By Author admin

Google Analytics 101: How To Set Up Enhanced eCommerce For Your Site

Do you want to know how to set up enhanced eCommerce for your website? Maybe you haven’t even heard of it? Well, as a website owner, it’s likely you already know the basics of SEO, PPC and online marketing, as all of this help to increase revenue, traffic and engagement on your site. 

You must probably also know a little about Google Analytics and how this tool can help you to learn more about customer behaviour on your website. However, if you are only using the standard Google Analytics, you are missing out on a lot more very useful data! 

It’s fair to say that online revenue is all about increasing engagement, getting the clicks and making the sale, so it’s essential that you understand your customers’ behaviour. This is where enhanced eCommerce transaction data comes into the picture because it gives you much more free customer data.

What is enhanced eCommerce?

Enhanced eCommerce tracks customer data before, during and after they make a purchase. This is important because the standard form of Google Analytics only tracks customer data after they make a purchase. This latter information is very useful because knowing the number of impressions, conversions and revenue from your sales is all pertinent information.

So what is enhanced eCommerce data able to do for your website? Well, it can track customer data at every stage of your sales funnel. It can give you detailed reports on orders, calculate the percentage of shoppers who added items to their cart, determine at what stage a cart is abandoned, track refunds, and lots more. 

Enhanced data can give you product and sales performance data, transactional information and how long it took for a customer to complete the sales funnel (time to purchase). It can also analyse shopper and checkout behaviour, report on how well coupons are increasing sales, and even track affiliate codes. 

We will go into all of this in more detail shortly, but first, let’s take a look at how you can install the enhanced eCommerce plugin on your website.

How to set up enhanced eCommerce on your website

You will need to install a plugin, but it’s not as easy as you may think. At this point, we should warn you that you will most probably need some professional help to set this plugin up correctly. That’s because it involves coding, but we will cover the basics for you, just in case you want to try it for yourself.

On the other hand, if you have Magneto and their enhanced eCommerce extension or a Shopify website, you already have built-in integration, so you are way ahead of the game. One warning here is that if you already use the Google Analytics eCommerce plugin, you can’t use the enhanced eCommerce plugin, it’s one or the other, unfortunately.

There are three steps to set up the enhanced eCommerce plugin on your website if you don’t have a built-in integration, as mentioned above.

      1. Make sure your website is using Universal Analytics.
      2. Install the tracking codes on every single page that you want to track.
      3. Enable the enhanced eCommerce settings in Analytics Admin.

It’s the tracking codes in the second step that usually tip people over the edge because if it’s not done correctly, none of it will work. Since this requires an understanding of JavaScript and coding, as well as good troubleshooting skills, you might want to leave it to your developer.

In addition, you need to add the correct commands to the correct pages in order to track the data you need. It’s all very complicated, but it’s definitely worth its weight in gold when you receive the quality of data provided by this plugin. Now you have some idea of how to set up enhanced eCommerce for your website, let’s investigate some of this new data.

Understanding enhanced eCommerce transaction data

Enhanced eCommerce gives you a much deeper insight into the engagement of visitors with your website. Let’s take a look at some of the reports you can access using this plugin.

Shopping Behaviour

This report shows you the various stages in your purchase funnel and how shoppers move from one stage to the next. Product viewings, adding items to a cart, and checkout transactions are all covered by this report. You can also access information on visits that ended with no shopping activity, where products were viewed but not added to the cart, cart abandonment, and checkout abandonment. 

Knowing at what stage a cart has been abandoned is nothing short of miraculous, let alone all of the other data that covers shopping behaviour on your site. For example, if the majority of shoppers don’t engage with any sort of shopping activity, then you need to investigate your marketing strategies and the quality of your traffic.

If shoppers begin viewing your products but don’t add any to the cart, then maybe you need to examine the content of your product pages? Could they be written better? Are the product images high quality? Do the product pages take too long to load? When shoppers abandon carts it’s often because they have checked your prices against the competition and found a cheaper price elsewhere. So do you need to compare your prices with the competition? Finally, if carts are abandoned during checkout, your entire checkout process needs to be examined. Is it too complicated? Are shipping costs too high? Are there enough payment options?

You can even tell if a shopper has re-entered the purchase funnel and picked up where they left off on a previous visit to your website. All of this information can make a huge difference to your sales and revenue, as well as increasing engagement with your target audience.

Checkout Behaviour

Whilst checkout behaviour is covered to some degree in the shopping behaviour report, you can access much more data with the checkout behaviour report. When shoppers abandon the checkout process, it’s vital to know at what point they made this decision so you can go back and fix any problems. To fully access all of this data you need to have correctly labelled the various checkout stages when you set up the plugin.

