Category : Littledata
How to increase Average Order Value (AOV) on your ecommerce site
Average order value (AOV) is a bona fide north star metric for Shopify stores, and ecommerce companies more broadly. Increasing AOV is a priority goal for ecommerce teams as it directly boosts revenue (and profits, if you’re doing things right). Growing revenue often requires retailers to acquire more traffic, but with AOV you can increase sales simply by convincing shoppers to spend that little bit more. AOV can be improved by adopting a number of proven optimisation techniques. Many of these have their roots in offline retail, where price, promotion, placement and merchandising all play a part in persuading customers to buy additional - or more expensive - items. We’ll get onto these tactics soon enough, but for now let’s start at the beginning. What is average order value? AOV is the average amount spent by customers when they place an order. To calculate AOV you divide total sales by the total number of orders (typically over a certain period of time). You can monitor AOV via Google Analytics. If you’re using Littledata then you’ll see it on your dashboard and in ecommerce report packs. Why is average order value important? AOV is one of the primary KPIs in ecommerce. It is a measure of sales trends and reflects customer behaviour and buying preferences. This insight can be used to optimise your website, pricing strategy, and guide decisions on what you choose to sell. It is also a good indicator of your ability to optimise ROI, as your marketing budget will go that much further if you increase AOV. It is worth investing time and money into moving the AOV needle, as it will create universal uplift. Implement the right kind of tactics - and technology - and we are sure that you will see some positive results, especially if this is an activity you haven’t yet spent too much time on. The results? New and existing customers are likely to spend more with you whenever they buy. Better sales numbers, bigger profits, and various additional benefits. Just like the other ecommerce KPIs, it is best not to view AOV in isolation. Related metrics include customer lifetime value (CLV) and customer acquisition cost (CAC), particularly for ecommerce subscription businesses. How do I know if my average order value is in good shape? Littledata has robust benchmarking data from a sample of 12,000 ecommerce sites. You can drill down by category and revenue to see how you compare vs your peers. For example, we analysed AOV across 379 medium-sized ecommerce sites in September and found that $123 is the typical amount spent. But average is relative - it very much depends on the sector. Start a free Littledata trial to see your AOV alongside the benchmark for your sector (we will show you some other juicy metrics and benchmarks too). It will look like this: Pretty cool, huh? If you happen to be underperforming in any area then our app will suggest some proven optimisation ideas to help you improve your store. Other stores have used our ecommerce benchmarks to grow sales, and we're confident that you will experience similar results. What affects average order value? Lots of things influence how much people spend when they buy from your site. Consider the last time you bought a higher priced item, such as a TV, laptop or mobile phone. More often than not there are upsells and cross-sells as you progress down the purchase path. You end up buying related items (mobile phone cases), upgrading your initial choice (256MB memory vs 64MB), purchasing add-ons (extended warranty), or clicking on a compelling product bundle (phone + case + warranty = 15% off). This kind of buying behaviour helps ecommerce teams to sleep soundly at night. It is to be encouraged. A real world example Apple is an absolute master of maximising AOV. Let’s take a quick walkthrough of one of its purchase pathways. First, we’ll select a Macbook Pro and will then see the following page, which invites us to customise our order. Add a little more memory and one item of software, and the order value increases by about 30%. Boom. Now let’s click the ‘Add to Bag’ button. We’ll progress to an ‘Essentials’ page. Yet more ideas to help us spend extra money. Think we’re all done? Not so fast. Click on ‘Review Bag’ and you’ll enter the checkout. Note the ‘Related Products’ that appear underneath the basket summary. Is it any wonder that Apple is valued at more than one trillion dollars? How can I increase my average order value? The million dollar question (or maybe a few billions, in the case of Apple). The researchers for our newest product feature - called Missions - have discovered plenty of ideas for you to try out. Littledata Missions provide step-by-step guides to help ecommerce teams optimise performance, and AOV was one of the very first metrics we wanted to explore. The following ideas are taken from our Average Order Value Fundamentals mission. There are a bunch of others in there to try too. Missions automatically generate based on your ecommerce benchmark data in the Littledata app (try Missions for free today). I’ll wager that at least one of the following will help you to grow AOV. And a super combo might seriously move the dial. Once you’ve optimised AOV - and there might be a ceiling - you can work on increasing purchase frequency, customer referrals, and then scale up your customer acquisition efforts. So then, here are 12 ideas to help you start to grow average order value... 1. Provide free shipping for orders above a certain amount Betterware grew AOV by 20% after introducing free shipping for orders above £30. M&S also provides free standard delivery for orders that exceed £30, as seen in the screenshot. A study by UPS found that 58% of consumers would add extra items to their cart in order to qualify for free delivery. As such this is a great way of increasing average order value. Free delivery is an expectation these days, so if you're late to the party - and concerned about margins - then a minimum threshold is worth testing. 2. Offer minimum spend discounts Much like introducing a free shipping threshold, you can provide a discount if the customer spends a certain amount on your site. Although it might seem to go against the goal of increasing average order value, setting offers such as this can tempt visitors into spending whatever is necessary to achieve the discount, because it appears like a deal. There are a number of ecommerce plugins to help with this. A lot of happy Shopify stores use the Product Discount app. 3. Make the most of up-selling Up-selling is the art of convincing prospective customers to increase their spend, typically by buying a more expensive item to the thing they're looking at. For example, in the screenshot below we can see how Amazon shows higher priced TVs to the one initially selected. By listing out the features side by side it may be enough to convince the prospective buyer that the next model up is a more attractive option. This is a sure-fire way to increase average order value, though it's not without its risks as you'll need to change the shopper's mind about something ("You don't really want that, you want this."). So be careful when experimenting with up-selling techniques. 4. Embrace cross-selling Amazon has attributed around 35% of its revenue to cross-selling. Not exactly small change. As such it is crucial to find a cross-selling strategy that works for your website. Cross-selling is the science of persuading customers to buy additional products related to the thing they’re about to purchase. For example, buy a camera and you might see recommendations for camera cases, bigger memory cards, battery chargers, etc. Adding items to the basket in this way is highly likely to increase average order value. However, it is important to specify which customers receive cross-sell offers. You should certainly think twice before cross-sells to customers who regularly return items. 5. Allow customers to use live chat A Forrester study found that there is a 10% increase in order value from customers who used the live chat function. The study also discovered that live chat helps to increase revenue by 48% per chat hour, and increased conversion rate by 40%. The business case for live chat would appear to be strong. Why is this? Mainly because customers like the immediacy - and familiarity - of chat. It has been reported that 73% of consumers who have used live chat were pleased with the experience. So, live chat is good for AOV, sales, conversion rates and customer satisfaction. What's not to like? 6. Show how others have enjoyed the product Average order value is 6% higher among shoppers who read reviews, compared with those who don't bother, according to a Bazaarvoice study. Positive social proof is incredibly powerful. It goes a long way towards encouraging people to progress to the checkout. Social proof comes in many forms, from reviews and ratings to testimonials and buyer videos. Make it highly visible at key points in the buyer journey, to build trust and reinforce the decision to buy. 7. Offer financing for high-ticket items Analysis by Divido has shown that sales can increase by 40% when high-ticket items are offered in monthly instalments. Your most expensive items are the ones which can be heavily responsible for driving up your average order value. If you offer customers the option to pay in instalments it can help you sell more of these higher valued products. For example, Goldsmiths offers shoppers 0% interest-free credit on purchases which total more than £750. This may appeal to people looking at items in the £500+ range - they might end up being tempted to spend more once they see the financing available. 8. Offer volume-based discounts Office supplies company Paperstone generated a 19% average order increase when a bulk discount deal was offered. As well as helping to grow AOV, strategic discounting can be great for clearing out excess inventory. However, remember that it is important to calculate bulk discounts very carefully. You need to offer deals that attract customers, but which do not hurt your profit margins. 9. Use dynamic retargeting to increase average order value Stella & Dot increased AOV by 17% after experimenting with dynamic retargeting, which allows ecommerce firms to show shoppers the right kind of ads during the shopping journey (such as product recommendation ads, based on their browsing behaviour or purchase history). This technology also recaptures lost sales from visitors who leave websites, by showing them personalised offers to re-engage them. 10. Send personalised emails OneSpot found that average order value increased by 5% upon the personalisation of emails. Simply put, customers are more likely to feel valued by your site if you provide them with messages that are relevant to their specific interests. Personalisation often starts at the customer's name ('Dear sir' won't cut it), but extends to the content of the email. If this is based on prior browsing and purchase history then you're more likely to engage the shopper, to reinforce - or complete - the purchase. 11. Offer a gift card or loyalty scheme By offering customers rewards for shopping with you, you’re likely to see an increase in orders, as well as an increase in the size of those orders. It has been shown that offering rewards for purchases 15-20% above average order size can increase the amount people are willing to spend. Encouraging big spenders to buy more frequently will also have the effect of increasing AOV. A study by BigDoor found that loyal customers make up 70% of total sales in some cases, so it is important to give something back to those customers once in a while. 12. Create product packages A case study into BaubleBar, a jewellery site, showed that average order value increased significantly when product bundling was offered. One pair of its earrings costs $30, but a bundle of three is just $48. This bundle screams “deal” to a customer. BaubleBar saw its average order increase by $22 in a matter of days. Bundling reduces cognitive load. If you can help shoppers avoid thinking too much then you're onto a good thing. Bundles can be viewed by visitors as a valuable deal, especially if they contain products which supplement the one they are already interested in. Packaging up items this way can be incredibly persuasive, particularly when you're offering a discounted price. They can also save the shopper time - no need to browse for add ons. Start the AOV mission today In summary, trying to increase average order value is worth the effort, and will be a gift that keeps on giving once you move the dial in the right direction. You can launch the Average Order Value mission directly from your Littledata dashboard. Our app will track your progress as you test ideas to discover what works best for your site. People trust Littledata to audit, fix and automate reporting. They use our benchmarks to check and compare their performance, relative to their peers. And now, with Missions, digital teams can actively set about increasing ecommerce revenue.
Is it worth attending that ecommerce conference?
