In the eCommerce site, the check-out process is an extremely crucial factor when it comes to getting more and more sales. If your eCommerce store doesn’t have an easy and fluent checkout process then you will lose a huge number of sales and revenue. let’s discuss how to reduce cart abandonment rate by fixing or optimizing the checkout process in your eCommerce store.
On many occasions, it happens when a customer didn’t like the checkout process, non-relevant payment method, lacks proper information in the cart, or initiates the checkout page or other issues, and left the eCommerce store without purchasing the item.
What is Shopping Cart Abandonment?
In E-commerce, abandonment means if any visitor on a website leaves a specific webpage before completing the desired actions. There are different types of abandonment like booking abandonment, form abandonment, browse abandonment, shopping cart abandonment, etc. Shopping cart abandonment directly affects the sales and revenue of an online business and that is why it becomes very important to understand it.
Now, the question is What is shopping cart abandonment? So, in basic terms, when a customer starts the check-out process for an order but if by any means they do not complete the purchase then it is known as shopping cart abandonment. Shopping cart abandonment is a very important concept for online businesses as it helps them to know about the user experience. If the shopping cart abandonment rate is high, then this could mean a poor user experience.
According to Business Insider, it is believed that retailers have lost around $4.6 trillion to shopping cart abandonment. There are numerous reasons that can lead to shopping cart abandonment like complicated check-out process, complicated interface, multiple pop-up windows, the high loading time of the website, etc.
How to Calculate the Shopping Cart Abandonment Rate?
It is very important for any e-commerce website to know about the shopping cart abandonment rate as it helps them to know about their website performance, user experience, and total revenue loss. Now, to calculate the total cart abandonment rate, divide the total number of transactions completed by the total number of carts created. Later, subtract that number from one then multiply it by 100. This will give you the shopping cart abandonment rate.
Shopping Cart Abandonment Statistics:
There are numerous factors that can lead to cart abandonment and e-commerce stores loses a lot of sales because of it. The average cart abandonment rate in the year 2018 was around 75.6 % whereas, in the year 2019 it went up to 77.13 %.
According to Statista, in March 2020 approximately 88.05 % of shopping orders were abandoned. The automotive industry had a 96.88 % of cart abandonment rate in March 2020. The cart abandonment rate of various industries in March 2020 is mentioned below,
Automotive – 96.88 %
Luxury – 92.61 %
Airlines – 90.91 %
Hotel – 87.55 %
Consumer electronics – 85.49 %
Retail – 84.51 %
Sports – 84.21 %
Groceries – 83.91 %
Travel – 79.95 %
Insurance – 67.92 %
These are cart abandonment rates of some major industries in March 2020. (Statista)
According to SaleCycle, the average abandonment rate in the year 2018 was 75.60% and in 2020 it significantly rose to 84.27%. The rate of shopping cart abandonment also depends majorly on devices because if we check the shopping cart abandonment rate of mobiles, desktops, and tablets then we can see that the rate is comparatively higher in mobiles. Below is the average shopping cart abandonment rate in different devices like mobile, tablets, and computers.
Mobile phones – 80.79 %
Tablets – 77.3 %
Computers – 73.93 %
Data Source https://www.barilliance.com/cart-abandonment-rate-statistics/
Top 3 Reasons for High Shopping Cart Abandonment Rate
Some of the major factors that cause high shopping cart abandonment rate in mobile phones are,
1) Poor design
The shopping experience on desktop and mobile phones can be very different. A lot of websites mainly design websites keeping in mind the desktop version and they do not optimize the mobile version. This is one of the major reasons behind the shopping cart abandonment rate.
2) Slow Loading Speed
Users can access shopping websites from anywhere through mobile. Hence, it is not possible that they will get good internet speed everywhere. Therefore, low internet speed can lead to shopping cart abandonment.
3) Less Payment Options
This is an issue for both mobiles and desktops. If any shopping website does not provide a lot of payment options, then it can lose a lot of customers.
Apart from this, there are numerous other factors that contribute to the high shopping cart abandonment rate in mobile phones.
As per data by Statista, most e-commerce sites have a heavy cart abandonment ratio because of:-
Reasons can be many but being an e-commerce marketer, you need to track the shopping cart abandonment rate through Google Analytics. You need to set a goal and once the goal is set, Google Analytics tracks the conversions every time the goal is completed.
So, you will have a concise idea about the shopping cart abandonment rate on your site by visiting Conversions – Goals – Funnel Visualization data in Google Analytics. Now the question is what can be done to reduce the cart abandonment rate? The best way is to optimize the checkout process on your e-commerce site. Here are ten surefire ways to do it:
16 Actionable Tips to Reduce Cart Abandonment
Below are the 16 methods where you can reduce checkout abandonment.
1) Optimize Page Speed
If the page speed is less then it not only affects the current visit of the customers, but it is highly likely that they will hesitate in visiting your website in future also. A speedy checkout process can immensely boost the user experience in a positive way.
There are various reasons that cause slow shopping cart page speed like a lot of pages in the check-out process, various page objects, etc. Optimizing the page speed will boost sales and customers will be more inclined to buy products in the future from your website
2) Restriction on Product Quantity
The e-commerce website should mention the quantity limit for every product because if a customer adds certain products and at the end of, they find out that they cannot buy the product because of the restrictions on product quantity or limited quantity available then it can be very frustrating for the customers.
This can increase the shopping cart abandonment rate and it can ruin customers experience which will eventually affect the sales and revenue
3) Add Proper Information In Cart Page
It should be easy to find the total price of any product and there should be no hidden costs like taxes. Thumbnails of the products should be clearly visible throughout the check-out process as it assures the customers about their product and purchase.
There should be progress indicators on the check-out page because it allows users to know how much process is left to complete. Some of the other features that you can include in a shopping cart page are price & quantity, stock availability, payment options, etc.
4) Be Clear About Return & Refund Policy
Refund and return policies are very important for e-commerce because customers cannot try any product and that is why they want assurance that if anything is wrong with the product then they can easily return it and get the refund. A good return and refund policy motivates customers to buy any product without giving it a second thought.
5) Delivery Time
Usually, customers want their products to be delivered over a certain period and if there is an unexpected delivery time then customers will look for the product on any other e-commerce platform. The unexpected delivery time can be a huge turn-off for customers, and it will increase the shopping cart abandonment rate.
6) Offer Live Chat Support
Live chat support can be very helpful for customers as they can easily find help and ask questions if they are facing difficulty at any point. Live chat support is easily accessible and e-commerce websites can interact in real-time with the customers to solve their issues and difficulties. This can significantly decrease the shopping cart abandonment rate.
7) Install the SSL Certificate
When customers make a purchase, they put a lot of trust in the e-retailer. While making a purchase, they hand over their personal financial information to you and with so many credit card breaches happening over the years, customers need to feel safe while transacting on your site. There are many shoppers do not place orders at the last minute if they feel insecure while buying from an ecommerce website.
The best way to eliminate this fear is by installing an SSL certificate and having secure site badges on your site. This will let the customers know that their connection is secure, which will eventually help in creating a trustworthy process. The importance of an SSL certificate for eCommerce site is very high and every e-commerce store should install it.
30% users have said that they have to re-enter the credit card information and that’s the main reason they abandons the cart – If your site has SSL certificate and other trusted badges than they trust if there was some issue in adding the credit card info on checkout page.
In 2016 Baymard Institute done research on what kind of badges on eCommerce sites gives the most trust to customers and it includes some popular trusted badges. So, don’t wait and secure your site as soon as possible to reduce basket abandonment ratio.
8) Keep Transparent Shipping Cost
The customers should know the exact cost while browsing through your products. Unexpected cost is one of the biggest reasons for cart abandonment. Most of these unexpected costs consist of shipping charges and delivery fees that come at the end of the checkout process. It shocks the customers many a time and it can be possible for them to feel cheated sometimes.
The best way to tackle this problem is to be transparent about the shipping charges. Every eCommerce store should fix one small banner at the top of the website by adding shipping details or need to create a separate page regarding shipping details which builds trust amongst customers that they are not getting cheated.
