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.
CartHook integration for tracking one-page checkouts and upsells
We're excited to announce that Littledata now fully integrates with CartHook. The integration provides automatic tracking for sales from CartHook's one-page checkout and connects that data to marketing channels and shopper behaviour. Littledata -- CartHook integration is the easiest way to get accurate data and smart reporting to improve sales and marketing ROI. All you need is a Shopify store with CartHook Checkout installed (even for just one product) and a Google Analytics account! What is CartHook? CartHook makes it easy for Shopify stores to add customisable one-page checkouts and post purchase one-click upsells. Their intuitive funnel builder lets any store customise the checkout process to increase conversions and decrease abandonment. Features include: Customisable one-page checkout One-click post-purchase upsells, including for subscription products (works great with our ReCharge integration) Product Funnels allow you to send traffic to a pre-loaded checkout page from any landing page Native Shopify integration means no custom coding required! How it works Integrating CartHook with Littledata ensures that all sales activity is tracking correctly in Google Analytics. Littledata weaves together your Shopify and CartHook data and connects it with your marketing channels and campaigns. Why spend developer time on custom scripts and events when you can just activate the integration in a couple of minutes? Benefits of CartHook integration: Sales tracking - Get automatic tracking for sales from CartHook, seamlessly synced with sales made via standard Shopify checkout Marketing attribution - Connect marketing channels and campaigns with shopping cart activity and buyer behaviour Optimisation - Scale the smart way with Littledata's industry-leading optimisation tools, including a personalised dashboard, report packs, benchmarks and buyer personas It's all about accurate data. Littledata's script runs in the background, pulling from CartHook, Shopify, and any other source you've connected to your analytics. If you're an advanced Google Analytics user, you can dig into the improved data collection directly in GA. Read more about why CartHook customers should use Littledata. [subscribe] Setup guide For the Littledata -- CartHook integration to work, you need to have both apps installed for your Shopify store, then connect them by activating the integration. Install CartHook and Littledata Follow these steps to activate the integration Yes, it's that easy! Shopify Plus If you run a larger Shopify store on Shopify Plus, we're here to help you scale. Both Littledata and CartHook offer enterprise plans that include custom setup and a dedicated account manager. Larger stores looking for an enterprise plan or managed services are encouraged to sign up directly and then contact us for a free consultation. If you're a digital agency with multiple customers on Shopify using CartHook, even better! Check out our agency partner program for Shopify experts.
10 possible reasons Facebook disapproved your ads
It happens. Every now and then, Facebook disapproves ads when they violate the platform’s terms and conditions in some way. When this happens, you, of course, want to know exactly why so you can avoid ad disapproval going forward or make appropriate adjustments to a recently disapproved ad. It’s how we learn. Most ecommerce sites have a huge Facebook presence for both branding and sales. Whether you're selling directly through Facebook with BigCommerce and advertising for those products, or running FB ads for a Shopify plus store or any other kind of website, here are 10 possible reasons Facebook disapproved your ad. This article will describe each reason in detail to help you determine why Facebook rejected the proposed ad, and how you can avoid these issues going forward. Reason #1: A non-functioning landing page There’s nothing more frustrating than clicking on an ad only to be directed to a web page that doesn’t function. How annoying would it be if you can’t click on the “Contact Us” tab because the tab wasn’t linked to the right web page? How frustrating would it be if a video in the landing page wouldn’t play? If your ad leads users to a non-functioning landing page containing poor navigation or broken links, Facebook will disapprove your ad. To prevent a non-functioning landing page, you or your web developer should conduct a thorough examination of the landing page to ensure it’s easy to navigate and to ensure it contains no broken links. Reason #2: A landing page that doesn’t match the ad content More commonly known as clickbait, ads promoting content that doesn’t match the landing page violate Facebook’s advertising policies. Clickbait is deceptive, promising users one thing but then giving them something completely different and unexpected. Facebook is especially cracking down on clickbait ads in light of the Cambridge Analytica scandal and the prominence of “fake news.” To avoid disapproval because of clickbait, make sure your ad content accurately indicates what users will see on the landing page. If you're having trouble figuring out which ads to run, try creating user personas to understand your customers, then create and optimise ads based on those personas. Are you advertising to the right buyer