How to engage returning visitors on your Shopify store

As a store owner, you’ve probably already heard the arguments for engaging returning visitors. You know that it costs 25 times more to win a new client than to win repeat business. You know that increasing customer retention by a mere 5% can boost your sales by 25% - 30%.  And you’ve also heard that returning visitors are more likely to add products to the cart, complete the purchase, and even spend more than first-time visitors.  The problem? How do you ensure that it all happens on your site? How do you engage returning visitors and convince them to continue buying from you?  [subscribe] In this guide, I’ll show you 5 strategies that will help you engage returning visitors and strengthen their connection with your store.  Before we dive in, let’s take a look at how Shopify stores typically engage visitors.  The state of visitor engagement on Shopify stores  Close to the end of 2018, we conducted a research study to identify the level of visitor engagement among Shopify stores.  We were pleasantly surprised that 62% of stores use at least one engagement strategy. Brilliant! The most popular strategies include popups, live chat, and social proof notifications.  But we also discovered that the majority of stores do not use these strategies to their full potential.  For example, 76% of the stores we researched fire off a popup immediately after a visitor lands on their site. At the same time, we know that timing and segmentation can multiply conversion rates and drive more signups.  Similarly, for many stores, a live chat is nothing but another customer service channel. Yet, those who use it as a sales tool tend to report better results and conversion rates.  To maximize your potential to convert returning visitors, try out these 5 strategies: Strategy #1. Acknowledge the returning visitor This is a simple trick that can drive conversions. When setting up your call to action, acknowledge the person’s return visit, and use it to engage them with your brand.  Medium, although not an ecommerce brand, does this wonderfully. Take a look at the popup example below. Note how candid the company is about its intentions. After all, since the visitor has been on the site before, why not openly ask them to create an account?  A similar strategy in ecommerce would involve creating a “Welcome back” popup, acknowledging the return visit and offering value to the visitor.  Strategy #2. Evoke the returning visitor’s curiosity When you think about it; engaging returning visitors is as challenging as ensuring that anyone visiting your site for the first time wants to buy from you.  Now, it’s true; returning visitors don’t feel anxious about buying from you anymore. But because they have bought from you before, it’s also harder to fire up their interest. At the same time, it’s that same interest that can keep them engaged with your store… Luckily, there is a way to do it – Evoke the shopper’s natural curiosity. You don’t have to do much to achieve it, either. Ask a returning visitor about themselves, for example. This will naturally make the person’s antennas go up. They might think whether you’re asking because you know something about them they don’t know. And that natural curiosity will engage them with your offer.  (Note, whether they’ll convert will rely on the offer, of course. But the curiosity will get them to notice.) Here’s a popup using this strategy to get a visitor to read the rest of the offer.  Strategy #3. Create special offers for returning visitors only Another powerful strategy. This one, however, relies on you showing returning visitors how much you care about them and their repeat business.  In this strategy, the goal is to engage those visitors by rewarding them for their loyalty.  How, by creating an offer - a discount, typically - that applies to them only, and rewards them for their subsequent purchase.  PureCycles, for example, displays a popup offering a hefty 15% discount for the next purchase.  But your offer doesn’t have to involve discounts, of course. At Wisepops, we've found offers to attract the highest engagement. Still, you could offer access to exclusive product lines before anyone else is able to purchase those. Or even the ability to purchase products that will never be released to the public store.  The key is to offer returning visitors something unique for them, something they can’t get unless they do come back to the site over and over again.  Strategy #4. Run a contest aimed at returning visitors Contests are one of the most popular ways of engaging visitors. They’re fun, promise getting something in return, and offer you a chance of your brand going viral.  But what if you run a contest designed for returning visitors only? What if you advertise it as such, and present it only to people who visit your site for the nth time?  I’d imagine they’d be quite intrigued by the concept (and engage with it immediately, at that.) Native, who uses Littledata's Google Analytics connection, ran this time-limited contest on their site, promoted with a clever Shopify popup.   Strategy #5. Show returning visitors the downside of not buying from you The final strategy works particularly well on visitors who tend to sit on their purchase. Instead of completing it, they add products to the cart, then wander off, contemplating their next action.  It happens all the time, sadly.  One way to engage them and gently “push” towards the sale is by showing the downside of not acting now.  Gaiam, for example, uses a simple scare tactic. The site tells visitors how popular a product is (one the shopper is thinking about buying), and how likely it is to sell out before they get it.  Many hotels and travel sites use a similar strategy to convince visitors to act now in a similar way. They display the current interest in a given property or a room to evoke fear in visitors and push them to act. Trust your Shopify tracking This isn't technically in the top 5 strategies, but it's perhaps the most crucial part of the shopper re-engagement process. Tracking your returning visitors tells you exactly which of your marketing channels are working (and which are not), which campaigns are converting, and the re-engagement methods (email campaigns, etc.) that work best for your store. Without proper tracking, you're stabbing in the dark. Unfortunately, many Shopify merchants rely on the broken tracking of Shopify's native analytics or the incomplete attribution in Google Analytics. Have you experienced these data discrepancies between Shopify and GA? They can be extremely frustrating, especially since they have a negative impact on your decision-making. [note]Here's why your Shopify data doesn't match what you see in Google Analytics[/note] Luckily, Littledata provides an ideal solution. Their Shopify app, which automatically fixes your tracking. That means accurate data for shopper behavior, marketing attribution and more. [tip]Get a full month of accurate data — try Littledata free for 30 days[/tip] Not to mention, the app offers daily data audits and ecommerce benchmarks, so you can know exactly how your store stacks up against similar products. Wrapping up Returning visitors offer an incredible business opportunity. They are far more likely to buy and spend more on their purchases at that.   However, to increase those repeat purchases, you need to engage returning visitors and keep them close to your brand.  All that’s left is to start implementing the ones you liked the most in your store.  Good luck!   This is a guest post by Greg d’Aboville, Head of Growth at WisePops, a popup app. Greg has helped major brands like Fender, Nissan, and Skechers maximize lead generation strategies and 10X their results.

