Friday, 6 June 2014

Google Analytics Summit 2014 – Key Announcements

Last week Moneyspyder were at the Google Analytics Partner Summit in San Francisco. At the Summit Google announced some great new functionality that improves the quality of data collected by Analytics, as well as making the insights it provides more accessible and actionable.


Enhanced Ecommerce


Google’s main announcement was Enhanced Ecommerce, which is a dramatic redesign of the ecommerce functionality in Analytics. Enhanced Ecommerce automatically tracks and displays your checkout funnel. It also allows you to view more information about products. Whereas previously it has only been possible to see how many products you have sold. Enhanced Ecommerce shows how many times a product has been viewed and how many times it has been added to the basket and then purchased.

This makes Enhanced Ecommerce a powerful merchandising tool; allowing you to identify and promote your top performing products.


Data Import


Google’s other announcements make Analytics a much more accurate reporting tool. With the existing Data Import functionality, businesses could automatically upload cost data such as the cost of your email, affiliate and display ads. This makes Google’s ROI calculations more accurate.

It is now possible to upload many more types of data into Analytics. You can import your refund figures so that your revenue number in Analytics starts to reflect your actual bottom line. You can also upload additional product data, such as what category or brand they belong to.


Remarketing


One final thing to emphasise is the improved remarketing capabilities. Businesses can now use advanced segments as remarketing lists meaning targeting has never been more accurate.


What This Means for You


To take full advantage of these improvements, and to stay up to date with these Analytics changes, we recommend you do the following:
  1. Upgrade to Universal Analytics - Enhanced Ecommerce and Data Import are only available to Universal Analytics users. If you haven’t upgraded yet, you should consider doing it sooner rather than later. Google are going to start phasing out the old version of Analytics soon.
  2. Use Google Tag Manager – Google Tag Manager allows you to add and change tracking tags without having to deploy new code, and without involving your developer. This makes upgrading Analytics easier and cheaper.
  3. Get a retargeting strategy – retargeting is becoming an ‘always on’ marketing solution. Review your analytics to define your most valuable segments and market to them with the remarketing tool. A good place to start is with Google’s ‘Smart List’, which creates a remarketing list of your most valuable visitors, based on their behaviour on your site.

If you want any more information on what these changes mean, or for help configuring your Analytics call us on 0207 492 1929 or email us on info@moneyspyder.co.uk.




Wednesday, 12 March 2014

How to Reap Rewards with YouTube SEO Best Practice

Why is YouTube important?
So you don’t sell cute cats? What use could you possibly have for YouTube?

Many people are unaware that YouTube is the second largest search engine in the world. What’s more, approximately 35 hours of video are uploaded to YouTube every minute. Not only does this show that marketers need to be engaging with YouTube, but it also means that competition is fierce and you need to be engaging well, paying close attention to the SEO of your videos.  


Top Tips for YouTube SEO
The Basics
·      Give your video a relevant headline, with proper keywords. Using a colon allows you to ‘double name’ it and therefore to double your keywords. Give as much information as possible in the title as this is the first thing looked at.
·      Maximise use of the description box. Write a couple of paragraphs of good descriptive copy. At the very least, fill it with keywords or put the script from the video in. Don’t forget to add links to your website and social networks.
·      Optimise the channel that you’re posting your videos from. Post regular high quality videos on similar topics. Videos that come from a well-regarded channel will rank higher. Create Playlists, fill in the ‘About’ page and start discussions with your users.
·      HD videos will rank higher than SD videos – So make sure you upload your best quality versions.
·      Use the YouTube Keyword Tool to find the areas of high volume. 


Advanced
·      Use the closed captioning as YouTube searches through the content of your captions in order to rank videos. Since the introduction of speech recognition technology, adding your own closed captions is no longer the laborious process it once was.
·      Submit a transcript of your video so that Google know what it’s about.
·      Make sure you grab viewer attention within the first 3-5 seconds of the clip. YouTube ranks videos based on how long they’re watched for on average.
·      Submit a ‘Video Sitemap’  to Google and use mark up to let Google know about videos on your website.

Other ideas to consider when marketing through YouTube…
·      Use Annotations to give a call to action for liking your video or subscribing to your channel. This helps to promote regular engagement.
·      Promote your videos through all your other social media and email marketing channels.
·      Host your videos on your website and make sure they are easy to browse and well presented.


Want to know more, or would like some bespoke advice for your own business? Drop us an email or visit the MoneySpyder site.

Wednesday, 19 February 2014

Email Marketing Optimisation Case Study

Flamingo Gifts Marketing Campaign Review
Flamingo Gifts is an online shop specialising in unique and novelty presents. In a competitive market, Flamingo Gifts needed to ensure that they had the edge over rivals. As well as working on their SEO and launching a new site in Summer 2013, MoneySpyder’s in-house team took over the site’s email marketing campaign.


