23 Great Templates for Taking Your Business Online During COVID-19

23 Great Templates for Taking Your Business Online During COVID-19

While COVID-19 has certainly presented challenges for business owners, it has also opened up creative options. Many businesses are moving online in response to this changing world. Online delivery is becoming more popular as restaurants and fitness studios broadcast classes and online stores sell and promote their products.

Do you want to be a follower? Get started with a professional and sleek website template.

There’s an eCommerce template that will work for any type of business: events, service businesses, restaurants, or stores. It also includes a set of professional tools.

These website templates will help you transition your business smoothly.

  1. Fitness
  2. Health & Wellness
  3. Online Stores
  4. Restaurants
  5. Coaching Consulting & Training
  6. Events
  7. Education

Fitness

Online classes and workouts are a great option for clients who can’t make it to class. You can offer Zoom classes live on your fitness website. Also, you can offer exercise videos subscriptions and take secure online payments. Your clients may be in quarantine. meet their needs and create a blog with tips for indoor fitness. Your clients can communicate with you through your website using Wix Chat and the Wix owner app.

Yoga on Demand

Fitness Coach

Fitness Coach

Online Fitness Video Course

All Fitness Website Templates

Health & Wellness

Your clients’ mental and physical health are paramount in these times. A professional website can help you guide clients through social distancing or staying at home. Allow clients to book appointments online 24/7. You can also accept online payments and send links for video conferences in your confirmation emails. Email marketing campaign to showcase your expertise in health advice

Psychologist

Health Coach

View All Health & Wellness Templates

Online Stores

Sell online and take secure online payments from customers. Marketing tools such as abandoned cart emails or a Facebook advertising campaign can help you increase your sales. COVID-19 may be affecting your inventory. You can source new products with dropshipping or print on demand. Your website allows you to ship your orders and generate shipping labels. You can also offer curbside pickup at your storefront.

Plant Boutique

T-Shirt Store

Fresh Produce Farm

Online Bookstore

Browse All Online Store Templates

Restaurants & Food

Online ordering is possible with beautiful menus and a complete restaurant system. Wixchat allows you to collect special requests, food preferences, and make dish recommendations. Orders can be accepted on the phone or on your website, so you can manage all orders from one place. You can create delivery zones to set up unique minimum order quantities or fees depending on where you are located. Customers are able to pay online, and even tip online.

Restaurant Site

Vegetarian Restaurant

Burger Corner

Discover All Restaurants & Food Recipes

Coaching Consulting & Training

Book calls with clients or stream live webinars from your website. Your website can be used to promote your services, and gain new clients. Allow visitors to book introduction calls and feature real customer testimonials. A blog can be used to showcase your expertise and provide advice on COVID-19.

Virtual Assistant

Finance Consulting

Success Coach

View All Coaching & Consulting Templates

Events

Your guests may not be able to attend your events. Your website can host lectures, concerts and meetups. Invite your fans to listen online to your music or to attend drive-ins. To track and manage attendance, collect detailed RSVPs. You can stream live from your virtual event by connecting to Zoom, Facebook, or YouTube Live. Keep your community involved by creating a Members Area or a Wix Forum discussion board.

Webinar Landing Page

Meetup Event

Drive in Movie Theater

Rap Artist

Explore all Events Website Template

Education

Live-streamed lectures allow you to keep in touch with students and clients. Create a video library that includes courses and classes. Visitors can choose to sign up or log in. Keep all student resources, including registration forms, online if you manage a school. Display testimonials from tutors and allow parents to schedule sessions whenever.

Online Education Lectures

Private Tutor

Online Courses

https://www.wix.com/blog/ecommerce/2020/04/templates-to-take-your-business-online-during-covid-19

What Instagram’s new Product Tag Feature Means For Your Brand

You’re probably an Instagram brand and you are familiar with the thrill of being tagged in a photo. The @ symbol, whether it’s a long-standing partner in influencer marketing or a new fan of your brand, represents your social Media Marketing Strategy taking shape and new eyes engaging with your work.

This simple tag will soon get an upgrade. Tags can link directly to product pages embedded into the shopping tab. This feature was only available to Creator and Business accounts, but it will soon be available to all US customers.

This change will allow more fans to express their love for certain products and drive sales. This is a huge deal for brands who want to promote their products. It also allows fans to connect with the most beloved items.

It was no surprise that Instagram selected Kulfi beauty to be the focus of the announcement. This is because beauty brands depend on Instagram to showcase everything, from packaging to swatches to full-face looks to packaging. Ask Leslie Valdivia co-founder of Vive Cosmetics.

She says, “Our community reviews and feedback are what really drives sales. So their posts and recommendations can go a long ways.” “It will be easier for other people to find the products that their family and friends recommend online by being able to tag products.

Everyone is now an influencer

Instagram could not say when this feature would be available in other markets. But, having US users be able to link products to Instagram could still have an impact on brands, particularly in the way they interact with influencers.

“From an influencer standpoint, working directly with brands, it’s really exciting being able to link directly to a product within the app–it means that the call to action will be that much clearer,” Ashley Buchanan (Senior Director of Product, influencer marketing agency , Obviously).

Vive Cosmetics’ Que Matte Lipstick in Amor Eterno could be posted by a fan or influencer. To purchase the product, anyone who views the post needs to click on the tag.

This post is on InstagramThis post was shared by Vive cosmetics(r), (@vivecosmetics).

Influencers can be a powerful marketing tool as they are able to showcase products in real-world contexts, such as clothing being worn or a beauty product being used. Customers can link directly to the product to find and purchase those products much quicker. Ashley believes it’s a win-win for influencers too because it keeps their fans on the platform and not sending them away to the app to search for the product.

Ashley adds that the move will allow more people to act as micro-influencers or influencers and direct their networks towards products.

These tags allow influencers to be linked to not only the brand but also a product that is relevant to their niche. An influencer might be a rosewater face mist ambassador, rather than being a social media ambassador for an organic skin-care brand.

Ashley states, “Being open to the idea that “everyone can influence” just means endless opportunity.”

A game changer for affiliate marketing

Another exciting possibility is that Instagram is simultaneously testing an affiliate program that uses product linking. Participants could be eligible for a kickback when customers shop using their product tags once this program is more widely available. This is a huge win for affiliate marketing, and an incentive for influencers working with brands.

This feature on Instagram will allow customers to earn rewards for sharing their love of brands and products.

“I believe that’s huge. Ashley says that being able to monetize linking products doesn’t mean you have to be part of any formalized program in order to make money. It also means that influencers are able to recommend products they like and go out of their way finding brands that appeal to them.

Leslie is also interested in affiliate opportunities, since Vive Cosmetics has an affiliate program.

Leslie states that she believes this feature will enable more customers to earn rewards for sharing brands and products they love with Instagram.

Product tagging can be a great tool!

All this is happening at a great moment, considering recent news that regular #hashtags have no impact on reach. Product tagging may have the same impact as hashtags.

Your followers may not be aware of these changes. It’s worth reaching out if you work with influencers who don’t have Creator accounts. If they do not, it might be worth encouraging product tagging or to adjust future contracts accordingly. Make sure you let your followers know that they have an easy way to support the products that they love.

source https://www.shopify.com/blog/instagram-product-tagging

eCommerce CRO: 9 Mistakes that Could Kill Your Sales

Your brand’s success is directly tied to eCommerce CRO. It is not worth driving people to your website if they don’t buy anything.

Many retailers fail to increase their conversion rate once customers have landed on their website. It can be difficult to know where you should start. If you don’t know what you need, you could end up doing more damage than good.

Fear not, because this post will cover nine common mistakes made by eCommerce CROs. We’ll also share tips on how to fix them. We’ll be looking at:

Let’s get started if you want to increase your conversion rate and boost your sales!

Don’t Worry about eCommerce CRO!

Making small changes to your website can make a big difference in your conversion rate, whether it is positive or negative. You could let profit slip by if you don’t regularly analyze your conversion rate and look for ways to improve it.

Let’s suppose that you convert one visitor to your store for every 100. You could improve this number to 2% by making improvements, such as fixing a broken link or simplifying the payment page. It may seem low, but it will instantly double your revenue.

What does an eCommerce CRO do?

Data is the key to a successful ecommerce CRO strategy. Without data about your site’s performance, it will be difficult to spot where conversions are dropping. The first step is to analyze conversion data on your site and to hypothesize about what can be done to improve it.

Be careful. Changes can have a negative effect on your business. To ensure reliable results, A/B testing is a scientific approach.

You can test a new version or page of your website using A/B testing. By segmenting your visitors, 50% will view the new variant while 50% will continue to see the original. You can compare both the results to determine which one has the highest conversion rate and then decide whether you want to adopt the change or not.

There are many types of tests. Some are simple, but they have significant impact. Others are more complex and cost-intensive, but result in a lower conversion rate. Hypotheses must be prioritized. The easiest wins should be given first, while subtler changes should be left for last. The A/B testing of each change allows for further improvement.

Each ecommerce store is different. Your target audience will determine what conversion rates are most important to you.

There are a few things that all ecommerce sellers should know. These are the essentials that customers want in an online shopping experience. These are key to increasing your conversion rate and generating more revenue.

Let’s look at some easy ways to increase your store’s conversion rate.

eCommerce CRO 9 Reasons Shoppers Leave Your Store

Now that we have the why and how of eCommerce CRO, let’s move on to the easy wins and mistakes for our store.

