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One page ecommerce marketing plan

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https://www.ecommerceyogi.com/ecommerce-marketing/

One Page Ecommerce Marketing plan lists all the various tactics you can use to increase your online store revnenue. Learn marketing tactics like SEO, Shopping Ads, FB Ads, Social medi marketing, content marketing and mobile optimization from the ecommerce business perspective. The book contains links to other great reading material and tutorials to deepen your knowledge on Ecommerce Marketing.

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One page ecommerce marketing plan

  1. 1. One Page Ecommerce Marketing Plan About This Book This eBook was originally published on EcommerceYogi at https://www.ecommerceyogi.com/ecommerce-marketing/ It is no secret that most successful ecommerce businesses are the ones who are great at marketing and promotions. If you are an entrepreneur or ecommerce marketer you will have to focus on multiple aspects of marketing, business, and technology. This article lays out all the marketing tactics you must use if you are looking to drive consistent sales over long periods of time. To keep things simple I have split this article into 11 Chapters. About the Author After working 7+ years as a digital marketer for startups and large enterprises I quit my job to start EcommerceYogi. Here I share the exact same tactics which I have used to drive millions of users per month to e-commerce stores. Follow me on ​Linkedin​ and ​Twitter​ to stay connected.
  2. 2. Chapter 1: FIX THE FUNDAMENTALS FIRST Before you begin building your marketing strategy, fix the fundamentals first. Your store must be perfectly ready to engage and convert visitors into shoppers. Because, no matter how much traffic you drive to your website, but if your store is not spick and span then your visitors will bounce off.
  3. 3. So begin with optimizing your website. And fix those critical elements of your store that have a major impact on the user and conversions. Clear Website Navigation Often ignored but one of the major elements of your website is its navigation. A good site navigation will help your customers- ● Browse the entire website from any nook and corner. ● Ensure that your customer spends more time on the website. ● Help you get more opportunities to know his interests and influence his buying decisions. A poor navigation, on the other hand, will confuse him resulting in her quickly leaving your website. Also, like all other ecommerce stores, you would like your website to get top ranks in the search engine results. While there are many factors that combined decide your ranking on search results, navigation is an important one. So, improving your site navigation can improve your SEO efforts. There’s no one way of designing website navigation. Each website is unique and presents challenges and opportunities in designing its navigation. However there are some rules to keep in mind- ● Your site navigation should be simple and clutter free ● Use good legible fonts with spaces between items ● Give access to all important pages from the navigation ● Keep it consistent across all pages ● Use search bars to help your users quickly find their desired items ● Give it a proper hierarchical order with categories and subcategories
  4. 4. And most importantly, consider the user. Put yourself in her shoes and see how you can design your navigation to help her in her path to purchase. Each click or tab must help her move towards her goal. RESOURCES: ● 9 Best Practices To Improve Your Ecommerce Site Navigation ● Are You Making These Common Website Navigation Mistakes? ● The Rules for Modern Navigation ● Designing and Testing a Mobile eCommerce Navigation ● How to Set Up a Successful Navigation Strategy for eCommerce ● 10 Tips to Optimize Filtered Navigation for Ecommerce Stores Make Your Website Fast Is your website taking more than 3 seconds to load? If yes, then there’s a problem. Internet users are highly impatient. ​No matter how impressive your website is, you will not get good traffic if it loads slowly. And this holds true for both desktop and mobile versions. A faster website speed also help you in SEO as search engines prefer to rank sites that loads fast. According to studies- ● 40% of people will abandon a site if it takes longer than three seconds to load. ● Every extra second your website takes to load can result in 7% drop in your conversion rate.​ For an ecommerce store earning $3 million a month from sales, a 1-second delay translates to the loss of a staggering $2.5 million over a year.
  5. 5. ● 40% of visitors will abandon a website page that takes 3 seconds or more to load. Test My Site​ is an excellent place to start while improving your site speed. Check your current page speed here. It also gives you suggestions and recommendations on improving your site speed. You can take a number of steps to increase your site speed- ● Optimizing size of your site images ● Minimizing redirects ● Minifying CSS, HTML and Java scripts ● Using browser caching ● Using Content Delivery Networks RESOURCES: ● Ecommerce Site Speed And Performance Optimization ● 9 Ways To Make Your Website Super Fast ● How Page Load Time Impacts Conversions And How To Improve Load Time Make it Mobile First According to Google, more than 50% of searches come from mobile. And this trend is to continue. According to data from Criteo, mobile now constitutes half of all e-commerce transactions. Various studies suggest that people are increasingly using their smartphones and Tablets to research for products and shop. You may not see a lot of conversions happening on mobile devices, but a lot of users use mobile, while travelling or at work, to research on their products. So, if you dive into your Google Analytics and
  6. 6. see traffic by devices, you will find a significant traffic contribution from mobile. And that’s why a ‘Mobile First’ approach is must for your ecommerce store. Here’s a few tips to make your site mobile friendly- ● Make sure it loads fast ● Use responsive design ● Text should be readable ● Use good resolution images ● Checkout process needs to be simpler and shorter ● Show trust badges so that shoppers are comfortable giving their data ● Use autofill and personalization features RESOURCES: ● 13 Top Mobile Commerce UX Secrets to Boost Sales ● 10 Ways to Make Your Website More Mobile Friendly ● Beyond Mobile Ecommerce Design: How to Optimize in 2018 for Mobile-First Commerce Write Product Descriptions That Sell Like physical shoppers, online shoppers can’t touch and feel your product. And that’s why your product pages are important. They are a moment of truth. The difference between a visitor and a customer. Your product page should have 3 elements to create a happy UX-
  7. 7. ● Adequate information to make a buyer make an informed decision ● Trustworthy to build his confidence ● Persuasive to motivate her to buy your product To create a persuasive product page, you need to- ● Create your own descriptions rather than on relying description from manufacturers ● Use layman terms to write your copy. And translate features into logical benefits. ● Take pictures of your products from all angles, showcase all important features. Allow your users to zoom the image to know your product in detail. ● Make informative videos of your products. ● Build user confidence with product reviews and customer testimonials. ● Write persuasive call to action. Motivate him to add your product to his cart. ● Recommend other related products to up-sell/cross-sell. RESOURCES: ● 9 Simple Ways to Write Product Descriptions that Sell ● 9 Tips for Writing E-commerce Product Descriptions that Sell ● 5 Killer Examples of How to Write Product Descriptions Have A Shipping And Returns Policy A shipping and returns policy matters and has direct impact on your sales.
