[MUSIC PLAYING] How well do you know your customers? When it comes to marketing your store and growing your customer base, you'll have a greater shot at success if you know exactly what your customers need and want. It's how you'll build meaningful relationships with them. The best way to learn everything you need to know about your customers is to study their behavior and identify buying trends. The right data can help you create a strategy to acquire new customers and design a buying experience that puts them first.
Let's discuss a few important metrics to gain customer insight. First up, behavioral metrics, also known as action-based metrics. When you measure customer behavior, there are a few data points to look at. Pay attention to the terms your customers search for that lead them to your store and take note of common themes, like what words are used most often, which terms lead to the highest volume of visitors.
Your findings will help you to create content that you can use for marketing purposes in the future. Notice the pages your customers visit each session and how often they visit before they actually make a purchase. And speaking of making a purchase, pay attention to the behaviors around purchasing as well, like what products are purchased together and which collections people buy from the most. Use average order value metrics to segment your email list.
Your big spenders, especially if they're repeat shoppers, would be great candidates for a VIP program, and folks that shop often but don't spend a lot are likely to be interested in sales and other deals. For both groups, you can deliver tailored messaging using email marketing campaigns. Audit how your customer service influences sales. If you notice that site visitors tend to contact customer service before completing a purchase, create an FAQ or highlight your stellar customer service in your marketing messaging.
Weaving customer insights into your strategy will help you tailor your customer buying experience. You have proof of what they need because of how they shop with you. Are we good on behavioral metrics? Cool. Let's move on to contextual metrics. Contextual metrics help you understand your customer on a deeper level. Think of behavioral data as the how part of the buying experience and contextual data as the where, when, and the who.
Some examples of contextual metrics are things like customer demographics, geographic location, device preferences, so whether your customers are shopping from their cell phones or from their desktops, which social media platforms customers use to interact with your brand, the time of day that they like to engage with your brand. When you combine behavioral and contextual metrics, you gain insights on what factors influence your customers, or the why.
For example, say you notice you get a greater volume of sales at a certain time of the day. You check your analytics and see a lot of your customers shop from a different time zone on a separate coast. You can use this information to plan your promotions and marketing communications to match up the times of day that the customers from different locations are active. Now that you have a grasp on what to measure, you're curious about the best avenues to find this data, right?
Glad you asked. There are a handful of ways to track and measure your customers' behavior. I'll share a few of my faves. Number one, Shopify Analytics. With the basic Shopify plan or higher, you have access to reports on the behavior of your customers, your store's visitor acquisition, as well as reports about the effectiveness of your marketing efforts.
You can use this data to tailor your marketing message to the groups of customers based on how they shop and behave. Number two, Google Analytics. One source of measurement is great, but you can gain so much more insight with two. Create your free Google Analytics account and tracking code, then enable Google Analytics in your Shopify online store preferences to get a different snapshot of the metrics you're already tracking within Shopify.
On top of the reports I already mentioned, you can create custom reports in Google Analytics and gain more insight about your visitors and audience interests. Number three, social media analytics. Look to your social media to see which post gained the most reach and engagement. Comments, likes, and shares are what we like to call social currency in the marketing land.
Knowing which post resulted in the most social currency can help you outline the best kind of content to drive your marketing strategy. When it's all said and done, your goal is to attract and sell products to the customers who love your stuff and really want to buy from you. When you combine behavioral and contextual data, you can map out a personalized digital experience that will resonate with your customers and encourage them to buy over and over again.
Check out the resources below to learn how to access the reports we mentioned in this video. Thanks for watching.