Category : Marketing
Top 7 rule-based audiences for ecommerce marketing
Rule-based audiences are customer groups or segments derived by customer activities. It sounds simple, but rule-based audiences can be a game changer -- and too many DTC brands miss out on the basics of this powerful type of customer segmentation. In ecommerce, rule-based audiences can be made using transactional activities (checkout date, coupon applied, etc.), marketing actions (email opened, promotion entered, etc.) or even product details (eg. type of product, color or type purchased). Ecommerce companies use the intersection of these events to group customers for the purpose of reporting, remarketing, targeting, and other customer enrichment activities. But one size doesn't fit all. Let's take a look at the top rule-based audiences and how they are used in ecommerce marketing. Benefits of rules based segmentation There are a number of benefits to deploying rules based audience recipes in your business. Whether you are a small-to-medium sized business, fast-growing startup, or have been around the block for some time like Littledata customers Dr Squatch and Rothy's, audience recipes are the building blocks for broader, innovative ways to segment your customers. Rule-based audiences can help you increase customer retention while improving product visibility in the crowded ecommerce marketplace Powerful tools like the Adobe Experience Cloud have highlighted rules-based personalization and audience building as a core part of their feature set. As they put it, "With rules-based personalization, you’re in the optimization driver’s seat." We agree, but with traditional enterprise tools that type of personalization can get really expensive. The good news is that brands using a modern data stack don't necessarily need to shell out for Adobe. Rule-based audiences can now be used by any ecommerce store, no matter how big or small. Here are some of the key benefits: Increase personalization through tailor-made product marketingImprove existing products and/or servicesIncrease upgrades and product upsellingEnhance profitability through the targeting of high-value customersIncrease retention with automation and buyer stage recognitionFurther marketing reach of customer types for remarketing, targeting and look-a-like audiencesEnhanced visibility and reporting of customer cohorts for tracking new acquisition and customer lifetime value Rule-based segmentation results in a hyper-personalized approach to directly influencing your customers’ experience. The ability to be attentive during each stage of the customer’s lifecycle allows for a better understanding of what drives good and bad experiences. Recipes for the top 7 rule-based audiences There are tons of different audiences you can build, but 7 always come up for successful DTC brands. In our case, we call them recipes, as they are the right number of ingredients to profile your customer base. X and Y in these examples will depend on your particular business: what you sell, how you sell it, and how often it makes sense for an ideal customer to come back and make a purchase or referral. Audience NameRecipe⭐️ First Time PurchasersCustomers who have made their first purchase in the last [X] number of days⭐️ Repeat PurchasersCustomers who have made at least 2+ purchases in the last [X] number of days⭐️ High SpendersCustomers who have made a purchase with order value greater than [$Y] in the last [X] number of daysAbandoned CheckoutsSite visitors that have added items to their shopping cart, but have not purchased in the last [X] number of daysBargain HuntersSegment of customers that have applied a promotional code on more than 1 purchase in the last [X] number of daysRecent BuyersCustomers who have made a purchase in the last [X] number of days⭐️ Inactive CustomersCustomers who have not made a purchase in the last [X] number of months*Additional segments include Loyal, Cancelled Customers, Location-based, Personalization (age, gender, preferences, income) Three audiences you should build today, with downstream activation examples All of these types of segmentation are potentially useful, even transformational, to your business. So where should you start? Today I will focus on the four most common and effective audience recipes that can generate immediate value to your store’s ability to identify, engage and enrich your customers’ experience. As highlighted above, those are: First-time purchasersInactive customersHigh spendersRepeat buyers To make things even clearer, we'll even combine High spenders and Repeat buyers into a high-LTV segment: your best possible customers, big spenders who are also loyal to your brand. 1. First-time purchasers First Time Purchasers are a good starting point for audience segments. The ability to identify these customers early will pay big dividends into maturing their relationship with your brand and products. Also, first-time customers are always the most likely to engage with your content (for example, opening welcome emails or sharing on social media), which ends up increasing the return on your investment and the potential for longer life cycles. How to Create a Welcome Email Template via Omnisend How to identify? Utilizing Littledata's order event tracking from your Shopify store, you can identify Order Completed in the last [X] number of days with a Customer Created event in the same time frame. How to activate? A great opportunity is through personalized welcome emails. By connecting to your ESP (eg. Klaviyo, MailChimp, Iterable) and building a customized message to all first time customers can be the first step to long-standing customer relationships. 