Lunch with Littledata: How Wild built an industry-leading brand in 2 years

Want to learn from DTC founders and entrepreneurs shaking up their industries? Check out the other entries in our Lunch with Littledata series. Lunch with Littledata is back! This time, we sat down with Charlie Bowes-Lyon, co-founder of natural deodorant brand Wild. Founded by industry veterans, Wild became a Littledata customer early on to supercharge their growth. Through savvy market moves and a strong growth vision, Wild became the biggest brand in the UK natural deodorant market. They’ve added more than 140,000 customers in just two years after launch, with plans to build on their impressive growth. In our Q&A below, Charlie shares his thoughts on choosing growth channels, going global, and which data points are crucial for any DTC business to be on top of. [tip]Learn how to track every order on your subscription store and tie them to your marketing campaigns with our guide to complete ReCharge data in Google Analytics.[/tip] LD: Wild has grown a ton since you signed up. When we first talked it was right after you’d closed the funding round. CBL: Yes, I think it was when we were launching International, right after we'd raised funding. So it was early days last summer. Back then you just had one country store? Yeah! It feels like a long time since then… (laughs) Are you mostly reliant on paid spend for growth strategy overall? Yes, we're very performance-led as a business. We operate over a variety of different marketing channels and, as a result of those channels, gain brand awareness. We've also operated a very community-centric and “social first” approach. So, when we initially designed the product we made sure that, at least from our point of view, we were creating something that was very shareable over channels like Instagram. Something that people would really want to talk about and show off to their friends.   View this post on Instagram   A post shared by Wild (@wildrefill) And I think we achieved that in quite a good way. We've managed to grow on social pretty quickly. In the space of a year and a couple of months, we’re coming up to about 115,000 followers on Instagram. The other side of that approach is nurturing the community. So we have VIP Facebook groups for people who really want to stay involved and be a part of the decision making. For example, we often have polls on things like what scent we should put out next. I think that's been big in helping people to feel like they're involved in decision making. So, it's not just us guessing what customers actually want. It's based on a more data-led approach. A lot of our customers at Littledata want to build those communities, but it’s hard to get the initial traction. Are your engagements mostly coming from current customers or from new customers too? It's both. Referrals account for about a third of all of our sales. So, it's about nurturing that community, being very genuine with them, and really involving them in everything we do. Then as a result of that, people are happy to share and recommend us to their family and friends. That's the organic growth side of it. But at the same time, we're constantly building growth heavily into our CRM. We have landing pages, and we do ads to push that growth along. Do you offer a gifting option? We're not big on gifting, to be honest. In our referral program, if you refer a friend, they get a free case. So it’s really an intro offer. Yes, essentially. Because it can be expensive for people who haven’t heard of our brand to pay £12 for a deodorant. So, letting them see what the product's all about and test it first is a good way. Then we rely on the product being high quality and good enough to retain them as customers. “We rely on the product being high quality and good enough to retain (free trial users) as customers.” Hopefully the ReCharge tracking add on has been helpful to you. Yeah! Without it, we can't see anything on Google Analytics or anywhere. So yeah, it's pretty vital. Who on your team uses the data that Littledata sends to GA? Well, it's used across a variety of things. Myself and the marketing team use GA for top-line statistics and data on different marketing campaigns and so on. It's also hooked into our analytics platform, so a lot of the data that they gather obviously comes from GA as well. That’s being used for things like measuring LTV, but also looking at the operations side of the business and working out different cogs and margins on products we’re selling. Have you built one core dashboard, or is it more of an ad hoc process where you dive into the data and build reports as needed? Yeah, there's a couple of different dashboards we use. Generally, we've got pretty good oversight of data. And Littledata definitely connects that bridge between Shopify and ReCharge for us, which when it's off everything goes completely wrong and doesn't work. So it has been quite important for us. [tip]Learn how to connect ReCharge with Google Analytics for accurate data about your recurring transactions.