Use reviews as ad messages

Your best source of ad copy is customer reviews.

It tells potential customers what to expect in their own words.

Not marketing or your industry jargon.

“Our T1000 dog treadmills are the best because of our T4478 technology we developed, you see it works likes this…. [Insert far to much detail you care about but 99% of customers don’t]”

If your reviews suck, focus on fixing the problem there before you pour more effort and money into ads.

What’s a good eCommerce email open rate?

You’re using email marketing for your Aussie eCommerce store aren’t you? Of course you are.

However, you want to know how you compare to other stores.

A good indication you’re emails are the right message for your customers is if your open rate is over 20%

I hate giving generic figures, because there are a lot of factors that contribute to it, list size, age and email software you use.

But as a finger in the wind comparison figure, this is a good bench mark.

If yours is lower, sign up for Boom Ecommerce tips to improve this and much much more in you Aussie eCommerce store.

You don’t just want growth from Facey and Insta Ads…

Most people reading this will be getting help with Facebook and Instagram Ads. On the surface you want sales to explode.

Explosions are exciting.

However, what you really need is sustained growth or results.

Facebook and Instagram can struggle with this due to the way it’s algorithm works.

The best thing you can ask of your Facebook and Instagram ad person is consistent results.

A consistent Return On Ad Spend (ROAS), or Cost Per Acquisition (CPA).

Consistency allows you to forecast sales and stock better.

Consistency builds solid businesses that consistency generates returns for owners.

Challenge your Facebook and Instagram person for consistent results.

If they can’t it’s time to move on.

Quick win for Google Shopping on Shopify

If your eCommerce store is built with Shopify and you’re using Google Shopping ads, this tip is for you.

Google Shopping pulls product information directly from Shopify, for example, product title, cost, delivery fees etc.

It’s really easy to setup (guide to setting up Google Shopping with Shopify).

However, because it’s relativity easy to set up, store owners often overlook some important settings.

Opportunity to beat your competitors

A quick win is making your product titles more appealing to potential customers.

Google Shopping product titles are the blue text under the product image (see below).

Make the most out of Google Shopping Titles

The product title is really prominent. Make sure they explain how your product solves their problem.

How to change Google Shopping Product titles

For those of you on Shopify, this is a pretty easy and really quick win.

Step 1. Login to Shopify

Check you have the “Google” App installed.

This sends your product information to “Google Merchant Centre“.

If you don’t have the app these instructions might not work for you.

Step 2. Check what product info is getting sent to Google

Once in the Google app click “Manage accounts”.

Then scroll down to “Product settings”.

Make sure the option under “Product Title Preferences” is “SEO product title”.

This means the product title you choose to show search engines (For SEO purposes) will be used for Google Shopping ads, instead of the standard product name.

If it isn’t set to SEO titles, change it and save.

Step 3. Get creative copywriting

Now we’re going to customise each product title one by one.


If you’ve optimised your product titles before for SEO, you most likely won’t need to to do this, as this will change the SEO titles for each product, not just Google Shopping ads.

However, if in doubt and you get help with your online marketing, check it’s ok to changes these. You could affect your SEO rankings in Google.

In theory, you should be fine, as you’re improving SEO and Google Shopping ads, but you can never be too careful.

With the warnings out of the way, in Shopify go to…

Products > (Select A Product)

Scroll to the bottom of the page and you’ll see a section that looks like this…

Edit SEO product titles in Shopify for better Google Shopping results

Click “Edit website SEO” and channel your inner Don Draper from Mad Men and show off your advertising skills with Google as your canvas.

The trick is to describe and sell the benefits of a product in a maximum of 70 characters.

For example, instead of

“Blue Dog Collars from [Your store name]”

You’d write…

“Scratch free blue dog collar”

This will be more compelling to potential customers.

Do this step for each product you want to improve results for in Google Shopping.

How do I know it’s worked?

Ultimately you should see more sales through your Google Shopping campaign.

However, this might take a few weeks, depending on how many visitors you get and your ad spend.

Have a look at the Click Through Rate (CTR) of your Google Shopping Ads in your Google Ads account. It should be going up, as more people see your new product titles and choose to click your ad rather than your competitor.

Save money and speed up your eCommerce site…

Removing unneeded apps and plugins.

If your website is built on a eCommerce platform like Shopify, or WooCommerce, it’s likely you have installed lots of “apps” or “plugins” (an example of a plugin is Kit or Yotpo reviews).

Plugins give your site more feature, but often have a monthly charge and add additional code to your site, which slows it down.

Slow sites are not only frustrating, but they don’t rank well in Google search results and often stop customers buying from you.

