Unique Add to Cart:
Normally we work with Add to Cart metrics, but this metric is so confusing (like all metrics) without some context around it. How many people are adding your products to cart?
The same way we compare visitors vs unique visitors, we must measure both Add to cart products and visitors who added to cart.
Pro-tip: See if you can detect those products that have a low “Add to cart index” but a high number of people are adding them.
These metrics are especially important if you have products with different price levels like mountain gear where a jacket might cost $200 and a headlight $40.
New Customers vs Recurring Customers:
Google Ads and Facebook Ads campaigns generally perform very well because they are generating more recurring customers than new. This happens simply because the Google and Facebook algorithms are focused on generating sales, but not focused on “new” sales.
Pro-tip: An easy workaround for this is to split your audiences in at least 2 groups: Already Customers vs All the others.
Most Valuable Customers:
While we need to sell to keep our business alive, not every sale is good. But once you start analyzing customer performance, you quickly see that you are investing a lot of effort in retaining customers that really are not profitable for our business.
Pro-tip: Segment your customers and create audiences based on the profitability of each of our customers.
- Customers who have bought the most expensive products.
- Customers who make frequent purchases.
- Or a mix of the two audiences
I really love this metric!
Pro-tip: Create an audience of your “new traffic” i.e. it is the first time that they visit our website. Here’s why:
- You will know how much new traffic is searching for your branded keywords. Is still your brand strong?
- You will know if your website is generating enough engagement.
These audiences build a game changing strategy for your business. Let’s imagine you know exactly if a segment of your audience is “Ready to Buy” and:
- Use the right message for each visitor based on their level of buyer intent. You are 100% relevant and stage specific.
- Use the best channel to reach them.
You shorten the customer journey, without giving them time to think about visiting your competitor.
I’m convinced that by applying these tips you can improve your campaign performance and have better control of your overall marketing campaigns. It works for me and it works for my clients!