Understanding our customers has gotten a lot more complicated.
As our businesses moved online, customers got lost in an endless series of spreadsheets, data points, and graphs. We might have some basic understanding of what's going on but we have no idea who's doing it. We've lost track of who our customers are.
We don't REALLY know what they're looking for or which products will make them happy. Most of the time, we throw a bunch of traffic at our site and hope purchases come out the other end.
What if you knew exactly how people used your site to find products? Or what if you knew which customers come back to become repeat buyers and where those customers originally came from?
If you had a deeper understanding for what turns prospects into customers and what turns customers into repeat customers, you could persuade more people to purchase from you. You could also focus on the marketing campaigns that bring you the most valuable customers.
KISSmetrics gives you this by connecting all of your data back to your customers.
Regular analytics tools don't tell us who our repeat customers are.
They show which traffic sources lead to sales but all our customers get mixed in together. It's impossible to see where brand new customers come from and which ones turn into repeat buyers.
Here's the thing: customer analytics ties all your data back to a real person. So you'll know exactly how many purchases each person makes. And it doesn't matter how long it takes for the next purchase. Even if months or years go by between purchases, all the data gets tied to the same person.
You'll also be able to see the very first touch-point of each customer. Not only will you see who your best customers are, you'll know where they come from so you can get more of them.
This gives you metrics like:
- The total revenue you've received from each traffic source.
- The average revenue of customers from that traffic source.
- The total value you can expect to receive in the long term (we call this lifetime value)
Breaking your revenue down by traffic source is just the first step. You'll also be able to see how revenue differs across search terms, marketing campaigns, product types, and any other data you're collecting on your customers. Simply go to your revenue report, pick how you want to group your revenue, and run the report. It takes less than 1 minute to see where your revenue is coming from--even for hard-to-track channels like social media.
Either we drop a pretty penny driving traffic each month with AdWords, Facebook, and the other ad networks or we sink countless hours into SEO, content, and social media in the hope that it brings valuable traffic back to us.
We need to make the most of that traffic. By getting more customers from the same amount of traffic, all of our marketing becomes much more profitable. That's why we all focus so heavily on conversion rates. High conversion rates means more customers without having to get more traffic.
But how do we consistently increase conversion rates?
First, KISSmetrics shows you the exact order of every event each individual did on your site. You'll be able to search for a group of users (like everyone that came from Facebook and purchased), pull up the customer profiles for each person, and see every action they took on your site. This shows you how real people use your site to find products that they want.
To see how groups of people move through your site, build a KISSmetrics funnel and track each step of your customer acquisition. It doesn't matter if people leave your site between steps, come back weeks latter, or bounce around your funnel. Since you'll be tracking people, KISSmetrics tells you who moved to the next step and who didn't.
Unlike other funnels, there aren't any limits on what you can track. Pick any events that you have data on and we'll tell you how many people go through each step even for historical data.
For a detailed breakdown of your conversion rates, segment your funnel by any data that you have on your customers. You can compare conversion rates across:
- Traffic sources
- Search terms
- Marketing campaigns
- A/B tests
- Product types
And since KISSmetrics tracks real people on your site, your conversion data is as accurate as possible. You won't need to worry about the difference between visitors, sessions, and visits. All of your conversion rates will be based on the number of people that complete your goal.
Install the tracking code
- Every visit to your site.
- Which domains send your traffic.
- The search terms and engines that people use.
- Ad campaigns using UTM parameters.
This code is also the backbone that gets everything else to work.
Send us the exact data you want
Every site and web app is unique, you'll want to be tracking things like:
- Customer logins and signups.
- Features of your web app.
- Revenue from subscriptions.
- Plan upgrades and downgrades.
And you have a couple options for how to do it:
Want to see how your data looks in KISSmetrics?
Take KISSmetrics for a test run with our 14-day free trial. We'd love to show you what KISSmetrics can do.