How to calculate customer lifetime value (CLV) for subscription ecommerce in Google Analytics
Many of Littledata's subscription customers come to us with a similar problem: how to calculate return on advertising spend, considering the varying customer lifetime value (CLV) of subscription signups. Calculating marketing ROI for subscription ecommerce is a big problem with a number of potential solutions, but even the initial problem is often misunderstood. In this post I break down what the problem is, and walk through two proven solutions for getting consistent, reliable CLV reporting in Google Analytics. What is customer lifetime value? I work with all kinds of subscription ecommerce businesses: beauty boxes, nutritional supplements, training courses and even sunglasses-by-the-month. All of them want to optimise customer acquisition costs. The common factor is they are all willing to pay way MORE than the value of the customers' first subscription payment... because they expect the customer to subscribe for many months. But for how many months exactly? That's the big question. Paying for a marketing campaign which bring trial customers who cancel after one payment - or worse, before the first payment - is very different from paying to attract sticky subscribers. A marketing director of a subscription business should be willing to pay WAY more to attract customers than stay 12 months than customers who only stay one month. 12 times more, to be precise. So how do we measure the different contribution of marketing campaigns to lifetime customer value? In Google Analytics you may be using ecommerce tracking to measure the first order value, but this misses the crucial detail of how long those shoppers will remain subscribers. With lifetime customer value segments we can make more efficient use of media, tailor adverts to different segments, find new customers with lookalike audiences and target loyalty campaigns. There are two ways for a marketing manager to see this data in Google Analytics: one is a more difficult, manual solution; the other is an easier, automated solution that ties recurring payments back to the original campaigns. A manual solution: segment orders and assign a lifetime value to each channel It's possible to see the required data in GA by manually segmenting orders and assigning a lifetime value to each channel. For this solution you'll need to join together: (a) the source of a sample of first orders from more than a year ago, by customer number or transaction ID and (b) the CLV of these customers The accuracy of the data set for A is limited by how your Google Analytics is set up: if your ecommerce marketing attribution is not accurate (e.g. using Shopify's out-the-box GA scripts) then any analysis is flawed. You can get B from your subscription billing solution, exporting a list of customer payments (and anonymising the name or email before you share the file internally). To link B to A, you'll need either to have the customer number or transaction ID of the first payment (if this is stored in Google Analytics). [subscribe] Then you can join the two data sets in Excel (using VLOOKUP or similar function), and average out the lifetime value by channel. Even though it's only a sample, if you have more than 100 customers in each major channel it should give you enough data to extrapolate from. Now you've got that CLV by channel, and assuming that is steady over time, you could import that back into Google Analytics by sending a custom event when a new customer subscribes with the 'event value' set as the lifetime value. The caveat is that CLV by channel will likely change over time, so you'll need to repeat the analysis every month. If you're looking to get away from manual solutions and excessive spreadsheets, read on... A better solution: tie recurring payments back to the original campaign(s) What if you could import the recurring payments into Google Analytics directly, as they are paid, so the CLV is constantly updated and can be segmented by campaign, country, device or any other standard GA dimension? This is what our Google Analytics connection for ReCharge does. Available for any store using Shopify as their ecommerce platform and ReCharge for recurring billing, the smart connection (integration) ties every recurring payment back to the campaigns in GA. Here's how the connector works The only drawback is that you'll need to wait a few months for enough customer purchase history (which feeds into CLV) to be gathered. We think it's worth the wait, as you then have accurate data going forward without needing to do any manual imports or exports. Then, if you also import your campaign costs automatically, you can do the Return on Investment (ROI) calculations directly in Google Analytics, using GA's new ROI Analysis report (under Conversions > Attribution), or in your favourite reporting tool. Do you have a unique way of tracking your marketing to maximise CLV? Are there other metrics you think are more important for subscription retailers? Littledata's connections are growing. We'll be launching integrations for other payment solutions later this year, so let us know if there's a particular one you'd like to see next.
