among consumers.  One of the most notable benefits of subscription ecommerce is the consistent, recurring revenue. The predictable income that comes along with subscriptions allows management to: Plan and invest accordinglyOrder and manage inventory more effectivelyProject profits with ease and accuracy As Shopify Plus put it in their article on the benefits of subscription ecommerce, “on a deeper level, ecommerce subscriptions are about strong customer relationships. Subscriptions turn customers, who already see the value your company provides, into loyal followers who become reliable sources of recurring revenue.”  In fact, the longer a customer uses your product or service, the more valuable they become to you. Plus, higher customer retention rates mean lower acquisition costs in the long term.” Where subscriptions fall short Unfortunately, Shopify stores offering subscriptions consistently fall short in one area — their analytics setups.  Shopify Analytics gives you the baseline data, but doesn’t give you the full picture of your customer’s journey. That’s why many merchants rely on Google Analytics (GA) to dive deeper into their data.  If you’re using Shopify’s native Google Analytics connection, you’ve probably run into a whole other set of issues. From data mismatches to aggregated orders, it’s evident that Shopify and Google Analytics don’t work well together on their own.  We sampled a set of larger DTC brands on Shopify, processing over 50,000 monthly orders through a standard Shopify checkout, and found that on average only 88% of orders processed are recorded in Google Analytics. That’s a major loss; for every 100 Shopify orders, 12 go missing in Google Analytics.  Subscription stores face even greater data discrepancies, with up to 70% of Shopify orders being tracked in Google Analytics on a good day and as little as 7% being tracked on, well, a not-so-good day. The major mismatches you see in subscription stores are due to the fact that orders are processed without any customer interaction. Data mismatches, no matter how big or small, hurt your bottom line. Whether it be marketing spend that can’t be attributed to sales or faulty retargeting campaigns, you can’t afford to make decisions based on inaccurate data.  For data-driven DTC brands, accuracy is everything! Otherwise, you’re just leaving money on the table. Lucky for you, there is a solution to fix your subscription tracking in Google Analytics. Tracking subscriptions in Google Analytics Searching for a tool for tracking subscriptions that works right out of the box and ensures accurate reporting? Littledata is it. Using a combination of server-side and client-side tracking, Littledata captures data at every customer touchpoint. I know what you’re thinking — sounds too good to be true. So here’s the rundown on how the Littledata app works: Upon installation, Littledata adds a data layer onto your ecommerce site containing all Enhanced Ecommerce events — Google’s term for each crucial touchpoint in the customer journey. Littledata then adds a tracking script to capture each event as it happens.Finally, using combined client-side and server-side tracking, the app tracks all transactions and ensures 100% accuracy in reporting one-time orders, recurring payments, lifecycle events, and everything in between. We work with the top subscription services on Shopify and BigCommerce to empower your ecommerce store with complete data. Littledata automatically audits and fixes your data right at the source, bringing you complete and accurate data in Google Analytics, Segment, or any of your favorite reporting tools. Our plug-and-play solution is as simple as that. Minutes after installing, you’ll have access to truly meaningful data and the power to make your marketing dollars work better for your store. What does this mean for you?  Make marketing and sales decisions backed by data that you can trustTrack one-time orders, first-time payments, and recurring transactionsAccurate marketing attribution data for one-time and subscription ordersMeasure LTV by product, channel, or sourceTrack multiple checkout funnels with 100% accuracyGet the full picture of your customers’ journey with tracking at every touchpointComplete tracking for headless setups Headless tracking for subscription stores Headless commerce doesn’t have to come at the cost of missing data. Whether your site uses a collection of headless landing pages or a full headless architecture implementation, Littledata's Shopify to Google Analytics connection is compatible with headless setups to capture Enhanced Ecommerce events and ensure a complete data match between Shopify and Google Analytics. What metrics are the most important for subscription stores? Analytics really matters when it comes to subscription ecommerce, which is why identifying key metrics is that much more important.  The three most important metrics, which indicate your store’s performance, growth, and longevity are:  Average order value (AOV)Customer lifetime value (LTV)Churn These metrics will guide your sales and marketing decisions and ultimately determine the fate of your store.  Average Order Value AOV — the average amount spent by customers when they place an order — measures sales trends and reflects customer behavior and buying preferences. This can be one of the trickiest metrics to increase. Boosting AOV is a priority goal for ecommerce teams as it directly impacts profits (and customer lifetime value).  