Not sure how to optimise your brand’s Pinterest presence?


Send me a private message and will send you our top 5 simple ways to triple your website traffic from Pinterest.
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Call eDigital on +61481 367 711
Check Mauricio Escobar Mármol LinkedIn profile.
Follow us on Facebook, Tumblr, Twitter or Google+

Not sure how to optimise your brand’s Pinterest presence?

Send me a private message and will send you our top 5 simple ways to triple your website traffic from Pinterest.

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HOLA!I am back! writing my weekly article ( been busy with our successful launch of LEA Latinoamericanos Empresarios Australia business Latin network last night in Sydney, Australia).As promised last week, please find below all the fantastic learnings and tips I grabbed from the Pozible Crowdfunding Workshop on Tuesday 3rd September 2013 in Sydney. This crowd funding workshop was super valuable, specially now that eDigital has been engaged to help Vibrating Planet crowd funding campaign to be launched on the 27th of September 2013 at our Vibrating Planet launching party (All invited if you are in Sydney).
 Pozible Crowdfunding Workshop September 2013 - Ambassador Suzie Nguyen speaking to the audience
KEY TAKEAWAYS FROM POZIBLE CROWDFUNDING WORKSHOP
 
Why people use crowdfunding

You can build an audience at low cost.
It allows to pre-sale your new products that are created as part of your project.
Unlimited potential to raise as much as your project can attracts.
It is fun! you will be very excited when successfully funding your project.
Tips for project and rewards participation

Involve people in your crowd funding project. The more they can participate and be part of it, the more they will be interested to support your project.
The above translates in creating “Intimate levels” of engagement that are unique to the project and rewards. Examples can be exclusive lunch/dinner rewards with project creators, donors to be part of the group that designs or selects the logo, supporters material (photos, stories) to be part of the project creative outcome, etc.
Quirkiness works - Be creative with your rewards structure. People love authenticity. It was mentioned a project where someone was raising to spend on a night out…then the the project raised $500 as the project rewards were so quirky and different.
Financial rewards are not allow in Pozible. You cannot give away money, shares, etc as part of a reward.
Top rewards can be companies that act as sponsors of that reward. Keep that in mind when negotiating sponsor opportunities. Sponsors like that as it gives them a level of certainty that they will invest to projects that are just successful.
Tips for funding targetTarget the absolute minimum budget that is critical to get your project over the line, specially for first timers and project creators that might not have a strong or solid fan base.
You should budget for the creation, management and delivery of rewards as part of your funding.
Transparency is key! Supporters should be able to know exactly how you are going to invest/spend the raised money into the project. Provide exact details.
Tips for Marketing your project
Most of traffic comes from Project creators social media graph: Facebook and twitter accounting for the majority of traffic.
Have a content/news calendar during the funding period to tease/remind people about your project and provide strong call to actions inviting people to donate.
Contact every donor and say “Thank you” and remind them to invite their friends and family to donate.
Link from your project Youtube videos to your Pozible campaign via ‘Annotation” feature on Youtube.

Setting up your Crowdfunding campaign
Video describing the project is absolutely essential for improving the chances of success. Make it less than 3 minutes long.
Video and project description MUST be authentic, genuine, transparent and honest.
Tone of voice is extremely important. Ensure you get it right. seek for advice from professional communications specialist or watch other successful funded projects.
Last but not least

Read Pozible handbook, Project Guidelines and FAQ’s.
Pozible might be able to help you find sponsors for social projects. Contact Pozible team.

Examples of successful Pozible crowd funding projects

Mr Black - $10.000 target successfully  raised!
The two chair project - $3,000 target successfully raised!
Ton of Wool - $33.000 target successfully raised!
Check this Amanda Palmer - The art of asking video - very inspirational video.


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Need to Crowdfund but do not have the time to project manage it? Call Mauricio - Digital Marketing Specialist, SEO & Social Media Specialist on +61481 367 711
Check Mauricio Escobar Mármol LinkedIn profile.
Follow us on Facebook, Tumblr, Twitter or Google+




 Pozible Crowdfunding Workshop Sep 2013 - Founder Rick Chen speaking to the audience

HOLA!
I am back! writing my weekly article ( been busy with our successful launch of LEA Latinoamericanos Empresarios Australia business Latin network last night in Sydney, Australia).

