jetfuel.agency

Have you ever stared at a bunch of numbers and struggled to pull out great insights and next steps? You're in luck - I have 6 techniques that you can swipe to help fuel your next data deep dive. This is part two from yesterday's post. 1) Date Comparisons This is probably the number technique in our tool belt - we would compare two clean date ranges (keeping in mind the # of days and the days of the week) and look for sudden drops or rises in key metrics. Perhaps Add to Cart % dropped by 20% period over period - we would then dig in to see why with the techniques below. 2) Break It Down by Another Dimension Take your data set and break it down by another layer. For example, in GA4 this would be known as a secondary dimension. We might want to see the composition of traffic during the poor Add to Cart period, and see if the traffic mix changed. Perhaps we tried a brand new acquisition channel or campaign and it didn't work out well due to the lower quality of traffic, or a new series of creatives missed the mark. 3) Rank Things (especially by Contribution) Export your data and add contribution %s, and identify any shifts that you can see. If your performance suddenly changed, perhaps a channel that has historically contributed 21% of revenue (and was rank #2) suddenly dropped to 9% of revenue and is now rank #5. This would be worthy of further investigation. 4) Add a Filter or Segment Layer Adding a segment on top of your data can sometimes reveal surprising trends. One of our favorites is analyzing your "whales" segment (credit to Drew Sanocki for the term) against your "normal" segments and seeing how their behavior differs/changes over time. 5) Correlate Things Laying trends on top of each other can reveal surprising insights. One example is that we laid down shipping speed on top of customer repeat purchase rate %, and there were clear breakpoints where customers were more apt to repurchase as shipping speed increased. 6) Hunt for Anomalies Look for data points that look weird - spikes, sudden troughs, swings in contribution and things outside of the statistical norm. One of our favorites is finding SKU landing pages that have an unusually high add to cart % or index value, but are not getting any traffic. They have potential to be a significant contributor to your revenue if a concerted effort is made to send more traffic there. I would love to hear any other suggestions on great insight hunting techniques!

In sports you sometimes hear that the "best ability is availability." In that spirit we built a Slack bot that does a daily scan of SKUs on Shopify and gives us an alert when a SKU goes out of stock, when it goes in stock and how long it has been out of stock. This gives our team the agility to quickly turn off media spend and make campaign adjustments, and also gives them a log to do post campaign analysis in case stock issues were a factor.

One of my used websites is by a little known company called Cosmic Shovel, Inc. It's called CamelCamelCamel. It helps to eliminate one of the biggest barriers to purchasing something online: buying remorse. It trends prices of items over a long period of time so you can see if you're buying near its historical low or high. If we're ever stuck as marketers or e-commerce operators, it's a good idea to think about addressing the basic FUDs: - Fear - Uncertainty - Doubt Assuaging any of these on your site, through your campaigns or through your messaging is a tried and true method to get customers to convert at higher rates. Examples how to counteract each: Fear: 1) Clearly outline price matching guarantees (if applicable), so customers aren't nervous about the price dropping in the future. also badging stating "this is the lowest price possible" or something similar also helps 2) Have the complete price or shipping fee policy outlined upfront if you can, as customers have a strong aversions to negative surprises at the cart level 3) Have a strong return or refund policy in case they don't like the product 4) State any guarantees or support that come with the product. phrases such as "lifetime support" go a long way with customers! 5) Ensure that your cart areas (the most sensitive page since payment information is entered here) follow best practices such as SSL language and money back guarantees to help address any lingering fears Uncertainty: 1) Nobody wants to be the first person to try a SKU or a brand, so social proof such as testimonials, endorsements, UGC from social media, product reviews, praise from the press, etc. help customers feel like they are part of a collective that tried this product before 2) Certifications, officially tested specs, lab tests, etc help to prove the efficacy / claims of your product 3) Make sure your desired, main action is very clear. if there's any confusion on how to proceed, customers will exit. one underlooked area are error msgs - if someone mistypes something or forgets a field, is it clear what they have to do to fix it? Doubts: 1) If you're relatively unknown, showing that you're a "real" company with # of orders/customers served, Google Merchant Center reviews, team and HQ information, etc. can help address any doubts here 2) Live chat & FAQs: these two options can help raise conversion rates by answering common customer questions, worries and concerns 3) Derisk "trial" - customers often want to try one small purchase before committing to the brand long term. make it easy for them with free shipping on the SKU that does the best job introducing someone to the brand, a new customer acquisition offer or a "try before you buy" option ("if you don't like it, return it for a full refund") I would love to hear other creative ways to address common FUDs!