Order value can be maximized with upsells and cross-sells, but there’s a fine line between encouraging and annoying your customers. Ecommerce tools like CartHook and subscription apps like ReCharge specialize in incorporating unobtrusive upselling into your customers’ buying experience, providing an easy solution to one of our customers’ biggest feats.  Find out if your AOV is in good shape: benchmark your ecommerce store against thousands of other brands in your sector. Customer Lifetime Value LTV is considered a “universal indicator;” it’s a comprehensive metric that encompasses the overall health of your subscription store. LTV is the best indicator of churn, best projector of profit, and best aid in decision making.  When it comes to marketing and sales decisions, LTV helps you easily identify which products and channels are your top performers and bring you your most valuable customers.  Find out how you can use Littledata’s custom dimensions to calculate customer lifetime value with your data in Google Analytics. Churn For subscription stores especially, Shopify stores live and die by churn — the rate at which subscribers stop subscribing to your store. Churn is the flip side of your retention rate, revealing how many customers shopped with you and didn't return.  Your churn rate is a critical indicator of the health of your subscription business, reflecting its overall viability in the long run.   Where to see the data Data is everywhere. But at Littledata, we believe that you should have full ownership of your own ecommerce data. Unlike reporting tools that focus on external data storage or complicated interfaces, Littledata automatically audits your setup, fixes your tracking, and leaves it where it should be: with you.  From discovery at the source to events throughout their shopping experience — our combined server-side and client-side tracking captures data at every touchpoint and sends that data directly to Google Analytics or Segment.  If you’re using our Google Analytics app for Shopify, you can see that data directly in Google Analytics, Google Tag Manager, or your favorite reporting tool that works with GA, like Google Data Studio. If you’re using our Segment app for Shopify, you can send data to hundreds of Segment destinations for analysis or remarketing. Apps to fuel your ecommerce subscriptions Both Shopify and BigCommerce have a wide array of plug-and-play subscription apps that make it easy to boost your store’s performance; Littledata has built connections with the top subscription services in ecommerce to equip your team with the tools needed to make data-driven decisions. ReCharge ReCharge is a leading subscription management app, designed to let your store offer subscriptions with a few clicks. Since 2014, merchants of all sizes have used ReCharge’s billing and payment solutions to grow their business by increasing customer lifetime value and reducing customer churn.  ReCharge has helped to power the growth of industry-leading brands like Wild and Grind through their revenue-boosting tools like upsells, SMS and email notifications, and actionable subscription insights.  Check out our interview with Teddy Robinson, CMO and Creative Director of Grind, and find out how they harnessed accurate data to grow their monthly subscriptions by 50x in just three months.  Bold Subscriptions Bold Subscriptions helps merchants to generate predictable recurring revenue and build customer loyalty with a customizable subscription program that’s unique to your business.  The app is compatible with multiple ecommerce platforms, integrates with over a dozen payment gateways, and allows merchants to craft any subscription program with API customization. Bold Subscriptions is widely used across ecommerce platforms by brands like Wulf’s Fish and Staples Canada. Ordergroove Ordergroove is a recurring billing solution that helps merchants maximize subscriber enrollment, grow their AOV, and boost customer retention. Ordergroove allows customers to create a personalized subscriber experience through promotions, rewards programs, and more. It’s a popular solution for larger brands — like Yankee Candle and Kind Snacks — and offers a range of integrations to help brands scale. Smartrr Smartrr’s subscription ecommerce app is designed for Shopify and Shopify Plus merchants to offer personalized subscriptions to their customer base, allowing subscribers to manage their recurring orders, providing gifting options, and offering upsell add-ons and product swaps that increase customer satisfaction.  Their no-code approach makes it easy for early-stage ecommerce stores — like Misfits Market and Sanzo — to hit the ground running with subscriptions.  Paywhirl PayWhirl provides powerful widgets & tools to manage your recurring billing. Paywhirl helps ecommerce stores sell subscriptions, pre-orders, payment plans, and more.  Rebillia Rebillia makes subscription easy by giving customers the option to save payment information for future purchases, subscribe to their favorite products or services, and send powerful, automatic recommendation emails according to purchase history. Rebillia empowers major brands like Charmin and Gillette to sell by subscription. So what's next? The rise in subscription ecommerce is just heating up; what better time than now to launch your subscription store? From subscription management to analytics and more — there are tons of apps across Shopify and BigCommerce to help you scale your business.Take the first step towards making data-backed decisions with your 30-day free trial with Littledata.