2. Inactive customers Inactive Customers are a great win-back opportunity to gain customers back that have been inactive (or not purchasing) in a particular period of time. When a customer has been deemed inactive it’s too late to start formulating a strategy on returning them to your active customer pool. Instead building a strategy to identify, entice, and track appropriately is a must in any customer-focused business. Drive Repeat Purchases To Your Shopify Store With Automated Emails via Privy How to identify? Utilizing Littledata's order event tracking from your Shopify store, you can identify customers who have (at one-point) had an Order Completed event and with no purchase activities in the last [X] number of days. How to activate? Winback or revive email campaigns catered towards time-sensitive discounts, hyper-personalization (reference specific product categories a customer engaged or purchased in the past), summaries of product improvements, and membership benefits are effective strategies. Utilizing your current ESP, SMS, or retargeting platform alongside these customer groups can push once-active customers to return. 3. Repeat buyers & high spenders Repeat Buyers & High Spenders are the backbone of your business. As the tenured marketer would attest: “It’s easier to keep a happy customer than to find a new one”. Building customer loyalty requires a business to deliver on what is promised and to do so with their highest-value customers in the right channels and messaging. How to identify? Utilizing Littledata's order event tracking from your Shopify store, you can identify customers that have completed Order Completed events and total purchase count, purchase total, and revenue collected, during a [x] period of time and [x] number of times. Google Analytics users can also export data based on specific custom dimensions for LTV: Littledata – Lifetime Revenue Littledata – Purchase Count Littledata – Shopify Customer ID How to activate? There are several options here, including email and SMS (texting). SMS is a great tool to continuously engage with your customers. Invitations for users to sign-up for a loyalty program to provide exclusive offers or to release product updates can come simply through a users’ most desirable medium - their phone. With SMS boasting a +95% open rate, it's the most effective way to have a two-way connection with your customer and showcase value-added services. For Littledata's Shopify Plus customers, the most popular platforms for this type of engagement are Yotpo and Loyalty Lion. Technology for activating rules based segmentation Leveraging modern technology furthers the ability to do so repeatedly and with best-in-class platforms. Here are two examples of leaders in that space: Segment (sometimes called Segment.com) and Hightouch. Hightouch Hightouch syncs the data from your data warehouse to the tools your business relies on. It’s called operational analytics and it allows customers to leverage their existing technology (ie. your data warehouse) to pipe customer data to downstream platforms for activation, engagement, and other business activities. Since Littledata's no-code event collection is captured downstream in your Google Analytics platform, customers can leverage that same data when it is stored in their data warehouse. Modeled inside the platform with out-of-box SQL logic, segments can be then pushed automatically (and scheduled) to deliver on the intended goals. In fact, that's one of Hightouch's taglines: No scripts. No APIs. Just SQL. Segment Segment is a customer data platform (CDP) that integrates cohesively with Littledata's no-code event collection. Segment allows customers to integrate data from a catalog of sources (including the Shopify source, maintained by Littledata) and activate to destinations for customer engagement, activation and reporting. Inside the platform there are features that allow customers to create personas or audience segments, deploy functions, and build out layers of automation to seamlessly leverage their platforms’ source data. [tip]See what's new in Littledata's Shopify source for Segment, including more consistent product properties and enhanced Personas matching [/tip] Littledata Littledata is designed for the modern stack, whether you're using just a couple of tools such as Google Analytics and Data Studio or a whole modern data pipeline (eg. Segment, Fivetran and Redshift). If you're using a Shopify or BigCommerce checkout, you can use Littledata's analytics connectors to capture complete sales and marketing data and send it downstream. It's the easiest way to ingest the data you need to create enriched audience personas, and the only way to get 100% accurate ecommerce data automatically with extensive, ongoing development efforts. Not sure which tools you need? Book a demo with our data experts to discuss your analytics plan.
The Shopify merchant's guide to reducing cart abandonment
For many Shopify stores, it's an all-too-familiar question: why do online shoppers decide last-minute not to buy a product? Whether you're on Shopify or Shopify Plus, shopping cart abandonment is a serious issue. But surprisingly the main reasons for visitors and even current customers abandoning their carts (ie not making it all the way through your checkout flow) are actually shared by many merchants. On the plus side, so are the ways to reduce cart abandonment! Cart abandonment is not a mystery. While not every reason a shopper abandons their cart is within your control, some things are in your hands. When your cart abandonment rate is high, there are active steps you can take toward minimizing it. [tip]Download the Shopify merchant's guide to reducing cart abandonment for free[/tip] Maybe you've spotted lower checkout completion rates on mobile, or maybe it's a cross-device issue. Maybe it's a significant issue for paid traffic, organic, or both. But first, let's explore cart abandonment from the ground up: What it is Why it matters Why it's a crucial metric, not a mystery What causes cart abandonment? While there’s no quick answer, carts get abandoned for a variety of reasons — although a lower abandonment rate tends to reveal a more intuitive customer experience and a more trustworthy store. Many shoppers may browse your store in hopes of finding a hidden discount, to compare prices, or to see how your product stacks up against similar products. Some shoppers might even be building a wishlist for the future, with no intention of purchasing right now. For