[/tip] Wild has focused on sustainability since the beginning. I've had a lot of talks with founders recently here in the US who feel like they're having a hard time. Sustainability is definitely a buzzword here, but putting it into practice is a whole different story. Some DTC verticals have caught on, but in a way Europe in general is more progressive in terms of customers backing that commitment up with their purchasing behavior. Yeah—it's a funny one because I think you're right in terms of sustainability. I think Europe and the UK are ahead and people are a little bit more aware. It's a bigger subject that we're constantly focused on, both in politics and our wider society. There's been a lot of quite good changes that have been made. But likewise, in the US with the likes of Elon Musk and Tesla, for example, there's a lot of companies that are doing some quite good awareness around it. On the flipside for us, the US has had good natural deodorant companies for four or five years. We were the first one in the UK launching just over a year ago. So the US market is probably a bit more developed when it comes to what natural products are and why they might be better. It’s all still pretty new for us over here, so that means we have a lot more education that we have to do for potential customers. Whereas potentially in the US, that piece of education's already been done to some extent. And was that part of the impetus for choosing this concept as your brand alone? Yeah, definitely. We saw some successful companies in the US who had done a great job with a fundamentally good product (i.e. natural deodorant that worked). But outside of that, their packaging was very simple and plastic. The brand was pretty bland. We looked at it and thought: “we can add in sustainability and create a better, fun-looking product.” Do you have a community of other brands and founders doing similar things that you personally interact with, or are you more lone wolves? Yeah, we speak to a lot of different people every week really. Both my co-founder Fred and I are lucky that we have pretty good networks from our previous jobs. We certainly get really good oversight of what other companies are doing and how they're doing it and what's working for them. Sometimes, though, what works for others won't work for us and vice versa. It's an interesting time at the moment. I think to be honest, we've probably just been through the best year of ecommerce that anyone's going to see for some time. And I imagine that the next year is going to be quite difficult as a result because, you know, everyone's coming out of lockdown, iOS 14 updates on Facebook, all these kind of small things are adding up to make life a little bit more difficult. And people are heading back into traditional stores as well. So, it'll be interesting to see what happens. But in a way, it's a good thing for us. We see it as hopefully a competitive advantage if things get a bit more tricky and we're able to execute better than others. [tip]Use Littledata’s guide to GDPR cookie banner compliance to ensure your store isn’t hit with a non-compliance fine.[/tip] Do you expect the business model to change at all, maybe to pull in wholesale? Yes, we've just gone live about a month ago into retail in the U.K., and we're now Sainsbury's. I think it's been a really good start so far. Potentially that will be a big channel for us. But really, we're very focused on two things. One is delivering the best natural deodorant we can and always iterating on that. The second is diversifying both our marketing channel mix and our strategy by going properly international. We're already in Europe, but we're dabbling in the US and Australia as well and testing other markets.   View this post on Instagram   A post shared by Wild (@wildrefill) I think the danger that’s present for ecommerce companies at the moment is that we could see a channel just stop working one day. Something like Facebook, suddenly people's customer acquisition costs could double on Facebook. For example, the UK has had really high adoption of the iOS 14 update from Facebook. I believe it’s somewhere around 30 percent of people (in the UK) are opting in for ads, whereas in Europe it's closer to 60 percent of people opting in. But because we have that diversification of countries we can advertise in, we can immediately move some of our advertising spend to Europe and we'll probably get better customer acquisition costs as a result. Being in Sainsbury's and hopefully other retail outlets in the future just gives us another channel where we can focus, spend on marketing, and diversify. And I think as well, to be honest, once we can, we'll probably do a lot of events and try to get out and get to offline channels. It just gives us another angle of approach. Is the goal that in-store shopping will be the first touchpoint for new online subscribers? Not necessarily, no. We're fairly channel-agnostic. So we don't really mind if someone's online buying from us or shopping in brick-and-mortar retail. “We're fairly channel agnostic. So we don't really mind if someone's online buying from us or shopping in brick-and-mortar retail.” Wild offers a slightly complex product where some explanation is required to kind of understand who we are and what we're doing. And often if you go into a retail store, you're not really looking for something new. You’ve basically got a second where you glance at the products on a shelf. So it's hard to know. But I do think that the brand awareness we've created over the last year has massively improved the retail results that we've had today. Plus, they both will just feed off each other. Some people don't like to order online, or they forget about it. They might want to just go into the shop and grab a refill. Likewise, some people might make their first purchase in a shop and then sign up on the website and get an online subscription. I think the key is just giving customers options. Do you plan to expand globally? And if so, do you plan to hire specific country managers? There are lots of subtle things that can make a difference. Yeah, massively so. We're barely touching the surface of the potential in Europe. And there's a huge market in the US and Australia for us as well. That said, we plan to choose a couple of markets, focus in on them, and make it work there before trying to do too much at once. We’re hiring a German country manager at the moment, so that's going to be our starting point. Quick links Littledata's partner program for Shopify Plus agencies and tech partners Headless Shopify tracking with Littledata Ensuring GDPR cookie banner compliance for your ecommerce store Calculate customer lifetime value for ecommerce using Google Analytics data

by Ari
2021-07-14

How to get complete ReCharge data in Google Analytics [ebook]