Optimising your ecommerce store for the mobile-first index
In March 2018, after a long digital drumroll of anticipation, Google announced that it was rolling out mobile-first indexing. What does this mean for your SEO? In short, if your ecommerce site isn’t optimised for mobile, you’re losing out on a huge source of traffic. Source: Google After much research into the way people are now interacting with search engines, the conclusion is that there has been a marked shift towards mobile. In typical Google fashion, what searchers want, searchers get. So, it was decided that mobile would be a top priority. But how dramatic has this turn towards mobile been? The answer is definitely substantial enough to warrant this new shift in Google’s priorities. According to this Statista report, in 2018, 52.2% of all web traffic comes through mobile channels. While that is indeed significant, it is not the most telling fact about the current state of mobile traffic. What is even more noteworthy is the steady pace with which this form of traffic is increasing. The same Statista study shows a rise from 50.3% the year before, which built on 35.1% in 2015. This is not a trend which is fly-by-night. As you already know, when it comes to eCommerce, the success of your business depends on keeping up with search engine best practices and ranking criteria. These best practices can help you boost your ecommerce search traffic. With this in mind, you simply cannot afford to ignore mobile-first. Before I tell you how to adopt this for your eCommerce store, it’s necessary to explore what mobile-first indexing entails. Let’s dive in. What is mobile-first indexing? In a nutshell, mobile-first indexing refers to a method of search engine ranking that makes use of the mobile version of websites to organize SERP items. Google looks for relevant data to decide how best to answer the questions their searchers are asking. If the army of crawling bots find relevant information on your site, you may be moved up the ranks. In the past, Google rankings were based on desktop versions of websites. With mobile-first, the move is towards crawling and indexing mobile sites, rather than their desktop companions. This means that websites must be responsive and suitable for use on mobile, or mobile versions must have the same comprehensive content as the desktop. If you are breaking into a cold sweat as the realisation dawns that all your SEO efforts have been concentrated on your desktop site, take a deep breath. As Google has said, the move is gradual, and will not happen without notification in the Search Console. If they deem your site ready for the move over to mobile-first indexing, you will receive the following notification: Source: Google It’s important to note at this point that the Mobile-first index is not a separate index. Google continues to only have one index, as it always has. The shift means that the mobile version of websites will be prioritised, rather than being a move towards an additional type of indexing system. But how can you optimise for this change? 3 key steps to mobile optimisation 1. Switch to one responsive website As Littledata recently outlined on this blog, moving to responsive web design can be a very good move. What is this responsive design I speak of? Quite simply, it refers to web design that works well across a range of platforms. It prioritises user experience to ensure that the person interacting with your site is able to navigate it with ease, regardless of which device they use. A major perk of this is that whomever is in charge of the upkeep of your store does not have to monitor two (or more) different versions of your site. They have one site to take care of which will, if intelligently-constructed, work for an optimal user experience. If you do prefer to keep things separate, make sure that you pay attention to the mobile version of your site, rather than it merely acting as a subsidiary of your desktop site. As we will look at in step 3, it’s not a given that your SEO efforts will migrate over to the mobile version without some cognisant intervention on your part. 2. Get speedy Hopefully, page loading speed has already been a major priority when it comes to your SEO efforts. Sales in the eCommerce sphere are highly dependent on being able to keep your shoppers engaged and open for conversion to a sale. If your page does not load quickly enough, your customers will not stick around. Note: Check out these case studies on HubSpot for examples of how the speed of your site can affect your profit margins. When it comes to mobile-first however, page load speed is even more integral to your success. It is most certainly a top priority for Google in terms of how they allocated their ranking positions, and should be for you too. Luckily, there are numerous methods to both test and increase your page load speed: Start by looking at what Google’s very own Search Console has to offer. Through their Webmaster Lab Tools, you’ll quickly be able to see how well your site is performing and whether you need to step up your game. Third party tools such as Think With Google can be excellent accompaniments to other Google Analytics tools when it comes to deciphering how your site is faring. Ensure that your web design is not slowing down your whole operation. If you don’t have the technical knowhow yourself, get a developer to run an audit to see if your