If the shipping cost or tax varies based on location then one can set the estimated shipping cost & tax calculator on the checkout page so, customers can see there is no hidden cost and can calculate the shipping cost accordingly.
9) Add Guest Checkout Option
Always try to keep the checkout process short, simple and hassle-free. One way of doing it is not forcing customers to create an account on your site. Not everyone who lands on your site has the time to make an account; rather they must be solely interested in buying something.
So, instead of giving them the trouble related to creating an account, just have a guest checkout option and close the deal. You can only take an Email ID to send transaction mail, bill, and order tracking details during the guest checkout process rather than all details.
Note – No need to add pop up of sign up on every page as well – Don’t frustrate the visitor of your site
10) Maintain Quick Outreach
When a cart is abandoned, never put your trust solely on an auto response. Give personal attention to it. Be quick in your response every time you get a notification of an abandoned cart and offer a helping hand to the users. Understand their pain points, and try to help them with their problems. Even if you cannot help them all the time, your sincere approach can surely make them appreciate your gesture.
Still confused? Well, we have seen many cases where users abandons the cart just because of coupon code error or card authorization error. In this case provide live chat option directly on check out page so, they can simply drop message without visiting the contact us form and had to wait for long process.
Note – We have seen and experienced quick outreach on travel booking sites or loan booking sites. As soon as you close the site without booking or inquire anything they will call you within an hour and it works.
11) Send E-mail after Cart Abandonment
Many a time users abandon the cart just before checkout. In that case get their mail id. Use it as a source of communication and set an email drip to notify them of the left items in the cart.
Follow up those mails for a period of 24 hours. If there is no response, keep them updated about the latest discounts and coupon codes to trigger a call to action and completion of the process.
Note: Don’t spam their inbox by sending mails again and again.
12) Perform Remarketing Ads
Despite all your efforts, if you find that cart abandonment cannot be nullified completely, you can surely get back to such users with remarketing ads. Place a Facebook tracking pixel or Google Remarketing Tag on your site which will capture the behavior of a visitor.
Craft a Facebook ad campaign or Google Dynamic Remarketing Ads that target those users who left your website without making any purchase. Create ads based on the products they viewed, and tempt them into making a purchase.
Here is the list of audience for whom ecommerce store can set up remarketing ads and grabs sales from abandon cart users.
Audience 1 – Visited cart page but didn’t make any purchase (Average chances for sales)
Audience 2 – Visited Checkout page but didn’t make any purchase (Higher chances for sales)
On your website’s cart page, highlight what extra you have to offer. Customers love new offers, coupon codes, and discounts. Thus if you have any coupon code or discount for a particular product, showcase them in the checkout process.
Moreover, if you keep the shipping free, it will bring a lot of smiles. Show the customers that they can get a great deal if they complete the checkout process. There are plenty of Ecommerce promotion ideas that can be apply to your store including
Percentage based discounts
BOGO (Buy 1 Get 1 Free)
14) Have Multiple Payment options
It is very important to have multiple payment options on your ecommerce site. With the increased use of plastic cash like credit cards and digital wallets, it is necessary that you keep all the options open. Doing so will help in improving conversions. Also, it will not turn away users who are habitual to a particular payment method.
As per above statistics users prefers to pay via Credit cards, PayPal (Electronic payment) & Debit card mostly so, these kind of payment methods should be there on your ecommerce story without fail.
15) Limit the Checkout Process
Follow the principle of KISS (Keep It Simple and Short) for your eCommerce website checkout process. The more clicks a user does on a site, the higher are the chances of cart abandonment. A report says, 28% of US online shoppers have abandoned an order in the past quarter solely due to a long or complicated checkout process.
So, keep the number of clicks to three, let a user choose a product, add it to the cart, and check it out, resulting in simpler, faster, and better conversions.
16) Minimize Distractions
The attention span of a person has drastically reduced to a mere eight seconds, so it is very important that you keep your website clean. Do not add too many banners or showcase too many ads. Cut off the unnecessary product.
These are some high priority steps to optimize the checkout process to grab sales from users who abandons the cart. Reach out to those users via Email, Ad platform, social media and every possible way so, they come back to your store and buys that thing. Just one thing – Don’t spam their news feed, timeline, mail box by showing the ad again and again else they will mark it as a spam and may not come to your store again in future.
However, seeing at the recent growth of the industry, it’s clearly not the case. According to Statista, retail eCommerce revenue from fashion apparels, footwear and accessories are expected to grow to 146 Billion USD by 2023.
A huge amount of investment is being done into this sector but due to Covid and other challenges, there are some limitations too. There are several key players today including Moda Operandi (valued at 650 million), Nasty Gal , ShoeDazzle, BeachMint and more. These numbers aren’t inflated but rightly show the opportunities and value proposition in the market.
Companies like Nordstrom, Neiman Marcus and Nike are setting new standards for online shopping and with new eCommerce technologies being invented every other day, the partnership of digital and retail works brilliantly.
However, in-spite of the huge growth and the opportunities, there also exist of online fashion brands struggling to survive. It’s a marketplace that is marked by frequent changes in consumption behavior and the inability to adapt leads to losses. Moreover, the online marketplaces like Amazon, Walmart are also acquiring a great % of total sales by not only introducing best selling products with lower price but also introducing various ads options.
It is necessary to understand that though the online fashion retail market enjoys the same characteristics, there are clear differences when you are trying to sell a particular kind of product in a particular market and targeting particular demographics.
Every successful fashion eCommerce brand has not just been able to find their competitive advantages but is also continually striving to set new targets, branding and marketing techniques. Attributes like pricing standard, packaging, delivery, communication, grievance management have become more important areas to focus upon than the quality of the product. To be able to establish a successful online store, brands need to understand what the customer seeks:
High quality content
Easy payment processing
Great customer support
Easy return / shipping policy
Social adoption and much more.
Looking at the successful fashion eCommerce players in the market and their online marketing strategies, here are some takeaways that newer entrants should focus upon:
1. Visual is as Important as Quality
When we are talking about physical fashion retail stores, the showroom experience also relied upon the quality of product display. Fashion brands have been known to embark in displays that give a larger-than-life image to the products. It essentially establishes the quality, authenticity, exclusivity and value of the product. However, when the same store goes online, visuals are limited to the photography content available on the page. It is thus necessary for online fashion eCommerce store that the quality of visuals should provide the maximum information to the audience, while heightening the perceived value. Professional product photography helps establishing the real feel of the fabric, material, stitch details, emblems and more. Navigable product photographs in successful fashion websites offer option for zooming into images to get a better look.
If you are a online jewelry shop, you can also implement feature like how product will look on body. Sometime, customers need to see about the appearance and this type of features will help them in selecting the right products.
Other than the product photos, the overall visual (website design and navigation) should feel shoppable. An eCommerce website in this case should be understood the same way you would design a physical store. Further, several stores also add product packaging pictures to let the customers know how they will receive the item.
Apart from just product images, eCommerce website can put clothing or jewelry product videos as well on landing page to showcase how product will look on Men/Women. Product videos has more impact compare to product images on customers mind. As per statistics73% more visitors will buy the products if they watches the product videos on site. So, make sure you add the product videos as well.
Pro tip: This is very important part of any eCommerce marketing strategy and highly recommended for the brand having lower conversion rate and higher bounce rate.
2. Don’t sell on the Homepage
The homepage of any online fashion store is more about establishing credibility and trust among potential buyers. The ideal home page is not for displaying products or its prices. Instead it should integrate marketing and promotional strategies that will encourage the visitor to explore the rest of the website before navigating to the product pages. The best you can do is display the product categories on the home page and create an intuitive interface that makes it easier to navigate to the inner pages.
We have seen many fashion eCommerce websites using home page to promote the offers and new launches specific to season. By incorporating this into your marketing strategy can be helpful to promote seasonal products.