It's hard enough for Shopify stores to get accurate sales and marketing data. And if you're selling by subscription, this can seem even more complicated. In fact, 88% of Shopify stores have Google Analytics setup incorrectly, leading to a throughput of less than 90% (for every 100 orders in Shopify, 12 or more go missing in GA). I hate to break it to you, but for subscription merchants the reality is even harsher. Many brands can't even segment out first-time purchases from recurring orders, let alone tie them back to marketing campaigns! Luckily there's now a better way. Top subscription brands use modern data stacks to get the data they need to make informed decisions. This means understanding your checkout flow, yes, but also product lists, subscription bundles, discounts, returns, subscription lifecycle behavior, and top marketing channels for higher LTV customers. In this new ebook on ReCharge analytics, we show you how to do just that -- no developer skills needed! Free ebook on ReCharge analytics best practices Subscription analytics are a beast, and too many brands make one of these three common mistakes: Procrastination. "We know we have a data problem but will fix it next quarter...year...never..."The wrong tools. "We bought a fancy new dashboard, that will solve everything, right?" or "We bought this subscription analytics tool that works really well for SaaS companies. Why isn't it working well for ecommerce?"Completely manual approach. "Excel is my full-time job. I don't have time for data-driven growth." Top brands use modern data tools to tame the beast of analytics. In this new ebook, you'll learn how to get the data you need to accelerate growth. See how to automatically capture data at every turn: Track one-off orders and first-time subscriptionsTrack recurring payments and tie them back to the original marketing channelCalculate customer lifetime value ("CLV" or "LTV") and build more valuable cohortsCapture subscription lifecycle events like "Subscription updated"Get accurate marketing attributionUltimately make better decisions for your store Download the free ebook >>> Learn more about what you can track with Littledata's ReCharge connection. [tip]Advanced users can also now send data directly to Segment (and any connected data warehouse, email marketing platform or reporting tool).[/tip]

by Ari
2021-04-15

Track CartHook upsells and downsells in Google Analytics

We're excited to announce a major update to our popular CartHook connection for Shopify stores. The connection now offers complete CartHook checkout tracking for landing pages, upsells and downsells. [note]The update discussed here applies to CartHook’s legacy checkout product. If you are using the new CartHook Post Purchase Offers app that’s native to the Shopify checkout, you can just use Littledata's main Shopify to Google Analytics connection and do not need to activate the CartHook connection. It works automatically![/note] The updated CartHook integration includes a number of new events and increased precision. In addition to the sales data and marketing attribution that we were already sending to Google Analytics, you can now automatically track 100% of custom upsell and downsell funnels. Advanced Google Analytics integration for the CartHook checkout productCaptures every checkout event, such as when a shopper accepts or rejects a one-click upsell offerAutomatically synced with Shopify and ReCharge checkout stepsEasy installation from the Shopify app store, or directly from your CartHook admin [subscribe] Whether on Shopify or Shopify Plus, successful DTC brands use CartHook to increase AOV with custom post-purchase offers. But how do you know which marketing channels are working best? And which custom offers are leading to the highest value customers over time? Are some downsell offers more valuable that upsell offers over time (do they lead to more devoted or higher-LTV customers)? To help answer these types of questions, Littledata combines client-side and server-side tracking to give you a complete, unbiased view of shopping behavior, from the first visitor touchpoint through every interaction with your brand or checkout. The latest version of the CartHook connection adds upsell and downsell tracking, offers a custom option for Thank You page tracking, and works in tandem with other Littledata app improvements such as how we track the Shopify checkout funnel. Read more about the events we track for Shopify stores and the additional events we track for CartHook. Additional resources: Quick overview of the CartHook connectionDemo video about how Littledata worksAll of our current connections and integrations [tip]Current CartHook connection users will automatically get the enhanced tracking - no additional action is needed on your part! [/tip]