personas? Reason #3: Inappropriate or offensive ad content Ads that contain profanity, sexual innuendo and discrimination are considered inappropriate or offensive and will be disapproved. Since the earliest age a user can join Facebook is 13, the network strives to foster a family friendly environment that everyone can enjoy. If your ad contains inappropriate or offensive content, consider altering the ad and the angle you want to take to deliver your message. Reason #4: Content encouraging illegal or unethical behavior Facebook is not the platform for you if your message involves promoting illegal or unethical behavior, for example, promoting spy and malware products. As previously mentioned, Facebook is focused on family friendly experiences. Ads that promote negative behaviors will be disapproved without a second thought. Reason #5: Third-party infringement Whether intentional or unintentional, sometimes ads infringe or violate a third-party’s copyright or trademark. If it does, and Facebook disapproves it as a result, you may only be required to make a slight alteration. For instance, if your ad contains a copyrighted photo, you may only need to change the photo. To avoid third-party infringement, create original content for all of your ads rather than taking, for example, an image for your ad from a stock-photo site. In addition to complying with Facebook’s policies, doing so will also make your ads unique to your brand. Reason #6: Misleading or false content Content that is false or misleading will not be tolerated, as it qualifies as “fake news.” It may be tempting to make claims about products or services that are untrue in order to build interest. But authenticity and truthfulness are essential for establishing trust and credibility with your customers. Make sure there is nothing in your ad’s text or creative that is misleading or false. For example, if your ad has the title “Kim Kardashian reveals her fitness secret,” but takes users to a landing page that only contains promotions for weight loss pills with no mention of Kim Kardashian or her fitness secret anywhere, this ad would be disapproved. Reason #7: Prohibited products or services Facebook’s Advertising Policies list all of the products or services it prohibits. Prohibited items and services include: • Surveillance equipment • Payday loans • Counterfeit documents • Tobacco • Unsafe supplements • Adult content, products, or services • Weapons • Marijuana If your business revolves around selling or promoting any products or services from this list, Facebook advertising is not for you. Reason #8: Low-quality or disruptive content If your ad contains slow loading pages, broken links, or poor grammar, Facebook will disapprove it. Yes, poor grammar is truly a reason for ad-rejection! Facebook has a standard it tries to maintain across the platform, and a big part of maintaining that standard includes putting out high-quality ads. To avoid submitting low-quality or disruptive ads, carefully review your content to make sure it looks polished and professional, as well as provides a seamless experience with no disruption. [subscribe] Reason #9: Disruptive animation that plays automatically Video ads that play automatically, taking away a user’s decision to click or not to click, are disruptive to the user experience. Soundless video ads that play automatically are acceptable if the quality is exceptional. But flashing animations or loud and obnoxious ads are not conducive to Facebook’s standards of quality and will be disapproved. Reason #10: Controversial content for commercial purposes This reason is especially important in light of the recent focus on misuse of the Facebook platform in political sectors. In one instance, Russian troll accounts distributed politically divisive ads, and in another, the Cambridge Analytica data firm deceptively collected information from over 80 million profiles to deliver manipulated messages during the 2016 US Presidential Election. In response, Facebook is not pulling any punches for controversial ad content. Ads highlighting issues like abortion or gun control for financial gain will be disapproved. What to do if your ad is disapproved Luckily, Facebook recognizes that no one is perfect and offers you two options if your ad is disapproved. Option 1: Edit your ad. Option 2: Appeal Facebook’s disapproval decision. There are three steps to Option 1: Step 1: Read the email your advertising account received when your ad was disapproved. Step 2: Edit your ad per the instructions in the email. For instance, you may be required to edit your ad’s text, images, or call-to-action. Step 3: Save your changes and resubmit your ad. If you choose option two, you can complete an Appeal a Decision form. By doing so, you’re requesting that Facebook review your ad once again to consider the possibility that a mistake was made in the decision to disapprove your ad. This option is appropriate if it isn’t entirely clear whether Facebook’s justification for disapproving your ad matches its Advertising Policies. Mistakes are an opportunity to learn. If your Facebook ad gets disapproved, simply use it as a growing experience and you will succeed. This is a guest post by Anna Hubbel, staff writer at AdvertertiseMint, a Facebook advertising company. Hubbel writes on various topics, including social media, digital advertising, and current events.