server speed, content configuration, or baseline coding is placing any obstacles between your users and an instantly-loading page. [subscribe] 3. Ensure your SEO tactics are still powerful If you have spent a lot of time and energy ensuring that your desktop site is fully ”SEOd”, make sure that your efforts carry over into the mobile iteration of your eCommerce store. Here’s a very brief checklist: Is all that beautiful content you created crawlable in the mobile version of your site? Those titles and descriptions that you put so much effort into? Make sure all your metadata carries over! Is the mobile version of your site verified with Google’s Search Console? Some final tips As an eCommerce shop owner, your concerns are not only getting customers to your site, but ultimately converting them. When it comes to mobile, there are specific trends that CROs are highlighting when it comes to transforming your customers into paying ones. In this comprehensive analysis by Shopify, they take an in-depth look at a study done by inflow on Mobile Conversion Optimization Features used in Best-In-Class Retailers. What is particularly useful in this report is what they refer to as a don’t and a do in terms of what is currently leading to optimal conversion rates for eCommerce business owners. As a parting gift, I’d like to share these two insights with you as ways to bolster your own efforts. In summary: Say no to hero slider images. In-depth research into mobile conversion rates has illustrated that customers are less than moved by them. Usher in the age of the top navigation menu. A relatively unused feature in the eCommerce world, all the data is pointing towards its efficacy in terms of mobile conversion rates. The takeway... Point 1: Don’t panic. Google will notify you if they’re switching you over, and will prioritise sites they deem more ready. Point 2: Start thinking with an on-the-go mindset. Make sure your store’s UX for mobile is as streamlined as possible. Make sure that your SEO efforts have carried over. Point 3: Don’t stop at optimising your mobile site for traffic - optimise for conversions too. Understand what will compel mobile customers to a sale. Good luck! This is a guest post by Charlie Carpenter. He is the co-founder and CEO of Kite. He is a mobile advocate with over ten years of industry experience. After working for large and small agencies for many years, he co-founded Kite; a software solution for print-on-demand, zero inventory merchandise, and personalised photo print goods. As well as an entrepreneur, Charlie is a seasoned product strategist with experience of various types of digital projects which include: Responsive and Adaptive Websites, Mobile & Tablet Apps, Hybrid Apps, Cross Platform App development. You can connect with Charlie on LinkedIn, and follow him on Twitter.
Average order value benchmarks 2018: how do you compare? (INFOGRAPHIC)
The holiday shopping period has us obsessed with one of our favourite ecommerce metrics: average order value (AOV). How does your site compare? A new infographic breaks down the stats. Increasing average order value usually has a dramatic impact on profits and ROI from marketing spend. It is also a gift that keeps on giving, as optimisation in this area is something that can deliver ongoing results over the long term. What does ‘average’ look like? Well, that’s going to depend on your sector, as well as the level of optimisation maturity reached by your peers. There’s not much point comparing the AOV of a small jewellery site with a large travel website. It doesn’t tell you anything meaningful. It’s more interesting to deep dive into your niche, and the good news is that we have some sector-specific ecommerce benchmarks to share with you, based on data from the 12,000+ ecommerce websites that have connected to the Littledata app. Below is a visualisation to show you some of our numbers (there's much more to explore within the app). Compare your own performance To see your own data alongside the industry averages, simply hook up your Google Analytics account with Littledata, and the app will show you how you’re performing relative to your peers (it’s free to connect). The app will also show you benchmarks for the other key ecommerce metrics, alongside AOV. No doubt you’re also interested in things like conversion rate, checkout completion rate, product list CTR, and so on. Are you benchmarking your ecommerce site in the best sector to help you increase revenue? We use the IBM Watson API and some smart logic to categorise websites automatically, though you’re able to manually override that should you need to do so. For example, you can compare against similar sized SEO-driven websites in your location, or look specifically at retailers in your vertical (eg. health and beauty products by subscription). [subscribe] Underperforming? We’ve got your back... There’s no need for panic if your numbers don’t look as good as your peers, as the Littledata app will recommend specific optimisation ideas via our new Missions feature. You can launch missions to improve your ecommerce performance and increase sales. I'd love to know what you've done to increase average order value. Do leave a comment below if you have tips to share. PS. Feel free to share this infographic, or include it in your own blog posts, as long as you include a link back to this post and our main website (www.littledata.io).