  8. 8. As per a survey by comScore and UPS reveals that, 63% of American consumers check the return policy before making a purchase and 48% would shop more with retailers that offer hassle-free returns. Your shipping and returns policy must be- ● Written in clear and common language ● Consider no-questions asked return policy ● Explain legal terms with examples ● Use it to convey your business philosophy ● Tell the rules upfront ● Show the entire refund process with example and graphic ● Accessible from all pages of the website RESOURCES: Tips On Creating An Ecommerce Returns Policy Ecommerce Return Policy Template: How to Write a Returns and Refunds Policy to 3X Sales [Examples Included] Free return policy generator Return & Refund Policy Generator Sample Shipping Policy Template Streamline Your Operations Spending dollars on marketing without streamlining the operations is a common mistake done by many entrepreneurs. Put every part of your ecommerce process- right from acquiring products to delivery in motion and optimize it. Take help, buy software and contract with vendors who will be part of the operations. Make the entire process lean and agile so that your operations complement your marketing. Your operations must hold the promises made by marketing. Here are a few things to do-
  9. 9. ● Check your entire process, identify gaps and fix it. ● Test your tech infrastructure like apps, software like billing, inventory etc. ● Test your vendors- suppliers, dropshippers etc. RESOURCES: Tips for Streamlining E-Commerce Processes How to streamline your warehouse operations in 5 easy steps Why (And How) You Should Automate Your E-Commerce Processes Define Clear Actionable Targets Your marketing should be actionable. And it begins with defining clear actionable goals. Apply the principles of SMART goal setting. SMART is an acronym for the 5 elements of specific, measurable, achievable, relevant, and time-based goals. It’s a simple way to set actionable targets for your business. Here’s how to define clear actionable targets- ● Understand and assess your existing position before setting your marketing goals. ● Take data-driven approach in setting goals. ● Set 1-2 major goals that impact the bottom line. Quantify them. ● Set 3-5 sub goals that are part of your major goals. ● Choose metrics to measure your performance. ● Monitor the performance regularly. RESOURCES:
  10. 10. 5 Elements of a SMART Business Goal How To Set and Achieve eCommerce Marketing Goals Translating business goals to specific objectives and KPIs How To Focus On Clear, Actionable Goals 32 Key Performance Indicators (KPIs) for Ecommerce
  11. 11. Chapter 2: Measure Your Marketing I have compiled an in-depth guide on ecommerce marketing analytics here https://www.ecommerceyogi.com/ecommerce-marketing-a nalytics/ Setup Google Analytics and Ecommerce Tracking Data is fuel to modern day business and marketing. Just keeping an eye on your sales numbers won’t do. You need to collect data on your website usage like traffic, number of visits, average time spent by visitors and a lot more to gain valuable insights on your customers and their preferences.
  12. 12. Google Analytics can be your valuable ally in arming you with lots of crucial data on your customers. This data can be helpful in- ● Build your marketing strategy, ● Creating a buyer persona ● Influence your customer’s decisions ● Optimize your conversions ● Improve your store design and layout Google’s ecommerce tracking can provide you with granular data on each transaction and item that occurs on your website. RESOURCES: ● Google Analytics For Ecommerce: A Beginners Guide ● E-commerce Tracking in Google Analytics: A Complete Guide Setup Goals Goals measure how well your store fulfills your target objectives. A goal represents a completed activity, called a conversion. Examples of goals include a purchase on your store, creating an account or downloading an ebook or a coupon from your store. Setting up goals is important in measuring your store’s and business performance. Having properly defined goals allows Analytics to provide you with critical information, like the number of conversions and the conversion rate for your site. Identifying micro and macro conversions can help a great deal in setting up goals. A macro conversion is your primary goal like an order completion in your store. A micro conversion are secondary goals like signing up for a newsletter, following your business on Facebook & Twitter etc.
  13. 13. RESOURCES: ● Identifying Macro and Micro Conversions ● Create and manage goals ● How to Create a Goal in Google Analytics to Track Conversions Measure The 5 Key Ecommerce KPIs Google gives you a lot of data. But you cannot measure everything. You need to identify Key Performance Indicators for your business and monitor them on regular basis. Here are 5 KPIs for your store- ● Total Number of Visitors-​ It is the number of visitors coming to your website every day/week/month. Go to Google Analytics>Audience>Overview to get this data. ● Ecommerce Conversion Rate -​ It is the percentage of visitors who completed a goal. You can get this data on the ‘Overview and Product Performance’ report. Go to Conversions > Ecommerce > Overview ● Total Number of Transactions-​ It is the number of transactions occurring on your site every day/week/month. Go to Conversions > Ecommerce > Overview ● Total Revenue- ​It is the total revenue generated of of your store. Go to Conversions > Ecommerce > Overview ● Average Order Value​- It tells how well you are upselling/cross selling to customers? Go to Conversions > Ecommerce > Overview RESOURCES: ● Enhanced Ecommerce reports ● Learning to Use the Google Analytics Ecommerce Reports
  14. 14. Chapter 3: Search Engine Optimization (SEO) I have compiled a checklist for Technical SEO with detailed tutorials for each check here https://www.ecommerceyogi.com/technical-seo-checklist/ I have written a complete guide on improving Online Store SEO here https://www.ecommerceyogi.com/ecommerce-seo/ Do Your Keyword Research SEO begins with keyword research. Finding the right keywords for your store has great value-
  15. 15. ● Helps you attract the right audience to your store ● Helps you get consistent traffic ● Boosts your conversion rate ● Get intelligence on what users are searching for, things in demand etc. Tips on keyword research- ● Find the sweet spot between volume and competition of keywords ● Look for commercial intent behind the keywords ● Don’t miss long-tail keywords ● Localize your keywords ● Don’t just limit yourself to keyword tools, explore forums, wikipedia etc., to get keyword inspiration RESOURCES: ● Moz Keyword Explorer ● Google AdWords Keyword Planner Tool ● KeyWord Research For ecommerce Sites ● The Beginner's Guide To Keyword Research For Ecommerce ● 8 Keyword Research Tips You Need to See to Believe Target Your Keyword Appropriately Now that you have found all important keywords relevant to your business, it’s time to use them in your store’s website. Here are the major places to target your keywords-
  16. 16. ● URL- ​Including keywords in your URL makes it more relevant for search engines. ● Page Title- ​Title is one of the important ranking factor in Google algorithm and hence the title of your pages should contain the most relevant primary keyword. ● Meta Description- ​Meta description should be highly relevant to the page and users and should include relevant keywords. ● H1 and H2- ​The <h1> and <h2> tags should contain relevant keywords. ● C​ontent-​ Adding relevant keywords in your copy provides good SEO value. But refrain from unnatural keyword stuffing. ● Image Alt Text- ​Include relevant keywords in your image alt text to make it friendly for image searches. RESOURCES: ● Keyword Targeting For Better Ranking Of Product And Category Pages ● A Visual Guide to Keyword Targeting and On-Page SEO Have Relevant Internal Link Between Multiple Pages Internal linking plays an important role in ranking of a web page. These type of links are useful: ● Helps users in navigating the website. ● Establishes information hierarchy for the website. ● Helps spread link equity (ranking power) of a page to other pages. For your ecommerce store, you can- ● Link product pages from homepage using featured products section ● Link products from category pages