Ecommerce conference season is upon us. In the past few weeks, the Littledata team was at Shop.org in Las Vegas, Paris Retail Week, and the Google Expert Summit in Waterloo, Canada -- three very different events in three rather different countries. Then we also hit up Agile Cambridge and Technology for Marketing in the UK, the UPRISE fest in Dublin, TechDay LA in sunny Los Angeles and the BigCommerce partner summit in Austin. And while we unfortunately couldn't make ReCharge's Recur event for the subscription industry, or Hawke Media's Hawkefest, the ultimate anti-conference, many of our partners and merchants were there and had awesome things to say. But wait a second. Slow down! With so many exciting events to potentially attend during what is already one of the busiest times of year for those of us in the industry (Black Friday is just around the corner from a marketer's perspective), how do you choose? Is that conference you've been debating attending really worth it? If we've learned anything... Over the years I've had a mixed experience with conferences. But with Littledata we've found a good rhythm. Of course it helps that we're on the cutting edge of new technology, actually using AI and machine learning as opposed to just talking about it, and that we already have major customers around the world, even though we're technically still a 'startup'. This gives us a wide range of high-quality speaking and learning opportunities. But at the same time our productive conference experiences haven't happened by accident, whether for ecommerce or general tech events. We've found such a good conference rhythm -- a dance that produces a consistently high ROI on in-person events -- by looking closely at our own data on a quarterly and yearly basis. Our strategy is always evolving, but some stats have been consistent. For example, we discovered that at the right events: Though we don't necessarily have a higher win rate for enterprise leads from conferences, the sales cycle is condensed, on average 3x faster from meeting to close. This saves our sales team valuable time chasing down leads, and also helps us improve our product, pitches and processes at a faster rate. Agencies we meet in person are 4x more likely to refer us a customer within the next 30 days -- even if we never did a formal product demo. What's your company's take on conferences? Here are a few insights that might help you get more out of the conference experience, whether that means big tech industry events or smaller, focused meetups. There is no such thing as a must-attend conference The great irony with ecommerce conferences is that they tend to be scheduled at what are already busy times for those of us in the industry. Whether it's the shows we attended these past 6 weeks that overlapped with everyone getting back to work after summer holidays, or European standbys like NetComm Suisse's later fall events and One to One in Monaco every March, right after SXSW in Austin, it's either an embarrassment of riches or -- depending on your perspective -- a really confusing hodge podge of hard-to-classify opportunities. There are simply too many choices, and it's especially hard to decide whether to attend a tech conference or meetup if your company has never attended that particular show before. One thing I love about our industry is that merchants (stores and ecommerce managers) and vendors (apps, platforms, consultants, designers and agencies) are all in the same boat. In short, we have no time for BS. We want events that focus on real information, emerging technologies and human connection. So how do you decide? First things first, make your own list. There are a ton of blog posts out there about 'must attend' conferences, those 'not to miss'. Give me a break! Every business is unique, and you're only as viable as your buyer personas. So make a list of conferences, events and meetups that might help connect you with your prime customers and best partners. Brainstorm, look online, ask around. Make your own list and plan to review every quarter. Then once you've made that list, on paper or Trello or however you work best, go through the following checklist with as many members of your team as possible, especially if you can bring in decision makers from both Product and Marketing. A simple checklist When deciding if you should attend a conference for the first or second time, it's useful to have a checklist for quick, consistent analysis. The checklist I use is deceptively simple. It has only 5 indicators. Would one significant sale pay for itself in terms of customer acquisition cost (CAC)? If the conference did work out, is it something you would attend every year? Would it be the right place for you to speak, either now or in the future? Is this your scene, your community? Are there companies, merchants, agencies, vendors etc. attending whom you wouldn't see any other time this year? (Even just one counts, if sufficiently high-value.) In short, if you can tick all five boxes then you should attend the conference. If you can only tick four, it's probably worth attending but needs more debate. If this is the case, then considering point number one in detail -- looking at your current LTV/CAC ratio and considering how the conference could help improve or at least maintain it -- is essential. For ecommerce tech companies like our own, this generally means one big sale or partnership. For ecommerce sites it can also take the form of discovering new tech (like Littledata, Klickly or ReCharge) that will help increase sales and marketing ROI. If you can tick all five boxes then you should definitely attend the conference The checklist works even if you've already attended the conference in the past. Just consider point two already covered and proven! If you're in the ecommerce space, definitely consider platform-specific conferences. Shopify and Magento have regular events and meetups around the world, and word on the street is that BigCommerce will be really ramping up their local partner events in 2019. Shopify Unite has consistently been that rare conference that ticks all the boxes for us here at Littledata, but that doesn't mean we're ignoring others that only tick four. We've cast our net wide (using the checklist of course) and are still seeing results. If you want to get a head start on conference browsing for next year, Veeqo has created a calendar of best worldwide ecommerce conferences for 2019. Across the board remember this: success at a conference almost never comes in the form of expected outcomes. Yes, the best outcomes will be aligned with your sales and marketing goals, but sometime the biggest benefits will not be clear for 3, 6 or even 12 months down the line. That's why we do quarterly and yearly reviews of all in-person activities, from networking events to large conferences. I suggest you do the same. Most importantly, have fun! Gone are the days of boring trade shows. Show up. Make connections. And if we're there too, come say hi! Maybe nobody can make analytics sexy, but we at least promise to make them useful. And usefulness is a good place to start...
Categorising websites by industry sector: how we solved a technical challenge
Are you benchmarking your ecommerce site in the right sector?
Littledata launched benchmarks for websites two years ago. They quickly became a key feature of our app, and as customers became more engaged, so did ideas for how to improve our benchmarking and the algorithms that learn from those benchmarks. In response to customer feedback and deeper research into industry sectors, we've made some really exciting improvements over the last few months to make the comparisons even more useful -- and even more dynamic. The changes are five-fold. Detailed sectors and sub-sectors. Almost every customer we talked to said the benchmark comparison was most useful if it was for very similar sites. Previously we only had 50 high-level sectors to compare with; now we have hundreds of low-level sectors. You can visualise the full range. Smarter auto-categorisation of your website. Our machine learning process now has a 95% chance of finding the best sector for your website, meaning you can compare against the most useful benchmark without filling in a single form! Ability to manually change industry sector. And of course, if you're in that 5% that needs human input, then you (or your Enterprise account manager) can pick a better sector in the general app settings page. You might also want to change sectors just to see how you compare. No problem. Benchmarks for technology stacks. Want to see if you are making the most of a technology such as Shopify or Yieldify? Now you can compare with other sites using the same technology, making our ecommerce benchmarking even more powerful for agencies and web developers. Benchmarks for starter websites. Previously we only generated benchmarks for sites with at least 500 monthly visits. We dropped that to 200 monthly visits, so starter websites can see a comparison - and see more detail as they grow. We've launched a live visualisation of how our AI-based website categorizer is mapping a range of industry sectors. It offers a full overview of website categories and segments. And you can drill down to see more details. For example, we've seen a big rise in wine, coffee and health shake retailers this year, many of whom are using our ReCharge integration to get insight into their subscription business models. As our algorithms learn about ecommerce businesses selling beverages of many varieties and automatically categorises sites accordingly, you can now look closely at a particular segment to see how your site compares. Littledata is an Agile company. We're constantly iterating, and continuously improving the benchmarks to make them more actionable, so please give us feedback if you'd like to see more. Happy benchmarking!
New help center articles on Shopify tracking and ReCharge integration
We recently launched the Littledata Help Center to make it easier for customers to find the most relevant answers to their analytics questions. You can think of it as the more formal, technically-minded cousin of our popular analytics blog (which you're reading right now). With detailed new articles on Shopify tracking and how our ReCharge integration works, the Littledata Help Center is a go-to resource for current customers and ecommerce managers looking for a clearer view of how to use Google Analytics effectively. About our Help Center Like many startups, we began by using our blog as the main support resource, with articles on everything from Google Analytics to GDPR. Yet as we've grown, so have the number of setup guides and technical details we feel we should provide for a seamless user experience. In short, our support articles have outgrown the blog! Not to worry, blog fans. The blog will continue to be a resource for anyone interested in ecommerce analytics. We've been honoured at all the industry attention our blog has received, and we look forward to growing both resources side-by-side in the coming years. Shopify tracking Until you know what to look for, choosing the right Shopify reporting app can seem like a daunting process. There are a number of apps that are good at tracking just one thing, or helping you visualise some of the tracking you already have set up. Littledata's Shopify app is different. It's become especially popular with Shopify Plus stores and medium-sized Shopify sites on the enterprise growth path because it fixes your tracking and provides a full optimisation suite, including automated reports, benchmarks and buyer personas, to help optimise for dramatically higher revenue and conversions. New support articles help break down how this all-in-one solution works, including what you can track with our Shopify reporting app and setup guides for basic and custom installations. ReCharge integration Advanced Google Analytics integration for stores using ReCharge is one of our most popular integrations. It's a streamlined way to get accurate subscription analytics, including marketing attribution and LTV reporting. New support articles break down how ReCharge integration works with Littledata. You'll find guides on everything from how to check if the integration is working, to FAQs and more technical articles about tracking first-time versus recurring payments with GA views. We hope you take full advantage of Littledata's Help Center. Of course, you can always reach out to our support team directly from the Intercom popups on our blog, public site and app. We're available Monday to Friday in time zones around the world. Don't hesitate to get in touch, and remember -- your success is our success!
Intro to the Littledata app (VIDEO)
How does the Littledata app work? It's magic! Or at least it feels that way. This new video gives a quick overview of how it all fits together. Our ecommerce analytics app is the only one on the planet to both fix your tracking and automate reporting. Our customers see dramatic growth, from higher add-to-cart rates to better return on paid search. But what happens first, and what happens next? If you're an ecommerce marketer using Google Analytics, Littledata will make your job a whole lot easier. The process breaks down to four core steps, which you can repeat as often as you'd like. First you connect your analytics account, marketing channels like Google AdWords and Facebook Ads, and website data from tools like Shopify, ReCharge and CartHook. (And yes, we'll help you comply with GDPR). Then you use the Littledata app to audit your analytics setup and fix your tracking. Shopify stores can fix tracking automatically -- other sites get clear recommendations on what to do. If your goals include higher marketing ROI and increased conversions, the next step is to automate reporting with report packs and a smart dashboard, available directly in the app. And then it's time to optimise revenue with industry benchmarks, enhanced reporting and buyer personas, all built automatically. Sign up today for a free audit of your analytics setup, or book a demo to learn more. A complete picture of your ecommerce business is just around the corner!
Introducing Littledata's agency partner program
We're excited to announce a new partner program for agencies! The pilot version was a huge success, so now we're opening up the program to any agency looking for a smarter ecommerce analytics solution. If you're using a BI dashboard and maybe some tools like Data Studio and Supermetrics, that's great, but you still need an advanced analytics solution like Littledata. Our app takes data science to the next level by actually fixing your customers' Google Analytics setups to ensure accurate tracking at every customer touch point. Then the app uses that data to automatically build smart, relevant reports. Additional benefits for partners include advanced setup with GTM and Facebook Pixel, custom reporting and analytics training. It's a win-win! If you're a digital agency with ecommerce clients, Littledata will make your job a whole lot easier. Ecommerce analytics for agencies Partnerships are at the centre of our business. At Shopify Unite this year, we announced the pilot phase of this new program that makes it easier for marketing agencies and ecommerce site developers to bring accurate analytics to their clients. But while Shopify is our most extensive integration, our agency partner program is designed for anyone working the ecommerce space, whether your clients are on Shopify Plus, Magento, Demandware, another platform or a custom build. As long as they're using Google Analytics to track marketing and shopping behaviour, Littledata will help you help them. Key benefits for agencies: Guarantee accurate data for your customers Save time by automating Google Analytics setup and reporting Automated reporting with proven results for ecommerce growth Custom views and dimensions in GA that you can use however you want Google-certified account managers to answer customer questions about analytics Easy access to client reports with our team members feature Analytics training for your team Complete ecommerce analytics suite: Scan and fix tracking issues with our industry-leading analytics audit tool Automate reporting with both pre-built report packs and custom reports for your client base Smart marketing tools, including buyer personas and Enhanced Ecommerce tracking for more effective AdWords retargeting Web and ecommerce benchmarks, plus an option for private benchmarks among your clients Subscription analytics for clients selling subscription boxes or offering subscription plans (we offer the only advanced Google Analytics integration for ReCharge stores) Easy integrations with apps like Refersion and Carthook How it works Our onboarding process for ecommerce agencies is very straightforward. It starts with a conversation where we can learn about each other's businesses. If it's a good match, we move on to sign a partnership agreement with clear terms for referrals and revenue share, then get you started with a test account for your first referral. The Littledata app creates a test property so that you - and your client, if you wish - can see how our tracking compares against the current Google Analytics setup. Once you go live with the new tracking, we work directly with your team to help you get the most out of the app's functionality, and begin to develop custom reports and private benchmarks, depending on what's most relevant to your agency business model. We also build a co-marketing plan with your team to help the partnership reach the right customers at the right time. And then - you got it - we grow together to take over the universe! Or at least we help growing ecommerce sites reach exponential levels of growth. (Read some customer stories.) Littledata's agency partner program is highly selective, but we do try to respond to all inquiries. So if you're looking for better ecommerce analytics for your clients, please do get in touch.