What We Did
Firstly, MoneySpyder developed a marketing calendar for Flamingo Gifts to introduce a more disciplined and forward thinking approach to their weekly emails. We also made the signup process much simpler on the Flamingo Gifts website. This increased the rate of list growth, which was highly beneficial in the run up to Christmas. We tested a number of email elements to ensure that each part of the marketing campaign was optimised.  These included landing pages, enticing subject lines and different layouts in order to maximise engagement with customers. 


The Results
In a two month period Flamingo Gifts saw a 71% increase in email traffic whilst email conversions almost tripled. These improvements have shown the importance of email testing and, more broadly, forward planning for marketing strategy. By developing the process from the marketing calendar upwards we have ensured that this success can be sustained throughout 2014



Are you interested in improving your email marketing strategy? Read more here or get in touch by email on info@moneyspyder.co.uk, or phone 0207 492 1929.

Wednesday, 12 February 2014

Top Five Ecommerce Articles for February 2014

January flew by and we can't believe it's already February. Here's our round up of the best Ecommerce articles from the first month or so of the year, giving us a broader picture of what 2014 is shaping up to look like for online retailers.

1. 33 Mind Shattering Email Marketing Statistics You Know Need to Know in 2014 - Mind shattering indeed. Read here.


2. Building SEO-Focused Pages to Serve People and Topics Rather than Keywords and Rankings - Good overview of optimising landing pages for SEO. Read here.


3. Four Types of Content Every Site Needs - How many types of content does your site have? Compare it here.


4. Matt Cutts Declares the Death of Guest Blogging for SEO - The topic on everyone's lips when it comes to SEO. Read here.


5. YouTube Marketing and Analytics: A Primer for Magnificent Success - YouTube advertising is getting much easier, and much easier to do badly. Read tips here.


If you need help with any of the above areas - SEO, Linkbuilding, integrated marketing, content creation, SEO for YouTube or Analytics - take a look at our site to see what we do, or drop us an email

The only thing we can't help with this February is finding you a date for Valentine's Day...

Thursday, 6 February 2014

Maximising your Email Content

Email Content
Meaningful Messages

Why make the effort?

Even in this age of shifting social media trends, email is still ranked as one of the most important marketing channels, if not the most important. Good email content not only enhances your brand image but also allows online retailers to build a sustained marketing campaign. It is a crucial for good engagement with customers both pre- and post-sale.

In fact, studies suggest that…
·       91% of consumers check their email daily.
·       74-77% of consumers prefer to receive commercial communications via email.
·       Email marketing has an ROI of 4,300%.

Dos and Don’ts of email content
DO
·       Test everything. Especially your subject line. 33-35% of people open emails purely based on the subject line.
·       Include easily identifiable links to your site, remembering to consider your landing page carefully. People don’t want to have to search for a product they’ve just clicked on.
·       Plan. Prepare an email marketing calendar in advance so that you know when promotional/sales events are coming up.
·       Tag your campaigns in order to monitor their success using Google Analytics.

DON’T
·       Forget that around 50% of emails are read on smartphone or tablet screens. Email design that responds automatically to the device it’s opened on is crucial.
·       Write too much. Keep your copy brief and your images engaging.
·       Rely on gimmicks or spammy sounding offers to try and increase customer engagement. Your email will either end up in the junk folder, or you’ll destroy customer trust in your brand.

Tips for growing your email list
·       Incentivise sign-up with special offers for those who are subscribed.
·       Reassure clients that you won’t share their data with other parties.
·       Make sure your opt-in/subscribe box is clear and prominent on your website. 
·       Go for quality of subscribers over quantity – better a few subscribers who buy regularly than a long list of recipients who don’t even open the email.
·       Show people who aren’t subscribed what they’re missing using Twitter, Facebook etc.

Segment your emails
Remember your different sectors of target customers.
Are you trying to…
…engage with people who haven’t bought from you before?
...re-engage with people who haven’t bought for a while?
…encourage people who buy regularly?

The secret to great marketing…
Test everything.
The idea of a generic ‘best email marketing practice’ can only go so far. You know your customers best – and if you don’t, testing is the way to find out everything you need to know about them. The obvious example is A/B testing subject lines to determine best open rates. Other things to consider include:
·       Which are the best days and times to send out emails. This will vary depending on whether you are marketing your products to other business who are usually contained between the hours of 9-5 or individual customers who generally shop out with these times.
·       Different ways of phrasing your calls to action e.g. ‘Buy Now’ vs. ‘Add To Basket’
·       Different layouts. Mix it up, pure and simple.

Want any help or advice on email content? Get in touch on 0207 492 1929, email info@moneyspyder.co.uk or visit our website.