Pura Vida

The Objective

Understanding the consumer purchase journey

Established in 2010 by friends Griffin Thall and Paul Goodman, Pura Vida began by crafting 400 bracelets in Costa Rica. Since then, it has evolved into a cherished jewelry brand among Gen Z and even gained popularity with parents. In an effort to understand its customers at a deeper level, Pura Vida partnered with post-purchase survey provider KnoCommerce to enhance its measurement strategy.

The Solution

Leveraging post purchase surveys to maximize measurement strategy

A post purchase survey (PPS) is an attribution and insights tool that advertisers can integrate with their e-commerce platform to poll customers immediately after a sales event, adding a valuable layer of insight into customers' path to purchase. By using post-purchase surveys, Pura Vida was able to answer questions like:

• Where are our customers coming from?

• Are they buying it for themselves or as a gift?

• What is our highest performing channel?

Utilizing the customer's perspective, post-purchase surveys serve as an authentic information source that questions the prevailing ideas about attribution. They don't aim to substitute other measurement methods, but instead, they enhance them, enabling advertisers to gain a more comprehensive understanding of attribution and customer behavior.

The Results

Pure insights

After analyzing the survey data, Pura Vida found that TikTok was an overlooked channel for customer acquisition with 32% of net new customers coming from TikTok. In addition to customer acquisition insight, they saw that 40% of purchases were gifts for others. This insight and data informed future creative tests and advanced the team's measurement strategy by looking beyond last-click metrics.