this type of shopper, there’s not much you can do to compel a purchase. This means your focus should be on the shoppers who are willing to buy but haven’t, maybe due to a website element or step in the checkout process that sent them scurrying away. As part of the same cart abandonment study, the Baymard Institute conducted a survey of over 4,500 US adults asking why they abandoned their purchase after passing the add-to-cart stage: Many of the factors above can be countered by making tweaks to the checkout process. (We cover as many as possible in our free cart abandonment ebook.) For example, let’s take the second most prevalent response — the site wanted me to create an account. By offering a guest checkout option where an account is not necessary, this 28% group would be one step closer to a purchase, helping you avoid an abandoned cart. How can you improve your checkout experience? Industry lingo like “streamline the checkout process” is often thrown around, but what does this actually mean? What are the parts of your site that eliminate friction in the checkout process rather than causing it? More specifically, we’re referring to the step after a user adds a product to his or her cart. Optimizing add-to-cart rate is, in itself, a separate stage in the purchase funnel that we have discussed before. In any case, here are a few things to consider for a better checkout experience... [subscribe heading="Don't wait to reduce cart abandonment" background_color="green" button_text="Download our free guide" button_link="https://www.littledata.io/app/cart-abandonment-ebook"]
Updated Facebook Ad Costs to Google Analytics connection
As part of Littledata’s focus on Facebook Ads data this year, we have rebuilt our Facebook Ad Costs connection to be more dynamic and more robust. If you've been asking how to track Facebook Ads or Instagram Ads in Google Analytics -- or doing cost imports manually with Google Sheets and other tools -- your life just got a whole lot easier. Littledata's new and improved Facebook Ad Costs connection automatically imports cost and campaign data from Facebook Ads to Google Analytics, giving Shopify merchants an unbiased view of multi-channel marketing attribution, user journeys and real ROI on PPC campaigns. The Facebook Ads to Google Analytics connection now has added functionality including: Handles up to 100,000 active Facebook Ads, imported daily to Google Analytics Interprets dynamic campaign parameters Imports up to 90 days of campaign history on the first import Works for both Facebook Ads and Instagram Ads Import multiple Facebook Ad accounts to one Google Analytics property Import one Facebook Ad account to one multiple Google Analytics properties Recommends improved campaign URL parameters when none are given Of course the core functionality remains the same: easily pull campaign details and cost data into GA from your FB Ad accounts. Thank you to our customers who gave feedback to help improve the connection -- we couldn't have done it without you. The updated Facebook Ad Costs connection is available on all paid plans at no additional cost. Start a free trial today and start analyzing your campaigns more accurately.
How to manage multiple Shopify stores without sacrificing conversions
Even if you only run one business, that doesn’t mean you should only have one Shopify store. Indeed, there are many reasons why you may want to start using multiple Shopify stores for your business: Remove obstacles from the buying process: If you have a large inventory, customers may need to navigate through cluttered menus or click through multiple category pages before they can find the product they want and place their order. Breaking your inventory up into different stores removes friction from this process and makes it easier for customers to purchase products from you. Create a personalized experience: If you sell to many different areas, developing a unique online storefront for each location allows you to create a more personalized experience for your customers. By peppering the sales copy on your sites with local references and colloquialisms, you’ll be able to catch the visitor’s attention and stand out from the competition. Improve SEO: With the more streamlined and personalized experience that the multi-store approach provides, customers are encouraged to stay for longer periods of time. The average amount of time visitors spend on your site carries a lot of weight in search engine algorithms, so this should make your business more visible online. But, there are challenges to managing multiple stores as well. We’ll show you how to overcome these challenges and use a multi-store approach to improve customer experience, increase traffic and make more sales. Top challenges of managing multiple Shopify stores Perhaps the biggest drawback to the multi-store approach is that it makes managing your inventory and orders more difficult. Customers placing orders on the same pool of items from different sources can lead to confusion, delays and errors. Another issue is that manually creating multiple sites and duplicating content when necessary can be a very time-consuming process. This is more than just frustrating — it pulls you away from all the other tasks you must complete to keep your business running smoothly. Top Apps for Managing Multiple Stores The two challenges described above can both be addressed with a quick trip to the Shopify App Store. With the SKULabs and Shogun add-ons, managing inventory and content for multiple stores is much easier. SKULabs The SKULabs dashboard is designed to be especially intuitive and help users keep track of their inventory, orders and shipments for multiple channels. If you use solutions other than Shopify to sell your products (Amazon, eBay, etc.), SKULabs allows you to review the activity of those channels and your multiple Shopify stores all from the same place. Other notable SKULabs features include low inventory alerts for preventing stockouts and barcode scanning for fast and human error-free inventory data entry. Image source: Shopify Shogun