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It's going to get better, this whole thing is still very early. Two things we focus on at Klaviyo to make taking all the data you have more useful: 1. Come up with the questions first, then decide what data you need to answer them. It's so now easy to track every mouse movement of your users that a lot of people just track everything assuming they'll find something useful later. It doesn't usually work that way. More is not better, it's distracting. Even worse, people tend to pick the easiest things to track, which aren't the most useful. If you start from a question and backtrack, it might be more work, but you'll definitely get something useful out of it. Coming up with question isn't always easy. We're trying an experiment to help people with questions via an analytics/engagement "Cookbook" (http://www.klaviyo.com/cookbook). You pick a question, fill in the variables and then we tell you what to track to answer it. We're still fleshing it out, but that's one idea we've got. 2. Don't look at analytics only in retrospect, use them actively. People don't make most decision at a single point in time, it's about building enough momentum to catalyze action. Because of that, you can do a lot more if you have a way to communicate with them and can effectively leverage what you know to build that momentum. Someone doesn't sign up? When they come back, can you show them content based on what they didn't do last time (e.g. viewed pricing page, but not feature tour...highlight the feature tour). Someone signs up and doesn't get completely set up? Are you sending them an email with instructions tailored to where they stopped and why they might have stopped there. Related side note: I've gotten plenty of emails after signing up for something asking if I want "help." While it's a nice gesture, as more people send those emails, it gets old fast. Why can't you use what I've done so far to anticipate the questions I might have or give me reasons to get back on the horse? |