1. Not mobile-friendly

It is now a non-negotiable to have mobile-first ecommerce designs. Statista predicts 72.9% of global retail ecommerce will be driven by mobile users in 2021. This is an increase from 58.9% in 2017.

A beautiful desktop design won’t be of much value to your customers if it isn’t mobile-friendly.

If customers feel your website is not responsive, as shown below, it will make it less likely that they complete their purchase.

Make sure to test your mobile site carefully. This will ensure that it looks great and provides a seamless customer experience.

2. Slow Page Speed

Online shoppers want a quick and easy way to shop. Slow loading pages can frustrate customers and cause them to leave your store.

A study by Portant has shown that conversion rates drop by an average of 4.42 percent for every second that passes between page loading and the time it takes to load. This is a serious setback for your eCommerce CRO efforts.

It’s important to grab customers’ attention quickly, with so many competitors just a click away. This means optimizing your website for speed.

3. Too many distractions

Customers who are focused on buying the product they desire will find it difficult to navigate messy and disorderly pages. Your customers will be more distracted by too many images and text on your pages than they are encouraged to buy. This is an example of the monstrosity that we discovered earlier.

Keep your website simple and product-focused, from landing pages to product pages and payment pages. Limit the number buttons per page. There’s no reason to have 10 buttons when three is sufficient. A clearer path to purchase will be made by limiting the number of choices your customer must make.

Make sure your product photos are consistent in size and shape so that you can easily understand the layouts of your pages. Color schemes and fonts that are easy to read and do not distract from products will help you achieve the highest ecommerce CRO scores.

4. Faulty Search Function

It is much easier for customers who know what they want than to just browse. These customers will visit your website to verify that you have the product they are looking for. They don’t want to be overwhelmed with too many options. Instead, they will want to be directed to the product that interests them.

High-converting customers will find it easy to find what they are looking for by making your search function obvious.

Make sure all your products are properly tagged and that you have a good search function. To help customers narrow down their choices and prevent them from scrolling through many pages, you’ll need to provide a variety of filters.

This guide contains many best practices and more tips to optimize your search engine.

5.

Online shopping has one major drawback: customers can’t touch or see the product. They need to have enough information to make informed purchasing decisions.

Your product descriptions should be concise and simple. This will make your products more appealing to customers. For eCommerce CRO, high quality photos of products (including lifestyle photos) and a detailed product specification are key.

Consumers are becoming more brand-conscious and want to learn more about the brands they purchase from. With the environment at the forefront of everyone’s minds, consumers will likely choose brands that have ethical or sustainable values to give them the satisfaction of making an ethical purchase.

Customers should have easy access to information about the brand values so that they can both buy your products and become a part of your brand.

6. Absence of urgency

Your site may not be available to every customer who visits it. They’ll likely leave your site if there isn’t an sense that urgency. There’s no guarantee they’ll return.

Give buyers compelling reasons to make a purchase right away. Here’s an example of how Airbnb encourages customers to act now:

There are many ways to increase urgency and encourage action, whether it’s by offering buyers time-sensitive offers or making them feel like they are competing with other customers for a desired product.

7. Long checkout

After your customer has made their purchase, they want the checkout process as simple as possible. Customers may abandon a purchase if they are faced with lengthy, complicated forms on multiple pages.

When requesting information, keep custom fields to a minimum and offer users the option of continuing as a guest.

Try to keep your checkout process to just four steps

  1. Check out
  2. Delivery details
  3. Payment Details
  4. Confirmation

It is important to capture an email address. This will allow you to follow up on abandoned carts and convert customers at a later time.

A progress bar can be added to the page to reassure customers and encourage them onward.

8. Unexpected expenses

Customer adds an item into their cart based upon the price of the item and the perceived value. Customers don’t want to be surprised by an additional cost when they get to the payment page. This will not only change the customer’s perception of the product’s value, but it can also damage their trust in the brand if they feel misled.

To avoid unpleasant surprises at checkout, you can provide pricing information upfront on taxes, exchange rates, and delivery costs. To calculate shipping costs, you can use customer information at the shopping cart page. This will let customers be aware of it early. Customers can also choose from multiple shipping options with different costs to control the cost of their purchase.

9. No purchase confirmation

Although your conversion rate for the initial purchase might not be affected, it is crucial that you have a purchase confirmation page when converting customers who are returning customers to life-long customers.

Buyers who do not receive confirmation emails or a confirmation page will be confused. This is a great way to increase future sales and improve customer experience.

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Black Friday Emails: 9 Super Creative Examples To Inspire Your Own (+Free Swipe File)

Over the BFCM weekend, your customer’s inbox will be as full as a belly after thanksgiving dinner.

And as an ecommerce merchant, that’s a problem. Because with so many folks competing for your customers’ attention, it’s easy for your deal to slip under the radar.

So the question is: How can you make your Black Friday emails stand out? Because between design, copy, and tactics, there sure is a hell of a lot to consider.

Well, in this post, I’ll share 9 of the most unique Black Friday email examples I’ve seen. You’ll get ideas and best practices to help guide you through the process.

By the end, your brain will be humming with inspiration, and you’ll be ready to build your best Black Friday email campaign ever. Plus, I’ve included a Black Friday Email swipe file with over 30+ emails to fuel your creativity.

Let’s get to it!

1. The Tension Builder – Tinker

Sometimes what makes your Black Friday email stand out isn’t the email itself, but the tension you’ve built in the days leading up to the sale.

Here you can see how watch brand Tinker creates a buzz around their offer by teasing their audience with a mysterious outline of a new product.

Black Friday Email Example

The copy and design are laced with intrigue, teeing up their Black Friday email to stand above the rest by piquing their audience’s curiosity.

This approach so powerful because it creates a mental itch that needs to be scratched. And the only way to scratch it is? Yup, you guessed it: to open your BFCM email.

🔑Key Takeaways:

  • Humans are a naturally inquisitive bunch. Use curiosity to drive engagement in your BFCM email campaign.
  • Keep your message crystal clear by using simple designs and eliminating wordy blocks of text.

2. The Preliminary Reveal – Google

In contrast to the tension-generating email above, this pre-Black Friday email from Google comes right out and shows shoppers the goods before the sale goes live.

Black Friday Email Example

This ‘preview’ approach is great if you’re selling higher-ticket items because customers may need more time to consider their purchase.

For example, slamming a 15% discount on a $1000+ purchase into their inbox on Friday morning mightn’t be enough to convince them your offer is worth it.

But garnering interest earlier in the week gives you customers the space to think about your products and increases the likelihood they’ll buy when deals go live.

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🔑Key Takeaways:

  • Sending multiple emails in the build-up to BFCM helps keep your brand top of mind
  • For higher-ticket items, customers may need more time to consider their purchase
  • Use dynamic retargeting to follow-up with customers when BFCM arrives

3. The Early Access – Eve Sleep

As we mentioned in the introduction, with hundreds of emails assaulting your audience’s inboxes on Black Friday itself, standing isn’t easy.

But by sending early access in the week leading up to Black Friday, you can capitalize on the increased appetite for spending while avoiding the torrent of competing offers.

That’s precisely what mattress retailer Eve Sleep did last year. Instead of making their customers wait until Friday to claim their offer, they grant early access mid-week.

Opening up your Black Friday offer early allows you to pick up buckets of opens, clicks, and sales before the big rush begins.

To add exclusivity to this kind of email, you might consider opening your BFCM deals to VIP customers only. Adding a reason for granting early access will encourage shoppers to take action.

🔑Key Takeaways:

  • It’s easier to grab attention on Mon-Thurs of Cyber Week.
  • Opening up your offer to a segment of loyal shoppers ensures none of them miss your offer in the heat of the moment.
  • Low-key GIFs can make your email pop.

4. The Multi-Channel Approach – Nuheara

With over 400 million emails being sent out on Black Friday, you’ll stand the best chance of engaging with your list by taking a multi-channel approach.

One way to boost your uptake is by getting out of your subscribers’ email and into their SMS. Why? Well, SMS boasts a whopping open rate of 98%. Plus, over 90% of the SMS message you send will be read in under 3 minutes.

Audio brand Nuheara used this Black Friday email last year to push subscribers onto their SMS list in advance of the big day.

SMS Black Friday Email Example

By stepping away from the hyper-competitive email inbox and moving to SMS, Nuheara ensures interested subscribers don’t miss out on a great deal.

You can also encourage subscribers to follow you on social media in the days leading up to the big day. That way, while other brands are only hammering email, you’ll be able to reach your audience across multiple touchpoints and boost the chances of making a sale.

🔑Key Takeaways:

  • Attention is the gateway to your customer’s wallet. Relying on email alone means customers may miss your message among the flurry of offers.
  • Coordinate your email, SMS, and social channels to ensure maximum engagement

5. The Soothing Balm – Aesop

Black Friday is renowned for being a frenzied affair. With the sudden barrage of offers merchants fling at consumers, it’s easy for one huge discount to melt into the next. It can be hard to hear anybody when everyone is shouting the same thing.

That’s where cosmetics brand Aesop takes a different approach to their BFCM marketing campaign. Their Black Friday email is memorable precisely because of its understatement. There are no ‘rock-bottom’ prices or ‘one-off deals’ to be found here.

Read more :

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Unique Black Friday Email

Instead, Aesop uses a calming color scheme and copy that appeals for calmness amid the hustle and bustle of the holiday season. The beautiful design allows their products to come to the fore and do most of the talking.

It’s a message in stark contrast to what we’ve come to expect of Black Friday. By tapping into the feeling of pressure, many of us feel at this time of year, Aesop has crafted an email that reads like a relaxing mental message. And that just so happens to be the same feeling they want you to have when using their products.