How to stop Google Tag Manager being hacked
Introducing Missions: actionable ideas to increase online sales
Over the past few months we’ve been working on a new feature for Littledata users. Our new Missions feature is a data-driven recommendation engine for ecommerce optimisation. The Missions concept is simple, yet powerful. First, you connect Google Analytics in order to see how your site is performing relative to the benchmarks in your sector. Then, if you are underperforming in any given area, the app will suggest some specific optimisation missions. Now, you might think that in 2018 the vast majority of ecommerce websites are serious conversion machines, but that’s simply not the case. Most websites remain woefully under-optimised and are leaving way too much money on the table. Checkouts are abandoned, users bounce before pages load, forms are left uncompleted, and so on. This is becoming a big problem, given the competitive landscape in many sectors. Acquiring new customers is increasingly expensive. A surefire way to make your marketing budget go further is to optimise your website, but where should you start? This is precisely where Missions comes into play: you launch individual missions and work your way through the suggested tasks to improve ecommerce performance, metric by metric. Missions: website optimisation made simple We’ve spent a lot of time researching optimisation techniques that have been shown to work for other companies. That’s not to say that they’ll definitely work for you, but proven ideas are usually well worth testing. We now have hundreds of actionable ideas, which have been clustered together into launchable ‘missions’. Missions are aligned to key ecommerce goals, such as increasing average order value, product list CTR, add to cart rate, checkout completion rate and conversion rate. Individual missions cover areas such as persuasion, merchandising, user experience, copywriting, pricing, CTAs, findability and trust. And since Littledata is good at measuring the little data, you’ll be able to see the results of your efforts within the app. Who should use Missions? Missions is for anybody that wants to optimise a website. It can be used by large digital organisations, SMBs and micro businesses. It is particularly useful for agencies with multiple clients, especially where there are recurring optimisation tasks over multiple websites. The ideas in each mission include guidance on who should be involved in implementation. Roles include ecommerce manager, web developer, copywriter, marketing strategist, and UX designer. [subscribe] How to launch a mission Start by connecting Google Analytics, so we can help you measure success and prove ROI. Once connected we’ll run a quick check to make sure your analytics setup is in good shape (the app will suggest fixes, if anything is awry). You can then compare your performance against your peers, to identify areas that are ripe for improvement. We’ll show you this at the top of your dashboard: By drilling down into each of the above categories you’ll be able to see the detail. As an example, let’s look at the main metrics in the ecommerce category. You’ll see your own data alongside ecommerce benchmarks from your sector (based on data from more than 12,000 websites). This makes it easy to compare and contrast performance. It looks like this: In the above example you can see that ‘add to cart rate’ and ‘conversion rate’ are both considerably lower than the norm. Both of these areas are ripe for improvement. Another metric in the ecommerce category is average order value. For this particular sector the average is $28, and while this particular website is doing reasonably well, it isn’t yet a top performer. Increasing AOV is one of the quickest ways of growing revenue, so we can launch the following mission: So, this first mission - ‘Average order value fundamentals’ - will help you to incrementally increase AOV. It includes ideas in areas such as product bundling, cross-sells, up-sells, wishlists, pricing strategies, personalisation, social proof, and so on. Here’s what the mission looks like - note that each tip can be expanded to reveal more information: You can work your way through the mission and implement (or skip) the ideas. Press the ‘mark as complete’ button to start tracking performance. Once you have done that we will start monitoring performance: Reach your goals, faster Missions should generate considerable - and provable - ROI for the SMBs, corporates and agencies that use it. Work your way through the missions to improve the customer experience, and remove the friction from the buying process. The first iteration of Missions is natural next step for Littledata. Our long-term goal is to develop Missions into an AI-driven optimisation engine for ecommerce teams. We hope you’ll join us for the ride. People trust Littledata to audit, fix and automate reporting. They also use our benchmarks to check and compare their performance, relative to their peers. And now, with Missions, digital teams can set about actively increasing ecommerce revenue. We hope that Littledata Missions will help you to fast-track your goals and KPIs. Give Missions a try today and shoot for the moon.
Are you looking at the wrong Black Friday metrics?
