Without a baseline, you are simply a rudderless boat floating in the water hoping to catch the right current in order to reach your destination. Baseline data is the anchor point for your decisions.
Once you have added GrowthPhysics Shopify App to your store, follow the instructions in our app to activate Segment so events generated by our app can be federated to downstream tools. We recommend Amplitude, a behavioral analytics platform to visualize the analysis of our events.
For direct to consumer operations, the main goal is for a user is to complete a purchase. The Main Funnel refers to the default purchase scenario. It assumes a user arrives on the home page, logically navigates the site, and completes a purchase. In Shopify, we map out the main funnel via seven (7) events in the following sequential order:
Log into your behavioral analytics service account. We will be using Amplitude. GrowthPhysics' events will appear under the same name irregardless which downstream service you use.
Your final view should resemble the image below.
The main funnel provides a baseline user experience that generates baseline metrics. The main funnel's key baseline metric is Conversion Rate.
Establishing baseline data model is a critical first step in executing a growth program. Too often marketers jump into execution without assessing the proper baseline user experience and metrics. Without a baseline, you are simply a rudderless boat floating in the water hoping to catch the right current in order to reach your destination.
Baseline data is the anchor point for your decisions. It is the data set you access and measure against to understand performance.
In our agency practice, we help our clients understand their baseline user experience, their baseline metrics, and decompose the main funnel conversion rate via first principles.
If you need help setting up your Segment or downstream behavioral analytics service, such as Amplitude or Mixpanel, feel free to reach out to us.
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I've led e-commerce operations, built growth teams, and scaled three consumer brands from seed to over $100M in revenues. My insights on growth stems from my experience as an investment banker, front end engineer, UI/UX designer, CxO, and investor. Growth is an exercise in navigating uncertainty through decisions. Hopefully my experience will help you make better decisions for your business.
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