  17. 17. ● Link product pages from other product pages in same category RESOURCES: Internal Links Internal Link Structure Best Practices to Boost Your SEO Internal Linking for SEO: Examples and Best Practices Verify Your Site For Google Search Console Want to rank your page on Google quicker? Then verify your site for Google search console. Verification associates a specific user with a specific property. Every Search Console property requires at least one verified owner, though it can have more. Verifying your domain with Google Search Console- ● Helps Google identify you as the owner of your site adds credibility ● Verified sites are crawled quicker by Google and rank higher To verify your website follow the steps ​detailed here. RESOURCES: How To Add Your Website To Google Search Console Use Creative And Informative Copy Good copy or content is an essential part of your SEO. Good copy can greatly enhance the impact of your SEO efforts. So whatever copy you publish in your site, make sure that it is- ● Relevant and useful to your target audience
  18. 18. ● Helps you establish an authority on the subject ● Optimized with keywords ● Written for humans rather than search engines ● Not only describes your products but subtly sells & converts ● Comprehensively informs about your products ● Talks about features and benefits to the audience Remember, in the absence of any direct interaction with the customers, its the copy that does the job of a salesman to your audience. Pitches, convinces, addresses concerns and sells. Plus there are good SEO benefits. RESOURCES: The Complete Guide to Writing Product Descriptions That Convert The Importance of Content and SEO 4 Ways Copywriting Can Boost Your E-commerce Conversion Rates E-Commerce Copywriting: The Guide to Selling More Leverage Search Rich Snippet Rich snippets help you better describe your website to search engines and provide extra details of its content. They help you in- ● Increasing visibility of your products ● Boosting CTR ● Driving traffic & sales Yet, according to a study by Bing and Catalyst, only 17% of marketers use rich snippets. You can use rich snippets for- ● Special offers and discounts ● Product description and price ● Customer ratings and reviews ● Product availability
  19. 19. RESOURCES: Driving Traffic Through Structured Data And Rich Snippets How to Implement Rich Snippets for E-commerce Websites 6 Rich Snippet Formats Any E-commerce Site Can Use To Its Advantage Mark Up Your Content Items Build High Quality Links Link building is one of the most important factors in SEO success. You need high quality links (high Domain Authority) from relevant sites to boost your search rankings. Good keywords, content, rich snippets etc., can take you to a point but high quality link building can leap your site into top rankings. All though there are numerous linking strategies not all can be used in ecommerce domain. Ecommerce websites need a different approach to build links. Here are some of the ways to build links- ● Curate list posts like ‘Best X products’ or ‘Top X products’ etc. ● Leverage your existing relationship of vendors, suppliers or friends running relevant sites ● Run a blog and write on topics that can generate editorial links ● Create interesting content like infographics, video tutorials etc., which people would love to share ● Submit to price comparison websites, coupon stores and other relevant directories ● Submit to product review websites and blogs RESOURCES: ● Link Building For Ecommerce Websites ● Link Building Tips for Ecommerce ● Guide To Link Building For Ecommerce Website
  20. 20. Chapter 4 EMAIL MARKETING Establish Your Email Marketing Goals Email marketing can help you accomplish a lot. To get started, it is important to set goals for your email marketing campaigns. Here are few goals you must consider for your ecommerce marketing campaigns- ● Welcome and onboard new buyers ● To promote your products and services ● Get feedback from customers on your services ● Announce new offerings and company events with customers ● Share content like blogs, eBooks, videos etc. ● Send reminders to buyers who have abandoned cards ● Send coupons to loyal customers ● Re-engage with lost customers
  21. 21. ● Provide customer support ● Build relationships with customers RESOURCES: ● How To Build A Powerful Email Marketing Strategy For E-Commerce? ● How to Define the Goal of Your Next Email Marketing Campaign ● 6 Objectives That You Can Achieve With Email Marketing Build A High Converting Landing Page And Drive Traffic High converting landing pages can be something which gives away high-value content for free. You can build a high converting landing page using tools like UnBounce, InstaPage, and Leadpages. Once you have built a landing page you will have to optimize it to improve your conversion rates. Here’s how to boost conversions of your page- ● Clearly state the offering ● Use one landing page per goal ● Use relevant and impactful visuals ● Make your CTA buttons bold ● Use powerful CTAs ● Use a short form ● Ask information which is necessary Having a landing page with the sole objective of collecting email allows you an opportunity to drive traffic from social media, organic and paid sources to your offer. You can create a buyer’s guide for your products and use it in your landing page. The user need to enters their email to get access to the guide. RESOURCES:
  22. 22. ● Email Marketing Landing Pages: A Guide ● 20 Email Landing Page Examples That Convince Users to Act ● Best Practices for Email Landing Pages Build An Email List It is relatively easier to convince someone to give her email id then convincing her to buy a product. We all endeavour to convince shoppers to buy our products or services but it doesn’t always happen. A small part of the total traffic will only convert and buy from you. Others are either not ready to buy or are in early stages of buying. So, if you have their email ids then you can regularly engage with them and occupy their mindspace so that they buy from you when they are ready. Your buyers will give you their email while creating an account or as part of checkout process. Beyond it, you have many opportunities to get email ids from those who don’t buy products from your store. ● Ask People To Join Your Newsletter ● Use A Content Bait To Improve Subscription ● Use Smart Pop-ups ● Referral Contests ● Out Of Stock Products ● Give Free Shipping Coupon Codes In Exchange For Email RESOURCES: ● 105 Ways To Build Your Email List | Tips, Tactics, And Best Practices ● Email Marketing 101: 6 Foolproof Steps to Build an Email List From Scratch ● 14 List Building Hacks to Grow Your Email Database Fast
