Optimising Your Product Landing Pages

At FCDM, we understand the importance of optimising your product landing pages, so that potential customers are arriving onto product pages that meet their needs.

There is a big difference between filling up your product pages with content and optimising them for purchases. Being very specific with what you want your visitors to see, do and buy is vital however many eCommerce stores remain cluttered, confusing and have very high bounce rates.

At FCDM, we understand the importance of optimising your product landing pages, so that potential customers are arriving onto product pages that meet their needs.

It is  crucial that your landing pages are planned, designed, executed, and always working correctly.

Our team have put together some useful tips on optimising your product landing pages:

 

  • Show an “added to cart” notification.

 

  • Implement a product zoom feature.

 

  • Increase trust and conversions with user submitted reviews.

 

  • Use wish lists to drive traffic and increase sales.

 

  • Using product videos are proven to increase conversion rates.

 

  • Increase trust by adding a privacy policy link.

 

  • Get the length of your product page content just right and always be more explicit and detailed for complex and expensive products.

 

  • Communicate shipping on all pages clearly and shipping costs that apply to the country should also be shown.

 

  • Show the expected delivery date on the product landing page and cart page.

 

Finally, personalising your related product recommendations will have the greatest impact on your visitors. Your eCommerce website should display the visitor’s preferred products based on his or her past visited sites and previously browsed pages.

Optimising your product landing pages for conversions is a must in today’s competitive environment.

As a leading eCommerce solutions provider, FCDM are experts in the creation and delivery of result driven, digital strategies that win business for our clients. Contact a member of our experienced team today at FCDM and start generating more online sales today!

 

Converting your online retail opportunities and maximising sales

According to a recent report, irish consumers are now spending €850,000 an hour online, up 20 per cent on four years ago, making Ireland one of the fastest growing digital economies in the world.

It is estimated that Irish consumers will spend €21.4 billion online by 2020, or 8% of all consumer spending in the economy. That represents a significant opportunity for retailers, but it isn’t just all about getting a website and waiting for the sales to come in. Since 2010, by combining our extensive e-commerce experience and crafting results driven digital campaigns, has seen us dramatically boost online sales and revenue for companies across Ireland, the UK, US and the Middle East, who continue to capitalise on the ever-increasing opportunities presented by the growth of the digital economy worldwide.

Flowers.ie – Ireland’s Leading Online Flower Retailer

Our experienced team at FCDM are the driving technical force behind many well-known online retailers including Flowers.ie which now has 75% of its business online. Our team have designed and developed a powerful and fully optimised eCommerce solution for Flowers.ie to engage, convert and retain customers. We then developed and launched a supporting result driven, multi-channel digital strategy, to continually drive potential customers to final purchase decisions and convert prospects from someone who is “just looking” into profitable paying customers. This process has included implementing tactical bid strategies for the initial search, driving engagement on Instagram, email recovery campaigns, re marketing on Google and Facebook, the list goes on!

By also implementing a targeted and results focused follow-up process to maximise sales and attract more repeat business, Flowers.ie is now Ireland’s leading online flower retailer and has changed the way in which flowers are distributed in Ireland. Since coming on board with FCDM, the company has gone from having virtually no online sales to having over 75% of business through online sales. The online growth of the website www.flowers.ie has been phenomenal.

At FCDM, we continue to assist a large portfolio of retailers around the globe to adapt to the changing retail landscape by maximising online sales opportunities, in order to meet the changing needs of their diverse customer base. We are always interested in meeting with new businesses who are looking to grow and capitalise on the opportunities presented by the growth of the digital economy. Contact a member of our team today to discuss how we can take your business to new heights!

Live Video for Your Business

Shooting, starring in and publicising live video for your business is terrifying right? I mean you’re no Spielberg! OK…you might not be Spielberg, but live video for your business is not necessarily something that needs to keep you awake at night.

Whether you’re using Facebook Live, Periscope or any number of the other emerging live video platforms online, there are some simple tips worth keeping in mind.

