A guest article by Kris Dellarciprete, Marketing Director and web designer at Momentum Digital in Philadelphias. They work to unite leading brands with influential online stores.
As an SEM focused company, we get this simple question all the time: How do we drive more online sales? Depending on the type of industry, competition and believe it or not, website platform, results will vary. The beauty of Shopify is that it allows online marketers of all levels equal opportunity to incorporate high-level marketing tactics.
One of our most successful clients over the past year has been Aspen Ski and Board, a brick-and-mortar Ski and Snowboard store that, prior to the start of our relationship, had relatively no online presence.
The biggest challenge we face is that Aspen is a reseller, meaning their merchandise is manufactured and sourced by other brands. This is a limitation that hinders its ability to offer sales and discounts because the manufacturers enforce a MAP (Minimum Advertised Price) that the reseller (Aspen) cannot price items below without explicit permission.
Luckily, Shopify has a massive amount of integrations which allow us to implement a full-scale digital marketing plan in a timely and cost-efficient manner.
Let’s talk specifics. How did we accomplish exponential growth so quickly? In addition to Google Adwords, which doesn’t need much “Shopify influence”, here are three key ways we used Shopify integrations to increase sales by 1300% in just 8 months.
Facebook Dynamic Retargeting allows you to re-engage your customers on Facebook based on specific products and keywords they were searching on your website before exiting. If you are already driving paid traffic to your site from Google Adwords, this form of advertising makes even more sense. The more people see a product, the longer that product will be floating around in their mind, thus increasing the chances they will eventually give-in and purchase that product.
Using the RetargetApp, we were able to generate an 1214% ROAS (Return On Ad Spend), spending about $3,800 to make over $47,000! With this App, you don’t have to worry about Facebook Pixels, Product Feeds, or any coding. RetargetApp does all the heavy-lifting for you, all you need to do is create an account, grant permission from your Facebook business page, write an appealing Call-to-Action statement, and choose a daily budget. Few things in life are guaranteed, but making a profit from this App is the closest you’re going to get. If you don’t want to take my word for it, read the customer reviews!
There are many reason why someone may leave a product in their shopping cart with completing the purchase. For example, a woman (Diana) could be looking at “K2 Snow Boots” on Aspen’s website when she gets a call from the babysitter. Even though Diana had a strong intent to purchase the boots in her cart, life got in the way and she forgot.
With the Beautiful Abandoned Cart Email App, Diana, while enjoying her nightly glass of wine after putting the kids to sleep, will receive an email with the EXACT products she left in her cart, and a clickable button that will allow her to quickly and easily complete her purchase.
Aspen takes advantage of recovering Abandoned Carts by using a multi-sequence email approach. We send the first email 24 hours after the abandoned cart is first recorded, and then another follow-up 24 hours later (48 hours from the abandonment). The conversion rate drops tremendously with the second email, so make sure that you are offering something irresistible here if you don’t want to lose that customer forever!
Before running a Google Shopping campaign, you first have to publish your products to the Google Merchant Center. Without getting too technical, this is a central hub on Google for all of your products that includes products, prices, descriptions, images and more. Using the Google Shopping Shopify App, we were able to synchronize all the products to the feed with a few easy clicks. You can then edit the feed right from Shopify.
Unlike Adwords, with Google Shopping, you cannot bid on keyword or search terms, Google determines when your product will appear based on how well your feeds are built out and optimized. Being able to constantly monitor and update the Merchant Center ensured that we would not fall behind with new product additions, removals, price changes, inventory and much more.
Taking some time to master Shopify is time well spent. Make an investment in yourself and your business by watching some YouTube videos, consulting friends and colleagues who have prior Shopify experience, and of course, reading articles here on heycarson.com. Remember to think outside the box and use your best judgement when implementing the best marketing avenues for your products. Now is the time to become a Shopify expert, what are you waiting for? Happy selling!