How Yay’s Snacks uses Zigpoll to build comprehensive attribution (without the price tag)
Yay’s Snacks is a creator snack brand led by YouTuber Marlin Chan (3.3M subs), Ben Gordon (CTO/CFO) and Rachel Cheng (COO). The brand sells crispy beef jerky inspired by a traditional recipe from Marlin’s grandmother.
We had a chance to talk to Ben to learn how their he uses Zigpoll to:
- Collect and feed survey response data into their self-built attribution model, replacing expensive SaaS like Triple Whale
- Use attribution data to be smarter about Klaviyo flows
- Run exit-intent surveys discover conversion issues such as flavors uncertainty.
“If you're a small team trying to punch above your weight with attribution, Zigpoll is the move.”
Why Yay Snacks chose Zigpoll
A cost-effective replacement for pricier attribution tools
“It’s 10% of the cost… and basically gives you 100% of what Triple Whale does.”
Lightweight and developer-friendly
“I was going to program [Zigpoll] myself… it’s not that complex… But it was really lightweight, really easy to use, it was really power user oriented, which I liked about it.”
Create a cheaper alternative to Triple Whale by building in-house
Social media is at the heart of their brand, but Ben quickly saw that TikTok and Facebook reporting weren’t always accurate.
“There were cases where Facebook ads said it was crushing it. But Zigpoll would say the customer came from word of mouth or from an organic video we posted days before.”
Meanwhile, attribution solutions like Triple Whale were more expensive than they needed to be, costing $500+ a month for the functionality he was looking for.
“We were evaluating Triple Whale, but all it really is... is a post-purchase survey connected to a tracking pixel. That’s not hard to build.”
Here’s an overview of the attribution system he built:
Segmenting by attribution source leads to smarter customer re-engagement in Klaviyo
Ben highlighted that channel of acquisition is an important variable in building segments and triggering flows in Klaviyo:
“Once I know how someone found us, I can track their lifetime value and decide how to re-engage. Facebook customers might need steeper discounts to return. Organic customers are more loyal.”
He pairs the channel of acquisition with other data points like email engagement and days since last order to determine when he should send out more marketing emails.
“We don’t have infinite resources. Every discount we give, every email we send, it has to be smart. Zigpoll helps us be smart.”
Exit intent surveys discovered conversion killers
Exit intent surveys asking “What kept you from buying today?” revealed that pricing and flavor confusion were the two biggest barriers to conversion.
The pricing objection was expected, as Yay’s is a premium product, but the confusion around flavours was surprising and actionable:
“People weren’t buying because they didn’t know what flavor to get. So we made content explaining the differences and it actually improved performance.”