LIVE VIDEO FOR YOUR BUSINESS – TIPS

CONSISTENCY

Live video can feel like an unstructured format…but it doesn’t need to. Yes, of course there’s an element of anything can happen, but keeping key elements consistent will add a structure. Make viewers feel familiar with what you’re producing. Try, where possible, to use the same host for every video.

People watched Gay Byrne on the Late Late Show religiously. They expected to see him. On weeks when he wasn’t there, the replacement was in his seat. There was a structure that the public were comfortable with. It might sound almost too safe, but when you’re dipping your toes in the water, think small steps!

ENGAGE YOUR VIEWERS

If you’re not going to interact with your viewers…then why go live? Just shoot a traditional video. That will take the panic of being live out of the equation…but it also takes away your ability to make meaningful connections. If you’re going to shoot live video, embrace live video. You won’t regret it.

INSPIRATION

Everyone has a favourite TV or radio host. Watch or listen to them carefully. Try to pick up how they say what they say, but remember, take inspiration, don’t imitate. If you’re going to try replicate someone else, you’re not bringing anything new and your relevance drops to zero.

Live video is still something that’s relatively new. It has yet to produce any stars like YouTube and Snapchat has. It’s a long shot…but your business could be that star! If you want to try it, FCDM want to help! Contact us here for more information.

The Power Of Instagram and Instagram Marketing WITH fcdm

Ready to get your project started today?
Contact us and get a quote now

    At FCDM, we take your privacy seriously and will only use your personal information to administer your account and to provide information to you about the services that you have requested from us through our contact form.

    Contact Full Circle Digital Marketing

    Google AdWords Top Tips

    Google AdWords is one of the most effective advertising platforms on the planet. If you want to get your business in front of online customers, then Google AdWords is ideal. If you need AdWords help, FCDM can help. Here are some Google AdWords Top Tips from our experienced team.

    As with any form of advertising, it’s important to invest your time and money wisely. Before you start a Google AdWords campaign, try to gain as much knowledge on the service as is practical. Understand how much you’re spending, where you’re spending it, what the results are likely to be and how the investment can help your business grow.

    Using Google AdWords, you can encourage users to engage with your brand regardless of what your goal is. The most common goals would include encouraging a user to:

    • Take action on your website.
    • Visit your store.
    • Call your business.
    • Install your app.

    ADWORDS HELP FOR SMALL BUSINESS

    Regardless of what your goal is, there are some basic rules of thumb that will help deliver return on investment for your business via Google AdWords.

    1 – KEYWORDS

    Select keywords that fit with the product/service that you’re offering. Choosing good keywords will help you target the right people. Use Googles Keyword Planner to help make sure you’re using effective keywords.

    2 – TARGET YOUR AUDIENCE

    Every business is going to have a different target audience. Google AdWords allows you to select who sees your ad depending on lots of variables including their gender, location, age and even the types of sites they visit.

    3 – MEASURE RESULTS

    Pay close attention to how your ad performs. Take note of what device you’re getting a response from. A bid adjustment on that, or on location, or any other element of your campaign can deliver big results.

    4 – CROSS PLATFORM

    As above, make sure to pay attention to what platform/device a user is using to interact with your ad. If a high percentage of your impressions are coming from mobile, make sure that your ad looks perfect on mobile. Paying attention to the small things will make all the difference.

    5 – BID STRATEGY

    It’s worth using Google Bid Simulator to see estimates of your results before physically making the bid. You can find the simulators on the Ad Groups and Keywords tabs. Study your competitors and add helpful columns such as ‘estimated first page bid’ to quickly and easily make sure you’re bidding in an intelligent fashion.

    If you’d like help with your Google AdWords, or would like to discuss options, feel free to contact FCDM here.

    Understanding Your Video View Metrics

    Ready to get your project started today?
    Contact us and get a quote now

      At FCDM, we take your privacy seriously and will only use your personal information to administer your account and to provide information to you about the services that you have requested from us through our contact form.