Paying attention to the right ecommerce metrics can help you establish the best customer base and shopping experience for long-term growth. But many retailers still focus only on the most popular metrics -- especially during the online shopping craze of Black Friday and Cyber Monday (#BFCM). Over the next few weeks ecommerce managers will be obsessing over data, but which stats are the most important? Two popular metrics -- ecommerce conversion rate and average time on site -- may be misleading, so I recommend looking instead at longer-term benchmarks. Here's how it all breaks down. Littledata's ecommerce benchmark data now contains indicators from over 12,000 sites, making it an ideal place to get a realistic view of Black Friday stats. Last year we found that the impact on Black Friday and Cyber Monday was larger in 2017 than in 2016. Using that same data set of 440 high-traffic sites, I dove into the numbers to see how this affected other metrics. Metrics to avoid I think that overall ecommerce conversion rate is a bad metric to track. From the leading ecommerce websites we surveyed, the median increase was 30% during the BFCM event last year...but nearly a third of the stores saw their conversion rate dip as the extra traffic didn’t purchase, with this group seeing a median 26% drop. Some stores do extremely well with deals: four sites from our survey had more than a 15-fold increase in ecommerce conversion rate during BFCM, and nearly a quarter saw more than double the conversion rate over the period. But the real question is: will tracking conversion rate hour-by-hour help you improve it? What could you possibly change within in day? Another misleading metric is average time on site. You may be looking for signs that the the extra traffic on the holiday weekend is engaging, but this is not the one to watch. The time on site for visitors who only see one page will be zero, which will mask any real increase from engaged visitors. Where to focus instead Now, do you know what good performance on funnel conversion metrics would look like for your sector? If not, have a look at Littledata’s industry benchmarks which now cover over 500 global sectors. Littledata’s benchmarks also include historic charts to show you how metrics such as add-to-cart rate vary for the average retailer in your sector month by month. Next try the ‘speed’ performance page to see how fast a user would expect a site in your sector to be. If you see site speed (as measured in Google Analytics) drop below average during Black Friday trading it’s time to pick up the phone to your web host or web operations team. Then, are you tracking return on adverting spend for extra Facebook Ads you're running during the quarter? Ad costs will spike during the peak trading period, and you make not be getting the same volume of traffic conversion into sales. Here are some quick pointers. Facebook Ads. Littledata’s Facebook Ads connection will ensure accurate data, with a dedicated Facebook report pack for automated insights. Shopify. If you're running your site on the Shopify platform, read up on which metrics are most important for Shopify stores and check out Shopify's BFCM Toolbox for seasonal online marketing. Missions. Use Missions in the Littledata app to make permanent improvements to your user experience. BFCM may be over before you can make the changes, but customers will keep buying the rest of the year. For example, can you increase add-to-cart rate with tips such as highlighting faster selling items or recommending an alternative to out-of-stock products? So focus on some clearer metrics and I hope Black Friday brings you every success! [subscribe]
15 Shopify apps to help you increase average order value (AOV)
We recently flagged up 15 proven techniques to help you increase average order value, which is one of the fastest ways of growing ecommerce revenue. Many of Littledata's customers use the Shopify platform, so I thought I'd take a look in the app store to see what's available to help implement some of these techniques. I found dozens of great apps that can be used to quickly test some of our ideas. In doing so you might just increase conversion rates and other key metrics too. Below are 15 of the best ones - click on the screenshots to check them out in more detail. Many of these apps are paid-for, though normally offer free trials, and in any case the monthly cost is low. You should make back your investment and then some. I've focused on the apps that have high review scores. By installing these apps and launching Littledata's optimisation missions you'll be able to quickly improve ecommerce performance. Do let us know how you get on! [subscribe] CartHook CartHook's app allows you to create a customisable one-page checkout, which helps to simplify the user experience and can improve conversion rates. It also allows you to upsell, by showing customers relevant products after they have completed their initial purchase. CartHook also provides you with the option of showing customers a final thank you page. You can also use the app to build custom funnels for each product. Neat. Littledata integrates seamlessly with CartHook's one page checkout so you can track every part of the ecommerce sales flow. Enquire This app allows you to show customers post-purchase surveys, to help gain valuable insight into what made them buy. You can ask customers all kinds of questions. The default is 'How did you hear about us?', but other questions can help you profile your customers, to gather feedback, testimonials, reviews, or to segment email lists. Use the survey data to refine your marketing efforts, in order to attract the right kind of buyers. Plus, I've heard through the grapevine that a Littledata - Enquire integration is coming soon. Stay tuned! Cross Sell As you might have already