We just dropped one of our most important updates to our Audiences feature. If you’re not already familiar with Audiences, you can get the full breakdown on it here.
Otherwise, here’s the quickest of quick rundowns on Audiences, our top-performing retention tool for Shopify brands.
Basically, you can think of Audiences as your hub for nurturing customer relationships and improving customer loyalty. If there’s a specific group of customers you want to learn more about and market better to, you just have to use Audience filters to find those customers.
For example, let’s say you want to see customers who:
- Used your Black Friday 2022 discount code
- Have made 2+ purchases with your brand
- Purchased a certain product
- Live in a certain city
You can easily filter by discount code, number of purchases, products, and geographic location to find that specific pocket of customers. And that’s just scratching the surface of the layers of segmentation you can easily apply. You can find other overarching themes like an Audience of Top 10% of Customers, or really whatever Audience types you can dream up.
Now you can engage them with content that’s hyper-targeted and tailored to their interests and needs, or just use that info to know more about them. That Audiences page will show you the growth of that customer group over time to help you track how effective your marketing experiments are.
Now for the Update: Audience Traits!
On each Audiences dashboard, we’ve added Traits, which show you some highlights of that Audience’s behavior. Think of it this way, if the entire page is the full story of that Audience’s behavior, Audience Traits are the bullet points that help summarize some of the most interesting points that merchants want to know at a glance!
Audience Traits include:
- Top Product
- Top Discount Code
- Top City
- Top SKU
- Top Customer Tag
- Top Attributed Channel
- The UTM’s Source/Campaign that customers in this audience were acquired on
It’s a really quick way for you to see what different dimensions of your business are the most prevalent with a given Audience.
From there, if you want to dig deeper, you can click any Trait and see the Slice (aka special analysis) where that trait is discovered. For example, if you see your Top Product and want to know what other products performed well (in the 2nd, 3rd, 4th positions) then you can click that trait and see a full list of the Top Products Purchased by that Audience. Same goes for all the other traits.
Audience Traits is a super convenient feature for brands to see all the different elements that are resonating with their customer groups and leading to the best performance.
Using this you can compare the traits that a variety of your Audiences have together – do people in similar Audiences buy the same products or use the same discount code, or come from the same acquisition source? What is different? What is the same? Let’s capitalize on this!
If you’re using Peel and have created Audiences, you can hop in your account and see your Audience Traits now. If you’re not using Peel yet, but want to try building Audiences and discovering your Traits, you can get started with a free 7-day trial today!