Digital Marketing

Professional & SEO

Diploma in Digital marketing

Content
eCommerce
development
Part 2
Module 2 Lesson 1
Summary Notes

Summary Notes
 2

Contents

3 objectives
Lesson outcomes

3 Enhancing Ecommerce
xxxxxxx

39 Dynamic Ads and remarketing

xxxxxxx

310 Ecommerce Analytics Reports

xxxxxxx

4 xxxxxxx

8 xxxxxxx

9 xxxxxxx

9 xxxxxxx

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Lesson objectives
• Enhancing Ecommerce
• Ecommerce campaigns
• Dynamic Ads and remarketing
• Ecommerce Analytics Reports

Enhancing the eCommerce experience

Exit Popup
A message that appears on a user’s screen as they are about to leave the site, trying to entice consumers to stay on the site
and reduce bounce rate.

Examples of messaging you could add in a popup:

● Cart abandonment reminder

● Feature a new Product
● Encourage newsletter sign-ups

The message needs to be enticing and offer value

Mouse Tracking
Follows the mouse movements of an internet user to simulate eye movement on a webpage.
It provides valuable info on user interaction with a site, which can be used to optimise pages.

Think about how you use / navigate a site – do you keep your mouse still while viewing a page? Do you move the mouse
around in circles while you are thinking?

Mouse tracking can help you see things like if people are hovering over images that can’t be clicked, missing CTA buttons,
paying attention to content / functionality you didn’t expect them to, etc.

There is also eye tracking available but this is very expensive, and people are made aware of the fact that eye tracking is
used, meaning their actions aren’t going to be completely natural.

ChatBots
ChatBots have Machine Learning and NLP (Natural Language Processing) capabilities, as the objective is to sound as
human as possible and understand the context of how people are communicating.
People are using messenger apps more than social networks. Chatbots can be integrated with the top four messenger
apps – Facebook, Whatsapp, WeChat. Viber – as well as on your site and app

Chatbots are used to:

● Complete consumers’ purchases
● Give consumers product recommendations
● Offer customer support

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Rule-based vs AI Chatbots
Rule-based bots are restrictive in that they can only respond to specific commands. AI bots try to interpret the user’s
requests and reply with a range of options.

If looking for an intuitive bot, pricing options are still quite expensive, but there are a few options for businesses with a low
budget.

Firstly, a ChatBot can be created within Facebook to use in Messenger and WhatsApp – intermediate skills required.

Self-service options are available, where you would login to the provider’s interface and build your bot using drag and
drop features. These kind of bots are not intuitive and the lack of machine learning / NLP limits usefulness.

Some examples of vendors who provide this service:

● Chatterbot
● Conversable
● Microsoft Bot Framework

Chatterbot and Microsoft are for end-to-end bot solutions, so they handle creation from start to finish. After you’ve briefed
them, it is hosted on a NLP platform and you would have a login to edit / change responses and triggers as needed.
Conversable is a self-service option

Delivery
If a business offers delivery, ensuring delivery time is as short as possible is a big priority. With many big brands offering
next day and even same day delivery (Amazon Prime, for example) it’s important to try and match that, and if a business is
unable to, it’s recommended to look at other options that would provide consumers with more value.

The logistics of offering same or next day delivery, particularly if servicing a large area, can be quite intensive.

Loyalty Program
Creating a loyalty program is a big drawing card for many consumers. Examples of what can be offered with a loyalty
program:

● Discounts / rewards for purchases

● Points system
● Free product after 10th purchase
● Exclusive offers

Examples:
Reebok – took a different approach and instead offer training and wellness workshops.

Starbucks - In order to earn loyalty points (or stars, in their case), customers must order or pay with the Starbucks app.
Starbucks benefit two-fold from this - the convenience of ordering online and avoiding queues, and saving on their orders
with loyalty stars.

