Category : Shopify
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 6 fashion and beauty brands using ReCharge for Shopify
In a past post, we shared a similar post about the top 6 coffee brands using ReCharge for Shopify. This time around, we'll take a look at some top beauty and fashion brands on Shopify that also use ReCharge. If you run a subscription store and you don't use ReCharge, check out some of the benefits of the Shopify ReCharge connection. As we mentioned in that post, ReCharge helps Shopify and Shopify Plus merchants sell and manage subscriptions with ease. [tip]Read about our new ReCharge v2 connection, which tracks your subscription lifecycle events automatically[/tip] When you connect ReCharge to your store, you’ll see ReCharge’s full feature set at work — track a variety of subscription types, including single product, mixed cart & entire cart subscriptions. Why connect ReCharge with Shopify? Whether you're an agency, ecommerce manager, marketing manager or part of a development team, the ReCharge and Shopify APIs allow you to: Customize the checkout experience for customers Personalize how those customers manage their subscriptions Automate product discount codes Order cancellation processes or updated pricing on select items And that’s just scratching the surface. Installing ReCharge on your store also means orders are processed faster (thanks to an increased API call limit). [note]Littledata’s Google Analytics app is designed for better subscription ecommerce, including accurate tracking for marketing attribution and checkout steps.[/note] According to McKinsey, the ecommerce market has grown over 100 percent per year over the last three years, with 60% of those subscriptions purchased by women. 31% of millennials are also currently subscribed to a subscription box, and that number is expected to rise. According to Shopify, revenue for fashion ecommerce will rise from $481.2 billion to $712.9 billion by 2022. But while fashion and beauty brands continue to soak up every ounce of consumers' preference to shop online, the online fashion market has become extremely saturated, especially as brands use influencer marketing and focus their advertising efforts on Instagram. Let’s take a look at 6 of the top beauty brands on Shopify making a splash in the online subscription world. Keep in mind, these brands have found success using ReCharge to manage their subscriptions. From sustainable beauty products to customizable and personalized boxes, the market is filled with options for consumers — there's something for everyone. 1) Kopari Beauty Kopari Beauty is a California-based beauty brand specializing in coconut oil-based skincare products. Kopari launched its store in 2015 and have taken the beauty world by storm. The company uses 100% pure, organic coconut oil sustainably sourced from farms in the Philippines. Their products are paraben-free, cruelty-free, sulfate-free, phthalate-free, and vegan. 2) Ellie Activewear A Littledata customer, Ellie Activewear is an active wear brand tailored to women through their online lifestyle Shopify store. This subscription box has a focus on self-love with outfits that promote confidence so women can love the skin they are in. Ellie delivers high-quality activewear right to your door, so you can "smile with the time you save and feel good about what you’re wearing." 3) Box of Style Another Littledata customer, Box of Style is backed behind the fashion powerhouse Rachel Zoe. The American fashion designer, celebrity stylist and reality TV star launched this box in 2018 and it’s taken off since. It allows consumers to go through a preference list to get more insight before style boxes are carefully curated to fit each customer. 4) Laurel and Reed Laurel and Reed deliver a beauty box filled with all natural and non-toxic beauty products. The founder started the company after her father was diagnosed with cancer with the goal to provide products that are clean. They want their customers to have beautiful skin from products that are not loaded with chemicals. You get to choose the plan you want whether that’s 1x/3x/6x/12x or a one time not renewing box. You’ll receive 3 full size products that total to $100+. 5) Vegamour Vegamour is a plant-based beauty brand that specializes in brows, eyelashes, and hair growth. This clean beauty brand has been featured in Allure and InStyle and offers a starter kit so that you can try the products before committing to full size products. 6) Luxe Catch Luxe Catch is a fashion surprise themed mystery box that is filled with hand picked designer items. Customers fill out a style profile that helps cater items to each customer items. Luxe Catch fills boxes with designer wear from popular brands. The boxes begin at $50 ($200 value) and $250 ($1000 value). Track your subscription data with accuracy If you’re confused as to how the connection works (and which subscription events you can track), don’t worry — there's an ebook for that! Download it for free. ReCharge is a terrific Shopify app that will save you countless hours by automating and managing your subscription lifecycle from start to finish. If you’re a subscription store and you haven’t tried ReCharge v2, we highly encourage you to give it a go!