Anyone can use Shogun’s large library of web-building elements and drag-and-drop interface to quickly create their own custom landing pages, product pages and blog posts. Shogun also has a Sync feature that’s quite useful for multiple stores — with Sync, you can copy a page from one store to another with just a single click. Image source: Shogun Multi-store Shopify best practices In addition to taking advantage of these apps, you should keep the following best practices in mind when managing multiple stores: Consolidate customer support: Just as it helps to manage all your inventory from the same place, it helps to manage customer support for multiple stores from the same place, too. That way, it’s easier to monitor performance and ensure there are no support tickets slipping through the cracks. Analyze your audience and discover new niches: Google Analytics andsimilar reporting tools can tell you a lot about the people who visit your store. With this information, you can determine which groups of people make up your core audience. If you’re popular with a certain group, you should consider creating a version of your store that’s designed just for them. Pay attention to SEO: To make the most of the multi-store approach’s SEO benefits, be sure to include the keywords associated with each version of your store (for example, “California dry cleaning” might be targeted by a national dry cleaning service’s California site) in headings, page titles, image alt descriptions and any other area that’s picked up by search engine algorithms. Managing Multiple Stores for Multiple Countries A multi-store approach is especially effective for businesses that attract a large amount of interest from international buyers. Seventy-five percent of consumers who don’t speak English prefer to buy products in their native language, and 59% rarely or never make purchases on English-only stores. There are many tools available for automatically translating the language used on your site to whatever’s used in the browser settings of the visitor. This is convenient, but these translations often contain errors. Machine translations may be mostly accurate — they just can’t process the context that’s required to get everything right. While it does take more time and effort to develop manually translated versions of your site for the different regions you serve, this will provide a better experience for non-English speaking visitors and help you generate more international sales. CRO Tips for Shopify and Shopify Plus Setting up multiple Shopify stores is an excellent method for conversion rate optimization (CRO). Using the following techniques will increase your conversion rate as well: Optimize for mobile: Since 2016, mobile devices have been a more popular way to browse the internet than desktop computers. If your site isn’t fully responsive, which means it automatically adjusts to the type of device that’s used by the visitor, you’re missing out on many potential conversions. Maintain performance: Most visitors will only wait a few seconds for your site to load before they move on to one of their other options. Mobile users are particularly impatient — the majority of them will only wait three seconds for your site to load. High-end performance allows you to keep people on your site long enough to make conversions. Offer free shipping: The most attractive offer you can make to potential customers is free shipping. In fact, simply shifting the shipping fee to the price of the product in order to offer free shipping should lead to a significant improvement in your conversion rate. By combining a multi-store approach with the above CRO techniques, you can jumpstart your conversion rate and set your business up for both short-term and long-term success. Shopify tracking for ecommerce success Of course, CRO is no good if you're not consistently tracking what's working (and what isn't). Luckily, Littledata's Google Analytics app fixes your Shopify tracking automatically, so you have accurate marketing attribution and shopping behavior at your fingertips (including ecommerce events like adds to cart, removes from cart, checkouts and more). You'll also get full access to data audits and ecommerce benchmarks so you can know exactly where your store stands among the competition. Adam Ritchie is a writer based in Silver Spring, Maryland. He writes about ecommerce trends and best practices for Shogun. His previous clients include Groupon, Clutch and New Theory.
How to engage returning visitors on your Shopify store
As a store owner, you’ve probably already heard the arguments for engaging returning visitors. You know that it costs 25 times more to win a new client than to win repeat business. You know that increasing customer retention by a mere 5% can boost your sales by 25% - 30%. And you’ve also heard that returning visitors are more likely to add products to the cart, complete the purchase, and even spend more than first-time visitors. The problem? How do you ensure that it all happens on your site? How do you engage returning visitors and convince them to continue buying from you? [subscribe] In this guide, I’ll show you 5 strategies that will help you engage returning visitors and strengthen their connection with your store. Before we dive in, let’s take a look at how Shopify stores typically engage visitors. The state of visitor engagement on Shopify stores Close to the end of 2018, we conducted a research study to identify the level of visitor engagement among Shopify stores. We were pleasantly surprised that 62% of stores use at least one engagement strategy. Brilliant! The most popular strategies include popups, live chat, and social proof notifications. But we also discovered that the majority of stores do not use these strategies to their full potential. For example, 76% of the stores we researched fire off a popup immediately after a visitor lands on their site. At the same time, we know that timing and segmentation can multiply conversion rates and drive more signups. Similarly, for many stores, a live chat is nothing but another customer