Login to your eCommerce site and check you’re using every plugin you have installed.

Removing unused plugins will speed up your site, save you money and increase your bottom line.

Where do Facebook eCommerce ad experts go to learn?

No one is born knowing how to run Facey or Insta ads for eCommerce businesses.

We all have to learn some how.

Facebook offers an “official training program” called Facebook Blueprint, which is worth doing.

The problem is, it’s not that objective and is designed to get you spending more on the their ad platform.

Don’t get me wrong, it is worth doing, but it doesn’t teach you how to get the best performance.

The best source we have found to date is the Perpetual Traffic Podcast. Even though it’s US-based, it does offer great insights into how Facebook advertising really works.

Expert Facebook Podcast

Aussie Ecommerce Podcast

There is no end of eCommerce advice from the yanks.

Normally how to sell thigh masters via drop shipping (which is about as useful as tits on a bull) and they generally like to tell you how awesome they think they are.

Let’s face it, we’re not the US.

Here at Boom Ecommerce we’re all about helping Aussie eCommerce businesses.

When we discovered the Add To Cart podcast which is produced here in S’traya, we were pretty excited.

Learn from Shopify APAC team and other eCommerce professionals who work here.

It’s a gold mine of insights, treat yourself.

Australian Ecommerce Podcast Add To Cart

If you’re changing eCommerce platforms you need an SEO migration

What's an SEO Migration?

It keeps the free traffic you get from Google (technical term is SEO or Organic traffic).

If you move eCommerce platforms i.e. Shopify to WooCommerce all the page addresses change (

What happens if you move home and don’t redirect your post? You miss important bills or letters.

It’s the same when you move website platform.

You have to implement something called an SEO Migration.

It’s a big subject which has been covered well by many others so here are some links to explain what you need to know.


What’s the average eCommerce conversion rate in Australia?

There is no such thing as a useful average eCommerce conversion rate in S’traya, or anywhere in the world. There are so many factors that contribute to it, that averages are pointless.

If you pushed me for an answer I’d say 2%, just to end the conversation and move on to advice that will actually help you and your Aussie eCommerce store.

In fact, looking across all accounts I have access to in S’traya over a 12 month period, it averages out to 2.14%.

However, this isn’t ever eCommerce store in S’traya so it’s far from scientific, but after working in eCommerce for longer than I care to disclose, it’s spot on.

Is my eCommerce store converting well?

This is really the question you want the answer to.

The trick here is to compare your sites conversion rate to other websites in your niche and with similar setups.

Based on data from Shopify (who have 85,456 stores in Australia, at the time of writing in Sep 2021), here are some averages by industry.

  • Clothing/Fashion 1.81%
  • Furniture 0.61%
  • Food and beverages 3.36%

As you can see there is quite a range there for just three industries.

No matter your industry it can always be improved on, which is why we recommend constantly running tests after changing something like a promotion, product photography, description etc. More on that below in the Google Optimise section.

Ecommerce conversion rate by industry in Australia

Want to know what the average eCommerce rate is for your industry? Shopify have a great tool, just select where you sell, how much you sell and what industry you’re in (i.e. apparel, electronics etc) and it will show you averages based on Shopify stores.

Shopify eCommerce conversion rate calculator tool

A word of warning, this isn’t data on every eCommerce store in Austraila, just ones on Shopify (but it’s the best tool I’ve come across to date).

What affects eCommerce conversion rate?

There are ALOT of factors. Here are the main ones I’ve discovered.

Online-only stores convert higher than businesses that have physical stores
It’s not uncommon to see a 6% conversion rates for online only and 1% for stores with physical locations as customers can window shop online and buy in-store. Customers window shop on the site then go in-store to buy.

For example if you’re in the the optical industry (aka glasses) and have physical stores, there is high percentage of website visitors (more than half based on our sources) that want to book and eye test or just find the store location. There is no way they will convert online, lowering your eCommerce conversion rate.

Business To Business sites that are glorified order forms
A business selling to other businesses (B2B) where the site is essentially a catalogue to reorder from will convert higher (have seen 12% plus).

Web sites with lots of great information pages 
These sites get lots of organic traffic from Google. Geeks call it Organic traffic, some call it SEO traffic. No matter what you call it, it often tends to convert at a lower rate, as more visitors are researching than buying.

The day of the week
I used to run an apparel store and Sunday and Monday conversion rates were always higher than the rest of the week. We used to guess why over beers on a Friday afternoon, but never got to the bottom of it!

Why does eCommerce conversion rate change each day?

Below is an example of the eCommerce conversion rate by day over 12 months for a furniture business.

Why does ecommerce conversion rate change each day?