 

🔑Key Takeaways:

  • Dial-in your copy and design to appeal to your ideal customer
  • Huge discounts aren’t a requirement – Free shipping can be enough to entice customers to buy
  • Put your products center-stage in your email

6. The Good Cause – Everlane

Increasingly, there’s a growing trend of conscious consumerism growing around the world. More folks are opting to shop with companies that hold similar values to their own.

Everlane runs a unique Black Friday campaign each year known as the Black Friday Fund, in which they donate a portion of profits to a non-profit or charitable organization. Last year, the brand is planning to donate $300,000 to help fight the use of single-use plastics and marine pollution.

While this is an honorable thing to do in its own right, the research shows it’s also good for business.

For example, according to a study in the Journal of Consumer Research, consumers perceive products from socially conscious brands as being superior to those with average levels of social consciousness.

Consumers perceive products from socially conscious brands as being superior to those with average levels of social consciousness.

What’s more, supporting a cause your customers care about can boost brand loyalty, enhance your reputation, and indirectly drive more sales. So, if you haven’t already, think about how you can incorporate a charitable element into your Black Friday campaigns.

Read more :

/how-can-ecommerce-merchants-deal-with-plastics-shortage-in-2021/

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car-chip-shortage/https://gritglobal.io/blog/bfcm-trends/

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/how-to-use-task-automation-software/

/payment-gateway-bigcommerce/

🔑Key Takeaway:

  • Supporting a cause your audience cares about is good for the cause and good for business too.

7. The Anti-Deal – Cards Against Humanity

While we can’t promise you many sales, one way to get noticed is by taking inspiration from Cards Against Humanity’s Black Friday Email.

For the last few holidays, they’ve run crazy campaigns that showcase their disdain for excessive consumption. One year they sold actual bull shit in boxes, and last year they ran a hilarious 99% OFF parody deal site.

In this email form a few years back, instead of offering customers a discount, they gave their subscribers the opportunity to give them $5 in return for, well, nothing.

While you’re unlikely to break your sales records using such unconventional tactics, Cards Against Humanity gets buckets of free media coverage for their stunts. And while that’s probably not their intention, it is nonetheless useful for growth.

The key here is that Cards Against Humanity has created a campaign that’s bursting with brand appeal. Just like their product, their black Friday promotions are risqué and somewhat offensive.

🔑Key Takeaway:

  • Build a Black Friday email campaign that matches your brand’s personality. Your brand integrity is always more important than short-term profits on the day.

8. The ‘Don’t Miss Out’ – reMarkable

Black Friday is all about scarcity and urgency. Carnage-filled scenes in department stores across the country are a testament to that.

Tapping into these collective feelings of undersupply is a powerful tactic that reminds customers they need to act now. Once you’ve launched your initial email, it’s a good move to send an email similar to this one by digital notepad brand reMarkable:

How effective are these types of emails? Well, Experian found that emails conveying a sense of urgency had at least 14% higher open rates and 2X the transaction rates compared to standard promotional emails.

Experian found that emails conveying a sense of urgency had at least 14% higher open rates and 2x the transaction rates compared to regular promotional emails.

See more :

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reMarkable conveys urgency by using a countdown timer. Other approaches would be to show the customer how many items are left in stock or set-up an offer where there’s only a limited number of discounts to claim.

Of course, it goes without saying that scarcity works best when it’s genuine. If customers catch wind that you’re misleading them, you’ll do much more damage to your business than a few quick sales can cover. So always keep things above board.

 

🔑Key Takeaway:

  • Scarcity and urgency are two powerful cognitive biases that you can use to drive more sales on Black Friday and Cyber Monday.

9. The Extended Sale – Forever 21

In recent years, online retailers have been extending their BFCM campaigns beyond the traditional Friday to Monday limits. And with analysts predicting that consumers will have more disposable income to spend this year, it’s a tactic that could help you mop up a nice chunk of additional revenue.

But you can’t just go and say to customers, “I know we ended the sale yesterday, but here’s another!”. You’ll just end up like the boy who called wolf. Instead, you need to frame your offer in a way that provides a reason for why it’s happening.

Case in point: Forever21. The fashion retailer extended their 2019 sale by positioning it as an extra chance for VIP customers to pick up a special deal. This intelligent positioning totally changes the feel of the campaign from “They’re trying to get as much money as possible from me” to “Wow, a special offer just for me?”

Black Friday Email Idea

This type of email could be even more potent if it was personalized and showed the customer’s name along with some product recommendations.

If you don’t want to extend your campaign, you could simply try sending out abandoned cart emails that allow shoppers to pick up their order at the same BFCM price.

What Black Friday Emails Will You Send?

Black Friday is a brilliant opportunity to finish your year on a high. And at the heart of every Black Friday marketing strategy is a reliable email campaign.

Between designing your emails, crafting the copy, and everything else, building a great Black Friday email can be a little daunting. Hopefully, these Black Friday email examples have provided you with the inspiration you need to reach your most ambitious Q4 goals.

If you’re eager for more inspiration – check out some of the 30+ Black Friday Emails in our free swipe file now 👇

Article source : https://www.reconvert.io/blog/black-friday-email-examples/

 

Are Discounts not your thing? Cyber Monday: Alternatives

There are the daily tasks of running your business. You also have vacations to plan and other visitors. You are cleaning up and finishing household projects. You might not be thinking about the holiday sales season right now.

“Late November seems so distant. You might be asking, “Do I really need to plan for that?” Answer: The answer is yes, especially if you don’t believe that selling prices or discounts make sense for your company. It will take some time to come up with innovative ways to increase sales and attract customers. So start now.

It’s crucial: Hundreds and millions of people will shop online on Black Friday and Cyber Monday. This could translate into billions of dollars in sales.

Last year, in the middle of the pandemicgrowing at a faster rate than it has been since the 1980s. This happy news is combined with consumer excitement about normal life, it’s easy for us to see an even greater jump in this year.

It is important to plan for Cyber Monday and Black Friday. What if you are unable to offer deep discounts and sale prices in order to attract customers? There are other options.

Cyber Monday: How to get the best deal without any discounts

First, why not simply have a traditional sale?

There are many businesses and stores that offer major discounts. Your 40% discount deal could be overlooked during the holiday season. It is more difficult than ever to find a way to inspire potential customers.

Discount sales are not appropriate for all businesses. Some stores emphasize the importance of not discounting high-end merchandise. Smaller stores have often tight margins, and can only discount five to ten percent. This makes it difficult for them to compete with larger shops.

Other organizations may offer services or products at a fixed price, but this is not necessarily a bad thing. If you are selling $10 gift certificates to raise money for climate change efforts, it doesn’t make sense to reduce the price to $5. You’ll have to come up with a better way to sweeten the pot.

These are other options if you’re struggling to be noticed or if it doesn’t make financial sense to hold a “mega-sale” for your company.

Learn more:

1. Give a portion of your profits to charity

Studies have shown that 86% Americans prefer companies that are caring and responsible, and who give back to good causes. Increasing customer loyalty can be achieved by collecting donations at checkout. Consider these charities when deciding which charities you want to support:

  • Be in alignment with your customers’ values
  • Attract the largest range of customers
  • Are you in your local area?
  • These are related to your passions

This can be done in many ways. Customers may choose to donate specific products or a percentage of their total purchase. You might also donate a book every time someone purchases one of your books.

Customers should be informed about who and why you are donating.

2. Free eBook Download with Purchase

Consider information that is valuable to your customers, and make an eBook. This process can be automated with the free gifts for Woocommerceextension. You can also set up an email welcome with a tool such as MailPoet that will send the book to your customers via email.

Are you unsure what to make? Consider the most common questions your customers may ask. What information can you share about them? You might, for example, write a guide on how to choose the best coffee bean grind for each coffee maker. You could also include an eBook on how to prevent mosquitoes getting in if you provide pest control services.

3. Shipping options available for upgrade

36% of online customers drop their orders because they don’t want to pay shipping. This means that free shipping can be a great way to increase Black Friday and Cyber Monday sales. Free shipping could be offered for all orders or orders exceeding a certain amount. You can also upgrade customers to expedited shipping for an additional fee.

Photo © https://megafitmeals.com/

However, it doesn’t matter what you do, ensure that your customers are aware of the information. Megafit Meals places a notice at the header. It’s visible on all pages immediately.

4. Get started with a complimentary consultation

Free consultations are a great way to introduce your service to customers. This allows you to establish a relationship with your customers and build trust.

Be specific about the benefits of the consultation. Perhaps you could say, “We’ll give you a 30-minute consultation in which one of our experts will evaluate your marketing needs and offer suggestions.”

5. Get an additional night for free

Hotels and campgrounds are filling up quickly because people want to go. How can you stop these campsites and beds from becoming empty after the rush?

Even if you don’t sell physical goods, that doesn’t mean you can’t take advantage of Cyber Monday and Black Friday. You can offer an extra night of stay free of charge.

You can add an additional night to a booking by using the WooCommerce Bookings extension.

6. Limited edition products available

The feeling of exclusivity is a great thing. The rarer and more desirable products are, the more customers will value them. This idea can be made even more appealing by offering limited-edition products for Cyber Monday and Black Friday.

You might, for example, release a T-shirt design or behind-the scenes video. No matter what product you choose, make sure to highlight the short-term availability of the item on the product page. This will help establish that there is no way you are missing out.

