3 ways to start using first-party data for ecommerce

First-party data is the buzzword floating all about the ecommerce world—and for good reason. As you probably know already, third-party cookies are soon to be no more. Add in the overhaul that iOS 14's tracking opt-out and other intelligent tracking prevention brought about, and getting accurate metrics on attribution and customer behavior looks a whole lot different to marketers than ever before. That's where first-party data collection comes to the rescue to save your campaign reporting. First-party data is data you collect directly from a user, and it's about to become the standard for data collection across the ecommerce landscape. To help you learn more about first-party data—and start using it yourself—we have three helpful posts covering different first-party data solutions and how they fit into your marketing strategy. 10 reasons to switch to server-side tracking for ecommerce analytics Server-side tracking is a method of collecting first-party data via a cloud-based server rather than by taking data directly from a website visitor's browser (known as client-side tracking). In addition to being a more secure way to process data, server-side tracking complies with new privacy regulations and is not disrupted by ad blockers. There are numerous benefits server-side provides, and we've got 10 of them for you to check out in this blog post. https://blog.littledata.io/2022/07/23/10-reasons-to-switch-to-server-side-tracking-for-ecommerce-analytics/ How to run dynamic Facebook ads with Facebook Conversions API While there are plenty of promotion methods available to ecommerce store owners today, PPC and social ads still reign supreme as the top option. From top DTC brands to small startup stores, ads are a great way to get your product in front of ideal buyers using personalized ads to convert leads into sales. Of course, ad blockers and tracking prevention has changed the way brands can leverage this tool. To help you learn how to keep personalized ads that return on spend, we have a guide on how to create dynamic Facebook ads using Facebook's Conversions API (CAPI). https://blog.littledata.io/2022/03/09/how-to-run-dynamic-facebook-ads-with-facebook-conversions-api/ How to build customer behavior reports in Google Analytics 4 Marketing methods aren't the only things that need changing in our new first-party data world. Reporting on your marketing efforts requires the same overhaul—and we can show you how to do it with the newest version of Google Analytics (GA). GA4 comes with tons of new custom reporting features and advanced capabilities previously only available to paid users. That includes the ability to use more custom dimensions to build detailed reports on customer behavior. One of the more helpful reports we recommend using is behavior reports. They allow you to see what customers are doing once they make it to your store, and what they do when they're at the checkout. Plus, setting these reports up in GA4 only takes a few minutes, as you'll see in our how-to video on creating shopping and checkout behavior reports. https://blog.littledata.io/2022/07/01/how-to-build-customer-behavior-reports-in-google-analytics-4/ [subscribe]