Pro tip: Displaying customer reviews, brand achievements, awards and web security trust seals on home page can increase the conversion rate of your fashion eCommerce store.
3. Unique Story Telling Product Descriptions
Your products won’t sell if you are still copy pasting product descriptions from the manufacturer’s website and adding spammy Meta tags to enhance the traffic. The modern product description is all about being able to communicate the product’s value with a real story. A great example of such salable product descriptions are presented by ModCloth. Each of the description adds more life and personality to the product and adds reasons to why anyone should be buying it.
Pro Tip: User generated content like product review, ratings, questions and answer from the real buyer can boost the conversion rate & decrease the bounce rate of your respective landing pages. It also helps in organic search rankings.
4. Upload and Update Latest Products
For fashion eCommerce brand; the best way to entice a returning customer is to offer a new line of products that he/she might want to buy. A continuous updated inventory essentially signifies that the brand has something new and unique to offer. The same old stock photos will easily bore out customers, especially if customers are returning visitors. One time visitor might have seen those products for first time on your website but that doesn’t mean they never seen those products on other online fashion store. Even with the same kind of inventory, you can always go for fresh looks with new models, new styling and personalized product recommendation. There is no limit to creativity that can market a product.
Pro Tip: Same old content and catalog will not only annoy users but also will annoy search engines. Fresh and unique content along with latest trend of product will definitely help you in generating better organic traffic result into better business.
Personalized emails can be a very successful marketing tool, especially for an online fashion eCommerce brands. It is deemed as an instrument to build a long lasting relationship with the customer while acting intelligently to enhance the shopping experience. Email marketing campaigns can be strategically synced with buying behavior and preferences to make customers feel special. Discounts on birthday, anniversaries, etc have always increased conversions. Personalized emails can cover several aspects of shopping, including:
A thank you letter for purchasing products
Added to cart but not completed purchase (Remind them your product is in cart)
Customers who might be interested in new products added to particular categories
Wish list product updates (Those who have certain products in wish list)
While email is the top source for data analytics for marketers, it will also be a point of contact that customers will check from anywhere, from waking up in the morning to reading emails when driving to office. According to DMA report (2019), every $1 spend on email marketing; you can expect the average return of $42 and this is really huge return must say.
6. Don’t Forget to Build Email Lists
A key marketing tool used by most successful online fashion brands is an email subscription form. Whenever a new visitor lands on your website, a simple pop up form can collect the email details of the customer and add him to the list of subscribers. Building an email list through this and other means is essential to generate the maximum amount of attention to everything new that you do. Whether you have come up with a new product, a promotional sale or an event, it is best said through email newsletters. In above image you can see that how Moda Operandi provides sign up offer in subscription form while entering into the portal.
Pro Tip: Create further segmentation in your email list and avoid sending same email to entire list. Understand user interest and accordingly do the event based email marketing. This will help you to lower email unsubscribe rate and result in better conversion rates from your eCommerce email campaign.
7. Stay Real
The growth and popularity of social media has made marketplaces highly democratic. Brands no longer dictate fashion but the customer experience and reviews are. It is thus necessary that you stay real in your products, offering and other activities. Anything fake will be noticed and shared. To this end, many top fashion brands are using customer photographs as accompanying product pictures. While it might not look good as a studio photograph, it does add a lot of positivity. Maximize the opportunity by:
Advertising the right product
Advertising real photographs, especially those shared by customers
Advertising only what you can offer and not overstating
A good experience shared by one customer is equal to big paid promotion campaign. If you are also allowing other vendors to sell their products on your fashion store, then make sure the quality of images, description and other factors pass some real value.
8. Be Intelligent to Moderate Reviews
Customer reviews have always influence future buyer’s decision making. It is thus necessary that you moderate all product reviews and ensure that only the good ones are displayed. The better the reviews, the more are the chances of reselling. However, there’s also a limit to which you can choose to filter out the reviews. The purpose should be to help other customers make an informed choice and not just hear good things about the brand/product.
If you have very good mind to analyze the product performance then you can moderate reviews accordingly. Don’t moderate only good reviews blindly because it might cost you fortune. Some products on your online store might have high percentage of refunds & return orders, so here you can balance positive & negative reviews so visitors won’t buy blindly just by following positive reviews. Consequently, calculated inclusion of both positive and negative reviews should help you save money in refunds and return orders.
Pro Tip: If you receive genuine negative review for any product, approve it and try to put your point in reply. This will help other buyers to make their purchase decision easier.
9. Sell Look
Since you belong to the fashion industry, the main thing that you are selling is the look. Thus, instead of selling one particular dress, you can suggest other complimenting products and accessories that best go with the buy. You can promote complete looks created by a particular selection in dress, glasses, hats, shoes, sandals, watches, bags, jewelry, etc. Another alternative to selling in combination is to suggest related products (customers also viewed…) on the lading page. Check above image how ASOS provides buy a look suggestion on particular product.
10. Make Contact Process Easy for Customers
Though digitization has made shopping more convenient, we still look out for a human touch to the processes, especially when faced with difficulties and issues. To be successful, it is necessary that the customer finds it easy to contact representative. The common tools to this end include emails, chat, phone calls, social media communication, contact forms and others. You can also be creative to make this more convenient. One more important thing to keep in mind is the use of social media wisely.
We have seen some famous brands are using auto reply feature when someone mentions them online (Twitter) and later users badly trolls them for poor management. Try to give 100% personal touch and manage all complaints easily so later can track it. In recent Facebook update now Facebook Page will show the total % of response rate in particular time. So, give quick response to all messages on Facebook brand page as well.
11. To Sustain Customers, Provide Product Offers Time to Time
Every once in a while, customers need an impetus to continue with a particular shopping brand / shopping portals. This best comes in the form of discounts, offers, coupons, and the like. In a year there are plenty of various festivals and days where online fashion stores are providing huge discount offers on holiday sales like Christmas, New Year, Black Friday, Cyber Monday, St. Patrick’s Day and many more days. Don’t relief yourself after uploading discount banners on shopping portal. Reach out to the audience via Email Marketing, Google Ads, Bing Ads, Social Media and other forms.
Pro Tip: Checkout This Cookie law before you implement the same on your website. One need to strictly follow the same and make their website visitors aware that you are collecting cookies. You must follow GDPR while tracking any type of user data.
More information – https://eugdpr.org/
13. Find Vendors on ETSY
If you are in the process of creating fashion eCommerce marketplace, you will require sellers who will advertise their products on your website. The best resource to find top sellers in fashion niche is ETSY. Here, you can look for bands that don’t just match your product categories but also advocate your brand image while offering a great deal in pricing and delivery.
Pro Tip: Now a days many B2B portals are launched to connect buyers with manufacturers. Here you need to stay connected with proper channel with the help of such B2B portals to find best products at competitive pricing.
14. Market and Advertise Brands Intelligently
Depending on the business model you follow, it is necessary to evoke a trust benefit from your customers. For instance, if you are running a portal selling many different bands, it is necessary that you prioritize the marketing of your own fashion brand name rather than focus on the brands you work with. Advertising in this case should be very strategic such that you are placed above a particular brand and whenever a return customer is looking for a particular product, he/she would come back to your website rather than looking elsewhere for the brand.
To meet this end, you will need to:
Investment in ads at Google ads, Bing Ads, Facebook and Instagram catalogue ads
Participate in Google’s shopping action program which is currently available for selected merchants in USA and other countries.
If you owns online store then you should spend some time to define eCommerce Marketing strategies. For any eCommerce site one has to advertise their products on Google Ads, Facebook and Instagram ads and Bing Ads. This paid marketing platforms offers great solutions only designs for eCommerce websites.
For example, if you are selling even 10 products online then you can create shopping feed and shopping campaign in Google Ads & Bing Ads. Shopping Campaign will provide highest conversions, conv. Rate and ROI as they are the cheapest form of advertisements as compare to other campaign types.
Always think that your competitors are smarter than you. Yes, your competitors will never miss a chance to grab your customers and PPC platforms can play a key role in it. If your shopping portal is quite popular and you are not running Search Campaign in Google Ads by your brand name then you are losing huge opportunity to boost sales.