gathered, this is a comprehensive cross-selling app. Persuading customers to add more products to their cart is a proven way of increasing average order value. With Cross Sell, you simply hand-pick the products you want to attempt to cross-sell with each item. It comes with the “Smart Cart” feature which recommends cross-sells based on the last product that the user added to their cart. The app will also cover you when the ones you select are out of stock, by showing default products. Upsell Bundled Products Here's another app that does what it says on the tin. Use it to create product bundles. Bundling reduces cognitive load and can be incredibly persuasive, especially when discounts are on offer. This app allows you to package up related products so that customers can buy them with one click. You can create unlimited bundles with the same product, to test different ideas. Discounts can be applied as a set price or a percentage (we advise that you do both, but definitely the former). Countdown Cart This is a widely used countdown app, which has been very well rated. It lets you choose from a wide range of themes to suit your store. The app is free, lightweight and installs very quickly. Features include a classic countdown timer, which puts pressure on the shopper to purchase before the clock hits zero. It also makes use of real-time social proof by show shoppers how many people are viewing items, and how many times something has been sold. This can increase the motivation to buy. Enforcing principles of scarcity can lead to an uplift in conversion rates and AOV. Discounted Pricing You can generate more sales by offering discounted pricing at different thresholds. This app allows you to offer shoppers volume discounts, which is a proven technique to increase order values. Show shoppers how bulk buying becomes more cost efficient, and they might just add more items to their cart to qualify for the bigger discounts. The app allows these discount tables to be visible on all devices, and is quick to set up. AfterShip Returns Center Reduce friction between your shoppers and your store by allowing free returns. This helps to encourage higher spending by creating a ‘risk-free’ purchase experience. With the app, customers are able to submit return requests in a few clicks. The best thing is that you don't necessarily need to lose the spend, as you have the option of adding credits to a customer's account (as well as issuing a refund back to their bank account). Wishlist Plus Wishlist Plus allows users to add products to a wishlist without needing to be logged in. It also syncs wishlists across devices. These features help to remove purchase barriers, and when checking out a shopper may be tempted to add products that are sitting in their wishlist, which will increase order value. The app has gained a 4.9 rating on the Shopify App store, and the reviews reference the "excellent customer service" provided by the developers. Rewardify Rewardify allows you to add credit to your customer’s account when they complete certain tasks such as meeting a minimum spend, selecting a specific shipping option or buying certain items. All great ways to increase AOV. Gift Cards, Loyalty & Rewards You can use this app to offer deals such as a free $10 gift card with the purchase of a $100 gift card, or selling $100 cards for $85. Show these kinds of offers to the right people at the right time and you might just increase AOV. The app also allows you to send gift cards to other people, and to use store credit as an upsell tool. Product Reviews Product Reviews is a simple app that provides a platform for social proof - a key psychological phenomenon to keep in mind when trying to increase AOV. It sends review scores to Google to enhance your listings, and you can also determine which reviews to show and hide. Gift Wrap Plus Many shoppers are happy to pay a few extra pounds to have their products gift-wrapped before they arrive. Installing this app allows you to offer that option, and it is one which can definitely increase your AOV. The app allows for extras such as gift messages, and lets you see your best performing gift-wrap styles. Ultimate Sales Boost Here's another app that focused on urgency and scarcity to boost conversion rates and average order value. It has plenty of features to help you improve merchandising, calls to action, and highlight social proof, such as low stock warnings and 'recently sold' alerts. The app is easy to use and configure, which helps to explain its 4.9 star rating. Smart Shipping Bar Use this to promote shipping offers via a bar at the top of the page, which updates as items are added to the cart. It will show customers when they qualify for free shipping. This is excellent for any store that offers free shipping when a minimum order amount has been reached, such as $50. And that's a proven way to increase AOV. Littledata Before optimising your store you must make sure that you have accurate data, in order to measure the results. We've found that almost nine out of ten Shopify stores have a broken analytics setup, so the chances are that you'll need to make some tweaks. https://www.youtube.com/watch?v=hE4nzZycVLE#action=share The Littledata Shopify app fixes your tracking automatically. It also provides benchmarks against over 12,000 ecommerce sites, so you can compare your own performance vs your peers, and includes a suite of AI-based reporting. What should you do with all that data? Littledata's new Missions feature recommends specific ideas to help you improve the crucial ecommerce metrics such as AOV, add to cart rate, product list CTR, checkout completion, and conversion rates. Missions provide step-by-step instructions for proven ways to optimise sales and conversions. Work your way through the missions and get ahead of the pack!