7. Gift a bonus, free gift

Free gifts are a great way to get rid of inventory and to add value to your purchases. Are there extra products you are discontinuing? As a bonus, give them away to anyone who buys on Cyber Monday. You could offer samples of your soaps, bath salts or seasonings. These are great for encouraging future sales.

Consider small, personalized gifts such as stickers, hot sauces and water bottles. These are fun additions that customers will remember your company each time they use them.

You can offer gifts to customers using the free WooCommerce extension.

  1. Send them manually
  2. Automatically add them to your cart
  3. Customers can choose from a variety of gifts when they go to the cart page
  4. Offers: “Buy one, get one”

Consider which one is most appropriate for your situation and customers.

8. Every purchase helps you plant a tree

79% customers favor companies that care about the environment. And environmentally-friendly products, services, and facilities are just one, simple way to show that you care for your community and the people who live in it.

Consider donating to a local group that plants trees during your Black Friday/Cyber Tuesday sale. You can also extend the same principle to other green initiatives such as river or beach cleanup.

This season, be unique

There are many ways you can get involved, even if your store isn’t able to offer Cyber Monday or Black Friday discounts. This is the best time to get creative and think about what your customers are looking for.

Optimizing your Customer Portal to Increase Loyalty Shoppers

Giving the best customer experience is a key part of building long-lasting customers. These are people who purchase your products again and tell their friends about your store. Your work does not stop when someone makes a purchase. It is your responsibility to delight and please them again and again.

This can be done through your customer portal or My Account page. Customers should use this page to find all the information they need, to reach out to you with questions, or to make any changes to their accounts. They will be happier if it is easy for them.

How can WooCommerce create the ideal customer portal?

Customers should be able to easily manage their accounts

Allow customers to access your account page.

1. Change the password

Although this may seem like an essential part of account functionality, it is actually very important. The login page should allow customers to reset their passwords, as well as the account page.

WooCommerce allows customers to change their password automatically, but it is always a good idea for them to check this once in a while. It may be worth changing the font weight or color of the “Lost password” link to make it stand out more.

2. Change their address

You can update your address for a number of reasons. They might be moving, need to ship to their new office, or want to change the credit card address. Customers can update their billing and shipping addresses via their account page by default. You can go one step further.

The Saved addresses for WooCommerce extension allows shoppers to add multiple addresses to an account. They can then choose which address they want when they make a purchase. It’s easy to send your products to family members, friends, and even to their offices. Your customers will be more inclined to shop with you again if they find it easy.

Learn more:

3. Change billing information

Customers can save their credit card information if you use a payment gateway such as WooCommerce payments. Customers can update their information on their account page, and they can check out faster in the future. Faster checkouts lead to fewer abandoned carts, and therefore more sales.

4. Change or pause a subscription

Customers who subscribe to recurring products and services should be able cancel, upgrade or downgrade their subscriptions easily. Why? It makes it much easier for them and saves you the time of contacting support via phone or email to change their plan terms.

Customers can change plans, modify the quantity of products, or cancel their subscriptions from their account page. WooCommerce payments gives customers even greater control over their subscription payment methods, recurring orders and many other features. Both of these solutions work together to create a powerful solution that benefits both you and your customer.

5. Refunds or cancellations possible

Online store owners will undoubtedly encounter refunds, cancellations and returns from time to time. They may have ordered the wrong product, received it damaged or changed their minds. It’s all part and parcel of the process.

You can relieve your team of a lot of stress and provide a simpler, more hassle-free experience to your customers by allowing them to cancel their order or request a refund right from their dashboard.

Customers can request a refund from WooCommerce Smart Refunder extension and explain why they are requesting it. Refunds can be approved manually or issued automatically — depending on what works best for you business. They can either take the form of cash refunds or store credits.

6. Customers can create wishlists

According to Google, 40% shoppers believe that online shopping would be more enjoyable if they could save the items they are interested in. This makes sense. They might wish to save their favourite products for an anniversary or birthday, to share with family and friends, or to return to later.

A wishlist is not only helpful for them, but it can also be beneficial for you. Customers don’t have to remember what products they like, and may end up shopping elsewhere. They can simply add the items that interest them to their carts, which increases conversions and sales.

This extension allows you to add this functionality directly to your WooCommerce store. Account holders and guests can create unlimited product lists, share them via email and add one or all of their favorites products to their cart by clicking a button.

Bonus: Use AutomateWoo for promotional emails that are based on items people like. Email marketing is powerful but personalizing messages can make it even more effective.

Help customers locate important information

As a store owner, you must educate customers about why your products are better than other brands, how they solve problems and how they can best be used. Your job includes answering customer questions and providing information on shipping and policies. These are just a few of the ways that you can do this through your customer portal.

1. Tracking data for shares

Tracking information can be added to your account page to keep your customers informed about the status and delivery of their product. This will answer all their questions: Has my product been shipped? It is now where? When will it arrive? They don’t have to call or chat with us.

You can add custom and automated tracking numbers to the Shipment Monitoring extension for over a dozen carriers including USPS and FedEx.

2. Add product documentation

With detailed documentation, show customers how to assemble and use your products. This will help them get the most out of their purchase, reduce refund requests, and encourage them to return for more. This documentation can be added to their account page, making it easy for them to access.

The WooCommerce My account page editor allows you to add links to your documentation on your account page. You can also add instruction content to the customer dashboard.

3. Get exclusive customer resources

When a customer purchases a product from you store, they might be entitled to download exclusive content such as podcasts, videos or prints.

You could create a membership program. This is a great option. You could also use the WooCommerce my Account Page Editor extension for exclusive content to be added to the customer dashboard.

4. Support customers via live chat

If your customers have any questions, be available to answer them as soon as possible. A live chat option can be added to your customer account page.

The LiveChat extension for WooCommerce makes it easy for customers to reach you with any questions. You can view what they have in the cart, as well as information about previous orders while providing support.

You can also add a tab on the account page to provide customer support. You can link this tab to a forum or a form. Contact information is also possible so shoppers can get in touch with your company. This extension can be used to add it.

You can customize the dashboard design

It’s more than functionality. A great account experience is about much more than that. Your business’s design can make your customers feel valued, trust you, and show professionalism. These are some ways that you can improve the design of your customer portal.

1. You can change the colors to match your brand

Consistency in brand colors helps customers know where they are and shows that you care about the details. You might consider changing the colors on your account page elements (tabs, fonts, etc. They should be attractive and attractive, while also fitting your brand.

To do this, you can either use CSS or select the colors that you wish to use with the My account Page Editor extension.

2. Customers can add a photo to their profile

Add a profile photo to empower your customers to make it their own. The My account page editor can do all of this! They can upload, modify, and remove any photo they like. Upon logging in, they will feel as if they have their own space on your store.

3. Mobile responsiveness is a must

You want your account page to be responsive like the rest of your website. It should look great on all devices. Customers should be able view their order status and change their information. They also need to have access to all the content that you’ve created, regardless of whether they are using a mobile device or a desktop computer.

To see how it looks on tablets and phones, log into your account. You can also use any of these tools for testing it on all devices. You may need to modify it with CSS, or hire a developer if something seems off.

Your audience deserves the best possible experience

Your customers can manage their accounts on your store through a robust and easy-to-use portal. This will also help to relieve some of the stress from your employees. It also makes it easy for shoppers to find the information they need, which will encourage them to return for more.

How your Product Catalog is Key to Success in Social Commerce

Millions of people use Facebook every day to connect with their family and friends around the world. However, these social commerce platforms are now powerful sales channels.

The new social commerce is a way to increase sales and reach new customers. It allows them to buy directly from these channels. This allows consumers to move easily between channels, making it imperative that they have access to high-quality catalogs.

It not only helps to drive buyer interest and discovery but also makes it easier for them to consider your product. The first impression of your item is its title and description.

If the products in your Instagram Shops and Facebook pages are in stock, customers will feel more comfortable and have more trust in you. Merchants must have a quality product catalog in order to reach more customers and drive more sales.

If you don’t have a Facebook or Instagram account, this is how to connect.

What’s a product catalogue and why is it so important?

A catalog contains information about products that you sell on Facebook and Instagram. Your catalog data quality is key to creating positive shopping experiences in Shops and ads.

Customers will be able to find your products and make better purchasing decisions if your catalog quality is optimized.

Learn more: 

Magento Pos

Shopify Pos

Bigcommerce Pos

Woocommerce Pos

Netsuite pos

MSI

The benefits of a high quality catalog:

  • Increase your search engine results: The quality of your product directly affects the chances of it being found and allowing you to get more distribution.
  • Drive conversions It is essential that your website and catalog are consistent. Shoppers expect seamless experiences across channels. However, visuals and product information can be added to your catalog to ensure that buyers are able to find the right product information for their needs.

Best Practices

Merchants have a lot of opportunities through Facebook For BigCommerce. They need to be strategic in creating the best content that converts.

These are our top tips and best practices to make your brand stand out.

1. Use detailed product information.

Customers will be able to find your product by using category-specific attributes. They also enhance the customer experience and increase conversion rates. Different attributes serve different purposes:

  • Discovery These attributes are not directly displayed on your product detail page (PDP), but they help buyers find your product through search. These attributes include brand, gender and age group.
  • Variants – Provide variant attributes for products that have a variation. Color, size and material are just a few examples. Find out more about variants on page 2.
  • Consideration These attributes are listed on product detail pages as variant selectors. They help buyers to consider purchasing your product.

2. You can manage product variants in the catalog.

Variants are variations on the same product that you have in your catalog. For example, a T-shirt with the same size and color in different sizes. Customers will have a better experience shopping for your products when you properly set up variants in your catalog.