  23. 23. Choose the Right Email Marketing Platform Building a list is great but what maximizes your list into profits is a great email marketing platform. A platform which is both robust in functionality and doesn’t become expensive as you grow your list size. With these platforms, you can send emails when – ● When a visitor signups ● Buys a product first time ● When visitor abandons cart ● Send product invoices & shipping information ● Birthday and Festival Greetings ● Offers and discounts ● Reminder Mails All you have to do is to identify the right context and send a personal email accordingly. While shopping for an email marketing platform, you need to pick a platform that offers you- ● Seamless integration with your website and reduces development effort considerably. ● Powerful automation features to create granular campaigns. ● Features like analytics, reports, ready-made email and newsletter templates, customer support, ease of use etc., RESOURCES: ● 25 Best Email Marketing and Newsletter Apps ● How to Choose the Right Email Marketing Platform for Your Business
  24. 24. Engage With Email Subscribers To keep constant touch and engage with your email subscribers you would need – ● Set Autoresponders: ​Autoresponders are a great way to set up email marketing campaign on autopilot. It is like a machine is making money for you. For your store, you can set auto response emails for – ○ welcome email on creating an account with your store ○ feedback email on purchases and customer support enquiries ○ re-engagement email with subscribers who have not shopped with you for a long time ○ birthday/festival greetings ○ upsell and cross sell products based on customer’s recent purchase. ○ abandoned cart email as a soft email reminder asking the user if there is anything stopping them from completing the purchase. ● Send scheduled emails: ​These are your regular emails which share your latest offers, products and company announcements. Stick to a schedule which is usually Weekly or Bi-Monthly for most retailers. RESOURCES: ● 7 Ways to Boost Engagement with Your Email Marketing Campaign ● 10 Tips for Creating Email Content That Captures Attention and Engages Subscribers ● 7 Welcome Email Examples: How to Write Emails That Make a Splash
  25. 25. Chapter 5: CONTENT MARKETING Build A Solid Content Strategy Good, quality content helps your ecommerce marketing by- ● Earns buyers trust by helping him solve a problem or providing useful information ● Gives visibility to your store on search engines to drive traffic ● Keeps your social media campaigns engaging ● Boosts email marketing by helping you to offer something valuable than promotional messages. ● Nurture relationships with your customers Whatever marketing activities you plan to do, you would need content. And, a solid strategy is core to your content marketing success. Here are steps to build one- ● What’s your business- speciality, distinction and future vision ● Who are your customers - ​create a buyer persona
  26. 26. ● What are your business goals- qualitative and quantitative ● What’s your path to purchase ● What kind of content will help your customers in the path of purchase ● What’s your brand voice and tone RESOURCES: Get More Sales With A Powerful Ecommerce Content Marketing Strategy The Content Strategy to Triple Ecommerce Traffic (And Exactly How to Do It) 7 Successful E-Commerce Companies That Made It Big With Content Marketing 5 Easy Steps to Define and Use Your Brand Voice Set up A Blog Does your website has a blog? Is it active? No? Then you’re missing a great opportunity. A blog is helpful to your business in many ways like- ● Drive traffic to website ● Boosts SEO efforts ● Helps you engage with your prospects ● Establishes you as an expert voice ● Communicates your brand story ● Medium for social media engagement RESOURCES: Why Every Ecommerce Business Needs a Blog (And 9 Ideas to Get You Started) 6 Reasons Your Ecommerce Website Needs A Blog Create How To Videos
  27. 27. Videos are increasingly becoming a powerful conversion optimization tool. According to StacksAndStacks.com, visitors were 144% more likely to purchase after seeing a product video than those who did not. For ecommerce brands, creating ‘how to’ videos like ‘How to use a X product’ or ‘How to fix a X problem’ can be beneficial. Such videos evoke customer interest as they help solve a problem or inform in detail about the product. Secondly, video are also getting prominence in search results. So a great way to drive traffic to your website. Tips for creating great ‘How To’ videos- ● Identify a problem relevant to your audience and business ● Think how your business or products can be a solution to it ● Add expert inputs into it ● Tell it as a story ● Promote it in your website and across social media channels RESOURCES: How To Rock YouTube To Get More Ecommerce Business 6 Types of Marketing Videos to Increase Your eCommerce Conversions 17 Best Ecommerce Product Video Examples Develop More Visual Content Content has evolved over the years. Textual content serve to a point. This is the age of videos, infographics, gifs, animation videos and so on. And customers love it. It is more engaging. Here’s why-
  28. 28. ● According to brain rules, when people hear information, they're likely to remember only 10% of that information three days later. However, if a relevant image is paired with that same information, people retained 65% of the information three days later. ● According to animoto, 4X as many consumers would prefer to watch a video about a product than to read about it. RESOURCES: What is visual commerce and why it matters for online retail? 4 Ways Visual Content Can Enhance Your Ecommerce User Experience 6 Types of Visual Content You Need to Use in Your Marketing Campaigns 8 Smart Ways to Leverage Visual Content in Your Ecommerce Marketing Strategy Have A Content Distribution Plan Creating good content is half the job done. It needs to be discovered by your audience to read, watch and engage. That’s why you need a good content distribution plan. Building an effective content distribution plan involves- ● Understanding where your audience are ● How to connect with your audience ● Aligning your content form with the nature of medium like Facebook is good for visual content, Twitter for blogs etc ● Leveraging various channels like social media, email, newsletters and ads etc., to share content RESOURCES: How to Build a Perfect Content Distribution Strategy 7 Steps to Creating Your Content Marketing Channel Plan 16 Ways to Skyrocket Your Blog Traffic Through Content Distribution
  29. 29. Content Distribution, Promotion, and You: A Marketer’s Guide Convert Your Audience In To Email Subscribers Your audience- people who visit your website, read your blog, watch your videos, follow you on social media- are a treasure trove. But you need to convert them to email subscribers so as to- ● Regularly engage with them ● Occupy their mindspace ● Tell your brand story ● Nurture them across the sales funnel ● Earn their trust ● Inform about your new products and offers Some ways to convert your audience into email subscribers- ● Subscription for blogs ● Request email id and permission to further share good content like ebooks ● Incentivized opt-ins like coupons and discounts on website and social media ● Run contests ● Encourage them to create accounts on your store ● Referrals from friends RESOURCES: 15 Quick Tips to Convert Visitors Into Email Subscribers 5 Strategies To Convert Your Readers Into Email Subscribers How to Turn Your Social Media Followers Into Email Subscribers Smart Actionable Ways To Convert More Of Your Blog Visitors Into Subscribers
  30. 30. Track The Right Metrics Monitoring the performance of your content marketing can help you in- ● Measuring RoI on your content investments ● Identify what’s working and what’s not ● Channelize your efforts on delivering channels ● Sharpen your content marketing strategy Which metrics to track? ● Audience- Page Views, Unique & Repeated visitors ● Engagement- Session duration, bounce rate, social share, comments ● Conversion- downloads, opt-ins, RESOURCES: Content Marketing Metrics To Track Content Marketing Performance – 10 Key Metrics to Track The Comprehensive Guide to Content Marketing Analytics and Metrics