Product Performance

Enhanced eCommerce transaction data allows you to track the sales performance of your products. For example, you can track your products by their product name, SKU, category or brand. You can access data on revenue, unique purchases, quantity sold, the average price of each transaction, average quantity sold, and refunds issued.

You can also track the shopping behaviour of your products, for example, the number of times a product appeared in a product list and the number of times shoppers viewed a product page. There’s also data on how many times a product was added or removed from a cart, whether it was included in a checkout process, and whether it was purchased. Information is also available on the rate at which shoppers add a product to their cart or complete the checkout process after viewing the product page. Can you imagine how all of this data can help you to increase sales on your website?

Enhanced Marketing

Another section you can access is the enhanced eCommerce marketing reports that cover internal promotions, order coupons, product coupons, and affiliate codes. These reports help you to quantify the value or success of your marketing strategies.

    • Internal promotions: Identify the most and least successful internal campaigns (for example banner ads) on your website. Which ones drive the most or least traffic to specific products? Views, clicks, CTR, transactions and revenue can all be accessed for your internal campaigns.
    • Order coupons: When you create order coupons to encourage shoppers to buy more of your products on their next purchase, how well do these drive additional sales? The enhanced eCommerce plugin can give you this data.
    • Product coupons: Identify which product coupons are the most and least effective at driving sales. When you know this information, you can delete coupons that are having no impact or even negatively impacting sales.
    • Affiliate codes: If part of your marketing strategy involves using affiliates to promote your products, you can determine the most and least effective affiliate websites for driving sales. You must input the correct product or order codes in the plugin settings. 

So far, we have answered the question of what is enhanced eCommerce data able to do for your website? We have also covered how to set up enhanced eCommerce for your website. Now let’s take a final look whether the enhanced eCommerce plugin is really worth installing on your website.

Should you install the enhanced eCommerce plugin?

It’s clear that installing and implementing the enhanced eCommerce plugin is no walk in the park. In fact, you will likely need the help of a web developer. Given this proviso, if you want to dig deep into your sales and checkout data, it’s definitely worth the effort. Understanding shoppers behaviour as they interact with your sales and checkout funnels can have a significant positive effect on your revenue.

For help setting up your eCommerce website, contact the Acidgreen team. 

By Author admin

Top 5 Instagram Analytics Tools To Boost Your Business Profile

Instagram analytics tools help you to measure your business’s performance on Instagram. Essentially it allows you to measure key data points so that you understand your audience and how your business can fulfil these needs. Instagram can be used to target new audiences, increase your brand’s visibility and build brand loyalty with your audience.

Starting 10 years ago as a social networking and photo posting app, Instagram now has more than 1 billion users. The most prolific users of Instagram are between 18 and 34 years of age, and in fact, account for 65% of all users. With more than 25 million businesses now using this platform as a brand and marketing tool, businesses can partner with influencers, engage with customers and gain a competitive edge very quickly.

You might already be using other social media platforms for your business, such as Facebook and LinkedIn. However, Instagram offers your business many more opportunities to amplify your brand message and engage with a new customer base.

Some business owners or marketers feel that they spend too much time on Instagram without seeing enough results. So we have put together a short guide on how to use Instagram as a marketing tool, followed by five of the best third-party analytical tools that can help you to get the most out of your data. First, however, let’s take a look at how to use Instagram business tools, which are free when you open an Instagram business account.

Learn how to use Instagram business tools

If you want to learn how to use Instagram business tools, you first need a business account. Since many people use their personal account to promote their brand, you need to switch your current profile to a business profile by clicking the appropriate link in the settings. 

With a business account, your followers can click on your contact button on your Instagram profile and get in touch with you, and you can create Instagram ads without needing to go via Facebook (Facebook owns Instagram). You also have access to Instagram’s business insight tools, giving you data on impressions, engagement, follower demographics, top posts and so on. These free tools allow you to understand how users and followers interact with your brand, giving you information that helps to finetune your content and increase engagement.

Instagram insights are self-explanatory and you should have no problems using their dashboard and interpreting the data. Once you have discovered the data mining opportunities provided by these free business tools, however, it’s definitely worthwhile exploring other third-party tools that offer even more data mining possibilities.

Top 5 Instagram Analytics Tools for businesses (third-party tools)

Engagement is a big part of the social media phenomenon with brands experiencing up to four times the amount of user engagement on Instagram, as on Facebook. However, whilst you can use Google Analytics to identify key metrics for your Facebook posts, it doesn’t work for Instagram (not yet!). The problem is that whilst businesses can measure the performance of their ads and lead generation promotions on Instagram, assessing the results of user engagement is more challenging. The answer is to know what metrics to monitor and what tools you need to achieve your goals. 