My first design sprint
Littledata believes that happiness and productivity go hand-in-hand, but what does that look like in practice? In this post I'll share a bit about our workplace culture and most recent design sprint, from the perspective of me, our newest team member! Four years ago a new company emerged - Littledata. Fast forward to today and we have major ecommerce customers around the world, including Made.com, Figleaves and Age UK. Our consulting business has grown to develop a suite of ecommerce analytics technology that anybody can use - including an industry-leading analytics audit, automated reporting with Google Analytics and even a dedicated Shopify reporting app. And the team has continued to expand - Meet our great team here My story I joined Littledata two months ago, and it's already been an amazing journey. I was working as a marketing specialist at a Romanian company when a friend pinged me about the opportunity to work at Littledata. I was not looking for a job at the time but I was impressed about the innovative app they had created, so I knew I had to meet them. Initially, I applied for an open position listed on Littledata's careers page. Unfortunately, my background experience in that field was not so generous and I did not get the job. (True story!) But no worries there, as Littledata saw potential in my good attitude, proactive work ethic and willingness to learn. After some additional interviews and a test project, they gave me a chance and created a new position for me as a marketing assistant. This was a clear sign of an open-minded work culture that invests in its employees and focuses as much on potential as on experience. In short, I accepted the job and joined the European team. It was one of the best professional decisions I've ever made. Since I joined Littledata I've learned more in two months than in an entire year at other companies. My colleagues and supervisor took time and patience to teach me and guide me through skills that otherwise I couldn’t have learned by myself. Littledata is a data company - and Google Analytics isn’t easy stuff - but since we’re dedicated to making analytics as painless and as useful as possible to our customers, it’s an exciting and exhilarating place to work. There are new challenges and great successes every single day in the office. Besides the best mentorship I am receiving, my peers proved to be very fun and sociable. It’s a place where we do work as a TEAM, helping and supporting each other. The only competition we have is from our competitors. Moreover, the perks I got with the job with remote-working hours and annual offsites in a different countries, easily trump the perks of working at big corporations. I discovered that the fast evolution of Littledata is due to its employees. Littledata’s senior staff believes that true innovation comes from happy employees. (Want to see the data? There is statistical evidence that happiness and a positive workplace culture drive both productivity and profit.) By focusing on building a strong internal bond, offering excellent benefits and driving diversity, Littledata created a one-of-a-kind workplace environment. Things weren’t always easy tough. They’ve had their share of challenges. See how Littledata went through the challenges of developing a Shopify integration. Where do we work? As Littledata grew, the team expanded worldwide. Our offices are located in New York City, London and Cluj-Napoca (Romania), and we have employees and consultants in over 8 different cities. Here in Cluj, the workspace was recently renovated and each room is personalised after each employee’s personal mark. In this way, we all feel comfortable and productive at our workspace. Many times we don’t even use our office desks, preferring to work intently on our sofas and bean bag chairs, or outside in the hammocks. We might have a remote work culture, but we stay constantly connected. Our communication strategy includes Skype for official meetings and Google products (Calendar, Drive, etc) and Slack for fast chatting, collaborating and updating. To keep track of our projects we use Trello cards, where we split the team into different boards, depending on their department. We found that it’s the best way to connect all our team and not get lost in a messaging abyss despite the different time zones. My first design sprint In order to bring clarity in our roadmap and kickstart new features, we embrace the Design Sprint philosophy. A design sprint is a five-phase framework that helps answer business questions through a fast-paced prototyping and user testing. Understand (review background and user insights) Diverge (brainstorm what’s possible) Converge (rank solutions, pick one) Prototype (create a minimum viable concept) Test (validate with users) Basically, we pick a time and a place where we all gather up every three months and do some Sprint-Planning focused on a specific goal. The process helps to spark innovation and align team members under a shared vision. Through this hyper-focus, we can build better features and launch them faster. I recently joined a Design Sprint that took place in a beautiful villa on the island of Mallorca. In the first day I assisted at a short introduction from our organizer, followed-up by the schedule presentation of our 5 day sprint-design and reviews from my colleagues regarding the last Sprint. Afterwards, we separated into two groups, the product team and the marketing team. I joined the marketing team, and for the next 5 days we worked on new ways to promote Littledata by answering the needs and the common questions our customers have. After we all agreed on the most important topics to cover we split up into three teams of two people each. One team managed a new promotional video, the other took on the app’s features process and the last one worked on a customer onboarding process. I was in the app’s features team - check them out: Littledata’s features. The product team came up with a way to increase engagement in our Shopify app and started to develop an exciting new feature that we’ll be launching next quarter! On the 4th day the product team and the marketing team reunited, presented their work and ideas, and voted on each other’s ideas. The last working day was the prototype day where both teams tested their prototypes with real customers. This was an essential part of the Sprint and definitely worth doing if you’re thinking of running a Design Sprint yourself! The Sprint-Planning was also a great way for catching up with each other and spend quality time with all the team members. Our leisure time was spent in Spain, traveling and engaging in fun activities. Work hard, play hard! We even spotted one of our customer's products, Micro-scooters, in a shop window Palma's old city! Perks In my opinion, one of the biggest perks of working at Littledata is the remote-working hours. A flexible and personalized work schedule gives the employees the opportunity to balance work and personal life very efficiently. Besides, the company offers the benefit of working from home when needed. We can work from a coffee shop, a HubSpot, a park or wherever we feel like it. You can work from anywhere ... just make sure to have a good internet connection. Healthcare is also assured. No need to worry about this topic, because for employees in Romania, Littledata grants personal health insurance through our Groupama collaborators. Wellness is also supported by weekly fruit baskets, tea, coffee and other yummy snacks. Integrating all of these pieces together we create a comfy and positive environment for our employees. Workplace culture (PS we're hiring) Our growing team is opened in hiring new staff members who bring value and personality into Littledata. A strong professional background helpful, but a drive to learn is just as important - get involved and be proactive, we encourage learning in all of our activities. We look for people that are passionate, ambitious and always want to challenge themselves. Another criteria that we are fond of is respect. Our company has a strong policy in respecting its employees. As we are very diverse in culture, we coordinate to celebrate each person's holiday and major life event. And last but not least, we are fun folks. Be serious in your work but have a positive and cheerful attitude. And guess what? We are hiring! We have big plans building some awesome products. So come join us, either as an employee or as a collaborator, to create new features using the latest analytics technology. Check out our open positions here. We’d love to hear your opinion - what do you think a great workplace looks like? Leave a comment below and subscribe to our newsletter for the latest in everything analytics.
Introducing Team Invites
Team invites are here! It's now easier than ever to collaborate with team members in your Littledata account. In the new digital landscape, collaboration is the mother of invention. Our new Team feature lets you easily manage additional users for your Littledata account, so that everybody on your home team - or on a particular marketing or ecommerce project - can view smart metrics and reports for your site. What's new All Littledata accounts now include team functionality. You can invite and manage team members from your Littledata admin. Here's what you can do with Team members in Littledata: Invite new team members Manage current members Respond to requests to join your team From simply sharing reports to collaborating on complex analytics projects, team invites are a straightforward way to share information and hone down on accurate data, whether you're currently in the data setup phase or focusing on making and understanding business decisions based on that data stream. Adding team members to your account helps to ensure that your colleagues can take advantage of the automated reporting you set up in Littledata to get a clear view of your online business performance. And it doesn't stop there. Team members have access to all of the features in your Littledata plan, so you can collaborate on projects such as setting up accurate tracking, benchmarking your site, and running data-driven campaigns based on buyer personas. Note that while you can have multiple team members, there can only be one account owner for each Littledata subscription -- and only the owner can use the app to make changes in GA. Team members can view audits and reports but cannot make changes to the connected Google Analytics property using the Littledata app. We automatically limit permissions in this way to ensure that the account owner has oversight on any changes to tracking and reporting. Benefits for users, partners and agencies Team invites aren't just for your core ecommerce team. They can be used to enhance collaboration and ensure accurate reporting on any number of projects. The benefits extend to every type of Littledata user: General users can collaborate with both internal teams and external consultants such as PPC agencies Agencies can manage customer accounts internally (as an owner) or externally (as a team member) Partners can access client website data in one streamlined tool, including benchmarks, and find ways to optimise custom report packs based on client needs Team owners can always remove member permissions at a later date, so the Team feature is ideal for growing ecommerce sites that want to control who has access to their Google Analytics data when they change agencies or move on to a different project. Your Littledata team might be composed of members from a variety of teams in your office, and that's okay. In fact, it's encouraged. Sometimes your marketing department needs a good way to collaborate with your data team, your online merchandising department or your ecommerce site developers. As Littledata offers ways to both fix your tracking and get more relevant reporting, our app often brings new teams together to make smarter decisions. Early adopters of our Team functionality have found it particularly useful for expanding the range of reports they use in Littledata. In addition to finding ways to further enhance custom dashboards and reports, sometimes a team member will notice a particularly relevant report pack that had previously been overlooked, and the metrics in that pack will end up making the biggest difference to your online revenue. How to invite new team members and manage invitations To manage team members, login to your Littledata account and go to Settings > Members. You can access the Settings menu by clicking on the gear icon on the upper right, and you'll find Members in menu bar on the left. From the Members page, you can send new invitations, manage sent invitations, and respond to requests to join your team. In addition to invites, users can request to join an existing team. When new users sign up for Littledata or current users add a new site/view to their account, they can search for your site and request to join your team. When someone requests to join your team, you'll receive a notification at your registered email. You can either accept or remove their request. Wondering how to join a current Littledata team? You can request to join an existing team when you sign up using your Google account or a supported social login (currently Facebook and Twitter). Scalability Team member functionality is the logical next step in helping to support sustainable business growth for our customers. Last year we switched to transaction-based pricing because we are dedicated to providing apps and managed services that easily scale with any online business, whether you're doing $5,000 or $250,000 per month in sales when you first get going with Littledata. Our pricing is per web property (you need a separate account for each particular Google Analytics view or data source), not per user. Standard and higher plans include unlimited team members, but if you need a unique team setup or multi-site dashboard, let us know. We hope you love the new Team feature as much as our team does here at Littledata!
