There are many ways you can analyse your data within Openstage, but in this article we are going to look at the main Analytics tab which has 3 key sections; Engagement, Transactions & Fan statistics.
Engagement
The engagement tab is made up of 4 main metric overviews; Activity, Completed Signups, Links Clicks & Reads.
Activity - the number of fans who have been active with you via Openstage (come through a landing page, viewed your fan page, read an email etc).
Completed Signups - the number of fans who have completed the Welcome Step on any landing page. (Note, not all these fans will have the tag from the completed flow if they only completed the welcome step).
Link Clicks - the number of fans who have clicked a link (via landing page, fan page or in an email).
Reads - the number of fans who have read a broadcast.
What can we learn from these metrics?
Activity shows you who is active and who isn't. You can contact these fans separately, by rewarding the most engaged, and asking the less engaged what they want to see more of from you. This is presented in a month-by-month activity chart which you can correlate to your respective campaign landing pages and broadcasts etc.
Completed sign-ups show you which fans have completed a welcome step of any landing page. Are there significantly less fans with the end-step tag? Are your landing page flows too long? Perhaps look at them from a fan perspective, are you providing too much of a barrier to entry? Look at the individual landing page (navigate to stats in the landing page editor) and see the counts for each step in the flow and workout where fans dropped off.
Link clicks - this tells you who is actually viewing the content you're pointing fans towards. If it's one link in a landing page, and the incentive is there, chances are the clicks will be higher. If your broadcast has too many links, perhaps you're driving attention away from the focus link, and you may also be negatively affecting your domain sender reputation by including too many links. On a fan page, think about how many different content sections and links you want to include; the paradox of choice may mean a fan doesn't know where to look or what to click, so make sure you sign post what you want fans to be engaging with.
Reads - another important metric that tells you who is actually reading your content. Look for patterns by going into individual broadcast stats (click on the broadcast, and see stats on the right-hand side) and seeing what common elements of those broadcasts lead to more/less reads. Are your broadcasts that are slightly wordier getting less reads? Perhaps broadcasts with less text and more pictures or .gifs, or links to landing pages for incentive driven campaigns are drawing more attention. Look at A/B testing subject headers, and use different copy in your re-targets to those who didn't open the initial broadcast.
TOP TIP: A great way to gather more data from your fans is by linking to landing page flows in your mailers. Want to know where you should play? Get fans to fill in their answers in a poll on a landing page. Want to giveaway some merch? Get fans to add their shipping details in a flow and then pick a winner from those who completed that landing page journey. In both cases you're either delivering a show or some free merch which is value to fans, and in return you're gaining more valuable data.
Transactions
In the transactions section of the analytics tab, you'll see any historical transactional data you've imported, plus the latest transactional data from any integrations you've set up in the e-commerce settings i.e. Shopify, Merchtabe or Ochre. (See here for
e-commerce integration setup).
What can we learn from these metrics?
Here, you'll be able to see any transactional trends month on month; whether that be a particular item that's selling well or not well enough; or if there is a boost in sales after a specific broadcast/landing page/socials activation or interaction from your fans.
You can offer specific merch products just for your most loyal fans, and then see who from that audience has gone on to purchase. You can also offer certain product lines to different audiences based on metrics such as transaction spend and offer incentives such as discount codes.
Your fan page acts as your shop front, so make sure to include new physical releases and merch lines there. When contacting fans about these though, be sure to be providing value alongside sales mailers. The ideal ratio would be: for every 3 minimum real value-driven broadcasts, then include 1 sales-driven message. Another way to think of that would be 3 value (give): 1 sales (ask). It's all about building trust with your fans by giving value before asking them to invest in you. Value you're giving can include incentives or exclusive content, and the value you receive in return is a deeper connection with fans which in turn builds a richer data set.
Fan Statistics
There are 3 key metrics here in the fan statistics overview. They are; New Fans, Page Stats & Email Conversions.
These metrics tell you how many new fans you've gained over a particular time period; the overall combined stats of all of your pages; and emails sent/read.
What can we learn from these metrics?
New Fans - look for peaks and troughs - was there an influx of new fans after a show where you had QR codes to signup on screens/at the merch table? Do any dips in fan signups correlate with periods of less engagement from you?
Page Stats - this overview will show you as a whole, how your pages have performed. Look at any key dates where you launched campaigns with a landing page - which performed better than others and why? What was the incentive or was it a fan upload campaign?
Email Conversions - Here you can see how many of your emails were sent and then read. Use these to see what's a common thread in your most/least read emails. Is less text and more visual references better? Do you have too many links? As mentioned earlier, too many links could mean fans don't know where to click, so have a think about your focus point of the broadcast. Use this graph to track your average conversion rate and see where you are performing best.
Results 📊
Use these metrics to inform how you operate your fan engagement going forward. Look for trends and what performs better with your various audiences. These analytics will allow you to engage with your fans in the most effective way.
For a deeper dive, look into specific landing page & broadcast stats by going direct to those sections in your account.