There are many ways to analyse your data on Openstage. In this article we're going to look at the Analytics tab, which has 2 sections:
Engagement
Transactions
Analytics can be accessed via the menu on the left side of the window.
Engagement
The engagement tab is made up of 3 main metric overviews:
Completed Signups - the number of fans who have completed the Welcome Step on any landing page. Please note, not all of 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 (i.e. via landing page, fan page, or in an email).
Reads - the number of fans who have read a broadcast.
These overviews provide a broader look at these metrics. More detail can be found in the performance tab of landing pages and broadcasts.
What can we learn from these metrics?
Completed Sign-Ups
Completed Sign-ups shows you which fans have completed the welcome step of any landing page on Openstage.
Comparing the number of fans that have completed only the welcome step (signup) with fans that have completed the whole flow (view-thanks) of a given page is an excellent way to assess the effectiveness of your landing page flows.
If there is a significant drop off in fans at the Thank You Step, it may be that:
The flow is too long
You're sending fans to an external link before the Thank You Step
The CTA is too long or confusing
To see fan counts at each step of your landing pages, head to the performance tab of a given landing page and look at the graph.
Link Clicks
Link Clicks tells you which fans are viewing the content you're directing them toward.
The Link Clicks metric on broadcasts, landing pages and your Fanpage provides insight on how many fans are clicking each link you have provided.
It could be that the main link you were directing fans to isn't the top of that list and solving this could be vital for future campaigns.
This could be due to:
Too many links being provided
Links not signposted well enough
Weak or unclear CTA
Links in broadcasts
Conversely, it may be that you aren't providing enough fan interaction and the only link available to fans in your broadcasts is 'unsubscribe.'
To combat this, you could:
Provide a store link
Provide social links
Provide a 'not in X area, tell us where you are' button
Reads
Reads is an important metric that tells you who is reading your broadcasts.
You can find patterns by comparing individual broadcast stats and seeing what broadcast elements are common across your communications.
Low read numbers can be caused by:
Too much text in broadcasts
Content not relevant to chosen audience
Try:
Adding more images
Provide CTA in the Heading or Subject Line
🙌 Top Tip: Link to landing pages to gather more data!
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 gaining more valuable fan data in return.
Transactions
In the Transactions section of the analytics tab, you'll see an overview of transactional data that you've imported and from any integrations you've set up in the e-commerce settings (i.e. Shopify, Merchtabe, or Ochre).
Please see here for e-commerce integration setup.
Results 📊
Use these metrics to inform how you operate your fan engagement going forward. Look for trends and what performs best 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 directly to those sections in your account.