5 Dec
Dev Team

It doesn’t matter if you are new to ecommerce or an already established business; the fast moving online business world is going to challenge you.

The ecommerce industry has seen tremendous growth worldwide, with total online sales amounting to more than 3 trillion US dollars in 2018 alone.

However, with the sharp increase in growth, there has been a significant increase in competition as well. And as the owner of an online store, you will have to incorporate expert conversion rate optimisation strategies into your marketing plan – or risk high cart abandonment and bounce rates.

What is Conversion Rate and How it Works

An ecommerce conversion rate is the percentage of visitors who have completed a certain transaction within a specified time on your online store. Conversion rate, therefore, is an important metric and it is also used as a KPI to measure the success of an online business.

As per data collected by Smart Insights, the average conversion rate for ecommerce stores in 2018 was 2.86% – if yours falls below this, then it is safe to assume that you need to work on your website and marketing strategies.

Tips to increase your Conversion Rates

Here are some actionable tips that could help you optimise your conversions:

Simple Navigation

Having a simple navigation allows your website to appear more organised and easy to use for customers. In other words, when each product category is easy to access through your navigation bar, visitors can quickly find the right page or product.

The more products you have, the simpler navigation you need; this will not only save your customer’s time, but also enhance their shopping experience.

An important point to consider here is that visitors expect your website to have horizontal navigation on the top or a vertical one down the left side.  You can also increase your conversion rates by using ‘descriptive’ product labels instead of generic ones.

Excellent Product Photography

The first thing that a customer notices about the products in your online store is the image – as such, they must be of high quality so that customers can get a clear idea of the texture and the colours.

Photographing your product from different angles i.e., having multiple images is also a good way to highlight your products.

Allow Shopping Via Social Platforms

Being an ecommerce store, you might already have an average to strong social media presence. Hence, making an effort to sell your products directly on platforms like Instagram and Facebook could increase your conversion rates.

For instance, if you are a clothing retail store, then Instagram can serve as a direct channel as people could likely make a purchase decision while scrolling through their feed.

Out of all the social media platforms, people spend 53 minutes on average on Instagram while 62% of users say that stories create an interest in the product or brand.

Product Videos

Product videos are a great way to increase your conversion rates, especially if your product is complicated to use.

Consider this: video marketing is a $135 billion industry in the US alone, while American businesses plan to spend $20,000 on it this year.

A 30-second video is found to be more effective as it can showcase the various aspects of a product. Additionally, using promo videos on your landing pages can raise your conversions by 80%.

As an added benefit, it can also lower your return rate as consumers are less likely to be dissatisfied by the actual product after a detailed video.

Social Proof

Having product reviews and testimonials on your social media and product pages can lead to more sales than ever. According to data gathered by Nielsen, people are 84% more likely to use a product based on friend’s and family’s recommendations.

Social proof can take many other forms such as celebrity endorsements, customer testimonials and reviews of thought leaders. Studies have shown that almost 92% of consumers search for reliable reviews before making a purchase decision.

If you want to see how effective your marketing is, you can gain some good insights from your website’s conversion rate. Although considering this one metric in isolation might not give you a complete picture, it’s sure to provide some very valuable information. For instance, it helps you get an idea about who your potential customers are and where they stand in the conversion cycle.

 

 

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28 Sep
Dev Team

There are more than 3.5 billion Google searches every day. This means search engine marketing (SEM) is a great way to drive traffic.

In fact, Google Ads – the pay per click (PPC) marketing strategy by the search engine giant – is now more popular than ever. In 2018 alone, it generated revenues of $116.3 billion.

Despite all this, ensuring that your campaign pays off can be very difficult, considering all the factors that constantly affect it.

The solution? Automated bidding strategies to efficiently manage and optimise your ad campaigns.

Read on to understand all the benefits you can reap out of automating your Adwords bidding.

What Is Automated Bidding?

Simply put, this allows Google to automatically decide bid amounts for your ads – instead of you manually setting them.

But why is using automation more efficient than manual bidding?

If you own a small business and run one ad campaign at a time, using the standard – single campaign – strategy is a good choice.