4 pricing optimization strategies for Shopify subscription stores
The subscription ecommerce market has an estimated worth of $12B-$15Bn. What’s more, 2018 was the year in which the highest amount of capital was invested into subscription box businesses. Fast-paced growth and yet-to-be-discovered niches attract numerous big retailers and new market entrants. To stay ahead of the competition, you must utilize pricing power to the fullest extent. Luckily, we’ve gathered four pricing optimization strategies for your Shopify store. But before jumping into that, let's figure out why the subscription business model is attractive to online retailers as well as shoppers. [subscribe] What makes people subscribe? People have recurring needs. Instead of shopping for everyday products over and over, they use subscription services that deliver everyday needs to their doorstep. While big retailers apply this model mostly on consumer goods, an increasing number of SMBs utilize it to send subscribers a selection of enjoyable lifestyle products to be discovered. The lifestyle products range from a french press to a book, from candles to clothes, and so on. From a retailer point of view, this model reduces the risks arising from uncertainty. SMBs often have a hard time estimating business costs and profits accurately, whereas subscription stores do not face uncertainty problems thanks to their steady customer base and stable costs. [tip]Trust your subscription tracking with the ultimate ReCharge guide for Shopify[/tip] More and more retailers either switch to this model entirely or apply it on certain products in their assortment. So, what’s a good pricing strategy to outshine the competition? 1) Measure Willingness to Pay (WTP) Willingness to pay is the maximum amount of money people are willing to give up in exchange for your products. Before setting the price of a product, measure WTP. Charge a price in line with customer expectations to substantially increase the likelihood of purchase. Surveys are the easiest way of measuring WTP, and they grant you a chance to get to know your audience better. Ask the value-adding qualities of your service and find out customers’ pain points: "Please rank order the product features below according to the value you see in each" "Which product feature(s) do you think should be improved?" Keep up the good work and improve the negative aspects identified by customers. Perhaps more importantly, customers will be happy to know that their ideas are appreciated and taken seriously. It’ll increase the chance that they refer your subscription store to their friends, and referrals are far more effective than traditional marketing channels. In turn, offer referral discounts to enhance customer loyalty. Out of WTP research, you'll obtain multiple price points around which people are clustered. The following step is to utilize that data to divide your target audience into several segments. 2) Offer a variety of options and pricing Naturally, people differ in their WTP for a product. Now that you've segmented your audience based on shoppers' WTP, it's time to target each segment at different price points. For example, if you sell lifestyle subscription boxes like Birchbox, make boxes of varying quality and charge more for high-quality ones. Tiered pricing structure entices both price-sensitive and luxury customers to subscribe to your boxes. WTP changes over time, but it’s impossible to conduct WTP research frequently. Instead, test different price points to see if they yield better results. Note that even though fewer people buy luxury products, they can generate higher profits. Since high-end buyers don’t look for cheap prices, provide them a truly premium service quality. When it comes to commodity goods, however, no one wants to pay extra money for toothpaste. If your Shopify store specializes in everyday essentials, offer competitive prices. Which brings us to our next point... 3) Track competitor prices Millennials are financially worse off than older generations, and it's reflected in their shopping behavior. Price is the most influential factor when US shoppers decide where to buy a product. Thanks to the transparency of online prices and ease of using comparison shopping engines, shoppers effortlessly find the cheapest deal for their everyday needs. The only way to appeal to a price-sensitive and tech-savvy audience is by offering the cheapest deals for commodity goods. That's why you have to track competitor prices. You can try manual tracking, but the results won't serve the purpose. By the time you finish collecting competitor prices, the data will be irrelevant. Prices change far more frequently than we could track manually. Another option is building an in-house pricing engine. Since it'll only belong to you, you can customize it according to your needs. The important thing to note here is that the software requires maintenance. You'll devote a lot of time and resources to software development, and the expenses will keep coming up. And finally, you can use pricing SaaS with a monthly fee. Your activity is limited to the standardized service the company offers, but you don't spend hours on software development and maintenance. It's more affordable than maintaining an in-house engine. 