2020-03-19

4 pricing optimization strategies for Shopify subscription stores

The subscription ecommerce market has an estimated worth of $12B-$15Bn. What’s more, 2018 was the year in which the highest amount of capital was invested into subscription box businesses. Fast-paced growth and yet-to-be-discovered niches attract numerous big retailers and new market entrants. To stay ahead of the competition, you must utilize pricing power to the fullest extent. Luckily, we’ve gathered four pricing optimization strategies for your Shopify store. But before jumping into that, let's figure out why the subscription business model is attractive to online retailers as well as shoppers. [subscribe] What makes people subscribe? People have recurring needs. Instead of shopping for everyday products over and over, they use subscription services that deliver everyday needs to their doorstep. While big retailers apply this model mostly on consumer goods, an increasing number of SMBs utilize it to send subscribers a selection of enjoyable lifestyle products to be discovered. The lifestyle products range from a french press to a book, from candles to clothes, and so on. From a retailer point of view, this model reduces the risks arising from uncertainty. SMBs often have a hard time estimating business costs and profits accurately, whereas subscription stores do not face uncertainty problems thanks to their steady customer base and stable costs. [tip]Trust your subscription tracking with the ultimate ReCharge guide for Shopify[/tip] More and more retailers either switch to this model entirely or apply it on certain products in their assortment. So, what’s a good pricing strategy to outshine the competition? 1) Measure Willingness to Pay (WTP) Willingness to pay is the maximum amount of money people are willing to give up in exchange for your products. Before setting the price of a product, measure WTP. Charge a price in line with customer expectations to substantially increase the likelihood of purchase. Surveys are the easiest way of measuring WTP, and they grant you a chance to get to know your audience better. Ask the value-adding qualities of your service and find out customers’ pain points: "Please rank order the product features below according to the value you see in each" "Which product feature(s) do you think should be improved?" Keep up the good work and improve the negative aspects identified by customers. Perhaps more importantly, customers will be happy to know that their ideas are appreciated and taken seriously. It’ll increase the chance that they refer your subscription store to their friends, and referrals are far more effective than traditional marketing channels. In turn, offer referral discounts to enhance customer loyalty. Out of WTP research, you'll obtain multiple price points around which people are clustered. The following step is to utilize that data to divide your target audience into several segments. 2) Offer a variety of options and pricing Naturally, people differ in their WTP for a product. Now that you've segmented your audience based on shoppers' WTP, it's time to target each segment at different price points. For example, if you sell lifestyle subscription boxes like Birchbox, make boxes of varying quality and charge more for high-quality ones. Tiered pricing structure entices both price-sensitive and luxury customers to subscribe to your boxes. WTP changes over time, but it’s impossible to conduct WTP research frequently. Instead, test different price points to see if they yield better results. Note that even though fewer people buy luxury products, they can generate higher profits. Since high-end buyers don’t look for cheap prices, provide them a truly premium service quality. When it comes to commodity goods, however, no one wants to pay extra money for toothpaste. If your Shopify store specializes in everyday essentials, offer competitive prices. Which brings us to our next point... 3) Track competitor prices Millennials are financially worse off than older generations, and it's reflected in their shopping behavior. Price is the most influential factor  when US shoppers decide where to buy a product. Thanks to the transparency of online prices and ease of using comparison shopping engines, shoppers effortlessly find the cheapest deal for their everyday needs. The only way to appeal to a price-sensitive and tech-savvy audience is by offering the cheapest deals for commodity goods. That's why you have to track competitor prices. You can try manual tracking, but the results won't serve the purpose. By the time you finish collecting competitor prices, the data will be irrelevant. Prices change far more frequently than we could track manually. Another option is building an in-house pricing engine. Since it'll only belong to you, you can customize it according to your needs. The important thing to note here is that the software requires maintenance. You'll devote a lot of time and resources to software development, and the expenses will keep coming up. And finally, you can use pricing SaaS with a monthly fee. Your activity is limited to the standardized service the company offers, but you don't spend hours on software development and maintenance. It's more affordable than maintaining an in-house engine. 4) Make use of predictive analytics Predictive analytics is a technique to predict future outcomes based on historical and real-time customer data. What does it mean for a subscription ecommerce store? You know that customer retention is far more important than customer acquisition. Returning customers account for more than 40% of US revenue even though they make up only 8% of all online visitors. What does it have to do with predictive analytics, or pricing to start with? Costs increase over time. Since you can’t sell at a loss, you have to increase prices. But price increases come at a cost. It’s highly likely that a portion of your customers will leave when faced with a price increase. Before making major changes in your pricing structure, use predictive analytics to determine which customers/segments will likely to churn after an increase. Don’t alienate the most price-sensitive customer segments with an increase. A small profit is way better than no profit. Final Words Subscription ecommerce is gaining popularity among online retailers. To stay ahead of the competition, retailers must utilize the power of pricing. Implement these optimization strategies to gain and maintain a competitive edge: Measure Willingness to Pay and take it into account when pricing Provide multiple products at different price points to target each segment Track competitor prices Make use of predictive analytics And of course, track with accuracy – the data never lies, and tools like Littledata's Shopify app for Google Analytics (or Segment) also help optimize your pricing strategy. With better data, you can price better!   This is a guest post by Betül Parlak, Inbound Marketer at Prisync, which helps ecommerce companies increase sales by tracking prices automatically from any marketplace around the world.