You can add variants to:

  • Help customers to find more colors and sizes of a product.
  • Give people more options by showing one version of each product in your shop. People can view the variants of the product they are interested in when they select it to learn more.

3. Keep your catalog current.

To use product tags on Instagram you will need a product catalogue. A robust catalog can make it easier to be successful. Consider the viewpoint of the customer. They will see your post and want to know more. They will see the product tag, and then move to the product detail page.

When updating your catalog, here are some important points to remember:

  • Inventory – Only products that have inventory can be sold. You can sell products by updating your catalog with exact inventory counts. This will allow you to know when items sell and what product categories codes are required for taxes.
  • Product names – Keep product names short and consistent with your Instagram website so that shoppers can easily find out how to use a product.
  • Product descriptions – Include the item description. This includes length, material, and size considerations. Don’t forget to include conversions for sizes that are not available in the US.
  • Sizing – For products that require sizing consideration, ensure details are accurate. Make sure you have enough inventory to cover all sizes of a product. For more information, see here.
  • Pricing – Make sure your price is correct and in line with your website.
  • Shipping Fees You can set different shipping fees, including minimum shipping charges at different service levels. In your Commerce Manager settings, you can set your shipping options.

Pro Tip: If there are not enough images or videos on a product page, shoppers will be unable to make a decision. Make sure you have at least two photographs of the product.

4. Be sure to use product tags often.

130,000,000 people click on product tags every month to find out more about brands they’re following on Instagram. Product tags allow you to highlight products from BigCommerce and provide information for customers.

Product tags are essential to give shoppers an easy way not only to find your brand but also to make it easy for them to purchase. You should make product tags a part your Instagram strategy and use them when you post images of products.

Facebook data shows that merchants who tag more than 5 days per month in their feeds see an average of:

  • Visitors to product pages have increased by 278%
  • Purchases up 231%
  • Sales increase by 216%

Because people spend so much time on Instagram, they use product tags in different formats, such as stories, reels, IGTV and captions, the most successful shopping businesses use product tags often across all formats.

To increase shoppable posts, you can use product tags frequently to reach more shoppers and make your shop stand out.

Here’s a 6-point checklist to help you get your omnichannel model in shape

Customers want a customer-centric experience, especially after making a purchase. International competition will be easier if a company invests in its Omnichannel Service.

Are you having the same problem? I purchased shoes online from an international store, but they weren’t the right size for me. I had to return them. The size I needed was not available in stock. I had no other choice but to return my money.

The entire process took three weeks. There were five days between placing an order and receiving the product at my door. I also had to spend two days trying on the products and returning them. It took five days to return the product to the seller. Six days later, I received a refund. It was an international online store. It was unpleasant.

Personally, I shop at a variety of e-commerce websites both in my home country and abroad. I was strengthened by the shoe incident and believe that Finnish retailers are capable of competing internationally if they have their omnichannel services in place. With a strong brand, targeted marketing and the right selection, right price, and an omnichannel service model that is well-thought out, it’s possible to stand against global competition.

Many things are involved in an omnichannel service. This article will concentrate on the ease of post-sales transactions, and how to build a competitive advantage. Customers will shop online as well as in brick-and-mortar stores more easily.

Omnichannel service model checklist

Before you can even talk about competitive advantage, make sure that these are in order. To see how many areas you business is proficient in, use the following list:

  1. Customers can pick up online orders from a retail outlet.. Online purchases should be possible at your nearest store. Many stores offer this service. Many deliveries are made from a central warehouse or a major supplier. They can be delivered directly to the customer or to an outlet.
  2. Online customers may be able to order the product from a physical store.Online purchases can only be made from one central warehouse. Or are there stock items in stores? Delivery takes 1 to 2 days if the product can be shipped from a local store.
  3. Customers can reserve items online and pay in cash at a local store.Online banking and credit cards are not for everyone. Your customers should have the option of ordering online and having it delivered to their home at a retail location.
  4. Customers can return items purchased online to their store.Customers can return online orders to stores for an instant refund. You can also exchange for a different size or product.
  5. Customers who sign up for loyalty programs return online purchases immediately to get their money back.Customer should immediately return a product via postal service or other carriers. The refund should not be delayed for the product to reach a warehouse. The customer could, for example, inform the company via its online shop about the return.
  6. The salesperson can sell the product online or at another outlet if the product isn’t available in the local store.A customer shopping in a store that does not stock a product should be able for the salesperson to sell it online or at another outlet.

If you got six/six correct, congratulations! Your competitors are far behind you and you are well on the way to creating a customer-focused service model that includes post-purchase events. Many competitors only manage to tick one or two items off the list.

Sometimes it seems that we are willing to go to great lengths to improve services such as online shopping portal user interfaces. This is all in the name for a great customer experience. While this is a crucial area, it won’t create customer loyalty nor brand advocates who extol your store’s superiority to the rest.

Simple things like the ones described above are key to true competitive advantage. These simple advantages make your customers question why they bought shoes from an overseas online store.

How to Supercharge Your PPC Performance Using LinkedIn Audiences

As we leave a year like no other behind us and transition into 2021, the goal for paid search advertisers remains the same: to reach the right audience at the right time and turn that click into a lead or sale. One of the best ways to do that is to start integrating the unique LinkedIn targeting audiences that Microsoft Advertising offers.

linkedin targeting for microsoft ads

These advanced ways to collect data and target customers allow you to dive deeper into the company, industry, and even job title of the person clicking on your ads.

So that’s what I’ll be focusing on in this post. We’ll talk about: In this post, I’ll cover:

  • The different types of LinkedIn audiences and what they entail.
  • How to set them up for targeting in Microsoft Ads.
  • How to optimize your ads once you’ve collected data.

I’ll also provide some real-life examples and data from my own experiences in PPC consulting. LinkedIn targeting will be one of your most important strategies moving forward and you will continue to see Microsoft Ads deliver you even greater performance.

LinkedIn audience types

Before I get into setting up your audiences for Microsoft Ads, let’s go over the three different LinkedIn audience types you can target.

1. Company

  • Target users in specific companies.
  • Good for if you have a list of prospect names or high-converting organizations
  • Use to collect data and adjust.

With this first audience, advertisers can select from thousands of different companies. Operating off a search function, you’re able to type in a prospective client or business name and then add them into your data observation strategy.

The most important thing to note about this company audience, as well as the others, is that they are operating entirely under the assumption that people have their LinkedIn profiles up to date. So, for the company audience, Microsoft Ads would look for people who worked most recently at the companies you select and have that set under their LinkedIn profile. This particular audience type can be helpful if you have a list of prospective client names or if you know that your customers will likely come from whatever organization(s) you select.

linkedin audiences in microsoft ads—target by company

If you’re not 100% sure what companies you need to target, it can also just be a great way to start collecting data and observing the click traffic for a time before you make any adjustments.

My advice would be to start with businesses that you currently have on your prospect list, businesses in the target work sector you’re gearing your ads towards, or purely to collect data to utilize in the future.

2. Industry

  • Target people in highly specific industries
  • Can help collect the most valuable clicks
  • Start with higher-level industries

Our second LinkedIn audience comes in the form of industry data. The industries you can select from are in the form of a pre-set list that Microsoft has in the campaign settings, but they can get extremely specific depending on how deep you dig into them.

I’ve personally found the industry audiences to be some of the most helpful for advertisers to take advantage of because knowing your target audience and industry is at the foundation of not just PPC marketing, but your entire marketing strategy as a whole.

For example, I work with an ecommerce client who sells school & office supplies. They understand that one of their biggest target audiences is the education sector. Through the industry audience section, we were able to first observe the Higher Education, Research, eLearning, Education Management, and Primary/Secondary Education audiences they offer and then optimize with bid adjustments after we recognized which was driving the most value and best return.

With a wide array of different industries to select from that include Energy & Mining all the way to Wellness & Fitness, these audiences can really help drill down into the most valuable clicks out there on the Microsoft search network.

With industry audiences, I would recommend first identifying which higher-level industries will be your targets and then dive deeper into the more specific sub-categories under those to make your first selections.

3. Job function

  • Target users of specific roles within their organization.
  • Helpful if you know who the decision-makers are in your target market.
  • Start with a broad range of roles, then refine accordingly.

The final type of audience that we can utilize is the job function. Bing describes this audience as a way to target people who perform certain job functions as defined by their LinkedIn profile. This particular audience is extremely helpful if you know what roles the decision-makers at your target companies tend to have.

For example, if when signing on a new customer, you tend to work with people in their finance department, then finance, accounting, and purchasing may be the more ideal audiences for you to select. Or let’s say you tend to work with customers that are more regularly in administrative-type roles. In that case, the administrative, human resources, and operations audiences would be the perfect ones for you.

linkedin audiences in microsoft ads—target by job function

At the end of the day, because you are solely collecting data in the beginning, I would recommend selecting as many as you feel are relevant and then optimizing once you have a solid one to two months’ worth of information to go off of. This could also be a great way for you to dive deeper into the demographic make-up of your ideal customer and collect data for job function audiences you may have not thought would normally be relevant.

On consulting calls, I generally advise people to use any combination of the following: program/project management, purchasing, operations, administrative, human resources, marketing, sales, and finance. Of course, if you identify any others that are even more entrenched in your specific industry, then be sure to add them in. It really is the more the merrier type of situation when adding these audiences because it will only allow you to collect and utilize more data and continue to get the best results from your Microsoft ads.