by Greg
2022-08-05

4 tips for creating a powerful subscription experience

Creating and delivering a memorable subscription experience is a must in today’s competitive ecommerce subscription market. Not only is the market competitive, but the ecommerce subscription model is growing. It's estimated that 54% of online shoppers have subscribed to an ecommerce subscription box. Every touchpoint that a subscriber sees and engages with is an opportunity for your brand to impress your subscribers and drive a lasting impression. Building a strong subscriber experience will help your ecommerce subscription business in a number of areas, including: Growing your brand loyalty. It is estimated that existing customers are 50% more likely to try new products and spend 31% more on average compared to new customers. By creating a powerful brand experience, you instill trust in your brand with subscribers, leading to more loyalty. Differentiating your offer. A generic subscriber experience does little to separate you from the thousands of other competing brands. By creating an engaging subscription experience, you stand out from the crowd and become memorable. Driving growth. By deploying a beautiful, frictionless subscription experience for your subscribers, you make it easier for them to shop with you. Thus, you're driving the growth that you need to take your business to the next level. While working on bringing an ecommerce subscription model to life and building out an experience may seem time-consuming and costly, it is actually just the opposite. Apps like Upscribe help your subscription business deliver a great customer experience and grow through out-of-the-box tools (more on that later). Here are four tips that you can follow to deploy a beautiful, memorable customer experience that drives brand loyalty and growth. 1. Match your subscription experience to your “regular” shopping experience When building an ecommerce subscription experience, you want to make certain what you're creating is connected to the rest of your brand's overall shopping experience. A disjointed experience could create confusion and friction in the eyes of the customer, hindering your ability to convert sales and drive brand loyalty. A mismatched subscription vs. one-off purchasing experience could lead to a few challenges for your brand, including: A decrease in the number of customers signing up for your subscription offering. Consumers could be confused as to what brand they are shopping with or may encounter friction going through the checkout process if the subscription experience feels different than the “regular” checkout process they're accustomed to. Increased churn. The enemy of any ecommerce subscription model is churn. If you're deploying a fragmented customer experience that makes it challenging for a subscriber to get what they want when they want it—they're more likely to churn from your subscription offering too. Less brand advocacy. If your ecommerce subscription model is delivering a sub-par experience, your subscribers will be less loyal to your brand and will be far less likely to tell their family and friends about it. Referrals play a large factor in growing your revenue, as it is estimated that customers acquired through referrals have a 37% higher retention rate than those acquired through other mediums. Having a brand that drives a high number of referrals puts less strain on your acquisition funnel which saves your brand valuable budget. Creating an ecommerce subscription model for your business may seem daunting, but it's actually rather easy to do. Assuming that you have an existing ecommerce business, you don’t need to build an entirely new website when adding a subscription model to it. Think of creating a subscription model the same way that you would think about adding a new product. Make sure that new product is part of the brand that you have built and that purchasing the new product (or in this case the subscription) follows the same process and path as purchasing any other item on your site does. The more connected your experiences are, the more seamless it will be for your existing customers to become subscribers. [tip]Learn how to track subscriptions in the Shopify checkout and improve the shopping experience for your customers.