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App
Anyone who makes use of a smartphone uses apps, and in most cases these users would fall into the target market.
An app offers:
● Faster functionality & lighter than a website
● Ability to send push notifications
● Take advantage of location-based targeting
● Run engagement campaigns
● Add value-add features not possible on a website

Value-add features like Sephora’s augmented reality feature that adds their makeup to your selfie so you can see what it
would look like.

And going back to the Starbucks example, they’ve added value to their app by allowing people to order online and have
incorporated their loyalty program here too.

Augmented Reality
Place products in a consumer’s home or body. AR allows consumers to have a more “realistic” idea of the product as well
as offering a good experience.

Examples: IKEA, Sephora

(refer to the recording of the lesson in your profile to see the IKEA video ad example)
eCommerce Marketing

It is important to note that none of this would be possible without machine learning and automation.

Machine learning is how we are so accurately able to predict behaviour and target people online.

What makes machine learning work is Big Data, and companies like Google and 2 x other examples have this in
abundance. Using technology, they’re able to interpret this data in many ways. Other uses for machine learning outside of
marketing are:

● Medical diagnosis
● Prediction
● Classification
● Learning Association

Automation is technology doing the work for you. Examples:

● Email marketing working with triggers and rules to send certain emails to certain people. Automatic Google Ads
reports to be sent daily.
● Product data feeds to be updated on a schedule
● ChatBots responding to customers
● A/B Testing

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Google Ads
Google Shopping

● Using product feed uploaded through Merchant Centre

● Displays images, descriptions and pricing at the top/side of the SERPs
● Targeting is mostly automated – you choose device, networks and locations
● Triggered by Search terms but keyword targeting isn’t used
● Promotion options available
● Local inventory ads – show your ad to nearby shoppers, with a Google-hosted landing page called “local
storefront”
● Product Shopping Ads are single image
● Showcase Shopping Ads are carousel images (CPE setting, with an engagement classified as anyone who clicks to
open the images in a carousel
● Product Groups as opposed to Ad Groups – a product can be in more than one category, and bids can be
prioritised

Google Shopping SERPs examples

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Google Search
● More coverage on the SERPs
● Keyword targeting
● Different targeting options
● Promo and Price Extensions
● Compare to Shopping & test products with higher conversion rates, etc.

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YouTube
YouTube is a channel to choose if you are wanting to reach consumers at all stages of the buying cycle.

If purely performance-focused, this channel would probably not be used, unless there was quite a large budget which
could be focused on remarketing to higher-intent audiences (visitors, converters, in-market)

Content
As we discovered in previous lessons, there is a difference between content marketing and video ads.
Video ads are more salesy, with full focus on the product. Video content is created to inform and help consumers, with the
pay-off being they might buy your product.

Consider a beauty tutorial – the products used in this would be what the brand wants to sell, but it is packaged in a format
that is of interest and not directly salesy for consumers.

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Social Shopping Campaigns

Facebook Shopping
● Requires a feed – Merchant Centre feed can be exported and uploaded, plus integrations available
● Requires the Pixel to be added to site
● Dynamic remarketing available with single image, carousel and collection formats
● Add a Shop to a Facebook Business Page for consumers to shop within Facebook

Instagram Shoppable
● Account must first be approved
● Connect to existing catalog, do it manually or connect with a Partner (Shopify, BigCommerce)
● Select photos / videos and tap products you want to tag
● Names of products should appear as you type them

Influencers & Affiliates

● Someone could be both
● If not, the difference would be in payment and measurement

Email Personalisation
A valuable channel as consumers have already shown intent.

Examples of personalisation that could be sent:

● Abandoned cart emails
● Special offers
● Recommendations and in-stock alerts
● Content based off customer profile

Remember that all these options will be available within the chosen email marketing platform. If using dynamic
personalisation, additional tracking and feeds would need to be implemented, just like with the other options

Remarketing across channels

● One of the most valuable assets in your marketing strategies
● Everyone who visits a website forms part of a remarketing list
● With the relevant tracking code implemented from required channels, these lists can be shared across all
channels
● E.g. Someone searches on Google, clicks your ad. When next on Facebook, she sees similar products to what she
viewed

Dynamic Remarketing
Ads customised for each viewer, based on the products viewed on a website.