service channel. Yet, those who use it as a sales tool tend to report better results and conversion rates. To maximize your potential to convert returning visitors, try out these 5 strategies: Strategy #1. Acknowledge the returning visitor This is a simple trick that can drive conversions. When setting up your call to action, acknowledge the person’s return visit, and use it to engage them with your brand. Medium, although not an ecommerce brand, does this wonderfully. Take a look at the popup example below. Note how candid the company is about its intentions. After all, since the visitor has been on the site before, why not openly ask them to create an account? A similar strategy in ecommerce would involve creating a “Welcome back” popup, acknowledging the return visit and offering value to the visitor. Strategy #2. Evoke the returning visitor’s curiosity When you think about it; engaging returning visitors is as challenging as ensuring that anyone visiting your site for the first time wants to buy from you. Now, it’s true; returning visitors don’t feel anxious about buying from you anymore. But because they have bought from you before, it’s also harder to fire up their interest. At the same time, it’s that same interest that can keep them engaged with your store… Luckily, there is a way to do it – Evoke the shopper’s natural curiosity. You don’t have to do much to achieve it, either. Ask a returning visitor about themselves, for example. This will naturally make the person’s antennas go up. They might think whether you’re asking because you know something about them they don’t know. And that natural curiosity will engage them with your offer. (Note, whether they’ll convert will rely on the offer, of course. But the curiosity will get them to notice.) Here’s a popup using this strategy to get a visitor to read the rest of the offer. Strategy #3. Create special offers for returning visitors only Another powerful strategy. This one, however, relies on you showing returning visitors how much you care about them and their repeat business. In this strategy, the goal is to engage those visitors by rewarding them for their loyalty. How, by creating an offer - a discount, typically - that applies to them only, and rewards them for their subsequent purchase. PureCycles, for example, displays a popup offering a hefty 15% discount for the next purchase. But your offer doesn’t have to involve discounts, of course. At Wisepops, we've found offers to attract the highest engagement. Still, you could offer access to exclusive product lines before anyone else is able to purchase those. Or even the ability to purchase products that will never be released to the public store. The key is to offer returning visitors something unique for them, something they can’t get unless they do come back to the site over and over again. Strategy #4. Run a contest aimed at returning visitors Contests are one of the most popular ways of engaging visitors. They’re fun, promise getting something in return, and offer you a chance of your brand going viral. But what if you run a contest designed for returning visitors only? What if you advertise it as such, and present it only to people who visit your site for the nth time? I’d imagine they’d be quite intrigued by the concept (and engage with it immediately, at that.) Native, who uses Littledata's Google Analytics connection, ran this time-limited contest on their site, promoted with a clever Shopify popup. Strategy #5. Show returning visitors the downside of not buying from you The final strategy works particularly well on visitors who tend to sit on their purchase. Instead of completing it, they add products to the cart, then wander off, contemplating their next action. It happens all the time, sadly. One way to engage them and gently “push” towards the sale is by showing the downside of not acting now. Gaiam, for example, uses a simple scare tactic. The site tells visitors how popular a product is (one the shopper is thinking about buying), and how likely it is to sell out before they get it. Many hotels and travel sites use a similar strategy to convince visitors to act now in a similar way. They display the current interest in a given property or a room to evoke fear in visitors and push them to act. Trust your Shopify tracking This isn't technically in the top 5 strategies, but it's perhaps the most crucial part of the shopper re-engagement process. Tracking your returning visitors tells you exactly which of your marketing channels are working (and which are not), which campaigns are converting, and the re-engagement methods (email campaigns, etc.) that work best for your store. Without proper tracking, you're stabbing in the dark. Unfortunately, many Shopify merchants rely on the broken tracking of Shopify's native analytics or the incomplete attribution in Google Analytics. Have you experienced these data discrepancies between Shopify and GA? They can be extremely frustrating, especially since they have a negative impact on your decision-making. [note]Here's why your Shopify data doesn't match what you see in Google Analytics[/note] Luckily, Littledata provides an ideal solution. Their Shopify app, which automatically fixes your tracking. That means accurate data for shopper behavior, marketing attribution and more. [tip]Get a full month of accurate data — try Littledata free for 30 days[/tip] Not to mention, the app offers daily data audits and ecommerce benchmarks, so you can know exactly how your store stacks up against similar products. Wrapping up Returning visitors offer an incredible business opportunity. They are far more likely to buy and spend more on their purchases at that. However, to increase those repeat purchases, you need to engage returning visitors and keep them close to your brand. All that’s left is to start implementing the ones you liked the most in your store. Good luck! This is a guest post by Greg d’Aboville, Head of Growth at WisePops, a popup app. Greg has helped major brands like Fender, Nissan, and Skechers maximize lead generation strategies and 10X their results.