[/tip] 2. Build an on-brand customer portal As a fast follow to creating a connected experience, the subscriber customer portal that you deploy must match your brand aesthetics. This includes adding your brand's fonts, colors, and logos. We don't advise deploying a customer portal that has a different look and feel than the rest of your website experience. If you go down this path, it will negatively impact your brand loyalty as subscribers will be confused about what your brand looks and feels like. Creating an on-brand subscriber portal allows you another opportunity to build brand recognition and drive loyalty by enforcing what your brand looks and feels like. Plus, creating this on-brand customer portal for your ecommerce subscription business is relatively straightforward. As an example, by leveraging Upscribe's WYSIWYG (what you see is what you get) editor, a merchant can easily select their brand colors, logos, and fonts to deploy a beautiful customer experience in a matter of minutes. No need to worry about complicated, time consuming and costly coding customizations to the portal. Because Upscribe was built from a subscriber's perspective, all of the tools in the Upscribe tool kit are designed to make merchants look professional and save time. [tip]Discover 3 ways to better your subscription sales through a combination of the right strategies and tools.[/tip] 3. Make the subscription experience frictionless While aesthetics are important and highly visible, it’s just as important that the actual subscription experience is as frictionless as possible. Not only will this make subscribers' experience better—it also helps to reduce the customer support debt your team could face. We’ve all been locked out of an account or forgotten a password. In fact, a recent survey indicated that 65% of respondents will forget a password unless they write it down. Prevent this issue from happening in the first place by enabling Passwordless Login for subscribers in just a few clicks. Once enabled, when a subscriber wants to get into their account, they will get a secure email sent to their inbox and with a click they can login to their account, no password or headaches required. Similarly, it’s important that you meet subscribers where they are and let them manage their subscriptions directly from email or SMS. This reduces the friction of them needing to navigate complicated processes to add or edit a product in their subscription. Removing as many hurdles as possible so that buyers get what they want fast is the key to creating a frictionless and memorable experience. By implementing these tactics, you will be doing your part in creating a loyal and growing subscriber base. You'll also be more likely to see a jump in the metrics that matter most for your ecommerce subscription business, including average order value (AOV) and customer lifetime value (LTV) since you will be making it simple for your subscribers to add items to their subscription. [tip]Learn to leverage these metrics and more with our complete guide to subscription analytics.[/tip] 4. Leverage your data to deliver subscribers smart recommendations Whether you use Klaviyo or another email service provider, customer data is more readily available than ever. However, it is not enough just to have access to the data. It’s important that you use your customers' data to deliver smarter, more personalized recommendations to them to make their subscription experience better. Doing so will not only grow your business, it will make your subscribers more loyal. Here are a few examples of ways you could engage with your subscribers to deliver them a more personalized and memorable experience: Send them a message on the anniversary of the first time they purchased a subscription from your brand. This small engagement point can go a long way in making a subscriber feel special and is a great way to differentiate your ecommerce subscription model from other competitors. Provide subscribers a discount on an item that goes well with their subscription. For example, if they subscribe to receive a pound of coffee every month, send them a coupon for a new coffee mug. In the message with the promotion, talk about how the mug is the perfect accessory to go along with their coffee. Give subscribers access to an exclusive pre-sale only for subscribers. This will not only make them feel wanted and special, but it will also give you the opportunity to increase subscriber LTV—a metric that every ecommerce subscription business is after. These touchpoints and sample engagement tactics are ways to show your subscribers that they matter. Even better, they allow you to prove to them that they aren’t just another “one” of your customers. These tactics are simple to try, but go a long way in building your brand, developing loyalty, and creating an experience that subscribers won't forget. Creating a memorable experience that fosters loyalty from subscribers and charges your ecommerce subscription experience has never been easier than with Upscribe. Upscribe gives you all of the tools that you need to grow your subscriber business and deploy a beautiful customer experience in a matter of clicks. Dan is the Marketing Lead at Upscribe. Prior to Upscribe, he spent time at Klaviyo and Shopify. When he is not working, he likes to run, golf and work on his side hustle business, a sock brand named Neon Bandits.