  31. 31. Chapter 6: SOCIAL MEDIA Have Complete Profiles At All Popular Social Media Channels Social media offers numerous benefits to ecommerce brands like- ● Boosts brand visibility ● Helps engage with audience ● Find new customers ● Drives traffic to website ● Boosts SEO efforts With so many benefits, you must leverage social media. The first step is to create good profiles on the channels. Your profile communicates to the
  32. 32. world what your business is and creates the first impression. And that’s why each element must accurately reflect your brand message. Here’s what you can do- ● Choose @names carefully. Try to use your company name but if it is not available, pick a name that identifies with your company name ● Choose a profile photo that visually represents your business or brand ● Include useful information in the bio, such as your location or business hours, and a link to your website. RESOURCES: ● 6 Tips to Choosing the Perfect Twitter Name ● 7 Online Store Hacks For Social Media Traffic Place Social Sharing Buttons In The Right Places You can use social sharing to- ● Enable customers to follow you on social media ● Encourage your customers to promote your products ● Allow your customers to share about product purchases So place your social sharing button strategically so that your customers find them at right time and get motivated to share it. Here are few places to place social buttons for maximum impact- ● Product Pages ● Thank You Page after checkout ● About Us page ● Blog ● Email signatures
  33. 33. RESOURCES: How To Motivate Customers To Share Your Products Importance of Social Media Icons for eCommerce Sites and How to Set Them Correctly How to Display Social Media Stream on Website to Increase E-commerce Sales Twitter Marketing For Ecommerce: A Definite Guide Engage With Your Social Audience Most of the businesses on social media spend all their energy in growing follower base, promoting products and driving traffic to website. But few care about engaging with the audience. Social media engagement benefits an ecommerce business by - ● Building relationship with customers ● Boosting trust in your brand ● Making your business look humane ● Helping you better understand your customer needs So how to engage with your audience? ● Ask questions to your followers. Encourage them to talk to you. ● Run creative contests ● Share helpful and relevant content ● Share customer testimonials ● Encourage users to share their experiences with your business ● Organize Twitter chat or Facebook chat with your audience ● Promote social causes
  34. 34. A few popular tools that can help you in your social media engagement and other efforts are- ● Hootsuite- ​ Schedule, manage and report your social media activities. ● Klout ​create and share great content. ● Buzzsumo ​Analyze what content performs best for any topic or competitor and find the key influencers to promote your content ● Mention​ Track your brand mentions on news sites, social networks, blogs or any web page. RESOURCES: 5 Reasons Why Businesses Should Consider Social Media Engagement How to Engage With Your Social Media Followers Quickly and Authentically Social-Listening: 5 Ways To Really Engage With Your Social Media Audience 5 Ways to Increase Engagement With Your Target Audience Commit To A Posting Schedule Being consistent on social media is necessary. No one likes to engage with business or a person who is not active regularly. But then no one can be active 24X7 on all channels. Here’s a way to do it- ● Create a posting schedule- This will include the type of content you want to share, the number of posts per day etc. ● Use a scheduling tool like​ ​Sprout Social​, ​Hootsuite​ etc. Scheduling your posts has advantages like-
  35. 35. ● Optimizing your time and efforts ● Being consistent on engagement with your followers ● Automating a part of work to boost productivity RESOURCES: How to Create a Social Media Posting Schedule How to Schedule Social Media Content for Next Week, Next Month, and Next Year Keep Track Of Metrics Across All Channels Social media is goal oriented. All your efforts on social media websites are directed towards achieving your goals. The goals can be- ● Getting new customers ● Building brand loyalty ● Amplifying your brand message ● Driving traffic to website ● Increasing sales You need to monitor your social media performance to understand its effectiveness and take corrective measures where required. All the social media sites provide analytics to give you granular data. Here are a few key metrics you should keep an eye on regular basis- ● No. of sharing of your posts ● No. of comments on your posts ● No. of likes on your posts ● Traffic to your website ● Sales & revenue earned from social channels
  36. 36. RESOURCES: Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value 10 Metrics to Track for Social Media Success
  37. 37. Chapter 7: SELL YOUR PRODUCTS OUTSIDE YOUR STORE Facebook There are many places beyond your store where you can sell your products. Facebook marketplace is one of them. As of the third quarter of 2017,
  38. 38. Facebook had 2.07 billion monthly active users. You can tap into this massive audience by setting up a store on your Facebook page. Marketplace is available in the Facebook app and on desktops and tablets. Look for the at the bottom of the app on iOS or at the top of the app on Android. If using a web browser, you can find Marketplace on the left side of the Facebook page. You can setup your store on your Facebook business page. And when your customer visit your page, they can see your product listings and can directly buy products there. RESOURCES: How To Add A Shop Section To Your Page Social Commerce In 2018 And Its Future In Online Retail How to Guide on Facebook marketing for eCommerce success 3 Easy Ways to Set Up a Facebook Store to Start Selling in 2018 7 Online Store Hacks For Social Media Traffic Pinterest Pinterest also allows you to sell your products via buyable pins. Buyable Pins let people buy your products without ever leaving Pinterest. People can easily spot these Pins all over Pinterest—in search results, in related Pins and on your business profile.
  39. 39. According to Shopify, 87% of Pinterest users say they have purchased something they discovered while Pinning. Also, the average order value of sales coming from Pinterest is $50 – higher than any other major social platform. With over 12 million active visitors per month, selling your products on Pinterest can really boost visibility of your stores and sales. RESOURCES: Getting started: How to sell on Pinterest with Buyable Pins How to Setup Buyable Pins to Sell Products Direct on Pinterest The Complete Guide to Pinterest for eCommerce Instagram Instagram is the king of engagement. But it is also the right place for ecommerce stores like you to sell products. According to CIO.com- ● Over 600 million people share or view photos and videos on Instagram each month, ● 400 million people visiting the site daily. ● 60 percent of Instagram users said they discovered new products on the platform, ● 75 percent said they had taken action after being inspired by a post. Though in early rolling out stage, Shopping on Instagram provides eligible businesses with the ability to tag products in their posts. Every tagged product leads to a product detail view where a customer learn more about your product. You can tag up to 5 products per photo (or 20 products per multi-image post). You can tag products in both new and existing posts.