2021-10-14

The Ultimate Guide to connecting Segment to Redshift (and other powerful analytics tools)

Cloud data warehouses offer a way for ecommerce companies to scale as the size of their data increases, promoting unlimited storage space, cost optimization and analytics horsepower. But where do you start? Are there no-code solutions that are also best-in-class? Segment is an increasingly popular way to connect website data to a data warehouse such as AWS Redshift. In this guide we'll take a close look at exactly how this works, and the pros and cons for your longterm company data needs. Using Segment to connect Shopify to AWS Redshift What is Segment? Segment is a powerful Customer Data Platform (CDP) solution, but it's also much more than that. Segment provides businesses the ability to organize customer activity events from various platforms to a broad range of destinations, One of those destinations can be a data warehouse - an ecosystem that serves as the centralized source of data collection. This includes the big three: BigQuery, Redshift, and Snowflake. The technology focuses on the tasks of collection, storage, and management of business data - with the purpose of turning operational data into meaningful information. For any company looking to harness the value of the activities gathered inside their CDP, it’s a no-brainer that bringing a data warehouse into the mix is the next best step. Amazon Web Services (AWS) and its data warehouse offering, Redshift, remains the market leader in this space because of its compatibility with data integration pipelines and analytics tools. One of your Segment destinations can be a data warehouse such as AWS Redshift For ecommerce sites this can be difficult to implement manually (not to mention maintenance time, costs and complexity!), but Littledata's Shopify source for Segment does this automatically. With Littledata’s capabilities, you have the ability to direct, track, and identify custom events across all critical customer activities, including across your Shopify website, whether that's a simple Shopify instance, a headless Shopify setup or multiple country stores doing international sales. Coupling that with Segment’s unified CDP takes powerful data to activation, and the ability to direct platform data to marketing channels for increased engagement, conversion and retention. Whether you want to use a data warehouse for deep analysis, audience building or real-time recommendations, Littledata + Segment + Redshift is a proven solution for Shopify stores. Setting up your Redshift data warehouse Segment's documentation portal gives a step-by-step breakdown of provisioning a Redshift cluster, configuring a database user, securing data ingestion, and providing a path to data collection into your Redshift instance. Breaking the process down in digestible chunks, here are the necessary steps to go from data to data warehouse: Choose the best instance for your needs: Dense vs. Compute StorageProvision a new Redshift Cluster: 5 simple steps from start to finishCreate a database user: Creating a user to manage your instanceConnect Redshift to Segment: Select sources, credentials, and go Redshift allows users to start small and scale up on-demand as needs grow Collecting events in Segment Event tracking is a critical part of the data collection process. Creating a plan tracking plan associated with measurable business outcomes, such as acquiring new customers, increasing retention and activating new leads, and mapping those outcomes to business goals, is an important step in the data journey. Understanding this relationship will provide guidance to the relevant events or actions that must be configured to successfully track. With Littledata's automated solution, you can avoid the blocking-and-tackling of configuring the best-in-class event strategies surrounding (client side) device-mode and (server side) cloud-mode events:  Device-Mode events include Cart Viewed, Page Viewed, Product Clicked, Product Image Clicked, Product List Viewed, Product Shared, Product Viewed, Products Searched, Registration Viewed, Thank you Page Viewed Cloud-Mode events include Checkout Started, Checkout Step Completed, Coupon Applied, Customer Created, Customer Enabled, Fulfillment Created, Fulfillment Updated, Ordered Cancelled, Order Completed, Order Refunded, POS Order Placed, Payment Failure, Payment Info Entered, Product Added, Product Removed To streamline the process for ecommerce sites, Littledata's tracking script automatically sends events to Segment through its analytics.js library, making it easy to collect all the critical event activities associated with a customer’s store journey - from browsing behavior through the checkout funnel and repeat purchases (including recurring billing for stores selling by subscription). Additionally, from every event where this is an identifiable customer (from both device-mode and cloud-mode), Littledata will send an Identify call - the identification of a customer when the customer logs into your storefront, a last step of the checkout process, with the order, and also after a purchase with a customer update. With Littledata’s streamlined modeling, data can be accurately represented and pushed to downstream destinations, such as marketing activation channels and data warehouses.  [subscribe heading="Littledata connects Shopify to Segment and your data warehouse" button_text="Book a demo" button_link="https://www.littledata.io/app/enterprise"] Connecting Segment data to your data warehouse Now that your Redshift instance is up and running, the next step is to connect to Segment and start collecting data into your data warehouse. There are two ways to complete this step - one, through Segment’s native migration, and the other, utilizing no-code data pipeline tools (recommended). Whichever process you choose, you will have the opportunity to push data out of Segment into your data warehouse environment and start utilizing it across your business. Option 1: Segment’s native migration  As mentioned, Redshift data warehouse is one of the many destinations that Segment can send data to. You can directly connect to Redshift from within Segment to stream event data.  