How to advertise to previous customer with Insta

It’s easy to forget about your previous customers in the never ending chase for new ones.

Don’t!

As long as you have more than 100 customers you can advertise just to them on Insta, or Facey in Australia.

You’ll need either…

  1. 100 email addresses of customers
  2. A page that only customers have seen
    (i.e. purchase confirmation page)

Using either of these, you can create something called a “Custom Audience”. There are many great guides online on how to do this. Below is a good example.

AdExpresso guide to Custom Audiences

However, there are a few things that could be gotchas.

If you’re using email addresses, 100 have to match email addresses users login to Facey or Insta with. You really need 150 to be safe.

Planning on using option 2, targeting people who viewed the checkout confirmation page, the Facebook Pixel will need to be installed on your site.

If that sound complicated, you’ll need a bit of help from an expert.

Need a Facebook marketing expert, contact us. We’d be happy to put you in touch with someone based in Australia.

Boom doesn’t implement these, only train non technical Australians on how to get the best out of your store. Sometimes that means getting the experts in!

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.

WARNING!!!

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, get you better SEO results, 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 (www.yourwebsite.com.au/shop/productname)

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!