As promised last week, please find below all the fantastic learnings and tips I grabbed from the Pozible Crowdfunding Workshop on Tuesday 3rd September 2013 in Sydney.

This crowd funding workshop was super valuable, specially now that eDigital has been engaged to help Vibrating Planet crowd funding campaign to be launched on the 27th of September 2013 at our Vibrating Planet launching party (All invited if you are in Sydney).

image Pozible Crowdfunding Workshop September 2013 - Ambassador Suzie Nguyen speaking to the audience
KEY TAKEAWAYS FROM POZIBLE CROWDFUNDING WORKSHOP
 
Why people use crowdfunding
  • You can build an audience at low cost.
  • It allows to pre-sale your new products that are created as part of your project.
  • Unlimited potential to raise as much as your project can attracts.
  • It is fun! you will be very excited when successfully funding your project.
Tips for project and rewards participation
  • Involve people in your crowd funding project. The more they can participate and be part of it, the more they will be interested to support your project.
  • The above translates in creating “Intimate levels” of engagement that are unique to the project and rewards. Examples can be exclusive lunch/dinner rewards with project creators, donors to be part of the group that designs or selects the logo, supporters material (photos, stories) to be part of the project creative outcome, etc.
  • Quirkiness works - Be creative with your rewards structure. People love authenticity. It was mentioned a project where someone was raising to spend on a night out…then the the project raised $500 as the project rewards were so quirky and different.
  • Financial rewards are not allow in Pozible. You cannot give away money, shares, etc as part of a reward.
  • Top rewards can be companies that act as sponsors of that reward. Keep that in mind when negotiating sponsor opportunities. Sponsors like that as it gives them a level of certainty that they will invest to projects that are just successful.
Tips for funding target
  • Target the absolute minimum budget that is critical to get your project over the line, specially for first timers and project creators that might not have a strong or solid fan base.
  • You should budget for the creation, management and delivery of rewards as part of your funding.
  • Transparency is key! Supporters should be able to know exactly how you are going to invest/spend the raised money into the project. Provide exact details.
Tips for Marketing your project
  • Most of traffic comes from Project creators social media graph: Facebook and twitter accounting for the majority of traffic.
  • Have a content/news calendar during the funding period to tease/remind people about your project and provide strong call to actions inviting people to donate.
  • Contact every donor and say “Thank you” and remind them to invite their friends and family to donate.
  • Link from your project Youtube videos to your Pozible campaign via ‘Annotation” feature on Youtube.
Setting up your Crowdfunding campaign
  • Video describing the project is absolutely essential for improving the chances of success. Make it less than 3 minutes long.
  • Video and project description MUST be authentic, genuine, transparent and honest.
  • Tone of voice is extremely important. Ensure you get it right. seek for advice from professional communications specialist or watch other successful funded projects.
Last but not least
Examples of successful Pozible crowd funding projects
NEXT
image Pozible Crowdfunding Workshop Sep 2013 - Founder Rick Chen speaking to the audience

Sydney Companies! Top 10 dead simple tips to best SEO Search Engine Optimization - Slide Share Presentation - eDigital.

Top insights on how your company can be at the top of the SEO Search Engine Optimisation strategy game!

I created this presentation for a training session with a Company in Sydney, Australia; however any other companies can take advantage of this presentation.

Top tips before you start a campaign with Google Adwords - Slide Share Presentation - eDigital.

KEY STEPS:

1. set up your key main goal/success metric.

2. Ensure your Adwords account is connected to Google Analytics

3. Ensure your “Thank you” URL page (final conversion point) is unique and not producing page views directly from search engines as it will mess up your conversion data.

4. Create keywords themes and group them in separate ad groups.

5. If you need flexibility with budget allocation for specific brands or terms, then you need to create different campaigns (keep them within the same Google Adwords account).

6. Start bidding low. You can always increase your bids.

7. Start analysing conversions. Give your campaigns a decent time period to get some good data. at least one month. Are conversion coming from Mobile devices? or from desktop? start adjusting accordingly.