4) Make use of predictive analytics Predictive analytics is a technique to predict future outcomes based on historical and real-time customer data. What does it mean for a subscription ecommerce store? You know that customer retention is far more important than customer acquisition. Returning customers account for more than 40% of US revenue even though they make up only 8% of all online visitors. What does it have to do with predictive analytics, or pricing to start with? Costs increase over time. Since you can’t sell at a loss, you have to increase prices. But price increases come at a cost. It’s highly likely that a portion of your customers will leave when faced with a price increase. Before making major changes in your pricing structure, use predictive analytics to determine which customers/segments will likely to churn after an increase. Don’t alienate the most price-sensitive customer segments with an increase. A small profit is way better than no profit. Final Words Subscription ecommerce is gaining popularity among online retailers. To stay ahead of the competition, retailers must utilize the power of pricing. Implement these optimization strategies to gain and maintain a competitive edge: Measure Willingness to Pay and take it into account when pricing Provide multiple products at different price points to target each segment Track competitor prices Make use of predictive analytics And of course, track with accuracy – the data never lies, and tools like Littledata's Shopify app for Google Analytics (or Segment) also help optimize your pricing strategy. With better data, you can price better! This is a guest post by Betül Parlak, Inbound Marketer at Prisync, which helps ecommerce companies increase sales by tracking prices automatically from any marketplace around the world.
Do you need a Google Analytics expert to help with your Shopify data?
At Littledata, we believe Google Analytics (GA) is one of the best free tools out there. Google Analytics is a great platform to access detailed data about your Shopify store’s user behaviour and sales performance. Regardless of your industry, as long as your Shopify store is in business, you need a platform where you can monitor your marketing performance and identify ways to increase your conversions. Google Analytics is the one of the most popular analytics platforms for a few reasons: It’s free. It can show nearly any metric you want to track, straight out of the box. But with a lot of data comes a lot of complexity. Even for experienced analysts, Google Analytics can be a hurdle at times. Your Shopify data needs constant monitoring since it's the single biggest factor in your marketing and sales decisions. And who better to do that than proven Google Analytics consultants! [subscribe] What to expect from a GA expert A Google Analytics expert will (or should) always know what to look for and where to find it, even before opening GA. Why? Because they’ve learned through experience to take the time and think through the data insights merchants need most. [tip]Here's what you should expect from a Google Analytics expert[/tip] On the other hand, if you’re taking the self-learning path and tackling GA by yourself, you’re really trying to achieve two things at the same time: become a web analyst and learn the GA platform. But are either of those time-efficient tasks to help grow your store? Probably not. Here's another thing: while a Google Analytics expert will help you make sense of your Shopify data, it's the digital implementation specialist who ensures you have the right Enhanced Ecommerce Conversion (EEC) data in your GA dashboard in the first place. Whether your EEC tracking will be implemented via GTM or other tools, the end game is the same: Get me the correct data in GA. And for this, Shopify and Shopify Plus stores are in luck — Littledata automates the EEC tracking so you don’t have to. Why get an expert? If Littledata automates tracking, why is it necessary to hire an expert? For things like Day to day checks on basic metrics like revenue and transactions Basic campaign monitoring for Facebook Ads, Google Ads, etc. For the most part, you can do these on your own. But a tool like Littledata provides the raw data in Google Analytics for much more granular insights, and that’s where a GA expert will come in handy. Here's an example: With every transaction, Littledata accurately sends to Google Analytics a set of raw properties (e.g. Shopify CustomerID, TransactionID and campaign parameters). For this data, a Google Analytics expert will be able to link the source or campaign path with customerID’s and transactionID’s in a custom report. This custom report will show the true return on ad spend (ROAS) based on different attribution models. Determining which conversions are linked to a first interaction or an assisted interaction will help you measure and optimize your marketing campaigns with more accuracy. [tip]Find out the real ROAS of your Facebook Ads for your Shopify store[/tip] Metrics that matter One of the main metrics marketers want to know is Customer Acquisition Cost (CAC) per channel. If you