2022-07-28

How to improve multichannel order fulfillment

Going multichannel is an important step for any growing ecommerce business. Whether you start on Shopify, Etsy, BigCommerce, or your own direct-to-consumer store, diversifying to other channels allows you to spread risk, find new markets, meet new customers, and secure your business against changing platform requirements. At the same time, that diversification can introduce a nightmare of logistics issues. Selling through multiple channels can mean overselling, needing overstock to prevent overselling, and other warehousing issues. You might quickly find that your job changes from store manager to warehouse manager. Taking steps to streamline the process will save you time, reduce inventory management headaches, and ensure your customers have a consistent and positive experience – no matter which channel they buy from. In this article, we’ll talk about leveraging outsourced solutions, mastering your distributed order management data, and other fulfillment best practices. [tip]Related reading: 4 tips for Shopify Plus merchants selling internationally.[/tip] Leverage outsourced solutions As your ecommerce store scales, you’ll have to make a decision between investing in inventory and order fulfillment infrastructure or outsourcing it. For most small-to-midsize stores, outsourcing is the way to go. It’s cheaper thanks to economies of scale, faster thanks to enhanced efficiency, and scalable thanks to wider warehouse networks. Many ecommerce organizations don’t have the budget or the resources to set up a fulfillment and distribution network. Relying on a partner that specializes in fulfillment enables you to quickly leverage infrastructure to enable the kind of fast, traceable, and reliable order fulfillment your customers want. Third-party logistics providers Third-party logistics (or 3PLs) include a range of services—all basically amounting to paying for logistics as a service. Often, this includes warehousing, pick and pack, fulfillment, and returns handling. 3PL providers may also maintain a network of geographically distributed warehouses, allowing them to ship products from closer to the point of order. In other cases, they’ll use their own shipping networks as well. 3PLs also offer other advantages, like: Existing warehouse management software and infrastructure Shipping volumes high enough to offer negotiated postage rates from shipping providers Integrated order tracking with automated pick and pack and warehousing management Affordable packaging and labeling capabilities The ability to meet packaging requirements per channel – e.g., Amazon boxes for Amazon sales and Walmart boxes for Walmart sales. Of course, not all 3PL offer the same services. Not every provider will offer a good trade-off between control of inventory and costs. However, you can research and choose an option that suits your business well. How to find the right fulfillment partner Your fulfillment partner should be a partner to your organization. This means they should be able to adapt and make changes for your business, should meet all existing needs, and should have a growth plan in line with your own. In addition, you’ll want to look for: A warehouse management or inventory management system that integrates into your own software solutions AND sales platforms Order tracking capabilities in every market you sell in Support for features/offerings you need (geographic locations, type of inventory, certifications, returns, etc.) Flexible order fulfillment options (so you can offer different types of shipping, different packaging, etc.) Packaging and labeling options (for custom branding, packaging inserts, discounts, return labels, etc.) Data-driven inventory management/analytics (so you can see costs, rate of sale, inventory flow, etc., to better inform your own inventory automation and planning You’ll also want to look for an organization that is communicative, able to respond to your growth, able to adapt features to meet your needs, and otherwise able to be a partner rather than solely seeing your business as another revenue stream. [tip]Littledata provides accurate and deep analytics on every aspect of your store, from the customer journey through to fulfillment and subscription order tracking.[/tip] Marketplace fulfillment solutions In addition to 3PLs, many marketplaces provide their own fulfillment solutions exclusively for purchases made on their platforms. Of these, the most popular comes from Amazon. Fulfillment by Amazon Fulfillment by Amazon (FBA) is Amazon’s in-house logistics service, which operates globally and is famous for lightning-fast delivery speeds. In addition to excellent customer experience, FBA provides advantages when selling on Amazon. Quality guarantees, boosts to product visibility in search, Amazon returns, and the ability to easily expand to a global market are just some of the benefits. For example, FBA listings can get the Prime badge, indicating the fast fulfillment speeds that consumers look for. However, whereas many 3PLs can accept shipments directly from your manufacturer or provider, Amazon has specific packaging and labeling requirements, so you’ll still have to be hands-on about FBA prep. Master your inventory management While a 3PL will cover fulfillment, you’ll still have to stay on top of inventory and order management. Doing so means adopting good software, deciding on an order management system, and optimizing that over the long term. While there are many options for managing inventory across multiple sales channels, you’ll normally either have to choose between splitting that inventory or using software