Competitors might be running ads on your brand name so whenever any users search your store name in Google they might see your competitor’s ad on first place and visit their store instead of your’s. So be intelligent and start running ads on your brand keywords. If you can spend some more money on marketing then don’t hesitate to run ads on competitor’s store keywords as well!
15. Train Your Customer Care Team
The nuances of customer care are changing drastically with the continuous evolution of the online fashion industry. The work they do is beyond handing logistics and delivery related troubleshooting. You will thus need to train your customer care team to be knowledgeable about industry trends and even be able to give style advice to customers.
The modern customer care team will address complains on social media, handle social posts and even track brand mentions across the internet.
16. SEO and Content Marketing
Content is still the king when it comes to online leadership. For fashion retailers, a key to success in this regard lies in fashion blogging and photography. Regular fashion related articles (4 to 5 lengthy articles every month) is the modern way of marketing brands and looks. They don’t just create interesting stories but also assist in the technical aspect of website marketing involving SEO (H1 tags, Meta Tags, Alt Tags, Internal Links and more). eCommerce store should have better content marketing strategies to boost ranks on Google on targeted keywords.
Pro Tip: Invest in influencers in your industry who would help market your brand among their audience and consequently, also offer a greater exposure to your products. Collaborate with leading fashion bloggers of the industry which might adds value to your store.
17. Adapt new features to drive sales from social media
I have seen that conversion rate is always low from social media traffic as compare to Google shopping ads visitors but if implemented properly, you can have a great numbers of sales from social media.
Facebook and Instagram has launched shop feature which will allow customers to directly place order on Instagram / Facebook without leaving the app.
Checkout this video:
Surviving the swell in the online fashion retail industry is difficult but if you are doing all the right things, there would be enough encouragement for you to continue experimenting, improving and learning.
Setting up dynamic display ads is very easy for an eCommerce website running shopping ads but what if you are running non-eCommerce business? Shopping ads is only possible when you are physically selling products on your website having active payment gateway integration. In this article, I will show you how to set Up Dynamic Display Ads or Dynamic Image Ads in Google AdWords (Now Google Ads) for Travel, Education, Real Estate, Jobs, Flights, Hotels, Application source code or any other non-eCommerce business.
Here, we assumes that you are aware of Google Ads and how it works, so we are giving you just brief what this article is all about and how it will help you.
Businesses & digital marketing agencies often uses common features of Google Ads like 1 or 2 search campaigns and 1 display campaign etc. to generate leads or sales. To running ads in Google Ads, businesses first need to understand:
Who are their target audiences?
Where to display these ads?
How many times one should see the ads?
Which will be the most relevant landing page to use? etc..
Whenever OLBUZ team works on any Google Ads project they always thinks from user’s point of view. Lets for example, currently we are working on one Ads project (Not an eCommerce business) and getting good sales in terms of sales and client’s expectations. Client is happy after seeing the performance from traditional search & display campaign but we always try finding a ways to drive more sales. We launched Dynamic Display Re-marketing campaign and within one month it started showing fabulous results. This article will show you how we achieved the goal and will explain:
What is dynamic display ads?
What kind of businesses can set up dynamic display ads?
How to create and upload feed for dynamic ads?
How to create dynamic display ads in Google Ads?
Each online purchase made on internet generally starts with a Google Search. If you have ever done that, you might as well have noticed that the small ads directly placed in the Google search engine result pages on the top or top right corner. That’s Google Shopping Ads displaying a picture of the product along with the price, the name of the product and the name of the advertiser/seller.
Here is one such example of Google Shopping Ads or Product Listing Ads
Ads like this come as 100% paid models integrating an auction process in Google Ads. A rapidly growing channel of marketing, it’s both a no-brainer and a highly profitable platform for merchants and plays very importance role in eCommerce marketing strategy. With an average 84% year-over-year increase, it is one thing that online sellers cannot choose to neglect.
The Shopping Feed by Google comes in a cheap format and integrates a high ROI for investors. You can even customize the feed with product groups and shopping campaigns using the easy and intuitive Google Merchant Center platform.
Now, let’s talk about Dynamic Ads in Google ads.
Dynamic ads come under the Google Ads Display Network and allow websites to “dynamically’ display product ads to users. This would be the kind of an ad a user sees when he/she is browsing a website, not limited to ecommerce or anything else.
If you are running a Dynamic re-marketing Ads; advertisements copies are generated automatically for products that were previously checked / browsed by the user on merchant website. Google remembers these products and remarkets them for the merchant when the user visits other sites through non-intrusive displays.
Dynamic Display Ads for different business types (Non-Ecommerce Business)
Dynamic Display Ads for remarketing allows you to create automatic feed of all your products with unique attributes like Product ID, pricing and images. When showing ads to end users, the item details are pulled from your feed and turned into an ads. Google Shopping Feed is only available for Retail (eCommerce brand) business but what about those who don’t have retail business and still wants to show dynamic ads?
Don’t worry, Google Ads allows other businesses to showcase their ads dynamically based on remarketing audience. So, if you are into non-ecommerce business or planning to launch new business then don’t worry this guide will help you.
For example, if a user had previously visited an airline website or checked flight prices online, he/she will show a repeat ad that is tailored for his requirements.
Similar to flight bookings, the remarketing could be about
Education Business Type (programs, courses, schools, colleges, etc)
Local deals (deal name, description, pricing, deal category, etc)
Real Estate (name of listing, pricing, location, etc)
Travel (destination, packages, location, and even custom ad listings – details to be provided and customized by the merchant).
If your business not falls into above category than choose Custom feed option.
The general attributes to posting dynamic display ads in any of the above categories is the same. However, business needs to provide complete information about the listing including their attributes, specifications and sample values.
For example, if you are running a local hotel, the dynamic display ad attributes would include property id, property name, website URL, image URL (to be pulled in for the feed), destination name, property pricing, sale pricing, rating, address and a tracking template (to redirect the end user to the item landing page).
I have recently checked some of the flats on Magicbricks.com and spend some time over there. After some time when i was surfing other websites above ad was displaying on them. That means Magic Bricks is also showing dynamic display ads to their remarketing audience. So, this is the remarkable steps to set up Dynamic Ads for real estate business as it will give the high number of leads.
If you are looking to create a new dynamic display ad feed, it can be easily done from the Google Ads Account. Retail businesses needs to sign up their business on Google Merchant Center to create shopping feed.
Things to remember before generating Dynamic Display Ad Feed
Feeds are essentially database of your products. While the rows in the spreadsheet are the products/services you are generating a feed for, the more important part of the documents are the columns that contain the attributes (unique IDs, pricing, images, description, etc). These are the details that would be used in the remarketing ad and give a repeat chance to end users to use the service or the product they were interested in. ID’s are important to add in your feed because it will be used by remarketing tag to connect with right audience.
Google Ads allows you to create feeds specific to user language and currency for multiple markets. However, there are limits to the number of feeds each merchant account can ask for.
How to create and upload feeds at Google Ads
Feeds can be uploaded to Google Ads in several formats including .csv, .tsv, .xls and .xlsx. Business Data on the other hand is compatible with UTF -8, UTF-16 and UTF-32. It is however recommended to use UTF-8. Data Transformation doesn’t accrue any loss but you also cannot hope to create in UTF7, UTF1, UTF-EBCDIC, SCSU, BOCU, GB-18030, Latin 1, or ISO-8859-1.
If you don’t know what values should be add in the feed than don’t worry just download the feed template for particular business from here.
Currently we are setting up Dynamic Display Ads for Travel business provides different tour packages. Business wanted to showcase dynamic tour package details to those audience who previously visited their website but didn’t inquire about it. Here is the Dynamic Display Feed example for travel business.
Make sure your all listed Final URL & Image URL is working else it will not show the particular product to end users. Once you prepare the Custom feed for your business than just follow below steps to upload feed in Ads.