get that right, you’ll know exactly where to increase your marketing spend. And in doing so, you’ll probably acquire more customers for about the same fixed budget. A GA expert will be able to gather your (true) marketing costs from all your marketing campaigns over a given time period, and calculate the amounts by channel. This sounds easy, but things can get a bit more complicated when you're trying to find the CAC based on each attribution model. By now you should know your ROAS and CAC, but what about customer lifetime value (LTV)? In other words, you should know how much $$$ your marketing leads are spending with you, what your acquisition cost is per customer, and where to find the highest converting leads. But do you know how much time they are spending with your brand? Which channels are bringing the stickiest clients? Which channels bring the most repeat purchases (or subscriptions)? LTV is one of the most coveted metrics for ecommerce managers. A GA expert will help you calculate LTV by summing up the gross profit from all historic transactions for each individual customer, then splitting those conversions by channel and calculating the median for each. And if you want things laid out for you in plain english, at Littledata we provide the necessary custom dimensions you need to accurately calculate LTV. So what's the verdict? For Shopify merchants, Littledata is one of the best solutions to ensure reliable data for accurate marketing attribution and buyer behaviour. And since your Shopify store already needs fixing when it comes to data collection, an enterprise plan (with full support and a dedicated team of Google Analytics consultants) just may be an answer to your prayers. With Littledata enterprise, get all the analytics support you’ll ever need, for a fraction of the cost to hire an experienced Google Analytics consultant. Get in touch with our team today to see how an enterprise plan can accelerate your path to scale! 🚀
Littledata Shopify app featured on Shopify Dropify podcast
We're at it again with another podcast episode! Following last year's appearences on Honest Ecommerce and Ecommerce Fastlane, we joined our friends at The Cut this time around. A few months ago, our team traveled to LA for #ChargeX, a conference for Shopify subscription businesses and agencies, hosted by our partners at ReCharge. [note]Check out our CEO's ReCharge talk on calculating LTV with accuracy[/note] Before heading to California, I joined The Shopify Dropify podcast, hosted by The Cut, a group of Shopify Experts and a creative agency based in Perth, Australia. Check out the 30 min podcast below. If you have questions about how how we can help your store get accurate data, be sure to get in touch with support or our team of Google Analytics experts. Main points How our Shopify app helps merchants measure the core metrics for your business, such as average order value (AOV), customer lifetime value (LTV), etc. The most common mistakes we see Shopify stores make Why it's vital to have complete, accurate tracking at each step of the buying funnel Differentiating first-time purchases from recurring purchases via our revamped ReCharge connection for subscription Shopify businesses How merchants using our Shopify ReCharge connection have been able to predict their subscription sales performance Where many Littledata customers find themselves in the path to scale The questions we get most often Why doesn't my Shopify data match what's in Google Analytics (or what's in my bank account)? How can I get advanced analytics support? The unique challenges we think ecommerce businesses face the most How ecommerce is (ironically) driving the re-opening of physical storefronts Data trends for Shopify stores (e.g. POS systems, pop-ups, new data touch points, etc.) The one thing we suggest merchants do right now to improve your store [tip]Try our Google Analytics app for Shopify free for 30 days[/tip]
Here's what Shopify merchants need to know about CCPA compliance
The California Consumer Privacy Act (CCPA) is now in effect, and every serious ecommerce site doing business in the USA should take note. So what do you need to know? The CCPA comes on the heels of a year rocked by privacy scandals and data inhibitions (e.g. Facebook and now Google), and California is the first US state to enact a complex online privacy act that appears to be up-to-date with how businesses actually transact online these days. Other states are expected to follow suit. In the words of the California Department of Justice itself: The California Consumer Privacy Act (CCPA), enacted in 2018, creates new consumer rights relating to the access to, deletion of, and sharing of personal information that is collected by businesses. It also requires the Attorney General to solicit broad public participation and adopt regulations to further the CCPA’s purposes. We certainly aren't lawyers here at Littledata. But we do help Shopify sites audit their analytics and ensure that no personally identifiable information (PII) is collected by Shopify stores in their Google Analytics setups, including Google Tag Manager (GTM). So while we don't have specific features aimed at CCPA compliance, we do