If you want to go global, then Shopify SEO is essential.
It’s expected that the global ecommerce market will total $4.89 trillion this year. That figure is estimated to grow over the next few years, showing that borderless ecommerce is becoming a more profitable option for online retailers. With this in mind, it’s important that your international SEO strategy is fit for your ecommerce business’s needs.
First, let’s discuss exactly what international SEO is, and then look at the best Shopify SEO techniques to ensure you reach a global audience and expand your business with confidence.
What is international SEO?
International SEO is the process of optimising your Shopify store so that search engines like Google can easily identify which countries and languages you want to target. SEO efforts include but are not limited to targeting preferences, content localisation, and multilingual link building.
Shopify SEO best practices
1. Think like a local
When you’re entering new territories, there’s lots to consider. That’s why you should always start with initial market research. This is where Google Analytics comes in handy. Use this to review your current international organic search visibility and calculate which international regions you should prioritise, making sure you note down the different languages and currencies you’ll need.
Also, you’ll need to do some keyword research and competitor analysis in the relevant languages and locations. This is because key search terms are not universal, so what might be your main target keywords in the UK aren’t necessarily the same in the US or a country that doesn’t speak English.
And, keep in mind that although Google is the go-to search engine in most countries there are exceptions to this rule. For example, in Russia it’s Yandex and in China it’s Baidu.
So, now you’ve done your SEO research it’s time to technically structure your Shopify store.
2. Set up URL structures for international markets
Your URL structure sends a signal to search engines that helps determine the location and relevance of your site. There are three main URL structures:
Country-code top-level domains (ccTLDs)
ccTLDs use two-letter codes to indicate to search engines which country a website is registered. They target specific countries and regions, but not languages.
For example, Adidas automatically targets users in Germany with the following ccTLD: https://www.adidas.de
A subdomain is a domain that is part of a primary domain address. Subdomains include the country code at the beginning of the root domain name. They are created to organise and navigate to different sections of a Shopify store that may be extensive in content or different thematically. Subdomains can be used to create specific pages targeting particular countries and regions, which is useful if you’re operating in international markets and the language of your site needs to be adapted for each country.
For example, Gymshark use this subdomain to target France: https://fr.gymshark.com/
A subdirectory, otherwise known as a subfolder, houses a subset of your content. The subdirectory is located to the right of your root domain. For example, here’s Apple’s UK subdirectory: https://www.apple.com/uk
There is no one-size-fits-all solution for URL structures. The most important factor is that whichever structure you choose, you must stick with throughout your internationalisation efforts. Consistency is key when it comes to Shopify SEO.
3. Implement Hreflang tags
International Shopify stores have a lot of duplicated content. For example, your products may exist on yourshop.com, fr.yourshop.com and es.yourshop.com, which can significantly dilute your search engine rankings. This is where Hreflang tags come in handy. They are a HTML attribute that tell search engines when there are alternate versions of a page intended for different regions and languages.
4. Craft unique content
When it comes to your Shopify store’s content, remember the differences in languages and terminology.
Avoid using Google translate as this often generates incorrect translations and you could end up making some very embarrassing mistakes. Instead, consider employing a native speaker from the country you’re targeting to write highly relevant and unique content.
5. Link building and outreach campaigns
Finally, you need to build links in the countries you want to reach.
From guest blogs and online magazines, to social media collaborations and podcast appearances, it’s time to get your brand’s name out there. Get creative, the possibilities are endless!
Your Shopify SEO agency
If you have global domination in your sights and are looking to scale your Shopify business internationally, you’ll need to make sure you implement these Shopify SEO best practices discussed in this article. Not only will they boost your search performance in the regions you want to target the most, but they will also provide your customers with a better user experience, which will ultimately lead to more conversions.
As a leading Shopify agency, our team of SEO experts have helped hundreds of brands conquer internationalisation, and we can do the same for your business. Get in touch today!
Creating a community of like-minded customers replicates the traditional word-of-mouth marketing method, and the advantages of brand loyalty help you stand out in a crowded market. An active online community provides insights into customer preferences, increases customer retention, improves brand reputation, and decreases support costs – all of which lead to more customers and more revenue.
Building a following of loyal customers is a long-term tactic to create a sustainable brand. Think of brands like Skims that have nurtured a cult-like following of customers that jump on their latest products the moment they’re released.
Building a community is crucial for generating brand trust and loyalty that keeps shoppers coming back for more.
Reviews help add a layer of credibility and social proof, enabling shoppers to feel understood, provide a space to share stories, and build trust, all of which are important in building an online community.
Here, our partners at Okendo discuss everything you need to know about reviews and how you can leverage them to build and shape a loyal community.
Why reviews are integral to brand community
They help you build trust: reviews allow you to show shoppers how authentic you are by showcasing the real life experiences of your customers.
They help you deliver optimised customer experiences: reviews allow you to collect valuable feedback that can be used to create optimised customer experiences, from your customer service and internal processes to the products you offer.
They help you nurture customer relationships: reviews provide a way for merchants to engage with customers and also help identify how they should be engaging with them based on the reviews they leave.
They help you build word-of-mouth marketing: reviews enable customers to discuss a brand or product publicly online which generates buzz and encourages shoppers to share their own experiences.
How to build a community with reviews
Reviews help brands build and nurture a community by providing customer stories that resonate. Seeing their own wants and needs reflected in other shoppers can spark a connection between shoppers. More than that, reviews instil brand loyalty and increase customer retention, which can create a cult-like following of consumers that hang on every word you say.
Here are some actionable ways you can cultivate a community with reviews:
1. Use attributes
Attributes allow shoppers to filter through reviews on your website to find like-minded customers. As well as creating a personalised experience, this also provides you with valuable customer and product data that can be used to improve the products you create for your community.
2. Respond to reviews
When customers interact with negative reviews, brands have seen an 85% increase in conversion rates. Why? Because it helps the brand become more authentic and allows you to show off your customer service. But responding to reviews in general is a savvy tactic you should be doing. Consumers actually find businesses that respond to reviews 1.7x more trustworthy than those who don’t.