Top 10 post-holiday Shopify marketing strategies
Organizing your ecommerce marketing strategy following the holidays can feel like going to the gym after finishing a marathon. You’ve just survived the craziness of holiday marketing, an extra high volume of orders, and the early January returns and exchanges. Come January, your marketing muscles are still pretty sore. However, Q1 is ripe with opportunities to plan new strategies for slower seasons. Here are our top 10 post-holiday marketing strategies for Shopify merchants: Take advantage of the “fresh start effect” The “fresh start effect” is a phenomenon that suggests people are more likely to take action on their goals during a time that marks the start of something new (i.e. the start of a new workweek or new semester). Of course, it also includes one of the most powerful “fresh starts” of all: the new year. Encouraging customers as they work toward their goals with renewed gusto is one of the best ways to do this. The key is positioning your products as a way to help customers achieve their goals. Here are some examples of how brands have successfully tapped into the fresh start effect: 1) Post-holiday mail marketing by Pact and 100% Pure Both Pact and 100% Pure used email marketing to encourage customers to work toward their New Year’s resolutions. Both brands highlighted how their products can actually help customers more easily achieve their goals. Take a look at the following subject lines and see if you notice a pattern: Let’s highlight some of the words that appear more than once in these subject lines: Start New Year 2020 Change Using words in your subject lines that are connected to the idea of starting over (a fresh start) is a simple but powerful way to increase the open rate of your emails after the holidays. 2) Resolution blog posts by Veestro and Thought Did you make any New Year’s resolutions? Even if you didn’t, there’s an excellent chance many of your customers did. Create content related to how to set or maintain resolutions related to your products, and tap into the fresh start effect in a memorable way. In addition, these posts are designed to be shareable, which means more exposure for your brand. For inspiration, check out the resolution articles by Thought and Veestro. 3) Playful social media posts by Pura Vida Starting over doesn’t have to be serious. Pura Vida used their Instagram feed after the holidays to drum up excitement for the new year while managing to keep the tone light: 4) Humanize your brand with post-holiday personal content Personal content, such as an end-of-year reflection, is more expected following the holidays than during other times of the year. Personal content reminds customers that your company is made up of real people, just like them. This type of content is especially beneficial for smaller companies, emerging companies, or startups because customers love to support entrepreneurs. Sharing something personal can be scary, so steal some courage from the founders and entrepreneurs who’ve done it before you. 5) Passion Planner’s “Letter from the CEO” This frank letter to customers shares both the highlights and the “lessons learned,” such as “You can’t please everyone.” And the letter ends with a genuine thank you to all of Passion Planner’s loyal fans. 6) Skully’s Beard Oil’s Instagram gratitude post Skully’s Beard Oil is another brand that took the after-holiday opportunity to share something personal with customers. They posted a candid shot of the founders with the following message of gratitude: Start marketing for Valentine’s Day Last year, shoppers set a record for Valentine’s Day shopping at $20.7 billion spent. While the holidays are probably your real high-traffic days, Valentine’s Day is a huge sales period for ecommerce. Don’t wait until the week before the 14th to start marketing for Valentine’s Day. Start now! Here are some creative ways to use the post-holiday time to prep your customers for Valentine’s Day purchases: 7) Create a special “Valentines Day” category in your shop Make it easy for customers to choose a Valentine’s Day gift from your store by creating a special product category. This whittles down the choices customers have from your whole store to a single page of items. Not only does this reinforce the idea that your products are good Valentine’s Day gifts, the reduced number of options paradoxically makes customers more likely to purchase. For example, take a look at how Kate Spade has designed its Valentine’s Day category. The fashion brand goes a little further to call the category a “gift guide.” 8) Implement a home page Valentine’s Day banner Start reminding website visitors that your products make good Valentine’s Day gifts with a home page banner. Hopefully, they’ll remember your store when Valentine’s Day arrives, or maybe they’ll purchase in advance. Man Crates has already launched its Valentine’s Day home page banner: 9) Capture Valentine’s Day search traffic with Google Ads You might not be able to compete organically with global brands for high-converting searches like “Valentine’s Day gifts for husband,” but you can siphon some of that traffic with paid advertising on Google. To make your ad dollars count, don’t send traffic to your store home page or a product page. Instead, create a specific landing page for your Valentine’s Day ad. This way, there’s no disconnect between the ad copy and the landing page. For example, check out how Minted connected their Google ad to a dedicated, Valentine’s-Day-specific landing page. Here’s their Google ad: And here’s their landing page: 10) Use similar strategies for other Q1 and Q2 holidays If you find that a strategy was successful for Valentine’s Day, try repeating it for other holidays or events that take place in the first half of the year. Here are some holidays and events to be thinking about: The Super Bowl (February 2) The first day of spring (March 19) Easter (April 12) Mother’s Day (May 10) Memorial Day (May 25) Father’s Day (June 21) You can also review the list of fun “national days” in 2020 to find days that might be hyper-relevant to your brand. Accurate tracking for marketing attribution The most effective marketing strategy is one that enables better decision-making for your Shopify storgae – accurate tracking for marketing attribution. Littledata's Google Analytics app for Shopify allows you to connect your data from Facebook Ads, Google Ads, Google Optimize and Refersion (affiliate marketing) so you can easily and accurately track the source and channel from which your shoppers arrive at your store. [subscribe heading="Try Littledata free for 30 days" background_color="green" button_text="Get Started" button_link="https://www.littledata.io/app/get-free-trial"] Wrap up: Plan for the slow season As you roll out the immediate post-holiday marketing strategies shared here, we’ll leave you with one final way to leverage this time: planning for the slow season. For most ecommerce stores, the slowest sales period is during the summer months. People are preoccupied on vacation, customers have more time to shop in brick-and-mortar stores, and the summer doesn’t have any major commerce periods like Black Friday Cyber Monday. That’s why ecommerce merchants should plan ahead, building marketing strategies to boost sales and brand awareness during slower months. Fortunately, the post-holiday period is the perfect time to start planning for summer. This is a guest post by Krista Walsh of Electric Eye. Krista is a copywriter for ecommerce small businesses. Her writing and messaging strategies help her clients speak to their customers’ values and emotions for more sales.