The World Cup guide to marketing attribution
It’s World Cup fever here at Littledata. Although two of the nationalities in our global team didn’t get through the qualifiers (US & Romania) we still have England and Russia to support in the next round. And I think the World Cup is a perfect time to explain how marketing attribution works through the medium of football. In football (or what our NYC office calls 'soccer'), scoring a goal is a team effort. Strikers put the ball in the net, but you need an incisive midfield pass to cut through the opposition, and a good move starts from the back row. ‘Route one’ goals scored from a direct punt up the pitch are rare; usually teams hit the goal from a string of passes to open up the opportunity. So imagine each touch of the ball is a marketing campaign on your site, and the goal is a visitor purchasing. You have to string a series of marketing ‘touches’ together to get the visitor in the back of the net. For most ecommerce sites it is 3 to 6 touches, but it may be more for high value items. Now imagine that each player is a different channel. The move may start with a good distribution from the Display Ads defender, then a little cut back from nimble Instagram in the middle. Facebook Ads does the running up the wing, but passes it back to Instagram for another pass out to the other wing for Email. Email takes a couple of touches and then crosses the ball inside for AdWords to score a goal – which spins if off the opposing defender (Direct). GOAL!!! In this neat marketing-football move all the players contribute, but who gets credit for the goal? Well that depends on the attribution model you are using. Marketing attribution as a series of football passes Last interaction This is a simplest model, but less informative for the marketing team. In this model the opposing defender Direct gets all the credit – even though he knew nothing about the end goal! Last non-direct click This is the attribution model used by Google Analytics (and other tools) by default. In this model, we attribute all of the goal to the last campaign which wasn’t a Direct (or session with unknown source). In the move above this is AdWords, who was the last marketing player to touch the ball. But AdWords is a greedy little striker, so do we want him to take all the credit for this team goal? First interaction You may be most interested in the campaign that first brought visitors to your website. In this model, Display ads would take all the credit as the first touch. Display often performs best when measured as first interaction (or first click), but then as a ‘defender’ it is unlikely to put the ball in the net on its own – you need striker campaigns as well. Time decay This model shares the goal between the different marketing players. It may seem weird that a player can have a fraction of a goal, but it makes it easy to sum up performance across lots of goals. The player who was closest to the goal gets the highest share, and then it decays as we go back in time from the goal. So AdWords would get 0.4, Email 0.5 (for the 2 touches before) and Instagram gets 0.1. [subscribe] Data-driven attribution This is a model available to Google Analytics 360 customers only. What the Data-driven model does is run through thousands of different goals scored and look at the contribution of each player to the move. So if the team was equally likely to score a goal without Facebook Ads run down the wing it will give Facebook less credit for the goal. By contrast, if very few goals get scored without that pass from Instagram in the midfield then Instagram gets more credit for the goal. This should be the fairest way to attribute campaigns, but the limitation is it only considers the last 4 touches before the goal. You may have marketing moves which are longer than 4 touches. Position based Finally you can define your own attribution weighting in Position Based model, based on which position the campaign was in before the goal. For example, you may want to give some weight to the first interaction and some to the last, but little to the campaigns in between. Still confused? Maybe you need a Littledata analytics expert to help build a suitable model for you. Or the advice of our automated coach known as the analytics audit. After all, every strategy could use a good audit to make sure it's complete and up-to-date. So go enjoy the football, and every time someone talks of that ‘great assist’ from the winger, think of how you can better track all the uncredited marketing campaigns helping convert customers on your site.