Identify customers that have left four or five-star reviews and offer them an incentive to share your brand with a friend. These will be some of your most loyal customers, which makes it more likely that they’ll recommend your products to their inner circle.
4. Reward customers for reviews
Rewarding customers who leave reviews helps you create a collection of UGC that cements your community when building customer loyalty. Customers are more likely to come back and purchase from you again if you offer them an incentive, like a discount code or a voucher for their next purchase.
You can take this one step further and offer a sliding scale of incentives based on the quality of a review. For example, a customer that writes a text review can unlock a 10% discount, while customers that leave a visual review can get 15% off their next order.
5. Make reviews visible
Don’t hide your reviews away! Make sure they’re visible across your site and on other marketing channels to encourage community and help build your word-of-mouth strategy.
Some places you might incorporate reviews include:
Okendo’s powerful features let merchants collect and display reviews across their site and throughout their marketing materials. Filter reviews by attributes to help customers find like-minded shoppers, generate UGC to showcase on your site, and offer rewards to customers who leave a review.
Okendo enables fast-growing consumer brands like Knix, SKIMS, and Zitsticka to leverage their most powerful asset; their customers. Okendo has all the tools brands need to capture and showcase customer-generated content including product ratings & reviews, photos and videos, and Q&A. Brands use this content to build shopper trust, drive conversions and maximise CLTV. Headquartered in Sydney, Australia and with offices in Miami, Florida, and a Shopify Plus Technology Partner, Okendo is trusted by over 3,500 leading direct-to-consumer brands.
Putting a product live on your Shopify store is easy, right? All you have to do is add your product image, description and price, and just like that, millions of customers around the world can buy your product.
Unfortunately, it’s not that simple. The way you add a product to your Shopify store affects how it ranks in search engines, and ultimately whether your customers can find what you’re selling.
Here are a few simple tips and tricks you can follow to boost your store’s SEO and improve your products’ visibility:
Never underestimate the power of your product titles, particularly for SEO. For the best results, each product title should be as descriptive as possible and should include important information about the product itself, such as colour, size, and manufacturer if possible.
Here’s two examples of a product title for the same product:
As you can see, example 2 is longer and contains more detail about the product (it’s for women, it’s meme clothing, and it’s screen printed). This helps search engines like Google recognise how relevant your product is to a user’s search and ensures you rank for searches related to the keywords you have used in your product title.
Product descriptions are your opportunity to help your customers understand as much as possible about your products. This includes fabric, fit, special features, place of manufacturing, and so on.
When it comes to product descriptions, keywords are vital. But, be careful not to overdo it – no one wants to read content that’s jam-packed full of keywords and adds very little value.
When writing your product descriptions, focus on originality and readability. Customers prefer easily digestible content, that helps them understand the product in as few words as possible. Also, it’s imperative that you consider your target audience and what they want most out of your product.
We recommend using brief descriptions, followed by bullet points about the product’s key features. And why not go one step further and add reviews and user-generated-content to your product pages to make them really stand out?
If you need some inspiration, check out our client, Cosatto’s fantastic product pages – they tick all the right boxes:
It’s surprising how many merchants overlook the importance of high-quality images on their product pages. Images should be professional, offer a 360-degree view of the product and uploaded in an optimised format. Then, the image size needs to be reduced as much as possible so it doesn’t affect your page speed (but, be aware not to sacrifice the image quality in the process). Compression tools like tiny.png are great for this.
Product image alt text
Again, an enormous number of brands ignore the product image alt text. It’s a simple and easy task, so there’s really no excuse for not doing it. All you need to do is click the ALT button where your product image loads, then enter your text, which can just be a brief description of your product. Do this for every product on your Shopify store and watch your rankings rise to the top!
Product variants will differ based on your product offering in terms of size, colour, price, etc, but there are few things to keep in mind. It’s best practice to fill in as much information as you can in these fields. And, make sure each of your sizes has inventory tracked, so you don’t sell more products than you have.
For SKU numbers, these can be made according to your internal system or Shopify can automatically generate these for you. If your product has a barcode (ISBN, UPC, GTIN, etc.) click edit on the variant and enter it into the proper field.
Search engine listing preview
For every product you have, you must edit the search engine listing preview.
The title can either be the same as your product title or you can make it more keyword focused.
For your meta description, this can be the same as your product description, but keep in mind that it must be 160 characters or fewer.
And, your URL and handle should be short, snappy and include unique keywords from the product title.
This section is where you can choose which channels you want to sell your products on. Luckily for you, Shopify comes out-of-the-box with some great integrations such as Facebook, Amazon, eBay, Pinterest, which gives you more opportunities to reach your customers on multiple platforms. However, be aware that some channels like Amazon come with extra fees that will eat into your bottom line.
This is where you keep track of your products internally. For example, if you’d like to keep track of product type (jackets) or vendor (Adidas), you can do it all here. Some Shopify themes will have options to show your vendor entries on the collection or product page, but it’s best practice to enter the vendor and product type if you show it or not. This allows your products to be easily categorised by type or vendor in smart collections.
The organization section also tells you which collection the product is included in and has a tag field so you can add keywords. You can use these tags as a condition on a collection, for example, a product tag ‘footwear’ will automatically add the product to a footwear collection.
The organization tab is essential for seamless site navigation. Get this wrong and it will seriously affect your sales. That’s why it’s imperative to take your time with this tab and put some thought into it for optimal results.
While you might think the product editing page is simple, many merchants fail to take advantage of all its features and rush the process. However, if you standardise the process and approach your product pages strategically it will lead to better search engine results, boosted visibility and more sales.
If you need support implementing the process or want to learn more about how you can boost traffic to your Shopify store, then reach out to our SEO experts, today!
Ecommerce brought choice, price and convenience to the masses in its infancy. During a meteoric rise, the use of customer analytics, influencer marketing and personalisation cemented online retail as a truly dominant force. And over the last 12 months, ecommerce became the essential method of acquiring goods, right down to the basic necessities, as we were all locked in and the physical world closed for business. However, as 2021 shows signs of hope and we carefully return to the outside world, the overwhelming consensus is that we have some physical, tangible, real world catching up to do.