Click on Tools & Settings
Now click on “Business Data” under “Set Up” segment
Now click on “+” button to create new feed
After that now go to “Dynamic Ad Feed” option and select your business type
Enter your feed name
Now upload and attach feed file here
Click on Preview button to see the complete overview of the custom fee
Once satisfied with the data then click on “Apply” Button
Check if there is any error in the feed. Feed approval can take up to 4 to 5 hours.
How to create dynamic display ads in Google Ads
First of all you need to add Global Site Tag to your website to tag users. Earlier there was a separate Remarketing Code Installation to track users but now all you need to set up Global Site Tag on your website. Check out this guide for correct step by step guide.
To create Display campaign, AdGroup and ads follow below steps.
Open Google Ads
Click on “New Campaign” button
Now select the campaign Goal
Select “Display” campaign type from the list
Now select “Standard Display Campaign” option from the list
Now set up Campaign Level Settings including Campaign Name, Location and Language
Set up Bidding Strategy for the Campaign
Add Daily budget for the campaign
Set up other important settings
Now go to Dynamic Ads option and check “Use Dynamic Ads feed for Personalized ads”
Select your uploaded feed from the drop down options
Now Skip Ads (We will create directly in Ad Group)
Save and Continue
Users can create Dynamic Display Ad directly in above steps but it won’t give the proper Ad preview thus we create ads separately here.
To create dynamic display ads follow below steps.
Go to Ad Group of newly created Campaign
Click on “+” button to create Ad
Now select “Responsive Display Ad” to create Ad
Add Final URL of your targeted landing page
Upload Image and Logos for the Ad
To see the preview of Dynamic Display Ad just click on “Computer” icon on right preview window
Now Click on “Save” to create Ad
You can see the ad preview on the right side and can make changes in ad color, font, call to action or any other format as per your website theme and relevancy.
So, it was the step by step guide of creating and uploading feed for non-ecommerce business, set up dynamic display ad and other important targeting.
Remarketing through Dynamic Display Ads scales up the opportunity of conversion to a great extent. Unlike other forms of Ads, these ads are large non intrusive and offers better CTR as compare to traditional display ads. They are of greater relevance to customers than ads that push random products.
Have you already set up an awesome eCommerce website for your business which is working perfectly fine?
If the answer is yes, then what next?
If you really think that your work is now complete, then think twice!
To stand ahead of the competitor, you need a comprehensive and all-inclusive eCommerce digital marketing strategy that nobody can compete with. A proper eCommerce marketing strategy is something that can bring visibility to your e-business among your potential customers in order to make a sale, get high ranking across leading search engines and establish brand value. And such a strategy is quite different than that of brick and mortar stores.
So, which sections should you actually focus on when it comes to marketing your eCommerce store? Actually, the options are many. From content marketing to link building, SEO, paid advertisement to sponsored marketing – everything you can implement using proper marketing strategies. To help you out in this, we have accumulated a useful eCommerce marketing checklist that covers all.
In this comprehensive eCommerce marketing strategy, I will cover:
Technical eCommerce SEO
Content marketing for eCommerce store
Natural link acquisition / Link building strategy
PPC advertisement and
So, If you want your eCommerce store to start generating business from the very first day, your will definitely love this guide. Without further ado, let’s start the discussion with technical eCommerce SEO checklist.
Technical eCommerce SEO Checklist
Technical SEO is the crucial part and a foundation for any eCommerce marketing strategy and if done rightly, it can ease your job in driving organic traffic in early stage of the business.
# Buying Domain / Choose the Right Name for the eCommerce Store
Buying perfect domain name for any eCommerce business is very important. Remember you are not just choosing the domain name but also choosing the company / brand name. Your eCommerce domain name will be your identity online. Here are few important tips to buy the right domain name:
Make domain name short and easy to remember
Use right set of keywords in Domain name (Not necessary but preferred)
Avoid numbers and hyphens in domain name
Make domain name meaningful and memorable
Use appropriate domain name extension (.co, .com, .org, .co.in, .net, .biz) – Very important
Research about various eCommerce portal domain names and check for the legal / copyright violation
Use trusted platform to buy domain name
Buy domain name for long period (To save cost)
If you are planning to launch your store in multiple countries, make sure you book country specific domain extensions as well.
Remember, having right domain name is very much important for eCommerce SEO so, make sure you have some good and easy to remember terms in your name. Finding right domain is all about good research so, make sure you choose best domain.
Once you finalize your domain name then choose trusted platform to buy domain. There are many domain registrar available online where one can register the name. Some of the most trusted domain registration sites are as below
Google Domains etc
# Buying an Expired Domain Name
Buying recently expired domain to launch your new website can give you multiple benefits only when it has a clear history. Here are few things to check before you buy an expired domain:
The type of content that was hosted on that domain
Backlinks quality etc.
Domain name includes your preferred word / key phrases
Domain name matches your expectations in terms of branding
If you are having expertise to do the complete expired domain analysis, you can opt for buying an expired domain for your new website. Else just go for a new and fresh domain name. If you already having store and looking to rebrand with new domain, you can do complete redirection to divert all previous traffic to this new one. Here is one more example of buying authority website to gain the benefits of existing traffic.
#Choose the Right Hosting Platform
This is the first component of your eComemrce website that you choose carefully. And do not opt for cheap ones. Moreover, here are a few things that you must consider before buying a web hosting provider for your eCommerce store:
Tips to Choose the right Web Hosting Company
Choose the cloud server if your plan is to expand the traffic in near future
Choose the eCommerce friendly web hosting provider
24×7 Customer Support
Read detailed review on trusted blogs
Check Uptime reliability
Check security features
Compare plan with other Hosting platform
A proper research is needed before choosing the right hosting for your eCommerce website as downtime may cost you business loss. Spend some time in web hosting forums until you find a few options worth trying.
For example, Amazon AWS and Google cloud are giving great offers for the startup to launch your first eCommerce application with very good online support:
# Install an SSL Certificate [Must + HIGH PRIORITY]
Gone are the days when people used to be unaware of online fraudulent activities and the importance of personal data security. Now they do not trust an eCommerce business site if it is not encrypted with SSL certificate. They expect all the details such as bank detail, credit or debit card number etc. given on the internet to be secure. And an SSL certificate gives that security. And when visitors can trust your website, you get loyal customers. Importance of SSL certificate for an eCommerce website is impossible to ignore because it helps you provide information security and build trust among your customers.
Single domain SSL will be sufficient but we recommend you to install EV (extended validation) SSL certificate as it will not only secure your domain but also will showcase the name of your business in browser (Green Bar). There are many trusted SSL certificate providers so, review plan and get SSL certificate for your eCommerce store accordingly.
# Website should be Malware Free
Detecting constant malware in a particular website by Google can result in blocking that website, possibly freezing traffic until the issue gets resolved.
Thus to avoid such unpleasant scenarios, always protect your site from malware. Here are a few ways to do that:
Choose the secure eCommerce platform and hire experienced developers
Keep updating your site plugins and themes
Choose trusted website security scanning software to scan your site and check for any existing malware and other harmful code that doesn’t belong to your site
Opt for Web Application Firewall to strengthen your website’s security
4xx and 5xx pages indicate a page is missing and a page with server code error respectively. Make sure that your site is not linked to any such page. If found, remove or replace the page. If you opt for a suitable replacement, don’t forget to set up a redirect from the 4xx page to the replacement.
How to check 4XX/5XX pages on eCommerce website
Once your website is ready, submit it to Google search console and keep checking all broken pages and errors provided by them.
Once you have a list of all broken pages of the site, make sure you redirect those pages to working relevant pages. If any visitor lands on 404 page page then he/she won’t visit other page on the site but rather quit the website and this way you can loose your potential customer as well.
You can always create custom and user friendly 404 page to guide users to find the page / category they are looking for.
# Internal Linking Structure
According to Moz, the internal linking structure in a website is useful for 3 major reasons:
It allows users to navigate a website
It helps in creating information hierarchy for the given website
It spreads link equity (ranking power) around a website
Moz explains the optimal internal linking structure of a website using the below image:
If you keep your website navigation user-friendly and follow this linking structure, it will increase the ranking potential of your web pages and pass link juice accordingly.