Look at the difference each day. Apart from the December spikes to the left of the image, which were Black Friday and Boxing day promotions, the daily variations go from 3.5% to 1.5%.

The conclusion I’ve come to is this is just how individuals feel on any given day. Oh it’s raining I’ll buy that XYZ today.

The list of factors that affect eCommerce conversion rates goes on goes on and on.

I personally spent 10 years chasing this and comparing my sites to others.

It was waste of time.

If I could have a quote word with myself 10 years ago I would have said, don’t focus on what is the average, put effort into increasing it.

What is Google Optimise?

Google optimise is a free tool that allows you to change something on a page to try to increase conversion rate, for example, showing different product benefits or another model wearing your products, and see which version generates more sales by increasing your eCommerce conversion rate.

It’s one of those no brainer tools that every decent eCommerce business uses.

Great how-to guide for Google Optimise from the Traffic Radius team here

If all that sounds hard, you could try this method of increasing conversion rate, but I wouldn’t do it!

How To Advertise Your Ecommerce Business In Australia

In Australia, we hear from our friends in the UK and the US about how they advertise their eCommerce businesses all the time.

But Australia is unique and requires a different approach.

Learn what works in Australia from the team at Boom Ecommerce.

Should you be running ad on Google, posting on Instagram or sending emails?

Watch and find out.

What’s in the video?


Video time (00:04)
You run an e-commerce store that sells in Australia or you’re in the process of setting one up. But you want to know where exactly to advertise. Should you be running Google Ads? Should you be doing email marketing? Should you be posting on Instagram? Keep watching this video and you can find out exactly what you need to do.

How should I advertise my eCommerce business in Australia?

Video time: (00:24)
When it comes to advertising an e-commerce store in Australia, you’ve really got six main ways of doing it. 

There are lots of other little ways to do it, but if you’re just starting out and you’re wanting to grow, these are the best ones to focus on. 

The trick is finding the right combination of them, it’s not the same for every eCommerce store.

No.1. Google Ads

Video time: (00:43)
Number one is Google Ads. Google Ads are shown when  you search for something. You’ll see up to four adverts appear at the top, they’re not particularly obvious. 

There’s only a little ad sign next to them, but they change often. Here’s a screenshot  of what some of those adverts look like for “pet food”. 

In this case, you’ve got Google shopping ads that  shows up on the right handside as well.

No. 2 & 3 Facebook and Instagram Ads

Video time: (01:44)
Other ways of advertising your eCommerce store in Australia is Facebook and Instagram.

I say the two because they’re both controlled by the same advertising program. 

You all know what Facebook and Instagram is, unless we’ve been living under a rock for the last 5 years. 

The adverts actually appear in lots of different places on Facebook and Instagram, but they aren’t always obvious.

There’s a couple of examples here that show up in the Facebook feed, or in your Instagram feed, or within stories. 

Do Facebook and Instagram Ads work for Ecommerce?

Video time: (02:30)
Facebook and Instagram ads work incredibly well. Lots of people think that they don’t actually click on them, but they really do.

It’s how Facebook is making all its money. 

The brilliant thing about Facebook and Instagram advertising is that if people aren’t searching for what you’re selling you can still target them.

We’ll look at an example.

Let’s say we’re selling dog treadmills. Trusts me, there’s very few people searching for dog treadmills in Australia.

However, what you can do with Facebook and Instagram is target people that are interested in dogs or any dog related products.

Your advert then shows up. So they then see a dog treadmill, think, oh, actually, that’s quite a good idea that saves me from actually going outside and having to walk my dog in the winter, for example.

I really hope that’s not the case over in Australia, but I just use that to illustrate.

No.4 Email Marketing

Video time: (03:19)
The fourth way to advertise your e-commerce business in Australia is email marketing.

Email marketing, what is it? It’s not just spam. It’s basically when you use a bit of software to email everybody that you’ve got the email addresses for.

For example, people that have bought from you.

So everybody that has bought a dog collar from you, you can email out and say, you bought a blue dog colour, there’s now red dog collars.

Does Email Marketing work for eCommerce?

Video time: (03:42)
It amazes me every single time. The only challenge with doing something like email marketing is that you have to build up quite a list of emails. 

If you’ve got 10 or 50 emails, it’s probably not going to work that well because you might get an open rate of about 20% of people that you send the email too. 

If you send a hundred emails, you’ll get 20 people that open it. You might get 5% of those click through to your site. 

You need to build up your list. It’s very good for repeat customers. Honestly try it. 

Lots of people think that email marketing is spam and it’s unrelated. I guarantee you, if you do email marketing and you have a product that people buy repeatidly, let’s say, for example, dog food, you’re going to need to keep buying dog food each month.

