Emmeline has seen an increase in online sales of the Sunny Bakes Breakfast Box over a 3 month period, with some customers ordering multiple times. She wants to know which digital channels people are finding out about the Breakfast Boxes and what made people order again. This will help her refine her content strategy. How could she find all this out? An image of Emmeline in front of one of the Sunny Bakes cafes handing a stack of boxes to a delivery cyclist, with another delivery cyclist waiting behind Select the 2 correct answers, then submit.

The strongest approach combines channel data with direct customer feedback. The Traffic acquisition report in Google Analytics shows where website visitors come from, including sources such as social media and search, so it helps identify how people first found the Breakfast Boxes. Google Help+1 Asking returning online customers for reviews or surveys helps explain what encouraged a second purchase, because analytics shows behaviour but not the customer’s reason in their own words. Google Forms can be used to create online surveys, send them to customers, and analyse responses, which makes it suitable for collecting that feedback from repeat online buyers