# Accurate Canonical Tag
To eliminate low-quality content from search engine results, Google algorithm penalizes websites that has duplicate content. Adding a canonical tag to a website can be a rescuer in such a situation.
For example, if your eCommerce website is abc.com and there are two URLs for different variations of a same product:
Or the same product is listed under different URL in multiple categories
Then you should add canonical tags to such pages to avoid any issue related to content duplication.
# Check No Index Tag
Being an eCommerce site owner you’re aware that there are some pages in your site for serving specific purposes but not responsible for increasing ranking or getting traffic for your site. But these pages are important for your site. You can add no index tag to such pages to prevent crawling these pages by search engine crawlers. Here are some pages that should include no-index tag:
Thank you page
Admin page etc.
Note – On 1st July 2019, Google Announced that use of “NoIndex” in Robots.txt is no longer supported by Google so, make sure you add noindex tag within the particular page only.
By adding a robots.txt file to your eCommerce website, you can tell search engines cralwer which pages they should crawl and not crawl. There should be at least two URLs that an eCommerce site should include in its robots.txt file – cart URL and Search URL.
For example, here is a partial view of Flipkart’s robots.txt file. Flipkart has mentioned cart page, review page and store page in its robot.txt.
If you are not sure about the syntax, better you ask your developers to create the Robots.txt file as per your requirement.
# Prepare XML Sitemap
A sitemap indicates the location of every page in a website. Other than showing the hierarchy of a website it also helps Search console to understand the structure of the site and search engines crawling the site. According to the search console, sitemaps are useful for –
Websites having lots of content that are not well-linked
Websites with rich media content
Thus you can understand how important adding and submitting a sitemap is important for your eCommerce website. For small sites sitemap could be small but eCommerce has millions of pages and hundreds of new pages added each day so, for that make sure you create dynamic sitemap.
# Follow Google Webmaster Guidelines
While doing SEO activities of an eCommerce store make sure you follow all the Google Guidelines. Otherwise, your site would be penalized and eventually your business will face a great loss. Make sure your webmaster don’t do any black hat SEO practice else your site and business will be in big trouble.
# Review Outbound Links
Outbound links has big importance in an eCommerce sites as it’s not a blog structure site and mainly dependent on internal linking structure. Outbound links are the one links which pointing out to other sites from your site. It means you are giving the back-link to other site. For an eCommerce site make sure you don’t give add much outbound links until and unless it’s relevant. Make sure you try to add social media links only which is also considered as outbound links.
# Set Structured Data
Using structured data for your eCommerce business website can enhance your products in search results with rich snippets and provide a real SEO boost. And when your site has a rich snippet, your brand stands out in the search results and the CTR gets increased. You can check how your site is performing after the inclusion of structured data in the Google structured data testing tool:
Structured data is very much important for any E commerce site because when you plan to create shopping feed to run product listing ads on Google then Google will recognize the feed structure from structured data only.
# Responsive Site (Mobile Friendly)
This is one of the most important point as Google has announced mobile first indexing in which they will only use the mobile version of your website for indexing and ranking the page. Here you need to make sure that the important content of the page must be visible on mobile version of your website. Apart from just indexing, mobile friendly website can also help you in acquiring more business as well. According to a recent report by Smart Insights, mobile users consume more than 2x minutes as compared to desktop users.
Thus make sure your eCommerce website has a responsive design so that it can be easily accessible on desktop, mobile, tablet and other smart devices. A responsive design attracts a broad group of audience, drives traffic and boost sales.
# Website Speed Performance
According to a news published in January 2018, a new ranking algorithm, designed by Google, is aimed to specifically downgrade the search rankings of really slow mobile pages. Google claimed that page speed will be a ranking factor for mobile searches.” John Mueller, the Webmaster Trend Analyst at Google said that: “the faster you can make your pages the more we can take that into account and it can help improve your rankings a little bit”. Make sure you keep checking the website speed test on regular bases and improve it.
By adding Schema Markup Code on your website you can help search engines return more informative results for users through rich snippets. Eventually, your site gets a prominent visibility in SERP and great CTR.
This is one such example of search result :
As the discussion on SEO checklist is over, let’s have a look at the content checklist that you should keep in mind while doing eCommerce marketing for your e-business online.
eCommerce Content Marketing Checklist
# Proper Keyword Research
Perform proper keyword analysis for your home page, category pages and product pages. Opt for long tail keywords that have high search volumes instead of generic terms. According to Moz, 70% of the search demand curve has been occupied by long tail keywords.
Only the right keywords can help you move forward with the content marketing for your eCommerce site. Thus you cannot just ignore this stepping stone.
Tips for better Keyword Research
Use right keyword research tool – “Keyword Planner”
Check competitor’s keywords
Check LSI keywords on Google
Don’t avoid Google Suggestions
Pick keywords from FAQ section
# Prepare Meta Tags
Once you are sorted with the keywords, prepare meta tags for all the important pages of the eCommerce site. Add targeted keywords to the meta titles and meta descriptions. Make sure both the title and description stay in the desired character limit. If you have thousands of product pages, set dynamic meta tags for all those pages with targeted keywords. Make sure you choose right keywords in Dynamic meta tags thus it don’t extend the length.
# Prepare Content for Pages
Add content to your home page, category pages, and all the product pages. Place your targeted keywords in all the pages’ content strategically. Do not stuff keywords unnecessarily in the content. Also, avoid making content duplication. Especially each product page of your site should have unique, informative and catchy content in short and simple format. Just have a look how Myntra has displayed this short and informative content for one of its product, i.e. a carpet.
# H1 (Heading) Tags
# Allow User Reviews
A staple for any eCommerce website is user reviews for its every product. 85% of customers trust online reviews as much as personal recommendations and you can increase your eCommerce conversion rate around 14-76% by adding reviews. Let your customers add reviews to your site by providing them an option to add it. Also, you can send emails a few days after you know your customers have received products asking if they need any service, and, if not, would they please leave a review.
# Add Q&A Section
Adding a Q&A section or an FAQ page to your eCommerce website can serve several functions, ranging from –
Alleviation of buying anxiety that your product page copy doesn’t directly address
Less burden on customer support by publicly giving answers to some common questions, either added by yourself or asked by your customers
# Related Items Comparison (To Increase Pages/Session)
At the end of the product page add related items comparison table and compare with other items to improve customers engagement and boost sales.
For example, if you search for teacups in Amazon.in and land on a particular teacup page, you can see related item section there as below:
Moreover, Amazon includes another section almost like the earlier section, titled as “Customers who viewed this item also viewed”.
Both these sections help customers compare products and they may buy more than they thought of before visiting an eCommerce site.
# Visual Content (Images should be High Quality)
The most crucial element of an eCommerce product page design is your feature image. It should be of high-resolution and perfectly centered. Furthermore, you should have at least 5-6 images of that same price from different angles in the product gallery. Such images can perfectly describe what your product is and how that can serve your customers’ purposes.
Take a look at the images of men’s running shoes in Flipkart below. They are clear and large, shot from different angles of the same shoes.
# Video Content
Adding a product demo video to your product page not only gives your customers that additional personal touch they require but also serves as a great traffic booster when you post the same video on various video sharing websites, like YouTube.
# Add Blog Section (Must for eCommerce Content Marketing)
Maintain a separate blog page on your website. Add high-quality and reader-friendly blog posts frequently. Make sure those posts are related to your business and can help your customers in some way. For example, if you own an eCommerce jewelry store, write posts on how to select the perfect ring for a wedding, how to finance the cost for the desired jewelry etc. Use targeted keywords in your blogs as well.