by Ari
2021-02-18

How to integrate ReCharge with Segment for advanced analytics and retargeting

Many merchants use Littledata's advanced ReCharge integration to track recurring orders and calculate lifetime value in Google Analytics, but did you know that our ReCharge connection can also send data to Segment? Our Shopify source for Segment makes it easy to push that same customer event data on to hundreds of marketing and data platforms. As an increasing number of top DTC brands on Shopify are building analytics stacks to enable advanced personalization and segmentation in addition to marketing analysis and data warehousing. Subscription analytics has been a core part of our product development since the beginning at Littledata, and the continued development of our Shopify source for Segment has unlocked a new realm of possibilities here. Benefits of integrating ReCharge with Segment Here are some of the ways that Littledata + Segment + ReCharge can improve your event data pipeline and power your analytics. An added benefit from our recent updates (Segment v2) is the ability to improve customer engagement with tags and triggers based on subscriber behavior. Push ReCharge subscription events into your data warehouse Joining your ReCharge and Segment data is a seamless way to get all of your ecommerce data into a data warehouse, automatically cleaned and deduped. Littledata’s Segment connection (combined with our ReCharge connection) syncs a range of common customer events from Shopify and ReCharge to any of Segment’s 34 supported raw data destinations. The events that we send include: Subscription CreatedSubscription UpdatedSubscription CancelledOrder ProcessedCharge FailedCharge Max Tries ReachedPayment Method UpdatedCustomer Updated All of these events are sent with shopifyCustomerId, subscriptionId and other fields to enable them to be aggregated into user-journey reports. So you can build your own data warehouse integration with ReCharge’s APIs and end up dealing with deduplication, high throughput and low latency. Or you can just trust Littledata and Segment’s experience in processing billions of events to handle that for you. Many of our larger customers on Littledata Plus plans are experimenting with data warehouses, and we are happy to discuss our solution to see if it's a good fit with your data needs. Feel free to book a demo to learn more. Track recurring orders and Customer Lifetime Value (LTV) on any platform Calculating LTV for subscription ecommerce can sound complicated, but it doesn't have to be. Littledata pushes every recurring order processed by ReCharge into the destination of your choice, so you can run analyses of where the long-term, high-value customers came from - and know if those customers interacted with your brand previously, as well as the original marketing channel or touch point. And it's not just about analysis. Integrating ReCharge with Segment allows for more sophisticated cohort-building and retargeting. Imagine you could spot the common patterns that link your top 100 most valuable customers, and then automatically build a lookalike audience to target 10,000 people just like them. That’s exactly what Littledata + Segment’s Facebook Custom Audiences destination allows you to do! [subscribe] Analyze subscription behavior with Kissmetrics or Mixpanel Kissmetrics and Mixpanel made their name as analytics for subscription businesses, with features focussed on analyzing customer churn and retention. Littledata’s connection can push subscription events to either platform, linking them with all the pre-purchase, pre-registration events to understand how the customer was acquired. Combining Shopify and ReCharge events in one analytics platform gives you the complete picture of the customer journey. [note]Wondering which unique identifier to use for your Segment setup? Confused about Cloud Mode vs Device Mode? Check out Littledata's Segment developer docs for Shopify[/note] Build custom email funnels Segment can also send events to email marketing platforms such as Klaviyo and Iterable. You can use recurring order events, or subscription cancellation reasons, to create highly segmented email campaigns.  Here’s an example of how you could use those events in a Klaviyo report: Post-purchase events from Shopify like Fulfillment Updated or Order Cancelled could also trigger transactional emails that match your brand messaging. For example, an email could notify a customer of an upcoming delivery and include the tracking number from Shopify’s fulfillment service. Reduce scripts loaded on the ReCharge checkout Adding extra tracking scripts (Google Analytics, Facebook, etc.) to the ReCharge checkout slows down the pages and increases risk of checkout abandonment. Littledata + Segment allows you to have zero tracking scripts on your checkout (we listen out for checkout update webhooks instead) and yet send checkout step events to any of over over 50 advertising and analytics destinations. [tip]Using a headless ReCharge setup? See our headless Shopify tracking demo[/tip] Working with Shopify unified checkout Are you thinking of moving to Shopify’s new unified checkout for a more seamless customer experience? The events we track will work in the same way - and you can track like-for-like checkout funnel drop-off across ReCharge and Shopify checkouts. [subscribe]