  40. 40. When someone taps a tag on your post, they'll see: ● An image of the product from your post ● A description of the product ● How much the product costs ● A link that takes them directly to your website, where they can purchase the product RESOURCES: How do I enable the ability to tag products on Instagram? How To Leverage Instagram To Drive Your Ecommerce Success? 11 ways to sell on Instagram Marketplaces - eBay, Amazon & Etsy There are many established online marketing places like Amazon, eBay and Etsy etc., where you can sell your products and boost your business. Some major benefits of selling on these online places are- ● Opportunity to expand your business beyond your store ● Making your business visible among millions of shoppers who visit these marketplaces ● A cost-effective way to acquire new customers ● Leveraging from the trust earned from these marketplaces However, you have to pay a fee to sell on these marketplaces and have limited control over things like product presentation, pricing strategies and processes etc. RESOURCES:
  41. 41. 32 Places to Sell Online: eCommerce Marketplaces & Platforms Pros and Cons of Selling on Amazon, eBay and Etsy The Pros And Cons Of Selling On Amazon Vs Ebay Comparison Shopping Search Engines Comparison shopping engines are also great place to boost your sales. These sites get millions of hits every month from shoppers who are researching and comparing various products. Some benefits of selling products on comparison shopping search engines are- ● Gaining visibility among shoppers with intent to buy ● Compete with similar shoppers ● Entice buyers with low pricing strategy ● Opportunity to upsell/cross sell You need to display your products in these sites. Your products will get shown on various comparison searches done by customers. If a customer clicks on your product then he will directed to your site. RESOURCES: Comparison Shopping Engines The Top 20 Price Comparison Shopping Search Engines Price-Comparison Websites Best Practices (For Retailers) Use An App To Streamline Operations When you sell your products on multiple channels like store, social media, online marketplaces and comparison websites then it becomes challenging to manage your operations. You can face challenges like-
  42. 42. ● Streamlining all orders and syncing it with your delivery process ● Price management for various channels ● Managing promotions of various channels ● Identifying ROI of each specific channel ● Inventory management as your sales increases eCommerce platforms like Bigcommerce and Shopify etc., offer multichannel operation management as a feature and they have apps to streamline your operations. Few apps for other ecommerce platforms - ChannelGrabber​ and ​SellBrite​, ​Sellberry RESOURCES: What is Multi-Channel Retailing? The Opportunities and How to Overcome the Operational Struggles 5 Tools for Multi-Channel Ecommerce Sales
  43. 43. Chapter 8: MOBILE Invest In A Responsive Theme Mobile is important for ecommerce. Mobile searches globally has already surpassed desktop searches and soon purchases on mobile will surpass those in desktops. Your site must be responsive to mobile devices. What is mobile responsive design? In a responsive website, the layout and/or content adapts to the size of the screen it is accessed from. The size of fonts, layout of content etc., adapts to the screen size to give a better user experience.
  44. 44. A responsive theme is the best way to make your store mobile friendly. There are many themes to choose from marketplaces like ThemeForest- ● Shopify Themes - ​Link​, ​Link ● Magento Themes - ​Link​, ​Link​, ● Bigcommerce Themes - ​Link​, ​Link​, ● WooCommerce Themes - ​Link​, ​Link​, ​Link ● PrestaShop Themes - ​Link​, ​Link RESOURCES: Be Accessible on Mobile Devices How Responsive Design Boosts Mobile Conversions 78 Best Ecommerce Website Design Examples & Award Winners Make it AMP Ready To make the mobile web faster, Google introduced Accelerated Mobile Pages (AMP) Project. AMP is a natural fit for e-commerce because AMP makes web pages fast, and fast pages help with purchase conversions. As per Google, AMP pages are 4X times faster than a mobile page. Some benefits of AMP are- ● Fast loading pages boost user experience and conversions ● Boosts your SEO efforts ● Search results on mobile display AMP pages distinctly which improves CTR of your pages ● AMP supports a range of mobile ad formats helping you better target customers on mobile RESOURCES: Getting Started with AMP for E-commerce
  45. 45. Accelerated Mobile Pages Project AMP for Ecommerce: Answers to All Your Questions on Accelerated Mobile Pages Why One E-commerce Company Is Going All-in On Amp (Hint: Conversions) Make Marketing Landing Pages Mobile Friendly Responsive themes can make your website mobile friendly. But can it improve conversions of your landing pages? No and that’s why you need to do more than adopt a responsive theme for your landing page. Here are a few things you can do- ● Trim the copy and make the message concise ● Use bullet points ● Use a base font size of minimum 16 pixels ● Use a short form ● Use just one CTA (Call To Action) ● Make CTA buttons distinct with bold colors ● Make the page load faster RESOURCES: The Anatomy of a Mobile Landing Page That Converts How to Build the Perfect Mobile Landing Page 5 Mobile Landing Page Mistakes to Avoid at All Costs How to Optimize a Mobile Landing Page that Converts Make Your Email Opt-ins And Newsletters Mobile Readable Email opt-ins are great way to collect a customer’s contact detail and permission to engage with her. Opt-ins provide privileged access to
  46. 46. customers. A smaller screen estate on mobile makes it essential to design opt-ins that are mobile friendly. Here’s a few things to consider- ● Put your message in one sentence ● Use one opt-in per offer ● Limit the number of fields in form to bare minimum ● Use a single opt-in for mobile Now that you will start getting people subscribing to your newsletters, offer information etc., it is important that you make your emails and newsletters readable on mobile. Here are a few tips- ● Use a legible font size ● Use a single column template ● Use images only when necessary ● Choose responsive newsletter templates RESOURCES: How to Create Mobile Optins That Win More Business 5 Simple Tips for Mobile-Friendly Emails 5 The Most Essential Tips for Creating Responsive Newsletters
  47. 47. Chapter 9: INCREASE YOUR CONVERSION RATES I wrote an in-depth article on improving ecommerce conversion rates here https://www.ecommerceyogi.com/ecommerce-conversion- rate-optimization/ Run Promotions Promotions have been an effective sales strategy since time immemorial. While the nature of promotions has changed since then its effectiveness still remains. In the online world, where finding better deals doesn’t take a lot of
  48. 48. efforts, promotions work like a magnet helping you attract a lot of customers. There are many types of promotional campaigns you can run in your store like- ● Percentage discount like 20% off ● Money value discount like $50 off ● Upgrade discount wherein people can exchange old product and buy a higher value product at a discount ● Free Shipping ● Threshold discount wherein your offer discount to people who cross a specific cart size ● Membership discount ● Daily deals ● Seasonal discounts ● End of sale offers Run promotions to attract new customers, boost your conversion rate and reward your shoppers. RESOURCES: How To Drive Sales With Ecommerce Promotions On Shopify The Essential Ecommerce Promotion Guide: 80 Tactics that Drive Online Sales Why Your Ecommerce Promotions Fail Use Cart Abandonment Software Baymard Institute gathered 37 stats on cart abandonment rates. Some studies reported cart abandonment rates to be as high as 80.30%. The lowest rate reported was 59.80%. People leave their products in carts due to many reasons like-
  49. 49. ● Hidden Costs ● Need to create an account to purchase ● Complicated checkout process ● Slow delivery ● Website crashes ● Lack of trust with website’s security Fix the technical issues, simplify your checkout process and be transparent on prices and other information. And use a cart abandonment software. The software allows you to send automated emails every time a visitor leaves products in his cart. It sends a gentle reminder asking the user if there is anything stopping them from completing the purchase. RESOURCES: Stop Losing Sales: 10 Quick Sure Fixes To Reduce Cart Abandonment What is shopping cart abandonment and cart recovery software? 13 Amazing Abandoned Cart Emails (And What You Can Learn From Them) Use Live Chat Software 23% of online shoppers abandon shopping carts because they couldn’t speak to anyone. A live chat software like ​Olark​, ​LiveChat​, ​Zopim​ etc., can help you in- ● Assisting shoppers with information ● Provide customer support ● Upsell and Cross sell products
  50. 50. And its cost-effective and fully automated. So, with less money, you can offer 24X7 shopping assistance to your shoppers. RESOURCES: 4 Reasons Your eCommerce Store Should Have Live Chat Top LiveChat Software Seven Retailers That Use Live Chat To Improve Customer Service Let Customers Know Your Ecommerce Store Is Safe Customers are wary of online frauds and privacy issues. Most shoppers want to feel assured before sharing their personal and financial detail with you. So, making your customers feel safe shopping on your website is key to increasing conversion rate. Here’s what you can do- ● Build an impressive website ● Display Trust badges for site, payment and data security ● Showcase customer testimonials ● Write a good ‘about us’ page ● Write a good return policy ● Put your contact details on the site RESOURCES: 11 Ways To Design Your Online Store For Trust How To Win Customers Trust With A Kick-Ass About Us Page? How To Write An E-Commerce Privacy Policy That Wins Customer Trust Let Customers Checkout As Guests Modern day marketing requires you to make your customers sign-up to your website. It helps as you collect some customer details in the process.