Our top 5 posts from 2017
We're an ecommerce analytics company, so it's no surprise that Shopify and Google Analytics top the list of topics in our most-read and most-shared posts of 2017. But what continues to surprise us is how many online businesses know that their analytics setup needs to be fixed, but put off the decision to take action. Luckily tools like our Shopify reporting app are making it easier than ever to get accurate data and automated reporting that really drives revenue. If fixing your tracking and making decisions based on trustworthy data wasn't your main new year's resolution for 2018, it should be! Here are the top 5 posts from our analytics blog in 2017. They should provide some inspiration. 1. Is Google Analytics compliant with GDPR? From May 2018 the new General Data Protection Regulations (GDPR) will come into force in the European Union, causing all marketers and data engineers to re-consider how they store, transmit and manage data – including Google Analytics. This popular post looks at basic and full compliance. The rights enshrined by GDPR relate to any data your company holds which is personally identifiable: that is, can be tied back to a customer who contacts you. 2. Shopify Marketing Events vs Google Analytics The ability for other Shopify apps to plug their campaign cost and attribution data into Shopify (via the new marketing events API) is a logical step to building Shopify’s own analytics capability, but is it really a viable substitute for Google Analytics? Google already has a team of hundreds working on Google Analytics, and it seems unlikely that Shopify will be able to dedicate resources to keep up with the functionality that power users need. 3. Is Google Analytics accurate? 6 common issues and how to resolve them How do you know if your Google Analytics setup is giving you reliable data? In this much-linked blog post we look at common problems and explain what can be done to make your tracking more accurate. If the journey of visitors on your site proceeds via another payment processor or gateway, you could be losing the link between the sale (or goal conversion) and the original marketing campaigns. 4. How to increase revenue with Refersion and affiliate marketing Affiliate marketing consistently outperforms other channels for ecommerce businesses. In this special guest post, our integration partner Refersion shares essential tips about how Littledata customers can get a piece of the action. When customers come through affiliate channels, their average customer revenue is 58% higher than other channels. 5. What you can track with our Shopify app Here at Littledata we believe that everyone should have access to professional-level analytics tools for tracking, reporting, and improving sales and engagement. That’s why we built the ultimate Shopify reporting app. This much-shared post outlines 'Shopify’s Standard Tracking vs Littledata for Shopify'. It's a match we're betting on! Shopify is one of the best ecommerce platforms on the planet, but their standard analytics are extremely limited.
It's been a busy and exciting 2017 here at Littledata. Our Shopify reporting app really took off this year, and with a bunch of new features and report packs in the works for 2018 we don't plan on slowing down any time soon. Data never sleeps. If you work in ecommerce, analytics or -- as we happen to do here at Littledata -- ecommerce analytics, the holiday shopping period can be sleepless for the humans in charge of that data, too. So we wanted to take a moment to pause and give thanks. We couldn't have made it this far without you. From our team to yours, happy holidays! May the coming year bring you peace and success.
Littledata at Codess
I was proud to be invited by Microsoft to speak at their Codess event in Bucharest last week to encourage women in software. We talked about how Littledata uses Meteor, Node and MongoDB to run scalable web applications; slightly controversial because none of these are Microsoft technologies! The event was well run and well attended, so I hope it inspires some of the attendees to start their own projects...or to join Littledata (we're hiring).
Custom reporting for marketing agencies
Are you a digital marketing agency looking for new reporting solutions? As our agency partnerships continue to grow, we thought it would be useful to outline how Littledata's custom reporting helps forward-thinking agencies cut down on reporting time, visualise data and improve performance for their clients. The marketing landscape is complex, but your reporting doesn't have to be overly complicated. With such a wide range of channels and sites to track, many agencies struggle to find the best analytics tools. To you we say: Welcome, you've finally found a solution that both simplifies and enhances the reporting process. Smarter reporting and accurate analytics Do you produce regular campaign performance reports in Excel or Google Sheets for your clients? Have you rejected other reporting solutions as being too rigid or complex for your needs? Then Littledata’s custom reports could work well for you and your clients. We automate the data fetching and calculations you currently run manually, and display the results to clients in a streamlined web app. We'll even show you the most important metrics, and report on key changes - automatically. One key advantage over tools such as Tableau, Data Studio or Chartio is that you can define a template report and then roll it out for many different web properties (or segments of websites) with the click of a button. Compared with other solutions you may have considered we also offer: Full support in data setup, report design and client onboarding Branded report packs for your clients and customers Complete life cycle data on your clients' customers, from marketing attribution to repeat purchases (including for subscription-based businesses) 1st line support to end users Flexibility to calculate any metrics (using Google Sheets in our processing pipeline) Comparison to industry benchmarks for sales, marketing and web performance - or create private benchmarks amongst your own client base Actionable insights for any online business to improve marketing ROI and increase conversions, whether one large ecommerce site or a series of micro-sites Integration of Google Analytics with Google Search Console data for powerful SEO reports We’re also open to discussions about white-labelling the Littledata app. This type of partnership works best for agencies with at least 20 clients ready to take advantage of our intelligent analytics tools. Please contact us if you’d like a demo, to see how this has worked for existing customers, or to discuss a particular client’s needs. Get ready to love your analytics :)
How to add tracking for multiple websites or apps (VIDEO)
If you're tracking multiple sites or apps in Google Analytics, you can connect all of these views to your Littledata account and easily switch between them. Watch this quick video to learn how to add or remove a Google Analytics data source in the Littledata app. FAQs - Working with multiple Google Analytics views How do Littledata reports link to Google Analytics views? When you click to set up another site you will see a list of all the Google Analytics properties and views linked to your Google account. Typically you will only be interested in one of the views, which contains data for the site or app you are working on. When you select a view, Littledata fetches the data it needs to enable core features such as our intelligent Google Analytics audit and industry benchmarking. Note that this doesn't commit you to purchase anything. The underlying data in your Google Analytics account is not affected unless you opt-in to our automated fixes, which let you automatically fix particular aspects of your Google Analytics setup. How many websites or apps can I track? You can set up standard reporting for as many websites as you like. However, if you're using Littledata's Pro services for advanced custom reporting, this is priced per view or data source. You can switch between these sites using the drop-down menu in the top bar. Does your reporting work with mobile app properties? Right now, some of the features will work - such as dashboards, alerts and buyer personas - but audit and benchmarking are specifically for websites. How do I add or remove a site? Once you've connected multiple web properties to your Littledata account, you can manage them using the My Sites page under the profile photo drop-down menu in the upper right. Can Littledata handle micro-sites? Yes. If each micro-site have it's own Google Analytics view, then go ahead and connect them all to your Littledata account. If the micro-sites are all under one web view, then ask the Littledata team about custom solutions to create a multi-site dashboard that lets you visualise Google Analytics data from many micro-sites and benchmark against each other. We have done this for a range of customers and are happy to discuss the details of what is involved in reporting on multiple micro-sites, whether just a few or several hundred!
TechHub London demo roundup
Last night we gave a live demo of the Littledata app at TechHub London's Tuesday demo night. It's always exciting to share Littledata with other entrepreneurs and business owners, and to get their feedback about Google Analytics issues (everybody has some!). But in this post I'm putting our app aside for a moment in order to share some thoughts on the other company demos from the event. After all, isn't sharing feedback and ideas what the TechHub community is all about? My Film Buzz MyFilmBuzz is an early stage mobile app – launched eight weeks ago with 150 users. The user interface is really intuitive; making use of great visuals from movies and Tinder-style swiping to rate movies. The commercial problem is competing with established players like Rotten Tomatoes with big established audiences. Can a better interface tempt film viewers away? HeathClub TV HeathClub TV offers personalised training videos and exercises, selling via personal trainers who create their own profile and packages. A bit like Udemy for personal training courses, the trainers take a cut of the course fees. Again personal fitness is a very competitive market – the founder said one competitor spent £1.5m on their first version mobile app. I’ve personally enjoyed the 8-fit mobile app, with a similar mix of video exercises but without the marketplace for trainers to produce content. It will be interesting to see if the user generated content model wins out in this market. Trevor.io Trevor helps companies visualise data sources from their own business, such as SQL databases. The user interface makes a good job of simplifying a complex task, switching between table and graph views. As a data geek, I love it! We thought about a similar product in the early stages of Littledata, so my big question is: how many users have the analytical knowledge to create the data integrations, but aren’t comfortable using SQL or similar. At Littledata, most of our analysts progress to coding, because it makes them quicker to do the analysis – but then we are an unusually techy company. Grocemania Grocemania allows customers to place orders from local retailers, charging a small delivery fee (£2.50) and small minimum order (£10) subsidised by 15% commission from the retailers. They have launched a pilot in Surrey with nine retailers. The strategy seems to be to undercut other delivery companies, with lower delivery costs from freelancers and passing stock control onto the retailers. The presenters got a groan for highlighting how they reduce employment costs, but my real concern is how they can profitably undercut companies like Amazon who are ruthless pros at retail and delivery. Worksheet Systems Similar to Trevor, Worksheet Systems aims to solve the problem of storing lots of data in interconnected spreadsheets. Their idea is to split the user interface and database inherent in a complex spreadsheet, and present as a kind of Google Sheet – rather than the customer building an actual database. It looks really powerful, but I wasn't clear what it can do that Google Sheets doesn’t; we use Sheets for lots of smaller ‘databases’ in Littledata, and it’s both simple and powerful. Crowd.Science Crowdfunding for scientific projects, helping scientists raise money from individual donations, business sponsorship and charitable trusts. They take 5 – 10% commission of the money raised. It seems like a great model: crowdfunding is well proven in other areas, and some scientific projects have real public benefit. As the trustee of a grant-giving trust, I know the way we find projects is fairly inefficient, so this platform would be a great benefit as it takes off. Realisable Realisable is an Extract, Transform and Load (ETL) tool, with a visual business rules editor to transform a data source. Their live demo uses a job to transform unshipped orders from Shopify into a format that can be exporting to an accounting package, adding a customer ID to the transactions. I investigated this market in 2016, and there are some very big companies in the ETL market. Many of their products suck - a great opportunity - but there are ones with better user interfaces like Stitch Data. Talking to the founders afterwards, their strategy is to dominate a channel (in their case, Sage consultants); I know this has really worked for another ETL tool, Matillion for Amazon RedShift. Conclusion What’s my favourite idea (outside of Littledata)? Crowd.Science has the biggest potential commercially I think, but I do love Trevor’s product.
Introducing Buyer Personas
This week we're excited to introduce Buyer Personas, a game-changing new feature for marketers and ecommerce teams that are serious about hacking growth at a major scale. Do you know which types of customers are most likely to convert? Gathering customer data is one thing, but turning it into actionable insights is another. We've found that Littledata users are often struggling to find the exact differences between web visitors that buy and those that don't buy, especially when it comes to particular marketing channels. Littledata's new Buyer Personas feature automatically generates user personas based on your particular Google Analytics ecommerce setup or conversion goals, making it easier than ever to target your marketing and on-site content at those shoppers most likely to engage, convert, and grow with your online business in the long term. For example, if you know that users who arrive on your site on the weekend, in the afternoon are more likely to buy, then you should allocate more of your budget to those times. Or if users on tablets are most likely to convert, then target campaigns and ad formats most relevant for that screen size. Accurate Data If you have a decent Google Analytics setup it is possible to look at how different attributes of the user (age, browsing device, time of visit, etc.) affect their likelihood of converting. The better the data setup for your 'people analytics', the more detailed the report can be – when's the last time you audited your website's Google Analytics setup? Buyers or Users? We’re calling the new feature Buyer Personas since this is often requested by retail customers, but it is equally relevant if you have another conversion goal (eg. registrations, event bookings). In all of these cases, your customers are essentially 'buying in' to your product or service. You can switch the conversion metric at the bottom of the Buyer Personas page in the app. Marketing Channels Buyer personas give you actionable insights on particular channels, such as paid search, while also improving your overall understanding of your ideal customer base. The feedback is split out by channel so you can action it more easily: how you would re-organise your paid search marketing is very different to how you re-target your email marketing, but both are needed. The reality is that most smaller websites won’t have any of the ideal people of their site. We are not saying that only that exact profile will convert but that, by targeting the marketing on those who convert most easily, you can improve your return on investment. Pick the category with the biggest potential audience first. The first iteration of the new feature is live in the app this week. We look forward to hearing your feedback! Note that to generate Buyer Personas, you will need an active conversion goal or ecommerce tracking setup, and a minimum of 50 conversions in the previous month. Don't have a Littledata account yet? Sign up today to fix your Google Analytics setup for free and start generating buyer personas.