to synchronize sales in as close to real-time as possible. To split or not to split inventory Splitting inventory is the process of creating a separate inventory or stock per channel you sell on. In some cases, this can be a good idea. For example, if you make sales on Amazon using FBA, you might run into FBA stock limits, especially during the fourth quarter. In addition, stockout events could harm your listing. Plus, if you don’t utilize Amazon’s multi-channel fulfillment solution, FBA only ships to Amazon. In this case, retaining at least some stock to ship from your own warehouse or another provider would be a good idea. You can sell at a higher volume than FBA allows – while preventing selling out of product. In most other cases, it doesn’t make sense to maintain separate inventory pools for each channel you sell on. Separate inventory pools increase costs, add overhead cost calculating delivery per channel, and increase complexity—aka the likelihood of things going wrong. For example, if your product sells more quickly on Walmart Marketplace than eBay, your product could sell out on Walmart. You’d lose sales while more inventory sits, unused, in your warehouse. Similarly, if you’re splitting inventory, you have to buy for peak sales across all channels – meaning you’ll overstock. If something goes wrong or the product loses popularity, you’ll be stuck with a lot more dead stock. For this reason, split inventory is generally avoided unless it has a practical purpose, like trialing a new channel or supplementing FBA. Utilize distributed order management software Distributed order and inventory management software is built to handle the needs of multichannel sales. Often, that means automation that uses API to synchronize inventory across channels – so sales show up in your central inventory management near real-time as possible. Here, tools like Flxpoint offer centralized product and inventory management complete with order fulfillment processes, automation, and data integration for both suppliers and sales platforms. Flxpoint also offers custom price points, categories, and product descriptions per channel, distributed order management to automatically select the warehouse nearest to the customer, and purchase order management with automation linked to total product stock. Tools like this allow you to track sales across channels – ensuring that you don’t oversell – by synchronizing and automating data import/export. When a product sells on Amazon, it updates the central inventory via API, which is then pushed out to update available inventory on all other channels. So, available inventory is always up to date. That same centralization also adds value in direct fulfillment, where orders are pulled into a centralized system and can be managed in one place. Even if you’re running your own warehouse, you can see everything in one location, making it less likely that you’d miss sales going through a less-busy channel. Eventually, that improves your full order fulfillment process, allowing you to get in control of incoming/outgoing, stock, and actual sales data across every channel. Keep an eye on sales trends A good order fulfillment solution and good inventory management software will solve most of the problems you might have with multichannel inventory management. However, there’s always room to improve by auditing sales and acting on predictive trends to optimize your logistics. Audit your sales regularly. Taking the time to understand where sales are actually happening can help you to optimize your warehousing and order fulfillment options. For example, if you know that one product most often sells on Amazon, you could move it to FBA. If you rarely sell it on Amazon, moving it out of FBA could save you significantly while improving your Inventory Turnover rating. If you know where sales are coming from, you can optimize fulfillment for that channel, that geographic location, and more. [tip]Tracking sales trends is easier when you have the right tools, like Segment's robust data reporting source which reports sales data along with detailed insights.[/tip] Invest in a cohesive buyer experience While many channels don’t require that you offer fast shipping, it’s important to offer a cohesive experience across every channel. Customers often research and look up brands across multiple channels. If you offer free 2-day shipping with Amazon Prime, most customers will choose that unless you also offer free 2-day shipping on your other website. That holds true for other aspects of fulfillment like shipping options, free shipping thresholds, customer service offerings, return offerings and other aspects. These should be as cohesive as possible across every platform you sell on – because you’re building a brand not just meeting platform requirements. Wrapping up – streamline your multi-channel fulfillment for better results Ultimately, the key to good multichannel order fulfillment is having all of your inventory management in one place, having good infrastructure with which to support that, and ensuring you have traceability between orders and delivery on every platform. Utilizing a 3PL partner and implementing multichannel inventory management software will get you most of the way there – however, you’ll still want to invest in data management so you can make smarter decisions with that centralized data. Rachel Go is a content marketer and strategist at Flxpoint, an enterprise ecommerce operations platform. Flxpoint enables merchants and brands to unify and automate every aspect of your ecommerce operations, and scale without manual processes or custom development slowing you down.