2020-02-27

Top 10 post-holiday Shopify marketing strategies

Organizing your ecommerce marketing strategy following the holidays can feel like going to the gym after finishing a marathon.  You’ve just survived the craziness of holiday marketing, an extra high volume of orders, and the early January returns and exchanges. Come January, your marketing muscles are still pretty sore.  However, Q1 is ripe with opportunities to plan new strategies for slower seasons. Here are our top 10 post-holiday marketing strategies for Shopify merchants:  Take advantage of the “fresh start effect”  The “fresh start effect” is a phenomenon that suggests people are more likely to take action on their goals during a time that marks the start of something new (i.e. the start of a new workweek or new semester). Of course, it also includes one of the most powerful “fresh starts” of all: the new year. Encouraging customers as they work toward their goals with renewed gusto is one of the best ways to do this. The key is positioning your products as a way to help customers achieve their goals.  Here are some examples of how brands have successfully tapped into the fresh start effect: 1) Post-holiday mail marketing by Pact and 100% Pure Both Pact and 100% Pure used email marketing to encourage customers to work toward their New Year’s resolutions. Both brands highlighted how their products can actually help customers more easily achieve their goals. Take a look at the following subject lines and see if you notice a pattern: Let’s highlight some of the words that appear more than once in these subject lines:  Start New Year 2020 Change Using words in your subject lines that are connected to the idea of starting over (a fresh start) is a simple but powerful way to increase the open rate of your emails after the holidays.  2) Resolution blog posts by Veestro and Thought Did you make any New Year’s resolutions? Even if you didn’t, there’s an excellent chance many of your customers did.  Create content related to how to set or maintain resolutions related to your products, and tap into the fresh start effect in a memorable way. In addition, these posts are designed to be shareable, which means more exposure for your brand.  For inspiration, check out the resolution articles by Thought and Veestro.  3) Playful social media posts by Pura Vida Starting over doesn’t have to be serious. Pura Vida used their Instagram feed after the holidays to drum up excitement for the new year while managing to keep the tone light: 4) Humanize your brand with post-holiday personal content Personal content, such as an end-of-year reflection, is more expected following the holidays than during other times of the year.  Personal content reminds customers that your company is made up of real people, just like them. This type of content is especially beneficial for smaller companies, emerging companies, or startups because customers love to support entrepreneurs.  Sharing something personal can be scary, so steal some courage from the founders and entrepreneurs who’ve done it before you.  5) Passion Planner’s “Letter from the CEO” This frank letter to customers shares both the highlights and the “lessons learned,” such as “You can’t please everyone.” And the letter ends with a genuine thank you to all of Passion Planner’s loyal fans.  6) Skully’s Beard Oil’s Instagram gratitude post Skully’s Beard Oil  is another brand that took the after-holiday opportunity to share something personal with customers. They posted a candid shot of the founders with the following message of gratitude:  Start marketing for Valentine’s Day Last year, shoppers set a record for Valentine’s Day shopping at $20.7 billion spent. While the holidays are probably your real high-traffic days, Valentine’s Day is a huge sales period for ecommerce. Don’t wait until the week before the 14th to start marketing for Valentine’s Day. Start now! Here are some creative ways to use the post-holiday time to prep your customers for Valentine’s Day purchases:  7) Create a special “Valentines Day” category in your shop Make it easy for customers to choose a Valentine’s Day gift from your store by creating a special product category. This whittles down the choices customers have from your whole store to a single page of items.  Not only does this reinforce the idea that your products are good Valentine’s Day gifts, the reduced number of options paradoxically makes customers more likely to purchase.  For example, take a look at how Kate Spade has designed its Valentine’s Day category. The fashion brand goes a little further to call the category a “gift guide.”  8) Implement a home page Valentine’s Day banner Start reminding website visitors that your products make good Valentine’s Day gifts with a home page banner. Hopefully, they’ll remember your store when Valentine’s Day arrives, or maybe they’ll purchase in advance.  Man Crates has already launched its Valentine’s Day home page banner:  9) Capture Valentine’s Day search traffic with Google Ads You might not be able to compete organically with global brands for high-converting searches like “Valentine’s Day gifts for husband,” but you can siphon some of that traffic with paid advertising on Google.  To make your ad dollars count, don’t send traffic to your store home page or a product page. Instead, create a specific landing page for your Valentine’s Day ad. This way, there’s no disconnect between the ad copy and the landing page.  For example, check out how Minted connected their Google ad to a dedicated, Valentine’s-Day-specific landing page. Here’s their Google ad:  And here’s their landing page: 10) Use similar strategies for other Q1 and Q2 holidays If you find that a strategy was successful for Valentine’s Day, try repeating it for other holidays or events that take place in the first half of the year.  Here are some holidays and events to be thinking about: The Super Bowl (February 2) The first day of spring (March 19) Easter (April 12) Mother’s Day (May 10) Memorial Day (May 25) Father’s Day (June 21) You can also review the list of fun “national days” in 2020 to find days that might be hyper-relevant to your brand. Accurate tracking for marketing attribution The most effective marketing strategy is one that enables better decision-making for your Shopify storgae – accurate tracking for marketing attribution. Littledata's Google Analytics app for Shopify allows you to connect your data from Facebook Ads, Google Ads, Google Optimize and Refersion (affiliate marketing) so you can easily and accurately track the source and channel from which your shoppers arrive at your store. [subscribe heading="Try Littledata free for 30 days" background_color="green" button_text="Get Started" button_link="https://www.littledata.io/app/get-free-trial"] Wrap up: Plan for the slow season  As you roll out the immediate post-holiday marketing strategies shared here, we’ll leave you with one final way to leverage this time: planning for the slow season.  For most ecommerce stores, the slowest sales period is during the summer months. People are preoccupied on vacation, customers have more time to shop in brick-and-mortar stores, and the summer doesn’t have any major commerce periods like Black Friday Cyber Monday.  That’s why ecommerce merchants should plan ahead, building marketing strategies to boost sales and brand awareness during slower months.  Fortunately, the post-holiday period is the perfect time to start planning for summer.   This is a guest post by Krista Walsh of Electric Eye. Krista is a copywriter for ecommerce small businesses. Her writing and messaging strategies help her clients speak to their customers’ values and emotions for more sales.