      Contact Full Circle Digital Marketing

      Online Reputation Management. Why is it Important?

      Customers have changed. That’s just a fact. The way they consume media has changed them…but also the way they have access to information has changed them. It has become rare that a customer does not study a business online before deciding to purchase from them. A bad TripAdvisor review? That can be hurtful to your business. That’s what makes online reputation management so important.

      It’s important to manage (as best you can) your reputation online. It’s never been more important to generate positive reviews. In the past, the online critic from a national newspaper could do serious damage to an eatery. Now, ‘Tom from two towns over’ can cause damage to any business he chooses.

      With keyboard warriors hiding behind every corner of the internet and the success of public review sites, it’s simply not always going to be possible to avoid negative reviews. Remember, online reputation management is not about getting good reviews constantly.

       

       

      What is online reputation management?

      So what is online reputation management about? It’s about making the most of positive reviews. Does your website feature client testimonials? People rate their peer’s opinions, so if you get good reviews put them front and centre on your website, your social media channels and beyond, into print media or even ask yourself if that beautiful testimonial you’ve just gotten would make a great radio ad?

      Some comments are always going to get by you. I’m sure you regularly check your feedback on social media and via your website, which of course you should, but don’t forget about other outlets. Bloggers with their own sites for example. Comments made on third party sites. The list is endless.

      There are several tools out there that will help with this task. If we were to recommend one, we’d say use Google Alerts. This free Google tool allows you set up email alerts for specific keywords. If your business is called “Purple Window”, you can set an alert for that exact phrase and Google will send you an email with a link to any online article that features it. It’s an extremely easy way to monitor your company’s reputation online, and let’s face it, reputation is everything.

      If you’d like more information or some help with your company’s online reputation management, or any aspect of your digital strategy, contact FCDM here.

      SOCIAL MEDIA TIPS FOR SMALL BUSINESSES

      At FCDM, part of our full circle approach is to include social media in the digital strategy of our clients. Social media, when used effectively, can build your business brand and teach you a great deal about your customers.

      We have created a list of some important tips for social media, in order to help you get the most from social media for your business.

       

      1. Figure out who your target audience is: Ask yourself these questions; What age are my customers? What are their interests? What types of new customers do I want to attract on social media? This is key in deciding what approach to take.

      2. Don’t set up multiple accounts on every social media platform: You won’t have time to update them all, so pick a few that you think will help your business the most and attract the right attention. Larger more mainstream social media platforms such as Facebook and Twitter can be very powerful. Facebook has 1.65 billion monthly users, and Twitter has 350,000 tweets per minute.

      3. Show the human side to your business: Interact with your customers on a personal level by showing them the real you. Share your opinions about things you are interested in, add a personal greeting, and ask your customers some questions to engage with them. At the same time, be careful not to offend anyone.

      4. Be useful: Nobody wants to be flooded with ad’s in their newsfeed! Don’t just post ad’s, post useful content for your customers, and ensure that it is content that will make others look good when they share it. Give people a reason to like your page with interesting content and competitions which will attract a wider audience.

      5. Schedule your posts: Create multiple posts in advance to save yourself some time and stagger them. You can schedule in advance to ensure they are posted at appropriate times. Studies have shown that:

      • Thursdays & Fridays are the best days to post on Facebook and Twitter
      • 1pm is the best time to post on Facebook or twitter to get the largest number of shares/retweets
      • 3pm is the best time to post on Facebook to get the most number of likes
      • 12pm – 3pm is the best time to post on YouTube, and 5pm-6pm is the worst time to post
      • Saturdays between 8pm – 11pm is the best time to post on Pinterest, with 9pm being the peak time
      • 3pm-4pm is the best time to post on Instagram 7 days a week. The worst day to post on Instagram is Sundays.