2022-07-14

3 ways to better your subscription sales

Subscription selling has taken over the collective focus of ecommerce selling in the past couple of years. Yes, the pandemic accelerated our newfound obsession with getting products delivered regularly right to our doors. But, in truth, this boom had been brewing long before now. Whether you're brand new to the subscription ecommerce business or a veteran looking for ways to get a new edge, we have three blog posts to help you better your subscription sales. Tracking Subscriptions in Shopify Checkout: Everything You Need to Know Ah, the mighty checkout. It's where the most important part of the shopping experience happens—and where you as a store owner get rewarded for all your hard work. A lot goes into creating the best checkout experience, especially if you're selling by subscription. The best way to ensure you're getting the most out of your checkout is data-driven decision-making. So to help you out, we broke down the most common questions merchants have about tracking subscriptions in the checkout. The post has everything you need to know, including: Why Shopify moved to a unified checkout The state of subscription ecommerce Customer Lifetime Value (LTV) in the subscription industry Tracking subscriptions in the Shopify checkout Subscription apps supported by Littledata https://blog.littledata.io/2021/09/02/tracking-subscriptions-in-shopify-checkout/ How to take a "Smartrr" approach to subscriptions The subscription ecommerce industry's growth is nothing short of staggering. With sales on pace to hit $246 billion in worth by 2025, it's no wonder there are so many merchants entering the arena. Before you can grab your slice of the subscription ecommerce pie, you need to follow the right strategies to build a dependable customer base and get the recurring revenue flowing. To get you started on the right foot, we called up our friend, Smartrr Founder and CEO Gabriella Yitzhaek Tegen. She's seen it all when it comes to subscription businesses of many sizes. In our Lunch with Littledata interview, she broke down how merchants can best retain customers, what the future of subscriptions holds, and how to leverage data to become a subscription-selling superstar. https://blog.littledata.io/2022/03/21/lunch-with-littledata-smartrr/ How to win with subscription selling on BigCommerce Customer retention is key to the success of any ecommerce merchant. For subscription sellers relying on recurring revenue, however, it’s essential. If you're using BigCommerce as your ecommerce platform, we have just the guide you need to drive strong recurring revenue and win repeat business. It starts with having the right sales tools in your tech stack—so to walk you through the setup you need, our friends at ReCharge put together a post on how to win big with subscription selling on BigCommerce. https://blog.littledata.io/2022/02/11/how-to-win-with-subscription-selling-on-bigcommerce/ [tip]Looking to do an audit of your tech stack to optimize for subscription selling? Chat with one of our analytics experts to see where you can improve your setup[/tip]