Segment’s catalog provides direct integration to best-in-class data warehouses Essentially, it’s as simple as: Login to your Segment App and proceed to the Catalog sectionIn the top menu, choose DestinationsSelect Redshift in the Storage Destinations list After configuring your user permissions and selecting the data sources you would like to sync, you’ll enter in your credentials and connect to your data warehouse. Voila! Data will now be continuously replicated into your Redshift instance based on your plan: Free: Data refreshed (synced) 1x per dayTeam: Data refreshed (synced) 2x per dayBusiness: Data refreshed (synced) as fast as hourly As for historical data, all plans will allow loading up to 2 months of your historical data, with the Business plan allowing for full historical backfills. Since Segment provides an environment to support many, it requires a premium plan to collect complete history and sync data real-time. Segment’s infrastructure is suitable for instantaneous data collection to downstream points Option 2: Leverage data pipeline services The second way to get data out of Segment into your data warehouse is through data pipeline platforms. Data pipeline or ETL (Extract, Transform, Load) platforms, provide prebuilt integrations to over 100+ enterprise software sources, and focus on a maintenance-free structure where replica data is automatically transformed, standardized, and normalized on collection. The automated adjustment to schema and API changes, allows business users to streamline developer tasks in a no-coding required environment. Companies like Stitchdata ("Stitch") and Fivetran, leaders in the space, provide frictionless, subscription-based memberships that allow integrating data to data warehouse destinations convenient for any business size. ETL platforms streamline data from end-to-end and require limited technical lift To set up, simply sign into your console, click on the Segment icon in the available integrations, and enable. You will automatically be pushed into the Segment tool to confirm authorization and (another voila!) data will begin replicating.  Stitchdata’s user-friendly interface for connecting platforms to destinations The benefits of cloud-ETL platforms, not only include their out-of-box integrations, but the list of features included to help visualize, maintain, and support ongoing data integration tasks: Over 100+ database and SaaS platform integrationsIn-app support including email alert monitoring and support SLAs14-day free trial to kick-off and vet the platform prior to fully onboardingSOC2 security compliant, encrypted communication and an AWS cloud backed environment Ecommerce data With the appropriate event tracking configured at data collection by Littledata, your data can be properly analyzed for ecommerce store performance. The downstream output can be properly displayed by: Customer behavior before, during and after purchaseOrder performance relative to average order value, add-to-carts, average order size, and cart abandonmentShopper engagement including product views and purchasesCoupon and discounting activitiesCustomer checkout funnel and stage of drop-offConversion rate and lifetime value With the emphasis on accuracy completed at the inception data collection stage, the ability to produce the above areas of performance becomes that much more straightforward. This means spending more time analyzing and visualizing data, then transforming and modeling data for analytical use.  Empowering your data Once your data is available in your data warehouse, replicating frequently, and building history, it’s time to utilize it. That can come in a number of various opportunities, depending on your business needs. Most notably, companies will focus on transforming data into actionable blocks and pushing into business intelligence (BI) tools.  Transformation To properly stitch event data together - say in the case to tie all interactions by a site visitor to achieve multi-channel attribution - companies can leverage existing packages that transform, marry and enrich data points. These packages - or prebuilt libraries - produce powerful results that end up restructuring data from their raw state to analysis-ready. Fishtown Analytics’ product dbt does just that, performing user-stitching, simplifying data structures, and speeding up data modeling to use instantly within reporting, analytics, or machine learning applications.  Leveraging transformation can streamline data modeling and enrich data for analytical-use BI Tools Companies usually begin the conversation here, “I’d like to see a dashboard like X” or “Can we get a report showing Y?”. In fact, what they are looking for is a way to properly view data in digestible, actionable views. BI (Business Intelligence) tools do just that - whether it’s through data visualizations (dashboards), self-service analytics, or prebuilt reporting. Enterprise BI and SaaS tools like Looker and Tableau (like outlined in the table below) create the speedy path to data viewing. They can be simply connected to a data warehouse and publish dynamic views for instant performance tracking. Data can be presented in dashboards across many dynamic charts, tables, and graphs BI Tools Breakdown CategoryVendorsBreakdownMarket LeadersTableau, Looker, PowerBI, Mode, DatabricksEnterprise tier platforms with extended featuresRisersDomo, Klipfolio, Kissmetrics, SigmaSaaS-oriented products with cost on user and dashboard usePrebuiltGlew, Daasity, Dashthis, Rubix3Ecommerce focused with prebuilt visualsOpenDataStudio, MetabaseOpen-source/no-cost platforms So a straightforward reporting and visualization solution with the setup we've described in this article, would be to connect Shopify to Segment, then Segment to Redshift, then Redshift to Tableau. Learn more about how to connect BI tools to your Shopify data in Segment, whether as a Segment destination using alias calls or a dynamic view pulling from data in your warehouse. Another option is connecting reporting tools directly to Google Analytics data in parallel with your Redshift setup (for example, use Tableau on top of GA for marketing analysis and Looker on top of Redshift for deeper analysis and predictive analytics). Building for the future Companies that put an emphasis on building the foundational components of data ingestion, management and analytics early on see many benefits. Primarily, you are able to increase your ability to measure and understand your business properly. Data warehouses provide an opportunity to collect all of your store, site, customer, marketing, other relational data - all in one place. This creates a centralized view of your business and gives an upper hand to companies looking to take a data-driven approach to growth. Cloud tools and no-code options remove the need for technical resources, freeing up dollars that can go elsewhere without sacrificing the ability to use and analyze data. No matter the size of your business, taking data seriously is the first step to empowering your business for the future. Data warehouses are no longer the property of only mega enterprises. Want to build a modern ecommerce data stack but not sure where to start? Get in touch for a free consultation. [subscribe heading="Littledata connects Shopify to Segment and your data warehouse" button_text="Book a demo" button_link="https://www.littledata.io/app/enterprise"]

