Connect with us

MARKETING

Are High Shipping Prices Killing Your Ecommerce Sales?

Published

on

As an account manager, I frequently analyze platforms and Google analytics. A bulk of my time is measuring performance, identifying wasteful spend, and looking for ways to increase leads or revenue. Less of my time is spent navigating the clients website like their customers. Perhaps this is a mistake.

Are Website Errors Impacting Conversions?

Over the years, my investigation of poor campaign performance has led me to find issues on the website that were affecting performance. One time the cost-per-lead (CPL) spiked in one of my campaigns, and I discovered the lead form was broken. Another time a form option was removed and those campaign’s leads flatlined.

Another time I noticed a decrease in call conversions. The report showed more than 41 calls, but the call duration did not exceed 30 seconds which is the required length to be counted as conversions. After testing the phone number, the greeting stated the offices were closed. It turned out an employee left the company, and no one redirected the phones and instead all the calls went to voicemail.

Sometimes we forget campaigns can drive the right customers to the right pages, but then the website loses the conversion. The landing page experience is a key factor in the conversion performance for a campaign. If your form is too complex it can frustrate mobile searchers. If the checkout process is too confusing, your customers might abandon their cart.

Tip: Double check your conversion tracking, search impressions share lost to rank, and any potential negatives preventing your ads from showing.

Google Merchant Center Warnings

Recently, one of my clients received a policy violation warning from Google Merchant Center their shipping prices did not match on the website compared to what was in their feed. After receiving this notice, I spent time reviewing the shipping prices in Google Merchant Center versus their website.

See also  Google Ads Tests Smart Matching Match Type

If you are new to PPC or Shopping, the Google Merchant Center is a tool that gives you a place to upload and store products data for your website. This tool pushes the products into your Google Shopping campaign. Sometimes your product prices, availability, or shipping prices become outdated on the website. This may require something as simple as logging in and refreshing the feed. However, it may require updating information on the website or in merchant center to make sure they are the same.

Tip: Shipping and tax prices listed in Google Merchant Center can be higher than what is on your website without getting penalized. The prices listed on your website should never be higher than what is listed in your data feed.

In Google Merchant Center, using the Shipping Calculator, one products shipping price was $101.97.

Advertisement

shipping-prices-discrepancy

On the website, I then proceeded to search the same city, state, and zip code shown in Merchant Center for the address. The listed price on the website was almost $100 higher at $199.95. This is the reason why the client was flagged for discrepancies.

ppc-shipping-prices-discrepancy

ppc-shipping-prices-discrepancy

Next, I tested some other locations to see if they were different. In Utah, the price was even higher at $399.90 for a product that is priced at $618.

Next, I selected Texas for the shipping destination and found the shipping price was $419.90. It is probably impossible to imagine anybody willing to pay that much for shipping.

ppc-shipping-prices-discrepancy

After seeing these high shipping prices, it made me wonder if anyone had been willing to pay more than $300 for shipping on similar orders that were less than $1000. In Analytics, I downloaded all similar orders over the past year. Out of 293 orders, only 12% of the orders paid more than $200 in shipping, and only 1% paid more than $300.

See also  2020 Amazon Advertising Updates You Need To Know About

orders-shipping-price-analysis

This finding was significant, because it made me question if we had lost out on orders in states with higher shipping costs. This client sometimes runs promotions offering $200 off orders, and this often produced a spike in sales. After bringing this to the attention of my client, they are testing lower shipping prices.

How Important Is Free Shipping?

Are we coming to a point where people prefer free shipping? One recent article shows customers want items shipped fast and free. It also says more than 70% of customers will not come back after a poor shipping experience. Amazon offering Prime members free shipping was a game changer for internet shoppers. Although I have found merchants often roll the shipping costs into the price. Still there is a perceived free shipping offer available.

One article by Neil Patel says you can make free shipping profitable. He suggests running an A/B comparison where you can measure the differences in your total revenue when you offer free shipping. Is it possible offering shoppers free shipping increases your total orders and revenue? Another option is to offer free shipping on higher order values. ChannelAdvisor says “93% of shoppers willing to take advantage of offers to qualify for free shipping.”

Another good practice is to go through the checkout process as a customer to discover any roadblocks on your website. One time a shipping app failed to work and only offered Express shipping prices at a higher rate.

Advertisement

PPChero.com

MARKETING

How is the Blockchain Shaping the Digital Marketing Automation Tools?

Published

on

How is the Blockchain Shaping the Digital Marketing Automation Tools?

It is no doubt that most of us are aware of what blockchain is and how it has shaped the future of digital marketing automation. If you are reading this article, then you might be wondering what exactly is the difference between blockchain and digital marketing automation?

What Exactly Is Blockchain? The blockchain is a decentralized ledger system that records transactions between two parties. A block stores information about previous transactions, so each block contains a link to its previous transaction’s record to prevent double-spending.