How Google Analytics works
Online reporting: turning information into knowledge
Websites and apps typically gather a huge flow of user behaviour data, from tools such as Google Analytics and Adobe Analytics, with which to better target their marketing and product development. The company assumes that either: Having a smart web analyst or online marketer skim through the reports daily will enable management to keep tabs on what is going well and what aspects are not Recruiting a ‘data science’ team, and giving them access to the raw user event data, will surface one-off insights into what types of customers can be targeted with which promotions Having worked in a dozen such companies, I think both assumptions are flawed. Humans are not good at spotting interesting trends, yet for all but the highest scale web businesses, the problem is not really a ‘big data’ challenge. For a mid-sized business, the problem is best framed as, how do you extract regular, easy-to-absorb knowledge from an incomplete online behavioural data set, and how do you present / visualise the insight in such a way that digital managers can act on that insight? Littledata is meeting the challenge by building software to allow digital managers to step up the DIKW pyramid. The DIKW theory holds that there are 4 levels of content the human mind can comprehend: Data: the raw inputs; e.g. the individual signals that user A clicked on button B at a certain time when visiting from a certain IP address Information: provides answers to "who", "what", "where", and "when" questions Knowledge: the selection and synthesis of information to answer “how” questions Wisdom: the extrapolation or interpretation of this knowledge to answer “why” questions Information is what Google Analytics excels at providing an endless variety of charts and tables to query on mass the individual events. Yet in the traditional company process, it needs a human analyst to sift through those reports to spot problems or trends and yield genuine knowledge. And this role requires huge tolerance for processing boring, insignificant data – and massive analytical rigour to spot the few, often tiny, changes. Guess what? Computers are much better at the information processing part when given the right questions to ask – questions which are pretty standard in the web analytics domain. So Littledata is extending the machine capability up the pyramid, allowing human analysts to focus on wisdom and creativity – which artificial intelligence is still far from replicating. In the case of some simpler insights, such as bounce rates for email traffic, our existing software is already capable of reporting back a plain-English fact. Here’s the ‘information’ as presented by Google Analytics (GA). And here is the one statistically significant result you might draw from that information: Yet for more subtle or diverse changes, we need to generate new ways to visualise the information to make it actionable. Here are two examples of charts in GA which are notoriously difficult to interpret. Both are trying to answer interesting questions: 1. How do users typically flow through my website? 2. How does my marketing channel mix contribute to purchasing? Neither yields an answer to the “how” question easily! Beyond that, we think there is huge scope to link business strategy more closely to web analytics. A visualisation which could combine a business’ sales targets with the current web conversion data, and with benchmarks of how users on similar sites behave, would give managers real-time feedback on how likely they were to outperform. That all adds up to a greater value than even the best data scientist in the world could bring. Have any questions? Comment below or get in touch with our team of experts! Want the easier to understand reports? Sign up! Get Social! Follow us on LinkedIn, Twitter, and Facebook and keep up-to-date with our Google Analytics insights.
Why do I need Google Analytics with Shopify?
If the lack of consistency between Shopify’s dashboards and the audience numbers in Google Analytics is confusing, you might conclude that it’s safer to trust Shopify. There is a problem with the reliability of transaction volumes in Google Analytics (something which can be fixed with Littledata’s app) - but using Shopify’s reports alone to guide your marketing is ignoring the power that has led Google Analytics to become over by over 80% of large retailers. Last-click attribution Let’s imagine your shoe store runs a Google AdWords campaign for ‘blue suede shoes’. Shopify allows you to see how many visits or sales were attributed to that particular campaign, by looking at UTM ‘blue suede shoes’. However, this is only capturing those visitors who clicked on the advert and in the same web session, purchased the product. So if the visitor, in fact, went off to check prices elsewhere, or was just researching the product options, and comes back a few hours later to buy they won’t be attributed to that campaign. The campaign reports in Shopify are all-or-nothing – the campaign or channel sending the ‘last-click’ is credited with 100% of the sale, and any other previous campaigns the same customer saw is given nothing. Multi-channel attribution Google Analytics, by contrast, has the ability for multi-channel attribution. You can choose an ‘attribution model’ (such as giving all campaigns before a purchase equal credit) and see how much one campaign contributed to overall sales. Most online marketing can now be divided into ‘prospecting’ and ‘retargeting’; the former is to introduce the brand to a new audience, and the latter is to deliberately retarget ads at an engaged audience. Prospecting ads – and Google AdWords or Facebook Ads are often used that way – will usually not be the last click, and so will be under-rated in the standard Shopify reports. So why not just use the analytics reports directly in Google AdWords, Facebook Business, Twitter Ads etc.? Consistent comparison The problem is that all these different tools (and especially Facebook) have different ways of attributing sales to their platform – usually being as generous as possible to their own adverting platform. You need a single view, where you can compare the contribution of each traffic source – including organic search, marketing emails and referrals from other sites – in a consistent way. Unfortunately, Google Analytics needs some special setup to do that for Shopify. For example, if the customer is redirected via a payment gateway or a 3D secure page before completing the transaction then the sale will be attributed to a ‘referral’ from the bank - not the original campaign. Return on Advertising Spend (ROAS) Once you iron out the marketing attribution glitches using our app, you can make meaningful decisions about whether a particular form of marketing is driving more revenue that it is costing you – whether there is a positive Return on Advertising Spend. The advertising cost is automatically imported when you link Adwords to Google Analytics, but for other sources, you will need to upload cost data manually or use a tool like funnel.io . Then Google Analytics uniquely allows you to decide if a particular campaign is bringing more revenue than it is costing and, on a relative basis, where are the best channels to deploy your budget. Conclusion Shopify’s dashboards give you a simple daily overview of sales and products sold, but if you are spending more than hundreds of dollars a month on online advertising – or investing in SEO tactics – you need a more sophisticated way to measure success. Want more information on how we will help improve your Shopify analytics? Get in touch with our experts! Interested in joining the list to start a free trial? Sign up! Get Social! Follow us on LinkedIn, Twitter, and Facebook and keep up-to-date with our Google Analytics insights.
Top 5 Google Analytics metrics Shopify stores can use to improve conversion
Stop using vanity metrics to measure your website's performance! The pros are using 5 detailed metrics in the customer conversion journey to measure and improve. Pageviews or time-on-site are bad ways to measure visitor engagement. Your visitors could view a lot of pages, yet be unable to find the right product, or seem to spend a long time on site, but be confused about the shipping rates. Here are the 5 better metrics, and how they help you improve your Shopify store: 1. Product list click-through rate Of the products viewed in a list or category page, how many click through to see the product details? Products need good images, naming and pricing to even get considered by your visitors. If a product has a low click-through rate, relative to other products in the list, then you know either the image, title or price is wrong. Like-wise, products with very high list click-through, but low purchases, may be hidden gems that you could promote on your homepage and recommended lists to increase revenue. If traffic from a particular campaign or keyword has a low click-through rate overall, then the marketing message may be a bad match with the products offered – similar to having a high bounce rate. 2. Add-to-cart rate Of the product details viewed, how many products were added to the cart? If visitors to your store normally land straight on the product details page, or you have a low number of SKUs, then the add-to-cart rate is more useful. A low add-to-cart rate could be caused by uncompetitive pricing, a weak product description, or issues with the detailed features of the product. Obviously, it will also drop if you have limited variants (sizes or colours) in stock. Again, it’s worth looking at whether particular marketing campaigns have lower add-to-cart rates, as it means that particular audience just isn’t interested in your product. 3. Cart to Checkout rate Number of checkout processes started, divided by the number of sessions where a product is added to cart A low rate may indicate that customers are shopping around for products – they add to cart, but then go to check a similar product on another site. It could also mean customers are unclear about shipping or return options before they decide to pay. Is the rate especially low for customers from a particular country, or products with unusual shipping costs? 4. Checkout conversion rate Number of visitors paying for their cart, divided by those that start the process Shopify provides a standard checkout process, optimised for ease of transaction, but the conversion rate can still vary between sites, depending on payment options and desire. Put simply: if your product is a must-have, customers will jump through any hoops to complete the checkout. Yet for impulse purchases, or luxury items, any tiny flaws in the checkout experience will reduce conversion. Is the checkout conversion worse for particular geographies? It could be that shipping or payment options are worrying users. Does using an order coupon or voucher at checkout increase the conversion rate? With Littledata’s app you can split out the checkout steps to decide if the issue is shipping or payment. 5. Refund rate Percent of transactions refunded Refunds are a growing issue for all ecommerce but especially fashion retail. You legally have to honour refunds, but are you taking them into account in your marketing analysis? If your refund rate is high, and you base your return on advertising spend on gross sales (before refunds), then you risk burning cash on promoting to customers who just return the product. The refund rate is also essential for merchandising: aside from quality issues, was an often-refunded product badly described or promoted on the site, leading to false expectations? Conclusion If you’re not finding it easy to get a clear picture of these 5 steps, we're in the process of developing Littledata’s new Shopify app. You can join the list to be the first to get a free trial! We ensure all of the above metrics are accurate in Google Analytics, and the outliers can then be analysed in our Pro reports. You can also benchmark your store performance against stores in similar sectors, to decide if there are tweaks to the store template or promotions you need to make. Have more questions? Comment below or get in touch with our lovely team of Google Analytics experts! Get Social! Follow us on LinkedIn, Twitter, and Facebook and keep up-to-date with our Google Analytics insights.
It’s Black Sunday – not Black Friday
The biggest day for online retail sales among Littledata’s clients is the Sunday after Black Friday, followed closely by the last Sunday before Christmas. Which is more important - Black Friday or Cyber Monday? Cyber Monday saw the biggest year-on-year increase in daily sales, across 84 surveyed retailers from the UK and US. In fact, Cyber Monday is blurring into the Black Friday weekend phenomenon – as shoppers get used to discounts being available for longer. We predict that this trend will continue for 2016, with the number of sales days extending before and after Black Friday. Interested in what 2016 will bring? Stay tuned for our upcoming blog post! Want to see how you did against the benchmark? Sign up for a free trial or get in touch if you have any questions! Get Social! Follow us on LinkedIn, Twitter, and Facebook and keep up-to-date with our Google Analytics insights.
The Black Friday Weekend of 2015
Shoppers on Black Friday are becoming more selective – with a decrease in the number of retailers seeing an uplift in Black Friday sales, but an increase in the purchase volumes seen at those selected stores. Littledata looked at the traffic and online sales of 84 ecommerce websites* over the Black Friday weekend (four days from Friday to the following Monday), compared with the rest of the Christmas season (1st November to 31st December). 63% of the surveyed retailers saw a relative increase in traffic on Black Friday weekend 2015 versus the remainder of the season, compared with 75% of the same retailers seeing traffic rise on Black Friday 2014. This implies some decided to opt out of Black Friday discounting in 2015 or got less attention for their discounts as other retailers spent more on promotion. The same proportion of retailers (60% of those surveyed) also saw a doubling (on average) in ecommerce conversion rate** during Black Friday 2015. In 2014, over 75% of retailers saw an improved conversion rate during Black Friday, but the median improvement over the rest of the season was just 50%. 61% of websites also saw an increase in average order value of 16% during Black Friday 2015, compared with only 53% seeing order values increase the previous Black Friday. We predict that this trend will continue in 2016, with a smaller number of websites benefiting from Black Friday sales, but a greater increase in ecommerce conversion rate for a select few. Be sure to check back for what the actual trends will be for 2016! Let us know what you think below or get in touch! * The surveyed websites were a random sample from a group which got a majority of their traffic from the UK or the US. The data was collected from Google Analytics, and so represents real traffic and payments. ** The number of purchases divided by the total number of user sessions Image credit: HotUKDeals Get Social! Follow us on LinkedIn, Twitter, and Facebook and keep up-to-date with our Google Analytics insights.
