Attribution is a billion dollar marketing problem. When done right, you'll know where customers are coming from and be able to avoid wasting marketing money. The problem is that attribution is nowhere near perfect and it likely never will be. The more you spend, the better attribution you can get...
This week I've been filling up my writing Vault. My Vault is a collection of articles that I've pre-written that can be sent any day I'm busy, rushed, or out of it. Normally every article is written the day before so the Vault serves as a savings account or a...
Detecting when customers defect and go elsewhere can be more of an art than a science. For most Shopify stores, there isn't a cancellation that marks when a customer defects. They just stop showing up. That's why most defect detection relies on measuring how long it's been since their last...
Average Order Value (AOV) gets mentioned often in ecommerce metrics. Since it's just a single value, the strategies around improving it are pretty basic though. Often it's just "increase AOV by ..." with hundreds of tactics listed. You can build a different strategy with it though. One that's more adaptable...
With Black Friday approaching, have you thought about how you're going to treat your new customers? The time from when they place their order, until a few days after they receive their package are a critical time for their ongoing behavior. Handle that well and they might convert to a...
Focusing on your most profitable products is a solid merchandising strategy. Sell more of those products and you'll get to keep more money than selling other products. One hiccup though is that most profitability measurements only look at a time transaction at a time. They assume all transactions are created...
A lot of power comes from combining things. Peanut butter and jelly. Hot peppers and vinegar. Bart and Homer. That combining is what make RFM a powerful customer analysis model. By combining three different measurements it can cover a lot of different behavior while still being simple to understand. (Unlike...
A big part of Repeat Customer Insights is the metric comparisons and advice. One thing to be careful with is comparing or benchmarking your Average Order Values (AOV) to other stores or industry as a whole figures. If your store sells higher priced products, your AOV will be higher naturally....
Halloween. A night of spooky costumes and frights. But for Shopify stores, the next two months could be even more frightful. A(nother) holiday season with lots of uncertainty lurking in the shadows. This years problems: inflation, worker shortages, and (still) shipping and supply chain issues. These bigger issues aren't going...
A good rule of thumb with repeat customers is that they should be placing larger order over-time (Average Order Value increases). That would be a sign of growing trust and loyalty in your customer base. Some products might be durable with a consumable component (e.g. printer and ink). In those...
Each tip includes a way to improve your store: customer analysis, analytics, customer acquisition, CRO... plus plenty of puns and amazing alliterations.