DATA DOWNLOAD...DATA DOWNLOAD GETTING READY FOR FALL & HOLIDAY eCOMMERCE Paul Hickey CONTENTS: ...

DATA DOWNLOADGETTING READY FOR FALL & HOLIDAY eCOMMERCE

Paul Hickey

www.datadriven.design

CONTENTS:


DATA OVERVIEW- WEB DESIGN- DIGITAL MARKETING- FASHION SPECIFIC

FACEBOOK ADS / INSTAGRAM ADS STRATEGY / NET NEW CUSTOMER ACQUISITION:- THE THREE TYPES OF ADS YOU HAVE TO RUN- CREATING AUDIENCES, SETTING BUDGETS & TIMELINE

TRACKING THE EFFECTIVENESS OF YOUR EFFORTS- GOOGLE ANALYTICS & THE FACEBOOK TRACKING PIXEL

ONLINE LEARNING OPPORTUNITIES- HOW TO CREATE AND DEPLOY ADS FOR YOUR BRAND / HOW TO RUN A/B TESTS

HIGH LEVEL STATS:


AVERAGE DESKTOP TRAFFIC SHARE AVERAGE MOBILE TRAFFIC SHARE AVERAGE HOMEPAGE TRAFFIC SHARE

YOY AVERAGE MOBILE TRENDINGAVERAGE # OF MAIN NAV. ITEMS % of websites with AUTO SLIDER ON HOMEPAGE

38.7%61.3% 34.5%

19.5% 41%5.38

(based on real Google Analytics Data from 325+ websites)

WHAT DOES THIS MEAN?


AVERAGE DESKTOP TRAFFIC SHARE AVERAGE MOBILE TRAFFIC SHARE AVERAGE HOMEPAGE TRAFFIC SHARE

YOY AVERAGE MOBILE TRENDINGAVERAGE # OF MAIN NAV. ITEMS % of websites with AUTO SLIDER ON HOMEPAGE

63.1% - Pay attention to the vertical based stats in this deck. If you’re in healthcare or

professional services, you’re the ones people are viewing more on desktop.

34.5% - if you’re thinking one-page long-scroll anchor link sites win, they don’t. The data

shows that users want interior pages.

19.5% - The average rate at which all website traffic

combined is trending mobile

5.38% - In the main navigation of websites,

- 29% had 4 or less items (about, contact, services, products, etc.)

- 74% had 5 or 6

- 26% had 7 or 8

38.7% - if you’re in the restaurant business, convenience store business,

entertainment business, salon business or fitness business, you’re the ones

tipping the scales.

41% of websites still have a slider on the homepage that moves without the user telling it to.

DESKTOP LAYOUT OF WEBSITES WITH THE LOWEST (BEST) BOUNCE RATES...


Tall hero imagery

Static image / No auto-slider

Exactly 4Main Nav. Items

Left logoPlacement

Social MediaIcons in Footer

FOOTER FUN FACT:Put contact information with form in global footer for best SEO and Conversions.


MOBILE LAYOUT OF WEBSITES WITH THE LOWEST (BEST) BOUNCE RATES...

Background image

Logo centered,Below nav.

Main content buckets stacked

Nav on top. Hamburger menu on right or left (with phone # across)

615-594-2535

HOW TO INCREASE ENGAGEMENTOPTIMIZING YOUR WEBSITE

Practical Exercise

You Can’t Just Blame the Marketing Channel!


READING HEATMAPS


READING HEATMAPS


DATA DRIVEN ACTION ITEM: REMOVE EMAIL POP-UPhttps://cerihoover.com/collections/totes2nd most visited page

https://cerihoover.com/collections/shoes3rd most visited page

https://cerihoover.com/collections/totes

https://cerihoover.com/collections/shoes


A/B TESTING: OLD SITE


A/B TESTING: OLD SITE


COMPETITIVE DATA ANALYSIS SHOWED US WHAT TO A/B TEST


OUR A/B TEST


OUR A/B TEST

50% of traffic went to old site.

50% of traffic went to new variant.


OVERALL RESULTS

Increased Engagement

8%

Increased time on site

by 1:00+


OVERALL RESULTS

Increased eCommerce Conversion

Rate by 38.46%


DIGITAL MARKETING | OVERALL TRENDSHOW PEOPLE FIND NON-eCommerce WEBSITES

52% of all web traffic comes from Organic Search (SEO)30% of all web traffic comes from “Direct”

15% of all Web Traffic Comes from Social Media3% of all Web Traffic Comes from Paid Search (PPC/SEM) / Other

HOW PEOPLE FIND eCommerce WEBSITES40% of all web traffic comes from Organic Search (SEO)

30% of all Web Traffic Comes from Direct25% of all web traffic comes from Paid Search (PPC/SEM) / Other

15% of all Web Traffic Comes from Social Media



#1 Traffic Source of all web traffic is coming from Organic Search / SEO

Let’s Break This Down by Search Engine

96% 1.7% 1.3%of searches of searches of searches

DIGITAL MARKETING | OVERALL TRENDS


DIGITAL MARKETING | WHAT WORKS BEST15% of all web traffic is coming from Social Media

(up from 9% a year ago)Let’s Break This Down by Post Frequency

MONTHLY POSTING WEEKLY POSTING DAILY POSTING 2x+ DAY POSTING

0.3sessions/day

0.68sessions/day

2.6sessions/day

16.1sessions/day

WHAT DOES THIS MEAN?You need to be posting more than twice a day on Facebook.