Email marketing works so well because you might attract a customer with Google Ads, Facebook ads, or Instagram ads. They buy from you. You collect their email address. You can then email them and say, hey, it’s been a month since you’ve bought that dog food from us. Probably time to get some more food for Rover or whatever your dog’s called. Again works really well. It always amazes me. 

No. 5 Search Engine Optimisation (SEO)

The fifth way of advertising your e-commerce business is through SEO kind of content marketing. 

The two are very similar. SEO and content marketing, in your research of how to promote your e-commerce business, I’m sure you’ve seen the term SEO come up loads. It essentially means search engine optimisation, and it’s basically making your website rank highly in Google. 

Does SEO work for eCommerce?

Video time: (05:20)
It does work very, very well, but it’s quite difficult, and it can be quite technical and quite time consuming. 

However the return that you get is amazing because you’re not paying every time somebody clicks. You’re just investing time in making content and optimising your site. 

It does take quite a long time to get results though. So you have to be super patient when doing it. 

I say SEO and content marketing because essentially the two are joined together. Because if you have really, really good content, you tend to do quite well within SEO as long as you sort out some of the technical things. 

Can’t really go into it in detail here, because we don’t have time, but it’s well worth researching

The biggest mistake most people make when they’re starting out online or they’re trying to scale is that they focus on SEO. They do this because they think that’s really the only way to do it.

It’s attractive, because essentially it’s free. You’re not paying every time somebody clicks. 

However, if you want to find out what works, it’s better to start with something like Google Ads. 

SEO and content marketing comes in really well when you work out what works. 

Let’s say we’ve discovered that the keyword in Google Ads “blue dog collars” sells really, really well. We want to start ranking in Google for the term blue dog collars. 

You then have to focus on producing content that gives people the best information about that particular sort of subject. 

No. 6 Affiliate Marketing

Video time: (06:54)
The final way of advertising your eCommerce business is affiliate marketing. 

Affiliate marketing. What is that? 

Affiliate marketing is basically like having online commission-only sales people. 

They write about a product in some way, shape or form. 

People click through from their website to your website, and if they purchase, you give them a percentage of the sale. 

It works really, really well, but it’s certainly not for everybody. 

Affiliate marketing is often one of the things that I’ll try later on when I’m setting up an eCommerce store. 

It works very well though in competitive markets. So if there’s lots of choice. I can’t really think of a good example within dogs, the dog sort of like industry that’s incredibly competitive, although I’m sure there are some, and you can probably tell me from watching this video, but I’m at the moment on buying a new laptop.

I’m looking for a PC laptop, and it’s quite confusing because there’s so many different varieties that you can get, all the different specifications. So I need a 15 inch laptop that’s light, so I look for best 15 inch laptop light. And then all of a sudden you start getting the reviews coming up. And as soon as somebody clicks through you then buy it. That’s why it works well, because somebody’s guiding you when something’s very competitive. So if you’re not in a very competitive market, potentially not great for you. I’m not saying don’t try it, but just know that the option is there.

What’s the difference between advertising your eCommerce business in Australia, UK or the USA?

Video time: (08:34)
There is a difference when it comes to running an e-commerce business in Australia compared to the US or the UK. 

I moved from the UK to Australia in 2011. Since then, I’ve seen massive differences between the two. 

There’s also big differences compared to the US and I appreciate there’s lots of video and coverage that explains the way that you can advertise your eCommerce business. 

I’m sure this isn’t the first video or article you’ve read to get some information on the subject. 

I’ll give you a couple of examples of how it is different in how we need to approach things slightly differently. 

For example, in the US about 88% of people use Google to search for any given product. This basically means that there’s actually a bit of market share that goes away to other search engines. Bing is Microsoft’s version. They’ve got 6.5% of the market share in the US.

6.5% of the U S population is quite large. If we come home and we look at Australia, about 95% of people use Google to search. Therefore, it’s a much more dominant market. Also, Bing only has about 3% of the market share, and 3% of the Australian population, which is roughly about 26 million, isn’t that many people. Therefore, we have to take a slightly different approach to how we advertise our e-commerce businesses here in Australia. 

Get free Australian eCommerce tips

If you want to find out when more of these videos are released and we share more information about running your e-commerce business in Australia submit your email address here.

Your Australian eCommerce questions answered

Okay. We’ve covered quite a lot in this fairly short video. You’ve probably got a lot more questions and specifics that you want help with. 

Leave your questions in the comments below, and I will personally respond to each one of them to try and help you out, and also will help other people out who are reading them.