have a number of features designed to help Shopify merchants follow best practices for data collection and reporting. Here's a quick guide to what you need to know about CCPA. My first dine-in restaurant CCPA notice. Not sure how I feel about it. pic.twitter.com/vU6ZiTCF8o — Jad Boutros (@secplusplus) January 4, 2020 What is CCPA compliance? In short, the CCPA is an attempt at limiting what can be done with consumer data, and making sure that companies don't use it without consumer knowledge. The media has often described the CCPA as California's version of GDPR, the European regulations that went into effect in 2018 (has it been that long already?), but in my view it's actually quite a bit different — both more comprehensive in terms of targeting what's actually done with consumer data after it's been harvested, and more specifically aimed at larger merchants, which in Shopify's case generally means successful DTC brands and others using Shopify Plus. It's clear that the act was written in a state known for both technical innovation and political hardball, though how it will be enforced is an open question. Initially it looks like civil penalties will be limited to $2,500 USD per 'violation' or $7,500 USD per each 'intentional violation'. The act has continued to go through a number of revisions and clarifications, including a number of new modifications posted for review on February 10th 2020. Some of the most interesting, in my view, are attempts at trying to define a 'household' that uses a website. The recent revisions suggest changing this: “Household” means a person or group of people occupying a singledwelling To this: "Household” means a person or group of people who: (1) reside at the same address,(2) share a common device or the same service provided by a business, and (3) are identified by the business as sharing the same group account or unique identifier. It makes sense that they're trying to clarify the end users here. But I wonder: are we going to get to a place where devices are 'people' under the law, corporations are 'people' under the law, and people are...ones and zeros? But I digress. You can read the complete law text of the CCPA online, and the California DoJ has also posted a legal overview with all versions of the law. But I've also included links to useful summaries below — the written law itself is pretty confusing if you aren't a lawyer! Who needs to comply? In short, if you're a larger ecommerce site with customers in California, you need to pay special attention to the CCPA. You are subject to the CCPA if you meet one of these conditions: Have an annual gross revenue of more than $25 million USD Annually buy, sell, receive for commercial purposes, or share for commercial purposes the personal information of 50,000 or more California consumers, households, or devices Derive 50% or more of your annual revenue from selling California consumers’ personal information (yikes!) And if you're selling globally, as are an increasing number of our larger customers here at Littledata, remember that you need to pay attention to privacy laws everywhere you do business. So if you have customers in the EU, remember to pay attention to GDPR for ecommerce sites too. CCPA for Shopify Plus Shopify has put together a number of resources to explain how Shopify complies with the CCPA, including a timeline and white paper. Here are some of the most useful links from Shopify itself: CCPA timeline CCPA thresholds Shopify’s position on sale of personal information How CCPA affects you Processing CCPA data requests And Segment too! A number of Littledata's enterprise users are also using our Segment connection for more accurate Shopify data. Check out Segment's quick guide to CCPA compliance, including an outline of their privacy portal and an API for user deletion and suppression (to make sure that you honor customer requests about privacy). Again, it's unclear whom they'll be targeting. California is now the world's fifth largest economy, surpassing even the UK, but nobody's sure if the state will be using CCPA to clamp down on successful DTC brands, for example, or if it will be taking a strategic line against larger fish like Facebook and Google (i.e. what happened in 2018 when seven consumer groups filed GDPR complaints against Google in Europe). Confused? You're not alone. The increasing number of cookie popups and disclosures seems to only be confusing consumers, and nobody — including the businesses putting them in place — is interpreting them in a consistent manner. Part of this is being called a 'plague of popups' and (a la GDPR) 'banner blindness'. But even if you aren't doing $20M a year yet, it's worth a read through the law so you can refer to it with your internal team. Just like how Littledata doesn't fix historic data for your Shopify store — only your data collection going forward — it's essential to be forward-thinking about potential privacy regulations that might be enacted in the future, taking steps today to ensure smooth sailing later on. Google Analytics consultants are a good place to start. Plus, sometimes it just comes down to common sense. When you're the consumer, how do you want your data handled?