How to optimize your Shopify conversion rate for fashion ecommerce
Fashion consumers are buying more online than ever have before. In fact, Forrester even predicted the number of worldwide online fashion buyers will surpass 910 million in the next two years, making fashion & beauty the largest ecommerce industry overall. Naturally, like any industry with a slice of the ecommerce pie, fashion is dynamic — continuously changing the way products are presented to shoppers and innovating in order to stand out among sky-high shopper expectations. This effects marketing, sales and every stage of the buying funnel. And that's not even mentioning social marketing, with growing social commerce and the meteoric effect that influencer marketing has had on fashion ecommerce. Bottom line: with the landscape only growing larger, how can your Shopify store rise to the challenge and compete with top fashion ecommerce sites in 2020? 1. Know your KPIs In October 2019, to help stores compare their marketing and sales performance with others in their industry, our team at Littledata came up with several benchmarks for fashion and beauty stores based on industry data. Check out some of the more interesting KPIs for fashion stores: After surveying 455 stores a few months ago, we found the average conversion rate for Style and fashion was 1.3%. What's a good conversion rate? Anything more than 2.6% would put you in the best 20% of Style and fashion stores we benchmark for conversion rate, and more than 3.6% would put you in the best 10%. What's a not-so-good conversion rate? On the other hand, a conversion rate (both mobile and desktop) less than 0.5% would put you in the worst 20% of style and fashion stores, with less than 0.2% placing you among the worst-performing stores. How do you compare? If your store has a conversion rate between 0.5% and 2.6%, then your store is average compared with this benchmark. With less than 0.2%, your fashion store is certainly underperforming. 2. Optimize your store for conversions To give your store a better chance at converting visitors, have you tried: more attractive product displays improving the checkout process ensuring your product pages load and respond quickly Thankfully, tools like Enhanced Ecommerce tracking in Google Analytics can help you identify where your potential blockers lie. But even before getting too deep in the data, it's important to look at the basics — are there areas for quick wins and easy improvements? [subscribe] Let's take a look at 3 areas: Navigation OROS is a terrific example of simple, clean navigation that makes it easy for shoppers to find what they're looking for. As you can see, OROS's main sidebar menu is organized by apparel type. Product pages They also nail it with their product pages, with pricing and reviews front and center, plus prominent descriptions and features listed below. Shopping experience Buck Mason creates a seamless shopping experience, with simple filters and a "quick add" feature where shoppers don't even have to be on a product page to add an item to cart. If you like an item, you can simply select a size from the image and it adds it to cart. Features like this create an enjoyable experience for shoppers, which helps boost retention and encourages repeat purchases. 3. Create a smooth checkout process More often than not, customer checkouts serve as a "checkpoint" for stores in terms of measuring shopping experience. If your cart abandonment rate is low and your checkout completion rate is high, it's fair to assume your CRO efforts are succeeding. However, many stores find themselves performing below par. Luckily, there are a number of helpful tools to smoothen your checkout process and give yourself the best possible chance for completing the highest number of purchases. First, Littledata's Google Analytics app fixes tracking automatically for Shopify stores. Your customers won't be the the only ones checking out with confidence — with the app, you can track shopper behavior and ecommerce events with accuracy and ease. Shopify apps like CartHook also help the checkout and post-checkout process run smoothly for shoppers. With customizable one-page checkouts and post-purchase upsells you can set up with one click, tools like CartHook can help maximize your conversion rate at the end of the funnel. [tip]Littledata's advanced Google Analytics connection for CartHook helps you accurately track every sale, refund and checkout step in your Shopify store.[/tip] What if you sell by subscription? CRO (conversion rate optimization) for subscription stores works similarly, in that on-page optimizations are where you'll get the most ROI. Where subscription CRO differs is how you measure conversions. Crucial metrics for subscription stores include: churn rate (the rate at which your customers drop their subscription) AOV (average order value per subscription box, etc.) CLV/LTV (customer lifetime value, which requires a different type of calculation) Tools like Littledata's ReCharge connection help you not only optimize conversions, but accurately track them. Are you drawing more new subscribers? Are you retaining your current ones? Are you convincing subscribers "on the hinge" to stay on for an extra month? [tip]Get accurate tracking for repeat orders with the ultimate Shopify ReCharge guide.[/tip] Shoot for repeat customers Box of Style, a Shopify customer and user of the Littledata ReCharge connection, is a popular fashion & beauty brand that uses a unique subscription system. They offer boxes with exclusive seasonal clothing styles for women, which are delivered to your door four times per year. Subscribers can choose a "pay as you go option" in order to pay quarterly, or they can pre-pay for one year: Just below their add to cart button, the company has added a "what's inside" section to their product pages, giving shoppers a glimpse of what they're getting: The brand's modern web design, simple navigation and transparency give shoppers every opportunity to subscribe to a box. Like many subscription brands, the company offers the option to save money per box by pre-paying or paying annually. 4. Get Shopify reporting you can trust Unfortunately, Shopify tracking within the Shopify analytics platform is not the most reliable system for merchants. And while Google Analytics' robust, free platform is widely used and filled with helpful features, data traveling from Shopify checkouts to your GA account is a broken system. Thankfully, we built a better way. With Littledata's Google Analytics app for Shopify stores, the tracking is fixed automatically for your store, from marketing attribution (including connections for Facebook Ads, Google Ads, affiliate marketing, etc.) to buying behavior. With fixed tracking and accurate reporting, you're free to focus on what you do best – promoting and selling your products to fashion aficionados online!