Best small business tools
Every business has their own strategies and tools to achieve goals and performance. There are millions of new apps and software being built from accounting software to simple infographic tools. We did a bit of digging and found some small business tools, we think are great and you may like as well! Intercom Intercom is a customer messaging platform, which allows companies to communicate with their clients in a way that’s ‘simple, personal, and fun for everyone’. They have a few internal tools to make communication easier, including a live chat, marketing automation, and customer support. These allow you to chat with visitors while they’re on your website so you can convert them right away, you can onboard and retain customers through emails, push and in-app messages, and customers can ask for help in your app by email or social. So Intercom has done wonders for communications! We investigated more, and they’ve done a little more... They offer books that help companies communicate better and luckily for you, you can check them out here! At Littledata, we’ve integrated Intercom into our web app to allow clients to contact us directly in their own time, and for us to send important updates. Read more about it in our blog post: New In Littledata! Xero Xero is a ‘beautiful accounting software’ that gives you a real-time view of your cashflow. It’s set up in the cloud, so you’re able to login anytime, anywhere and from any device. It’s the best way to get paid faster; you can send invoices directly to your customers online, and get updates when they’re opened. As Xero says, “it’s a small business accounting software that’s simple, smart and occasionally magical”. Here’s a wonderful and insightful video of how it works: To give you real customer feedback, Xero has a few stories that give you insights into why small business have used them. Think it’s a branding source for Xero? Nope. They’ve taken the soul of these companies and created videos to showcase thriving businesses. Some testimonials include getting up to speed on financials with no number-crunching, bringing tech and craft together, efficiency and transparency, and more. Trello Trello is an ‘easy, free, flexible, and visual way to manage’ projects and organise anything. It’s used by many companies from all over the world for many different reasons. Not only can you visualise a whole company, but you can personalise the boards to your company branding, making it your own. Through Trello boards, you can keep track of clients, assign tasks to individuals, move projects along a path, customise your approach, and more. It’s the perfect small business tool to help you visualise your progress. At Littledata, we’ve created numerous boards based on different aspects of our business from development to marketing, which allows us to work better as a team. Skype Skype is a communication application that ‘keeps the world talking, for free’. It’s a perfect small business tool to not only keep in contact internationally, but you can create group calls among team members with both internally and to remote teams. Over the past few years, Skype has evolved bringing more efficient communication to companies and individuals. You’re not only able to call Skype to Skype, but you can have group calls, call phones anywhere in the world, and trust us, at a much lower rate, and you can screen share, which simplifies training or calls. At Littledata, we currently use Skype to communicate within our London office when working remotely and to share documents, and we use it to keep up to date with our Romanian office. Through weekly meetings and constant updates, we’re able to know how to efficiently help one another and work as a team, regardless of the time zone. Meetup ‘Meetups are neighbours getting together to learn something, do something, share something...;’. It’s the world’s largest network of local groups, making it easier for anyone to organise groups based on common interests. It’s a perfect small business tool, helping people around the world organise themselves to make a difference. As a business you can create groups to showcase your product, giving potential clients a more personal contact, while taking advantage of Meetup’s vast audience. Not only can you use it for business purposes, but there are numerous creative groups from badminton, marketing analytics to cultural groups. Canva Canva empowers the world through design by giving individuals an easy-to-use program for creating beautiful designs and documents. Whether you’re using one of their professional layouts or creating one yourself, you’ll always be showing off stunning graphics, that are simply created through their drag-and-drop feature. You’re not only able to create flyers and banners, but magazine covers, CVs, business cards, and even social media graphics. Canva provides perfect sizing to make all of your designs perfect for any online profile. Not only do they give you different options, but you can add all those cool extras, such as fonts, shapes, and filters. Fireshot You can use the business tool, Fireshot to take screenshots with a few clicks. It gives you different options, including selections, entire web pages, and the visible part of a website. This tool saves time, and allows you to customise by performing quick edits, add text annotation, choose the format of the file, and there are different options to keeping the file. At Littledata, we use this strategy to take screenshots of our web app, which helps us in writing our blog posts to show our clients, and people needing Google Analytics information. It basically helps us promote ourselves! Dropbox Dropbox gives people a trustworthy and secure approach to managing their files. It ‘simplifies the way you create, share, and collaborate’. With a simple download, businesses can have access to all company files from anywhere, bringing teams together constantly. This is a great tool for small businesses as it’s inexpensive, it works with all email providers, and you have an unlimited amount of space. Zoho CRM Zoho CRM ‘empowers the teams and businesses that use it’. It offers insights into running your business, an easy-to-use program, and a solution to processes. It combines good practices, smart choices, and ideal situations into a customised business tool. This business tool is great for small businesses who want to keep track of their sales and manage their client relationships. It allows for custom layouts that make it easy to tailor different approaches to getting more leads or accounts. For the amount of flexibility, Zoho CRM is inexpensive and their customer support is great in helping determine the perfect layout for your business needs. AnswerThePublic AnswerThePublic captures individual’s questions and gives you an aggregated view into motivations and emotions. They basically developed a mind-reading platform that gives topics for content, allowing for new conversations and direct answers to the public’s questions! Here’s a fun video on how this business tool works: The Seeker Littledata Our web app gives you simple and actionable insights into your website’s performance by wading through hundreds of Google Analytics metrics and trends. Our goal is to give you summarised reports that matter based on your goals and priorities. You can find out more about specifics in our blog post: A guide to reporting in Littledata’s web app. We also offer some great freebies! These include a free 30-day pro trial or an audit. With the trial, you get access to pro reporting, where you can see intricate details of significant analytics. With the audit, you get a list of recommendations for how to improve your tracking, which we can set up for you and provide further analytics support. Want more info? Contact one of our wonderful experts! We’re a business tool that allows you to get more from your Google Analytics. Grasping the data can be overwhelming so we’d like to remove that stress and help you look at trends that matter. Our web app does the hard work for you by finding important data, so you just need to look at the app or wait for important alerts that you receive by email! Have any other great business tools? Why not let us know in the comments below! Get Social! Follow us on LinkedIn, Twitter, and Facebook to keep up to date with Google Analytics. Further reading: Inspirational stories of data A guide to reporting in Littledata's web app Image credit: Image courtesy Intercom, Xero, Trello, Skype, Meetup, Canva, Fireshot, Zoho CRM, AnswerThePublic
An (updated) guide to reporting in Littledata's web app
Littledata’s web app gives you simple and actionable insights into your website's performance. Our app scours through hundreds of Google Analytics metrics and trends, in order to give you summarised reports, alerts on significant changes, custom reports and benchmarks against competitor sites. This guide will give you the ins-and-outs of how we generate those important reports that help you make decisions in driving your business. Here’s a glimpse of what’s below: Free core reporting for unlimited users How to authorise access to your Google Analytics data Picking the right Google Analytics view for reporting Our range of reporting features, including custom reports and industry benchmarks How to check significant changes and page trends Long-term tracking and reporting You’ve signed up - what are the benefits? So you’ve now signed up and you’re ready to get started… but what are the benefits of signing up? Well… You’re getting automated reporting, meaning our web app looks through all of your Google Analytics reports to find significant changes. There are over 100 of them, so it will save you a lot of time not having to look through these manually. We split these findings across 5 different sections so you know quickly what you can find under each. We help you keep your data clean by looking for spam referrals. This has been a common problem for a while and a fix can be complex to set up. So we’ve created a feature that does it automatically for you (or you just need to approve it when you see it). If you get new spam referrals, we’ll spot these and let you know again. We’re also benchmarking your site against other websites, so you know where you have a competitive advantage and where you don’t. On top of all these goodies, there’s no installation needed so you get access to our web app right away! We recently updated a few important aspects of our app and you can read all about them in our blog post: New in Littledata: an improved navigation, trend detection algorithm, and more. Accessing your Google Analytics data As a Google Analytics user, you will already be sending data to Google every time someone interacts with your website or app. Google Analytics provides an API, where our app can query this underlying data and provide you with summary reports. During the signup, you would have seen an authorisation window, asking for permission to view your Google Analytics data. This means you granted us READ access. Be assured, that we will not be able to change any data or settings in your Google Analytics. Your data is viewed only by the algorithms in the web app. You pick which Google Analytics view to report on Once you’ve authorised the access, you will select the Google Analytics view that you want to set up reporting for. Some companies will have multiple views set up for a particular website. They might have subtly different data – for example, one excludes traffic from company offices or focuses on the blog traffic only – so pick the most appropriate one. If you’ve made a mistake in choosing your view or want to set up another one, don’t worry, you can always do it by clicking on the existing view in the top-right corner and selecting the option ‘set up another site’ from the drop-down menu! During the initial signup, we ask for an email where you want to get your alerts. This is because a lot of people don’t necessarily use the same email address to access Google Analytics and check their emails. Don’t worry… we’re not going to spam you, we just want to make sure you don’t miss any of your reports! When you get to the reports list, you might see something like this: Now, don’t be sad if you’re not seeing anything quite yet - we’re still checking and will only let you know when there’s something interesting to check. Just be sure to check back or wait for an email alert from your talented expert! Google Analytics Audit The first thing that we are going to analyse is your setup, in order to see what is working on your website and what is not working properly. There are more than 10 Google Analytics checks that we are verifying. The audit is almost instant and it will give you an idea about what is happening throughout your website. For each correct check, there will be provided a brief description and the dates when it was verified, whereas for the wrong checks there will be a guide on how to fix that issue and also the dates when it was found as faulty setup. Some of the checks include aspects about demographics tracking, excluding spammers, checkout steps, visitors' anonymity, campaign tagging on social and email, exclusion of company traffic, if conversion goals are set up and many other. If you ever have doubts regarding what to do or where to check, you can book a free 30 minutes consultation with our experts. They will offer guidance to set up your account in order to have accurate reporting. Dashboard If you are tired of getting complicated graphs and endless tables, our dashboard will be exactly what you need. This feature will present a clear picture of your online business performance through graphs and stats reporting the most important metrics for your website. Don't forget to set the metrics that best apply to your business from the settings page (see below more details). One of the advantages of the smart dashboard is the ability to compare the current