Now, let’s have a look at another important aspect of eCommerce marketing – link building. Below are some proven strategies to implement link building best practices and get great ROI.
eCommerce Link Building Checklist
# Guest Editorials
By posting guest posts on the guest blogging websites, relevant to your niche, you can reach a wide audience, create an impactful relationship with others in your industry, place yourself as an expert in your field and get quality backlinks for your site that helps Google to decide your site’s search engine ranking. Share something worthwhile. Use visual aids and add actionable information in your post.
# Existing Content
Keep an eye on what your competitors are publishing. Research properly to check if there is any site that publishes product reviews related to your site. Then contact those sites and find out whether they like your product. If they do, then approach them to link back to your website. This is one of the effective ways to earn backlinks to product specific pages on targeted keywords.
# Find Broken Links & Build Quality Backlinks
Finding broken links in popular posts, related to your niche and published online, and replacing those content with your content and your link is an effective way to build links. For example, One of Brian dean’s students, named Richard, was rewarded with a handful of high-quality backlinks for his post by implementing broken link building technique.
How to find Broken links on other sites
Install Screaming Frog tool to your computer
Download Sitemap.xml file of the site
Now add all pages to crawl in Screaming Frog tool
Export all Outlinks from Screaming Frog tool
Now filter all links in Excel file
Check page status again in Screaming frog tool
Filter 404 links and find original source
Now mail to site owner to replace link with yours
Well the process is bit lengthy to find accurate broken link but it’s worth. Once you get to know about the process then you will easily scrap all broken links within minutes.
# Host Contests
Giving away your products as prizes is a great way to engage customers and earn backlinks. Conduct contests and mention those on your blog with a good amount of joining time. Notify those sites that list such kinds of contests and earn backlinks from them.
Create your company profile across leading business profile listing sites and get great visibility. ‘This is an effective way to earn quality backlinks for your eCommerce business. Some of the business profile sites are Crunchbase, Angel.co, About.me and many more. Don’ forget to create profiles on social media sites as well including Facebook Page, LinkedIn Page, Pinterest, Twitter and Instagram.
# Image Credit
Many a time it has been noticed that there are multiple sites post content or product reviews in their own sites and use images from the eCommerce sites that are actually offering those products. But often they do not mention the source credit. Browse online and search for such places where your products’ images have been used but there are no mentions of your site as a hyperlink. Contact those sites and ask them to give image credit by linking back to your site.
# Conduct Survey & Publish Report
Sharing original research data is a reliable way to earn links. So long as you will research a topic that your niche audience care about, and you deliver information that they have not been aware of yet, you will stand a good chance of getting links and acknowledgement from other sources in your industry. Conduct surveys to capitalize on this option.
In the fourteenth point under the SEO checklist section in this post, we have mentioned a report by SmartInsights to show proven data that supported our statement there. Similarly if you conduct surveys and publish reports, other sites may use your reports, use in their blogs by mentioning “according to report” and link back to your site.
# HARO (HELP A REPORTER OUT)
Haro or Help a Reporter Out allows bloggers or publishers to ask a question regarding their next blog and other members can give answers with backlink as a resource. HARO has many quality platforms. Just sign up, read your daily emails and keep giving useful and share-worthy answers with your credentials.
If you consistently share helpful tips, there’s a possibility to be hooked up by anybody with a link.
There are multiple websites where you can list your upcoming discounts, offers, promo codes etc. and get backlinks. Just have a look at how Amazon has listed its ongoing offers in oneindia site.
# Participate in Interviews
Participating in an online interviews or sharing expert interviews across your site and social platforms can help you receive backlinks easily. Search sites that run interviews related to your business expertise. Contact them and express your wish to participate in such interviews and what knowledge you would like to share. Also, you can find people worth interviewing in your niche, invite them for an interview, create an initial buzz across social media and generate links.
# Video Sites
If you have product videos attached to product landing pages then you should upload those on video sharing platforms. For example, Allocacoc has shared its product video on YouTube and mentioned its site link in the description box.
# Review Posts
According to an advertising survey by Nielsen, 92 percent of people trust recommendations from other people over brand advertisements. The consumers trust the influencers they follow on social media. In fact, a study by Annalect and Twitter found that users have as much trust in influencers as they do in their friends. Thus try to reach out to renowned influencers, such as bloggers, vloggers, and product reviewers who can review your products and share across their own platforms. This works believe me 🙂
# Competitor Research
A proper competitor research helps you review websites relevant to your industry, assess your competitors’ websites performance, find out a number of backlinks and check online authority. You’ll understand what helps others in your field rank well and how to emulate a competitor’s strategy to earn backlinks too.
If you have implemented all the above-mentioned strategies and now want to spruce up your eCommerce PPC management, here are some useful eCommerce paid marketing tips that can meet your needs perfectly.
eCommerce Paid Marketing Checklist (PPC Ads)
# Choose Paid Marketing Platform
When it comes to sponsored advertising for an eCommerce business, there are plenty of platforms that you can choose from. Be it Google Ads, Facebook ad, Pinterest ad or Bing Ad, you can try anything that suits your requirement. Also, Amazon advertising is quite popular too. According to eMarketer, here are US net ad revenues at Amazon during the period of 2016 to 2020.
Each and every PPC platform has it’s own advantage, benefits, competition, targeted audience and set up process. On Google Ads, Bing Ads, Pinterest Ads, Facebook Ads and Instagram ads you can advertise products from your online eCommerce store and all platforms are based on Pay-Per-Click model.
On Amazon Ads & eBay ads you can’t advertise products from your online store but can only advertise those products which are on your Amazon and eBay store. Amazon Ads is based on Pay-Per-Click model where as eBay Ads has Cost per Sale model.
If you are still confused about which platform to choose then don’t worry you can contact OLBUZ PPC team on firstname.lastname@example.org any time.
# Set Up Proper eCommerce Tracking in Analytics
To track the revenue being generated via the paid campaign you are running, you must set up Google Analytics code. There is an eCommerce tracking feature also available in Google Analytics account that you can take advantage of. Using eCommerce tracking feature eCommerce business owners easily see the product performance data directly in Analytics. Also, you can set up a goal in Analytics to measure your visitors’ particular actions on your site. It will help you track micro conversions as well.
Further, if you don’t want to leak any conversion then make sure you set up click event tracking on website as well. Yes, few eCommerce site takes order via calls only so, in that case track data of how many customers clicked on phone number from website itself.
# Set Up Conversion & Remarketing Codes
Once you set up account in PPC Platform them create conversion code from platform itself. Well, each platform has their own code name so, please follow below details.
Now generate conversion code on each platform and add conversion code on the successful checkout page of your eCommerce site to track when a customer completes an action, such as buying something, signing up for a newsletter, adding a product in cart etc. via your website or app. Moreover, by adding a remarketing global site tag, UET tag and Pixel Code, you can show your products ads to the people who have already visited your website. This can trigger more sales for your business. As mentioned earlier you can set conversion code on click event as well.
Adding conversion code on eCommerce site is very much important, because without it you won’t be able to track right orders and revenue.
# Keep Your Shopping Feed Up To Date
To run product listing ads on paid platforms you must create product shopping feed with all required data including product id, product name, product description, product image, product price, MPIN, GTIN and other important attribute.
To make your products attractive enough to the people so that they tend to buy those from your store, it is important to keep your shopping feed up to date with fresh, accurate and comprehensive data. If you really want to help your customers have a smooth shopping experience every time, make sure your users see the same information about the products in shopping ads that they will see on your website. Check out the shopping feed update by Google Merchant Center to keep your data feed up to date. Watch the below video to know how to upload your data feed in your shopping ads.
# Prepare Shopping Campaign
Creating a shopping campaign is a must if you want to start investing in paid eCommerce marketing. To do this, first, understand the product feed and category very carefully and structure your shopping campaigns accordingly. It should be prepared based on your product categories, prices, custom labels, quantity and gender-specific. Once these sections are specified, allocate budget to each and every campaign according to bidding methods and location targeting. Here is a comprehensive video where within just 5 minutes you can have a profound knowledge about creating shopping campaigns.
Remember, The process of creating a shopping campaign in both Google and Bing is quite similar. But if you want to create your campaign on Facebook, the ads should be based on audience and interests.
