To make the most of this guide, you’ll need a baseline understanding of key concepts like events, charts, and properties. If you are still learning about Heap (meaning those terms don’t mean anything to you), we recommend taking our Hello Heap course or reviewing our Setting Up Heap guide prior to jumping into this guide.
This guide will help you enrich your eComm data set to include item quantity information that can give you insight into high/low volume purchasers, which allows for proper customer segmentation and hyper-specific campaign targeting.
Step 1: Identify where on your website’s checkout process the item quantity field(s) are located and add Snapshots
The first step is to make sure the item quantity field is captured in Heap. If it is not already being autocaptured, you may need to create a Snapshot to capture this info. This Snapshot will likely be associated with a View Checkout Page event since order item totals are usually listed on the order summary page of a checkout flow.
You can also create Snapshots that captures the name of each individual item(s) in addition to the quantity, though for this guide, we’ll just be focusing on capturing and analyzing the quantity of items purchased.
For details on creating your snapshots, check out our Snapshots guide.
Note: Snapshots Are NOT Retroactive
Unlike Heap’s core autocapture technology, Snapshots are not retroactive. That means the Snapshot does not start collecting data until it’s been created. We recommend keeping this in mind, and setting up a Snapshot as soon as you know you’d like to start capturing this data.
Step 2: Identify high quantity and low quantity purchaser benchmarks
Once you have your item quantity field set up, you can analyze it!
To properly create targeted outreach campaigns based on quantity, you will first need to determine what constitutes as “high volume” and “low volume” customers to then use in analysis. To do this, you will need to identify the average checkout quantity.
Set up a usage over time chart to measure the average “purchase event” using the “item quantity” Snapshot as the property. Set the date range to over the past year grouped by the Entire range to get this average.
What does this tell you?
Knowing the average allows you to determine the high and low volume rates for your customers.
Watch for holiday spikes
Be mindful that holidays might spike the average for these events.
Step 3: Create appropriate Segments
Using the benchmark from Step 2, create a “high volume” purchaser segment and a “low volume” segment. For details on the importance of segments or how to make a segment, check out Segments overview.
Feel free to change the segment’s time range from “at any time” to a time-bounded window. If completing an order once with more items permanently changes the way you think about a user’s lifetime value, then it may make sense to define this segment as “at any time.”
However, if completing an order with many items, or submitting multiple orders has a time-limited effect on a user (e.g. may increase their likelihood to purchase within a month) then change the time range accordingly.
Step 4: Target your Segments!
Now that you have your segments in place, open up the Users & sessions view, and try filtering by users who are in certain segments, such as Low Volume Purchaser, High Volume Purchaser or any other relevant segments.
What does this tell you?
Exporting the results of this chart so that you can have a comprehensive list of all of the users who are in each segment.
Step 5: Interpret your results and take action
You now have a list of customers that purchase both an above average number of items and a below average number of items.
Share these lists with your Marketing team so they can send out campaigns to each customer segment.
- Launching a VIP membership campaign for high-volume purchasers
- Rewarding a high-volume purchaser with a special offer to thank them for their loyalty
- Launching a loyalty or program for high-volume purchasers
- Target low-volume purchasers with an incentive to entice them to increase their purchases
To personalize your customer’s experience, you need to properly segment them in order to correctly target users based on behavior and push them towards a successful conversion.
Use this guide to enrich your eComm data set and segment out your customers for personalization and specific marketing targeting.