The question is where does this leave those brands who have sprung up online over the last few years, selling direct-to-consumer, purely on their own web stores. They have cultivated huge followings on social media, particularly Instagram, and have all the ads, analytics and conversion tactics in place to be a truly successful online merchant. But these are brands without, at least in the short to medium term, any plans for bricks and mortar stores. What may be missing, therefore, is any form of real connection to the physical world and the customers that inhabit it. Is there enough to build a brand on without in some way forming meaningful, human and emotional connections with those people buying?
Here, our partners at Peoplevox share 3 tactics that D2C brands can use to make an impact outside of their digital world…
Tactic #1 – Make your clothing brand into a members only community
The Couture Club is a fashion brand established in 2015, with designs created out of its city, Manchester UK. In case it needs spelling out: “Deciding on the name because every piece is individual and unique; ‘Couture’ and ‘Club’ because we wanted to build a community that in effect, not only join us by buying into our product and style but also into our culture and what we stand for.”
So much more than just another label, this business is built from the ground up as a membership community. By joining the club, you become entitled to exclusive gifts, VIP early access, priority tickets to special, one-off events, and other extras like birthday vouchers, gift cards, loyalty points. The clothes bring it all together – like-minded people sharing ideas and styles. Going a step further, rather than relying on the typical ‘influencer’ model for social media marketing, The Couture Club has invested in partnerships with people at the core of pervasive cultural moments: Deontay Wilder, Lethal Bizzle, Jesse Lingard. Pioneering sportsmen and musicians with whom the community has more deep-rooted connections than ‘just another Instagram account’.
Its club has values and stands for something. It is something you can be a part of, and get genuine value from. In this way, the brand was a living, breathing thing in the real world a long time before they eventually opened their flagship store.
Tactic #2 – Translate online influence into real-world pull
The pride of the Shopify pack, Gymshark is the master of ‘URL to IRL’ (the brand’s words). From its early days blowing up fitness trade shows with vast crowds, one-off local events, activations for key product launches, collaborations with athletes and culminating most recently with its first retail-focussed, month-long pop-up. The brand has developed a reputation for bringing energy to fitness everywhere it goes, inspiring growing audiences.
It’s through these events that the values of the brand become clear, and that community they work so hard to engage online becomes an experience offline. Their secret, perhaps, is the names they have aligned with the brand. Athletes, models and content creators, who have massive followings in their own right first and foremost, seem to create some kind of magnetic pull at these events, drawing fans from far and wide to meet face to face those they idolise and follow online. Even if it’s just for a picture for the brand’s socials! The net result is translating followers into footfall, first-time buyers into long-term customers, and product sceptics into brand believers.
Tactic #3 – Create a sensational unboxing experience
Our last play is a clean winner down the line. Federer-esque. Not only is it about brands turning something that looks good online into something that feels brilliant when it lands on the doorstep, this is full-cycle, brand-building user-generated marketability.
Pretty early on into the direct-to-consumer movement, brands like Dollar Shave Club, Harry’s and M.M. LaFleur took on the challenge of turning cardboard and tape into an on-brand, value-add experience. And it’s smart – the packaging is your first physical impression of a previously online only concept. So, whether it’s the quality and finish of the box itself, the layout and design without the box, a personal touch or handwritten note, or some extra freebies as a cherry on top, the things brands do to package the items ordered are the things that will live long in the memory. And because we live in the social age, by memory we mean that customer’s Instagram, TikTok, Snapchat or YouTube channel.
It’s also the golden change to reinforce with your new customer what your brand is all about. Ethical company with a sustainable outlook? This is the time to find creative ways to reduce waste and use eco-friendly materials. For high-end fashion boutiques that are all about luxury and sophistication, high-quality materials and elegant branding make a lot of sense. A minimalist basics brand isn’t really adhering to their own vibe if the box their clothes get delivered in has 10 sheets of paper and 4 compartments for foam peanuts…
It’s clear huge corporations are going to extreme lengths to track, measure and learn from both the offline and online activity of customers. Nike asks you what shoes you are wearing on its running app to inform regionalised merchandising strategies for their stores. Google tracks whether ads shown on a phone relate to physical visits using location tracking. Fast-growth brands on Shopify can’t compete with this, but they don’t have to. Instead, they need to continue pursuing these more human ways of bringing their brand to life. Social has allowed them to expand their audience at an awareness level, but it’s only when they can be translated into a real-world experience that they inspire loyalty, togetherness, that feeling a part of something that leads to brand ambassadors and customers for life.
Peoplevox, a part of The Descartes Systems Group, is a warehouse management system designed to address the challenges e-commerce warehouses face. It’s built with all the features needed to take you from scale-up to enterprise, ensuring you deliver remarkable customer experience with every order.
With so many features and updates, Facebook advertising can seem like a daunting place if you’re not a digital marketing pro. However, the multiple benefits it can bring make it a vital addition to your Shopify store. And as Facebook is one of the most popular advertising platforms on the planet, your Facebook ads must be set up correctly to maximise campaign success.
In this guide, you’ll learn what a Facebook Pixel is, how to set up a pixel on your Shopify store, and the different ways to use a pixel to boost conversions and drive ROI.
What is Facebook Pixel?
The Facebook Pixel is a tracking code that is generated from your Facebook Business Manager account and it captures specific actions visitors perform on your website.
You can use the data your pixel collects to show your Facebook and Instagram ads to different audience segments. And you can use it to re-target and re-market to people who have visited a particular page or taken a specific action on your website.
In short, a Facebook Pixel allows you to advertise the right content to the right people at the right time.
Why should I add a Facebook Pixel to my Shopify store?
Adding a Facebook Pixel to your Shopify store is a no brainer. Here’s why…
How brilliant would it be to show your ads to people who have already shown an interest in your brand?