When starting out, I generally advise people to target any combination of the following: program/project management, purchasing, operations, administrative, human resources, marketing, sales, and finance. 

How to set up LinkedIn audiences in Microsoft Ads

In this next section, I’m going to cover how to set up the LinkedIn audiences in your Microsoft Ads account (on both the campaign and ad group level). There are also several specific rules when setting up the audiences that I will cover to make the process for you as easy as possible, but let’s first start with the steps:

  1. Log into your Microsoft Ads account
  2. Click on the first campaign you’re adding LinkedIn audiences to
  3. Click into the campaign’s settings
  4. Scroll down to the Campaign targets section
  5. Click Edit target categories and then select the ones you want to use (any combo of Company, Industry, or Job Function)
  6. Scroll down to the very bottom of the Settings page
  7. Under each category click Edit target and select from the different options available in each
  8. Once you’ve selected them all click Done
  9. After you’ve finished each category you’re going to use, click Save
  10. Once saved, scroll back down into the settings to the new category sections and manually change all bid adjustments to 0%.

Selecting Your Audiences

We’ll first go through the basic steps, and then I’ll provide some best practices and important considerations.

Select your campaign and level of application

When you first log into your account, the first thing you will need to decide is which campaign(s) you would like to start using them in and whether you want to add them on the campaign level or more granularly at the ad group level.

Unless you do have very specific ad groups set up that you anticipate would be more ideal to have set on that level, my suggestion would be just to add it at the campaign level. This will allow you to collect data much quicker and will also prevent you from running into any issues using these down the line.

You can only select one level: campaign or ad group. My suggestion would be to go with campaign level. This will allow you to collect data quicker and also prevent you from running into any issues down the line.

The one specific rule you need to be careful of is that you can only select one level: campaign or ad group. If you try to add audiences to the campaign level and then also to the ad group level, it will block you. In the reverse scenario, if you set some up for specific ad groups and then try to for the entire campaign, you will receive an error message. Campaign level allows you to collect information on a much bigger scale.

Select your campaign targets

Next, after you’ve selected your first campaign to add them to, you’ll want to click into the campaign’s settings. Once in the settings, you’ll want to scroll down to the section titled ‘Campaign targets’ and this is where you will select which of the three you’d like to use.

linkedin audiences in microsoft ads—campaign-targeting-options

Select your categories

Under campaign targets, you will then click “edit target categories.” You have the ability to utilize any combination of the three, but the two I see used more often are usually Industry and Job Function. I would suggest using as many as you feel are relevant to your business.

After you select your audience types, you’ll scroll down all the way to the bottom of the settings screen and will see the categories you’re going to use. Next to each, there will be a blue font button ‘Edit target’ that will then allow you to go in and select from the different options.

Notes on selecting your audiences

A few important notes on selecting your audiences:

  • The process for adding the three different types of audiences is exactly the same. You’ll click “edit target,” scroll through and select the ones you want to use, and then hit the ‘Done’ blue button when finished. 
  • One other important thing to also look out for is that when you click Done after selecting your audiences, you’ll need to hit the big blue ‘Save’ button. Unfortunately, if you don’t hit that final Save button and click away from the Settings screen, you will lose all your selected audiences and will have to repeat the process.
  • The final change to also be aware of is that once your audience categories are selected and you’ve successfully Saved them, there will automatically be a +15% bid adjustment applied to them. In the final section, we’ll discuss optimizing these audiences with bid adjustments, but for now, I would manually change that back to 0% so that it does not increase our bids just yet.

Optimizing your audiences with bid adjustments

Once you’ve set up your campaign with the selected audience, here’s what you can do to access its important data and apply it to further improve performance.

Allow time for data collection

Now that you have your LinkedIn audiences selected and collecting data, the next step is to wait and give it time. Generally, with optimizing audiences, I would say that waiting at least two to four weeks minimum is important, but there are other factors that could affect that timeline.

Waiting at least two to four weeks minimum is important, so you can really see which audiences are driving the most value.

 

If you usually get a high number of clicks in that particular campaign, then you may be able to analyze the data even sooner. I use four weeks as a rule of thumb because after a month, you can really see which ones are driving the most value. Of course, as you move forward advertising and using these audiences, more data makes it easier to make changes.

Access and organize your data

Ok, you have your first month of data collected—now what? To access the data, you’ll first want to click into the campaign using the audiences and then click on the Demographics tab. You’ll notice that at the top of the page, it will have all the different demographic types listed out and you will then select whichever one you want to view first.

You may only see a few columns in regards to the type of data (clicks, impressions, etc.) so my suggestion would be to modify your columns and make sure you have all of the most important metrics selected, such as clicks, impressions, cost, CPC, conversions, CPA, and any other conversion-related ones that are relevant.

Modify your columns and make sure you have all of the most important metrics selected, such as clicks, impressions, cost, CPC, and more.

 

linkedin audiences in microsoft ads—reporting columns example

In the industry section, for example, you’ll see each of the different industries you selected and the data they’ve collected. This optimization may vary depending on what metrics you hold to be most valuable and what your business’s goals are, but most likely you’ll want to use conversions, CPA, and conversion rate as your main three. You’re going to be looking to see:

  • Which industry drives the most conversions
  • Which has the lowest CPA, and
  • Which converts at the highest rate

Add bid adjustments

Your next move will be to add bid adjustments to the audiences performing the best, based on those three metrics. By adding in a bid adjustment, you’re targeting your ads more towards those audiences in the hopes to drive more traffic and more value from them.

 

linkedin audiences in microsoft ads—bid adjustments

On the flip side, if you notice there are certain audiences performing poorly and not converting well, then you can also decrease your bid adjustment. This lessens the likelihood that your ads show to people in those audiences. As more time goes by and your data continues to grow, you can continue to add adjustments where you see fit and really drive the most value from your LinkedIn audiences and Microsoft Ads as possible.

Drive high-value traffic with LinkedIn audience targeting

Identifying business leads and opportunities can almost feel like a needle in a haystack situation. With the need to drive as much value from the traffic you’re getting, you must take advantage of all tools available, and now you know how to use one of the best ones out there: LinkedIn audiences! Some key things to remember are:

  • The targeting technology is operating entirely under the assumption that people have their LinkedIn profiles up to date.
  • Always start broad with targeting options and then refine as you collect data.
  • Give plenty of time for your campaigns to give enough data to make meaningful decisions.

 

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Email Delivery 101: How to get your emails to land in your Inbox

Email Delivery 101: How to get your emails to land in your Inbox

By 2023, the number of email users worldwide is expected to grow to 4.3 billion, which is half the world’s population. Consumer brands spend hundreds of thousands of money on email marketing to capitalize on this trend. An email campaign can only be successful if your intended audience opens, reads and interacts with it. Most consumers won’t open any emails sent outside of their inboxes. This is why deliverability is so important.

This blog will cover:

  1. What does email deliveryability mean?
  2. Deliverability differs from email delivery in that it is more difficult to deliver.
  3. Factors that impact deliveryability
  4. Here are some best practices for sending emails to your users’ inboxes

What is deliverability?

Deliverability shows you how many emails are landing in the inbox of your users instead of their junk or spam folders.

“Spam is where emails die.”
-Sadikshya Pant, Senior Email Deliverability Consultant, MoEngage

Spam is a major problem in the world. Gmail found that half of the 293 billion email messages sent each day in 2019 were spam. 70% of these emails were spam, which is marketing content.102 billionEach year, marketing emails disappear into digital oblivion.

Some of your users won’t even know that a spam or trash folder exists. Most users don’t even check their spam folders. ISPs (Internet Service Providers), flag suspicious emails as such. These emails are then deactivated with their images and links.

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Do not confuse deliveryability with deliverability

Deliverability is different from email delivery. The number of emails the user has received is what defines delivery. Delivery measures the number of delivered emails that land in the inbox folder.

Consider an example of an email campaign that targeted 100 users. It was 98% delivered and 60% delivered. This means that 98 of 100 recipients received the emails. However, only 60 users received the email in their inbox folders. The 40 remaining recipients probably ignored or deleted the emails as they were in the wrong folder.

Delivery isn’t the same as deliverability

These numbers can be multiplied by a factor of several thousand, or more, to show the importance of delivery.

 

Factors that affect email delivery

Unfortunately, ISPs don’t share information about which folders emails land in, be it spam, junk, or any of the subfolders in a user’s inbox (Primary/Promotions/Updates). You can still deduce deliverability by looking at factors such as:

Domain/IP Reputation

Domain and IPReputationEmail engagement directly impacts because email service providers use domain/IP reputation to determine which folder to place an email. List management is a sure-fire way to improve domain reputation.

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List management tip:

To maintain good domain and IP reputations, it is important to regularly clean your email lists. Mailing frequency can be decreased or removed from disinterested users. Early detection of spam traps, hard bounces, and blacklists is important. Your email list should only be populated by users who would like to receive emails.

 

Performance Metrics and User Engagement

To decide whether to accept or deny emails from senders, ISPs use performance metrics such as opens, clicks, and spam complaint rates. This also helps them decide where to place the accepted emails (Spam/Promotions/Updates folders).

Positive user engagements include:

  • Clicking/opening an email
  • You can read an email carefully or open it multiple times.
  • Replying to, forwarding, and marking an email
  • Add the sender to your address book or bookmark them
  • Move emails to the primary folder

Negative user engagements include:

  • Reporting spam emails to be marked or reported
  • You can delete or ignore emails without interfacing
  • Blocking or snooping the sender

Negative engagements can impact deliveryability and can take a long time to recover. Marketers can change their strategies to reduce negative engagements and increase positive ones.