2021-04-02

The growing Polish ecommerce market

What does the future of ecommerce look like in Poland? This week, I was honored to be invited onto a panel discussing ‘Riding the Wave of Ecommerce into the Future’ as part of the Ecommerce Trends Summit. Organized by MIT Sloan Management Institute Polska and the ICAN Institute, the summit offered a timely forum about ecommerce for a country rapidly undergoing digital transformation. As with all countries, Poland has seen a massive shift online post-Covid, and predominantly offline companies are scrambling to catch up with online-first retailers. These laggards were behind on use of modern ecommerce platforms like Shopify, but are now catching up fast as they understand the true cost of maintaining an excellent web channel. Since Shopify launched local language versions of their store admin in 2019 it has been a more popular choice for Europe-based companies, and Shopify is now heavily marketing in France, Germany and other countries. Many brands are extending across these markets, and at Littledata we've built multi-currency tracking into our main SaaS product for Shopify merchants. In the Shopify world, each country site is a separate-but-connected "country store" for localized shopping and payments. I’d expect more Polish companies to migrate to Shopify or other cloud solutions (WooCommerce, BigCommerce, etc) in the near future. The larger brands will likely choose Shopify Plus. [note]See the ecommerce trends we've identified during the COVID-19 crisis[/note] The other themes of the panel were more general to retailers globally: stores need smarter marketing, better personalization and a more unique sales proposition as competition heats up. In addition, Amazon.de (Amazon Germany) is just as big a threat to individual brands as elsewhere, but that makes it just as important for stores to own their own customer channel and direct brand experience. And that means running their own online store. Let’s hope Littledata gets to do more business with Polish ecommerce sites soon! [tip]Book Littledata CEO Edward Upton as an expert ecommerce speaker at your next online event[/tip]

2020-09-11

Lunch with Littledata: Q&A with Casey Armstrong, CMO at ShipBob

This week, we're continuing our Q&A segment: Lunch with Littledata! We recently caught up with Casey Armstrong, CMO at ShipBob, to chat about the Shopify world, fulfillment, decision-making during COVID, Shopify analytics, and more. ShipBob is a tech-enabled 3PL that fulfills ecommerce orders for DTC brands; their mission is to make Shopify stores feel more successful online by providing reliable fulfillment solutions, warehouses near customers to help transit times, shipping costs, and the overall delivery experience. ShipBob also has a strong Shopify integration. [tip]Check out Littledata's top-rated Shopify app for Google Analytics -- with advanced tracking for Shopify Plus[/tip] Let's dive right in! Q: Has ShipBob’s core market changed during the crisis? Our core market has not changed since the COVID-19 pandemic started, but our core market has grown considerably. The reliance on selling direct-to-consumer and ecommerce has been steadily increasing year-over-year and now everybody who was hesitant or putting it off has to adapt immediately. "The reliance on selling direct-to-consumer has been steadily increasing" In addition, buyers are creating habits and becoming more comfortable buying online. This will impact retail forever. There is no going back to the percentage of retail occurring offline in the US. Q: Are you still seeing a big uptick in AOV when customers migrate to using ShipBob's fulfillment solution? This varies greatly by merchant, but by offering free shipping, fast shipping, or fast and free shipping, we have seen merchants see increases in AOV from 17% and up to 98% in extreme cases. Q: If you were personally to start an ecommerce business in North America right now, what would you sell? Happiness :) Q: What's the most common misconception ecommerce businesses have about fulfillment, or just 3PL solutions in general? The biggest misconception is that they have to be doing a lot of volume. That is not the case. In fact, ShipBob was built to democratize fulfillment for all ecommerce merchants. We have customers that are doing 50 shipments per month and customers that are doing well over 50,000 shipments per month. They both have access to the same fulfillment center network, run by the same warehouse management system, and they see everything in the same merchant application. Plus, we charge $0 for all of our software, including all integrations and our analytics tools. Q: Are a number of your Shopify merchants selling by subscription? Which apps are they using? Yes, we have a lot of merchants utilizing subscription offerings, so they can increase customer LTV and have a more predictable revenue stream. The most common applications we see now are ReCharge and Bold Subscriptions. [tip]See how you can track your subscription data with complete accuracy.[/tip] Q: Any tips for merchants who might be new to ecommerce? Know your numbers: COGS, customer acquisition costs, and fulfillment costs. Sounds basic, but if you don’t know your numbers, you can't efficiently scale your business or know which levers to focus on!   Quick links Littledata's partner program for Shopify Plus agencies and tech partners Free ebooks about how to improve Shopify analytics Headless Shopify tracking with Littledata