6 things Shopify merchants need to know about SMS marketing
Marketers understand why it’s critical to target customers with the right message at the right time. For product marketers and ecommerce managers, SMS is an increasingly essential part of multi-channel marketing — especially with a mobile-first online retail market. In this article, we’ll summarize 6 benefits you may not know about SMS marketing. We’ll also outline how to use SMS effectively for better lead acquisition, closing rates and customer loyalty for your Shopify or Shopify Plus store. By the end, we hope you’re ready to integrate SMS marketing right away! 1) SMS is one of the most immediate channels available SMS (a.k.a. text message marketing) is perhaps the most direct route to customers when it comes to D2C marketing. With a 98% open rate and a 5x click rate compared to other channels (such as email marketing), SMS is a more casual and less threatening channel for customers. Not only do standalone SMS campaigns have a high success rate and proven ROI for Shopify merchants, but they also enhance and support other marketing channels like email and social marketing. As mobile shopping activity continues to rise, shoppers expect to receive offers, discounts, consultations and other promos through mobile messaging. 2) SMS can help you recover lost sales Merchants not utilizing SMS as part of a mobile marketing strategy are missing out on building direct relationships with customers. As a result, this could mean sacrificing sales. Littledata found that, on average, nearly 60% of mobile shoppers abandon their carts before completing checkout. [subscribe] Many of these incomplete checkouts may be due to unanswered questions. And while automated messaging may not solve these barriers to purchase, it can certainly reengage shoppers through incentives or simple reminders to complete their checkout. 3) SMS helps you better understand your customers You can learn more about the purchasing behavior of your customers by studying back-and-forth conversations. For example, SaveMySales is a performance SMS marketing app that offers a dashboard showing customer conversions from which merchants can track trends, like commonly asked questions or concerns preventing them from purchasing. This type of insight helps merchants understand the customer journey (and blockers) their customers face, which can lead to better Shopify conversion rates. 4) SMS will increase customer engagement SMS marketing can help you directly build 1:1 relationships and trust with your customers. Shoppers appreciate messages that make them feel valued or special, especially when messages include personalized responses from real humans that solves their barrier to purchase. Whether shoppers are casually browsing before a first-time purchase or they are returning for a repeat purchase, shoppers are more likely to buy when they experience a level of brand trust. 5) Full-service SMS marketing for Shopify merchants SaveMySales is the only human SMS marketing solution that acquires subscribers, sends messages, and replies back to shoppers. By combining AI with the world’s best live agents, the company has created the most personal marketing channel ever. The platform drives up to 20% increases sales for Shopify stores by answering questions, providing suggestions, offering deals, and up-selling. Some of the best features include but are not limited to: Building SMS marketing lists - the Opt-In Pop-Up enables brands to quickly acquire SMS subscribers from their website Abandoned checkout recovery - brands can recover lost sales by connecting shoppers directly with a live agent that can answer questions and remove barriers to purchasing Interactive SMS campaigns - brands can rapidly build a subscriber list and talk to thousands of shoppers at once with beautiful, segmented outreach We recommend Shopify stores use SaveMySales as part of their ecommerce multichannel strategy for engaging with shoppers at every stage of the purchasing funnel — not only because it’s a proven method, but also because it offers the peace of mind shoppers want. 6) Without proper tracking, it’s all for naught While you’re building this high-converting engagement channel for your brand, for Shopify and Shopify Plus merchants, one thing matters just as much as engagement — tracking each step of the customer journey. Luckily, Littledata’s smart analytics app for Shopify connects your store data to Google Analytics or Segment, and tracks every event, from casual product page clicks to final purchase. It's automatic tracking our merchants can trust. If you're on Shopify Plus, check out an enterprise plan to get a dedicated account manager to help with data setup, reporting and optimization. Thinking into the future SMS marketing is becoming an increasingly essential channel as a direct line of communication to get in front of shoppers, recover lost sales, understand customers, and increase customer engagement. SMS can be used as part of a multi-channel strategy for engaging with customers at each stage of the customer funnel to help increase conversions and ROI for your Shopify store. We recommend using SaveMySales to build the most personalized SMS marketing strategy that will impress your customers and help them build a relationship with your brand. This is a guest post by Cindy Le from SaveMySales, a performance SMS marketing app for Shopify and Shopify Plus stores.
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