2021-02-11

How to track Klaviyo flows and email campaigns in Google Analytics

Klaviyo is one of the most popular email marketing platforms for Shopify stores, but the analytics setup is often overlooked. By following a few simples rules, you can ensure accurate Klaviyo data alongside other sales and marketing data in Google Analytics. In this article we cover how to set up Google Analytics tracking for Klaviyo, including best practices for UTM parameters and dynamic variables, and how this tracking works alongside Littledata's Shopify to Google Analytics connection. Why Klaviyo Klaviyo is a popular customer engagement platform used by over 50,000 Shopify merchants. Their focus is on email and SMS automation, and they have been one of the major success stories in the Shopify ecosystem, recently closing a $200 million funding round. Klaviyo's features for Shopify include: Codeless signup forms Pre-built flow templates for quick automation Email campaigns for customers and leads Advanced segmentation and personalization, including product recommendations Many of Littledata's Shopify customers use Klaviyo in one way or another, as do almost all of our Shopify Plus customers. But we've noticed a trend where even the biggest Klaviyo users aren't correctly tracking Klaviyo flows in GA, which ends up blocking data-driven decisions for growth. Read on to see how to fix this. Why Google Analytics The Klaviyo dashboard has useful built-in reporting, but for ecommerce managers focused on more than just email, there are some significant limitations compared with a dedicated analytics platform like Google Analytics (GA). One key limitation is for sales attribution (marketing attribution for online sales). In Klaviyo, any sale that happens after engagement with an email is attributed to that email. This overstates Klaviyo's contribution to sales. For example, if a user first comes from a Facebook Campaign, then clicks on an abandoned cart email from Klaviyo, then goes on to complete a purchase after being retargeted in Facebook, Klaviyo will claim this as owned revenue attributed to that email engagement and credit Facebook with nothing! Another limitation of reporting in Klaviyo's dashboard is that it's hard to see the contribution of an entire email flow to sales, as opposed to the impact of a particular email message in the flow. In Google Analytics (if set up correctly) you can see multi-channel contribution to sales, comparing apples with apples across different marketing channels. What is UTM tracking? UTM parameters are extra data in the link the user clicks to tell Google Analytics (and Shopify) where the click came from. These parameters are automatically added by Google Ads, but for other platforms (e.g. Facebook or Klaviyo) you will need to add them manually or via the software. Why does this matter? Because link clicks coming without a UTM tag will typically be treated by GA as "direct" traffic -- in other words, the source of those visits will be unknown. [note]Read Littledata's free guide to common reasons Shopify doesn't match Google Analytics[/note] Recommended settings To provide the most reporting flexibility we recommend having the same standard UTM parameters across all email flows and campaigns. Klaviyo allows dynamic variables to be used in your default UTM tracking settings. To get the most out of your Klaviyo reporting in GA, we recommend using static values for Source and Medium, and dynamic values for Campaign and Content. You can change these defaults in go to  Account > Settings > UTM Tracking UTM Parameter Campaign Email Value Flow Email Value Source (utm_source) 'Klaviyo' 'Klaviyo' Medium (utm_medium) 'email' 'email' Campaign (utm_campaign) Campaign name (Campaign id) Flow email name (Flow email id) Content (utm_content) Link text or alt text Link text or alt text [tip]Content is not a default parameter in Klaviyo, so you will need to add that manually (enter `utm_content` as a new parameter).[/tip] With static values for Source and Medium (Klaviyo / email), you will be able to see Klaviyo compared against other marketing channels in GA, and in particular how Klaviyo campaigns contribute to customer lifetime value and other key metrics for Shopify sales and marketing. We do not recommend sticking with Klaviyo's default UTM settings, where Klaviyo flows, for example, are  given a dynamic variable that pulls in the name of the flow. You can already see that type of data in the Klaviyo analytics dashboard -- better to use GA for complete marketing analysis. Whichever naming convention you choose, consistency is essential. Many Littledata customers create internal spreadsheets to manage UTM naming conventions and channel groupings in GA, and run regular QA checks to ensure consistency. Note that we have analytics audit checks within the Littledata app, and we now offer analytics training on Plus plans. Enabling UTM parameters In addition to setting up the UTM Parameter values in