In this opinion piece, Ralph Vugts (pictured below), development director at Engaging.io, explains how to how to effectively drive and convert traffic to an e-commerce site.
The beauty of selling online is once it’s set up efficiently, you can sit around in your underwear at night drinking a glass of wine while the orders are rolling in thinking, ‘Watch out Jeff Bezos, I’m coming for you!’
An e-commerce store is a sales and marketing team that never sleeps and is always there ready to flog [insert product here]. But where Bezos really nailed it of course is automating as much of the process as possible… and probably wearing pants most of the time (especially in the office).
There are tons of great platforms out there like Shopify or WooCommerce that can be set up and running pretty quickly and perform pretty well out of the box. But to get the most out of them, you need to feed the users’ shopping cart behaviours into business intelligence tools or a marketing automation platform to figure out how to target your customers as cost effectively as possible.
The tricky and most expensive part comes with the need to drive more traffic to the store and then convert that traffic to sales. It’s pretty easy to buy ads from Google and Facebook. The biggest missed opportunity I see clients making is only a small percentage of this traffic often converts to sales. A lot of marketers still only focus on getting more clicks and then simply hope they purchase at some stage.
For example, an e-commerce site gets 1000 visitors from running some ads. Fifty of those people buy something, and the other 950 bounced never to be seen again. If you talk to an advertising person about this, they will suggest re-marketing products, but that of course eats into the marketing dollars. Also, before throwing more money at the 950, are these really the right people? To evaluate this properly, more data needs to be collected and analysed.
How to target without ads
Over the years, marketing platforms like HubSpot, MailChimp and others have greatly improved on their e-commerce integrations. These integrations allow for shopping cart and customer behaviour data to be directly fed into these marketing platforms. This then allows for much easier segmentation, follow up and cross-sell to the existing database.
A particularly powerful combo is Shopify and HubSpot, as it has a native plugin, so with a few clicks it’s possible for marketers to be up and running with these types of campaigns. This integration easily allows for the follow up on abandoned carts via email and populate smart calls-to-action on the website to either cross-sell, or try to capture more data to further personalise the experience for customers.
A lot of these marketing tools now allow for the roll-out of your own integrations. So, even if Shopify isn’t your shop of choice, you can still feed e-commerce data into these marketing platforms via their APIs (it just takes a little bit more work on the development side).
Ultimately, any business wants to know what marketing activities drove sales and which did not. Once properly integrated and understood, they can quickly see what does (and doesn’t), work and either improve those activities, or shift budgets into higher performing campaigns.
me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]
MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]
New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]
Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]
Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]
ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]
Australia’s largest social enterprise is turning 25. On the anniversary of Australia’s first Big Issue magazine being sold on the steps of Melbourne’s Flinders Street Station in June 1996, Town Square has created a campaign to mark the occasion. 25 Years Big is a celebratory statement of pride, rendered in the iconic Big Issue logo […]
The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]
For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue. From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]
Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]
Here is EVERYTHING you need to know about contextual advertising bar the curling wand and the hot pink leg warmers.
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]