by Greg
2022-06-03

How to protect your ecommerce website from cyber threats

Among the many positive things to have increased online since 2020, like entrepreneurship and ecommerce demand, cyberattacks unfortunately remain among the negatives to have increased as well. In fact, the average cost of a single attack increased in 2021 to $4.24 million per breach — in total costing the global economy around $1 trillion. While some companies—ecommerce merchants included—have searched for skilled developers to beef up their cybersecurity, McAfee found in 2020 that only 44% of companies had a response plan ready in case of an attack. With the ecommerce industry continuing to see record growth, strategies on how to protect not only customers but online stores as a whole from cyberattacks have become must-haves for store owners. Below we will discuss why cybersecurity is an essential part of a successful ecommerce website, the most common types of cyberattacks, and learn about the possible solution your business can implement to withstand cyberattacks. Why cybersecurity is important for the ecommerce industry It’s hard to overstate the importance of cyber security because so many things depend on it. Beyond vulnerable company information, your store also holds data on credit cards and other sensitive customer information. The frequency and severity of data breaches have significantly increased since the COVID pandemic, as most companies moved fully remote. IBM found when remote work was a factor in a cyberattack, the cost of the damage increased by $1.07 million compared to attacks when it was not a factor. You might already be familiar with some of the most high-profile cyberattacks, like when hackers gained access to Microsoft and the US Department of Defense’s SolarWinds servers, giving them remote access to users’ devices and sensitive data. In 2020, hackers exposed almost 500,000 Zoom accounts and posted them for sale on the dark web, including customer emails, passwords, personal meeting URLs, and even host keys. Taking everything into account, it’s clear how essential it is to pay attention to cybersecurity and not underestimate the dangers of poor cyber protection. Building a dependable cybersecurity infrastructure brings peace of mind to both your store and your customers. Cybersecurity threats for ecommerce websites Cyberattacks can take on many different disguises, but here are a few of the most common to keep watch for. Financial fraud Financial fraud happens when a hacker accesses your bank account, meaning they can steal money directly or use it for illegal purchases. This kind of fraud also takes place when hackers create fake return requests, leading stores to spend heavily on fraudulent delivery charges. To prevent financial fraud, it’s important not to allow any customer credit card or bank information to be visible at any step in the buying process. Phishing Phishing has long been one of the most popular types of cyberattacks. This kind of fraud uses mass email campaigns with senders pretending to be a legitimate website—most commonly a popular brand or even a social networking site. The emails are designed to trick recipients into entering sensitive data into a fake login or form, handing hackers access to whatever sensitive information lies behind the profile login, and in some cases even bank account details. The best way to help your team avoid this problem is by teaching them how to distinguish fraud messages from legitimate emails and avoid opening them. SQL injection Hackers use an SQL injection—or an injection of malicious code to a website—to get access to a database, then change records or steal sensitive data from it. This type of attack most commonly occurs using a malicious form or link. Because SQL injections pass through existing security measures, they allow hackers to modify, move, or even delete data from your database. Malware and ransomware Malware is a virus that hides in plain sight, pretending to be a legitimate application. Relying on undetectability, they give hackers access to a device and provide a pathway to steal sensitive data. Ransomware specifically is a type of malware that limits or locks users completely out of their access to files—and in some cases, an entire device or network—until the victim pays a ransom to the hacker to remove it. Using a good firewall is a strong deterrent for malware, and it never hurts to add a malware-checking program like Malwarebytes to scan your device for existing viruses. Designated Denial of Service (DDoS) attack DDoS attacks flood a victim's website with requests, making it impossible to access. Regular DDoS attacks can harm a website’s reputation and, in turn, the amount of real traffic it receives. Using a DDoS protection service, like Cloudflare, is the best deterrent here. E-skimming The attacks listed so far are common for many different kinds of websites, but e-skimming is the most popular among ecommerce websites. This occurs when hackers add skimming code to the payment processing page of a store. When a customer enters their payment details on the checkout page and proceeds with payment, hackers capture the information, including all personal data, card details, and account numbers. Preventing e-skimming comes down to keeping your store’s software up to date and strong data management, which we’ll touch on again later. Cross-site scripting Hackers use cross-site scripting attacks (XSS attacks) to insert malicious scripts into websites. These scripts can extract sensitive user data that must be protected by the web application. Often, these scripting attacks are not used for theft exactly, but instead to find out if a website has any vulnerabilities. Cybersecurity solutions to protect your ecommerce website Now that we're aware of the threats, the first step toward protection is done. Next, we need to know how to protect our ecommerce websites and keep both our stores and our customers safe. Here are some of the easiest—and most effective—prevention methods you can use to protect your store. Secure payment gateway If you want to keep your clients’ payment data secure, it’s best not to keep that information in your own database, unless you are sure you have strong security protecting it. Instead, use options like PayPal, Stripe, or Shop Pay, as they have invested in high levels of security for their databases. Multi-factor authentication Multi-factor authentication (MFA) helps keep user data safe by requiring not only a password to log in but additional information only the true account owner would have. Some of the most popular options for MFA include fingerprints, one-time passwords, and authentication codes. SSL certificates Adding an SSL certificate to your website (aka getting the https:// instead of http:// in your URL) encrypts all information shared between your website visitors and your store website. It’s not only essential to avoid browser-based warning screens telling visitors your site may be unsafe, but also helps to decrease the chances of fraud and other cyberattacks on your site. DDoS mitigation DDoS mitigation services like Cloudflare (mentioned above) protect your website from possible DDoS attacks by using specific network equipment connected to the cloud. This helps offload the effect of a DDoS attack to keep your site up and running. Data backup One of the best ways to protect your data is by backing it up regularly. It’s safest to do this on a separate server not located in your company’s office. It’s also a good choice to automate your data backups so you don’t lose anything in case of an emergency. Device encryption Keep your devices updated to the latest software version and encrypt them for better security. The keeps your devices ready and ahead of new potential threats and cyberattacks. Some devices have symmetric encryption that uses one key for the encryption. Using an asymmetric key increases the level of security of your device. Wrap up For ecommerce companies, protecting clients' data is essential. The more secure your store, the more trustworthy you are to any customer. Remember, being aware of the cyber threats described in this article is just the first step. Once you’ve educated your employees on cyber protection, prevention by backing up data, enabling website encryption, and using secure payment methods, should be high priority items for any store that has not already taken care of security. This is a guest post from Iryna Bilyk. Iryna is an expert content marketing manager at YouTeam — a marketplace for instant engineering team extension. She passionately discovers and writes about technology, innovations, and software development solutions.