2020-01-31

Why every Shopify store should offer a "Buy Now, Pay Later" payment method

There are so many aspects that go into running your ecommerce store — finding the right combination of products, creating eye-catching product pages with tasteful images, reaching relevant customers with your marketing efforts, managing inventory and shipping, to name a few. The decision of which payment option to use likely falls to the bottom of your list. A payment is a payment, right? Wrong! Selecting a payment method is one of the most critical elements of the customer journey, and offering the right assortment of payment options is one of the most direct ways to impact your conversion rate. Think of it this way: by the time a prospective customer has reached the payment phase of the checkout, they have already made a purchase decision. They’ve found your site, chosen a product, selected the right size and color, etc. They’ve already done the main leg work. At this point, any friction in the payment process can result in a lost sale. A customer is not a customer until they click that pay button. Your job as an online store is to make clicking that button as easy as possible. By now, you've probably heard of “buy now, pay later” solutions, like Sezzle. This new wave of alternative payment methods make optimizing conversions at this critical juncture especially easy. By allowing shoppers to pay for purchases over time (rather than all up front), this new payment solution has opened doors for consumers all over the world that fear the use of traditional credit.  What is a “buy now, pay later” solution? Retailers have long provided shoppers the ability to pay over time with installments. “Buy Now, Pay Later” solutions offer a new twist on financing for Shopify merchants (and any online retailer) with simple installment plans.  Layaway options became popular in the United States after the Great Depression, when retailers began offering them as a way to generate sales with cash-strapped consumers. In the old layaway model, shoppers would physically go to the store and put down installment payments for merchants to hold an item they wanted. Once a shopper had made enough payments to cover the purchase, the sale was complete. But in the 1950s, a new innovation was introduced that allowed shoppers to pay over time: the credit card. Credit cards allowed shoppers to swipe, receive their items immediately, and then pay the credit card company back at a later date. Credit cards quickly expanded to the nearly ubiquitous presence they are in retail today. Of course, the downside of paying with credit cards is that they are only available to those who are approved for credit; as many of us know, they also carry the threatening potential of exorbitant interest and fees. Luckily, new fintech solutions offer a modern alternative to credit cards designed for the modern consumer. Sezzle, for instance, allows shoppers to pay for ecommerce purchases in four equal, interest-free installments.  With this solution, shoppers pay only a fraction of the purchase price during checkout and merchants ship their orders right away. The buy now, pay later platform then pays the merchant upfront for the full amount, less a small processing fee. The remaining installments are automatically collected from the shopper every two weeks, with no interest or additional cost to the consumer. In short, buy now, pay later options provide a new way for shoppers to buy now, get their item now, and pay over time, at no additional cost. Why offer a “buy now, pay later” option? Buy now, pay later solutions are a proven way to increase sales for merchants. There are many benefits to adding an installment payment solution to merchants, including: 1. Reaching new customers To maximize your reach, it's no longer sufficient to offer only credit card options. Credit cards are a great purchasing tool, but only for customers who have them. However, the number of credit card holders in your target audience might be far fewer than you think; only one in three millennials own a credit card, according to a 2016 bankrate study.  There are many underlying factors driving this statistic — from the credit crisis of 2008, to mounting student loan debts for young people, to regulatory changes that made it more difficult for credit card companies to extend offers to those under the age of 21.  The key point for merchants is this: payment behaviors are changing dramatically for young consumers who have increasingly come to expect to be able to pay with a digital wallet, alternative payment platform, or an installment plan. In fact, over 87% of consumers want a simpler way to pay over time that is not a credit card. By not providing these options, you are leaving potential money in the cart. 2. Increasing conversions More than two-thirds of all online shopping carts are abandoned, according to the Baymard Institute. The second most commonly-cited reason was the cart becoming too expensive.  When customers see the total tallied up, they get sticker shock. Offering an installment payment solution that lets shoppers check out now and pay over time dramatically reduces cart abandonment rates.  On average, for stores that have added a buy now, pay later method, checkout conversions have increased by almost 40% for first time visitors. Reducing sticker shock of a one time purchase reduces cart abandonment, which means more sales! [note]There are other effective methods for reducing cart abandonment, too.[/note] 3. Reducing return rates High return rates are a pain point for merchants. When customers are consistently returning their purchases, it can add a lot of unwanted and unneeded stress to your store. For merchants that use interest-free installments, return rates have decreased dramatically — some stores even drop down to 1% in returns by adding this alternative payment method. Through lowering these returns rates, buy now, pay later solutions can keep you and your customers happy.  4. Tapping into a millennial trend Buy now, pay later solutions have exploded in popularity in recent months. In other parts of the world, similar payment methods have become the predominant form of payment, with young shoppers mainly driving this trend. Young shoppers like the freedom of paying over time, without the financial pitfalls that credit cards pose. For them, they see these solutions as a kind of layaway on-demand or layaway for the digital age. As more and more major brands accept these payment methods, the trend will only accelerate. Why not get ahead of the curve by implementing this solution for your store now? Global expansion of “buy now, pay later” The rapid customer acceptance and adoption of buy now, pay later solutions led to Sezzle’s first international expansion into Canada in 2019. This market was chosen given the similar customer profile and online shopping habits of American and Canadian consumers. Much like their American neighbors, Canadian consumers have an aversion to credit cards and a desire for more flexible and lenient payment methods, making this move a logical extension of Sezzle’s platform. This entry gives Canadian merchants the opportunity to offer a new payment solution to their customers. As Kappa Canada CEO stated, Sezzle is essential to delivering “flexibility in the buying process” to customers and gives them a platform to extend their brand reach. This expansion also opens up an entirely new market of consumers. The market of Canadian online shoppers is growing at an unprecedented rate and is anticipated to increase by more than 25% by 2021, making this the opportune time to expand into this space.  This rapid global expansion of the buy now, pay later space has proved very beneficial to those merchants that sell in multiple countries or use differing currencies. [note]If you have stores on Shopify Plus, learn how you can easily track your multi-currency sales with 100% accuracy.[/note] The US is brimming with merchants that sell their products worldwide, making it difficult when a payment platform only serves US shoppers. However, as the buy now, pay later space maintains its global growth, this problem will continue to diminish. Since its expansion in Canada, Sezzle has seen success with global merchants that now have the ability to sell to both US and Canadian consumers, in both American and Canadian currencies. For merchants looking to expand internationally, it will be important to note the aggressive growth that the buy now, pay later space has seen in recent years and the rapid growth that is expected to continue moving forward. As this alternative form of payment expands, so will its acceptance into international countries, making it an innovative move for every type of merchant.  The best pay later solution for small businesses Buy now, pay later payment solutions are a proven way to reach new consumers, increase conversions, and tap into what Visa has called a trillion dollar market. The right payment solution can have a dramatic impact on your sales and customer lifetime value (CLV / LTV). As you consider which payment methods to use, think of the customer first. In the customer’s mind, the payment process is an extension of the store. A bad payment experience — whether it involves high interest rates or getting hit with hidden fees — equals a negative shopping experience.  Therefore, it’s important to integrate payment options on your store that fit with the values and customer experience standards of your high-potential customers and buyer personas.   This is a guest post by Kevin Wild of Sezzle, a payments disruptor that allows shoppers to budget their payments over time by splitting purchases into four interest-free installments over six weeks. By offering its ‘buy now pay later’ solution, Sezzle provides consumers with the financial freedom to buy what they want without having to fall back on high-interest credit cards. 