your Klaviyo account, you need to enable UTM tracking to ensure that those parameters are applied to all emails in flows and campaigns. The first step is to enable global UTM settings. Go to Account > Settings > UTM Tracking Switch Automatically add UTM parameters to links to ON. Then click Update UTM Tracking Settings. This will ensure that the UTM parameters are added automatically to all emails sent via Klaviyo. Now that you have enabled UTM tracking, you need to make sure that you are using 'account defaults' for UTM tracking in your flows and email campaigns (as opposed to custom tracking). This should already be the case, but it's good to double-check. Disable any custom UTM tracking for flows or campaigns Make sure that the UTM settings for individual flows are set to 'Yes, use account defaults'  Make sure that overall email campaign settings are set to use default UTM tracking as well. In your overall campaign settings, select 'Yes, use account defaults' In addition, when creating/editing a campaign, go to Tracking and make sure that 'Include tracking parameters' is ON and 'Customize tracking parameters' is OFF Tracking across all marketing channels The UTM settings above only solve part of the marketing attribution problem: getting the campaign information to the landing page. Commonly this marketing attribution is lost between the landing page and the order completing. You can try to do this manually with an in-house dev team, but Littledata has built a complete ecommerce tracking solution for Shopify and Google Analytics that works automatically. Our connections use a combination of client-side and server-side tracking to make sure that all marketing channels -- including email, paid channels, organic search and referrals -- are linked to sales, along with all touch points in between. We also track returns/refunds, repeat purchases, and subscriptions, so you can understand customer lifetime value on a deeper level. Read about all of the the events Littledata sends automatically. You can use these events for reporting and analysis, and also to build audiences for your Klaviyo campaigns! Reporting on Klaviyo flows in Google Analytics Google Analytics is a powerful reporting tool once you get to know how channel groupings and custom dimensions work. Here's a quick look at how to analyze your Klaviyo data in GA. Looking at campaign conversions in Google Analytics After you have enabled our recommended settings for UTM tags, you will have access to Klaviyo flow and campaign data in GA. You can look at this on its own, but also compared against other channels for engagement and acquisition. To see revenue and orders attributed to these campaigns, drill into the Klaviyo source and add campaign as a secondary dimension. If you set up the Flow email name as the utm_campaign above, then you can look at the contribution of that whole flow to sales. For example, without caring if the user clicked on email 1 or 2 in a 4-email flow, did clicking on any of the emails in that flow -- for example, the 'Browse Abandonment' flow -- result in sales? Going further, you could create a segment of users who came via an Instagram campaign, and see to what degree they were influenced by the email sequence. Will Google Analytics match Klaviyo? How does the data you now have in Google Analytics compare with what you see in your Klaviyo dashboard? Under the Conversions > Multi-Channel Funnels > Model Comparison Tool in GA, you can compare the default email attribution in GA (last non-direct click), with other attribution models more similar to Klaviyo's dashboard. Keep in mind that there is no model for 'all click' attribution, so the numbers you'll see in GA will always be lower. You can also look at the Multi-Channel Funnels > Top Conversion Paths report to see where Klaviyo fits into the user journey on your ecommerce site.   [note]Google Analytics data can also be used as a source for other reporting tools, such as Data Studio and Tableau.[/note] Using Klaviyo with Segment If you are looking to do more with your Shopify and Klaviyo data, consider Segment. Littledata's Shopify source for Segment automatically sends a rich data set for use with a range of Segment destinations. Not only does our Segment connection get all of the post-click events into Segment, but it also sends any event associated with an email address onto Klaviyo as well -- providing a richer set of events, without a developer, than Klaviyo's own Shopify event tracking. For example, you can retarget users in Segment who have purchased a certain value, or got certain products to a stage of the checkout -- all without writing a line of code. Read more about how Littledata's Segment connection works, and check out the latest updates to our Shopify source for Segment. The connection now supports analytics destinations such as Mixpanel, Vero and Kissmetrics, and email marketing destinations including Klaviyo, Hubspot and Iterable. [subscribe]