How to track subscriptions on Shopify with 100% accuracy
At least in the last few years, subscription ecommerce has become one of the most popular business models. The numbers don't lie: the return on investment, value per customer and buying frequency are higher for subscription businesses charging a recurring fee. Everything in this article can be applied to subscription businesses, but Shopify stores already using ReCharge and Littledata's Google Analytics app will especially benefit! [tip]Trust your subscription tracking with the ultimate ReCharge guide for Shopify[/tip] Getting started with ReCharge ReCharge is the most widely-used recurring billing solution for Shopify, powering thousands of stores and processing tens of thousands of orders daily. To create a "complete" recurring billing cycle for merchants, we built out a ReCharge smart connection within our Shopify app to provide accurate sales attribution via Google Analytics. In other words, our app: Fixes your data collection Offers accurate marketing insights within Google Analytics (or Segment) Provides the full Enhanced Ecommerce experience [note]Easily track your subscription lifecycle events with ReCharge v2[/note] Install the ReCharge app to get: Proper marketing attribution in Google Analytics Product views and shopping behavior Checkout conversion funnels (including voucher usage) Better understanding of repeat buyers The initial steps to install the Google Analytics tracking for Shopify are illustrated here. If you want advanced analysis of your buyers and their shopping behavior, you'll need to make the following setup: Step 1 – Enable the feature in Google Analytics First, go into Google Analytics (both your normal Google Analytics property and the property that has been created by Littledata) and enable the User-ID feature by going to Admin > Property > Tracking info > User-ID. Click On, next, On, next, give the new view a name, and you're done. Note: The new view will start to collect data from the point of creation so you will need to wait a bit to use this report. The sources of the purchases will be collected from the point of creation so most of the orders will be shown in the first month from direct / (none). Step 2 – Enable the Enhanced Ecommerce feature in Google Analytics In Google Analytics, click Admin. In the right side under View, choose the new Registered Users view that you've created earlier and click Ecommerce Settings. Toggle to On and then click Next step. Toggle On for Enhanced Ecommerce, and click Save. Finding the initial source for recurring subscriptions Using the Registered view, navigate on the sidebar to Acquisition -> All traffic -> Source/Medium or Channels. This report will show both new customers and recurring ones. We need to apply a segment to this report in order to show only the recurring users. This is how you set up the segment to exclude first time buyers: Now, with the above segment applied, you can check the original source of the sale for all transactions from repeat buyers. The other helpful report is the Audience -> Cohort Analysis report. In this report, you can see user retention for each day, week or month. Combining this report with an advanced segment that excludes first-time buyers AND includes only buyers that had their first transaction in December will: provide number of users that started the subscription package in December measure the actual retention of this group Tracking subscription lifecycle events ReCharge has always been one of Littledata’s most popular connections for ecommerce analytics. The new version of our ReCharge connection captures subscription lifecycle events for even more detailed tracking and attribution. What’s new with v2 Track subscription lifecycle events, including subscription updates and cancellations Get accurate marketing attribution for subscription lifecycle events Include subscription lifecycle events in LTV calculations Automatically track the following subscription lifecycle events: Subscription Created Subscription Cancelled Subscription Updated Order Processed Customer Updated Charge Failed Payment Method Updated Max Retries Reached Advanced ReCharge tracking (such as LTV tracking and a separate view for recurring purchases) are still included in the ReCharge connection — we’ve simply expanded the functionality to capture even more data points. Learn more about the connection with our ultimate ReCharge guide for Shopify.
Do you trust your subscription tracking?
If you haven't heard the news, we recently announced the launch of ReCharge v2, a revamped update to our popular ReCharge connection for Shopify. ReCharge v2 allows new and current Littledata users to track subscription lifecycle events with 100% accuracy, all within their preferred dashboard of Google Analytics or Segment. [tip]Download our free guide to advanced analytics for ReCharge and Shopify[/tip] Some of the ecommerce events you can now track are: Subscription created Subscription cancelled Order processed Charge failed and more! [note]See the full slate of events you can track with ReCharge v2.[/note] Advanced analytics for Shopify and ReCharge Even before v2, integrating Littledata with ReCharge lets you capture data about the entire subscriber journey, from marketing campaigns to first-time payments and recurring revenue. And of course, Littledata connects that data from Shopify and ReCharge to your preferred data destination, either Google Analytics or Segment. Now, with a revamped connection for ReCharge users, we're offering something even juicier — a free guide to advanced analytics for Shopify and ReCharge. Download the guide for free today! [subscribe heading="Get the ReCharge connection guide" background_color="green" button_text="Free download" button_link="https://www.littledata.io/app/recharge-smart-connection-guide"]
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