Well, Facebook Pixel allows you to create custom audiences so you can do exactly that.
By creating custom audiences from pixel data, you can tailor your ads to different audience segments based on the products they’re interested in.
For example, if you own an eyewear brand and you want to promote a new line of women’s sunglasses, you can create a custom audience of people who have previously shown interest in women’s sunglasses or general women’s eyewear in your store. Also, you can create a custom audience of people who added various women’s eyewear to their cart and display ads promoting your new line of sunglasses.
Not every customer who visits your store will make a purchase. But this is where Facebook Pixel can help. The pixel allows you to capture data regarding visitor behaviour, such as cart abandonment or specific page views, and use this information to create retargeting campaigns using dynamic product ads. These ads are great for encouraging customers to return to your store and make that all-important purchase.
Creating lookalike audiences using Facebook Pixel for your Shopify store is a surefire way to gain lots of new customers. This is because lookalike audiences are groups of Facebook and Instagram users with similar characteristics to people in your source group.
Facebook has a rich data pool which can prove particularly useful when it comes to targeting audiences who are more likely to convert.
For example, if you create a custom audience of people who made purchases on your Shopify store, you can then create a lookalike audience of people with similar characteristics.
You can use Facebook advertising to increase the number of sales on your Shopify store by asking Facebook to optimise your campaign for purchase.
Based on your pixel data and Facebook’s database, your ads will be shown to users who are prone to purchase and are interested in brands like yours.
How to add a Facebook Pixel to my Shopify store?
First things first, if you haven’t already, you’ll need to create your pixel.
To do this, you’ll need to visit your Events Manager > Connect Data Source > Web > Add pixel details.
There are three ways you can add a Facebook Pixel to your Shopify store:
Use an integration or tag manager
Manually install the pixel code
Email instructions to a Developer
Using an Integration to add the Facebook Pixel code to Shopify
If you’re on Shopify the process is simple. Here’s how…
In your Shopify admin, click Facebook in the Sales channels section
Click Settings, and then click Data sharing settings
In the Customer data-sharing section, click the Enable data-sharing
In the Choose data-sharing level section select Standard, Enhanced, or Maximum
Select your pixel from the list. Or if you’re yet to create a pixel, follow the instructions to create one
Now click Confirm
Adding the Facebook Pixel code to your Shopify store manually
If you find coding a breeze, then this might be the option for you. Put the pixel code in the global header of your website. To do this, look for <head> </head> in your code or find your header template to upgrade the global header. Then, paste your Facebook pixel code in the middle of the header code, after <head> and before </head>.
Have a Developer add your Facebook Pixel code to your Shopify store
If you have a Shopify Developer who helps you maintain your site, you can simply email them the code and instructions to install the Facebook Pixel. This is the ‘Email instructions to a Developer’ option. Once the Developer has confirmed the pixel is installed, you can check whether the Pixel is working properly by using Google Chrome’s Facebook Pixel Helper extension.
After you’ve verified that your pixel is working, you’re ready to start creating your custom audiences and advertise on Facebook and/or Instagram. With constant monitoring, you’ll be able to scale your ads in no time.
A custom conversion is created by selecting a completion page and naming the conversion. For example, a completion page could be a thank you page similar to the below example:
Facebook also allows you to choose the category for the custom conversion. These include…
Add Payment Info
Add To Cart
Add To Wishlist
The clever thing about custom conversions on Facebook is that once they’re created they’ll be tracked for all your ads, whether you’ve optimised for it or not. At any time you can create a report for one of your Facebook ads that will show you the conversion rate for your custom conversions.
Facebook Pixel Standard Events For Shopify
When someone takes an action on your Shopify store, Facebook Pixel logs it as an event. Facebook already has a standard list of pre-defined events that are common across ads. These include…
Add Payment Info: Fires when customers enter their payment information during checkout
Add To Cart: Tracks data when customers add products to their cars
Add To Wishlist: Tracks when customers add products to their wishlists
Complete Registration: Tracks when people sign up for an event or email subscription
Contact: Tracks when people get in touch with a business
Customise Product: Fires when people customise a product on your Shopify store, like choosing a colour
Donate: Tracks when visitors donate to a cause
Find Location: For helping to find one of your locations
Initiate Checkout: Tracking customers who reached the checkout process by clicking a Checkout button
Lead: For allowing a visitor to identify themselves as a lead on your website, such as submitting a form or starting a trial
Purchase: Fired when a visitor completes a purchase and ends up on a Thank You landing page or confirmation page
Schedule: For booking an appointment with your business
Search: Fired when someone is searching for something on your website or app
Start Trial: Fired when a customer trials a product or service you offer
Submit Application: Fired when someone applies to a product, service, or program
Subscribe: Tracks when subscriber volume
View Content: Fired when a visitor visits a landing or specific product page
The above standard events also support parameters, which let you track specific information about an event. This includes…
Number of Products Purchased
Custom Events For Shopify
In contrast to custom conversions which are tied to a URL, custom events don’t need to be. Instead, conversions are tracked by adding code to a specific page. Custom events are used when brands want to collect more in-depth data than a standard event.
How many Facebook Pixels do I need?
Facebook allows you to create up to 100 pixels in your Business Manager account. We’d recommend only setting up multiple Facebook Pixels if you have lots of different websites with different audiences.
Your Facebook Advertising Experts
Hopefully, after reading this article, you know how to successfully add a Facebook Pixel to your Shopify store. But, if you still need assistance, we’re happy to help.
Our team of Facebook advertising experts have a proven track record when it comes to helping brands get the most out of their Facebook Pixel. We build highly targeted audiences for ad campaigns that drive conversions and improve ROI. We can do the same for your ecommerce business. Get in touch today!
Customer experience plays a pivotal role in building brand engagement, boosting retention and driving revenue, but all too often, merchants fail to capture customers’ attention from the get-go. Why? Because of poor ecommerce personalisation.