For every retail loser there's a retail winner
Today PwC's retail survey found the British high street is being reshaped as shoppers shift online - especially in fashion, where a net 100 high street stores closed. This misses the positive side of the story: all those shoppers are buying from independent UK brands online instead, which is one of the fastest growing area of the UK economy. We looked at 30 mid-sized online fashion retailers (with average sales of £1m per month) who get a majority of their traffic from the UK. This collection had grown their sales by an aggregate 21% from October 2017 to October 2018 (year on year). Fashion shoppers love to browse unique designs on Instagram and Pinterest, compare prices and get easy home deliveries. Independent ecommerce brands are bringing original designs to the British wardrobe, and we should celebrate their success. Behind the research Littledata gathers benchmark data from Google Analytics on over 12,000 websites, including many types of ecommerce businesses. Our customers get insights into their performance and recommendations on how to improve online conversion. [subscribe]
Introducing our new Facebook Ads connection
We're excited to announce a new Facebook Ads connection in the Littledata app! The integration automatically pulls ad costs and campaign data into Google Analytics, and the open beta release is free to try for all users. How do you know if you're getting the highest possible ROI on your Facebook Ads? For ecommerce sites, it's a difficult question. By their very nature, PPC platforms can provide only a limited amount of reporting, tied to their own network and performance data. Ecommerce sites need an outside view of marketing channels, and a way to connect that ad performance with shopping behaviour and product performance. But where should you start? You can trudge through Facebook's limited reporting, make endless spreadsheets and play guessing games. Or you can take advantage of the latest data tech for automated reporting and comparative attribution models. New Facebook connection We built a robust Facebook integration to automate everything so you can get back to business.Our goal is to show you the real ROI on your Facebook Ads. And to do so as painlessly as possible. It's an easy connection in the Littledata app, with numerous core benefits: Fix your campaign tracking Automatically pull ad cost data into Google Analytics Enterprise-level reporting on marketing channels and product performance Complete view of how your ad spend contributes to product and subscription revenue In addition to the automated reporting in your Littledata dashboard, which includes reports on social referrals, checkout funnels and recurring billing, this new Facebook connection gives you unlimited access to accurate Facebook campaign data directly in Google Analytics. Data geeks can drill down into PPC details and build models of their own as well. [subscribe] Fix your campaign tracking The Facebook Ads connection has its own succinct set of audit checks to make sure you're tracking things correctly. It's a natural extension of our popular analytics audit tool. Once you connect your Facebook Business account, the app automatically checks for accurate campaign tagging and ecommerce event tracking. Sites change and new campaigns are added or adjusted on a regular basis, so our app takes care of the busy work to monitor your campaigns and keep everything up to date. Focus on the most important metrics Littledata offers a range of AI-based reporting directly in the app, from dashboard visualisations to ecommerce benchmarks. The Facebook Ads connection extends your reporting capabilities to reveal essential metrics such as: Google Ads vs Facebook Ads conversion rates and revenue share Multi-channel attribution Top products sold from your Facebook Ads, including subscription products Landing page performance No need to wade through data in GA. With report packs, it's easy to get useful analysis with just a couple of clicks. Top report packs for Facebook Ads connection users include: Social traffic pack, with reports on social channel referrals from sites like Instagram, Pinterest, Twitter and Facebook, including untagged social traffic and top campaigns Ecommerce performance pack, with reports on average order value (AOV), days to transaction, sessions to transaction, and details like product subcategory performance A dedicated Facebook Ads pack, with reports on revenue contribution, Google vs Facebook PPC stats, landing page performance, multi-channel attribution and more! Not a Littledata user yet? Find the plan that's right for you, whether you're on Shopify, BigCommerce, Magento or any other platform. Every subscription plan includes at least two free report packs, and enterprise plans include custom tracking and reporting. Plus, integrations like ReCharge, CartHook and Shopify are included at no extra cost. Try the new Facebook Ads connection today and let us know what you think! We're confident that this powerful new integration will help you get a higher ROI on your ad spend, with more sales from your best types of customers.
Subscribe to Littledata news
Insights from the experts in ecommerce analytics
Get the Littledata analytics app
Complete picture of your ecommerce business. Free Google Analytics connection, audit and benchmarks.Sign up