The six-figure fix: How clean data fueled Flux Footwear's growth
SUMMARY As a company that values both data and creativity, Flux Footwear leveraged Littledata’s plug-and-play connections to Google Analytics (UA and GA4) and Facebook Ads to capture complete first-party data across the customer journey. Littledata’s automatic tracking solution not only saved them valuable time, but primed Flux for success with highly-targeted ads and in-depth customer insights as they scaled from launch to major DTC footwear brand. THE CHALLENGE Goal: Send complete Shopify data to Google Analytics (UA and GA4) and Facebook Ads The founders of Flux Footwear launched their Shopify store in July 2021, offering a minimalist shoe that works in harmony with the natural strength of bare feet. By embracing research on the positive effects of barefoot shoes and the value of sustainability, they created designs that feel just as good as they look. But after launching their Shopify store and installing Shopify’s native browser-side pixel, Flux’s team struggled with duplicate data, inaccurate attribution insights, and large data discrepancies between Shopify Analytics and Google Analytics. Unable to get an accurate understanding of their store’s performance, they needed to implement a data layer that tracks the entire customer journey across tools and platforms. The rollout of iOS14 made matters worse, inhibiting their Facebook Ad performance and limiting Flux’s reach to their target market. Their need for first-party data to maintain deep, accurate customer insights grew stronger than before. THE SOLUTION Fixing the data Within minutes of installing Littledata’s server-side tracking, accurate data was flowing seamlessly from Shopify to GA, capturing complete first-party data at every touchpoint and stitching together multiple sessions. In addition to connecting their Universal Analytics property, Flux started sending data in parallel to GA4. By building up historical data in GA4 now, Flux will be able to conduct year-on-year analysis to understand their business’s seasonality in years to come. Flux worked hand-in-hand with Littledata’s team of analytics experts, creating filters and views in GA to better interpret their data and build custom reports in GA4 based on their unique business goals. https://www.youtube.com/embed/plg4YWdJ97o Hear from Flux's co-founder, Benjamin Loschen on how Facebook Conversions API from Littledata improved their Meta Ad Campaigns. Integrating the tools Beyond the initial setup, Littledata made it easy for Flux to integrate their existing tech stack, see crucial insights in Google Analytics, and establish a single source of truth for customer data. [tip]Don't reinvent the wheel. See the top 5 data tracking mistakes made by DTC brands[/tip] With an accurate view of their Facebook Ad performance and marketing attribution, Flux is able to spend more on channels and campaigns that are converting at higher rates, and less on those that are falling short. Utilizing Littledata’s Facebook Ads integration, Flux built lookalike audiences based on their highest-spending customers, leading to a boost in both conversion rate and monthly revenue. There were three parts to this: Making Facebook Ads data match Shopify for actual conversions (real purchases instead of just clicks) Tracking checkout funnel events Getting the right LTV data to build high-value lookalike audiences in Facebook Ads and Instagram Ads All three were accomplished using Littledata's Conversions API connection. Conversion API (or "CAPI" for short) is a powerful way to get complete, accurate data about purchases and repeat buying behavior (shoppers who come back to buy again). Lots of brands don't even know about CAPI at all, but those that do often end up hiring agencies to do expensive manual implementations. Flux Footwear took the smart route and used an automated CAPI connection instead of trying to reinvent the wheel. The results were big and fast! RESULTS Flux Footwear cites Littledata’s seamless technology for helping them launch their brand with an accurate data layer. One of the most significant results, in their experience, is having “a team of people managing the data flow—a total no-brainer.” This helped to free up their most valuable resource—time—and allowed them to focus on their product. Since Flux relies predominantly on Facebook and Instagram ads to reach new customers, Littledata’s Facebook Conversions API integration plays a key role in Flux’s growth strategy. Seamlessly sending Shopify data to Facebook Ads and building powerful lookalike audiences for targeting and retargeting campaigns has fueled their recent growth—scaling their monthly revenue by 500% in under a year. They have also estimated over 30 hours of work were saved if they were to attempt to learn and set up tracking manually. With accurate data and a reinforced tech stack in place, Flux Footwear now has a complete picture of attribution, repeat orders, and conversions from customers and their affiliates.