Introducing Littledata's agency partner program
We're excited to announce a new partner program for agencies! The pilot version was a huge success, so now we're opening up the program to any agency looking for a smarter ecommerce analytics solution. If you're using a BI dashboard and maybe some tools like Data Studio and Supermetrics, that's great, but you still need an advanced analytics solution like Littledata. Our app takes data science to the next level by actually fixing your customers' Google Analytics setups to ensure accurate tracking at every customer touch point. Then the app uses that data to automatically build smart, relevant reports. Additional benefits for partners include advanced setup with GTM and Facebook Pixel, custom reporting and analytics training. It's a win-win! If you're a digital agency with ecommerce clients, Littledata will make your job a whole lot easier. Ecommerce analytics for agencies Partnerships are at the centre of our business. At Shopify Unite this year, we announced the pilot phase of this new program that makes it easier for marketing agencies and ecommerce site developers to bring accurate analytics to their clients. But while Shopify is our most extensive integration, our agency partner program is designed for anyone working the ecommerce space, whether your clients are on Shopify Plus, Magento, Demandware, another platform or a custom build. As long as they're using Google Analytics to track marketing and shopping behaviour, Littledata will help you help them. Key benefits for agencies: Guarantee accurate data for your customers Save time by automating Google Analytics setup and reporting Automated reporting with proven results for ecommerce growth Custom views and dimensions in GA that you can use however you want Google-certified account managers to answer customer questions about analytics Easy access to client reports with our team members feature Analytics training for your team Complete ecommerce analytics suite: Scan and fix tracking issues with our industry-leading analytics audit tool Automate reporting with both pre-built report packs and custom reports for your client base Smart marketing tools, including buyer personas and Enhanced Ecommerce tracking for more effective AdWords retargeting Web and ecommerce benchmarks, plus an option for private benchmarks among your clients Subscription analytics for clients selling subscription boxes or offering subscription plans (we offer the only advanced Google Analytics integration for ReCharge stores) Easy integrations with apps like Refersion and Carthook How it works Our onboarding process for ecommerce agencies is very straightforward. It starts with a conversation where we can learn about each other's businesses. If it's a good match, we move on to sign a partnership agreement with clear terms for referrals and revenue share, then get you started with a test account for your first referral. The Littledata app creates a test property so that you - and your client, if you wish - can see how our tracking compares against the current Google Analytics setup. Once you go live with the new tracking, we work directly with your team to help you get the most out of the app's functionality, and begin to develop custom reports and private benchmarks, depending on what's most relevant to your agency business model. We also build a co-marketing plan with your team to help the partnership reach the right customers at the right time. And then - you got it - we grow together to take over the universe! Or at least we help growing ecommerce sites reach exponential levels of growth. (Read some customer stories.) Littledata's agency partner program is highly selective, but we do try to respond to all inquiries. So if you're looking for better ecommerce analytics for your clients, please do get in touch. [subscribe]
What we learned at Techsylvania 2018
Abandoned cart email tactics that actually work (with steps and examples)
The number one reason for shopping cart abandonment is that online shoppers are simply not ready to complete the purchase yet. That’s something marketers have little control over. However, there is one thing you can control: the smart use of abandoned cart email flows. The average rate for documented shopping cart abandonment in 2017 is as high as 69.23%. But adjusting for technical performance and improving the checkout funnel can increase conversions for 35.26%. That’s $260 Billion worth of recoverable profit with through check-out optimization and better follow-up emails! No ecommerce owner wants to face cart abandonment. The customer has been so close to making a purchase, yet for some reason, your chance for profit slipped through your fingers. Don't worry though, the loss isn't final yet, because with the help of sales recovery tactics using email marketing automation software, you can win your customers back. SaleCycle reports that around 31% clicked abandoned cart emails proceed to finish their purchases. The series of emails after cart abandonment is substantial because some clients leave their carts unintentionally. Reasons like site time-out, complicated check-out, or a website crash may have interrupted their purchase. Here are the top three email strategies to win back abandoned carts! 1. Set up the right abandoned cart email sequence The right email sequence triggered at just the right time makes a tremendous amount of difference. Marketo recommends a series of three emails scheduled as follows. I've included some actual email examples to help illustrate the points. Send the first email within an hour of cart abandonment You have to drive your clients to continue with the purchase before they leave their computers. The first email aims to address technical glitches. Don’t sound pushy, just aim to help the client just in case the abandonment is not intentional. Below is an example of a gentle reminder for the first email. Send the second email after one day This time, you have to create a sense of urgency. The cart abandonment email below by Grove informs the client that the cart will expire soon. You may also talk about fleeting discounts or stock availability. And send the final email after 48 hours This is your last chance to win your client back so give it your best shot. You can give incentives like free shipping, bonus items or an additional discount. Here's an example of a final abandoned shopping cart email that works extremely well. It comes from the ecommerce site for Aéropostale. 