The most successful brands are the ones that keep their customers happy by giving them what they want; a personalised experience. Gone are the days of a one-size-fits-all approach. Customers expect, in fact, demand a shopping experience that suits their needs and makes them feel like a valued customer. So, it’s your job to give them exactly that.
In this article, we discuss what ecommerce personalisation is and how you can achieve it to boost your business’s conversion rate…
What is ecommerce personalisation?
Ecommerce personalisation is a marketing tactic that merchants use to tailor a customer’s shopping experience based on the user’s needs or interaction history. This includes product recommendations, email marketing or targeted promotions.
The level of personalisation depends on the kind of information you collect about the customer. For example, the customer’s location, browser history, purchase history, or level of brand engagement.
Simply put, ecommerce personalisation is the practice of delivering the right message to the right customer at the right time. So, for your ecommerce personalisation strategy to be successful, it must add value to the customer.
Here’s how to determine your personalisation strategy’s value…
When you implement ecommerce personalisation, there’s a whole host of benefits including…
Increased brand loyalty and advocacy
Boosted brand engagement
Stronger customer relationships
Reduced acquisition costs
Higher customer lifetime value (CLV)
Sounds good, right? Keep reading to find examples of how other merchants are using ecommerce personalisation to grow their businesses.
20 Ecommerce Personalisation Examples
Now you know the basics of personalisation and its benefits, let’s explore how other merchants use ecommerce personalisation to grow their businesses.
#1 Seasonal content
Seasonality significantly impacts how we shop, particularly when it comes to fashion. Customers look for different products depending on the time of year.
You can get prepared early and pre-empt this interest by implementing on-site banners in your homepage navigation or include notification and offers that are tied to the changing seasons. Highlight summer and winter clothing ranges, as well as holiday promotions like Halloween, Christmas and Black Friday.
But be mindful that seasonal content will not apply to every segment of your market. For example, the UK is currently in the middle of winter, but in Australia it’s summer. So, you must account for seasonal variations in different countries and hemispheres.
Why not go one step further and implement weather-targeted product recommendations. This is a great way to influence buying decisions based on real-time weather and is a surefire way to gaining a competitive advantage over our competitors.
#2 Geo-location alerts
If you have separate international stores, it might be a good idea to implement geo-location alerts when your customer lands on your site. This way a customer is redirected to the right site (currency) if they land on the wrong one.
#3 Personalise your homepage
Think of your homepage as your shop window. It’s your customer’s first impression of your store and it’s a prime space for advertising products, promotions and offers.
Whenever a customer lands on your homepage, they should see a host of personalised links to their preferred categories, suggested items, recently viewed products, and more. So, leverage what you know about a customer and use this to tailor their shopping journey in an easy-to-use way.
#4 Personalising product recommendations
One of the most popular and effective ecommerce personalisation examples is personalised product suggestions. For each product, there are other products users have bought and viewed. Related items are a great up-selling and cross-selling tactic.
What’s more, adding ‘recently viewed’ products to your customer’s journey is often the extra push they need to make that all-important purchase. This is because most buyers browse before buying, so when they’re ready to buy they can easily come back to your store and find the product they were looking for.
Also, we’d recommend promoting bestsellers and trending items on your homepage. This creates a sense of urgency and increases your conversion rate.
Homepage: Bestsellers, Recommended for you, Trending right now, Recently viewed
Product page: Related items, Similar items, Recently viewed
Collection page: Bestsellers, Recommended for you
Checkout page: Recommended for you
#5 Show continuous shopping for returning customers
Many high-growth ecommerce businesses use the ‘Continue shopping’ tactic, allowing customers to pick up where they left off in just a click.
This approach remembers your customer’s selected items and preferences through previous sessions, making it easier for them to buy.
#6 Personalised search results
As an ecommerce business, there are a lot of things you can do to make your customer’s shopping journey smoother.
For example, you can utilise what you know about returning customers and show the most relevant information when they search. Offering category suggestions allows your customer to keep their search broad, whilst focusing on their interests.
Similarly, you can tailor the search results page by displaying personalised recommendations based on browsing history. And if you add cross-selling and upselling promotions to the mix, things can really get exciting!
#7 Personal emails
A surefire way to take your business to the next level is through email marketing. It’s cheap and effective. However, with so many emails cluttering your customers’ inboxes these days, you’re going to have to create emails that are jam-packed with personalised content, killer CTA’s and high-quality imagery to stand out.
Also, you must segment your customers based on shopping behaviour including most visited pages, wishlists etc. And include product recommendations and imagery in your emails.
#8 Message customers on important days
As we mentioned above, personal emails are a great way to boost conversions. So, why not go further and message your customers on special days, including birthdays and anniversaries? These kinds of emails and personalised offers make the customer feel special and prompt purchase, as well as building loyalty and engagement.
#9 Re-engage with past subscribers
One of the best ways to re-engage dormant customers is to send personalised emails that spark their attention. This includes something as simple as a ‘we miss you’ email to remind the customer they haven’t shopped with you in a while. Or a juicy discount code to entice them back to your store.
# 10 Abandoned cart emails
An excellent way to win back lost sales is through automated abandoned cart emails. Often it’s the case that the customer has got distracted during their shopping journey, so a friendly, personalised reminder can be the helpful prompt they need.
#11 Let your Ccstomers personalise their products
Another great personalisation tactic is giving your customers the flexibility to personalise their products. Whether it’s a colour change or adding gift-wrap, these small touches can make a huge difference. So, if it’s possible to offer personalisation options, do it.
#12 Freedom to set marketing preferences
Allow your customers to pre-select general marketing preferences when signing up. Doing this will give customers control over the kind of marketing content they receive, which means they’re more likely to convert because the promotions and updates will be specific to their interests.
#13 Use live chat
Just because your customers are choosing to shop online doesn’t mean human interaction is no longer important. In fact, customers crave a deeper connection with brands, particularly during a global pandemic.
Rather than leaving your customers to search for the answers themselves, offer an instant live chat feature which will save them time and make them feel valued. Live chats are conversational and offer the customer a more human touch, which boosts loyalty and improves customer experience.