by Ari
2020-08-20

Lunch with Littledata: Q&A with Chase Clymer, Co-Founder of Electric Eye

This week, we're continuing our Q&A segment: Lunch with Littledata! We recently caught up with Chase Clymer, Co-founder of Electric Eye, to chat about the Shopify world, headless commerce, decision-making during COVID, Shopify analytics, and more. Chase also leads the charge at Honest Ecommerce, a weekly podcast where he provides store owners with honest, actionable advice to grow their business. A number of Electric Eye's clients use our Shopify app for Google Analytics, and as a matter of fact,we recently partnered with Honest Ecommerce to assemble a list of the 8 best apps to help you scale in 2020, whether you run on Shopify or Shopify Plus. Let's dive right in! Q: How did you start Electric Eye? We borrowed the name from a Judas Priest song when clients got confused who to send money to for projects. We started the way most agencies start -- by complete accident. My partner Shawn and I ended up with a handful of freelance ecommerce clients, all on Shopify. We were tackling improvements and marketing and eventually it evolved into a business. That was about 5 years ago. We still have the same core values, with a few extra now. We started because we wanted to run a business that made us happy and truly helped people.  Q: Has your offering changed during the pandemic? Our focus has been on ecommerce and the pandemic has really highlighted the importance of ecommerce, so we've been a bit busier lately. Our offer has not changed at all: we increase sales for ecommerce brands. We create Shopify-powered sales machines with strategic design, development and marketing decisions. We have been a little more friendly when it comes to terms for our clients, as some of them need to make investments now to pay off later.  Q: Is headless ecommerce just a passing fad? That's a great question. I don't think headless ecommerce is a fad. I've been learning all about it lately from our Lead Developer. It has its place, but like everything in technology, it's just a tool. No tool will fix underlying issues. Using all the buzzwords on your store build won't make your product not suck or fix your marketing. Focus energy there.  Using all the buzzwords on your store build won't make your product not suck or fix your marketing. Focus energy there.  [tip]Did you know Littledata tracks headless Shopify setups in both Google Analytics and Segment?[/tip] Q: What's one episode you'd recommend for merchants who haven't yet heard your Honest Ecommerce podcast, and why? I'd probably recommend our most popular episode with Joe from Speedboostr where we talk about optimizing Shopify stores and automation. In this one, I feel like I've finally hit my stride and as someone who can actually host the podcast (haha).  Q: And one more just for good luck? Our second most popular episode is actually the first episode we ever recorded with Kurt Elster. We chat about 'revenue optimization' for Shopify stores -- and who doesn't want to make more money?  [tip]Check out Littledata's co-founder Ari Messer's chat with Chase in Honest Ecommerce episode #21[/tip] Q: Why are so many musicians interested in tech? I think it comes down to the DIY nature of most bands. You're so broke, you have to learn things just to get them done. I believe a lot of brands should do that too. Learn the basics about anything you're going to hire out so you can talk effectively about how your investment is going to create a positive ROI.  Q: When's the best time to hire a Shopify expert? After you've found product / market fit. Simply put, this means you're seeing real sales from actual customers. This would be a good sign you've got an actual business. Nobody is going to build a business for you. It takes hard work, and you've got to do that work, or you're not going to get any results.  Q: How important are analytics to your clients? What tools do they use?  Analytics are extremely important and I could rant all day about certain ones in certain places, but in short, we try and focus on three main KPIs: Conversion rate Average order value (AOV) Traffic These three numbers run an ecommerce business. I've got a video on YouTube where I go more in-depth about it. Improving those metrics is where you should focus your time and energy. Shout out to lifetime value (LTV / CLV) as well, but that's getting a bit more complex haha.  [tip]Selling by subscription? Here's how you can calculate LTV in Google Analytics for your Shopify subscription store[/tip] As far as tools go, Google Analytics is an amazing tool. It's free and more robust than almost anything else on the market. It's just a bit overwhelming to set up and use correctly. We also pull a lot of numbers straight from native applications or advertising solutions, such as Klaviyo and Facebook Advertising.    Quick links Littledata's partner program for Shopify Plus agencies and tech partners Headless Shopify tracking with Littledata Import Facebook Ad Costs to Google Analytics for complete marketing data Resources for COVID-19 and ecommerce