2. Use catchy, personable email copy Your success in re-directing your clients to the shopping cart starts at a smart subject line. It will dictate if your client clicks on your email. So, craft subject lines that drive receivers to click on. One example is this email subject line by Helm Boots: These will look great on you The words strike empathy and curiosity. It gives a sense of compliment which will compel the receiver to click on. Not so different from what a friend would tell you in real life while actually shopping in a store! Appeal to your clients through creative wordings and graphics. It helps to know your buyer personas so that your copy will be more fitting. Use words that your clients can easily relate too. Humor is also a great way to spice up your content. The email below by Chubbies is clever, cool, and compelling. The visuals and wordings charm their target customers who are carefree and adventurous. 3. Use multiple, eye-catching buttons and links The email above by Chubbies also aced this up. It has three active links that direct the client back to the cart. The title, the main image, and the CTA button at the end of the copy are all clickable. Notice also that all the clickable elements stand-out from the rest of the copy. This makes it easier for your client to notice and click on your CTAs. The button below is cleverly worded. It has a distinct color and size you can’t miss. The copy further explains which elements are clickable in a friendly way. The CTA button is already clear but the added explanation guides the clients on the next steps and avoids confusion. Conclusion: Even before you start these top three tactics to get your customers back, you need the data to know which of your customers have abandoned their carts. Data analytics and triggers do this for you. They provide the information as to whom and when abandoned carts happen. The first step in solving your marketing problems is to identify what the problems are. Data analytics and triggers help you identify these glitches so you’ll know what to do next. After you have accurate data about who’s abandoned their carts, set up an email marketing automation software to automatically send your email series through behavioral triggers like shopping cart abandonment. Then drill down into analytics about every ecommerce checkout step to see where you can improve. With the correct data, effective automation software, perfectly timed emails, topnotch copy, and striking CTAs, you can leverage your losses into profits. You can gain back a part of the $260 Billion worth of recoverable earnings - and start to increase your add-to-cart rate too! [subscribe] This is a guest post by Kimberly Maceda, a Content Writer for ActiveTrail. Kimberly writes for some top online marketing sites and blogging advice on email marketing and marketing automation. Activetrail is a leading provider of professional-grade email marketing and automation software for growing businesses.
Increase ecommerce conversion rates with segments in Google Analytics
Are you generating enough site traffic? Are there enough visitors each month that engage with your content and spend time on your site? Those are good things, but the important question is how you are doing with conversions, as that is where the magic happens! For many businesses, there will be slumps where conversions are not where you need them to be and increasing conversions is tougher than bringing in visitors. The reasons for not converting are many, which could include a poorly designed landing page or frustration with a slow page load time. Fortunately, the technical aspects of your site are somewhat clear cut and influence all users to the site. Either it loads quickly or it does not. It responds to mobile devices or does not. But there are principles that are about the groups visitors to a site. What do they search for and can you provide it? How are they different from each other? How are they similar? In short, you need smart segmentation if you want to continue to increase conversions. Here's a quick guide to using segments in Google Analytics. Segments vs personas In this post, we will build on some of the work you have hopefully done to create personas and highlight the value of segments when optimizing for conversions. Personas help you be empathetic to your customers. Visualizing a 35-year old professional female makes it easier to create the right message for her rather than general messages to all women. This is not about stereotypes. Personas help you hypothesize about similarities in how people behave. So how is that different from segments? There is confusion with segments versus personas and you want establish a definition for your team so you all work from the same framework. In the simplest terms, you segment your audience with existing data and create campaigns based on personas. Start with your segments. With Google Analytics, you can use segmentation to group people by identifying criteria such as location. Think of segments as the somewhat objective view of your audience based on raw data. (There is still some subjectivity when deciding the makeup of segments). Personas are very subjective - based more how a person thinks or feels. [subscribe] Get to know your audience with Google Analytics Google Analytics provides a lot of data that helps us understand our segments if we go beyond basic metrics, such as pageviews. Below are a few ways to learn more about your segments with the goal of increasing conversions and adding depth to your personas. Pages per Session: This is a basic metric in Google Analytics but you can go beyond scenarios, such as users visiting two pages compared to those visiting seven pages. Look at which pages they visited. Did they visit the intro offerings (probably a newcomer) or the help section (probably an existing customer)? Did they read the entire section about a topic (more methodical) or buy on the first visit (maybe more impulsive)? Note these are assumptions about motivations but you can develop hypotheses based on behavior. Content Grouping: Content