Boost Sales & Customer Loyalty by Integrating Social into Your E-commerce Sites

Boost Sales & Customer Loyalty by Integrating

Social into Your E-commerce Sites

August 28th, 2014 – online marketing session for e-commerce business owners

About Promodo

About Tint

Tint helps brands Aggregate, Curate & Display ANY social media feeds. Anywhere.Tint is trusted by over 45,000 brands today:

Speaker

Lena Ruchko Promodo

GA certified individual and enthusiastic online marketer, who possesses experience in SEO, content marketing and social media. She is passionate about everything connected with internet marketing and thinks it is a key element of company’s success these days.

Speaker

Muriel MacDonaldTint

Tint's “Content Hero.” She manages Tint’s social media marketing - writes Tint’s tweets, edits Tint’s blog, and works with clients to tell their social hub success stories. She also works with clients to help them identify all the ways they can utilize social media hubs to achieve their goals.

How leading brands leverage social media content

How leading brands leverage social media contentBranded content from users:

Benefits: •Saves copywriters and marketers’ time on content creation•Adds trust to the brand•Higher user-engagement•More interaction with brand•Better affinity to the brand

How leading brands leverage social media contentWhite Cup Contest from Starbucks

Results: wonderful visual content for brand pages on Facebook and Pinterest


GoPro’s contest offering everyone to become famous and get featured on GoPro social media accounts.

Results: higher users’ activity, sales increase.


Contests between users

Benefits:•Better engagement with the brand•Higher brand awareness•Increase in social media following•More visits to the site•Sales growth


Cosmetic surgery center, Facial Aesthetic Concepts, had a contest where it asked fans to write a 500-word essay telling why they think their moms deserve a free makeover for Mother’s Day.

Results: new page likes, better followers’ engagement


Displaying users’ social media content on the site

Benefits:•Better user engagement•Longer Time on Site•Lower Bounce Rate •Promotion of brands’ social media accounts

The best ways to measure visitor engagement on the site


Bounce

Rate

Average Session Duration

Pages per Session

Custom Goals and

Events


Compare Bounce Rate, Pages/Session and Avg. Session Duration for Social with other sources of traffic to measure the level of engagement of users from social networks.


Goals and Events are used to track microconversions on the site: ebook download, viewing a certain page, newsletter signup.

Learn how to set up events and goals in this guide

One of the events that can be created to measure visitor’s engagement on the site can be Scroll Depth — how far down the page users are scrolling. (Set up of such event requires some advanced knowledge; we recommend to check out this post to learn about the scroll depth event implementation. )

Image source: https://medium.com/google-analytics/hacking-google-analytics-24762924fbf8


Yandex Metrica has a solid selection of tools to see how users behave on the site

Heat Maps: elements of the site pages are color-coded depending on how frequently they are viewed/clicked/scrolled by the users.

More information: http://help.yandex.com/metrica/behavior/click-map.xml


Yandex Metrica has a solid selection of tools to see how users behave on the site

WebVisor: replays in video format users actions on the site just as they occurred.

More information: http://help.yandex.com/metrica/webvisor/about-webvisor.xml


How to create an account in Yandex Metrica: The Ultimate Guide To Yandex Metrica: The Alternative Analytics Tool For International Advertisers

How to evaluate ROI and conversions from social media


Different marketing channels impact customer’s decision at different points in the path to purchase.

Image source: http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html


There are channels that frequently assist conversion - build awareness, consideration or intent earlier in the purchase funnel - Assisting Channels.

There are channels that are the last step before the purchase on the site – Last Interaction Channels.

Image source: http://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html


Since social is often in upper funnel and usually assist the purchase, we need to analyze Assisted Conversions.

More information: https://support.google.com/analytics/answer/1191204?hl=en


In Google Analytics it is possible to track conversions

only with goals or ecommerce tracking set up. More information: http://lp.promodo.com/guides/google-analytics/


Top Conversion Paths report allows to identify the most common scenarios – a sequence of channel interaction that leads to conversion.


More detailed breakdown of the path by Source and Medium.


Set of Google Analytics reports that bridge social media campaigns and business metrics is Social in the Acquisition section.


Social Value report shows how much and in what way social contributes to the overall revenue of the site.


Conversion report aligns different social networks with conversion on the site.


You can breakdown the data by Assisted and Last Conversions

More information about Assisted and Last Click Conversions: https://support.google.com/analytics/answer/1191204?hl=en

How to evaluate ROI and conversions from social mediaNetwork Referrals report allows to figure out patterns of how users coming from different social networks engage with the content on the site.


Social Users Flow is one of the most powerful reports that allows to see the pages through which users from social networks enter the site and what other pages they visit before convert or drop off from the site.

How to evaluate ROI and conversions from social mediaSince Google Analytics data about social sources of traffic is not always accurate, we recommend to analyze traffic from social media in the Channels section as well.

How to evaluate ROI and conversions from social mediaSince Google Analytics data about social sources of traffic is not always accurate, we recommend to analyze traffic from social media in the Channels section by Source/Medium criteria.

How to evaluate ROI and conversions from social mediaBy default paid campaigns in social media will be attributed to the referrals. Tagging the links from paid campaigns makes it easier to track paid traffic from social media separately.


Social media campaigns with tagged links you will also be able to see in the Campaigns section.


How to tag links:•install Google Analytics URL Builder•copy the link and add tagged string

http://www.promodo.com/blog/webinar-announcement-boost-sales-customer-loyalty-integrating-social-e-commerce-sites?utm_source=Facebook&utm_medium=cpc&utm_campaign=tint-webinar


Paid promotion in social media is becoming increasingly popular. The most popular social platform for paid advertising is Facebook, since it shows lower customer acquisition cost than in AdWords.

Variants of actions we can target on Facebook:


Wide selection of targeting options:


B2C product promotion on Facebook case study

Free online marketing auditWe would like to invite all you to take a free 10-15 minutes personalised webinar for a quick audit of your website and marketing campaigns by Google certified experts.

- Quick usability audit of the existing site;- Quick SEO audit and review of existing analytics;- Audit of PPC campaigns;- Technical audit;- Best practices of conversion rate optimization;- General online marketing strategy insights.

Free online marketing audit

Thank you for your attention!

Lena RuchkoMarketing assistant at Promodo

e-mail: [email protected]: ruchko_lena

Muriel MacDonaldContent Director at Tint

e-mail: [email protected]

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Boost Sales & Customer Loyalty by Integrating Social into Your E-commerce Sites

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Transcript of Boost Sales & Customer Loyalty by Integrating Social into Your E-commerce Sites