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For photographers: which galleries and posts sell prints and presets.
A photographer selling online has a gallery that draws people in, a print shop with a few large orders, and presets or guides that sell in volume. Tally ties each sale to the visit behind it, so you can see whether Instagram, a blog post or a gallery page brought the buyer of that large print.
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01How they sell
- One-offFine-art prints in several sizes, with framed options that make a single order large, plus preset packs and editing guides at a much lower price.
- SubscriptionA monthly membership for new presets, raw files to practise on or critiques, sold beside the shop.
02Payments it reads
- StripePrint shops on the photographer's own site charge through Stripe Checkout with shipping, and image licences can go out as Stripe invoices.
- Lemon SqueezyPreset and LUT packs sold as Lemon Squeezy downloads, with orders and refunds read and the checkout's custom data carrying the visitor's id.
What Tally can't read
- Etsy sales and print-on-demand marketplaces that take the payment aren't read.
- Licensing income paid through stock agencies isn't read.
- Client shoots paid by bank transfer or cash aren't read; only payments in a connected provider are.
- Purchases made inside Instagram aren't read: the sale has to go through your own site's checkout.
03Where buyers come from
- InstagramMany visits arrive from a bio link or story through Instagram's in-app browser; Readable Direct names them so they aren't lost in Direct.
- PinterestPins of a photo or a preset before-and-after keep sending visitors for months after posting.
- SearchSearches for a place or a style of print bring visitors who compare sizes over several visits before ordering.
- Photography forumsA thread about technique sends readers who buy presets more readily than prints, which revenue by source shows.
04What Tally answers
Which photos in a gallery get clicked?
Heatmaps show clicks and scroll depth on a page, so a gallery's most clicked images and the point where visitors stop scrolling are visible before you choose what to print.
HeatmapsHow long does a large print take to sell?
Path to purchase gives the median time and visits from first visit to purchase, a histogram of the wait and the pages buyers saw on the way.
Path to purchaseHow much of my traffic is really Instagram?
Readable Direct reads visits with no referrer as typed or bookmarked, shared links, returns from checkout or an app's in-app browser, so Instagram's visits are named instead of hiding in Direct.
Readable DirectDo preset buyers later buy prints?
Lifetime value counts every purchase a customer makes under the source of their first visit, with repeat rate, so you can see whether low-priced presets lead to larger orders.
Lifetime value
05Numbers worth watching
- Visits before buying
- How many visits a buyer made before ordering; large prints take more returns than a preset pack, and the two are worth reading apart.
- Revenue by source
- Revenue per source, which shows whether Instagram's many visitors or Pinterest's fewer ones paid for more prints.
- Scroll depth
- How far down a gallery or a print page visitors get, buyers against everyone else.
06An example
Reading time
38s
median per pageview
Scroll depth
59%
average depth, of 27,219 views measured
Read to the end
27%
of measured views reached 90% or more
What they read
29,268 pageviews · last 30 days
Open a page to see how far down people read it, and how buyers read it before paying.
- /8,757 views52% scrolled on average21s reading time, median
- /pricing5,527 views78% scrolled on average58s reading time, median
58s
reading time, median per view
78%
scrolled, on average
5,527 views · 5,195 with a measured depth
How far down they read
Share of measured views that scrolled at least this far
- 25% — reached a quarter of the page:95%
- 50% — reached half of the page:84%
- 75% — reached three quarters of the page:69%
- 90%+ — reached the end of the page:48%
Buyers before paying vs didn't buy
- Buyers, before paying149 views · 107 buyers96% scrolled on average,1m 41s reading time, median
- Didn't buy5,343 views · 3,816 visitors61% scrolled on average,44s reading time, median
35 views by buyers after paying are left out of both.
Buyers are visitors whose first sale came after viewing this page; only their views before that payment count.
- /docs2,728 views47% scrolled on average1m 12s reading time, median
- /blog/stripe-fees2,237 views64% scrolled on average2m 34s reading time, median
- /compare1,184 views71% scrolled on average49s reading time, median
- /changelog861 views38% scrolled on average33s reading time, median
Reading time runs only while the tab is visible and the visitor is active; it's the median per view. A view with no engagement report counts as 0s of reading. Its scroll depth is unknown, so it's left out of every scroll figure rather than counted as 0%. 27,219 of 29,268 pageviews have a measured depth.
07Setting up
- WebflowOn Webflow, add the tag in the site's head code so galleries, the shop and preset pages carry it.
- StripePass the visitor's id in Checkout metadata from the print page; if you use Payment Links in cookie mode, the snippet tags them for you.
- Mark the size picker or the add-to-cart button with data-fast-goal, so interest in a print counts even when the order comes later.
08Questions
Do I need to stop selling on Etsy?
No, but Tally only reads what sells through your own Stripe, Paddle, Lemon Squeezy or Polar account. A click from your site to your Etsy shop counts as an outbound click; the Etsy sale itself isn't seen.
Will a large gallery slow the site down?
The tag is about 3 KB and loads with defer, so it doesn't hold up images or the page's first paint.
A print is refunded after damage in shipping. What happens?
The refund is counted against the order it reverses and the source credited for it, so that source's revenue goes down with it.