Ahh finally the perfect Monday gif 😅
In this newsletter, you’ll find: 👇
🔥 Leveling up your post-purchase surveys
📽 The anatomy of a successful YouTube video
🤑 Microsoft announces deal to buy Activision Blizzard
Read till the end to access exclusive DTC swag. 😎
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2021 was a trying year for DTC marketers. Sleepless nights, gallons of Comeeter coffee, and hours on analytics dashboards just to figure out where the customer came from.
Yes, I’m talking about marketing attribution, and it’s an absolute fiasco.
While there are a few ways to solve attribution, one of the easiest is to hook up post-purchase surveys 🎣
Post-purchase surveys are one or more questions shown to a customer immediately after they’ve bought a product or completed some other meaningful activity.
Besides marketing attribution, post-purchase surveys can come in handy with personalization and conversion optimization.
🕵️♀️ Solving marketing attribution
Jeremiah Prummer, Founder & CEO at KnoCommerce, a post-purchase survey platform, notes:
“The only way you can understand where a customer first found a brand is to ask them. Clicks and pixels can’t tell you with certainty because it’s extremely segmented, and with Apple’s latest updates, everything's chaotic.”
Post-purchase surveys are one of those modern tactics that can aid you in answering a simple question: “where’s my customer coming from?”
In other words, did they buy from an ad, a tweet, influencer content, or simply good ‘ol search? 🎯
You can use a tool like KnoCommerce or EnquireLabs and insert a question that pops up right after a customer purchases a product.
The question generally is: “How did you hear about us?” and the answer is one-choice, or if they choose “Other,” a field appears for them to enter the source.
Around 60% of customers who purchase respond to this survey.
Take this data, tally it with Google Analytics and other platform-specific measurement tools, and almost accurately attribute the conversion to the right channel.
🤝 Level up your personalization game
Post-purchase surveys also allow you to personalize your messages. Let’s look at two examples:
1) You run a dog accessories brand. When someone purchases for the first time, collect the pup’s name in a survey. Then, take that data, plug it into Klaviyo or Postscript, and start personalizing your emails and SMS.
For example, you can include the pup’s name instead of the customer’s like “Hello, Cooper’s Mom” 🐕
2) Attach a “who did you purchase for?” question at the end of a purchase. For example, if you know that a customer buys for others, put them on a flow focused on gifting, where you talk about gift cards and special holiday offers.
🏗 Fix your site’s conversion pitfalls
One way to figure out your store’s CRO woes is by asking customers. Post-purchase surveys make it easy to do this.
Ask your customers to rate their shopping experience on a scale of 1 to 10.
If they tap anywhere between 1 and 5, but they still purchased from you, you can ask, “what almost prevented you from buying?” Keep it open-ended.
You can collect some exciting data through those answers like:
Depending on your store’s niche, you’ll uncover hidden opportunities that you can use to fix your site’s conversion and the overall experience.
For most DTC brands, 50-80% of their customers purchase once and never again…
🍀 Luckily, Lexers’s Customer Data Platform can solve this one-time buyer problem!
Take Sur La Table, for example. By utilizing Lexer’s CDP and tapping into the strategic guidance of Lexer’s success team, Sur La Table was able to remedy their one-time buyer issue and drive repeat purchases.
Using data helped improve customer experiences by identifying high-performing products and services. 🛍
Discover how Sur La Table generated success using:
🕵️♀️ Uncover the full story of how Sur La Table used customer data to win their customers’ repeat purchases.
YouTube has billions of annual users and 70% purchase from a brand after seeing it on YouTube 🤯
So… how do you capture this audience?
Ryan McKenzie is the co-founder of eco-friendly DTC laundry detergent brand Tru Earth.
Here’s his high-performance YouTube ad formula:
Pattern Interrupt → Grab your viewer’s attention right away to stop them from clicking the skip button. Get them interested in what you’re about to say.
You only have 5 seconds before viewers can skip your ad, so make the most of it!
The Problem → Discuss the problem your product solves and inspire your viewer to seek a solution.
The Solution → Introduce your product as the solution to the previously mentioned problem.
The Call to Action → You need to directly and clearly ask your customer to purchase AND tell them where to click.
The CTA is probably the most overlooked component of a YouTube video! Tell the viewer what you want them to do!
For example:
Build Brand Awareness → Put your brand into the video early, and keep it there. This will build brand awareness, even if people click away after 5 seconds (or more).
Objections & Credibility → Bust objections by resolving common concerns establishing your brand’s credibility and authority.
Call to Action Round 2 → Again for the people in the back! Tell your viewer what to do. Ask for the purchase and show ‘em where to click.
The Outro → Make sure to leave the CTA on the screen during your outro to give your customer time to click.
Tip: Try bloopers from filming as your outro.
Test out Ryan’s strategy on your YouTube video creative and let us know the results!
Thanks to the Pilothouse team for the amazing YouTube insights! 🚀
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😩 Tragically, not all will succeed.
While some merchants fail to attain (much less retain) a significant subscriber count, others master their subscription experiences and unlock true subscription success!
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Don’t miss out on how Yankee Candle grew 343% in recurring revenue and how other leading retailers and innovative DTC merchants launched their subscription experiences and achieved stunning results.
🔎 Are you keeping pace with your competition? Get a free sales data reportfor your competitors from DTC Spy and find out.*
🤝 Shopify and China’s JD.com team up to capture cross-border sellers.
🤑 Microsoft announces deal to buy Activision Blizzard.
🤖 Industrial robotics company Exotec raises $335M to ‘improve supply chain resilience.
💰 Workplace management platform Envoy nabs $111M to power the hybrid workforce.
🔐 Canadian password manager 1Password valued at $6.8B in new funding round.
*Sponsored
🍪 How HighKey Raised Their AOV by 40% with Chief Digital Officer Ryan Rouse.
🍫 Muddy Bites CEO Jarod Steffes on Growing 1000% YOY By Delivering Delight and Mastering Memes.
🍽 The New Non-Profit Growth Model: Wellfare CEO Cole Riley on Food Security and $12 Million Economic Impact.
🤰 Paul Singh from Bump Health on Becoming a Distribution Company and the Road to $200B.
Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)
DTC Newsletter is written by Thomas Schreiber, Sadie Evans, Deb Mukherjee, and Rebecca Knight.
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