“We were immediately able to tell them how they could save 35%”
Analysing and interpreting your data is important for any eCommerce business. “We’re seeing a lot of clients who come on board and have no visibility on their numbers” says Tim our Head Of Tech and Master Of Data. “They’re spending money on marketing, on Facebook ads and email campaigns, but they don’t know how anything is performing.”
“A client came on board that had spent £750,000 on Facebook ads in the last two years, and had nothing set up to measure whether those ads were a success or not. They had nothing to tell them where their website traffic was coming from. They’re spending all this money on ads and they couldn’t tell if those ads were generating any revenue.”
When they came on board as a Tshirtify partner, the first thing we did is perform an audit of their website and their marketing. We need to know how well these things are performing so we’ve got a baseline to measure against. “If you’ve got no way of measuring your traffic then how do you know if anything you’re doing is successful or not? Even if you’re generating a lot of revenue, how do do you know if that’s connected to your marketing?” Tim said.
At Tshirtify, Tim and our team want to know exactly how each advert is performing. Has it performed well? Has it been worth the money you’ve spent on it?
“Once we audited the client’s Facebook ads, we were immediately able to tell them how they could save 35% by not spending money on demographics that just weren’t applicable to their business.” That audit was the first thing we did and we were able to save the client a big chunk of money straight away.
“We find that an awful lot of clients, especially if they’re creative, don’t know how to handle the kind of data that marketing and ad campaigns rely on.” Tim explained. “They don’t know how to interpret what the data is telling them and so they turn their back and just keep spending money.”
You might think that as long as you’re making money everything is performing fine and you don’t need to analyse all that data. But what if you could spend LESS money and still generate the same amount of revenue?
“I like to dig into those numbers, that’s what I do. I like to get under the bonnet and work out how can we spend less and make more money? Because that’s the crux of it.”
Tshirtify partners can get monthly meetings with our team where we analyse the data from the last month and see if any changes need to be made. “We’ve got the data to back decision up. If we come to a client and say - this page or this advert isn’t working, it’s not converting visitors into sales and we think it’s because of this reason - we can then test out a change and compare the data.”
That month-to-month analysis and evaluation can really pay dividends in growing your business. “At the end of the day, the data will tell you whether things are working or not.”