Here are the best five Instagram analytics tools designed to help your business identify key data points that are not covered by Instagram’s built-in business tools. You will quickly be able to target potential customers, understand what motivates them, and learn how to engage their interest in your business.

  1. Owlmetrics: This analytics package goes over and above Instagram’s business insights, offering you a variety of metrics on engagement and follower growth, click-through rates (by browser, language, source and location) and hashtag activity. For example, the best time to post, the most engaging posts and videos, top tags, and hashtag performance by interactions. All this data and much more is presented in an easy to use dashboard. This information can be used to create a content strategy, based on user engagement and the best performing types of posts.Owlmetrics also gives you follower demographics, helping you to fine-tune your content strategy, and you can track the growth of your followers, and learn the commonalities between new followers and those you have lost. You can even track your competitors – number of followers, number of likes, comments, engagement rate and days when they post more often. All data is real-time and presented in graphic form.
  2. Iconosquare: This is one of the Instagram analytics tools that focuses on followers and optimising the delivery of your posts. First of all, Iconosquare compares the number of followers gained vs lost and then overlays the number of posts you have published. This gives you information on how your posting frequency relates to new and lost followers. They also provide a stock media library so you can use their HD images in your posts, as well as a scheduling tool. You can also search for influencers in your area and compare their followers and other engagement metrics, before reaching out to discuss how they can help to amplify your brand’s message to a greater audience base. Iconosquare also provides data on your hashtags, as well as compares your engagement rates with those of your competitors.
  3. SocialRank: This analytical tool is focused on your audience and helps you to identify patterns amongst your followers, so you can create more targeted content.  These metrics are quite detailed, such as the most popular words used in your follower’s posts, even the most popular emojis used by your target audience. This means that if you want to identify specific bloggers or influencers, you can search posts and bios for particular keywords, relevant to your industry, services or products. You can even identify bloggers and influencers by location, which is useful if you want to reach out within your local geographic area. You can also search for followers by the number of followers they have themselves and rank them based on these figures or with their engagement with your business. SocialRank is ideal if you want to create interest around a new launch or campaign.
  4. TapInfluence: If your main focus is identifying influencers on Instagram, then that’s exactly what TapInfluence offers. It analyses over 50,000 influencers, searching by industry or tags, provides a short overview of these influencers, even including their reach, rates and cost per engagement. You can also access how your own business’s influencer campaigns compare with other brands in your industry. TapInfluence allows you to scale your influencer marketing, optimise your content for increased engagement and presents it all on an easy to understand dashboard.
  5. Curalate: The last of our top five Instagram analytics tools is Curalate. One of the great benefits of this platform is that it curates user-generated content to help business sell their products directly from Instagram. They provide a trackable ‘Link2Buy’ link that allows you to track the ROI of your Instagram campaigns. You can also schedule posts, analyse the performance of your posts, stories and hashtags, examine your brand’s reach, change in followers, engagement rate and tap into user-generated content about your brand. Curalate even allows you to group content from specific influencers or campaigns so you can keep abreast of key metrics and measure their performance over time.

Learn how to use Instagram as a marketing tool

Now that you have an overview of how you can use Instagram to enhance engagement with your followers, let’s look at how to use Instagram as a marketing tool.

Product teasers: One strategy is to post product teasers, something that you may already use on other platforms. The whole point is to not overwhelm your followers with these type of posts or be seen as pushing your products onto them, it’s all about being subtle. 

Product teasers are usually well accepted when you offer your followers something for free, rather than trying to sell them a product. An example is to offer them a free app to explore your products or inventory, or a discount on their first purchase, whilst including photos and links for these products in the post. Teasers work because of the imagery and the fact that you aren’t being pushy and trying to sell anything. 

Sponsored ads: You can also create sponsored ads on Instagram, setting an ad budget and targeting specific audiences, rather than just your followers. You can even turn existing posts with high engagement into sponsored ads, using photos, videos, carousels and stories. 

Stories: These are slideshows that are great for generating leads. They appear in the top horizontal bar of a user’s profile, opening out into a popup window that reveals your story when the user clicks on your story bubble. You can explore different types of content in these stories to identify which works better for your brand, and they don’t need to be as high quality as your other brand posts. Stories allow you to get off topic slightly to show the more ‘human’ side of your brand, such as an office party, launch bloopers, bring a pet to work day, etc. They are only available for 24 hours, so whilst they are short and sweet, they can also significantly increase your brand’s visibility.