#14 Use chatbots
In recent years, chatbots have become increasingly popular, enabling merchants to interact with their customers 24/7 – great for scaling businesses with customers in various time zones. Some people argue chatbots lack a personal touch, but this isn’t a problem when you use AI-driven chatbots because they recreate the experience of talking to a real person and can even offer personalised product suggestions.
#15 Let customers save their favourite items (“Wish List”)
It’s inevitable that whilst browsing visitors will come across products they like but aren’t ready to buy.
When you implement a ‘Wish List’ function to your store, it allows customers to save items for a later date – increasing chances of purchase.
You could also incorporate ‘Wish Lists’ into your email marketing efforts. For example, if a product in a customer’s wish list is low in stock or discounted, inform the customer via email. This will create a sense of urgency and increase the chances of a sale.
#16 Show your customers name when they’re logged into their account
This is a simple example of personalisation, but you’d be surprised how many stores don’t do this.
When a customer is logged into their account, show their name in the header. It’s a quick and easy way to reassure customers that they can purchase without having to input all their information or login again. And they’ll also know that they can access their account features in just a few clicks.
#17 Multiple shipping options
It’s important to offer customers a variety of shipping options. This is because some customers are willing to pay extra for speedy shipping, whilst others aren’t in a hurry and would rather save. The more options, the better!
And don’t forget to be transparent about your shipping costs from the very beginning. No customer wants the surprise of paying more than they bargained for at check-out. So, display your delivery options on product pages with clear CTA’s.
# 18 Personalised re-targeting ads
Once a customer has visited your store, you’ll have a better understanding of what products they’re interested in. You can use this behavioural insight to re-target them and create a personalised shopping experience.
There are lots of options when it comes to types of content you can use when re-targeting. For example, you can show customers their recently viewed items or suggested items based on their browsing history. And you can also remind customers of products they abandoned in their cart. This is where tools like Facebook pixel come in handy (despite what you may have heard about the latest iOS14 update).
#19 Personalised post-purchase experience
A customer’s shopping experience doesn’t end at check-out, so why should personalisation? This is where a post-checkout page comes in. It’s the perfect opportunity to engage your customer further on a deeper, more personal level.
There are a few ways merchants can do this, including a referral incentive, a CTA to sign up to a newsletter or a discount code for the customer’s next purchase.
#20 Personalise your pop-ups
Personalisation can significantly improve the effectiveness of your pop-ups, not to mention enhance the customer experience.
Several tools on the market can help you create personalised pop-ups based on your customer’s interests. You can also customise when in the customer journey you would like the pop-up to appear. The key is to make your pop-up as unintrusive as possible.
However, some customers find pop-ups annoying, especially when they appear frequently. So, always follow best practices when it comes to pop-ups and avoid distracting your customer from the end goal; the purchase!
As you can see, offering your customers a personalised experience doesn’t mean you have to redesign your whole ecommerce store. But it’s something that should be taken into consideration if you want to boost conversions.
As always, it’s important to take an omnichannel approach. Personalisation isn’t just about your website. You need to include other channels including email, SMS, customer service and social media.
At Velstar, we take a data-driven approach to personalisation. We leverage the very best technology to create highly personalised, targeted content that customers love. If you’d like us to help you, get in touch today!
To shed some light on what the iOS 14 update means for your ecommerce business and how you can prepare, our Paid and Organic Social Media Manager, Rob Watts shares his thoughts.
What will the iOS 14 notification look like?
The notification expected to land on all devices using iOS 14 once launched will look something like this…
What does it mean for businesses running ads if a user has decided to opt-out?
If users decide to opt-out, we expect to see fairly drastic changes to how we report on the data provided. This includes shorter attribution windows, zero demographic data in breakdowns when reporting, only 8 standard and custom optimisation events, and more than likely smaller re-targeting audiences because of higher prioritised events now being noted.
In short, this will mean that we will see less reported conversions overall, not ideal!
Back in 2015, a similar update was introduced to iOS 13 that gave iPhone users the option of allowing/giving Facebook & other apps access to their geographical location when the apps were not in use.
This change saw an opt-in rate plummet from 100% to less than 50%, which we think you’d agree, is a drastic drop! Could this latest update follow suit?
Maybe, but it’s not all doom and gloom as Facebook is reportedly working on something that will help with the loss of attribution we as advertisers are expecting.
Facebook has been rather vocal about their stance on the changes, both on their owned platforms, as well as more traditional platforms like newspapers and forums. This is just one of the newspaper ads they’ve taken out to express their feelings on the matter.
Alongside the newspaper ads, they have also released a statement saying:
Now, we do have to point out that the figures Facebook has used are only precautionary, and at this stage, we’re all completely unsure of how close or far away the actual numbers will be. However, it’s worth noting that Facebook has released this statement to express concerns and put pressure on Apple to reconsider the decision. As this update could potentially have severe consequences on smaller businesses and agencies across the global.
So, what can you do to prepare for the changes?
Verify your domain Although there’s not much information as to why, Facebook has hinted that verifying your domain will be beneficial in the long run, so get your domain verified, the sooner the better! To help, Facebook has a list of steps you can follow.
Conversion tracking events The update will mean only 8 conversion events per domain will be allowed. This includes standard events like purchase or add-to-cart, as well as your custom events! If you are currently using more than 8 events, it’s time to take a look and see which ones you need to keep and which ones you may have to drop.
Email database Focus a percentage of your current Facebook ad efforts on increasing your email database to rely less on the Facebook Pixel optimisation for re-targeting. As an agency, we’re currently seeing an incredible return on our email campaigns for clients, many of which had never looked at email prior. If you’ve neglected emails before, now is the time to start thinking about them!
Analyse your current data Start understanding how many purchases/conversions/leads currently come from iOS devices. The breakdown report tab in Facebook Ads Manager is great for this! From here, you can start to gauge how your reporting figures may be affected and come up with a contingency plan.
So, that’s all we know for now. As the situation unfolds and more information is released, we’ll continue to keep you updated as best we can.