grouping categorizes your site content based on rules created in the Admin section of your Google Analytics account. Once you have these rules, you can view content groups for different scenarios, such as where people are the journey, how they flow through content, how they came into your site (traffic source), and how much time they spent on there. For sites with thousands of pages, this makes it more manageable than viewing individual pages. You can analyze conversions on the categories of your site rather than a specific page. Cohort Analysis: Found in the Audience section of Google Analytics, this is used to examine the behavior and performance of groups of users related by common attributes. It allows you to view a group of visitors based on a shared acquisition date. If you have a drip campaign scheduled for May, you may want a Cohort Date Range of May 1 to May 7 to target people who first visited the site during that time period. You can learn if people who visited on a specific day were more inclined to visit again than other members of that group. User Login: Custom Variables can be fired when users login. That provides additional data for more advanced segments by identifying the behavior of different customer types. Site visitors self-segment when they log into the site to take an action. With Custom Variables, you can see how behavior is different for those who log-in versus those who do not. Bounce Rate: We all get hung up on this metric. People see a site bounce rate of 78% and begin to panic but you need to drill in to see if that matters. Do existing customers and regular visitors bounce from a blog post? That is expected. However, if new people regular bounce from the site, look at the landing pages. There could be a message mismatch with the source that sent them to a particular page. Affinity Segments: Use affinity and in-market segments in Google Analytics to help define your personas. They are broad classifications about users which may be helpful when layered on top of other characteristics. For example, you may discover segments that prefer one content grouping over another. Collect metrics that matter When there is a difference in the conversion rate and user journey among segments, it indicates your identified segments truly represent distinct types of users. Read that again because whether your segments make sense determines whether your data is any good. With the right segments, you can determine which groups to cultivate or which ones to not pursue with limited resources. For example, if one segmented group regularly buys add-ons for product, that might justify allocating more advertising dollars. With target segments identified, you can also look at which marketing effort attracted them to your site. Some of this is obvious. If users in their 30s never respond to a CTA on your site from Facebook, you may not want to pay for ads on that channel or even post to it regularly. So yes, we all care about who converts compared to those who do not. But remember there are stages leading up to a conversion and this Facebook audience could still have a role, so watch where in the process people drop off. And hopefully by now you realize that non-converters are more than just non-converters. View this by segment too to identity what non-converters may have in comment. As data comes in, additional segmenting can be done by on locations, time of conversion, brand search terms versus early stages searches. But do not collect data for the sake of collecting data. Although it is easy to do with the abundance of data available in Google Analytics, it does not guarantee a return for your efforts. Want to know more? Get in touch with Tina’s agency, 360 Internet Strategy, and follow her on LinkedIn.
My first design sprint
Littledata believes that happiness and productivity go hand-in-hand, but what does that look like in practice? In this post I'll share a bit about our workplace culture and most recent design sprint, from the perspective of me, our newest team member! Four years ago a new company emerged - Littledata. Fast forward to today and we have major ecommerce customers around the world, including Made.com, Figleaves and Age UK. Our consulting business has grown to develop a suite of ecommerce analytics technology that anybody can use - including an industry-leading analytics audit, automated reporting with Google Analytics and even a dedicated Shopify reporting app. And the team has continued to expand - Meet our great team here My story I joined Littledata two months ago, and it's already been an amazing journey. I was working as a marketing specialist at a Romanian company when a friend pinged me about the opportunity to work at Littledata. I was not looking for a job at the time but I was impressed about the innovative app they had created, so I knew I had to meet them. Initially, I applied for an open position listed on Littledata's careers page. Unfortunately, my background experience in that field was not so generous and I did not get the job. (True story!) But no worries there, as Littledata saw potential in my good attitude, proactive work ethic and willingness to learn. After some additional interviews and a test project, they gave me a chance and created a new position for me as a marketing assistant. This was a clear sign of an open-minded work culture that invests in its employees and focuses as much on potential as on experience. In short, I accepted the job and joined the European team. It was one of the best professional decisions I've ever made. Since I joined Littledata I've learned more in two months than in an entire year at other companies. My colleagues and supervisor took time and patience to teach me and guide me through skills that otherwise I couldn’t have learned by myself. Littledata is a data company - and Google Analytics isn’t easy stuff - but since we’re dedicated to making analytics as painless and as useful as possible to our customers, it’s an exciting and exhilarating place to work. There are new challenges and great successes every single day in the office. Besides the best mentorship I am receiving, my peers proved to be very fun and sociable. It’s a place where we do work as a TEAM, helping and supporting each other. The only competition we have is from