2019-12-18

The Shopify merchant's guide to Google dynamic remarketing ads

As a Shopify merchant, you probably use a number of marketing strategies to drive unique traffic to your store.  With the help of SEO marketing, PPC ads, and even influencer advertising, you will notice a significant increase in traffic to your site. However, not all new visitors ensure a conversion (most don't), and not all Shopify marketing strategies are created equal. In fact, over 75% of all online businesses report that new visitors hardly convert or commit to making a purchase.  If you're finding many of your shoppers stop midway through the purchase funnel (either after adding an item to cart or not purchasing after multiple store visits), thenGoogle dynamic remarketing ads  sounds like the perfect solution for you. Campaigns from these types of ads result in increased sales and greater visibility among potential buyers. With the full guide below to creating dynamic remarketing ads that drive higher-quality traffic to your store, you'll give shoppers the extra push they need to convert.   What are Google dynamic remarketing campaigns? Google’s dynamic remarketing campaigns are special Google Ads campaign types that target users who have already visited your Shopify store at least once. These campaigns are fully customizable; different ads can be used for different visitors based on their interaction with your store. As a concept, remarketing ads were born from the idea anyone who has visited your store or clicked on a product must be interested in a purchase. While this may seem like an assumption, the stats don't lie. The main job of remarketing campaigns is to follow up with visitors and remind them of their initial interest, which inducing them to make the purchase. For example, let's say you sell sports apparel on your Shopify store. A visitor on your site looks up a pair of Nike shoes, reads the product description, stays on the page for 45 seconds, and then exits the tab. With a Google dynamic remarketing campaign, you can send targeted ads for Nike shoes to that visitor based on the product page they visited. You can create these campaigns with multiple iterations as well. For instance, you can split your visitors into customizable audience lists and have Google send out custom ads based on the list they belong to. These lists include shoppers who visited your home page, product pages, added an item to cart, and more.  Why Shopify merchants need Google dynamic remarketing campaigns  There are many advantages of using Google dynamic remarketing ads in order to meet your sales goals and increase your business’s growth. There are many advantages of using Google dynamic remarketing ads in order to meet your sales goals and increase your business’s growth. Here are a few of the best reasons for you to sue such a campaign using a Google ads dynamic remarketing guide.   Reason 1: Encourage shoppers to return to their carts About 75% of shopping carts are abandoned without a completed checkout. This is where remarketing ads can make a difference. Most shoppers simply browse or add things to their cart for a purchase at a later date. You can create a campaign that targets such kinds of visitors and remind them of their interest which will nudge them into making a sale. If your store has a special offer, you can also add this to the ad which sweetens the deal for the customer. Reason 2: Personalized ads Recent studies by Accenture show that customers prefer personalized ads. Not surprisingly, the chances of a shopper making a purchase increase significantly following a "personalized" ad. Google dynamic remarketing campaigns are tailor-made for ads that feel personal and highly targeted.  One way to do this is sending customized emails based on past shopping behavior on your site. This creates a personal connection with the customer and makes them feel like you care about their experience and patronage. Reason 3: Returning customers Returning customers tend to spend more money than any other type of shopper. A remarketing campaign wades through the sea of choices and reminds customers of their previous spending history. These types of targeted ads will boost your sales and create a stronger bond with your customers. Reason 4: Updating shoppers One of the top advantages of a remarketing campaign is showing new products to past (interested) visitors.  For example, if you have recently expanded your product line to sell plus-size clothing for women, creating a campaign about this update will keep you relevant. A shopper who couldn’t find her right size (but liked the style of clothes at your store) has a better chance of returning to your store. You can also use the campaign to promote customer loyalty programs. Reason 5: Great ROI Blue Mist Marketing found remarketing campaigns cost 56% less than other types of marketing strategies. Google dynamic remarketing campaigns give you relevant data to show exactly how much you are profiting with respect to your time investment. Based on this data, you can create more effective marketing ads. How to create a dynamic remarketing campaign in Google Ads Even with minimal coding experience, dynamic remarketing is fairly easy to set up. Google automatically creates 5 different customer match lists based on the pages shoppers have visited on your store. These include: Converted customers Homepage viewers Product Page viewers Shopping cart abandoners Category Page viewers You can also customize these lists. However, if this is your first time using dynamic remarketing, we suggest you use Google’s list and make changes later. Creating a remarketing campaign is a simple 3-step process. For success, carry out the following steps in order: Make sure that your Google Merchant Account is linked with your Google Ads account Using the right tag, add the Google remarketing pixel to your online store Set up a bid after you have created your desired dynamic remarketing ads Step 1: Link your Google Ads account with your Google Merchant account 1. Go to the Google Merchant Center. Click on the three small dots in the top right-hand corner next to your icon. Click on Account Linking. 2. Add your Customer ID for Google Ads, and then click on ‘Send link request’. 3. Select the Settings to a cog in your Ads account, and click ‘Linked accounts’ from the drop-down menu 4. Select the Google Merchant option 5. You will see a request in your Google Merchant Center like the screenshot below: 6. Select ‘View request’, and click on ‘Approve’. It will say ‘Approved’. Your Google Merchant Center will be now linked with Google Ads. [note]If you want to audit your Google Merchant Center, check out the Google Merchant Center audit guide.[/note] Now that you've linked your Google Ads account with your Google Merchant Account. Let’s move on to Step 2. Step 2: Use the right tag & add the Google remarketing pixel to your Shopify store Go to ‘Shared Library’ in Ads, and select ‘Audiences’. Select website visitors and click on ‘Set up remarketing’. Check the “use dynamic search ads” box and select the type of business from the dropdown. Click on 'Set up remarketing'. Select ‘View Ads tag for websites’ and then add the code to have the remarketing pixel on your website. For Google to build the lists, you'll need to first identify your category pages, home page, checkout pages and product pages. Step 3: Create your dynamic remarketing ads Now that your Ads account is linked and you've added the Google remarketing pixel, the next step for you is to create your Dynamic Remarketing Ads: Use the Google Display Network to create a new campaign. Select the option that says ‘Take action on your website’. Name your campaign and fill the settings as you would do for a search campaign. Tick the box next to ‘Use dynamic ads’ to confirm that you want to use dynamic ads. Select the business area and the merchant feed you choose for your dynamic ads. Save the campaign, and create your first ad and relevant ad groups. How to create Google dynamic remarketing campaigns with AdNabu  AdNabu dynamic remarketing app is a convenient app that helps Shopify merchants simplify  process of creating customized and targeted remarketing ads. It takes out all the guesswork and offers full customer support while merchants install and run their ad campaigns.  AdNabu automatically creates the remarketing tag on its own, saving you the effort of doing it yourself. It applies this tag to all of your site pages, scans each relevant visitor profile for matching campaigns and ensures audiences are properly created in Google Ads.  Here is how to easily install the AdNabu dynamic remarketing app: Login in to the Shopify app store Use the search bar to find AdNabu Dynamic remarketing App Select the Google Ads Dynamic Remarketing App Select Add App Link your Google Ads account Login with your Gmail address linked with your Google Ads account Read the terms & conditions and allow permission Your Shopify store will show a success page. Google Dynamic Remarketing app is now live! Google Ads conversion tracking for Shopify success Remarketing ads are a great strategy for stores of all sizes. But if you can't track how ther ads are performing or converting, what's the point? Linking Google Ads with Google Analytics is the easiest and best way to track your campaigns to make adjustments and improvements over time. But only one tool connects them with 100% data accuracy. Littledata's smart connection for Google Ads automatically pulls your Shopify data into your Google Ads account, so you can retarget ecommerce segments and track your sales easily. To name a few, the connection: Increases your Google Ads ROI with Shopify data for smarter retargeting Get back visitors who abandoned cart Retarget your users who viewed product details but didn't buy Prevents you from wasting money acquiring visitors who have previously purchased Get consistent data across both platforms View Google Ads costs in Google Analytics Connect Littledata's Shopify app for accurate tracking of checkout steps [note]You can try Littledata free for 2 weeks and test out the connection for yourself![/note] Wrapping up Google dynamic remarketing campaigns have proven to be a cost-effective, sales-boosting marketing move. One of the biggest advantages of using these campaigns is the ability to capture returning shoppers. Without a loyal customer base, your store can't survive in a market where merchants live and die by churn. Capturing the attention of shoppers is vital tom Shopify success, and Google dynamic remarketing does just that!   This is a guest post by AdNabu. AdNabu helps improve sales in Google Ads for ecommerce companies. If you are running search, shopping or display campaigns in Google Ads, their software will be able to increase your sales. Sign up today for a 14-day free trial.