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Here are some best practices for sending emails to your users’ inboxes

While each ISP has its own policies regarding acceptable email practices and guidelines, many share some common principles that can be used to improve inbox placement.

1. Sender Authentication

Multiple authentication protocols are used by all ISPs to ensure that the sender is authentic. Spammers are a concern for ISPs, so failure to perform basic authentications may result in the email being rejected, blocked or flagged as spam. Failure to authenticate senders can result in both delivery and deliverability being affected.

2. 2.

It is crucial to maintain a clean email list

Use organic methods to collect users. Never purchase an email list. The majority of users on purchased email lists are invalid. Others might report your email spam or unsubscribe. This can affect domain reputation and deliverability data.

There are several clean ways to build user lists organically:

  • Referral programs and promotions can be used to incentivize sign-ups.
  • Third-party apps and websites can be used to promote your brand and build trust.
  • Establish loyalty programs and memberships.
  • Use your products and services to collect email addresses

Clear acquisition methods establish reasonable expectations for customers regarding their experience. They also give them the option to withdraw if they aren’t satisfied with the content.

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3. 3.

All countries have independent mailing laws that protect their users’ rights to privacy and quality of experience. Avoid costly lawsuits by complying with the law and keeping current with any new or revised laws that apply to your location.

4. Segmentation and the Optimal Send Frequency

Think back to the last time that you unsubscribed from promotional emails. You probably unsubscribed because you received too many emails or product suggestions that were not relevant to your purchase.

It is irritating to send too many emails to people, and it doesn’t help build brand recognition. It is important to determine the best frequency to send emails to your customer. This means that the customer will want to receive the most number of emails without any adverse reactions. This is an iterative process that will not work for every customer.

Find the optimal send frequency for each user segment

This neatly brings up the topic of segmentation, i.e., the categorization of users based on overlapping criteria. Users love preferential treatment–a ‘one-size-fits-all’ package doesn’t work. It is important to segment your customers based on previous purchases, relevant events, location, and frequency of site visits.

MoEngage allows you to categorize emails based on user behavior and adjust your mailing frequency accordingly. By engaging users with relevant content at the right moment, you can create a personal experience that exceeds their expectations and encourages investment in your brand.

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Here are some ways to segment users.

  • You can run trigger campaigns based on events and target customers based upon products viewed, bought, added to cart or other factors.
  • Post-purchase engagement campaigns can be created, such as product reviews requests within a few days of delivery. Followed by personalized email recommendations about bundled products or custom codes for future purchase.
  • After registering, collect personal information and use it to personalize your communications.

5. For Better Delivery

Marketers’ worst nightmare is spamming their email lists, which can lead to poor domain reputations and a loss of resources. Sunsetting is a strategy to keep user lists clean and remove inactive or stale users. Inactive email addresses are turned into spam traps by ISPs, which trap spammers and cause list quality to decline. This can further impact performance metrics and deliverability data.

Reactivation campaigns can be used to bring back inactive users by adjusting the frequency or content of emails, or using different channels. However, lost causes must be quickly acknowledged and addressed accordingly.

6. 6. Automated removal of bad actors

Sunsetting is about retiring users based upon their activity. However, there are some users (a.k.a. Bad actors (hard bouncers and unsubscribers) should be removed immediately. This will stop any future actions that could affect your reputation.

It is essential that your users have an easy exit route. If they wish to unsubscribe, make your button prominent.

7. Personalization

True to the modern consumer mindset, people love tailored content suited to their needs. Unique content leads to higher open rates, clicks and replies as well as forwards and conversions.

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Capture your user’s attention with personalized emails

Here are some basic methods to help you personalize your emails:

  • A compelling subject line, but not misleading: A compelling subject line that is deceiving or irrelevant to the content of the email’s contents will make users reach for the unsubscribe buttons faster than anything else.
  • Clear and consistent informationEnsure that your sender’s name and email address reflect your brand’s identity. It is important to clearly state vital information such as the terms and conditions or privacy policies.
  • Direct call to actionCustomers can be pushed to take desired actions, such as reading the newsletter or using a limited-time offer. This is done by using clear calls-to-actions, a simplified design, and insisting on clear instructions.
  • Compatibility between platforms and devicesYou risk irritating users by not ensuring that your emails work across all devices and platforms.
  • Brand conformityTo build upon the customer’s subconscious, maintain your brand aesthetic in all subsequent emails. To establish the brand’s physical presence, add contact information.

8. Understanding spam filters

Every ISP has a content scanner which scans email for spam-like characteristics, and filters them. These are the rules that will ensure your email isn’t classified as spam.

  • Don’t create image-heavy emailsGood text-to-image ratios of 40:60 are acceptable.
  • Standardize the template sizesStandard HTML email templates are 600 pixels wide for desktops and 320 pixels vertically for mobile devices. Horizontal views for mobile devices can be viewed at 480 pixels.
  • Keep it simpleMessages should not exceed 102kB. Gmail will hide any content behind a link that says “View the entire message”.
  • Use alt tagsAlt tags should be used for images to display text in the event that images do not render.
  • Avoid spammy subject linesSpam filters can be activated by special characters ($$$), or tokens “spam keywords” (F R EE) that are not scams.Here are some spam keywords you should avoid.
  • Reputable image hosting services are recommendedCloudflare or Amazon AWS for faster loading times and better security.
  • Your HTML code should be simple and clearWithout hidden images or URLs

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9. Google Annotations

Gmail and other ISPs that analyze user interactions in real time can sort marketing emails into the Promotions tab of their inbox. Google Annotations can be used to highlight emails and increase user interaction.

10. Monitor Ongoing Sends

Look beyond vanity metrics to get the full picture

To ensure that all marketing strategies work together, create a system. These trends and metrics should be monitored:

  • Volume trendsVolume trends are usually gradual. Abnormal activity is characterized by sudden spikes in email volume or frequency. They can affect user interaction if they are not addressed.
  • Performance metricsDeliverability is negatively affected by unusual trends in hard bounces and opens, clicks or spam complaints, spam traps, unsubscribes, blacklists and spam traps.
  • Reputation dataObserve your inbox placement data using third-party apps like eDataSource, ReturnPath or 250ok. If you notice any anomalies, immediately correct them.

 

Conclusion

It is difficult and not always easy to achieve successful email delivery. It’s essential to invest in a good email deliverability consultancy that can tell you what’s working and what’s not–and how to improve deliverability with actionable insights.

At MoEngage, we offer deliverability consultancy services which include setting up proper authentications, email strategy discussions, assistance with inbox placement/bulking issues, troubleshooting blogs and blacklisting issues, content analysis, and reviewing industry best practices. To establish brand authenticity, we can help you implement new features such as BIMI and Google Annotations.

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How to Manage Your Digital Commerce Investment for Long-Term Success

How to Manage Your Digital Commerce Investment for Long-Term Success

Online commerce has been in high demand since the outbreak of coronavirus. The Magento Commerce team received calls from two types businesses as they tried to sell online from businesses without a digital presence. They are processing hundreds of transactions per minute and their volumes have increased dramatically.

The second type does not have any online commerce capabilities but would like it, preferably today. These companies are from all industries, including garden centres and millers, who have lost their retail outlets and now need to sell directly.

As ever, the old saying that “disastrous times call for dramatic measures” is true. It’s never been more important for businesses to be fast and decisive. It’s even more important to keep your long-term goals in mind. Stop-gap solutions now can stall your business growth, making it more difficult (and potentially even more expensive) to adapt to the market’s next shift.

Because customers are being forced to change their behaviours over the past decades in just weeks. Many of these customers find that they enjoy the new experiences. You’ll be more than a temporary partner if you are able to participate in those experiences.

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For years, I have been making a habit of getting a cup of coffee every morning on my way to work. This habit was broken in less than a month. I don’t miss it, because I have a grinder. I also buy beans. Coffee I make at home tastes better and is cheaper than coffee you get from a cafe. You don’t have to throw away either.

It’s not me. The demand for coffee is so great that the Brazil coffee bean stocks are low. When we return to work, I won’t be going back to coffee shops. I will continue to buy beans and make better, more affordable coffee. This is an opportunity for a bean seller to acquire me and retain me.

My family has also turned to the local farm’s vegetable boxes for fresh food. We love the convenience, quality, lack of packaging, and how easy it is to get our fresh food. We don’t see any reason to buy vegetables again from the supermarket. We’ll be there for the farm’s new customers longer than the virus that drove us to buy from them.

If you are a farmer looking for a website that will allow you to sell three sizes of vegetable boxes, then you might be tempted. What happens if your customers demand more? Perhaps they want milk added to their orders or you see the opportunity to offer recipe boxes. You might find out that many of your customers have moved to the internet when you reopen your shop. It won’t be possible to find a quick fix.

It is important not to lose sight of the long-term possibilities. You will need to pay rent and staff, but cash flow is also important. You might feel like you are being shoved into a corner. But it does not have to be. An investment in digital Commerce should not be about a quick fix. Digital commerce has been moving faster than ever in the last 25 years, thanks to the current pandemic.

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Companies have the opportunity to create a customer journey that is continuous and build the relationships that go along with it. This is a chance for customers and retailers to take advantage of an opportunity that was not there two months ago.

These changes are happening so quickly that many businesses have accelerated five years. You can keep your trading going if you are one of these companies. You will be able to gain new business and move in a better direction in the new world. The competitive landscape may be very different from when we started the year. Make sure you are prepared.