day/week/month with a previous date range. This feature will allow you to contrast the metrics that matter to you in order to target adds or marketing campaigns in periods that generate profit for you. Custom reports Our consultants can create for you easy-to-understand custom reports that reflect the traffic or transactions from your website. The numbers are transformed into tables, pie-charts and graphs that can be interpreted by anyone in your team. We created some general custom reports - conversion rate by channel or by device, changes in landing page value, product category revenue and purchases by blog post. You can choose one of those custom reports or have us create something entirely new for you. Either way, we review every new custom report by hand to ensure proper setup and accurate data. Free users get one basic custom report with setup by our team of experts. Pro users can take advantage of all custom report templates and even work with our consultants to create something new. Accuracy guaranteed – link to prices. Benchmarks Here, you’ll find the performance of your web analytics compared with aggregated data from other companies. You will be able to compare your web performance, conversion rate, bounce rates and more to a benchmark, which is created by analysing more than 3000 other websites. The data is gathered anonymously from Google Analytics to give you insight into how your digital product or online marketing is performing. For example, you can find out how you compare (whether above or below median) to other websites and adjust your campaigns in order to generate growth. Alerts This report shows you trends in your data and includes in-app alerts. It will highlight significant changes, giving you details into what they mean and what to investigate. You can always customise the notifications that we will send via email from the settings section. Get the most out of your reporting - adjust your settings We’ve got a few important sections in your settings that we’d like to highlight, to make sure your reporting runs smoothly! First, adjust your revenue settings based on your website’s income generation. This will allow you to receive accurate alerts about how changes in your traffic affected your income. This will be done automatically if you have an enhanced ecommerce setup in your Google Analytics account. Second, you have your metrics and your segments, where you can select which reports you want to see based on the standard, predefined metrics or segments in Google Analytics. This will help you define your goals and see the relevant reports necessary to increase performance. Lastly, you notifications settings, where you can set up email alert frequency or recipients. In this way to can always be informed and also be able to share with your team the important alerts regarding changes in your website. You always have the option of adjusting this at any time. But, we recommend you get this setup, as this will allow you to get the most relevant reports for your company. You can find this section by pressing the settings icon in the top-right corner of your screen, and then clicking report preferences. Every day we look for significant changes and trending pages There are over 100 Google Analytics reports and our clever algorithm scans through all of them, finding the most interesting changes to highlight. We recently improved that algorithm, and luckily for you, you can read all about how we made the detection of significant trends in your traffic easier to see. It’s been live since August, giving you fewer distractions and more significant alerts tailored to your company’s goals. Every morning (around 4am local time) our app fetches your traffic data from the previous period – broken down into relevant segments, like mobile traffic from organic search – and compares it against a pattern from the previous day, week, or month depending on the type of report. This isn’t just signalling whether a metric has changed – web traffic is unpredictable and changes every day (scientists call this ‘noise’). We are looking for how likely a specific value was out of line with the recent pattern. We are selective about the reports you see in the interface so we’ve set up the algorithm to find changes in trends in which we are 95% sure of the importance of the change. But to adjust which changes you actually get alerted to, you can change the significance to be much more limiting, like 98% or 99%, so that you get email alerts only in those cases We also use smiley faces to help you see quickly which changes are good or bad. If you’re particularly interested in “bad” things happening in your traffic to address potential issues, then you should look out for red sad faces to help you pinpoint these reports on the list. We email the most significant changes to you Every day – but only if you have significant changes – we generate a summary email, with the highest priority reports you should look at. An example change might be that 'the bounce rate from natural search traffic is down by 8% yesterday’ or 'the worst performing mobile device resulted in 59 fewer engaged visits'. If you usually get a consistent bounce rate for natural / organic search traffic, and one day that changes, then you should investigate why. Need to change your email settings? You can always adjust the frequency or add more colleagues so they can stay on top of the changes. If the reports you get are not the ones you need, based on your goals, remember you can always adjust your settings! Every Sunday or first of the month, we look for changes Every week (Sunday) or month (first of the month) we look for long-term trends – which are only visible when comparing the last week with the previous week. You should get more alerts on a Sunday. If you have a site with under 10,000 visits a month, you are likely to see more changes week-by-week then day-by-day. Already signed up? Login and check the setup of your reports. Need help with the process or have any questions? We’re always available to help, whether you need help with existing reports, need help finding the best reports for your company, are interested in the reports we’re currently working on and/or want us to provide feedback. Feel free to contact one of our experts or ask them in the web app. We hope you enjoy the web app and all of the wonderful reports and insights included! Happy analysing! This blog post was last updated in June 2017. Further reading: New in Littledata: an improved navigation, trend detection algorithm, and more Making the detection of significant trends in your traffic easier to see 9 tips for marketers using Google Analytics
How to use Littledata's software to monitor ecommerce performance
Littledata provides daily insights in your inbox. These include alerts on significant changes to your web traffic, tips on better tracking, and longer term trends in a daily summary email. All this, along with advice on how to act, will improve your ecommerce performance. Key performance indicators (KPIs) are the milestones to online success of an ecommerce store. Monitoring them will help ecommerce entrepreneurs identify problems and find solutions for better sales, marketing, and customer service goals. Once you have set goals and selected KPIs, monitoring those indicators should become an everyday exercise. And most importantly: performance should inform business decisions, and you should use KPIs to drive actions. Here are the most used reports in our Littledata software that monitor ecommerce performance: Sales Key Performance Indicators Hourly, daily, weekly, monthly Our web app generates reports, based on your traffic volume, on a daily, weekly, monthly or hourly schedule. This helps you keep up to pace with your campaign changes, your developer's releases, and your new interface changes. This way, you can react fast to changes. If your campaign is performing badly, you can see it at once and change it. If your developers release something and it breaks a page or the tracking code, you will see it fast and can correct it. Conversions The efficacy of conversion marketing is measured by the conversion rate, i.e. the number of customers who have completed a transaction divided by the total number of website visitors. The conversion rate is influenced by multiple factors. We track the conversion performance with reports like: Performance of the mobile devices Find out if you have errors on particular devices and check how the user can progress through the checkout flow on these devices. You may have some blocking steps on these particular phones or tablets like coding incompatibilities or a bad user interface. Campaign performance Find out how your new campaign is doing compared with the benchmark. We compare your campaign performance across all campaigns of its kind from your own website and others so you will know where to improve the moment the information is vital. Goal and purchases evolution across time Find out what days are the best for your sale and what days are the worst and schedule your budgets and actions accordingly. Read more about setting up goals in: 'Setting up a destination goal funnel' or find out about using Enhanced Ecommerce to optimise product listings. Marketing Key Performance Indicators: Site traffic In ecommerce, part of the conversion rate equation is the site traffic, which makes monitoring the amount of people that get on a website a big thing. We monitor the performance of the website traffic in multiple reports divided by other segments. The segments monitored can be turned on and off in the Control Panel section of each account under segments. The segments currently available are Direct, Paid Search, Organic Search, Referral, Email, Mobile and Tablet. Segmentation of your traffic puts light on what channels fluctuate at some point in time so you can correct it. Page views per visit Average page views per visit are an excellent indicator of how compelling and easily navigated your content is. The formula is the total number of page views divided by the total number of visits during the same timeframe. Sophisticated users may also want to calculate average page views per visit for different visitor segments. We track the page views per visit across your website and compare them with your benchmark so you can see if the customer journey can be more easy and compelling. Traffic source We track each channel that brings you traffic and spot when traffic sources drop or spike. We have a smart reporting system that calculates traffic sources from different segments so you can see each traffic source fluctuations, giving you the opportunity to react promptly. Have any questions about these reports? Just contact us and ask! Further reading: Auditing web analytics ecommerce tracking Attributing goals and conversions to marketing channels Why do you need cross domain tracking
Making the detection of significant trends in your traffic easier to see
Our core belief at Littledata is that machines are better at spotting significant changes in your website’s performance than a human analyst. We’ve now made it easier for you to get specific alerts, reducing the time spent wading through data. This is the story of how we produced the new trend detection algorithm. Enjoy! Back in 2014, we developed the first version of an algorithm to detect if today or this week’s traffic was significantly different from previous periods. This allows managers to focus in on the aspects of the traffic or particular marketing campaigns which are really worthy of their attention. Although the first version was very sensitive, it also picked up too many changes for a single person to investigate. In technical language, it was not specific in enough. In June and July, Littledata collaborated with a working group of mathematicians from around Europe to find a better algorithm. The European Study Group with Industry (ESGI) originated in the University of Limerick’s mathematics department in Ireland and has helped hundreds of businesses link up with prominent mathematicians in the field to solve real-world problems. Littledata joined the latest study group in University College, Dublin in July, and was selected by a dozen mathematicians as the focus for their investigation. Andrew Parnell from the statistics department at University College, Dublin helped judge the output from the four teams that we split the group into. The approach was to use an algorithm to test the algorithms; in other words, we pitted a group of statistical strategies against each other, from clustering techniques to linear regression, through to Twitter’s own trend detection package, and compared their total performance across a range of training data sets. Initially, the Twitter package looked to be doing well, but in fact, it had been developed specifically to analyse huge volumes of tweets and perform badly when given low volumes of web traffic. In between our host’s generous hospitality, with Guinness, Irish folk music, and quite a lot of scribbling of formulas on beer mats, myself and our engineer (Gabriel) worked with the statisticians to tweak the algorithms. Eventually, a winner emerged, being sensitive enough to pick up small changes in low traffic websites, but also specific enough to ignore the random noise of daily traffic. The new trend detection algorithm has been live since the start of August and we hope you enjoy the benefits. Our web app allows for fewer distractions and more significant alerts tailored to your company’s goals, which takes you back to our core belief that machines are able to spot major changes in website performances better than a human analyst. If you’re interested in finding out how our web app can help you streamline your Google Analytics’ data, please get in touch! Further reading: 7 quick wins to speed up your site analysis techniques Online reporting turning information into knowledge Will a computer put you out of a job?
