ECOMMPACT: Issue #9
Attribution window tips, low hanging fruit optimizations, GA4 insights, you don't need Gorgias yet, the old DTC is dead
🥑 Fresh Finds
The Marketer’s Playbook | Using Attribution Windows To Segment Audiences
1-day click attribution: This is best if you're running a promotion and want to unlock impulse purchasers quickly over a short period.
7-day click attribution: This is best for most other cases – foregoing impulse purchasers exclusively while opting for more data and quicker learning.
Cody Plofker | 5 Things To Do More Of In 2023
Low hanging fruit - I still see so many brands with a lot of low hanging fruit they can clean up:
Actually focus on and investing in providing a great customer experience
Influencer marketing
Make video content creation a core competency
Get really good at retaining customers
Optimize your website
Eli Weiss | DTC 2.0: From Arbitrage to Profit-ability
The game has changed - Brands will need to operate differently than they did in the DTC heyday:
First-order profitability will be a necessity (if it isn’t already)
Lots more brands will be focusing on wholesale, retail, & marketplaces (AMZN, Faire, etc.)
The only successful DTC-pure brands will need to have built-in owned audiences (e.g. celebrity founders) or sensational media-buying prowess + fantastic margins
Littledata | GA4: What Shopify stores should do TODAY to keep up with the new version of Google Analytics
Setup GA4 right now - Track in parallel, with UA, today so you will have at least six months of data before making the full switch to GA4. Google will not be allowing anybody to import historical data from UA into GA4.
Crossed Commerce | My 22 Lessons from 2022
Contribution margin > gross margin - Contribution margin is everything to an ecommerce business. If you don't fully understand yours, make it your #1 mission in January.
Limited Supply | S2 E7: Getting a Stripe Discount / How to Hire An Agency The Right Way / Membership Models
When hiring an agency - Look at who their clients are and make sure you’ll be priority. If they’re working with Nike you’re probably not going to get priority.
You don’t need Gorgias - Don’t waste money on Gorgias or Zendesk until you have more than 20 customer service emails a day. Save the money - you can handle it through G-mail at first.
Branded Google search - It’s worth paying for branded Google searches, especially when starting out. If you have a small brand and someone Googles your name, you want to show up. At first, it’s not a given that you’ll rank on the first page of a Google search result even for your own brand.
Discounts on cart page - It really will improve conversion rates by having to discount code on the cart page rather than just the checkout page.
Limited Supply | S2 E5: What Makes a Killer Landing Page / Twitter Q&A / Moiz’ Angry Brunch
Microsoft Clarity - Install the Microsoft clarity pixel so you can look at heat maps, scroll depth maps, and user recordings.
Limited Supply | S2 E4: Twitter R U OK? / Facebook Channeling 2015 Vibes / Hounding Down Route
More traffic for less - So how do you get more traffic for less spend? You have to create shit that gets shared on its own.
Quantcast Pixel - Use the Quantcast Pixel on your site to better understand the demographics of the visitors who come to your site. Quantcast is one of the bigger advertising networks for display and programmatic ads.
🐦 Thought-Provoking Tweets
📰 Notable News
Google Relaxes Ban on CBD Advertising - In January, Google will start running ads for some products made with CBD for the first time
Shopify announces Commerce Components - Commerce Components is the modern, composable stack for enterprise retail where retailers can take components of Shopify to integrate with their own systems
🧮 Sporadic Stats
30% - As much as 30% of your customers cancel their subscription due to a resolvable issue
🤙🏼 Amazing Apps
None this time - You already have too many apps, try deleting one and hiring a developer to replace that app with a built-in feature
💡Random Resources
Smart Theme - The only constantly-evolving Shopify theme
SVG Repo - Free SVG icons
GA4 Recommended events - Ecommerce specific events you should setup on your store
How to set up Google Analytics 4 - A simple, no-nonsense guide
Goody - Send the perfect business gift, even when you don’t know their shipping address
Obsidian Canvas - An infinite space to visualize and make sense of your ideas
💎 Stunning Sites
Consumerhaus - Nice hero section with scrolling products