2020-11-25

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

Tracking Bold Subscriptions in Google Analytics

With over 1,700 positive reviews in the Shopify app store, Bold Subscriptions is a popular solution for Shopify merchants selling by subscription. It's plug-and-play but highly scalable for Shopify Plus. In order to really scale your subscription business, you need complete sales and marketing data. This doesn't just help with improving marketing ROI, but also increasing engagement and delighting your customers, which in turn leads to higher AOV and LTV. But whether you're on Shopify or Shopify Plus, subscription analytics can be complicated to set up manually -- not to mention ongoing maintenance and QA of your custom scripts and GTM containers. With that in mind, we are especially excited to announce an updated Bold integration that works for both Bold Subscriptions and Bold Cashier. Littledata's Bold Subscriptions connection enables advanced Google Analytics tracking so you can make sales and marketing decisions based on accurate data. Setup takes less than 15 minutes. Bold Subscriptions tracking Subscription customers are notoriously difficult to acquire, so it's especially important to figure out how to predict which new subscribers will stick with your business for years to come. Sales and marketing decisions ultimately come down to data about sales channels and retention. But do you trust your marketing channel breakdown? What about your LTV cohorts? Littledata's Bold connection works in tandem with our main Shopify connection to ensure complete data about subscription sales. Our Shopify app for Google Analytics and Shopify app for Segment both use a combination of server-side and client-side tracking to capture everything that happens in your Shopify store. You can connect your Bold checkout with just a few extra steps to get complete tracking. This includes: First-time subscription orders One-off purchases (regular Shopify sales) Recurring orders Refunds Not only that, but we stitch sessions together automatically so that the first-time purchase and recurring purchases are tied back to the original marketing channel. During the integration setup, we'll also ask you to create additional Views in GA so you can easily analyze subscriber behavior (like how a particular cohort of subscription box customers behaves over time) vs. first-time purchases (which channels or campaigns led to that initial sale).  [tip]Once you install Littledata, take advantage of our custom dimensions for tracking repeat repeat purchases and lifetime value. Learn more about our unique approach to LTV.[/tip] The data is available directly in Google Analytics or Segment (or any connected tools and platforms you might be using, such as Glew, Data Studio or Tableau). And our data layer works easily with GTM (Google Tag Manager). Marketing attribution The question we hear most often at Littledata is, "Why doesn't my Shopify data match Google Analytics?" This is just as true for Shopify as for Shopify Plus. As we've optimized our tracking solution for Shopify Plus (scalability, multi-currency tracking, cross-domain tracking, etc), we've found that marketing attribution is still a major pain point for stores that aren't using Littledata. Shopify is a phenomenal platform, it just needs a few extra integrations to make the plug-and-play apps work well with your data setup. Before Littledata Unless you have full-time developers who have built a custom solution for your Shopify tracking, you will likely see a lot of traffic attributed to "Direct" in Google Analytics, sometimes as much as 99%. We have found that 88% of Shopify stores have inaccurate data in Google Analytics, and the direct-traffic issue is especially bad, off by at least 20% for a majority of those stores! This means that without Littledata, your marketing analysis can feel a lot like guesswork (or endless hours piecing data together in Excel from all hour different ad platforms and sales tools). After Littledata Littledata's smart tech stitches sessions together automatically so that you'll see a much more accurate view of marketing channels, including email, PPC, paid search and referrals. Our Shopify apps use a combination of client-side and server-side tracking ensure that every user touch point is captured and sent back to Google Analytics. Adding the Bold Subscriptions integration extends this tracking to recurring Bold orders as well. See our help center for documentation about how Littledata's tracking works, or watch a quick demo video. [subscribe]  