This isn’t the first big change in the marketing world, and it won’t be the last!
But if you’re worried about how the iOS 14 update will impact your ecommerce business and need support, get in touch with us today we’d be happy to help.
Since the global pandemic, online shopping has soared, but so too has the activity of fraudsters. In fact, The World Trade Organisation reported price gouging, product safety concerns, deceptive practices and cybersecurity threats have all amplified, particularly during the first few months of COVID-19.
From fake personal protective equipment (PPE) to knock-off cosmetics and clothing, the online market is saturated with counterfeit products as shady businesses try to exploit consumers. And this exploitation shows no sign of slowing down.
This rise in fraudulent behaviour is significantly impacting consumer trust. More than ever, customers are questioning the legitimacy of online businesses and worrying about their personal information being stolen. So, if you want customers to buy from you, you’re going to have to prove that you’re a trustworthy and genuine brand.
Why is consumer trust important in ecommerce?
92% of consumers have concerns about purchasing from unfamiliar websites. This could mean lost sales for your business. When consumers don’t trust your online store, they won’t purchase your products – it’s that simple!
The trust between your customer and your brand is key to ecommerce success. When you build a genuine connection with a customer, it not only increases conversion rates but also creates brand loyalty.
So, how do I build consumer trust? Building trust requires strategy and effort. You need to appeal to your customer’s individual needs, whilst remaining authentic. Here’s how to do it:
1. Personalise your ‘About Us’ page
This is one of the most under-used tactics to build trust. Your customers don’t want to read a sales pitch full of jargon. Instead, they want something genuine. So, get creative.
Your ‘About Us’ page is where you can form a deep connection with your customers. Share your business story and what makes your products unique. Give your customers a reason to associate themselves with your brand.
2. Detailed product descriptions
We can’t stress enough how important product descriptions are. This is because they massively impact consumers’ purchasing behaviour.
The more detailed your product descriptions are, the better! From measurement descriptions to materials used, be sure to give your customers all the information they need.
Also, be careful when writing copy. Nothing screams ‘scam’ more than copy jampacked full keywords with no real meaning. Of course, SEO optimised content is important but ensure the copy resonates with your target audience and is easy to read.
Why not go one step further and introduce reviews & other UGC content to your product pages? It communicates authenticity and provides social proof – which customers value!
3. Regularly post and engage on social media
Fraudsters aren’t just saturating ecommerce marketplaces, you’ll also find them on social media platforms such as Instagram and TikTok. Your brand must be active on social media, conveying the genuine nature of your business.
Consistently update your social media channels with fresh, targeted and quality content. Regularly interact with your followers and reply to customer enquiries quickly. This will go a long way in building trust with your customers and offer them an insight into your brand’s personality.
If you feel like you don’t have the capacity or resources to update all your social media channels regularly, it’s best to focus on the key platforms your target audience uses.
Another great way to establish trust and authority is through influencer marketing. Social media influencers have already established trust with their followers and through the power of personalised content that trust can be transferred to your brand.
If you need some inspiration or help to get started, our team of social media managers are here. We have years of experience in helping global brands reach millions of customers on social media, get in touch.
It’s no surprise that the rise in the number of hackers and scams has led to concerns regarding data protection.
5. Transparent shipping and returns information
There’s nothing worse for a customer than reaching the checkout and seeing unexpected shipping costs. In fact, 64% of consumers cite shipping costs as the most important factor when it comes to purchasing decisions.
To prevent consumers from abandoning their carts, make your shipping costs and timelines clear. Be honest with your customers from the get-go to avoid disappointment.
Another important factor to consider is your returns and refund policy. Offering a flexible returns policy may help make that all-important sale.
6. An efficient customer service and support team
Customer concerns about the legitimacy of a store are immediately raised if they can’t access customer support information. So, be sure to make your business information accessible and visible throughout the site. This includes an FAQ page, your business’s physical address and other relevant contact information.
Consumers can be wary of brands that leave customer complaints and concerns unanswered. The key is to respond to a customer promptly and professionally. This will go a long way in earning customer trust and brand credibility.
In conclusion, establishing trust and authenticity is not difficult. For most ecommerce businesses, it’s just a matter of communicating honestly and openly with your customers about your products and service. Investing time and resources into quality content, customer support and service will help you gain consumer trust in no time.
But if you still need further advice, then get in touch – we can help!
It’s no secret that this year hasn’t gone as planned. COVID-19 brought with it chaos and destruction, changing the way we live our lives forever, in particular how we shop.
Increased social distancing measures have forced people online more than ever before. In fact, online shopping has increased by 43% in September alone.
Looking back on 2020, the businesses who have come out on top are those who have adopted an omnichannel approach. And though we don’t know for certain what 2021 holds, it’s clear that omnichannel is here to stay.
To help you plan for 2021 as much as possible, we’ve rounded up a list of predictions on which omnichannel trends you need to look out for.
1# Shoppable video content
In 2018, Instagram introduced shoppable photo posts. This allowed ecommerce brands to sell their products on the platform. Shoppable video content allows customers to shop in exactly the same way. When a customer watches a video, they can click on the price tag and be redirected to a brand’s online store.
Besides Instagram, many other social platforms have jumped the bandwagon of shoppable video content. For example, TikTok recently announced a new partnership with Shopify, so more brands can continue to reach millennial and Gen Z audiences.
It’s predicted that Shoppable videos will gain significant popularity in 2021. If you want to stay ahead of the curve, you must include them in your 2021 strategy.
In need of some inspiration?
The international beauty brand, Maybelline, has taken the omnichannel trend to the next level. They give their Instagram followers the ultimate shopping experience with shoppable videos and images.
At the start of 2020, live streaming gained momentum across the landscape of ecommerce as more and more D2C brands recognised its marketing power.
Streaming live is a brilliant way to immediately connect with your customers and bring your products to life in real-time. And when you add influencers to the mix, things can really heat up – allowing you to get in front of different audience segments.
As the demand for live streaming continues to rise, other platforms like LinkedIn, Twitter and Twitch have had to adapt and introduce Live features. So, if you want your brand to stay relevant in 2021, live video is the way to go.
3# The move from me to us
There’s no getting away from the psychological impact of COVID-19. Some people have gone months to almost a year without seeing their friends or family. Consequently, more than ever people are craving a connection with others.
In 2021, consumers will look to their favourite brands for a sense of community. They’ll be attracted to brands that are authentic and honest.
Some brands are already way ahead of this trend – incorporating it within their marketing strategy in 2020. For example, Soko Glam founder Charlotte Cho, tells the brand’s Instagram followers about her favourite Korean dramas, engaging in conversion and asking for recommendations. Not only does this humanise the brand, it also strengthens customer relationships in a way that feels authentic and meaningful.
4# Apply customer data offline
The chances are you’re already leveraging some data to understand your customers and maximise conversions, so why not apply this to other sales channels?
73% of customers use multiple channels during the buying process, so be sure to apply customer data. In fact, most customers prefer an omnichannel experience, so make sure you’re tracking your customer behaviour.
User research, analytics and social listening can all be used in combination to get under the skin of your audience. Building a deep-data picture will enable you to keep up with ever-evolving trends and engage with your customers more effectively.
Prepare for 2021
Q1 is almost here, so you need to start planning now if you want to hit the ground running in 2021.
There will always be things you can’t prepare for. But we hope by shining a spotlight on a few trends and insights it will go some way in helping you remain ahead of the curve.
But if you still need more advice, our team of ecommerce experts are available. Get in touch and see the difference we can make to your online business.
As 2020 draws to a close, we have seen a surge in influencer marketing. Merchants have become increasingly dependent on ecommerce to make up for the lack of footfall through brick and mortar stores. As a result, they have turned to influencers to provide a connection between consumers and commerce that the disruption of this year has made difficult.
The rise of influencer marketing is hardly surprising! Not only does it boost a brand’s social media presence, but it’s also a cost-effective way to boost revenue.
Here, we deep dive into what influencer marketing is and explore why it should be an integral part of your marketing strategy:
What is influencer marketing?
First things first, let’s look at what an influencer is. Put simply, an influencer is someone within your niche who has authority over your target audience. An influencer has accumulated a large following on one or more social media channels – and they can have anything from 1000 followers to millions.
Influencers have formidable power over buying behaviour and can easily help turn screen-scrollers into buyers, with just one or two social media posts. This is because influencers continuously engage with their followers and curate content that their followers can relate to. In turn, this offers brands like yours the perfect opportunity to tap into this existing interest and use it to promote your products.
This is where influencer marketing comes in. It’s the modern-day version of celebrity endorsement. The new digital age has brought with it mass social media consumption, which has allowed influencers to take centre stage. A once expensive and hard-to-reach marketing tactic has been redefined and is now attainable more than ever before. Influencers are the new celebrities of social media. They allow brands to promote their products to the masses for a lot less money.
What are the benefits of influencer marketing for your online business?
1. It builds trust with your target audience
It’s no secret that when a customer trusts your brand, they’re more likely to buy from you. Unlike traditional marketing strategies where it can take years to build a relationship with your audience, with influencer marketing you can build trust quickly, right from the get-go.
You might be wondering why influencers are trusted so much by their audiences. The answer is simple, authenticity. An Influencer is followed by their audience because they have the same likes, dislikes, and share the same values. This positions the influencer as someone similar to their followers – someone who has their best interests at heart.
Influencers who have a dedicated following and the knowledge of how to speak to them in a relatable way enables them to create highly personalised content even when they’re advertising your product.
When you choose the right influencer for your brand, it will allow you to tap into an already existing community of loyal followers who crave content.
2. Helps you reach a niche audience
As we mentioned before, an influencer’s community is built around a shared interest. Their audience follows them because they want to see the specific type of content they produce. This means their followers are interested in their niche, which can be a highly profitable opportunity for your business.
Put simply, a niche is an influencer’s USP. It’s what sets their content apart from others and makes them the go-to influencer for certain types of inspiration.
For example, a generic fashion influencer is all well and good, but if this influencer has carved themselves a niche around certain types of clothes or a specific style they emulate, their audience will be more focused and receptive. When an influencer has a clear, defined niche, they’re more likely to form deeper, long-lasting relationships with their followers. This will result in higher engagement, generating more ROI than traditional tactics.
However, it’s important to note that when you’re choosing an influencer ensure they reflect your company ethos and share your brand’s values. If they don’t, you’re at risk of an inauthentic partnership which can have catastrophic consequences for your ecommerce business.
3. Influencers can generate quality leads
Because influencers allow you to tap into precise audiences with specific kinds of content, there’s a high chance your brand message will resonate and lead to conversions. In fact, 50% of marketers report better quality leads through influencer marketing. This is great news for your business because better quality leads mean more conversions, and more conversions mean higher revenue.
4. Improve your SEO
Working with influencers can also improve your ranking on search engines like Google. This is because they improve your link profile by generating more inbound links to your website.
What’s more, influencers often have their own high-authority sites with quality content and large online audiences, which in turn boosts your rankings and increases brand visibility.
5. Build brand awareness
Finally, one of the greatest benefits of influencer marketing is that it builds brand awareness. With so much content floating around on social media these days it’s hard for businesses to stand out and reach their target audience. When you collaborate with influencers, you cut through the noise.
As mentioned earlier, influencers have already done all the hard work for you – they’ve built a loyal community of followers. All you need to do is get the influencer to feature your product/service on their social media profile.
As you can see, influencer marketing can be hugely beneficial to your ecommerce business. Its true power lies in its ability to attract your target audience without bombarding them with overly salesy content. It can strengthen your relationship with consumers, improve your brand’s online presence, and drive conversions.
Ecommerce influencer marketing experts
Do you want to hear more about how influencer marketing can grow your business? Get in touch with our team of ecommerce marketing experts today! We have years of experience when it comes to building meaningful relationships with influencers and connecting brands with millions of customers. Let’s get started!
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