2022-03-14

How to scale your business faster using first-party data [Podcast]

Data matters now more than ever for ecommerce store owners. It forms the backbone of any strong decision-making process and gives an invaluable look at customers you can't find anywhere else. But data collection is changing, with new privacy regulations and major tracking changes through iOS 14 (and beyond) adding hurdles to gathering truly accurate data. The solution to maintaining good data? Server-side tracking. To shed more light on the topic, Littledata CEO Edward Upton appeared on two podcasts to show listeners the power that data has on stores' future prospects, why it's so critical to focus on, and how to make sure you're using good data to guide your store. Keeping your ecommerce data accurate in a first-party data world Ed appeared on the 2X eCommerce podcast to chat with host Kunle Campbell about the big changes facing ecommerce data managers today. They dive into new restrictions on third-party data and how data managers can use tools like the new Facebook Conversions API (FB CAPI) and server-side tracking apps like Littledata to maximize ROI through data-backed decision-making. The conversation is a must-listen for any ecommerce store owner or data manager, particularly those spending significantly on acquiring customers through ads. They dive into: What events you should be tracking to get to know your customers betterHow you can still get the data you need without violating privacy lawsWhat the future of ecommerce tracking will look like, and how to prepare for it Hear the entire episode to get the guidance you need to make the right calls for your store. Listen on SpotifyListen on Apple PodcastsListen on Soundcloud How to use first-party data to improve loyalty and lifetime value Speaking with Flavilla Fongang from Tech Brains Talk, Ed shared how being able to analyze customer data correctly — using accurate metrics, of course — shows you the best paths to take for building both customer loyalty and lifetime value. Listen to the full conversation to hear how you can learn from your customers' behavior and make adjustments to your store design and promotion methods to drive more revenue and win more business. Listen on SpotifyListen on Apple Podcasts

by Greg
2021-12-08

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 accuracyFirst-party, zero-party data, and why they're important to your storeHow to audit and fix Google Analytics to ensure accurate trackingHow 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.

by Greg
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 Tip: Follow our simple guide to start tracking Ordergroove subscriptions in Google Analytics. Tracking subscriptions in other reporting tools While Google Analytics may be the most commonly used reporting tool, it's far from the only one on the market. The tools below are also widely popular for analytics tracking: SegmentGoogle Data StudioTableauPower BI The good news? Littledata's plug-and-play solution integrates automatically with these tools as well.  Segment Segment’s data pipeline lets you collect, clean, push and pull customer data from one platform into dozens of others without the difficult engineering. Then you can utilize different connections, protocols, and personas (or single-user views) to analyze that data.  Littledata's source for Shopify and Shopify Plus enables you to automatically send ecommerce events into any of Segment’s hundreds of destinations. Once you've set it up you'll be able to capture metrics from every customer touchpoint and attribute results from your Facebook and Google Ads spend with 100% accuracy thanks to our server-side tracking. 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.  Tip: 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. Tip: Read our free guide on how to make data-driven decisions for Shopify plus stores and grow your store with better metrics. 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. Should you use Google Tag Manager (GTM)? This depends primarily on the marketing tags that you plan to use and the sources you want to collect data from. If you're looking for an automated solution, Littledata's connections can easily replace GTM tags for Google Analytics and Google Ads through server-side tracking. Littledata takes care of tracking for other data destinations like email marketing tools and CRMs as well. But, if you plan to use other marketing tags (like TikTok, Pinterest, or Twitter) then you will need to set them up using GTM. For this solution, Littledata offers a plus plan that includes a full GTM setup to make sure you have accurate tracking. 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

Try the top-rated Google Analytics app for Shopify stores

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