New in Littledata: an improved navigation, trend detection algorithm, and more
We’ve got some exciting news! We’ve launched some great updates on our web app, which will make your lives a little easier. Find out how the navigation has improved and new in-app messaging will help you find out more, get a glimpse into our trend detection algorithm and new reports on mobile devices! Our mission is to make the way you gain access to important analytics, an all-around easier process and we know we’re heading in the right direction with these updates. We already give you actionable and easier to understand insights of your Google Analytics and now we’ve made the experience more friendly based on your invaluable feedback! Find your reports quicker We’ve improved the navigation of the web app, giving you one new category, and two updated categories on the left-hand side of your profile, which are now simpler to find and easier to understand. There are currently three categories: Dashboard, Benchmark, and Reports, which will be visible to you depending on your Littledata package. Instead of having them in separate locations, we brought them together into one navigation panel so that you can find specific reports and findings quickly based on your current questions or company needs. Under the reports category, we have changed types of reports into tags. Now you can select one or multiple tags, and decide how you prefer to view the different types of insights you get. For example, if you want to view your trends reports with tips you’re getting, then all you need to do is select those two. The benchmark category brings together all the benchmark metrics available for your site, and to see more detail click on the individual benchmark you’re interested in. You can still see the category you are being benchmarked against just above your benchmarks. If your current category is ‘all websites’ then you should make this more specific by updating the category in the settings. The Dashboard is the latest addition to these categories, which we added to be able to provide a flexible and customised solution that is perfect for reporting needs that go beyond standard Google Analytics reports. See below for more detail. Get our custom dashboard This is a new feature, available to clients who are also receiving consulting services on top of our Pro package. Please contact one of our lovely experts if you’d like to know more about these features, and how they can give you the results you strive for. The dashboard category is completely customisable, which we develop through consulting services by going over what your goals and needs are, and then creating these reports for simple and actionable insights of your data. These reports are completely flexible and allow you to see metrics that are difficult to view in Google Analytics, which include: Calculations, such as performance changes in percentages and conversion rates Combined metrics and dimensions from different reports Custom visualisations of trends based on how you prefer to see the data. Want to include a pie or bar chart? Not a problem. A custom schedule for dashboard data refresh. If your reporting requires weekly, quarterly or annual updates, we’ll set it up for you. Customised reports based on your formatting preferences, so if you'd like to include your brand colours, it's a possibility! Our smarter algorithm When we started Littledata, we developed a trend detection algorithm to find significant changes in your data and send you alerts, reducing the time spent wading through data in Google Analytics. But as times change and data gets busier, we needed a better way to serve your reporting needs. So recently we collaborated with mathematicians to improve the algorithm, which is now sensitive enough to pick up small changes in low traffic website, but also specific enough to ignore the random noise of daily traffic. Want to hear more about this intriguing story? Find out more in our blog post: Making the detection of significant trends in your traffic easier to see! Are mobile devices losing you customers? Analytics from mobile devices is extremely important. Through our web app, you will find out how many transaction or users you lost due to poor experience on mobile devices. According to Dave Chaffey at Smart Insights, 80% of internet users own a smartphone. A growing number of people are searching through their phones and as a result, we’ve incorporated mobile devices reports. They will spot and highlight potential issues around responsiveness, layout or bugs. Finding out which devices are the worst will allow you to optimise your website and campaigns to capture all of these individuals. Your personalised communication We completely agree with Intercom’s belief that “customers today want to communicate with the people behind the business, not with a faceless brand”! This is why we’ve integrated their messenger into our web app so that you can chat with us directly and quickly. There’s a great deal of custom features available, including formatting, delivery, and most importantly the different ways to respond. You can choose your own way to chat and react, with images, audio, emojis, video, and more. If you want to know more about the expert you’re talking to, you can view their profile within the app. Our customer experience is key in our business model and we hope this function delivers that. If you have any questions regarding any of the new features, please contact us, or use the in-app messenger! Image credit: Image courtesy of Smart Insights and Intercom
New in Littledata: tailored tips, new report and more
We released the last updates just a few weeks back, but we've done it again. The new improvements will help you get more out of your reports and make your analysis more efficient, but if you've got any other requests or feedback, don't hesitate to let us know. So here's what we've done. Report improvements Discover where you need to improve Tips reports identify the gaps in your analytics setup and suggest fixes or improvements to boost your tracking. We are working on bringing you more of these tailored tips but we need to know what you're trying to achieve to get these right. By updating your report preferences in the subscription settings, you will start getting personalised suggestions and we will use this information for other future tailored reports. You can get to your subscription settings by clicking on the cog icon in the header. See more detail on your referrals It's important to stay on top of your website traffic changes with minimum time waste. This is why we developed Littledata software in the first place. Now we have added extra information to your referrals reports so you can immediately see which sources had the biggest increase or decrease. You will also see the option to pick the type of reports you want to get. Just click on the 'Yes please' button at the bottom of the report to see your choices for customisation. New monthly report So far you've been getting reports that look at the changes in your Google Analytics data on a daily and weekly basis. We've had a lot of requests for monthly comparison reports instead, so we've added these to your feed. Just like your daily and weekly reports, you can spot the new monthly ones by the time tag. Benchmark your website performance It has always been difficult to get a hold of benchmark data to find out how you’re performing against others. You often have to spend a lot of time crawling through the internet to find anything remotely useful. With our new website performance benchmarks we are changing that. Now you can compare your engagement metrics to other websites. You’ll be able to tell whether you need to focus on improving your bounce rate from a particular source, or page load for example. Feel free to ask questions or send us your comments either below or via the Intercom Messenger available when you're logged in. Further reading: Under the hood of Littledata
New in Littledata: better reports, customisation, and more
We’ve just released a bunch of improvements for Littledata software to improve your data analysis and reporting. Grab yourself a cuppa and read on to learn what’s new, including the ability to choose which reports you want to get, updated spam filter, and more. Settings improvements We want to give you more control over your subscription so we've added further customisation options to your settings. Update subscription name You can now update your subscription name to be something more descriptive than the default property name we select. If you have multiple views for the same website or a very long property name, you can change the name to something more snappy and understandable. Select which reports you want So far you've been getting a set of standard reports without being able to pick which reports are important for you. That's changing! You can now select the metrics and segments you care about and want to get reports on, and turn off the ones you don't. You can do this by going to your subscription settings, and updating the Metrics & Segments sections. Report improvements We believe that analytics reporting should be simple, clear and unpolluted with unnecessary details so we've made your reports easier to understand. Simpler report titles With a lot of changes to the website traffic, the interface can get quite busy with numerous reports trying to get your attention. We made the titles much simpler by focussing on the main change that the reports are about, thus allowing you to skim your reports and see what's happened more quickly. Time tag Our trends reports look currently for daily and weekly changes in your website traffic, and previously you had to rely on the report title to see which time comparison the specific report is for. To make it clearer, we have taken this information out of the titles and added time tags instead. Now you can quickly see which reports are daily or weekly comparisons. Don't let spam referrals skew your data I have previously written a guide on how to remove spam referrals and I know from experience it can be time consuming and frustrating to set up. You have to identify these spammers in your data first, then check other more common ones to add to the list, write a regular expression, then create one filter, then another and so on. Did I say it can be frustrating? Our spam correction feature takes the exasperation out of this process by adding filters to your analytics view once you authorise the fix. Whilst we've had this feature for some time now and it's as popular as ever, we have updated the list with many more spam referrals. We'll send you a tip report if we find fake referrals in your traffic, and you can clean up your data by clicking on 'Fix this now'. Feel free to ask questions or send us your comments either below or via the Intercom Messenger available when you're logged in. Further reading: Under the hood of Littledata New in Littledata: tailored tips, new report and more (
7 quick wins to speed up your site analysis techniques in Google Analytics
Analysis and reporting are the most time-consuming aspects of site or app performance tracking in Google Analytics. If you ever wished or thought if only it was quicker, then this post is for you. There are a number of techniques you can implement to speed up your data analysis and number crunching. Here I’ll cover 6 of them. Schedule email reports Google Analytics dashboards are a great way to monitor metrics that are important for your business. But instead of logging in every day or week, or however often you tend to check them, schedule automated email reports instead. At Littledata, we have a select few metrics that we keep track of on a weekly and monthly basis. The whole team gets an email report on a specified day, allowing everyone to get the latest stats without someone on the team having to get those numbers manually every time. To set this up, go to the dashboard that you want emailed to others (or yourself), click ‘Email’ and fill in the details. If you're scheduling the email to go to your team on a regular basis, why not add a nice message in the email body. To edit the scheduled emails you've set up previously, go to Admin > View > Scheduled Emails (towards the bottom of the list). Access your reports quickly Shortcuts in Google Analytics allow you to quickly view the reports you use most often. Even better, they remember the settings you applied to any report. So if you apply an advanced segment or another customisation to the report, saving it as a shortcut will remember your preferences. Except for the date range - that won't be remembered. You can find the shortcut option just below the report title, and once added, you'll find your shortcut reports at the top of the reports list in the left panel. Search for reports you can’t find If you find yourself wondering where a particular report is, use the search found at the very top. Instead of having to go through an extensive report list trying to find something you vaguely remember seeing last month, you get suggestions of what you might be looking for as you type. So you only need to remember or guess part of the report title that you're looking for. Use keyboard shortcuts Did you know Google Analytics has keyboard shortcuts? They allow you to move around the report much quicker and the date range keyboards make a big difference to a workflow. Picking date ranges can be tedious and annoying so I've found these to be the best. If you're already using keyboard shortcuts on your devices, you won't need convincing of their usefulness. To view this complete list of shortcuts in Google Analytics at any time, use a shortcut: ? Set up goals to understand your website visitors Goals are valuable in understanding how well your site or app helps you achieve your objectives. Unfortunately, we see a lot of businesses who either find it too complicated to set up or have done it incorrectly. Speaking from personal experience, it only takes a little practice to get the hang of it, and once setup, you get essential conversion data in your reports. You'll be able to evaluate your marketing efforts and campaigns much more effectively. Check out Google's guidance on goals and my guide on how to set up a destination goal funnel. See trends quickly with Littledata reports We have a clever tool that looks through all of your Google Analytics data and finds the most interesting changes to report on. There are over hundred of GA reports so getting automated summaries that you can act upon will save you hours of work. Littledata tool doesn't require installation and it's quick to set up - all you need is an existing Google Analytics account to sign up with for free. The reports you'll get are also great for presenting to colleagues in meetings, as other users have said. To get your reports, go to Littledata homepage, enter your website into the box and click 'Get started.' We're also working on bringing you benchmarking information, customised tips on how to improve your Analytics setup and what you should be tracking. Pro tip: Manage complex data with query explorer tool Whilst, not the quickest to get used to, Google's query explorer tool can be powerful for those working with large and complex datasets. Some of our biggest clients' websites get millions of hits a month, which can cause discrepancies in data analysis (especially when data is sampled). So I use the query explorer tool to verify the data that clients ask for. To use this tool, you will need to know your metrics from dimensions and learn more about how to use segments, filters and query building. If you've got questions on any of the above, don't hesitate to comment below or get in touch!
Under the hood of Littledata
Littledata tool gives you insight into your customers' behaviour online. We look through hundreds of Google Analytics metrics and trends to give you summarised reports, alerts on significant changes, customised tips and benchmarks against competitor sites. This guide explains how we generate your reports and provide actionable analytics. 1. You authorise our app to access your Google Analytics data As a Google Analytics user you will already be sending data to Google every time someone interacts with your website or app. Google Analytics provides an API where our app can query this underlying data and provide summary reports in our own style. But you are only granting us READ access, so there is no possibility that any data or settings in your Google Analytics will change. 2. You pick which view to report on Once you've authorised the access, you pick which Google Analytics view you want to get the reports on. Some people will have multiple views (previously called ‘profiles’) set up for a particular website. They might have subtly different data – for example, one excludes traffic from company offices – so pick the most appropriate one for management reports. We will then ask for your email so we know where to send future alerts to. 3. Every day we look for significant changes and trending pages There are over 100 Google Analytics reports and our clever algorithms scan through all of them to find the most interesting changes to highlight. For all but the largest businesses, day-by-day comparisons are the most appropriate way of spotting changing behaviour on your website. Every morning (around 4am local time) our app fetches your traffic data from the previous day – broken down into relevant segments, like mobile traffic from organic search – and compares it against a pattern from the previous week. This isn’t just signalling whether a metric has changed – web traffic is unpredictable and changes every day (scientists call this ‘noise’). We are looking for how likely that yesterday’s value was out of line with the recent pattern. We express this as signal bars in the app: one bar means there is a 90% chance this result is significant (not chance), two bars means a 99% chance and three bars means 99.9% certain (less than a 1 in 1000 chance it is a fluke). Separately, we look for which individual pages are trending – based on the same probabilistic approach. Mostly this is change in overall views of the page, but sometimes in entrances or bounce rate. If you are not seeing screenshots for particular pages there are a few reasons why: The website URL you entered in Google Analytics may be out of date Your tracking code may run across a number of URLs – e.g. company.com and blog.company.com – and you don’t specify which in Google Analytics The page may be inaccessible to our app – typically because a person needs to login to see it 4. We look for common setup issues The tracking code that you (or your developers) copy and pasted from Google Analytics into your website is only the very basic setup. Tracking custom events and fixing issues like cross-domain tracking and spam referrals can give you more accurate data – and more useful reports from us. Littledata offers setup and consultancy to improve your data collection, or to do further manual audit. This is especially relevant if you are upgrading to Universal Analytics or planning a major site redesign. 5. We email the most significant changes to you Every day - but only if you have significant changes - we generate a summary email, with the highest priority reports you should look at. You can click through on any of these to see a mobile-friendly summary. An example change might be that 'Bounce rate from natural search traffic is down by 8% yesterday'. If you usually get a consistent bounce rate for natural / organic search traffic, and one day that changes, then it should be interesting to investigate why. If you want your colleagues to stay on top of these changes you can add them to the distribution list, or change the frequency of the emails in My Subscriptions. 6. Every Sunday we look for changes over the previous week Every week we look for longer-term trends – which are only visible when comparing the last week with the previous week. You should get more alerts on a Sunday. If you have a site with under 10,000 visits a month, you are likely to see more changes week-by-week than day-by-day. To check the setup of your reports, login to Littledata tool. For any further questions, please feel free to leave a comment below, contact us via phone or email, or send us a tweet @LittledataUK.
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