2019-12-11

4 tips for Shopify Plus merchants selling internationally

Cross-border ecommerce for businesses using Shopify Plus is a simple and effective way to grow your business, boost sales and expand your brand’s global reach. However, a common mistake of many companies is quickly jumping into international ecommerce without taking time to develop a proper strategy for selling internationally (comparing couriers, targeting customers on a local level, etc.).  Fortunately, top solutions like Easyship make cross-border logistics frictionless and simpler, as we partner with Shopify and offer access to a global network of shipping solutions with discounted rates.  Here are 4 tips to help your Shopify Plus business sell internationally in a way that’s smarter and more cost-effective. Use multiple couriers to cut shipping costs In most cases, international shipping is naturally more expensive than domestic shipping.  This means grappling with import taxes, duties, additional paperwork and other expenses that can quickly add up.  Fortunately, there are solutions! To cut shipping costs and better protect your profits, you should always use multiple couriers to find and leverage the best shipping solutions available.  Transparency with taxes and duties at checkout is also important, as they can quickly cut into your profits fast and complicate cross-border transactions for you and your buyers.  Depending on the following factors, courier shipping costs can vary dramatically: the tax and import duty regime of the destination country delivery time and parcel size, weight and dimensions However, by comparing couriers transparently to see which offers the best deal for international shipping, you can lower your shipping costs and boost your bottom line in a simple, effective way. Offer global tracking When it comes to cross-border ecommerce and logistics, gaining customer trust is key.  Because your products are being shipped internationally, the chances of delayed deliveries and potential damage to your shipments admittedly increase. This can cause buyer concern, which is no surprise.  However, you can give your customers peace of mind and earn their trust by offering international parcel tracking.  By leveraging tracking service apps like Aftership, you can effectively track shipments worldwide and relay the information to your customers, building a sense of trust and security as their orders move across country borders. Target shoppers on a local level When you target shoppers with familiar messaging (language, cultural isms, and local advertising) including the use of country-specific stores, you’re drastically increasing your chances for conversion. There are a few simple ways to do this: Create local versions of your online store Redirect your paid advertising channels  Your advertising efforts on Google Ads and Facebook Ads can be redirected to send international shoppers to the specific store version of their country. This means shoppers can browse products and checkout in their native currency, increasing your chances to record a purchase.  Local versions of websites can help make your online store feel more accessible for potential customers depending on their location. Online merchants should always use different URLs for different versions of their site as well as hreflang annotations and sitemaps to mark country-specific pages appropriately.  Language localization is also critical for reaching international shoppers. Be sure your store visitors are able to access multiple languages. This is a feature specific to Shopify Plus.  Airinum, an Easyship client, makes it simple to switch between languages and currencies on their website. Make sure your digital marketing efforts are also localized with language-specific email marketing campaigns and local SEO campaigns. Langify and Yappn Translation System are two viable services to use for effective language translation, though hiring native language writers often worth the added cost to ensure a more accurate translation of your website copy and marketing content. Accept local currency payments Finally, be sure that your online store can accept payments in local currencies.  Forcing shoppers to pay in a currency they’re not familiar with could make them feel uncomfortable, especially when import taxes and duties are involved in conducting cross-border transactions. However, offering local currency payment options can help to build a sense of security and reassurance for international visitors by creating a localized, buyer-friendly user experience. More importantly, it’s an effective way to boost sales. 🚀 As a Shopify Plus user, you can use Shopify's payments feature to make transactions safe and easy. It gets even better — if your store presents prices in multiple currencies, Littledata’s Shopify app is 100% compatible with multi currency. Go global with Shopify Plus International ecommerce may seem complex and intimidating, even for experienced businesses with vast resources.  But by implementing a strategy for cross-border ecommerce — including the use of multiple couriers to cut shipping costs, offering global tracking, targeting customers on a local level and accepting local currency payments — you can better prepare your business for global scale. By focusing on these areas, your business can appeal to shoppers on a hyper-local level while boosting your store revenue through increased sales and lower shipping costs. After all, that’s the key to success in the competitive world of international sales.   This is a guest post by Steve Longo, the Content Writer for Easyship, the leading all-in-one shipping platform trusted by more than 40,000 clients worldwide to lower their shipping costs and break down the barriers of cross-border eCommerce and logistics.

2019-11-26

5 things every Shopify merchant needs to know about customer retention

Every brand using Shopify needs to focus on customer retention if they want to thrive, not survive, long-term.  It’s not enough to only acquire customers or simply engage with customers.  Without retention marketing strategies to turn one-time shoppers into loyal, repeat customers, you’re missing out on the most valuable customers your Shopify business could have. Here’s why: Retained customers have a higher AOV It’s no secret: customers that spend more are better for your business. But did you know that with every purchase they make, your most loyal customers spend more each time? Research by RJ Metrics showed that of your loyal customers, your top 10% spend over 3 times more per order than the bottom 90% of your business. If that seems crazy, this is even crazier: your top 1% loyal spenders spend 5x more than your bottom 99%. Your most loyal and retained customers don’t just love you, they love buying from you! Retained customers are more likely to convert So if your repeat Shopify customers make more valuable purchases, it probably takes more effort on your end to make those more valuable purchases, right? Wrong! With customer retention strategies in place, your retained customers are actually more likely to convert than first time buyers.  To accurately track both first time purchases and repeat purchases (and all the events that lead up to the purchase), Littledata's ReCharge connection is the perfect integration for Shopify stores, particularly subscription stores. [subscribe] Customers that have purchased from you only two times previously arenine times more likely to convert when they land on your store. Even if you’re operating with a small average order value (AOV), you can make huge strides with your bottom line with the right retention strategies in place. Repeat customers have already been through your customer journey (i.e. from discovery through consideration through purchase and post checkout). This means they know and understand your total brand experience.  If you’ve done your part to make the customer experience exceptional, customers will be more motivated to add more products to their carts in the future (and re-live their positive shopping experience from before). Retained customers can’t help but talk about your brand Your user-generated content and other social proof can have a profound and lasting impact on your Shopify store’s traffic, conversion rates, and profits.  Customers that share their purchases and leave reviews will influence the buying habits of everyone who sees the content they create.  The more often customers shop with you, the more likely they are to refer their friends to a store, and with the power of a referral program, you can help motivate your most loyal brand advocates to spread the word about your products. By giving both types of advocates a reward for referring (and giving their friends a reward for accepting the referral) you turn your brand advocates into a self-powered marketing machine that churns out more loyal and retained customers exponentially. Win-win. Retained customers come back during your most profitable seasons As soon as BFCM campaigns come to a stop and the ROI is being analyzed, many Shopify businesses (particularly Shopify Plus stores) already begin planning for next year.  For your repeat customers, you never have to wonder if they’re going to come back during your busiest sales season. While most shoppers will spend an extra 17% more during the holiday season, your retained customers will spend 25% more all on their own!  While you might want to make sure you’re making the most of Black Friday Cyber Monday, your efforts should be focused on your top customers and making sure they remember that buying from your store is a top option.  Retained customers are more likely to return At the beginning of this article, we mentioned that retained customers are more likely to convert. However, before they convert, they have to first find their way back to your store.  Luckily, the odds of a customer making a purchase gets better and better with each sequential purchase they make.  After one sale, a customer has a 27% chance of converting again, but after a second and third sale, their chances increase to a staggering 54% chance of returning.  Tracking customer retention is...simple? Tracking customer retention may seem like a daunting and time-intensive task. Luckily, many of the key metrics that measure ecommerce success and retention are things you’re already keeping an eye on. No matter how intensely you focus on retention, perhaps the two most important metrics to track are:  Repeat purchase rate (RPR) - the percentage of your current customer base that has purchased for a second time. This metric is a solid indicator of the value you’re providing to your customers. Average order value (AOV) - the average dollar amount spent each time a customer places an order on your store. To calculate AOV, simply divide total revenue by a given number of orders. As your customers become more engaged with your brand and move from being simply acquired to retained, these metrics should give you a square idea of the affect more retained customers are having on your bottom line (and your customer lifetime value).  Two other significant metrics are referral traffic and customer churn rates.  Referral traffic - this is easy to see with a Google Analytics integration and easy-to-use loyalty and retention software. Referral traffic will help you know whether you need to hone your referral messaging or change the value of a referral offer. Churn rate - for subscription stores especially, Shopify merchants live and die by churn. This is the rate at which customers stop subscribing to your store (aka the rate of “come and go”). Churn is the flip side of your repeat purchase rate since it tells you how many of your customers shopped with you once but didn’t bother coming back. Knowing this number will help you accurately measure the success of your combined retention strategies. Retained customers are your best customers Even after landing sales, your work isn’t done. The more time and effort you invest in engaging with your existing customer base and motivating them to be loyal to your store, the easier it will be to bring them back and push them to make a repeat purchase.  Start building the brand loyalty that will make your Shopify store a success story.    This is a guest post by Tim Peckover, the Growth and Content Marketer at Smile.io who lives for a good book, strong cup of coffee, and building community. Smile.io provides easy-to-use loyalty programs to help businesses transform one-time sales into repeat, loyal customers. 

2019-11-14

6 things Shopify merchants need to know about SMS marketing

Marketers understand why it’s critical to target customers with the right message at the right time.  For product marketers and ecommerce managers, SMS is an increasingly essential part of multi-channel marketing — especially with a mobile-first online retail market. In this article, we’ll summarize 6 benefits you may not know about SMS marketing. We’ll also outline how to use SMS effectively for better lead acquisition, closing rates and customer loyalty for your Shopify or Shopify Plus store.  By the end, we hope you’re ready to integrate SMS marketing right away!  1) SMS is one of the most immediate channels available SMS (a.k.a. text message marketing) is perhaps the most direct route to customers when it comes to D2C marketing. With a 98% open rate and a 5x click rate compared to other channels (such as email marketing), SMS is a more casual and less threatening channel for customers.  Not only do standalone SMS campaigns have a high success rate and proven ROI for Shopify merchants, but they also enhance and support other marketing channels like email and social marketing. As mobile shopping activity continues to rise, shoppers expect to receive offers, discounts, consultations and other promos through mobile messaging. 2) SMS can help you recover lost sales Merchants not utilizing SMS as part of a mobile marketing strategy are missing out on building direct relationships with customers. As a result, this could mean sacrificing sales.  Littledata found that, on average, nearly 60% of mobile shoppers abandon their carts before completing checkout. [subscribe] Many of these incomplete checkouts may be due to unanswered questions. And while automated messaging may not solve these barriers to purchase, it can certainly reengage shoppers through incentives or simple reminders to complete their checkout.  3) SMS helps you better understand your customers You can learn more about the purchasing behavior of your customers by studying back-and-forth conversations.  For example, SaveMySales is a performance SMS marketing app that offers a dashboard showing customer conversions from which merchants can track trends, like commonly asked questions or concerns preventing them from purchasing.  This type of insight helps merchants understand the customer journey (and blockers) their customers face, which can lead to better Shopify conversion rates. 4) SMS will increase customer engagement SMS marketing can help you directly build 1:1 relationships and trust with your customers.  Shoppers appreciate messages that make them feel valued or special, especially when messages include personalized responses from real humans that solves their barrier to purchase.  Whether shoppers are casually browsing before a first-time purchase or they are returning for a repeat purchase, shoppers are more likely to buy when they experience a level of brand trust. 5) Full-service SMS marketing for Shopify merchants SaveMySales is the only human SMS marketing solution that acquires subscribers, sends messages, and replies back to shoppers.  By combining AI with the world’s best live agents, the company has created the most personal marketing channel ever. The platform drives up to 20% increases sales for Shopify stores by answering questions, providing suggestions, offering deals, and up-selling. Some of the best features include but are not limited to: Building SMS marketing lists - the Opt-In Pop-Up enables brands to quickly acquire SMS subscribers from their website Abandoned checkout recovery - brands can recover lost sales by connecting shoppers directly with a live agent that can answer questions and remove barriers to purchasing Interactive SMS campaigns - brands can rapidly build a subscriber list and talk to thousands of shoppers at once with beautiful, segmented outreach We recommend Shopify stores use SaveMySales as part of their ecommerce multichannel strategy for engaging with shoppers at every stage of the purchasing funnel — not only because it’s a proven method, but also because it offers the peace of mind shoppers want.  6) Without proper tracking, it’s all for naught While you’re building this high-converting engagement channel for your brand, for Shopify and Shopify Plus merchants, one thing matters just as much as engagement — tracking each step of the customer journey.  Luckily, Littledata’s smart analytics app for Shopify connects your store data to Google Analytics or Segment, and tracks every event, from casual product page clicks to final purchase. It's automatic tracking our merchants can trust. If you're on Shopify Plus, check out an enterprise plan to get a dedicated account manager to help with data setup, reporting and optimization. Thinking into the future SMS marketing is becoming an increasingly essential channel as a direct line of communication to get in front of shoppers, recover lost sales, understand customers, and increase customer engagement.  SMS can be used as part of a multi-channel strategy for engaging with customers at each stage of the customer funnel to help increase conversions and ROI for your Shopify store.  We recommend using SaveMySales to build the most personalized SMS marketing strategy that will impress your customers and help them build a relationship with your brand.   This is a guest post by Cindy Le from SaveMySales, a performance SMS marketing app for Shopify and Shopify Plus stores.

2019-09-30
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