How Did Your Shopify Customers Hear About You?
December 15, 2017
2 years ago
A guest article by Leumas Digital team. They help store owners achieve their marketing objective, using the most effective approach possible.
A data driven marketing strategy
The best way to formulate a marketing strategy is by gathering data and insight about your customers, industry, competitors as well as data from your own Shopify store. Using this data will inform the best approach to take when planning your tactical activity and wider strategy. However, once you press go on the campaign after carefully considering all the channels and routes to the audience it doesn’t stop there.
You constantly need to challenge and refine your marketing efforts to ensure you’re getting maximum return. This means analysing the performance of your activity to see what is and isn’t working. The most obvious way of doing this is inserting tracking codes into your website and monitoring traffic and conversions rates.
There’s one very simple yet often overlooked method of tracking performance and that’s to simply ask the customer where they came from. This one simple question could potentially save you thousands in time and money and increase the performance of your marketing campaigns.
Find out how your customers heard about you on Shopify
It’s one of the most common questions a store owner will ask their customers. It’s a vitally important one as it gives the merchant an idea of which channels are driving business their way. It also highlights channels which are clearly not working.
Why wouldn’t I rely on my tracking codes to tell me this information?
Although tracking codes will provide accurate data, they will not always tell the full story. Let’s say you’re running Instagram adverts to your targeted audience. One of your customers might be at work on their phone and spot your ad. They decide to make a note of the website and look when they get home. Upon getting home they open their laptop and Google the name of the brand they saw. From there they make a purchase…
Google will tell you that’s an organic search conversion. However, that conversion should be apportioned to the social ad.
How does this insight help me?
Using the above example: Let’s say you’re spending most your marketing budget on social ads, yet all you can see are organic conversions. You’re likely to stop spending money on socials ads because (according to your tracking pixel) they are not converting and all your conversions are coming from organic traffic.
However, when those social ads are switched off the conversions are going to stop/slow down because you’ve closed that traffic source. Leaving you very confused!
If you were to be asking customers how they heard about you, they are very likely to tell you and this information will inform your decision not to switch those ads off. In fact, it could be used to increase spend as you know it’s having a positive effect on conversions.
Equally, if you’re spending a lot of money on offline media (flyers for example), unless you’re offering a discount code there’s no way to accurately track the performance of this activity. However, if some of your converting traffic tell you they saw a flyer and decided to buy it’s going to help you assess the ROI from that offline campaign.
The Grapevine app is ideal for merchants who want to find out and analyse this information. The app presents the information clearly in a simple graph and displays the best performing channels. The form is automatically dropped on the thank you page which prevents any interruption in the checkout process.
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Originally published at heycarson.com.
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