  51. 51. You can use the data to connect with him and build a long-term relationship. However, not every customer, specifically new buyers, would like to share their details on the first visit. This results in- ● Loss of sales ● Increase in cart abandonment ● Makes checkout process longer ● Loss in marketing efforts So give them a choice of buying as a guest. You can request them to sign up for your website later once the purchase is complete. But don’t make sign-up a barrier in your checkout process. RESOURCES: Checkout Best Practice 101: Guest Checkout Be Our Guest: A Guide To Ecommerce Guest Checkout Best Practice Optimize Mobile First Nearly 40% of Google searches happen on mobile. Over 30% of retail purchases happen on mobile. Mobile is critical to improve your store’s conversion rate and boost your sales. And just making the site responsive is not enough. Here are a few things to optimize your store for mobile- ● Ensure your site loads on mobile in less than 3 seconds. For every second delay, studies suggest a 20% loss in conversions ● Use a font size of 14X and more ● Trust Badges for site security, payment gateway security, business accreditation etc. ● Avoid full screen ad blinds
  52. 52. ● Improve site navigation ● Provide complete product information ● Enable ‘Add to Cart’ and ‘Buy Now’ from product page ● Create a shorter checkout process RESOURCES: 13 Top Mobile Online Store UX Secrets To Boost Sales How to Optimize Your Store for Mobile How to Make Mobile eCommerce Convert: What’s Effective In Mobile Design Right Now Boost Repeat Purchases With An Ecommerce Loyalty Program One of the best ways to improve your conversion rates is to boost repeat purchases. It is because the cost of acquiring a new customer is much higher than selling to a new customer. Also, repeat customers spend 67% more than existing customers. Loyalty programs help you gain business from your existing customers. Loyalty programs have other benefits like- ● Builds long-term relationship with buyers ● Provides engagement opportunities with customers ● Improves marketing RoI There are many providers like ​Smile.io​, ​Referral Candy​, ​Loyalty Lion​ etc., to help you run loyalty programs for your store. RESOURCES: Designing an E-Commerce Loyalty Program to Increase Retention and Sales 8 Powerful Customer Loyalty Programs for E-Commerce (w/ Examples)
  53. 53. The Best eCommerce Loyalty Programs Test To Perfect It's very important to try out new things and test different ideas to boost your conversion rates. A/B testing removes the guesswork out of your decision making and makes it data driven. Some of the major areas to try and test are- ● Home Page ● Product Pages ● Checkout Process ● Billing Page ● Landing Pages There are many good tools​ like ​VWO​, ​Optimizely​, ​Crazyegg​ etc., available in the market to conduct your A/B tests. Also keep and eye on the data to define the success of your testing. RESOURCES: A/B Testing For E-commerce Stores: What It Is And Why You Should Use It, Plus 10 Tests To Try 15 eCommerce A/B Testing Ideas to Make Your Cash Registers Ring Faster Than Ever Testing Ideas For E-commerce And Retail Sites Measure Progress Keep an eye on the analytics regularly and regularly monitor your conversion rates. Here’s how to do it- ● Identify the product pages with high and low conversion rates
  54. 54. ● Check their traffic sources ● Check new visitor conversion ● Check old visitor conversion ● Check cart value per conversion ● Identify the exit pages Once you see increase/dip in the conversion rates of any page, figure out the reasons and take corrective steps. RESOURCES: How to Track Conversion Rates in Google Analytics The 8 Most Important Conversion Metrics You Should Be Tracking 20 Reasons Your eCommerce Conversion Rate Is So Low
  55. 55. Chapter 10: GOOGLE SHOPPING ADS Setup Google Shopping Ads Shopping ads appear on Google Search, Images, YouTube, and more, when people search for products you sell. You can use Shopping campaigns to- ● Promote your online and local inventory ● Boost traffic to your website or local store ● Get better qualified leads. To run shopping ads, you need to set up your ​Google Merchant Center​ and Google AdWords​ accounts, and link them together. Here’s a video to help you ​create shopping ads on Google. RESOURCES:
  56. 56. About Shopping Campaigns And Shopping Ads Set Up Google Shopping Ads A Quick (but Useful) Guide on Using Google Shopping Ads to Generate Sales and Revenue Set Up Your Feed Properly Shopping campaigns are different from adwords wherein you can choose keywords for which you want your ads to appear. In shopping campaigns, Google crawls your feed and then determines the keywords or queries for which your ad should appear. Yes much like how SEO works. A feed is nothing but a format in which you provide information about your product. Setting up your Google shopping feed properly is important to- ● Make your ads appear on the right search queries ● Make buyers click your ads ● Boost RoI of your campaigns You can build a feed manually, by entering information about your products into a spreadsheet or by using plugin and apps that pulls information from your website. There are many apps like ​Shopping Feed, 3dcart​ etc., to help you scale and speed up your campaigns. Learn To Manage Bids Effectively Bids are the most important part of your Shopping campaigns. They are a factor in determining what keywords your ad will show up for and the spending on your overall campaigns. A higher bid will make your ad campaigns expensive while lower bids will affect the campaign effectiveness. That’s why getting your bids right is critical for your
  57. 57. campaigns. And it’s not that tough. Here are a few tips to win the bidding war on shopping campaigns- ● Start with defining objectives for your campaigns. What are you looking to achieve from your campaigns? ● Select clear metrics to measure effectiveness of your campaigns. ● Select the right bidding strategy. Google allows smart and manual bidding strategy. See what will work best for your campaigns. ● Start small and then grow big. Start with a few products and set a small budget per day. Grow as you learn from the experience. ● Use competitive metrics like benchmark CPC, benchmark CTR, impression share, and click share as well as tools like the Bid Simulator to assess your performance, hone your bid strategy, and make informed decisions. RESOURCES: Guide To Google shopping Bids Google Shopping Campaigns Optimization Guide Create and Optimize Effective Shopping Campaigns: Google Best Practices Optimize The Product Name And Descriptions Product name and descriptions play an important role in the performance of your Google shopping campaigns. You need to optimize them to increase their chances of appearing for more relevant searches. Here are a few things to optimize your product titles: ● Be specific in your title ● Use keywords used by shoppers. Use keyword planner to identify such keywords. ● Don’t use foreign words ● Use popular terms