The users will have their copy of the record on their device so they can keep track of all the changes made in that particular chain by any member of the network.

The Blockchain Is Creating a New World

The blockchain is a new technology. It’s based on the idea of decentralization and peer-to-peer networks, which makes it different from traditional centralized systems. Blockchain technology uses a distributed ledger to store information, making it impossible for a hacker to modify the data stored on the network.

The blockchain can get used in many ways, including cryptocurrencies like Bitcoin or Ethereum. But it also has applications in other industries such as digital marketing automation tools where marketers need fast access to information about their customers or prospects without having to go through an intermediary (like Google Analytics).

Some companies have started using this technology as part of their product offerings by providing users with access to their data through APIs that they can use however they wish (for example: visualizing trends over time).

Advertisement

How Digital Marketing Automation Tools Work

Digital marketing automation tools work by task automation like sending emails, creating landing pages, and tracking the performance of your marketing campaigns. These tools can help you save time and money by automating tasks.

See also  4 Tips For Facebook Catalog Sales Campaigns Efficiency

For example, let’s say you want to reach out to more leads on LinkedIn but you don’t have time to send them an email every day. With a digital marketing automation tool like HubSpot or Marketo, you can set up an autoresponder sequence that will send out emails automatically so all you have to do is check-in once in a while and make sure everything’s running smoothly.

Prepare for the Future of the Blockchain Marketing

As technology continues to evolve, the blockchain will play a pivotal role in digital marketing. This is because it offers a secure and reliable platform that marketers can use to communicate with their audience. In addition, it also provides better transparency than traditional marketing methods because of its decentralized nature.

Below are some of the ways that marketers can benefit from using blockchain:

  • Security: The blockchain offers greater security than traditional methods of digital marketing since it doesn’t rely on central servers or third parties.
  • Efficiency: Using blockchain technology means there’s no need for middlemen or intermediaries when conducting transactions online. This improves efficiency by cutting out unnecessary steps between two parties looking to transact business with one another; this saves both time and money for both parties involved!

Secure Digital Marketing Tool Designed on Blockchain

A digital marketing tool designed on blockchain will be more robust and secure. Blockchain technology is a decentralized, distributed ledger technology that helps in recording transactions between two parties efficiently.

It also ensures that the records cannot be tampered with once they get recorded. This means that if you buy a product from an e-commerce website and pay for it using cryptocurrency (a form of digital currency), then no one can hack into the system and change your transaction record to avoid paying you the money.

See also  How digital-first customers respond to trust-based marketing engagement

In general, blockchain offers marketers several benefits:

  • It allows for better data sharing and storage than traditional databases
  • It offers enhanced security features because there is no single point of failure
  • It can help companies boost productivity by integrating both humans and machines

Blockchain Protocol That Ensures Safety, Security

Don’t worry, you can still use digital advertising. You just need to trust the blockchain protocol that runs it.

Ad-blocking software has made digital advertising ineffective already and will soon make all digital advertising completely ineffective. You see, if you are using ad-blocking software on your computer or mobile device, then you’re not seeing any of the ads being served to people who aren’t using ad blockers.

This means that advertisers must pay for each impression (or view) of their ads, even when those impressions do not get seen by anyone at all!

Advertisement

By adopting a blockchain protocol for their digital advertising campaigns, marketers and publishers can verify which impressions are being seen by humans and prove whether or not they were delivered effectively before paying for them.

It is worth mentioning that the benefits can be multifold as is already visible from the other spaces like the cryptocurrency markets. Numerous traders are gaining from the rising cryptocurrency prices. So, digital markets too must watch out for this technology.

The entire industry benefits because everyone is working together instead of trying to scam each other through fake views on fake websites with fake content created solely for financial gain without any real value-added back into society whatsoever!

See also  10 Visual Google Ads PPC Reports You Should Use

Digital Technology Is Changing Everything

You probably already know that digital technology is changing everything. But what you may not realize is that blockchain is one of the biggest and most important digital technologies to come out in years.

Blockchain can be a difficult concept to grasp, but it’s worth learning about because it’s changing the way we do business, marketing, and advertising—even as we speak! The best place to start learning is by understanding what blockchain means. It’s essentially a decentralized database that allows information (such as financial transactions) to be stored on multiple computers rather than in one location. This makes it more secure than traditional databases which are usually stored on just one server or computer system.

Conclusion

As you can see, the blockchain is changing the way we interact with technology. It’s also changing how we experience marketing automation tools, and how they work. The future of digital marketing will be shaped by this new technology, which means marketers need to start exploring how it can be applied to their jobs now.

Source link

Advertisement
Continue Reading

DON'T MISS ANY IMPORTANT NEWS!
Subscribe To our Newsletter
We promise not to spam you. Unsubscribe at any time.
Invalid email address

Trending