      6. Use ad’s wisely on social media: Make sure to post an interesting or humorous ad that will catch your customers attention. Include photos, videos and links to your website.

      If you are looking for an experienced digital agency, who can help your business to win business, FCDM can help you! Contact our experienced team today to find out how FCDM can take your business to new heights!

       

      Reducing Your Cost of Customer Acquisition: The Basics

      The cost of customer acquisition (CAC) refers to the price that one must pay to obtain a new customer. To calculate CAC:

      Divide the total costs associated with acquisition by the total number of new customers, within a specific time period.

      Being able to calculate and identify the CAC is one of the most important metrics for any business. Why? Because you need to secure a return on investment to generate profit. CAC costs can be quite high and this is the main reason why many online businesses fail.

      All of your investments should be thought of as a machine. You invest money in one side of the machine and you should generate sales (and profit) from the other side. To know how effective your machine is performing for your business, you must be able to calculate how much you need to invest to secure a profitable return.

      Once you know your CAC, the important ratio to consider is when the value that your customers bring is compared to how much it costs to acquire them. The lifetime value of a customer to your business, must be higher than the cost of acquiring them. Otherwise the business will fail. No matter how efficient your customer acquisition, if you cannot generate revenue higher than the cost of acquiring them, you are losing money.

      By generating the CAC for a business and comparing it to the lifetime value of customers, you will be able to clearly identify and analyse the health of your business model. To calculate the lifetime value of customers, follow the formula below:

      (Average Value of a Sale) X (Number of Repeat Transactions) X (Average Retention Time in Months or Years for a Typical Customer)

      The ratio between CAC and lifetime value will also be useful when assessing how marketing and sales campaigns are performing. You should always aim to identify marketing channels that provide a high lifetime value compared to the cost of acquisition.

      It is important to make a clear distinction between the cost of customer acquisition (CAC) and the cost per action (CPA). In ecommerce, the amount that you pay to acquire a customer, is referred to as cost per action.  This cost relates to both new and returning customers. Meanwhile, CAC focuses solely on the cost of attracting and converting new customers.

      To reduce the cost of CAC as much as possible, follow our tips below.


      • Referrals, referrals, referrals.

      The fastest growing companies operate largely on referrals from existing clients. This means that the lifetime value of the new customer drastically outweighs the cost of acquisition.

      Potential clients will trust their family/friends much more than any marketing campaigns directly targeted towards them. This means that once a referral is made, you are more likely to close a sale promptly as the potential client already has a reasonable level of trust towards your company. In this scenario you are saving both money and time.


      • Grab the attention of your target audience!

      Paid advertising is effective and will lead to customer acquisition. However, it is important not to undermine the value that free or low cost actions can have on reducing your CAC. PR stunts are the perfect way to grab attention and showcase the personality of the brand at the same time.

      An example of a master in this area is Richard Branson, founder of the Virgin group. With over 400 companies, Branson brings a unique flair to his strategies.

      In 1996, the Virgin Group launched their bridal chain. Branson arrived at the launch event, with full make up and dressed in a bridal gown. This grabbed headlines worldwide and everyone knew that the bridal chain was now open.

      Again, in 2007, Branson demonstrated a unique way to attract attention to his airline.

      He celebrated the first Virgin America flight by bungee jumping off the Palms Hotel Casino in Las Vegas, a 407-foot tall building. This daring move did not require a large investment however, it grabbed attention worldwide and maximised exposure for the airline.


      • Innovation.

      On a continuous basis, new customer acquisition channels become available. Meanwhile, existing ones might be improved. It is important to stay focused on what works for your business and think outside the box from there.

      Set aside a small portion of your overall budget for experimentation. Test new channels that are becoming available and see how they work for your business. Collect the data from these rapid tests and use it to steer your future actions in an attempt to reduce your CAC.


      If you would like to learn how FCDM can help your business grow with AdWords help and direction, contact a member of our dedicated business development team today and get a free consultation with one of our PPC Specialists.