Here is one such example of product listing ad on Google.
# Optimize The Shopping Campaign
Here are a few ways to optimize your shopping campaign and ads:
Depending on the items you are selling, break your campaigns in categories based on product type, brand name, profit margin, performance etc. You can also run A/B testing and figure out the best possible way to generate maximum revenue.
Place extensions such as product prices, site link, location extension etc. to improve your ad presence and increase search impression share.
Schedule your ads based on your target location and audience
Adjust your bids. (Location + Device bids)
Segment the data and remove Search partners if it has high spend
Start smart shopping campaign (Highly recommend)
Optimizing shopping campaigns correctly can give you great ROI over the period of time.
# Brand Search Campaign
To check if any of your competitor’s ad is visible online on the same keywords that you are also targeting, test Google search result by entering your brand name on a daily basis. Invest in a brand search campaign to get the most bang for your spent buck. The price of your branded keywords bid may fall due to their high quality score and CTR. And thus you can get super cheap bids on those keywords. And moreover, when you bid on your own brand name, you can surely keep your competitors out of the picture.
# Remarketing Ads
We have already mentioned the benefits of adding remarketing code (Global Site Tag) to your site in an earlier point. You can create dynamic product ads or custom image ads to cater to your visitors who didn’t initially convert on your website. Especially product image ads are highly useful because they display the latest items the visitors viewed, aiding you to keep your products and brand top of mind.
We recently searched for a few products on Amazon but did not buy. Since then we have been seeing Amazon’s remarketing ads whenever we visit any other place in Google.
Just have a look when we were reading an article on Google, how those remarketing ads were visible there –
You can create dynamic remarketing ads for audience like
Added product in cart but not purchased
Initiate Checkout but not purchase
Visit particular product category but not purchased
Viewed product but not added to cart
Many such combinations
Hope you find this checklist useful. Following these guidelines, your eCommerce sales will surely explode. You can implement all the strategies or just pick a few that suit best for your business. Is there any other strategy you want to add? Feel free to tell us about it and share your success story. We’d love to know.
Acquiring new customers has never been easy, especially when you are a new brand in the market. Further, with the help of technology and spreading awareness among customers, selling a product required a lot of research and promotional creativity. A few decades ago, marketing was all about printing a few ads and banners for the local streets. But with the present surge of internet and social networking platforms, marketing strategies had a major makeover. To understand these changing trends, it would be a great idea to look back at marketing leaders over the ages.
In 1960s, the ways of promotion were a lot different than it is today. The medium of spreading the word was mostly limited to the three networks; television channels, radio & newspaper. Further, the messages were largely literal and were crafted mostly for female consumers. In those days, the styling was all about suits and cigarettes. A fountain pen and a martini would symbolize status. The consumer on the other side had little purchasing information and accepted anything that was put through.
It was in the 1970s when the first hint of creative marketing was seen. Though most nations were fighting political unrest and economic pressures, the expenditure of consumers too reached an all-time high, propelled by inflation and hoarding behavior. During this decade, ‘Positioning’ was the most popular advertising strategy and it was considered as an effective way of placing the ads of your product in the mind of the target persona. The 1990s brought forward several new brands and we saw a boom in marketing strategies. Door-to-door selling was replaced by electronic marketing and we started using digital media and accompanying technologies for product promotion.
In this ever-growing industry, the core marketing concepts are still the same and very much functional. In this article, I will be sharing my views on those old marketing ideas and will compare the same with the current marketing strategy.
Here is the list of old marketing strategies that are still effective:
#1 Influencers are important
The idea of brand ambassadors and celebrities was introduced in the 80s, largely by a few big brands. But looking forward, it has been a distinguishing aspect of brand identity today.
It was in the 1980s that marketing became more intense and consumers got more demanding. This was also the period when we saw a rise in the fashion industry. Designer labels like Calvin Klein introduced a whole new range of products and employed celebrities like Kate Moss during the start of her career in the early 90s. Campaigns became more seductive and promotion needed some ambassadors that the end-user segment related to. In this light, we also saw the widespread popularity of jeans in the fashion industry. Currently, we have seen such influencers as well in the fashion industry like Kim Kardashian and Kendal Jenner. In today’s world celebrities have huge followers on various social media platforms and are known as social media influencers, they charge around $10K for a single tweet or an Instagram post.
#2 Believe on Visuals
Though the world largely buys from the internet portals, visual advertisement still plays a prominent role in choice making. With so many competitors for every single product, it is through creative visuals that marketers can appeal to the senses.
Multiple advertisement mediums have been introduced including TV, radio, billboards, magazines, Internet, direct mail, and newspapers. Advertising became an integral part of the life of an average user since the 1970s and this was well supported by growth in TV usage. Advertisement placing was well researched and scientific and more emphasis was laid upon fact-based marketing. Music was introduced with the advertisement for better brand recall.
Currently, there are plenty of online advertising platforms available in the market like Google AdWords, Media.net, Criteo & AdRoll on which merchant show their ads and it directly reaches the target audiences. These platforms help in achieving huge success because it benefits consumers, advertisers, and companies as well. On the other hand, social media marketing is also a plus point for companies to reach out to the targeted audience. Companies love to promote their Advertisement banners on platforms like Facebook ads, Twitter, Pinterest & Instagram Ads which gives great ROI in terms of branding and sales.
#3 Reaching out to customers
It was due to the limitations of technology that our previous generations weren’t able to pass on the information effectively. In old times, businesses reached out to customers via newspaper advertisements, Radio, Banners, TV’s, etc. But today, social media platforms present a solid stage for reaching out individually to customers and groups. Every major brand has a vast social media presence today and has been investing more in social campaigns.
Here, I would like to give a small example of how social media marketing helps companies at the branding level. Coca-cola is one of the top soft drink companies founded in 1886. As per reports it has only served around 9 bottles per day in the first year and today it sells around 1.9 billion bottles daily globally. Coca-cola changed its marketing strategies frequently over time based on the market trends, brand ambassadors and competition. Today Coca-cola has around 106 million likes on Facebook and around 4 million Twitter followers which show that consumers still have faith in this brand. Coca-cola runs impressive online & offline marketing campaigns and tries to reach out to the maximum audience.
#4 Branding is pure business:
Again, the visual impact seems to be the competitive advantage of a brand. One can easily associate with the Nike or Adidas logo, but there are thousands of good sports manufacturing companies. Creative designing and Infographics have certainly taken an authoritative ground. A logo is one of the most important factors when it comes to branding. If you closely see the branding campaigns of famous companies then you will notice that most of the companies use red color in their logo as it is bold primary color and consumers can easily remember the logo for a long time. Most of the companies like Coca-Cola, Puma, Virgin, Toyota, Canon, and Netflix uses the red color in their logo.
#5 Trends are always on the high
Trends seem to be fleeting, changing with every new introduction. As such, marketers and brands at large should be the carriers of changing trends and just not follow them. Here, one needs to understand the trends and predict the marketing strategies in advance to meet the expectations of changing human behavior. If the brand doesn’t change with the trend, it will lose a large market share like Nokia.
#6 Discounts and offers still work
While the modern consumer always makes an informed decision, discounts and fair price has always been a welcome move. Discounts and offers have also been a major element to gain a competitive advantage. In this era, the discount and offers are mainly known as Black Friday & Cyber Monday deals. In November & December month which is mainly known for holiday sales, all local & online stores provide huge discounts & deals for consumers. As per fortune report in 2015, online shoppers spent around $4.45 Billion on Black Friday & Thanksgiving day.
The way a consumer thinks will keep on changing but marketing strategies need to be a step ahead and should be able to anticipate the change. Modern consumers have been taught to be completely aware of what they are buying and whether there is a better alternative or not. The challenges for the marketer are thus enormous and it is with creative abilities and wider research that a successful brand identity can be established. However, there are still many things from the early ages of marketing that stick to the core of the process. Marketing strategies have always been about research and understanding our customers. The same will continue to apply.