Webinar: Masterclass With Brandon Amoroso Of Electriq
Brandon Amoroso of
Electriq has been a Fairing
power user from the start, and in this Masterclass he gives away some of
his best tactics.
He shares how he uses the data from Fairing’s post-purchase surveys for
attribution, personalization, Klaviyo
integration
and more. See highlights & recap below.
Key Takeaways
Four Core Fairing Use Cases
11:10
One of the most interesting things I've seen, a couple brands that we
work with is they take the responses from those research style
questions, they map it into a Klaviyo
segment
, pull out all the people who have spent like a thousand dollars or
more with the brand or have 10 orders or more, and then they actually
reach out to them to host like discovery questionnaires, 15 or 30 minute
phone calls with the customer. Not only does it get them more engaged,
but you get so much valuable feedback from a consumer when you're able
to connect with them in that way.
Question Stream
12:27
One of the easiest things that we do when onboarding a brand to Fairing
is leveraging the targeting of all, versus new, versus returning
customers.
And the reason why we do this is because for new customers, that
percentage that are coming back from order number one to order number
two is probably one of the most important, if not the most important
metric for a brand to hone in on. Every order from order number two, to
order number three, to order number four, there's gonna be drop off, but
the biggest drop off is always order number one to order number two, and
then it trickles down throughout the rest.
So if you can minimize the order number one to order number two drop
off, it's gonna make the entire rest of that trickle look better and be
able to improve significantly the LTV that you're getting out of your
customers on average. So we're asking very specific questions to those
new customers that directly feeds data into our post-purchase flows to
get them to come back for that second order.
Now, on the returning customer front, that's where we can really start
to dig into what are the aspects of this experience that made them come
back? What are the pain points that our product is address? Is there a
way that we can engage with these customers on a more one-to-one level?
And so that's how we like to use the new versus returning.
Analytics
15:12
At a high level, you can see what percentage of customers answered the
question a certain way. And so this can help inform so many aspects of
your business. But the way we like to leverage it is making business
decisions around like new product development, making business decisions
around channel spend.
So if you're seeing. A ton of traffic coming through podcasts with a
high AOV, then maybe that's an area that you wanna invest more in versus
Facebook where you're seeing a lower AOV and a lower total volume across
the board.
Next is total value, so just what's the total revenue amount from
customers who answer the question this way… And then the last part is
the extrapolation to a hundred percent.
So if you extrapolated those responses to be for a hundred percent of
your orders, then this is what the total revenue amount would look like.
And there is some issues with non-response bias. So work to get your
question completion rate above 50%, typically we see out of the box
brands hovering around 60 to 65. So you don't have to get creative here,
but if you are below 50%, you can start to think about how do you
incentivize it more.
And then one of the things I'll show in an upcoming slide here is
embedding the post-purchase survey into your Klaviyo post-purchase flow
for those who did not answer at checkout. And so that allows you to get
that percentage up a little bit higher too.
Integration Highlights
17:59
Where Electriq spends the bulk of its time is on the Klaviyo
integration. So one click all your question responses flow into the
Klaviyo profile activity feed and the custom property sections. And then
from there, there's two ways that we leverage it for the most part. One
is creating custom flows. So based off of those Question
Stream TM responses
that we covered earlier, you can create a segment of varying responders
that you want to target, and then have that trigger emails and texts
that go out to the customer.
And then the other part is send emails and texts to users who haven't
completed a survey. And that's the missing link I see a lot of times. A
brand will get set up with Fairing, they'll have it in their checkout
flow, but then it's not a part of their transactional post-purchase
experience or of the the post-purchase, come back and purchase from us,
replenishment flow.
And so that's one area that I see a lot of opportunity for brands to
take more advantage of.
Stories Of Fairing Use Cases
19:22
So the four main use cases, attribution as mentioned, analyze what
traffic sources are driving the most customers to your store, how
valuable they are, what's the AOV. This allows you to get smarter with
where you're spending your ad dollars.
The second use case that we leveraged at Electriq recently is for the
Black Friday, Cyber Monday holiday, changing a lot of our customers
survey questions to ask everybody right after checkout, “Was this
order a
gift?”
Because this set off two things. For one, we want to understand if the
person purchasing is the actual end consumer, … or if they're a gift
giver, because from there we're gonna trigger a flow specifically for
gift purchasers, “Hey, you bought this for X, Y, and Z. Why don't you
come back and treat yourself? Here's an additional something for sharing
our brand.”
And now moving forward we also know that they're a gift purchaser of
this brand. And so maybe we actually only reach out to them around this
gifting time period moving forward.
And then the second aspect is for the individual purchasers. We know
that we can bucket them into our more traditional post-purchase flows,
but we want to communicate with these two cohorts differently.
Question Bank For Inspiration
23:24
So you might be thinking about how do you actually get started with
extending beyond just the original and core use case of Fairing being
attribution. And one of the things that we like to leverage is the
Question
Bank .
So this provides you with a massive library. I believe there's over a
hundred now and they're all tagged based off of the four use cases of
Fairing around questions for you to start thinking about how you could
potentially leverage in your customer journey.
So this is a great place to start. It's now baked right within the app…
They're all very easily editable, like to your preferences, because
obviously your brand's gonna use like different language or different
terminology.
This is a great place to get started for those who are starting to
think about how they could aggregate a little bit more zero-party data,
what they want to do from a retention standpoint in their emailing SMS
flows. So would highly recommend that you take a look at this and start
to dig in here.