Webinar: Masterclass With Brandon Amoroso Of Electriq
He shares how he uses the data from Fairing’s post-purchase surveys for attribution, personalization, Klaviyo integration and more. See highlights & recap below.
Four Core Fairing Use Cases
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.
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.
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.
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 StreamTM 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
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
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.