However, most of these automated strategies are primarily portfolio bids. This means that advertisers who run multiple simultaneous campaigns can group their campaigns, keywords and ads into a portfolio and apply the same strategy to all.

When you let Google decide how much to pay for a search ad, it essentially uses all of the data it holds on its users to set your bids.

Its automated system can analyse information such as location, demographics and even search frequency to determine how many clicks and conversions your ad is likely to get. – If the numbers don’t look good, the automated bidding can help you save a lot of money.

This potentially answers two of the biggest questions that every marketer – even you – has had at some point:

  • Is my bid high enough to beat the competition and land buyers?
  • Am I over-bidding and attracting low-intent traffic?

What is better is that the system keeps analysing all incoming data to set your future bids with even more precision for better CTR and ROAS.

What we’re saying is, unlike manual bidding, you no longer have to keep track of all the analytics to update keywords and ad groups. Google will automatically calculate and set bids for your ads at every auction.

The Benefits Of Automated Bidding

While we’ve already discussed so many of the benefits that come with Google Ads’ automated bidding, here’s a breakdown.

Maximize Clicks

It automatically sets your bid to optimise the number of clicks you can possibly get within your budget.

Benefit: increased website traffic – CTR.

Target Impression Share

The goal of this bid automation is to show your ad at the top of Google’s SERPs. This too can be used for multiple campaigns as well as a standard strategy.

Benefit: increases ad visibility.

Target CPA

This strategy was previously called the ‘conversion optimiser’ which is an apt description of what it aims to do. This helps you to achieve maximum conversions at the cost per action (CPA) you set.

Benefit: helps maximise customer acquisition.

Target ROAS

This strategy is similar to Target CPA, but instead of optimising conversions, this tries to achieve your return on ad spend (ROAS) goal. This is done by increasing the conversion value.

Benefit: helps achieve the set ROAS.

With Google Ads’ automated bidding strategies, you can streamline your ad campaigns to be more efficient, cost effective and profitable. This can be done without having to manually keep track of your ad bids and overall campaigns.

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19 Aug
SEO Gold Coast

Google Keyword Planner (formerly called Google Keyword Tool) has helped many websites grow from small stores to thriving businesses – and it can help you do the same for your website.

For example, it can help you find keyword ideas that are related to your services, products, and target audience.

This tool also shows historical data like search volume for specific phrases which can go a long way in helping you decide the right keywords for your campaigns. After all, Google owns 76% of the search market share, so it’d be a good idea to heed their suggestions.

Recently, the Keyword Planner received an update that has added to its capabilities in a major way.

We’ll guide you on how to use the Keyword Planner to find new keywords and acquire search data that can certainly give your business an edge. Let’s get started!

Step #1: Go To Google Keyword Planner

The good news is that the Keyword Planner is a free tool.

But there’s a problem:

You’ll NEED a Google Ads account to access the Keyword Planner.

If you don’t already have an account, it’s really easy to set up and only takes a few minutes. Once you have done that, create a new ad campaign (Google will force you to!), but then pause it.

A paused ad campaign doesn’t appear in search and won’t cost you anything – just make sure you turn it off straight away.

Then, it’s time to find SEO keywords using the Keyword Planner and its built-in tools.

Step #2: Choose The Right Tool

You’ll find two tools inside of the Google Keyword Planner (GKP).

1.      Find New Keywords

The name says it all; this tool helps you find new keywords.

You will see a field that says: “Enter words, phrases, or a URL related to your business.” Do as it says!

2.      Metrics And Forecasts For Your Keywords

This really comes in handy, especially if you have a long list of keywords and just want to see their search volume stats.

Copy and paste your list in the search field and click ‘Get Started.’

Now, the interesting thing is that both these tools will bring you to the same Keywords Results Page. However, the second time around, you’ll get data on the keywords you put in and Google will tell you how many clicks and impressions you can expect if you use them.

Step #3: Filter The Results

Let’s filter the list of keywords to find the terms that are perfect for your business.