FACEBOOK FUN FACT #1:Boosted posts get 3x the Reach and Engagement of Regular Organic Posts. Boost Each Post for $2.

FACEBOOK FUN FACT #2:Tagging other brands in your posts gets 9x the Reach and Engagement of Regular Organic Posts. Even with no boost.


DIGITAL MARKETING | WHAT WORKS BESTInstagram has an average of 39% bounce rate

Let’s Break This Down by Post Frequency

MONTHLY POSTING WEEKLY POSTING DAILY POSTING 2x+ DAY POSTING

0sessions/day

0sessions/day

2.6sessions/day

2.6sessions/day

WHAT DOES THIS MEAN?Post one time per day on Instagram.

WHAT DOES THIS MEAN?Instagram profiles have a hyperlink in them. When traffic clicks through this link, they’re highly engaged.


DIGITAL MARKETING | WHAT WORKS BESTLOWEST HANGING FRUIT

GENERATING TRAFFIC EVEN WHEN BUSINESSES AREN’T ACTIVEWHAT DOES THIS MEAN?Your business needs all of these profiles with correct business information and a link back to your website. And based on the data in earlier slides, you should post as often as 2x per day. Instagram users are most engaged with business websites, followed by Twitter, LinkedIn, then Facebook and Pinterest.

SESSIONS PER DAY

BOUNCE RATE 39%61% 60% 62% 53%

2.3 0.1 2.1 0.60.1


FASHION BRICK & MORTAR RETAIL | WHAT WORKS BEST

Metric Adwords Adwords Express

Facebook/Insta. Ads

Average Click Through Rate

0.92% 1.61% 0.34%

Average Cost Per Reach

$0.06 $0.04 $0.08

Average Cost Per Click $7.02 $2.52 $2.49

Conversion Rate 0.02% 2.31% N/A

Cost per Customer Acquisition

$21 $9.5 $17

MARKETING DATADESIGN DATA

70-80%Of all traffic is mobile

Yes. For Real.

Ideal layout(all above fold)>>>>>>>>>

CTA to sign up for Email List

Header with logo left, hamburger right, locations icon, loyalty card icon.

H1 Headline

Featured image, possible slider if necessary (tall)

CTA Button

WHAT DOES THIS MEAN?Use Google Adwords Express to generate phone call leads and store visits. Note: data is from retailers that sell products of $50 and up.


FASHION | WHAT WORKS BEST

Mobile is making up ~65-70% of web traffic.

Sites with the most content depth (blog, about, careers, press kit, customer service, returns, gift cards, newsletter subscriptions) + SHORT MAIN NAVIGATIONS are converting...

Fashion Brands get 25% more web traffic from Instagram when they up their post frequency from daily to 2-3 times daily.

Pinterest is driving 5% of traffic on average (more than any other industry).

Bloggers/Audience crossover content partners are generating 25% of traffic on average (more than any other industry).

Tweets needs to be native / not fed in from other platforms.

Facebook Boosted Posts is biggest missed opportunity.

DESIGN DATA MARKETING DATA

200% MORE…transactions than sites with large, artsy, full width, product-based imagery



FASHION B2C eCOMMERCE | WHAT WORKS BEST

GOOGLE ADWORDS SEARCH: Data Shows that…

37% HIGHER... conversion rates occur when in first position vs. top of page 1 or simply on page 1.

MARKETING DATADESIGN DATAINCREASE ECOMMERCE CONVERSION RATES BY…

25%...by moving social icons, “blog,” “resources,” and from top navigation and into footer.

GOOGLE SHOPPINGIs returning...

4x MORE...On Ad Spend vs. 2x on Google Search.

MARKETING DATA FACEBOOK REMARKETING ADS with PURCHASE OBJECTIVEAre returning...

5x MORE...On Ad Spend vs. General Audience Targeting for Link Clicks.

FACEBOOK / INSTAGRAMTHE THREE TYPES OF POSTS / ADS YOU NEED TO RUN


1. SHOPPING BAG LINK IN INSTAGRAM STORIES & POSTS


2. INSTAGRAM & FACEBOOK “COLLECTIONS” AD CAMPAIGNS


2. INSTAGRAM & FACEBOOK “COLLECTIONS” AD CAMPAIGNS


3. FACEBOOK PRODUCT CATALOG AD CAMPAIGNS

REQUIREMENTS & TECHNICAL SET-UP

- Integration with Shopify Store or BigCommerce- Facebook Product Catalog created within website- Facebook Business Manager Account Linkage to Instagram

Account


THE FACEBOOK PIXEL

- What it really is- The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by

understanding the actions people take on your website.

- What you can do with it- Create custom audiences

- Remarketing- Create Lookalike Audiences

- Website Traffic- Customer Files


THE FACEBOOK PIXEL

How to install:

Set up the Facebook pixel by placing pixel code on the header of your website. When someone visits your website and takes an action (like completing a purchase), the Facebook pixel is triggered and reports this action. This way, you'll know when a customer takes an action, and will be able to reach that customer again through future Facebook ads.


https://www.facebook.com/business/help/651294705016616?helpref=faq_content

THE FACEBOOK PIXEL www.datadriven.design

THE FACEBOOK PIXEL www.datadriven.design

CREATING ADS www.datadriven.design

CREATING ADS www.datadriven.design

CREATING ADS / AUDIENCES www.datadriven.design







INSTAGRAM SWIPE-UP TO URL ADS



www.datadriven.designCUSTOM AUDIENCES






DATADRIVEN.DESIGN/MEMBERSLEARN THE REST. IMPLEMENT. TRACK.

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