How to quickly build user personas for PPC campaigns
Buyer personas. User personas. PPC personas. Are these just marketing buzzwords? Do they mean months of planning before you can even begin your PPC campaigns? The answer to both questions is a straightforward no. 'User personas' don't require months of extra work to build, and they aren't just another marketing buzzword. If you follow my suggestions below, you can quickly create personas to help target and optimise your next PPC campaign. Start with brainstorming Brainstorming should come at the very beginning of your process. What do you already know about your audience? This can be old-school brainstorming with a pen and paper, or a more business-like approach with a whiteboard in your conference room. If you do this with a team, hand out some Post-it notes for jotting down ideas. The Post-it notes approach makes it very easy to move your notes around and begin grouping by identified themes. Quickly create simple personas The key here is simplicity. There is great content out there on creating more complex personas, by using a resource such as Hubspot’s 100 Questions. For the simple approach, I look at three areas to kick things off. Describe the audience by their demographics: gender, location, age, parental status, income, etc.. Identify the biggest problems they want to solve. If you are unsure how to define this one, start with 'I want' or 'I need' to put yourself in the position of your audience. For example, as a marketer, my ongoing problems include automating mundane tasks and creating simple personas. Ask how your offering specifically solves the identified problems. When it comes to creating personas, Littledata can help by automatically building personas with existing Google Analytics data. With this information, create a very short narrative with the key descriptors and needs of each identified persona. [subscribe] Find the perfect image Do this after you finish the above steps. You do not want to start with image and then create a persona to look like that person. (There’s some great discussion on that on UX Mastery). One step I often recommend is to look at images of people in existing marketing materials to see if they represent the personas created from this exercise. Digital tools to help you create user personas After you do some brainstorming and jot down initial notes about personas, you can next turn to digital tools to help you. MakeMyPersona.com is aptly named because it helps you do just that. It is a way to organize some of the thoughts that came up in the earlier steps. Those in the B2B market can try Up Close & Persona. It meets my criteria of simple and takes you through questions that help you think of appropriate messaging for your audience. However, some of the questions have only a few preset answers so I would not start this tool. It could box you into narrow thinking. Littledata’s buyer personas feature helps you identify the website visitors that are most likely to convert. We know that Google Analytics does not do all the work for us, but there is a lot of data available for analysis. Compare these findings to what was uncovered during brainstorming. Develop your PPC campaign around the user persona Take your 'I want' and 'I need' statements and pull out some of those phrases as keywords. When it comes to choosing PPC keywords, stay away from your corporate lingo, and instead think about how your prospects talk about you. These keywords will help you match your message to each persona. Is your persona trendy with a sense of humor? Maybe you will get a little snarky with your messaging. Is the need something serious, such as a health issue? Stay away from the snark and instead be really clear about your benefits. Create an offer that matches the persona. An intellectual, highly educated executive may take the time to download and read your white paper. A busy single parent with four young kids wants a solution. And wants it quickly. Segment personas by channel. I like Littledata's buyer personas because they let you see how to adjust your ad spend based on specific marketing channels beyond Paid Search. PPC is not the only place to reach your audience. You will - hopefully - have a multi-channel approach and need to understand Organic Search, Email, Referral, and Social in addition to PPC. Unless you have an unlimited marketing budget, you may not be able to reach every persona and on every channel. One consideration for your PPC spend is to focus on the longer tail or brand name keywords. This is definitely a smaller audience, but it will capture people further down the funnel who are more likely to buy. What to do next I hope that you find this simplified approach to developing personas useful in kicking of the next stage of your digital marketing! My goal is to provide steps for you to take action and not get bogged down by the prospect of developing personas before kicking off a campaign. You may want to refine this approach over time, but the important thing is to get started now. Even with the best planning, you may find some surprises in your campaigns after you get started which is why I always watch new campaigns closely, especially in those first few days. Monitor your performance by channels in Google Analytics and be prepared to adjust your ad spend. Your ROI will vary by offer and user persona, so focus on actionable analytics from this wealth of data to make the right decisions for your particular business. Want to know more? Get in touch with Tina's agency, 360 Internet Strategy, and follow her on LinkedIn.
How to add Littledata's code snippet to your Shopify store templates
Google Analytics 360 versus the free version
We often receive questions about what customers get when they upgrade from the free version of Google Analytics to Google Analytics 360. The quick answer is that you get a lot - the possibilities are literally endless - as long as you're a big, data-driven company willing to put energy into customer engagement and marketing. Google emphasises that their enterprise analytics are designed to help large companies, like major ecommerce sites, create better customer experiences. But what does that mean in practice? There are a lot of details to understand if you're thinking of transitioning to the big paid version of Google Analytics. The main differences lie in how each product deals with the volume of data and integrations that they have available by default. I've broken those differences down into three categories: Data Collection, Data Sampling and Data Sources. Data collection In short, Google Analytics 360 allows for a faster, smarter, larger data collection. With unlimited hits per month and up to 200 custom dimensions per web property. Features Google Analytics (free) 360 Suite (paid) Hits per Month up to 10M unlimited Custom Dimensions/Metrics 20 Per Property 200 Per Property Calculated Metrics 5 Per View 50 Per View Properties per Account 50 50+ Views per Property 25 25+ Roll-Up Properties No Yes Data Freshness 24 – 48 hours 4 Hours [subscribe] Data sampling and limits As your web traffic grows, Analytics 360 lets you get more out of both sampled and unsampled data sets. Compared with the standard version of GA, you get better reporting on large amounts of data. Understanding how data is sampled in Google Analytics will help you scale the smart way. Features Google Analytics (free) 360 Suite (paid) Report Row Limit per Day Yes Yes Standard Reports Pre-Aggregated 50K 75K Sampling in Ad-Hoc Reports 500K Sessions per Property 100M Sessions per Property Custom Tables No 100 Custom Table Report Row Limit per Day No 1M Rows Unsampled Reports No Yes Unsampled Report Row Limit No 3M (for download) Data sources The 360 Suite makes it especially easy to pull in data from a wide range of advertising platforms and sources, including non-Google products like Salesforce. For some of our enterprise customers, especially large ecommerce sites with a focus on PPC lead gen and retargeting, the ability to seamlessly integrate with DoubleClick is itself enough to make their 360-buy worthwhile! Features Google Analytics (free) 360 Suite (paid) AdWords Yes Yes AdSense Yes Yes DoubleClick Campaign Manager No Yes DoubleClick Bid Manager No Yes DoubleClick For Publishers No Yes Custom Data Sources Yes Yes Query-Time Data Import No Yes Salesforce No Yes BigQuery No Yes Additional perks (GTM 360, beta testing) In addition to the above benefits, being able to connect Google Analytics to other Google 360 Solutions like Google Optimize 360 and Google Tag Manager 360 is a big plus. As an added perk, Analytics 360 clients often get early access to beta programs for testing and product feedback -- getting directly involved with product development to suit their needs -- plus first-hand support from Google. Google 360 can be purchased directly from Google or through a sales partner. We don't currently sell the 360 Suite ourselves, but we’ve been a certified Google Analytics Service Partner since 2015, including Google Tag Manager and Google Optimize certification, and have extensive experience with custom tagging and reporting. Plus, we built the Littledata app around those analytics best-practices. Our larger consulting clients get the most benefits out of our enterprise plans, which include automated analytics audits, unlimited access to app features, custom setup and reporting, and a dedicated account manager to help ensure deep, accurate tracking. Whether or not you've already upgraded to Google Analytics 360, we highly recommend getting in touch to make sure you're able to use this powerful tool to its full potential!
Using Google Analytics to refine merchandising and product promotions
The whole purpose of having Google Analytics tracking on your site is to find out how your website is performing and to use this data to improve your digital efforts. Yet many businesses miss the mark when it comes to taking action at the level of product listings, despite the fact that this can lead to huge revenue gains! Why do they miss the mark? Two reasons: inaccurate tracking and unclear reporting. The Littledata app helps to fix these issues automatically, providing users with a reliable data stream and automated reporting based on Google Analytics data, but it's still useful to drill down into Google Analytics itself to understand all of the details. In this post I break down how to use Google Analytics to refine merchandising, product promotions and product listings in a way that can have a direct effect on both short-term and long-term revenue for your ecommerce site. For this to work, you'll need to have Enhanced Ecommerce set up on your website. You'll also need some spreadsheet software (Excel, Google Sheets, etc.) so we can play with extracted data and drill down deep. [subscribe] Banners and creatives: getting users to see what we want them to see A full enhanced ecommerce setup will enable you the power to see how much money each of the creatives on your site is bringing you. If your website is like most ecommerce sites, you have several creatives displayed, such as: Homepage carousel Homepage pods Category main banner Choosing which creative should get on your homepage might feel like just a preference, but it doesn't have to be that way. You can use the 'Internal Promotion' menu in Google Analytics (Marketing > Internal Promotions) to make data-driven decisions about your homepage creatives. Imagine an online store that sells scooters and accessories: We have banners for categories like Helmets, Accessories, Mini Micro and Maxi Micro (different sizes of scooters). We have 2 banners on the homepage with these two creatives: Safety (the first one) and Built for Adults (the second one). We want to change one of the creatives on the carousel. Let's analyze what is the best strategy here. The first banner on the carousel was seen 24,404 times. It has a 5.01% click thru rate (CTR) and a £3.90 value per click. The second banner on the carousel was seen 17,109 times. It has a 5.52% CTR a £2.02 value per click. Now we can make a decision. What to discard and what to keep Even though we have a higher CTR on the second banner and this is an indicator that the message is more appealing, the reality is that the revenue that comes with that click is not even half of the revenue we get from a click on the first banner. If you want to make a 100% correct decision here you can analyze the margins on the product promoted by each of the banners. If you have double the margin for the products in the second banner you can get rid of the Safety banner and make the second banner primary. If your margin is the same for both categories then the best decision here is to replace the second banner with the first one. How to populate the carousel We already decided to keep the first banner, but now we need a replacement for the second one. So we need to find a creative in the website that had performed at least the same as the second banner. Based on the example above if we search by CTR higher than 5.52% we can see that we have a banner for Maxi Micro with 20% CTR and a value per click of £5.32. The action here is to replace the second slot of the carousel with this creative. After 1-2 weeks we can retake this process all over again and we may decide to reverse the creatives (Banner 1 will be Banner 2 and Banner 2 will be Banner 1 in the carousel). This is not a one-time job. The analysis should be made every time you add a new creative or make a new promotion.--or even as a weekly task. Many Littledata clients run this type of analysis on a regular basis, whether or not they've launched a new promotion, to make sure they are optimizing sales and conversions. You should pay attention to the average click thru rate (CTR) based on creatives category, and also you should know what is your standard deviation for each category so that you can quickly spot which are over- or under-performing. Based on the example above, the average CTR for a carousel banner on the site is 5.26% and the standard deviation is 0.25%. So I know that if I see a banner that has a CTR less than 5.01%, there is room to improve. As per above for the category pages, we have an average of 10.92% CTR with a standard deviation of 6.28. This means that everything under 4.63% should be replaced ASAP and everything above 17.20% should be promoted. List views: how to arrange products for ultimate engagement One of the best Enhanced Ecommerce features in Google Analytics is the Product List Performance Report (Conversions > Ecommerce > Product List Performance). This report shows you how many views each list gets. Why does this matter? Because if you have a high margin on some products from a specific category, you should find out if that list (category) is being sufficiently promoted on your site. From these reports, we can find out things like: Most viewed categories (sort by Product List Views) The category that has the biggest engagement (sort by Product List CTR) The list that is bringing you the most money per view (Product Revenue divided by Product List Views) Which categories are performing best -- and which are most profitable? Let's say I have three categories in my store: categories 1, 2 and 3. And my margin for products in category 3 is three times the margin for those in category 1. In the report above, we see that we don't have a click thru for Category 2. This could mean: The tracking is not working on that page Users have issues clicking on the products There is no call to action (CTA) on that page So we can assume that Category 2 is not working. Moving forward we should analyze the performance of Category 1 vs Category 3. Views Clicks CTR Revenue Revenue / click Margin at each $1 sold Margin at 1000 clicks Category 1 1,701,660 57,038 3.35% $329,799.67 $5.78 0.23 $1,329.88 Category 3 46,895 3,175 6.77% $23,881.37 $7.52 0.69 $5,189.97 We can see that even though we have a fraction of the views for Category 3, this category is for us almost 3 times more profitable per 1000 clicks. At this point, we should investigate how much marketing we're doing around Category 3 to see if there are options to push harder on this highly profitable category, alongside whatever's already working for promoting Category 1. Order matters The Product List Performance Report can also help us find out how customers progress from viewing a product in a list to clicking through for more information. Let's analyze the data in the above report. The table is sorted by Product List Views for Mobile devices. We know that the alignment for this website is one product under the other and for a product view to be sent the user needs to see it for at least one second. So we can draw these conclusions: Position 2 and 3 are normally visually scanned by users. The fourth product in a list is seen in more detail but has a lower CTR than the second or third product in the list. We know that each page has 10 products so the average Product List CTR rate for page 1 is 1.36% and the standard deviation is 0.42. From this, we can see that position 2 has a good CTR and we need to change the photo and text of the listing to attract more attention -- products placed in the second position in a product listing on this site tend to convert well. Position 4 gets attention but has low performance so we could try changing the photo and title of products in this position in order to increase the CTR. If we are looking at this report as aggregate data then we can conclude that if we want to make a push for particular products, we should place them in position 1 or 4 for maximum visibility, or position 1 or 2 for maximum CTR. How to monetize product list positions We can take this analysis further by examining how list slots relate to product revenue, whether on your site or via affiliate programs. Looking at the report in aggregate and extracting the data, we can give a monetary value to each slot in the product listings. Product List Position Product List Views Product Revenue Revenue/view per slot 1 2,290,505 £183,207.00 £0.08 4 2,279,917 £99,830.00 £0.04 3 2,246,164 £117,096.00 £0.05 2 2,239,943 £157,605.00 £0.07 6 2,062,271 £73,183.00 £0.04 5 2,053,534 £94,889.00 £0.05 8 1,788,080 £58,585.00 £0.03 7 1,775,762 £60,603.00 £0.03 9 1,750,248 £52,366.00 £0.03 10 1,606,599 £50,913.00 £0.03 From the above example, we can see that each of the slots in the listing has a value per view. And the value is decreasing with the position. Using the known margin for a specific product in a list, you can improve your ROI just by positioning it in a slot with a higher CTR based on the model above. Which photos should you show first in a listing? If you offer a product in multiple colors, you should use an image and a default (primary) product selection in the most popular color. But how do you figure that out? Product variants are too often left behind in analysis. The Product Variant field captures the specific variation of a product, e.g., XS, S, M, L for size; or Red, Blue, Green, Black for color. It is an Enhanced Ecommerce feature that can give you powerful insights into your users' searches, interests and preferences. Paying attention to variant performance can have a big effect on shopping behavior and sales. In the example above, we're looking closely at the Product Variant dimension to figure out which color is most popular. We have a product with 4 colors: Black, Grey, Midnight Black and Persian Grey. There isn't enough transaction data to make a decision based on purchases, but we can calculate the most popular variant (in this case, the most popular color) based on how often users have added items in each color to their shopping carts (Adds To Cart). For Black, we have a View to Add To Cart rate of 0.6% and for Grey 0.8%. So in this case we should use the main Grey color for advertisements and main photos in listings pages. We might also try using the Persian Grey variant. Note that in this example we can calculate for each product view because we've listed each color as a different product. If you're listing only one product and you show variants on the product page, then you'll need to divide the Adds To Cart for each variant by the total Product List Views. What to do next If you need help with Enhanced Ecommerce reporting, our analysts are ready to come to the rescue. You can either request a consultation or just sign up for a free Google Analytics audit and contact us directly from the app. How are you using Enhanced Ecommerce reports in Google Analytics? Drop us a note below.
Troubleshooting your Google Analytics goals setup (VIDEO)
https://www.youtube.com/watch?v=SGY013J9QGg So you've got your new sales plan in action and you've set up unique goals in Google Analytics. Are they tracking what you think they're tracking? Are you sure they're giving you reliable data? If you've audited your analytics setup, you might have noticed any number of incorrect audit checks about how you've set up custom events for your Google Analytics (GA) goals. Goals are used to make important business decisions, such as where to focus your design or advertising spend, so it's essential to get accurate data about them. In this quick video we cover common issues with setting up Google Analytics goals, including: Tracking pageviews rather than completed actions Selecting the wrong match type Inconsistent naming when tagging marketing campaigns Filters in your GA view rewriting URLs (so what you see in the browser is different from what you see in GA) Issues with cross-domain tracking [subscribe] In GA, a goal is any type of completed activity on your site or app. GA is a remarkably flexible platform, so you can use it to measure many different types of user behaviour. This could be visitors clicking a subscribe button, completing a purchase, signing up for membership -- known as 'conversion goals' -- or other types of goals such as 'destination goals', when a specific page loads, and 'duration goals', when a user spends over a particular amount of time on a page or set of pages. That all sounds well and good, but trouble comes if you simply set up goals and then trust the data they give you in GA, without double-checking to make sure that data's consistent and reliable. We hope you find the video useful. And don't despair -- even a little extra time spent on your GA setup can yield awesome results. Sign up for the Littledata app to audit your site for free, and let us know if you've experienced other common issues with setting up goals in GA.
GDPR compliance for ecommerce businesses
Ecommerce companies typically store lots of personally identifiable information (PII), so how can you make compliance easier without compromising analysis? With the deadline for GDPR compliance looming, I wanted to expand on my previous article on GDPR and Google Analytics to focus on ecommerce. Firstly, who does this apply to? GDPR is European Union legislation that applies to any company trading in Europe: so if you sell online and deliver to European Union member countries, the regulations apply to you. It's essential that you understand how your online business is collecting and storing PII. Splitting PII from anonymous data points Your goal should be to maintain two separate data stores: one that contains customer details, from where you can look up what a specific customer bought, and one that contains anonymous data points, from where you can see performance and trends. The data store for the customer details will typically be your ecommerce back-end and/or CRM (see below). This will include name, email, address, purchase history, etc. It will link those with a customer number and orders numbers. If a customer wants the right of access all the relevant details should be in this store. We use Google Analytics as the anonymous data store (although you may have a different ecommerce analytics platform). There you can store data which only refers to the customer record. These are called pseudo-anonymous data points under GDPR: they are only identifiable to a customer if you can link the customer number or order number back to your ecommerce back-end. Pseudo-anonymous data points you can safely send to Google Analytics include: Order number / transaction ID Order value / transaction amount Tax & shipping Product names and quantities Customer number Hashed email address (possibly a more flexible to link back to the customer record) If a customer exercises their right to removal, removing them from the ecommerce back-end will be sufficient. You do not also have to remove them from your Google Analytics, since the order number and customer number now have nothing to refer to. You do still need due process to ensure access to Google Analytics is limited, as in extreme circumstances a combination of dimensions such as products, country / city and browser, could identify the customer. [subscribe] Isn’t it simpler to just have one store? Every extra data store you maintain increases the risk of data breaches and complexity of compliance – so why not just analyse a single customer data store? I can think of three reasons not to do so: Marketing agencies (and other third parties) need access to the ecommerce conversion data, but not the underlying customer data Removing a customer’s order history on request would impact your historic revenue and purchase volumes – not desirable Your CRM / ecommerce platform is not built for large scale analysis: it may lack the tools, speed and integrations needed to get meaningful insights Beware of accidental transfers There are a few danger areas where you may inadvertently be sending PII data to Google Analytics: Customer emails captured in a signup event A customised product name – e.g. ‘engraving for Edward Upton’ Address or name captured in a custom dimension Our PII audit check is a quick, free way to make sure that’s not happening. Multiple stores of customer details GDPR compliance becomes difficult when your customer record is fragmented across multiple data stores. For example, you may have product and order information in your ecommerce database, with further customer contact details in a CRM. The simplest advice is to set up automatic two-way integrations between the data stores, so updating the CRM updates the ecommerce platform and visa-versa. Removing customer records from one system should remove them from the other. If that’s not possible, then you need clear processes to update both systems when customer details change, so you can comply with the right to rectification. Conclusion GDPR compliance need not require changing analytics tools or databases, just a clear process for separating out personally identifiable information – and training for the staff involved in handing that data. I hope this brief overview has been helpful. For further advice on how your ecommerce systems comply, please contact us for a free consultation. Littledata has experience with every major analytics platform and a wide range of custom setups. However, as a number of global companies are concurrently prepping for compliance, we highly recommend that you get in touch sooner rather than later!
How to drive more traffic to your ecommerce site
Are you following a strategy to increase ecommerce site traffic, or are you shooting in the dark? In this guest post, Courtney McGhee outlines proven ways to get more web visitors. So you’ve created your ecommerce site and you’ve set up your social media profiles. Why isn’t your audience flocking to your site, cash in hand? The truth is, creating your website and social presence is only the first step toward generating traffic. Your strategies on these platforms will ultimately determine the amount of traffic that lands on your pages. You need to invest time, create relationships and sometimes even invest some money if you want to boost your numbers. In this guide, I'll show you proven ways to drive ecommerce site traffic. Step 1: Decide how many daily visitors you need Setting a clear, attainable goal should be the first step if you want to increase your traffic. Marketing strategies can be overwhelming if you don’t first determine what your goal should be. First, decide how much annual revenue you are looking to earn. Let’s look at the example of $350,000. Next, divide your total annual sales by the value of your average order. Let’s say your average order costs $50. This calculation gives you the number of annual orders you will need to reach your sales goal. For our example, that number would be 7000, or about 19 orders each day. Let’s realistically assume that 19 orders per day come from a conversion rate of 2%. That means you will need around 960 daily visitors if you are going to have 19 orders each day. These numbers will show you how much time you need to spend on generating traffic and can help you set attainable and measurable goals. Once you've decided on the amount of traffic you're shooting for, make sure your Google Analytics setup is giving you accurate data about all of your websites (including microsites) and isn't duplicating visitors. You'll also want to set up goals for specific events, such as when a customer adds items to their cart, signs up for your email list or completes a checkout. It's better to set up this tracking early before launching your new strategy--otherwise you won't know whether or not your new strategy worked! [subscribe] Step 2: Start your search engine optimization (SEO) Search engines are (or should be) one of the biggest sources of your traffic. Now, it’s time to milk them for all they’re worth. Search Engine Optimization (SEO) should be a main focus to drive organic traffic to your site. Whether or not you have just launched your ecommerce store, you should make a habit of reviewing each page and product on your site. To do this, you need to start an SEO audit. Enter your URL on an SEO tool like WooRank, and start an Advanced Review. You can add up to three competitors here to take your SEO up a notch. Add keywords you want to track in the Keyword Tool, and choose the location where you want to focus on. In the keyword tool, you will be able to see the volume and rank for each keyword and how you are doing against your competition. There are plenty of free keyword research tools available if you aren’t sure which ones you should be targeting. Now that you have chosen your keywords to use for optimization efforts, you should make sure you are using them in a consistent and natural way. Using them in your title tags, meta descriptions and body content will help you become more visible to your target audience. To really optimize your keyword strategy, I recommend setting up site-search tracking to see what visitors are searching for on your site and also monitoring how keywords convert on your site by adding Search Console to your Google Analytics account before moving onto the next step. Step 3: Craft your content...carefully Even for an ecommerce site, it is essential to have useful, relevant and authoritative content. Of course, it is critical to have product images, but product descriptions will really help you boost your traffic. With product descriptions, you can weave in the keywords you can easily rank for that can also drive conversions. It’s actually easier to rank higher for long tail, localized keywords that will align with your visitors’ search queries. If you are selling garden supplies and you can rank highly for “planter for tomatoes”, the produce descriptions should use “planter for tomatoes”. Include that phrase in the title, as well. The product images need to be clear and representative of the actual product you are selling. Don’t forget to include the alt text with every image you use. This should go without saying, but don’t use images you downloaded from the internet that aren’t pictures of what you are actually selling. Also, you can create content like product reviews or comparisons of different brands and models that are optimized for “planter for tomatoes”. You can experiment with other types of content on social media, like videos, that can help you rank highly on search results. Videos related to the product that can also be embedded on your site is another easy way to incorporate your keywords in your content. Step 4: Tap into social media influencers In terms of brand engagement, Instagram is one of the best platforms. There is a whopping 25% more engagement on Instagram compared to other social media platforms. Also, studies show that nearly 25% of online shoppers are influenced by social media recommendations. In order to tap into the influencer market, you need to find the people who are willing to feature your products to their many followers. Finding those people, though, is easier said than done. A tool like WEBSTA can help you find the most popular Instagram hashtags and accounts. Once you find the influencer with a substantial amount of followers that aligns with your general category, you can contact him or her and ask for your product to be featured. Step 5: Entice visitors with contests Let’s be honest: everyone loves a good freebie. Does your site have a gift that your customers will find worthwhile? Use your social media profiles, your website and your influencers to get the word out that you are having a contest for free goodies. If your potential customers think your gift is valuable, they will share it with their friends and families. The only con to this strategy is attracting people who are only interested in free stuff. These users will likely never convert to customers, so use this option only when it makes sense for your brand. Step 6: Publish user reviews Search Engine Land noted that 88% of shoppers trust reviews they read online. You can encourage your users to leave reviews on your website and social media accounts. Reviews will help you rank higher in search results, and users are more likely to click on your site/social media pages. User reviews ensure fresh, relevant content - a big plus in Google’s eyes. Here are some more stats from Econsultancy on why user reviews are so valuable: Bad reviews improve conversions by 67% 63% of customers are more likely to make a purchase from a website with user reviews Reviews generate an average boost in sales of 18% Step 7: Pay-Per-Click (PPC) advertising At least 43% of ecommerce traffic, on average, comes from Google search (organic). But, more than a quarter of traffic is coming from Google AdWords, according to Wolfgang Digital. So, it’s important to have both your SEO and PPC set up correctly. As mentioned above, during your keyword research find the keyword your audience uses most, like “tomato planters”. This includes the long tail keywords, too, like “best planters for tomatoes”. Now, run a PPC campaign including both keywords. Primary keywords will generate more traffic, while long tail keywords will drive less traffic but higher conversion rates. To increase conversions even more, you can link your AdWords account to your Analytics account, then use Buyer Personas for specific marketing channels to target those users that are more likely to spend money on your site. So, are you ready for real growth? Bringing traffic to your ecommerce sites all starts with setting a clearly-defined goal. You need to know where your existing traffic is coming from, and optimize all of your platforms for your visitors and search engine bots. Incorporating other strategies, when done correctly, will help you bring more eyes to your site. Contests and PPC advertising are great ways to get your product in front of your target audience. I hope this guide helps take your online store to the next level! Courtney McGhee is on the Marketing Team at WooRank, an SEO audit tool that has helped millions of websites with their SEO efforts. A former journalist in North Carolina, Courtney shifted gears and entered the digital marketing world in Brussels, Belgium.
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