by Nico
2020-07-16

Lunch with Littledata: Q&A with Chad Rubin, CEO of Skubana

This week, we're kicking off a new Q&A-style segment on the blog: Lunch with Littledata! We sat down (virtually) with Chad Rubin, Co-founder and CEO of Skubana, a multi-channel inventory management and ERP software working largely in the Shopify ecosystem. Let's dive right in! Q: How are your customers handling COVID-19? Thriving? In a drought? Somewhere in between? What we're seeing is essentials thrive. Brands that are providing non-discretionary necessities in the household are doing exceptionally well, and that's where we're building our pipeline. But also it's how Skubana has historically been built, through customers selling essential finished goods across multiple channels with multiple warehouses. Overall, what you're seeing in ecommerce is a shift of spending behavior. With quarantine in effect, the only way to purchase right now is online, not in store. So while ecommerce isn't necessarily immune to recessions, given the pandemic, we're seeing customers on the Skubana platform behaving in a way that is inconsistent with what we'd expect in an economic downturn. Q: How has Skubana adapted to the pandemic era? Honestly, as a retail operations platform, we're at the epicenter of this rush to be online and supply this surge in demand. Skubana enables both brick-and-mortar and online purchases, whether that's on Shopify, Amazon, eBay, you name it. As a business, we're also extremely focused on our employees. Once the risk of COVID-19 was made clear in early March, we implemented a company-wide work from home policy. It was the first time we allowed that to happen. And I believe that it's going to become the future of this company, to flourish "remotely." [note]At Littledata, here's why we believe remote work is more productive[/note] We've been able to adapt pretty quickly from a company perspective, but it's not all rosy. We've already had some disappointing casualties from customers who have been on our platform for years. So while there's a lot of momentum and encouragement, there are some cases where customers have closed-up overnight or have sought relief. And we work with those individual customers to help them see this through, given the circumstances. We've been very action-oriented and proactive in our efforts to make sure that they come out of this alive and in business. Q: You also run your own DTC store on Shopify. As a seller, how do you mitigate the costs of unpredictable shopper behavior, both before and after checkout? In addition to co-founding Skubana, I also run a direct-to-consumer home essentials e-commerce business called ThinkCrucial. So it's great that ThinkCrucial is an "essential" business. We supply home appliance parts and accessories. Again, we're right in the epicenter of panic buying, of people stocking up. And a symptom of that could be stock-outs. Luckily, we have  Skubana to forecast the demand, to mitigate if we're running low on certain channels, to allow us to be flexible with inventory deployment, and so on. So that's been just an incredible case study for us. It has automated our entire business and allowed us to be more efficient and resilient. I initially built Skubana because of these issues I was experiencing with ThinkCrucial. I was unable to find a solution that could help me with all of these things at once. Another cool thing that we've done is implement the  Bold Upsell app. Within the Skubana platform, it's easy to identify high-velocity products that people are buying all the time, especially in this environment. And we've been upselling those people with additional products that they should be buying as well. And that strategy has worked very well for us. That's a simple app that we've installed that we didn't have pre-COVID that has increased AOV for us. [tip]Did you know Littledata has an advanced Google Analytics connection for Shopify and Bold subscriptions?[/tip] Q: What are some "hidden" challenges of cross-border ecommerce? And some underrated solutions? First, I just want to shout out one more app that I think we've been leveraging more heavily during this time which is called  Tone. It's a Shopify app that leverages SMS to re-engage customers who abandon their cart. So as people abandon their carts, we've enabled this app to catch that customer that left to get them back into the sales funnel, which also lowers acquisition costs. We've been able to recover lost dollars and lost baskets because of it. [tip]Struggling to reduce cart abandonment? We have you covered[/tip] In terms of cross-border commerce, it's been just business as usual for us. I think everyone's well aware that there are fulfillment delays during this time as warehouse employees are social distancing, and air cargo availability has decreased. The most important thing you can do is make sure you have the infrastructure to enable the movement of parcels. And of course, we use Skubana to make that happen. [tip]4 tips for Shopify Plus merchants selling internationally[/tip] Q: What are some "tricks of the trade" larger stores use (especially those running on Shopify Plus) to handle busy shopping seasons? This virus is preying on weak businesses. We've seen that COVID-19 is having the biggest impact on retailers that don't have their operations buttoned up, and still working with inefficiencies. One of those weaknesses is that people aren't leveraging technology to replace low-value, repetitive tasks. Right now, people should be leveraging any downtime to reinforce and build the foundation of their business with resilient operational software. That means implementing software that is nimble, agile, and not painful to deploy. Software that connects to all of their channels and warehouses to properly forecast and demand plan. That's table stakes right now. On top of that, brands need to focus on technology that facilitates customer connection and retention. You need to reach out to those customers and communicate with them to convert them into buyers. And not just one-time buyers, but consistent repeat buyers, which of course, extends their lifetime value (LTV). We're looking at new apps all the time on Shopify. We already have our foundation built on Skubana, but we're constantly trying to figure out how we "one-up" others and excel or accelerate our progress in this environment. Q: How does ecommerce look different for larger Shopify stores vs. smaller/mid-sized stores right now? So I think this downturn has been beneficial for many small businesses. I see good and bad with these unprecedented circumstances. We know that Shopify stores have been seeing Black Friday traffic every day of this pandemic. Additionally, we saw Amazon restrict certain items to FBA, which ultimately reinforces the need for diversification and a multi-channel strategy. Those that are positioned and diversified across multiple channels that have the right infrastructure to be able to support this uptick have been able to benefit. And a lot of those SMBs have built their sites on Shopify, so I think that's a huge positive for the small to medium-sized businesses.  We saw sellers who focused exclusively on Amazon become significantly affected because they couldn't replenish the products during the FBA block. Also, Amazon didn't let you add new listings to their catalog for some time. So actually, we saw sellers move to Walmart and eBay because they were able to accept new products onto their platform. So a lot of new merchants and brands embraced other channels during this period and opened up. Another thing to note is that Google started offering free product listings. So I think that there might be a shift coming out of Coronavirus to expand as an SMB across many other channels. Q: How important is it to have accurate Shopify tracking & reporting? It's essential. If you're using multiple point solutions, like a purchase order app or a forecasting app, and you're just duct-taping them together, but they were never meant to talk to each other, your data is not going to be accurate. If you're using multiple point solutions, and you're just duct-taping them together, but they were never meant to talk to each other, your data is not going to be accurate. I've tried every other software out there. I developed Skubana out of the pain that I've experienced deploying those other point solutions and those fragmented pieces of software. Having everything in one place is vital so that you're able to ensure your products are in-stock and making you money. It means you are not spending your precious time doing manual labor to calculate how much inventory to reorder, when to buy, where to ship that new inventory to, which vendor needs the most lead time, etc.  [note]Here's how you can get 100% accurate Shopify tracking[/note] Q: How do Skubana customers (merchants) use tracking to optimize performance? When you have a holistic solution for every part of your business, you're able to make more decisive decisions regarding growth, expansion, replenishment, and even cutting back. When you have a holistic solution for every part of your business, you're able to make more decisive decisions regarding growth, expansion, replenishment, and even cutting back. You need to have accurate data not just on orders coming in but on the  inventory available across all warehouses, 3PLs, FBA, and fulfillment operations. Automating that is invaluable. And replacing human labor so you can have your team doing higher-value activities is the name of the game. To survive this, you need a resilient business that can scale as needed. As a retailer, you have to be more efficient with your staff and your business, and that's what Skubana merchants are doing with our platform.   Quick links What you can track with Littledata's Google Analytics app for Shopify Littledata's top-rated Google Analytics app for Shopify Try Littledata free for 30 days (full month of accurate Shopify data)  