by Ari
2020-08-13

What's new for ReCharge tracking

Are you ready for ReCharge v2.3? The latest version of Littledata's popular ReCharge connection is more powerful and extensible than ever. Subscription ecommerce is booming right now, especially for consumables like wine and coffee. Many Shopify stores are even seeing Black Friday-level traffic. But there's also more competition than ever. ShipBob has noted that subscription discounts are especially popular right now, during the seemingly endless days of COVID-19, as a way to bring new subscribers to your brand. This is a major opportunity -- but it also means that there's a lot more competition. Data is more important than ever to understanding your store performance and benchmarking your site, choosing the best marketing channels for your products and targeting the best customers with a higher lifetime value (LTV). Data is more important than ever to understanding your store performance So what exactly can you track with Littledata's ReCharge integration? ReCharge integration for Google Analytics Our ReCharge connection has gone through a lot of updates over the years, based on feedback from our customers, including smaller Shopify merchants, larger DTC brands on Shopify Plus, and our agency partners around the world. Earlier this year, ReCharge v2 saw the addition of subscription lifecycle events. ReCharge v2.3 is now available to all merchants, with the addition of events to track the ReCharge checkout funnel -- and segment by product and marketing channel. So what's new? Clearer segmentation of first time vs recurring orders When you add Littledata's ReCharge connection we now add three Views in Google Analytics to help segment the data: One-time orders and first-time subscriptions - A good way to track initial purchases. We automatically filter out duplicate and recurring orders from this view. All orders - All orders placed on your store, including one-time orders, first-time subscriptions, recurring orders, and prepaid orders. Raw backup - A raw data backup with no filters! This separation enables stores to easily calculate Customer Acquisition Cost (CAC) on one-time orders and first-time subscriptions. Furthermore, for all the subscriptions that started after you installed Littledata’s ReCharge connection, you can group them by subscriber (Shopify customer ID) or by marketing channel or campaign for insightful Return on Investment (ROI) calculations. Read more about how Littledata works with Views and Filters. Checkout funnel events Starting from June 2020, stores on ReCharge v2.3 can see checkout step events to match the checkout events sent from the Shopify checkout. Littledata’s checkout tracking works without the need to add Google Tag Manager or other tracking scripts to the ReCharge checkout, simplifying implementation -- and reducing the risk that 3rd party script interrupt or intercept the sensitive payment details. Excluding prepaid subscriptions Stores generating prepaid subscriptions were seeing duplicate orders when that subscription eventually got processed. In the new One-time orders and first-time subscriptions view, we filter these duplicates out automatically. Custom dimensions for LTV and more Our ReCharge customers benefit from the same user-scope custom dimensions in Google Analytics that we have for all Shopify stores, allowing you to segment and retarget audiences based on data such as their lifetime spend, date of first subscription, or number of subscription payments. Marketing attribution All of these ReCharge v2.3 updates work with our smart tech for accurate marketing attribution. What's the real ROI on your Facebook Ads? Do customers who pick higher-value subscription bundles come from a particular channel? See how Littledata fixes marketing attribution automatically for Shopify stores, with a combination of client-side (browser) and server-side tracking. [tip]Read our reviews to see what ReCharge customers are saying about Littledata! [/tip] ReCharge integration for Segment Our ReCharge integration is now fully compatible with our Shopify to Segment connection, so if you want to send Shopify and ReCharge events to Segment, we've got you covered. This is a seamless way for ReCharge stores to get revenue and customer information into Segment's hundreds of destinations. Headless Shopify tracking for ReCharge ReCharge Connection v2.3 is fully compatible with Littledata's headless tracking solution. Stores using ReCharge's new Checkout API can use Littledata's headless demo to show you how to get the same seamless customer journey from storefront, through checkout to purchasing. Littledata is the only tracking solution compatible with headless ReCharge setups, including those built by our amazing tech partners like Nacelle. ReCharge in-app analytics ReCharge has also launched a powerful in-app analytics feature available to all users. ReCharge launched Enhanced Analytics for Pro customers in 2019 to allow cohort and metric tracking. This is a powerful feature, but it’s different from what Littledata does. The most successful brands are using both tools. ReCharge’s analytics feature offers easy ways to visualize your ReCharge data in the app, while Littledata fixes sales and marketing tracking and sends that data to Segment or Google Analytics. What you can do ReCharge Enhanced Analytics Littledata + Google Analytics Littledata + Segment Look at trends in subscription sign-ups and cancellations ✔ ✔ ✔ Analyze churn rate by cohort or product ✔ ✔ * ✔ * Visualize cohort retention ✔     Fetch last-click source and medium (UTM parameters) from subscription API ✔     Analyze multi-channel marketing contributions to subscription sales ✔ ✔ ✔ Attribute recurring orders back to marketing campaigns ✔ ✔ ✔ Analyze Customer Lifetime Value including non-ReCharge spend   ✔ ✔ Track charge failures by any customer attribute   ✔ ✔ Track subscription cancellations or upgrades by any customer attribute   ✔ ✔ Track customer updates by any customer attribute   ✔ ✔ Track usage of the customer portal on our site by any customer attribute   ✔ ✔ See how any ReCharge customer event connects to the pre-checkout behaviour of the user   ✔ ✔ Look at cancelation rate by marketing channel ✔ ✔ ✔ Trigger transactional emails based on changes to subscriptions **     ✔ Retarget segments of ReCharge audience in common marketing destinations     ✔ * Requires additional analysis in a spreadsheet** In Segment destinations such as Iterable How do you get all this? If you're already a Littledata customer, you can update to ReCharge v2 directly in the app (just login and you'll be prompted to upgrade if you haven't already). New to Littledata? We now offer a 30-day free trial on all plans, and setup only take a few minutes. If you are looking for more support, like account management or analytics training, please contact us about enterprise plans.

2020-07-02

Try the top-rated Google Analytics app for Shopify stores

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