For professional help with eCommerce design, Magento development, Shopify Plus stores or online marketing, call our friendly team at acidgreen on 1300 139 658 or ask for a free quote today.

By Author admin

5 Best eCommerce SEO Tips To Maximise Online Traffic

The world of digital marketing is a tough one to crack into. Particularly given that there’s no definitive structure to follow, on top of the fact that online marketing and SEO trends are constantly evolving.

So, how can your online eCommerce brand enhance its SEO to get ahead?

The first approach toward improving your eCommerce SEO, is laying out a detailed proposal and figuring out an effective game-plan.

ecommerce SEO

30.5% of all user traffic stems from organic searches. That’s a huge chunk lost if you don’t strategise correctly. Smart content marketing is vital to good eCommerce SEO. This means that investing in long term strategies that centre around your brand’s personal niche is mandatory.

Unfortunately, many brands try to get away without creating a detailed plan and inevitably… get it wrong.

As professional digital marketers, we’re always pushing to get ahead of the curve. That’s why we’ve rounded up some of the best eCommerce SEO trends that are set to create an impact in the soon to be present.

These tips will help you and your business maximise your SEM and ultimately improve conversions for your online brand.

Video Content and Virility

Somewhere in the world, a digital marketer proposed the question,

Why not merge content with commerce?

It has been well established in the digital community that content is paramount to a great digital marketing strategy. Over the last few years, it has become more and more relevant for eCommerce businesses.

eCommerce brands are constantly searching for new and innovative ways to be heard; particularly in the ever-growing congestion of crowded marketplaces. Thanks to the continuing popularity and usage of mobile devices, as well as WiFi/Data availability, the world of eCommerce SEO has hit a new high in terms of demand for online content. After all, content has the highest power to go viral – and a higher traction essentially drives more conversions.

The solution: what’s the most interactive, uncomplicated form of digital content for your consumers?

ecommerce SEO

Video content. The evolving ease of video sharing capabilities for people of all ages means, exploring the video content platform can and will only be advantageous for your brand.  Recently, we have seen an interesting transformation in the video format from a simple traffic tool to a conversion platform. At the moment, only 16% of the eCommerce market are utilising it – with the welcoming of a new financial year, this is set to change.

We’ve listed some of the most successful ways you can incorporate video content into your digital marketing scheme:

Shoppable Videos

Shoppable images aren’t all that exciting. They’re old news. But what about shoppable videos?

A great tool created by Cinematique, the world’s first touchable video platform, allows brands to sell their products directly through video content. These brands have the ability to embed videos onto their sites. When users watch the video, they can click on products displayed that appeal to them. At the end of the clip, all the items that the user has clicked on will be available in a queue – ready for them to explore ie. purchase. Ca-ching!

Youtube also has its own eCommerce portal.  The most popular video streaming site in the world, provides businesses with the ability to incorporate external annotations into their video. They can be transported straight to your features products. This turns the viewer into a potential consumer.

ecommerce SEO

 Facebook Live

Although this platform is hardly new, eCommerce websites are only just starting to welcome its extreme benefits. The most obvious benefit: you are immediately creating a dynamic, genuine connection with your users.

 Creating Facebook Live on your customer based profile means fans are immediately notified via the notifications tab, and the video will automatically stream throughout their news feed. This guarantees effective organic reach.

“With Facebook Live you can use your phone to share a moment instantly with the people you care about. This means your friends, family or fans can be there with you, and you can respond to their comments and see their reactions,” Facebook company in a statement.

The live stream means followers can ask questions in real time and receive an immediate interactive response.

ecommerce SEO

Get creative with your content. Make it an informative product review or an entertaining demonstration – or just provide extra content to back up already existing content.

The point is, the Facebook Live platform is a simple brand leverage that satisfies the growing desire for interactive content.

Mobile Friendliness 

 It is basically understood that mobile affability is effective in every stage of digital marketing (the mobile now represents 60% of all digital media time) bar the conversion; the majority of people simply prefer to use a PC or laptop to complete their transaction.

However, the biggest mistake for a lot of eCommerce brands is to overlook the importance of smartphone analytics. Mobile eCommerce SEO will account for 30% of global eCommerce sales by 2018 and don’t forget, 43% of consumers will visit your competitor’s site next after having a negative mobile shopping experience.

So, what aren’t you going to do?

Neglect your mobile users.

ecommerce SEO

Continuous evidence proves that there is a strong correlation between high percentages of mobile traffic and high overall website conversion rates. Just because the conversion was made on a PC doesn’t mean that’s where the decision was made. 59% of people research on smartphones.

