This video explains how PPS work, why you should use them and how you can integrate them into your Klar attribution.
We also hosted a community workshop together with Jeremiah, the CEO of KnoCommerce (PPS tool) on how to maximize your customer insights through asking the right questions in Post-Purchase-Surveys. You'll find a part out of it below and the link to the full recording (from March 2024).
What are Post Purchase Surveys (PPS)?
Asking your customers on the checkout page "How did you hear about us?"
Individual answers might not be 100% reliable, but the trend is very accurate
Klar customers get API access feature with KnoCommerce even when using the free plan
Why should you use PPS?
Shows the media spend that doesn't generate a click
Only way to get an understanding of how much of your new customer acquisition is being driven by word of mouth. Not every order should be allocated in push channels.
Tells you what the perceived most important touchpoint for the customer was
PPS Best Practices
Ask first time customers "How did you hear about us" to power attribution
Have a 1-to-1 relationship from PPS answers to channels
Ask follow-up questions to clarify if necessary
How did you hear about us: Instagram
Where on Instagram: in an ad / from an influencer
Include word of mouth as an answer option
Ask repeat customers: Why did you buy from us again?
How to connect & integrate PPS into Klar
Connect Fairing or KnoCommerce as a new datasource in the store configurator
If you use any other solution, you can still integrate the answers adding the "Custom Post Purchase Survey" sheet as data source and fill it
Include it into your channel setup saying "Question contains abc" & Answer contains "Answer x"
Matching follow-up questions: The Referring questions contains "How did you hear about us" AND the referring question contains "instagram"
PPS alone is not good enough!
PPS assigns the entire value to one touchpoint but that does not mean that they are the only touchpoint that mattered
How PPS impacts Attribution
Boosting existing touchpoints in the data-driven model
Injecting first-touch touchpoints if channels does not exist in the journey
Reallocating branded traffic to actual channels like word of mouth where the demand was generated
Workshop on PPS
Here you'll find a snippet of our eCom Unity x KnoCommerce Workshop: How To Maximize Your Customer Insights Through Post-Purchase-Surveys together with Jeremiah Prummer, the CEO of KnoCommerce. (Full recording available here)
This part is about how to ask the right questions and integrate them properly into your attribution for actionable output: