GA4: What Shopify stores should do TODAY to keep up with the new version of Google Analytics
Setting up Google Analytics 4 (GA4) on Shopify is easy with the right tools, but there is a lot of confusion in the marketplace right now. There are apps offering "GA4 setup" that can't actually help you with tracking (getting accurate data into Analytics), and there are agencies offering detailed GTM tag setup guides for GA4 without mentioning that there are automated solutions for GA4 conversion tracking. This is all very exciting...but also not necessary. The truth is that you don't need custom tagging or reporting, just the right Shopify tracking app for GA4. What is GA4? It's Google's answer to the modern data stack, in some ways a complement to it (eg. GA4's BigQuery connection, which used to be reserved for GA 360), and in others a replacement for multiple expensive tools that haven't always worked well together. The move toward GA4 started with Google's interest in offering better cross-device and cross-channel tracking, and has been refined with a focus on user privacy -- in other words a world without third-party cookies. As a result, using the right Shopify and GA4 connection now lets you start capturing data about your Shopify store performance that is by default more complex and dynamic than what you might be currently tracking in Universal Analytics (UA, the current version of GA). GA4 can save you time and money versus a complex analytics setup, while offering visibility into the entire customer lifecycle, from organic and paid channels through complex browsing behavior and -- essentially -- customer lifetime value (LTV) and purchase count. But at the very least you need to start capturing that data. [note]This doesn't only apply to Shopify stores! If you're on BigCommerce you can use our server-side BigCommerce to GA4 integration[/note] Google has also built in data-driven models for both comparative attribution reporting and predictive analytics, such as in-app purchase probability and overall purchase probability. But let's not get ahead of ourselves. First you need to capture the data. We expect some brands to just ignore GA4 until the last minute (I'm expecting some not-so-fun Memorial Day Weekend parties next year in NYC...), but we've also noticed that the top ecommerce managers and data scientists are all doing the same thing: tracking in parallel today, so they will have at least six months of data before making the full switch to GA4. Here's a quick guide to help you make the right moves too. 1. Stop procrastinating Is Google really getting rid of the old version of Google Analytics? The answer is a definitive yes. They are sunsetting the old version of Google Analytics in 2023. You need to be ready, but what does that mean exactly? Is there anything you can do today? Track in parallel today so you will have at least six months of data before making the full switch to GA4 Google formally announced the shift to a new version of Google Analytics back in November 2020, but many DTC brands are still putting off the shift to GA4. While moving to a different version of a tool most online marketers use weekly (if not daily) might sound a bit intimidating, there are two points to remember: Google is one of the most user-friendly companies on the planet and they have already added a bunch of functionality and default reporting templates in GA4 You need to capture data before you can analyze it! As our agency partner CXL writes in their ultimate guide to GA4: "Unlike previous upgrade iterations, GA4 is a brand-new product. This means starting afresh, with a new learning curve to navigate." But at the same time, as they say, "it promises to be the future of analytics, with cross-platform tracking, AI-driven data, and privacy-centric design." We couldn't agree more. Littledata's top 10 reasons to switch to GA4 include both custom funnels and predictive insights. This is especially important for ecommerce brands that want to building shopping funnel reports and LTV cohorts in GA4 that fit their particular business model and customer base. So what should you do today to take advantage of this powerful, free ecommerce reporting? First of all, create a GA4 property! 2. Create a GA4 property Google will not be allowing anybody to import historical data from UA into GA4, so you need to create a Google Analytics 4 (GA4) property today if you are serious about seeing performance over time. Luckily, adding a GA4 property is surprisingly easy. Current GA users (that's most of you) can just head to their Analytics accounts and use the setup assistant. You should add at least one data stream. (Don't worry, you can add more later.) Data Streams in GA4 replace Views in Universal Analytics, but they're a bit different . Data streams can be any website (or blog, microsite, country store, etc) or mobile app (iOS or Android), and they can be viewed in aggregate or individually. Adding a data stream might sound intimidating, but this can be as simple as adding the URL for your website (eg. "littledata.io"). [tip]Whether you're new to Google Analytics or a longtime user, we recommend turning on the Enhanced Measurement settings, which include useful defaults.[/tip] When you add a data stream, you will have the option to enabled Enhanced Measurement settings. This is highly recommended. Here's more info on what Littledata lets you track automatically in GA4 -- examples include product views, product list views, checkout funnel events and purchases -- and which events are tracked with Enhanced Measurement, such as page views, site search and form interactions. Now that you have set up a GA4 property, it's time to set up your ecommerce tracking. [tip] Use our complementary instant order checker for GA4 to check your property [/tip] 3. Track in Parallel Tracking UA and GA4 in parallel means that you can send data to both destinations at the same time. This lets you capture browsing behavior and sales performance in both places, so you can analyze the data, build comparative attribution models and start to get a sense for how Universal Analytics and Google Analytics 4 are different -- as well as where they converge. The most accurate way to do this is to use an ecommerce data platform like Littledata to capture ecommerce events by default, including both sales/conversion tracking and marketing attribution (stitching sessions together). We send data directly to GA4. Because we have a pre-built GTM data layer, you don't need to add tags manually! Use a pre-built data layer for GA4 so you don't have to add tags manually Littledata's tracking schema works out of the box to capture both major and minor touch points in the ecommerce journey. When you install Littledata, we instantly start tracking all of the key ecommerce events for you in both UA and GA4, so you'll have the data you need when you're ready to dive into week-on-week and month-on-month analysis. Here's a quick video on tracking in parallel. To get something similar to Enhanced Ecommerce reporting, you'll need to build reports yourselves, so we've also put together a few videos on building ecommerce reports in GA4. These reports are more flexible and dynamic than anything available in UA. It's like having Google Data Studio within Google Analytics for complete reporting. There's even more free content available for subscribers in the app :) Wait, so GA4 is pretty different? GA4 is based on a different type of tracking called event-based tracking, which is is exactly what it sounds like: a more flexible and comprehensive way of tracking everything so you can build granular reports and predictive models based on the endless flow of events and attached parameters. The UA data model focused on sessions and pageviews. GA4 focuses on events, and sessions are no longer broken by a change in campaign "source" (GA4 continues tracking the same session as well as the change in source). But those sessions will not be stitched together automatically with purchase data and Shopify customer IDs. And many Google Tag Manager solutions for GA4 are missing out on the basics, like purchase events, revenue and conversion tracking. If you aren't capturing purchases, how are you supposed to know if your marketing is working? Using Littledata's solution is quick and easy, with both low-code and no-code options. Our ecommerce tracking is deep and comprehensive. When you start a free trial you can choose to send data to both UA and GA4 at no additional cost, with server-side tracking to guarantee accurate data. [subscribe heading="Top-rated GA4 tracking for $99 a month"] Want to know more? Book a free data audit with one of our Google Analytics experts today!
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5 common Google Analytics setup problems
Can you rely on the data you are seeing in Google Analytics? If you use it daily in your business you should really give some time to auditing how the data is captured, and what glitches could be lurking unseen. The notifications feature in Google Analytics now alerts you to some common setup problems, but there are more simple ones you could check today. Here are 5 aspects of your Google Analytics account to check now. Are you running the latest Universal Analytics tracking code? Is your overall bounce rate below 10%? Are you getting referrals from your own website? Are you getting ‘referrals’ from your payment gateway? Have you got the correct website default URL set in GA? Are you getting full referring URL in reports? 1. Are you running the latest Universal Analytics tracking code? You may have clicked upgrade in the Google Analytics admin console, but have your developers successfully transferred over to the new tracker code? Use our handy tool to test for universal analytics (make sure you copy your URL as it appears in the browser bar). 2. Is your overall bounce rate below 10%? The 'bounce rate' is defined as sessions of only one page. It’s highly unlikely to be in single digits unless you have a very unique source of engaged traffic. However, it is possible that the tracking code is firing twice on a single page. This double counting would mean Google Analytics sees every single page view as two pages – i.e. not a bounce This is more common on template-driven sites like Wordpress or Joomla, where you may have one tracking script loaded by a plugin – and another pasted onto the main template page. You can check if you have multiple pageviews firing by using the Google Tag Assistant plugin for Chrome. 3. Are you getting referrals from your own website? A self-referral is traffic coming from your own domain – so if you are www.acme.com, then a self-referrals would be appearing as ‘acme.com’. Have a look at the (recently moved) referrals list and see if that is happening for you. This is usually caused by having pages on your website which are missing the GA tracking code, or have it misconfigured. You can see exactly which pages are causing the problem by clicking on your domain name in the list and seeing the referring path. If you are on universal analytics (please use our tool to check) you can exclude these referrals in one step with the Referral Exclusion list. For a fuller explanation, see the self-referral guide provided by Google. 4. Are you getting ‘referrals’ from your payment gateway? Similar to point 3: if you have a 3rd party payment service where customers enter their payment details, after they redirect to your site – if you are on Universal analytics – they will show up as a new visit… but originating from ‘paypal.com’ or ‘worldpay.com’. You need to add any payment gateway or similar 3rd party services to that referral exclusion list. Just add the domain name - so PayPal would be 'paypal.com' 5. Have you got the correct website default URL set in GA? When Google Analytics was first set up for your website you may have set a different domain name than what you now use. Or maybe you have switched to run your site on https:// rather than http://. So you need to change the default URL as set up in the admin page. For this go to Admin > Property > Property Settings. Once that is setup correctly, the ‘All Pages’ report becomes a lot more useful – because you can click through to view the actual page using the open link icon. Advanced: Are you getting full referring URL in reports? If you run your website across different subdomains (e.g. blog.littledata.co.uk and www.littledata.co.uk) then it can be difficult to tell which subdomain the page was on. The solution to this is to add the hostname to the URL using a custom filter. See the guide on how to view full page URLs in reports. What other setup issues are you experiencing? Let us know in the comments or by tweeting @LittledataUK.
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Agriculture in Uganda: Measure and Improve
I had a truly inspiring day visiting Send a Cow project near Masaka in Uganda. A group of 30 farmers underwent 4 years of training, supported by weekly visits from a social worker and agricultural trainer. From a group living in absolute under-a-dollar-a-day poverty, there are now farmers owning thousands of dollars worth of livestock and selling export crops like coffee. This education and support, plus the capital grant of one animal per household, has transformed their community. Although the success relied on a solid base of family and group cohesion, organised labour and animal husbandry, I want to focus on three aspects which have ongoing potential for the community. 1. Record keeping Yep, data to you and I. Writing daily details of milk yields, crop inputs, market sale prices and even visitor numbers enabled the farmers to measure and improve. Data also allows farmers to forecast and be inspired. Selling a regular surplus of milk from two cows (after family consumption – yes, they have great teeth!) gave the farmer a regular income of US$3.50 per day at the farm gate. That is more than a teacher’s salary in Uganda. With tender care and back-breaking forage harvesting, they now have a calf being reared – and can count just how much that will mean in further milk and profits. Maybe in 10 years they will be entering yields into a smartphone app, and have market prices forecast automatically. 2. Organic agriculture Oil derivatives (like diesel and fertiliser) are nearly as expensive in Uganda as the UK – in ridiculous contrast to the local market prices for vegetables. Efficient farming therefore has to rely on minimal imported inputs, and maximise the local bounty of sun, rain … and manure. Every precious drop of animal urine is captured – to mix with ash and chilli as an insect repellant for plants – or used neat as a fertiliser. In dry season, every rainfall is maximised, with lots of mulching of vegetables to prevent evaporation; and with a permaculture approach of shading coffee bushes with banana plants, and vegetables under the coffee. I am a fan of organic farming for health and environmental reasons, but out here I just do not see an alternative, cost-effective way to increase crop yields. 3. Peer-to-peer lending Developed-to-developing country lending networks, like Kiva.org, have grown rapidly – but with inevitable problems in vetting funding applications at distance. What farmers need are equivalents of 19th century Europe’s co-operative societies – where savers and lenders from the same area are brought together. These farmer groups operate a very effective local system. All members pledge to save every month: from just 1 cent a week. Then any member can ask for a short term (maximum 3 month) loan from the fund – which is now $2000. The default rate is low – around 2% - as members know the debtors ability to repay, and can monitor progress in person. Plus every debtor has savings in the scheme – so wants to preserve their share of the capital. Three month loans (and flat 10% interest) make repayments easy to predict – and work in a country where planting to harvest is only 3 months. Uganda’s government abolished co-operatives in the 1990s when they started sponsoring political campaigns. But if these lending clubs can grow they could go some way to unlocking the capital that Africa needs to grow. This post was written by Edward Upton, Founder of Littledata, @eUpton
7 best business and tech conferences in 2015
Every year is jam-packed with conferences, forums and festivals, and I have spent enough time sifting through numerous event programmes for this year. There are plenty of opportunities to learn about new trends and techniques, discuss the future and network with peers, but which major events are worth your time (and money)? Here's my pick of must-attend business, digital and tech conferences in 2015. This list covers events in London only, taking place between March and May. MARCH London Enterprise Festival When: 8-19 March Where: Camden Foundry Twitter: @LEF2015 Hashtag: #LEF2015 The London Enterprise Festival brings together business leaders to share their experiences and stories on this year’s theme, starting and growing a business. Perfect for any company owner, director or manager wondering how to identify trends in their industry and grow in the current business climate. LEF covers various industries over 9 days. From gaming and fashion to education and wellbeing, there is a discussion or workshop for everyone. By having each day very focused on its theme, you have a much better opportunity to connect with the right people and take part in relevant sessions. Bonus points for a feel good factor. The organisers are committed to reinvesting the profits to providing free digital courses to unemployed and subsidising workshops and events that make better entrepreneurs and more powerful networks. Internet of Things Summit When: 12-13 March Where: etc.venues St Paul’s Twitter: @teamrework Hashtag: #IOT2015 The Internet of Things is aimed at technologists, entrepreneurs, innovators, industry leaders and managers. Recommended for futurists and those interested in breakthrough technology and cutting-edge science that will shape our future. It sounds very ominous, but with 200 leading innovators you will explore trends that promise to positively impact our lives and society. Experience two days of revolutionary discoveries, leading research and new technologies with university researchers, Paul Clarke (Ocado) and Jeremy Green (Machina Research). You can get a taste for what to expect at a casual IoT meetup event that's taking place on 28 February in London. Pipeline Conference When: 19 March Where: etc.venues Victoria Twitter: @PipelineConf Hashtag: #PipelineConf If you are looking for something smaller and more intimate, then have a look at a one-day Pipeline Conference. The conference has a more informal feel to it with talks and sessions focused on continuos delivery. The keynote speaker is Linda Rising, an international Agile thought leader, who will discuss the myths and patterns of organisational change. Other speakers will be selected anonymously and announced on or around 23 February. Bonus points for their fantastic commitment to 50/50 gender diversity and donating the profit to after school coding clubs. APRIL Chief Digital Officer Forum When: 9-10 April Where: Park Plaza Victoria Twitter: @IEGroup Hashtag: #DigiLeaders The Chief Digital Officer Forum has an impressive speaker line up that consists of senior digital professionals from global brands. Organised by the Innovation Enterprise, this summit is aimed at anyone with background in digital, analytics, ecommerce, social media and innovation. There are plenty of opportunities to take part in interactive workshops, network with attendees and discuss the future of digital. Join hundreds of other digital leaders at CDOF to hear from experts like Will Burns (L’Occitane en Provence), David Martin (Coca Cola Enterprises), James Keady (Samsung) and others. MAY BriForum London When: 19-20 May Where: etc.venues St. Paul’s Twitter: @BriForum Hashtag: #BriForum BriForum London is a highly technical conference dedicated to the best practices of end user computing, cloud, desktop virtualisation, security and application management. Keynote speaker is Brian Madden, one of the brains behind this event, but we are yet to hear about other speakers and exact topics covered. Nevertheless, BriForum promises to deliver informative two days with high profile speakers and attendees. Digital Shoreditch When: 11-24 May Where: Shoreditch Twitter: @DigiShoreditch Hashtag: #ds15 Digital Shoreditch is the trendiest event on this list. It's a vibrant festival that attracts creative, tech and entrepreneurial people, makers and doers, and others in between. Digital Shoreditch is on for two weeks and with hands-on sessions, cosmic parties and amazing speakers it promises to be one of the biggest digital community events. The full programme is yet to be announced but seeing that Mark Earls (HERD), Rory Sutherland (Ogilvy & Mather UK) and Jeremy Waite (Salesforce) are on the speaker line up, I have no doubts there will be other inspiring people joining them. Bonus points for their visionary look and feel, and Twitter profile photo. UX London 2015 When: 20-22 May Where: Trinity Laban Conservatoire of Music and Dance Twitter: @UXLondon Hashtag: #uxlondon Organised by design consultancy Clearleft, UX London 2015 brings together inspiring UX speakers and practical workshops. The conference is focused on a different theme each day and is aimed at product, web and user experience designers. On day 1 explore the secrets of product design with leading experts, such as Des Traynor (Intercom), Julie Zhuo (Facebook) and Jeff Patton (independent consultant, Agile coach and author). On day 2 improve your understanding of human behaviour and user experience by hearing from Cecilia Weckstrom (LEGO) and taking part in Sketch workshop with Meng To. Day 3 is platforms day. Learn about the latest design trends for mobile, desktop and smart TV, and join workshops and talks on responsiveness, wearable tech and designing for different screen sizes. What other conferences and events have you marked in your diary? Leave a comment below or send a tweet @LittledataUK.
Under the hood of Littledata
Littledata tool gives you insight into your customers' behaviour online. We look through hundreds of Google Analytics metrics and trends to give you summarised reports, alerts on significant changes, customised tips and benchmarks against competitor sites. This guide explains how we generate your reports and provide actionable analytics. 1. You authorise our app to access your Google Analytics data As a Google Analytics user you will already be sending data to Google every time someone interacts with your website or app. Google Analytics provides an API where our app can query this underlying data and provide summary reports in our own style. But you are only granting us READ access, so there is no possibility that any data or settings in your Google Analytics will change. 2. You pick which view to report on Once you've authorised the access, you pick which Google Analytics view you want to get the reports on. Some people will have multiple views (previously called ‘profiles’) set up for a particular website. They might have subtly different data – for example, one excludes traffic from company offices – so pick the most appropriate one for management reports. We will then ask for your email so we know where to send future alerts to. 3. Every day we look for significant changes and trending pages There are over 100 Google Analytics reports and our clever algorithms scan through all of them to find the most interesting changes to highlight. For all but the largest businesses, day-by-day comparisons are the most appropriate way of spotting changing behaviour on your website. Every morning (around 4am local time) our app fetches your traffic data from the previous day – broken down into relevant segments, like mobile traffic from organic search – and compares it against a pattern from the previous week. This isn’t just signalling whether a metric has changed – web traffic is unpredictable and changes every day (scientists call this ‘noise’). We are looking for how likely that yesterday’s value was out of line with the recent pattern. We express this as signal bars in the app: one bar means there is a 90% chance this result is significant (not chance), two bars means a 99% chance and three bars means 99.9% certain (less than a 1 in 1000 chance it is a fluke). Separately, we look for which individual pages are trending – based on the same probabilistic approach. Mostly this is change in overall views of the page, but sometimes in entrances or bounce rate. If you are not seeing screenshots for particular pages there are a few reasons why: The website URL you entered in Google Analytics may be out of date Your tracking code may run across a number of URLs – e.g. company.com and blog.company.com – and you don’t specify which in Google Analytics The page may be inaccessible to our app – typically because a person needs to login to see it 4. We look for common setup issues The tracking code that you (or your developers) copy and pasted from Google Analytics into your website is only the very basic setup. Tracking custom events and fixing issues like cross-domain tracking and spam referrals can give you more accurate data – and more useful reports from us. Littledata offers setup and consultancy to improve your data collection, or to do further manual audit. This is especially relevant if you are upgrading to Universal Analytics or planning a major site redesign. 5. We email the most significant changes to you Every day - but only if you have significant changes - we generate a summary email, with the highest priority reports you should look at. You can click through on any of these to see a mobile-friendly summary. An example change might be that 'Bounce rate from natural search traffic is down by 8% yesterday'. If you usually get a consistent bounce rate for natural / organic search traffic, and one day that changes, then it should be interesting to investigate why. If you want your colleagues to stay on top of these changes you can add them to the distribution list, or change the frequency of the emails in My Subscriptions. 6. Every Sunday we look for changes over the previous week Every week we look for longer-term trends – which are only visible when comparing the last week with the previous week. You should get more alerts on a Sunday. If you have a site with under 10,000 visits a month, you are likely to see more changes week-by-week than day-by-day. To check the setup of your reports, login to Littledata tool. For any further questions, please feel free to leave a comment below, contact us via phone or email, or send us a tweet @LittledataUK.
6 helpful Google Analytics guides
I've been improving my knowledge of Google Analytics this month but found that documentation provided by Google and other heavy research can be difficult to absorb. So here are 6 guides and tools that I found useful in the last month. How to set up campaign tracking Expertise level: Newbie Social media analytics: How to track your marketing campaigns by Cory Rosenfield. When you run an ad, email or social promotion, you want to see which channel is most effective in acquiring visitors. By gathering this information through tracking your campaigns you will be able to focus on winning strategies and make adjustments to less performing ones. Cory’s how to guide takes you through the basics of how to set up campaign tracking with relevant explanations and practical examples. It’s as easy as it gets. What metadata needs fixing Expertise level: Beginner Introducing the Meta and Rich Snippet Tester by Bill Sebald. This tester from RankTank compares your site’s meta and rich snippet data to what you have in your site’s code. You will be able to see mismatches between how you have set your titles and descriptions against what is actually displayed in search results. Want to make sure rich snippets are working correctly or Google doesn’t replace missing meta tags with something unsuitable? Then this tool is for you. How to do keyword research effectively Expertise level: Intermediate Keyword research in 90 minutes by Jeremy Gottlieb. Keyword research for improved content targeting can take a lot of time but it doesn’t have to. Jeremy’s plan splits it into a 4-stage process, full of handy tips on how to spend your time effectively. Especially useful for when planning topics for your blog posts and finding words that are most relevant to include in your product descriptions. Setting up alerts for site errors Expertise level: Intermediate Google Analytics custom alerts which you must always use by Himanshu Sharma. How can you find errors and problems on your website with minimum manual labour? Set up custom alerts in your Google Analytics account with Himanshu's guide. You can create notifications for tracking and shopping cart issues, and any unusual changes in your bounce rate and traffic. How to improve multiscreen experience Expertise level: Advanced Enabling multiscreen tracking with Google Analytics by James Rosewell. This step by step guide by James shows how to get better data on the use of your site across various mobile devices. You will be able to make informed decisions on optimising your site whilst taking into consideration screen sizes and layouts. This means improved experience for customers on bigger smartphones and smaller tablets. Source: Infinium.co What were the different variables again? Expertise level: Advanced Variable guide for Google Tag Manager by Simo Ahava. Variables in Google Tag Manager can be powerful, once you get to grips with them. Simo's comprehensive guide is a useful reference that covers everything you need to know from technical details to set ups and debugging. Source: SimoAhava.com Need some help with Google Analytics? Get in touch with our experts!
Top 5 ecommerce trends in 2015: more power to consumer
2014 saw an increasing number of people buying online. With ever-growing competition, it’s ever more important for retailers to understand what their customers want and how to best serve them. Let’s look at five main ways that shoppers will be dictating what they want from ecommerce retailers in 2015 and how you can track these trends. 1. They’re shopping more on mobile devices Not only are shoppers making more purchases on their laptops and PCs but they’re also increasingly using their mobile devices. Retailers saw mobile transactions grow 40% at the end of the last year and there are no signs of slow down. If you’re sceptical about whether optimising for tablets and smartphones is necessary for your business, add a custom Google Analytics report by Lens10 that will quickly tell you if you should go mobile. It will also show you which devices are being used to access your site so you’ll know where to focus your efforts. 2. They’re using click & collect services In 2014 we saw some of the biggest companies jump on the click & collect bandwagon to allow customers to choose when and where they want to pick up their purchases. Waitrose, Ocado, Amazon partnered with TfL to provide click & collect at tube stations. Argos and eBay teamed up to offer the collection of parcels to eBay buyers from Argos stores nationwide. Online buyers want to enjoy a greater freedom when it comes to their shopping so we expect to see more companies join up to expand their offering. With 76% of digital shoppers predicted to use click & collect service by 2017, many more companies will begin offering the service. It’s time to offer customers the option to pick up purchases on their daily commute. 3. They’re expecting convenient delivery options It’s annoying to go through the online buying process only to be faced with limited and costly delivery options at the checkout page. Customers want more flexibility with how and when their purchase will be delivered and if your competitor offers those better options, then why aren’t you? 50% of online shoppers have abandoned a purchase online due to inconvenient delivery options. This number is staggering and should act as a warning to review your delivery cost, times and the accuracy of information you provide on the site. 4. They want personalised communication As shoppers get snowed under hundreds of emails, their individual experiences have become more important. Whilst a large majority of the businesses, 94%, understand that personalisation is crucial to their strategy it’s surprising that not that many are using the tactics. Econsultancy and Adobe produced a survey that reported 14% rise in sales, which makes a strong case for making marketing more personal. Track your customers’ location, local weather, viewed and bought items, and start testing with personalised marketing campaigns to see what works for your sales. (Chart: How do you (or your clients) measure the benefits of personalisation? | Econsultancy) 5. They’re accelerating online sales UK retailers saw their biggest sales over Christmas period, with digital increasingly getting the bigger share of the overall retail market. In 2014 ecommerce sales broke the £100bn mark for the first time and IMRG Capgemini e-Retail Sales Index predicts further growth to £116bn this year Be wary of repeating the mistakes of retailers like Currys, Argos, Tesco and PC World, whose websites couldn’t handle the increased number of visitors on Black Friday. Many customers remained stuck on frustrating holding pages instead of shopping. Check out some useful tips from Econsultancy for how to prepare for Black Friday in 2015. By setting up ecommerce tracking you can understand what shoppers are doing on your website and make informed decisions on further updates to product pages. In 2015 retailers’ success will depend on their ability to meet customers’ expectations and we hope the list above has helped your preparations. If there are any other trends you see growing in 2015, do share them in the comments.
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