Data is your best friend when it comes to making strategic blogging decisions. Let’s dive into how you can leverage all the information available to you via ShopStyle Collective to inform your content strategy.
Give your audience what they want
You should be analyzing how your audience interacts with your links by toggling between clicks and orders. Look at orders data on your Analytics page to see what links are leading to closed sales. Look at your conversion rate by retailer (average the conversion rates from your links to each retailer). Take note of the brands and retailers your audience loves to shop and be sure to let them know when those sales are happening.
Look at when your audience is shopping
Use the graph to see when the order was placed and if there are any trends on days your audience likes to purchase. Remember you can toggle between custom date ranges. Take seasonality into account when analyzing data. If you sold a lot of swimsuits in July 2017, consider that in your upcoming summer content.
Analyze what price point performs best
You may notice that you get a lot of clicks on a certain link, but no orders are driven. Take note of the prices of the products that convert best for you to infer desired price points for your audience. Sometimes expensive items yield high clicks, but low sales.
Check commission rates
Retailer commission rates are displayed on the Stores page in your Collective account. We will also call out select retailers offering high CPA rates in the “Retailer and Brand Updates” section of the homepage. If you are linking to a product offered by multiple retailers, check which has the highest CPA rate and use that link to optimize for the highest return.
Calculate your Average Order Value
You can calculate AOV for a retailer by dividing the total commission you earned from that retailer by the estimated commission rate for that retailer. For example, if you’ve earned $10 from Nordstrom, they have a commission rate of up to 11%, so your AOV for Nordstrom is around $90. If your AOV for a retailer is high, this could mean your audience is purchasing more products per visit. Keep in mind the prices of the products that retailer carries.
Promote sales that are happening right now
Check the “Sales to Talk About” section on your Collective homepage for the most updated list of sales. We also send out a weekly sales email every Tuesday with a list of the current sales and retailers that are new to the Collective platform.
Check your tools and channels
Use the Tool Type chart to see which Collective tools are performing best for you. Do the same analysis using the Traffic Sources chart to see where your audience is interacting with your content the most. Use this to improve on your current content strategy by focusing on your strengths.
Image via: @house_of_o.u.r.s
xo
Emily
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