by Nico
2020-05-19

How COVID-19 has affected Shopify stores so far

In the wake of COVID-19, things in the ecommerce world are hanging in balance. We've been encouraged by businesses and agencies in the Shopify ecosystem stepping up to pool their resources and talents to help more vulnerable store owners (e.g. see how Shopify is helping, as well as Offline2On, an initiative we're involved with at Littledata). But, since we're analysts at heart, we wanted to take a closer look at recent sales trends among Shopify stores to see the impact COVID-19 is actually having on shopping behavior. Shopping behavior during COVID-19 While some stores have seen a surge of shopping activity and orders, others have struggled to match their normal volume. With no end in sight to the global pandemic, many shoppers are choosing to be frugal with non-essential spending. To find out how many Shopify stores were either surging or struggling to stay afloat, we broke down the data, week over week, from Q1 2020 (8 weeks total). We focused on: Order volume Average order value (AOV) We chose these metrics in particular because they're two of the strongest indicators of overall shopping behavior. [note]See how Littledata is responding to COVID-19 to help ecommerce sites survive and thrive during the crisis.[/note] We sampled 200 Shopify stores from across 5 different industries: Beauty Food and drink Health and fitness Pets Style and fashion But before we drill down data by industry, let's look at ecommerce as a whole. Global ecommerce trends and observations While global ecommerce has experienced an increase in order volume over the past 2 months, you can see the recent, steady decline in AOV during the same period (though it has mostly remained unchanged since Feb). It's possible the spike in order volume is due to social distancing, as country after country institutes their own version of stay-at-home orders. Interestingly, AOV's decline could be due to shoppers squeezing their wallets a bit tighter during the pandemic. With uncertainty looming in just about every area of life, some marketers believe shoppers are more reluctant to spend more per order; they're mostly sticking to "essential" purchases. Shopify order volume & AOV by industry The first graph below shows change in order volume by industry. The second graph illustrates changes by average order value, also segmented by industry. Beauty From the middle of February to now, the beauty industry seems to have leveled out in terms of orders. This is a pretty standard showing for beauty, which does not seem to be drastically affected by COVID-19 so far. The beauty industry's AOV may have seen an early drop, but has been steady since. Food and drink Food and drink likely experienced the rise in order volume the past few weeks due a the surge of worrisome shoppers; global uncertainty about the pandemic means grocery stores and supermarkets were packed for weeks as people stocked up as much as possible. Many subscription boxes (and meal replacement brands such as Soylent and Huel) have also seen a surge in order volume. However, the industry has hit a steep decline in the week since. A slight increase in order value overall, but nothing alarming or surprising here. Health and fitness Similar to food and drink, health and fitness saw a spike in AOV a few weeks ago that has since led to a steady decline. With no end in sight to the pandemic, this may continue as people opt to do their workouts at home and spend less on non-essential nutrition supplements and apparel. Pets Interestingly, the pets industry sank into a trough through most of February and March in terms of order volume, but has remained steady in terms of AOV. Style and fashion Style and fashion is looking like the "trendiest" industry (bad pun, I know) since early February, with a sudden spike in order volume (about a month ago) followed by a sudden drop. Style and fashion stores may see a resurgence soon, but it's too early to tell if this shopper behavior was due to COVID-19. As you can see, average order value has increased over the past few months in this space. So what's next? Over the next few months, we'll analyze the data from Q2 for a bigger picture of COVID-19's affect on Shopify stores. In the meantime, check out our benchmarks for Shopify stores and general website performance benchmarks. These tools are designed to help you gauge your site performance, as well as metrics like AOV, ecommerce conversion rate, mobile search bounce rate, server response time, and more. Stay tuned for new Shopify data analysis soon!

by Nico
2020-04-03

Try the top-rated Google Analytics app for Shopify stores

Get a 30-day free trial of Littledata for Google Analytics or Segment