● If used in Google Ads, it would be a Display campaign or a Shopping Campaign

● Product feed needed, as well as a dynamic remarketing tag with custom parameters on each page

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eCommerce Paid Strategy Example

Prospecting - finding new consumers (no previous visits to the website)
● Carousel Facebook Shopping – top products
● Carousel & Collection Facebook Shopping – Social engagers
● Single Image & Video Instagram Shoppable – popular products
● Google Shopping – popular products
● Google Search – top earning products
● Universal App Install campaign
● Affiliate Network campaign – seasonal or trending products
● TrueView YouTube Ads – brand overview

Remarketing - targeting consumers with website visits or social ad

engagement (minimum criteria)
● Dynamic Ads Facebook – product viewers & email openers
● Carousel Image Promo Facebook – cart abandoners & no purchase within 7 days
● Dynamic Ads Google Display – converters
● Dynamic Ads Google Display – all visitors, excl converters + in-market & affinity
● Exit Popup on site excl cart – subscribe to email CTA
● Exit Popup on cart abandonment – reminder & subscribe
● Top products email – gender segmentation
● Dynamic email content – product views
● Viewed and similar products email – no purchase within 7 days
● Google RLSA – broad keywords & competitors
● Push Notifications App – all downloads
● Push Notifications App – non-engagers special
● Push Notifications App – location-based users

Analytics eCommerce Reports

eCommerce Overview
Like with previously covered reports, this eCommerce report can be segmented by different dimensions, for example
conversion rate, traffic type, source / medium etc.

You can choose an hourly, daily, weekly and monthly graph view, using different date ranges which you can compare
against each other.

You can view revenue, the number of transactions, and the average order value at a glance.
From here, you can get more granular information about specific product performance, by name, category or brand, and
this information would be used to look at increasing marketing spend on the products / categories with the highest ROI.

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Shopping Behaviour Analysis

To enable this report in Analytics, the following goals need to be created:
● Product View
● Add to Cart
● Checkout
● Transaction

This enables you to see:

● The % of sessions with no shopping activity (not achieving any of the above goals)
● Of the sessions with product views, the % that did not Add to Cart
● The % of sessions with add to cart, who then abandoned before purchase
● The % of transactions

New and Returning visitors are also compared.

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Cart Abandonment
Getting further insight into Cart Abandonment, a business can see at which stage of the purchase process consumers are
dropping off. This is suitable for those with several steps in the checkout process with different URLs.

For example:

Add to Cart - Checkout - Billing Address - Payment Details - Confirm Payment

Funnel Goal
Create a funnel goal with each of the URLs in the purchase process, to track where consumers abandon their carts.
This Goal is created in the Admin section of Analytics (cog at the bottom left)

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When at “Funnel”, turn this on (blue) and add the URLs, one in each step, in the order they occur.

Enabling this tracking allows insight into where consumers drop off, and the drop off pages can be investigated and
optimised. The effect of changes in things such as pricing can be monitored when segmenting by specific products /
categories.

Lifetime Value
● Report is automatically available
● Will only show revenue data with ecommerce tracking enabled
● LTV calculated over a maximum of 90 days (for now)
● Acquisition is referring to the first visit, not the first purchase

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This is not suitable for businesses with a long conversion window (More than 30 days)

Lifetime value per channel can be viewed, which can assist with marketing focus:

This can be drilled down even further with the precise acquisition (first site visit) sources:

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You can also compare metrics to see if there is correlation between them, for example revenue per user vs session
duration:

This result shows the fact that the higher the session duration per user, the higher the revenue. Longer session
durations equal higher intent.

Overall:
● Evaluate performance of campaigns by selecting the relevant date range
● See which channels are performing best and use this to help determine marketing spend
● Remember this is all users, not all converting users

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