our competitors. Moreover, the perks I got with the job with remote-working hours and annual offsites in a different countries, easily trump the perks of working at big corporations. I discovered that the fast evolution of Littledata is due to its employees. Littledata’s senior staff believes that true innovation comes from happy employees. (Want to see the data? There is statistical evidence that happiness and a positive workplace culture drive both productivity and profit.) By focusing on building a strong internal bond, offering excellent benefits and driving diversity, Littledata created a one-of-a-kind workplace environment. Things weren’t always easy tough. They’ve had their share of challenges. See how Littledata went through the challenges of developing a Shopify integration. [subscribe] Where do we work? As Littledata grew, the team expanded worldwide. Our offices are located in New York City, London and Cluj-Napoca (Romania), and we have employees and consultants in over 8 different cities. Here in Cluj, the workspace was recently renovated and each room is personalised after each employee’s personal mark. In this way, we all feel comfortable and productive at our workspace. Many times we don’t even use our office desks, preferring to work intently on our sofas and bean bag chairs, or outside in the hammocks. We might have a remote work culture, but we stay constantly connected. Our communication strategy includes Skype for official meetings and Google products (Calendar, Drive, etc) and Slack for fast chatting, collaborating and updating. To keep track of our projects we use Trello cards, where we split the team into different boards, depending on their department. We found that it’s the best way to connect all our team and not get lost in a messaging abyss despite the different time zones. My first design sprint In order to bring clarity in our roadmap and kickstart new features, we embrace the Design Sprint philosophy. A design sprint is a five-phase framework that helps answer business questions through a fast-paced prototyping and user testing. Understand (review background and user insights) Diverge (brainstorm what’s possible) Converge (rank solutions, pick one) Prototype (create a minimum viable concept) Test (validate with users) Basically, we pick a time and a place where we all gather up every three months and do some Sprint-Planning focused on a specific goal. The process helps to spark innovation and align team members under a shared vision. Through this hyper-focus, we can build better features and launch them faster. I recently joined a Design Sprint that took place in a beautiful villa on the island of Mallorca. In the first day I assisted at a short introduction from our organizer, followed-up by the schedule presentation of our 5 day sprint-design and reviews from my colleagues regarding the last Sprint. Afterwards, we separated into two groups, the product team and the marketing team. I joined the marketing team, and for the next 5 days we worked on new ways to promote Littledata by answering the needs and the common questions our customers have. After we all agreed on the most important topics to cover we split up into three teams of two people each. One team managed a new promotional video, the other took on the app’s features process and the last one worked on a customer onboarding process. I was in the app’s features team - check them out: Littledata’s features. The product team came up with a way to increase engagement in our Shopify app and started to develop an exciting new feature that we’ll be launching next quarter! On the 4th day the product team and the marketing team reunited, presented their work and ideas, and voted on each other’s ideas. The last working day was the prototype day where both teams tested their prototypes with real customers. This was an essential part of the Sprint and definitely worth doing if you’re thinking of running a Design Sprint yourself! The Sprint-Planning was also a great way for catching up with each other and spend quality time with all the team members. Our leisure time was spent in Spain, traveling and engaging in fun activities. Work hard, play hard! We even spotted one of our customer's products, Micro-scooters, in a shop window Palma's old city! Perks In my opinion, one of the biggest perks of working at Littledata is the remote-working hours. A flexible and personalized work schedule gives the employees the opportunity to balance work and personal life very efficiently. Besides, the company offers the benefit of working from home when needed. We can work from a coffee shop, a HubSpot, a park or wherever we feel like it. You can work from anywhere ... just make sure to have a good internet connection. Healthcare is also assured. No need to worry about this topic, because for employees in Romania, Littledata grants personal health insurance through our Groupama collaborators. Wellness is also supported by weekly fruit baskets, tea, coffee and other yummy snacks. Integrating all of these pieces together we create a comfy and positive environment for our employees. Workplace culture (PS we're hiring) Our growing team is opened in hiring new staff members who bring value and personality into Littledata. A strong professional background helpful, but a drive to learn is just as important - get involved and be proactive, we encourage learning in all of our activities. We look for people that are passionate, ambitious and always want to challenge themselves. Another criteria that we are fond of is respect. Our company has a strong policy in respecting its employees. As we are very diverse in culture, we coordinate to celebrate each person's holiday and major life event. And last but not least, we are fun folks. Be serious in your work but have a positive and cheerful attitude. And guess what? We are hiring! We have big plans building some awesome products. So come join us, either as an employee or as a collaborator, to create new features using the latest analytics technology. Check out our open positions here. We’d love to hear your opinion - what do you think a great workplace looks like? Leave a comment below and subscribe to our newsletter for the latest in everything analytics.
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