Do not rule out mobile devices as the first and sometimes most important stop: key decisions are made during this step. Brands should no longer see mobile and PC users as a different identity – the end result still leads to the same conversion, it just involves multiple platforms/devices.

In summation, mobile friendliness = eCommerce SEO friendly.

User Generated Content

 Customers trust other customers. The easiest way to attract a customer to your brand, and get them to purchase your product instead of your competitors, is to implement customer feedback e.g. product reviews.

ecommerce SEO

90% of customers admit reviews and comments from other customers influence their decision to make a purchase, and 81% of online shoppers admit to trusting information found on blogs. In this regard, it is imperative to make sure your information is both useful and up-to-date.

Implement customer reviews in a way that matches your overall site design. Only feature detailed reviews that offer more informative descriptions of the specific benefits and features of your products. This will draw in your site visitors and potentially give them a nudge to purchase a product they may previously have been on the fence about buying.

UGC (user generated content) is also a great way to feature authentic content in your social advertisements – reassure your customers of your value and gain their trust. The benefit of this is that it will also dramatically improve your visibility and in turn, assist your SEO.

How do you get customers to leave a review?

Reward them.

For example, a great draw card is to promote product discounts to those who do leave a review. This makes customers feel special. Who doesn’t love to feel special?

Another optimizing trend set to branch out in 2017 & 2018 is to mix user generated content in with product pictures.

Customers are more intelligent than ever, and whilst consumers still enjoy the feeling of luxury they get when they look at product pictures, they also realise that the product is unlikely to look as glamorous in real life. Displaying user generated images provides customers with a better context of the product. A good way to execute this would be by including product images with a stream of pictures from Instagram e.g. social pictures with relevant reference points.

Voice Search and Digital Assistants

Voice Search programs have been available to users for a while, but only recently have we seen a growth in its usage, especially through SEO.

What was once a fun way to communicate with a computerised voice system that probably couldn’t understand what you said anyway – is now a large marketing source for eCommerce brands. More people nowadays rely on voice search with every major tech company utilising their own digital assistants, e.g. Siri, Alexa, Cortana and Google Now and over 20% of all search requests are now made using voice services.

ecommerce SEO

How can you benefit from this, and moreover, how can this positively impact your eCommerce SEO?

In order to receive optimal SEO from a voice search, use more conversational long-tail responses/keywords and incorporate texts for advanced Google answers. Rich answers benefit extremely well from voice searches as they can provide them directly.

Example:

Normal Keyword: Fridge

Long-Tail Keyword: Stainless Steel Double Door Fridge.

By narrowing down your market, you’re likely to find users with more buying intent. You’re also more likely to rank highly.

Chatbots & Artificial Intelligence

Artificial intelligence and systems such as Chatbots, have come a long way. Its efficient way of combining piles of data, analytics and tracking software, mixed with its advanced intelligence, means it can perform competitive and mundane tasks much faster than any human.

It also means that individuals can now be personally marketed through a Chatbot system with tailored messaging to suit.

ecommerce SEO

A recent announcement made by Facebook at the F8 Developer Conference proposed that brands will soon be able to send customer support via Facebook Messenger to Chatbots. This creates another incredible eCommerce portal through social media, as the current Messenger app garners approximately 900 million active users every single month.

This software will help bridge the gap of personalization – a highly regarded business trait that the majority of consumers have come to expect whilst online shopping- but one that online brands rarely get right.

Now To Utilise These eCommerce SEO Tips

Opportunities for businesses to maximise their eCommerce SEO are constantly arising, and in order to be successful, it is important to foresee these changes to ensure an efficient and effective digital marketing campaign.

Over half a billion people around the world have access to at least one mobile device, and most are connected to multiple appliances. With this alone, we could see digital marketing step out of its broadcast bubble and into an entirely new immersive space. Marketing will become so heavily ingrained, that we won’t be able to differentiate the distinction between advertising and the real world.

It is the year 2017, and whilst we have not quite reached that level yet, there are many ways that eCommerce brands can incorporate incredibly interactive and creative marketing schemes that will help keep you relevant and ultimately provide you with the tools to maximise your SEO.

acidgreen is an award winning e-commerce agency  specialising in Magento, Shopify Plus and digital marketing with over 15 years of  industry experience. Our certified developers and digital marketers are highly qualified to create aesthetically pleasing Magento and Shopify Plus websites that generate the highest amount of conversions and provide the best ROI. Be sure to follow us on LinkedInFacebook and Twitteror give us a call to learn more about our services.