At the top of the Keywords Results Page, you will find three options; Locations, Language and Search networks.

Play with these metrics to find the most suitable choices – for example, if you are based in Spain, then you can change the location to your country and set the language to Spanish. Leave the ‘Search networks’ setting at Google.

You can further refine the results with the ‘Add Filter’ option – this breaks down the results by keyword text, average monthly searches, organic impressions and average organic position in the results.

Step #4: Choose The Right Keywords For You

By now, you should have a long list of keywords that you can potentially use in your marketing and ad campaigns – nonetheless, shortlisting the best ones from all the top keywords can be a little bit tricky.

We suggest you select keywords that have a high search volume, good SEO competition and commercial intent. You can’t go wrong with any keywords or key phrases that measure up to these factors.

Last Word

GKP is jam-packed with powerful insights that can help you build a successful search and content marketing campaign.

Remember, the folks at Google update it frequently, but the features remain the same and the focus is always on helping users find relevant results.

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24 Jul
SEO Gold Coast

Google Tag Manager (GTM) is a tag management system that lets you manage and analyse the various marketing tags on your website.

The tool streamlines an otherwise tedious process of handling tags by letting you share the data from your website to Google Analytics (GA) – without modifying your coding.

GTM’s easy to use, and time saving features provide space for creatively handling the complex system of tailored tags.

Here, we have listed down all the reasons why you should jump on the bandwagon, and make use of this free Google tool right away:

Implementation Speed

GTM streamlines and speeds up all the process related to marketing tags: making changes in codes is quick and easy.

The tool allows digital marketers to test and deploy every tag change rapidly, thus reducing the time it takes to launch the tag. In fact, the process is so easy that marketers no longer need to employ a developer – they can simply get an IT person to make the changes.

Consider, for example, Airbnb’s use of GTM to implement tags, avoid replication, and enhance performance.

As a result, the company’s website speed increased by 8%, and they were able to increase launch speed of new programs, retailers, and tools.

Security

Every website owner has two major concerns: security, and probable site malfunction. Rest assured though, GTM does not crash your website, or leave you vulnerable to future attacks.

This is because website owners have full control of their GTM, and Google Analytics accounts: they can control who has access to these accounts, and repeal or grant access at any time.

Moreover, GTM comes with standardised security practices that ensure protection from spyware, and other attacks such as the 2-step verification process, and malware detection.

Other advantages of GTM include standardised templates, and a significant decrease in scripting errors.

Flexibility

As we’ve explained, you don’t have to be a programming expert to use Google Tag Manager. It’s easy to use features requires minimal to no coding, for even the most complex of tags. This makes it a handy tool for all digital media marketers.

On the other hand, IT staff and developers can easily make use of GTM’s customisation options related to order value, updating pixels, and page category.

With GTM, users can use different variables with your custom JavaScript tag.

Consider, for example, the step by step guide by Lucía Marín on how to create a canonical URL with GTM, using three different variables: {{Page Protocol}}, {{Page Hostname Canonical}, and {{Page URL Canonical}}. This offers a perfect example of the flexibility that GTM offers to pull apart tags.

Workspaces And Environments

Interestingly, GTM comes with two great features for companies with several teams, and/or long term projects:

Environments

This feature lets users control their GTM installation across a range of websites and apps. Users can publish their tags in multiple environments, such as a testing server, so that there is no impact on the live version of the site.

Source: Marketlytics.com

Workspaces

This handy feature lets multiple team members work in the same GTM tab simultaneously, without risking overwriting.

What’s more, after the work is done, this feature allows you to merge the work from both workplaces seamlessly.

Interestingly, GTM lets the account owner control the amount of access given to the different people. For example, different employees can have various levels of control related to publishing, editing, and viewing.

Access To Helpful Community

Finally, Google Manager comes with a community of helpers: users with specific issues never have to worry about navigating the tool, as instant help is available.

For example, users can post queries on Facebook Community, or join Google Tag Manager’s subreddit for answers to all their questions.

So there you have it – these are some of the reasons to use Google Tag Manager as it one of the most efficient tag management tools out there.

 

 

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