It is important to learn from your benchmarking data and make necessary adjustments to grow your business. For performance indicators that rank as poor or fair, dig deeper into why that is the case and try out the various best practices for improvement listed in each of the sections below.
Improving Your Results
The Overview page gives you a high-level overview of your business and allows you to see which areas you excel in and where you need to improve. Take this as an opportunity to expand upon what is working and change up areas where you may be struggling. In the other pages within the benchmarks tab, you can narrow your focus to get an in-depth view of where you stack up to other companies.
Take note here of your top-performing metrics and build upon those. Meanwhile, for low performing metrics, try to mimic what is working among your more successful performance indicators. For inspiration, head to our guide to our KPI decrease troubleshooting guide or dig deeper into feature-specific solutions in the following sections.
In the Business Performance page, you can analyze the following performance indicators: Average Cart Size, Average Order Count, Average Order Value, and % of Orders Returned. If your average cart size or order count are low (i.e. ranking as poor or fair), consider how you can encourage shoppers to make additional purchases or come up with creative solutions so customers load up their cart further. A good option for this is a cross-sell segment. You can see who has purchased or added a specific item to their cart, and then target those customers with offers or ads pertaining to a similar item that they may likewise be interested in. In a product review or cross-sell flow you can encourage these related items in an automated process. Moreover, try out new promotions such as buy one, gift one deals or free shipping over a certain threshold.
Meanwhile, you can use average order value data to target high-value and low-value customers with content specific to their shopping habits. Include more information in newsletter campaigns and popups around higher value items and detail why the product is worth the extra cost. Highlight testimonials, reviews, or user-generated content (UGC). If you see a rise in returned orders, consider how you can edit the copy of the product description as there may be a misunderstanding that arises when customers seek out this product. Otherwise, check to see if there is an issue directly relating to the product or service that is causing this negative trend.
Your campaign performance indicators are split into two categories: deliverability and marketing. Your deliverability performance measures the success rate of your emails making it to inboxes; whereas, marketing performance measures how well your subscribers engage with your content.
Deliverability is a crucial component to maintaining a successful email marketing strategy. For general information on improving deliverability, head to Introduction to Email Deliverability.
If your deliverability metrics are lower than desired, look into each to see what could be causing this. For example, if your spam rate is high or open rate is low, consider who your audience is and what content resonates best. You may need to clean your list or build an engaged segment to send to. Otherwise, your email subject lines may be lacking a clear call-to-action (CTA) or the body content needs to be enhanced to capture your audience. Regardless of the performance indicator, it is crucial to find the root of the problem and make changes that will encourage conversions and expand your brand. Be sure to monitor your deliverability performance often to ensure that your emails hit the inbox and you remain in good standing among inbox providers. (e.g., Gmail, Yahoo, etc.).
If your marketing performance metrics are not performing as you want them to, look into what the root cause of this problem is and seek out what resonates well with your subscribers. Your copy should maintain a clear brand voice that is consistent across your email content as well as SMS, forms, ads, and website. For information around crafting a good email, head to our Guide to Email Design. Likewise, consider creating buying guides to help increase conversions for customers who may not know what product to look for but are interested in your brand.
If your flow metrics are not as high as you’d like them to be, go through your flows to ensure that each is performing as expected. Getting Started with Flows will walk you through each flow component to make sure you successfully use this tool to your advantage and, as with general email performance, seek out what best engages your audience. You can tailor flow content to match your audience’s behavior in several ways; for inspiration, consider the following:
- Split your flows based on the information you have collected about your audience
- Set appropriate time delays
- A/B test your flow messages to ensure that the content is optimized for your subscribers
Through comparing your performance to companies similar to your own, you can learn where and how to take action and fully own your growth over time.
Likewise, for each of the main flows listed in the flow performance tables, there are designated guides to walk you through best practices. Below are links to each of these resources: