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 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 Customers 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 Retargeting 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, it’s worth noting that 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.
Here 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 it also creates brand loyalty.
So, how do I build consumer trust? Building trust requires strategy and effort. You need to appeal to your customers’ individual needs, whilst remaining authentic. Here’s how to do it.
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.
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!
Regularly Post & 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 enquires 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.
Transparent Shipping & 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.
An Efficient Customer Service & 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 video 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 andhonest
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 consumer 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!
So, you’ve successfully made it through BFCM. The crowds have settled and the mania of last weekend is feeling like a distant memory. You’re probably thinking it’s time to sit back and relax, but you’d be wrong! There’s a bunch of new customers that have come your way over Cyber Weekend – it’s your mission to make sure those customers stick around.
Often merchants will see a deep dip in sales soon after BFCM – it’s not uncommon! We call this the Black Friday Cyber Monday hangover. This is because new customers gained over the holiday season often have a lower overall lifetime value. Despite this, LoyaltyLion has found that 46% of customers would return to a shop they’ve already brought from, versus 14% who wouldn’t. So, it’s clear that failing to re-engage new customers and convert them into loyal repeat customers is a missed opportunity.
Here are a few simple tips for how to beat your BFCM hangover and increase customer lifetime value (CLV):
Reviews are a great way to build long-lasting relationships with your customers because they show you genuinely care about what your consumers think. Sending your new customer a review request in their welcome email shows that your brand values its customers.
Think about the huge numbers of shoppers who have flocked to your store over BFCM, this offers you the perfect opportunity to collect a huge number of reviews. Since 75% of consumers refer to reviews to influence their purchasing decisions, rolling into 2021 with hundreds of reviews about your service and products will set you up for a strong start to the new year.
2. Leverage Email Marketing To Build Loyalty & Drive Sales
Another way you can encourage holiday shoppers back to your store is by utilising the power of email marketing effectively. By sending segmented, personalised emails you’ll be wining your new customer’s loyalty in no time!
Personalisation significantly improves open rates, clicks, engagement and sales. When you send content that’s tailored to specific audience segments your emails will resonate with the receiver, which ultimately generates better results.
For example, you could automate email flows that encourage customers to sign up to your newsletter, join your loyalty program or send limited-time discounts and offers. Also, why not go one step further and automate your emails based on user behaviour? This could include ‘viewed product’ segments, perhaps your customer didn’t end up buying a particular product they were looking at, you can target this particular type of customer again.
All in all, personalised emails play a prominent role in engaging consumers throughout the customer journey. They deliver value, boost retention, increase upsell and deliver a richer, more relevant shopping experience.
3. Implement A Loyalty Program
What better way to reward your new customer than with a loyalty program. Offering customers rewards for purchases, referring friends, and leaving reviews gives them a reason to remain loyal to your brand.
However, simply rewarding customer behaviour is just the beginning. You need to ensure your loyalty program is data-driven. This can be done through segmentation based on consumer activity. For example, segments could include loyal customers, those at risk of losing and customers you need to win back. Third-party Shopify Plus integrations, such as LoyaltyLion offer merchants the functionality to keep track of these segments and take action.
4. Entice With A Post-BFCM Campaign
The BFCM buzz doesn’t have to end in November, so why not prolong it? Encourage your customers to create and share User-Generated-Content (UGC) including pictures of products they brought from you during BFCM.
This is a really simple, yet effective way to drive new shoppers to your store. Execution is easy, all you need to do is promote your request via email and on your social media channels with a short and snappy hashtag.
UGC is an extremely powerful marketing tactic to build trust among new customers and drive conversions for your business. In fact, consumers are 2.4 times more likely to view user-generated content as authentic compared to content created by brands. And with 54% of customers using social media to research a product, a post-BFCM campaign utilising UGC is a surefire to drive your sales back to the top.
If you want to overcome the BFCM slump and keep your brand top of mind long after Black Friday Cyber Monday, you’ll need to think fast and implement these ROI-driven tactics discussed. Give your customers a reason to engage with your brand and you’ll have them coming back to your store in no time at all.
Are you using a marketing medium that guarantees a 98% open rate within five minutes of hitting send – without the need for online connection? If the answer is no, then it’s time you looked into SMS marketing for your ecommerce business.
SMS offers brands the opportunity to communicate with their customers anytime and anywhere. Now more than ever consumers are using their mobile devices – people check their phones on average 150 times a day. Let’s be honest, we’re all guilty of it.
SMS can work seamlessly with other channels like email, helping brands connect with people when they’re most primed at every stage of the sales funnel.
Why Do D2C Brands Use SMS Marketing?
One of the biggest challenges for many D2C owners is getting their product, promotions and services in front of their target audience. Information overload is leading to overflowing inboxes and people no longer like to feel as though they’re being sold to.
In the highly competitive landscape of ecommerce, D2C brands are finding new ways to reach their customers. This is where SMS comes in.
Consumers are shopping more on their mobile devices
Since the pandemic, online shopping has surged, with 72% of shoppers choosing to browse or buy online from their mobile device, mobile traffic is on the rise! This means brands need to adapt quickly and start using SMS marketing to engage with their shoppers. And with SMS marketing driving 25x+ ROI, there’s even more reason to.
People are more likely to open text messages
People are more likely to open text messages – and open them faster than email. For example, 90% of SMS messages are read within 3 minutes. And when someone does respond to an SMS message it takes 90 seconds – eight times faster than email response rates.
Millennials and Gen Zers are always on their phones
When marketing to Millennials and Gen Zers, SMS can be a really effective tool. Young Millennials and Gen Zers have no memory of a time without smartphones. For these generations, phones aren’t simply communication tools, they’re an extension of them as individuals. Whether they’re speaking to friends and family, checking-in on their social media channels, streaming videos or playing a game, mobile phones are an integral part of these generations’ lives.
How Do D2C Brands Use SMS Marketing?
Brands across the globe have embraced SMS marketing to help them reach their business goals. With so many options available, we’ve put together a list of the most common and successful SMS marketing methods that you can use to maximise revenue.
A Welcome Text
Automated email flows are proven to drive ROI, so why not go one step further by adding SMS to the mix – to really boost success.
Delivery & shipping updates
This is a quick and simple way to improve the customer experience. Also, by keeping your customers in the loop with regards to shipping and delivery timelines, you’ll drastically reduce the number of inbound customer queries you receive. Informed customers are happy customers. And happy customers are good for business.
Upselling is effective when done properly, and upselling via SMS is no different. After a customer receives their order, follow up with a text message to ask for feedback. From there you can direct them to a special offer on related products they might like.
Date triggered messages
This is a great way to make contact with your customers during times that means the most to them. From birthdays to anniversaries, customers like to feel special, so give them what they want. With the omnichannel marketing platform, Klaviyo you’ll be able to automatically pull this level of detail about your customers, and watch your engagement levels skyrocket.
SMS messages are a great way to drive urgency. Since it’s fast and direct, it gets your brand message across to your customers in real-time.
What’s more, brands who use promotions in their SMS strategy see an increase of 47% in their overall revenue. Some brands even set up SMS only promotions, to keep shoppers not only engaged in their brand but also SMS as a communication channel.
Get help from your current customers to convert new ones.
Consumers are becoming more and more comfortable with brands communicating with them directly on SMS, Facebook and other direct messaging platforms. All these apps are accessible on mobile, so automate engaging templates for your customers to share with others is a great way to make quick wins.
If you’re a D2C subscription-based retailer, then there’s even more reason to utilise SMS marketing. Via text message, you can send your customers weekly or monthly reminders about their subscription and keep a constant flow of communication throughout the shipment process, so the customer feels connected to your brand until their package arrives.
Renewal or replenishment reminders
SMS can help you achieve repeat conversion through timely reminders that don’t annoy your customers. For example, some brands use AI to predict when customers are likely to run out of a product they last purchased. Subscribers are then prompted to reply to the text message ‘yes’ if they’re ready to re-order.
Loyalty & rewards programs
Finally, SMS can be used to enhance your relationship with customers who are a part of your loyalty or rewards program. You can engage with your VIP shoppers with tailored messages and exclusive offers all through SMS. And with 76% of loyalty members preferring to receive personalised updates from brands through SMS, there’s never a better time to start implementing SMS into your marketing strategy.
Getting started with SMS Marketing
Getting started with SMS is easy and only requires a few simple steps. But you need to figure out what your message is going to be and why, and it’s imperative that you ask your customers whether they want to receive text messages from you before you start sending them out.
The more you use SMS and constantly review your results, the more powerful the tool will become.
With festive decorations popping up everywhere and mince pies hitting supermarket shelves, this can only mean one thing…the Christmas countdown has started.
The holiday period has always been busy for merchants, but this year it’s predicted to be even busier, against the backdrop of COVID-19.
With more and more consumers being forced to shop online, this presents a fantastic opportunity for retailers to make up for lost sales and propel revenue. In fact, the surge of sales and festive cheer could make it your best yet for attracting new customers and rewarding loyal ones.
But with so many shoppers flocking to online stores, it also means that competition is fiercer than ever before. To stand out, you’ll need to have a smart marketing strategy that resonates with your customers – otherwise, you’ll blend into the crowd.
To help, we’ve rounded up the very best marketing campaign ideas that you can incorporate into your holiday strategy, so you can have a tremendous Christmas.
Reward Your Customers With Early Deals
If you haven’t started this already, there’s no better time like the present!
Everyone likes to be made to feel special, particularly at Christmas. So, spread some holiday cheer early! Your customers are your priority, so tell them. Giving them exclusive discounts is a great way to show them just how much you value their custom. And with 79% of consumers admitting that unlocking exclusive offers makes them more loyal – it can also boost loyalty. What’s more, loyal customers convert more than first-time buyers which means they’re likely to buy more from you and more often.
How to reward your loyal customers? Here are a few tips:
Email marketing campaigns: Create a Christmas themed email campaign and send it to existing and loyal customers with a holiday discount they can’t refuse. And don’t forget about that all-important subject line – make it fun, use Christmas themed emojis and embrace the festive spirit.
Social media campaigns: Make sure you promote your VIP discounts on social media and incentivise your customers to share the discount on their own social media – reward customers who want to get involved.
Christmas Bundle Offers
This holiday season, value will be a big priority for shoppers. After all, everyone likes to get more bang for their buck, particularly amidst a pandemic. This is where bundle offers come in. By offering bundled products at a discounted price you’ll not only increase your sales but also your AOV.
Here are some tips for creating successful bundles:
Bundle similar products together: Promote these bundles across your store and marketing channels.Identify your best-sellers: Bundle them with complementary products, this will create an even better deal and ignite your customers’ imagination.
Identify your best-sellers: Bundle them with complementary products, this will create an even better deal and ignite your customers’ imagination.
Sprinkle your bundles with Christmas charm: Give your bundles festive names. You could even give them their own hashtag to get your customers talking about the bundle on social media.
Delight Your Customers With Festive Upsells
Just like bundles, upsells are an excellent way to increase your AOV. But what makes them even greater is that they’re presented to customers who are already at checkout, so these customers are in the buying-mindset.
What’s more, not only do upsells increase revenue, they also increase customer experience and satisfaction because they’re giving a customer exactly what they need – like a hat to go with a pair of gloves or socks to go with shoes.
Here are some tips on how to use upselling:
Relevancy: Make sure upsells are relevant to the individual customer. These can include personalised recommendations based on user information and browsing history, Wish Lists or products that are required to make the initial purchase work properly.
Free gift: Everyone loves a freebie. So, offer your customers free gifts this Christmas, such as free delivery, gift wrapping etc.
Upsell throughout the customer-journey: Upselling doesn’t have to be at the checkout only. Leverage the power of upselling at every stage of the sales funnel and sprinkle personalised recommendations throughout your website.
Use UGC & Customer Reviews
Customer reviews are a great way of convincing your customers to buy with you. Using rave reviews across your owned marketing channels is a surefire way to show potential customers that your products work and people love them.
With 29 per cent of shoppers claiming they’ll be looking for social media content when it comes to deciding where they make their purchases this Christmas, using User-Generated-Content (UGC) from these social media channels is an effective way to inspire purchasing behaviour. Not only does it increase trust it also drives sales. Also, it can promote brand awareness and help turn one time buyers into your most loyal fans.
Here are a few simple ways you can use UGC:
Create a unique hashtag: Encourage customers to use the unique hashtag and share photos, videos and stores using your products.
Re-share UGC: Keep sprinkling your social media with your customers’ photos to keep the buzz around your brand going.
Utilise UGC throughout the buying-journey: Implement a social shopping page on your store and use UGC in email marketing campaigns and product listing.
Add social proof to Ads: Leverage the power of UGC and reviews into your ads, it’s the ultimate conversion combination.
Partner With Influencers & Brands
Remember people love to buy from people they can relate to, so harness this in your marketing strategy. Identify and partner with well-known industry influencers this holiday season. They can help promote your deals and discounts to their own audiences.
Also, you should consider collaborating with other brands – just make sure they’re not your competitors! Brand partnerships are a great way to drive more traffic to your site and tap into other audiences.
Here are a few ways you could do this:
Create a gift guide: You could list your favourite brands in a gift guide and get those brands to share it on their social media channels. Or you could partner with a well-known influencer and ask them to include your products in their gift recommendations.
Create a special offer: Align your deals with the influencer or brand’s audience to create a discount on a product that’s suited to their audience. The more personalised, the better!
We hope this has inspired you to add some sparkle to your holiday marketing strategy. With these handy ideas, you’ll have the most successful Christmas yet. But remember, its imperative that you take an omnichannel approach, to ensure you’re engaging new customers and nurturing loyal ones that will last long after the Christmas period.
Your Shopify Plus Agency
Whether you’re feeling inspired or thinking: ‘Oh deer Christmas is here’, get in touch with our team of ecommerce experts to find out how we can take your brand to the top. Let’s talk.
It’s fair to say, this will be the strangest Halloween in history. Further lockdown restrictions will make the usual ‘trick or treating’ impossible and Halloween parties a no go. This has forced many brands to rethink their marketing strategies. And work overtime to ensure they continue to connect with their customers who remain on lockdown.
Here, we delve into some of the best marketing tactics brands have used during the months leading up to Halloween 2020. There are some frightfully good ones, we must say:
Marvelled With Augmented Reality
This year marketers have gone deeper than ever before with augmented reality (AR) in an attempt to recreate in-person experiences. Igniting consumers sense of discovery and imagination all from their mobile phones.
Brands from every vertical have capitalised on this growing trend to bring their customers a spooktacular experience. Using and commissioning filters for advertising purposes, these brands are able to tap into a captive audience.
For example, NYX Cosmetics used AR for its Haunted Dollshouse campaign this Halloween. The brand leveraged the power of customised filters to promote its collaboration with special-effects makeup artist Mimi Choi. Coupled with step-by-step tutorials on how to re-recreate each look, NYX allowed its customers to celebrate Halloween from the safety of their own home.
Beer and wine giant, Constellation Brands leant towards AR during this holiday by overhauling its packaging on selected products with a Day of the Dead theme. Once purchased consumers can scan the QR code and watch their bottles comes to life with spooktacular AR graphics.
Finally, McDonald’s Canada’s campaign: #BringHalloweenHome uses branded AR to offer its customers an interactive experience that mimics trick or treating, in an attempt to entice customers to order delivery.
AR is a simple, yet impactful way to drive brand awareness and we expect this trend to continue way after the holiday season.
Gruesome Giveaways And Creepy Competitions
Competitions and giveaways are a great way to drive engagement and keep your brand at top of mind. And let’s face it, consumers love a freebie.
An example of a brand who hosted an excellent Halloween inspired competition on their social media was Lush Cosmetics, with its Lord of Misrule fancy dress competition. The brand asked its followers to simply film themselves dressed up with products from their Halloween range. This is a brilliant example of how a strong branded hashtag and clear CTA’s can lead to campaign success.
Spooktacular Brand Partnerships
It’s no secret that brand partnerships are the perfect way to piggyback on success – when done correctly, they can be a real money maker.
One brand who has successfully harnessed the power of brand partnerships and continued to innovate their marketing plans during the build-up to Halloween is Mars Wrigley. They’ve teamed up with Disney, to sponsor their Bite-Size Halloween’ series, which showcases short films to help families celebrate Halloween at home. This has helped Mars reach homebound consumers who have been streaming more content across Disney owned channels.
Virtual Halloween Events
Virtual events offer brands the opportunity to give their customers a more personalised experience this Halloween. As we mentioned before, many brands this holiday season have utilised AR in their marketing campaigns which has expanded to virtual events.
Global gaming and esports entertainment leader, Super League Gaming launched its very own virtual Halloween experience. Its ‘Minehut Halloween Spooktacular’ features community virtual events built entirely on Minecraft, including pumpkin carving and even trick or treating. This allows their young consumer base to safely experience all the festivities Halloween has to offer straight from their gaming device.
Ghoulish Limited Edition Products
Brands across various verticals have tried to put the fun back into Halloween by releasing extra-special Halloween versions of their products. For example, on the months leading up to October, Marmite released its ‘trick or treat’ jars. Staying true to their brand, they play on the infamous ‘love it or hate it’ concept with a ‘Halloween Treat’ jar for the lovers and ‘Halloween Trick’ jar which serves as a poison to the haters. This is an excellent example of a brand who isn’t worried about pleasing everyone. They know their demographic and have created a meaningful yet humorous campaign that their customers love.
Also, Skittles has marked the occasion by bringing back its ‘Zombie Skittles’. And have created a costume to help their customers stay socially distant this Halloween. The six-foot-wide costume features a ‘zombie mode’ button when activated the costume emits a rotten zombie smell to keep creepy monsters six feet away.
It’s clear that many brands have had to adapt, think fast and get creative in order to offer their customers a safe yet escapist Halloween.
If you’ve left your Halloween marketing to the very last minute, here are a few things you can do to spookify your Shopify Plus store:
Decorate your homepage with temporary Halloween imagery