Navigating the New Normal in eCommerce

It’s clear that the COVID-19 global pandemic is having a profound impact on e-commerce. We’ve seen shifts in our personal and professional lives as consumers. Our lives are now a part of the intrinsic nature of sheltering in place, social distancing, as well as caring passionately for the health and wellbeing of our community.

Nielsen identified six thresholds that consumers globally are passing through as they move through this pandemic.

We are in the beginning of the “restricted life” stage in many countries. Ecommerce businesses already see a shift in customer preferences and shopping behavior in this stage. Although many of these changes are temporary, they will have a lasting impact on how customers interact with your brand when they move to the “living in the new normal” stage. Although the new normal is not yet here, it will soon – regardless of whether it takes weeks or months – once we venture further outside. Brands that invest in technology to improve customer experience online will be better positioned than those who don’t.

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How can eCommerce businesses adapt to the new norm? We will be discussing some adaptations that you need in your digital media technology stack in order to adapt.

1. Online shopping must be as visually realistic and detailed as possible

Millions of people worldwide are now able to work or study from home. This gives consumers more incentive to shop online. Although everyone loves to shop in-store and all of us love to touch and feel products, the shift to digital by consumers may not last as long as hygiene or health concerns. It could also be permanent as they incorporate online shopping into their daily lives.

Your product details pages (PDPs) are the only way a customer will have an experience with your product. Brands that provide PDPs with videos showing how the shoe moves or how it flexes, have seen higher engagement and conversions. They also experience lower product returns. Although this trend was first seen in fashion and lifestyle brands long before the age restricted living, it has not yet been extended to everyday necessities, electronics, or groceries. For these products, simple images and at best, spin sets were sufficient. In a world where online experience is the primary (and often only) way to get an experience, this will not suffice. Modernizing your PDPs should be done with rich video and augmented visually experiences.

2. In your direct to consumer channel, you need to be more agile

Consumer needs and spending ability can change in the wake of hardship. While necessities like groceries, toilet paper, and hand sanitizer were first on the mind during the quarantine stage of the current pandemic outbreak, the focus moved to exercise apparel, crafting supplies, and educational aids for children in the restricted living stage. Demand, supply and pricing change as economic uncertainty hits many of us. Direct-to-consumer channels must be flexible and ready to re-price products, change visual messages or tone to accommodate consumer needs. It is essential that companies ensure that their e-commerce platform allows for greater business agility.

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3. For loyalty and trust to be earned, you should make authentic connections

To maintain a loyal customer base, brands will have to adapt to this new reality. These are often outside of the realm of digital experience, such as social responsibility, local origin and corporate citizenship. However, there are some changes that can be made in the digital media experience.

Engaging consumers is easy with user-generated photos and video. Social proof can be used to duplicate the in-store social shop visit. This requires automation for moderation, image and video auto-cropping, enhancement for visual appeal, and many other digital considerations such as upload and delivery performance. These are technology investments that will be worthwhile over the long-term.

4. How to Make Your Digital Distributed Teams More Effective

This is what we’re doing right now. Marketing, creative, development, and design teams no longer work together; they all work from home, managing kids and pets, keeping healthy, and working. While there will come a time when everyone will return to work, something has changed for the better. Teams will be focusing their retooling on more efficient workflows that allow for truly global collaboration. Cloud-based technologies such as company-wide digital asset manager are a great investment. This will allow you to centrally manage digital media assets and provide a single point of truth for team collaboration. To ensure repetitive media management tasks can be automated so that they do not require lengthy round-trips to your tech or creative teams, you will need better tools. This will reduce bottlenecks.

5. Rich Media Management should be consistent through your Magento Tech Stack

Integration of a best-of breed media platform into your Magento stack will yield rich dividends in customer experiences wins and consistent brand imagery that loads quickly on all screens.

Recommendation: Use a media management platform to integrate your tech stack.

The Key Takeaway

Technology is the way forward for both businesses and consumers as they embrace the new reality of living in a world with COVID-19. The new normal will offer consumers richer and better digital experiences. Brands that invest today in DTC competence and create new experiences with customers will be better equipped to connect with them in the new norm.

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Jump-Start Your Social Media Strategy

Jump-Start Your Social Media Strategy

Social media is the best tool to mobilize marketing efforts of small and large businesses. The following tips will help you get your retail store’s social media marketing on track.

Social Network Focus

Although you may wish to have all your accounts on social media, this could have a negative effect. Instead of spreading your efforts across multiple social networks, focus your efforts on one. Nichole Kelly, founder of Full Frontal ROI recommends that your company first determine which social network contains the greatest concentration of your target demographic. This can be done using tools such as Follower Wonk (free advertising platform on Facebook) and LinkedIn’s enhanced search features according to Social Media Examiner.

If your business is involved in arts and crafts, Pinterest might be the best site. To launch a successful social media marketing strategy, you need to find out what your competitors are doing.

According to the Washington Post, Mark Weinberger, who is the soon-to-be CEO at Ernst & Young, said that “if you don’t have other perspectives, you will probably make the wrong decisions.” Although executive Weinberger refers to business teamwork, the statement can also be applied to indirect teamwork among competitors in social networking strategy. Competitors don’t have to be enemies. Take their lessons and learn from them.

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Facebook

You should make sure your business is active on one the most widely used networking sites. You can learn more about Facebook and how it can help you further your interests by searching for your rivals. What are their posting habits and how often do they post? How are they communicating with customers? Customers can become fans of your business by creating a Business fanpage. Your business will grow online the more fans you have. Every fan’s friend will find out that they enjoy it. Businesses must maintain their profile regularly. They should post new content, offer promos, give tips, and announce any changes to business products or services.

LinkedIn

LinkedIn is a professional social network. Learn how your competition uses LinkedIn after you have reserved your company name. You may be able to search for and connect with customers you know well. This will allow you to get a recommendation from customers that will be displayed on your page. Ask for recommendations from vendors, clients, and suppliers. Ask customers to give a recommendation after they have completed a transaction. According to Mashable.com, the more recommendations you receive, the higher your LinkedIn profile appears in search engine results. Also, you’ll want to search the many LinkedIn groups that are relevant to your products and services. Create your own group if there isn’t one.

Social media marketing does not require capital investment. This opportunity can be used by retailers who are willing to invest the time to manage and research social media.

Guide to Product Listing Ads

Google Product Listing Ads is a form of advertising that uses the pay-per click (PPC) model. This type of promotion offers more opportunities than traditional text-only ads, which were long the foundation of PPC advertising. Businesses can use Product Listing Ads to include rich product details such as merchant name, product images and price, along with a message. This allows for fast and free shipping on all orders. Only the advertiser can control the text of the promotional message. If the conditions are right, Product Listing Ads can help sellers gain greater visibility in the Google Shopping network and within standard Google Search results.

An advertiser must create a Google Merchant Center Account and link it to their AdWords account in order to use Product Listing Ads. This can be done within the Merchant Center by clicking Settings > AdWords in the menu navigation (shown above).

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Advertisers don’t need to add additional keywords or text to Product Listing Ad campaigns. Google will show the most relevant products based on a user’s search query. Relevance is determined by many factors. This includes product information fed to Google through Google Merchant Center. It can also take into account such factors as name and description.

Standard search results with product listing ads have shown higher click-through and conversion rates. An image can make an ad standout from other pages. Links that are generated by the merchant’s product feed to Google link to each listing, creating an ideal landing page.

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Advertisers should create a separate campaign group to optimize Product Listing Ads. This allows them to manage budgets and gives them options not possible with other campaign structures. To ensure that your Product Listing Ads remain active in search results, you must not only create a separate campaign but also remember a few other things. Merchants must submit a new product feed every month to Google.

Feeds are subject to expiration within 30 days. Merchants should submit feeds again at day 28. Feeds that have expired will cause the products to be removed from the product listings. It will take some time for them back to become active. Merchants can have Google automatically fetch their feeds at a specific time each month to avoid this. Google will not pull an expired feed if the feed hasn’t been updated recently.

Merchants should ensure that each product has a valid UPC code. Feeds can be accepted at first without UPC codes. However, if any information is not present, they can be removed from the listings.

To allow a feed to pass validation, it must contain two additional elements: the tax and shipping information of the retailer. Either retailers can submit shipping and tax information per product within the feed, or they can create a storewide policy to tax and ship from their Google Merchant Center account. This is more convenient for stores with a standard tax and shipping policy. You can set up Merchant Center accounts by clicking Settings > Tax and shipping from the left navigation bar (shown above).

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Merchants are now able to advertise with product listing ads. These benefits include:

* Higher traffic and leads. Businesses that use Product Listing Ads report higher click through rates than standard text ads. Advertisers have reported double to triple click through rates compared with traditional ads.

More qualified traffic. More product-oriented information in ads (image and price) allows shoppers to make better buying decisions early in the purchasing process. This results in less click waste and a higher likelihood that shoppers will complete a purchase.

Easy management. Google matches the search query with the Merchant Center feed to find the most relevant ads. The management of the feed is limited to making sure it stays current on a monthly basis.

* Wider reach. Product Listing Ads can be used to advertise multiple products from one merchant so that they appear in search results simultaneously. It is also possible to have a regular text advertisement alongside these listings. The chances of getting the click increase with more coverage on the search page landscape.

With the recent additions of Google’s enhanced search campaigns, the search landscape is constantly changing. It will be exciting to see where this form of advertising evolves. One thing is certain: Product Listing Ads are a great way to get results. There is very little management involved, which is a relief for many merchants.

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