  58. 58. To optimize your product descriptions, you need to - ● Use first 140-180 characters effectively. This is the part that is visible for shoppers. For the rest, they have to click ‘read more’. ● Put important information like brand, product type, size, key specs in the first 140 characters. ● Don’t use comparison with other products. ● Write in common man’s language RESOURCES: How To Optimize Product Descriptions For Google Shopping 9 Tips for Optimizing Your Google Product Listing Ad Campaigns Use Retargeting To Become Omnipresent People will click on your shopping ads, visit your website and buy the desired products. Though shopping ads generally have good conversion rates but still a good percentage of the shoppers will not purchase. You can target such shoppers with remarketing or retargeting. It offers benefits like- ● Gives your more brand exposure thereby increasing the chances of getting sales ● Helps you occupy customer’s mindspace while he is still searching for products ● Opportunity to offer you better deals and discounts ● Opportunity to upsell and cross sell
  59. 59. Remarketing for shopping ads work the same way as remarketing for search ads. You can set your bids, create ads, or select keywords keeping in mind that these customers have previously visited your website. RESOURCES: How To Use Shopping Remarketing Lists Different Types Of Google Shopping Remarketing Ads Mention the promotions you are running Merchant Promotions is a free feature that allows you to distribute online promotions with Shopping ads. When you add promotions to products that you sell on Google, shoppers see a “special offer” link (e.g. 15% off, free shipping, etc.). This link can increase the appeal of your Shopping ads and encourage shoppers to buy. It is a good idea to mention all special offerings you are providing to your shoppers. Some of the offerings can be- ● Free Shipping ● One-day delivery ● Discounts ● Free Gifts or Sample products RESOURCES: Merchant Promotions And How It Works Three Tricks to Make Google Merchant Promotions Work for You
  60. 60. Chapter 11: FACEBOOK ADS Setup Facebook Ads You’ll need to create an advertising account to run advertisements on Facebook. Every account has an ad manager available to run campaigns. But, if you plan to manage more than one ad account or if someone else (employee or agency) will be managing your account you will need to use a Business Manager account​. A Business Manager account gives you benefits like- ● You can create separate ad accounts for different businesses, pay for ads with different payment methods, and organize by objective for reporting. ● You can allow specific, role-based access to ad accounts, Pages, and other assets to your employees, as well as easily see who's working on what.
  61. 61. ● See the performance of your ads across different ad accounts and get reports. RESOURCES: How to Set Up Your Facebook Advertising Account Advertise on Facebook Setup Conversion Tracking Conversion tracking is essential measure the effectiveness of your ads and its return on investment. Facebook Pixels is to FaceBook what Google analytics is to Google. It helps you track your ad performance. You can understand the actions people take after seeing your ads. How many people clicked on the ad? How many conversions? How many liked your page after seeing the ad? And a lot more. Facebook pixel tool allows you to create a JavaScript code to place on the pages of your website you want to track. For example, if you want to track checkouts, you need to put the code on the checkout confirmation page. Conversion tracking also helps you show ads to people who are more likely to convert. RESOURCES: Measure Conversions On Facebook Getting Started with Facebook Pixel Use Carousel Ads
  62. 62. Facebook carousel ads are great for ecommerce businesses to engage and convert their audience. According to Kinetic Social, these ads can drive up to 10 times more traffic to websites than static posts on Facebook. The carousel ads allows you to showcase up to ten images or videos within a single ad, each with its own link. You can use it to- ● Showcase different products ● Highlight different sides of the same product ● Tell a story around your product or service ● Use combination of images and videos to give a lot of information in concise and engaging way RESOURCES: Creating your carousel ad Creative Specs And Technical Requirements For Ads FB Carousel Format Creative Examples The Ultimate Guide to Facebook Carousel Ads Use Power Editor If you are running large scale ad campaigns then you must use Facebook Power Editor. It is a great tool to manage a lot of campaigns and eases a lot of complex tasks for you like- ● Bulk editing your campaigns ● Manage multiple ads ● Import ads using excel ● Search and apply filters to quickly find the right information ● Customise reports and save data sets to see the numbers that are most important to you.
  63. 63. RESOURCES: Power Editor Basics Manage Facebook Campaigns At Scale Facebook Power Editor: A Crash Course into Facebook’s Powerful Ad Editor 7 Hidden Facebook Power Editor Features to Save You Time Lookalike Audience Facebook’s Lookalike Audience feature is an excellent way to reach new people who are likely to be interested in your products and services because they are similar to your best existing customers. According to Upwork- ● Lookalike audiences had the Best CTR in 80% of campaigns ● Lookalike audiences had the Best CPI in 60% of campaigns ● Lookalike audiences had the Best CPA in 60% of campaigns Facebook creates lookalike audience based on your existing customers, website visitors and people who like your pages . Using it, you can target people who have demographics, interests and economic profile of your existing customers. And increase your sales. RESOURCES: Lookalike Audiences Create a Lookalike Audience The Ultimate Guide to Facebook Lookalike Audiences Here’s How You Can Put Facebook’s Lookalike Audiences to Work for Your Brand
  64. 64. Remarketing Remarketing to people who have visited your website and shown interest in your products is an excellent way to boost sales. Facebook remarketing allow you to track people who have visited your website and show your ads on their facebook feed. You can use the remarketing ads to increase the chance of conversion by- ● Offer discounts on the product your visitor has shown interest in ● Show similar products ● Cross sell and Upsell ● Reach him with a new message RESOURCES: 5 Simple Steps to Create a Facebook Retargeting Campaign 6 Facebook Remarketing Tactics That Work The Ultimate Guide to Facebook Remarketing About the Author After working 7+ years as a digital marketer for startups and large enterprises I quit my job to start EcommerceYogi. Here I share the exact same tactics which I have used to drive millions of users per month to e-commerce stores. Follow me on ​Linkedin​ and ​Twitter​ to stay connected.

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