– Evaluating the success of a popup for ecommerce requires analyzing various metrics such as signup rate, cost per signup, and signup to conversion rate.
– Many marketers focus on increasing subscriber numbers without considering important factors like conversion rates and data trends.
– Proper evaluation of A/B tests requires analyzing all relevant data, and failing to do so can lead to skewed results.Evaluate the signup to conversion rate for your ecommerce popup and track variables such as signup rate by form, device, traffic source, and data combination to gain insights into customer behavior and improve marketing strategies.Here’s how to evaluate your popup’s success for ecommerce:
– Signup rate
– Signup rate by form
– Signup rate by device
– Signup rate by traffic source
– Cost per signup by campaign, adset, ad
– Signup rate by data combination
– Signup to conversion rate – THIS IS THE MOST IMPORTANT ONE
Here’s how people are currently evaluating their signup forms:
– Signup rate
Do you see the gap? We know the narratives – “Build your list!” “A/B test your popups!” “Get more subscribers!” “More subscribers = more sales!” However, all of these only hold true if you’re looking at the above criteria and paying attention to the subscription to conversion rate, which next to no one is. Most of the systems aren’t really set up to report on these things either, because if they did, you would be sad.
So you know those KPIs that you report in your weekly marketing meeting? You know the ones where you have to report on the increase in email list size or SMS list size and opt-in rate without any context on how many are converting, where they are coming from, what the cost to acquire them was, and what data trends you see in them? Yeah, those ones. Just the number/percentage and how it compared to last week, last month, etc. Seems kind of silly to just report on that one now after reading this, doesn’t it? I know, I used to have to report on it too, just like Facebook follower increases, Instagram follower increases, and all those other metrics that don’t matter anymore.
The problem is most marketers are still required to focus on these things rather than actually do data analytics and customer journey work. Honestly, most can’t.
If you or someone you know doesn’t understand this stuff, there’s help. Just DM us, or if you prefer to be anonymous, create a fake email and book a meeting with us.
All of these things are required to evaluate an A/B test. If you didn’t evaluate using all these things, you got skewed results.
So wait, the leading indicator that someone is interested in buying your product should be evaluated with a ton of data, but it’s actually not even being evaluated at all? Yup.
How big of a problem is this? 50% will never open your email – big problem. Only ~20% of people that subscribe will purchase – problem. You starting to see how big of a problem this is yet? In theory if someone is willing to signup for a discount, they are doing so with the thought they will make a purchase. Yet maybe only 20% of people do. How do you tell them apart? How do you know where people are coming from that make them more likely to purchase? How do you measure these things?This is where data and data modeling come into play. You can’t understand the impact of something unless you’re tracking the above variables. It’s just not possible. You have to go deeper. #ecommerce #marketing #strategy #datahttps://www.linkedin.com/in/jivanco