8. Focus bidding within the times during the day and during the week when your website converts the most. Remember some ad groups might have different conversion time patterns.

9. Remember that Google Adwords is just one of your channels on your overall adquisition strategy. Compare your Adwords cost per conversion and average sale with your other acquisition channels: SEM, Online affiliates, Social Media, Direct Traffic, Phone sales, etc.

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  • Book a one-to-one training session with Mauricio by calling 0481367711. During the session we will provide you a Google Adwords link where you can claim a free $100 Google Adwords voucher :).

Google Adwords

TOP TIPS WHEN PUBLISHING VIDEO CONTENT
1.    Video Lenght: Keep focus on max two- three messages. Leave the rest for another video. We suggest videos no longer than one munite unless it is absolutely needed more time to demostrate or explain a concept or fact.
2.    Video Music: Use music that you own the copy right for. If you cannot create your own music you might want a song that you own the right for corporate use (non-personal use).
3. Talent permission: ensure you have signed talent release forms to ensure you have permission from all the talent (people) who appear in your video. If you need an example of a talent release form, please let us know.
4.    Video format: Please record your business video on one of the below formats that are supported by Youtube:
WebM files - Vp8 video codec and Vorbis Audio codecs
MPEG4, 3GPP and MOV files - Typically supporting h264, mpeg4 video codecs, and AAC audio codec
AVI - Many cameras output this format - typically the video codec is MJPEG and audio is PCM
MPEGPS - Typically supporting MPEG2 video codec and MP2 audio
WMV
FLV - Adobe-FLV1 video codec, MP3 audio
Note: if uploading on Youtube, please check any latest and updated Youtube supported video formats.Music options for your videos:-    Free Music Archive – Free songs you can use for your video. Please support them by donating on their website donation page. -    Jamendo – Buy songs that you can use for your video.-    Learn about Creative Commons and legal music for your videos -    Youtube Audio Swap - Free music library - will cut out any other sound in your video.Tools for video compression
Is your video getting too heavy? Do not worry…-    If you use a PC, Windows Movie Maker offers you ways to compress your TAF Fest video. -    If you use a Mac, open iMovie and select the share option where you will be able to compress your TAF Fest video.
NEXT
Call us +61431324899 if you need any support when creating and or publishin video.
Learn how to publish video from your Iphone.
Find how Johnson & Johnson use video content to showcast customer real stories.
Watch how Rip Curl takes video content a step further…
Making video reviews? what our special post related to video reviews.
Check out the world’s first interactive shoppable music video.

TOP TIPS WHEN PUBLISHING VIDEO CONTENT


1.    Video Lenght: Keep focus on max two- three messages. Leave the rest for another video. We suggest videos no longer than one munite unless it is absolutely needed more time to demostrate or explain a concept or fact.


2.    Video Music: Use music that you own the copy right for. If you cannot create your own music you might want a song that you own the right for corporate use (non-personal use).

3. Talent permission: ensure you have signed talent release forms to ensure you have permission from all the talent (people) who appear in your video. If you need an example of a talent release form, please let us know.


4.    Video format: Please record your business video on one of the below formats that are supported by Youtube:

  • WebM files - Vp8 video codec and Vorbis Audio codecs
  • MPEG4, 3GPP and MOV files - Typically supporting h264, mpeg4 video codecs, and AAC audio codec
  • AVI - Many cameras output this format - typically the video codec is MJPEG and audio is PCM
  • MPEGPS - Typically supporting MPEG2 video codec and MP2 audio
  • WMV
  • FLV - Adobe-FLV1 video codec, MP3 audio

Note: if uploading on Youtube, please check any latest and updated Youtube supported video formats.

Music options for your videos:
-    Free Music Archive – Free songs you can use for your video. Please support them by donating on their website donation page.
-    Jamendo – Buy songs that you can use for your video.
-    Learn about Creative Commons and legal music for your videos
-    Youtube Audio Swap - Free music library - will cut out any other sound in your video.

Tools for video compression

Is your video getting too heavy? Do not worry…
-    If you use a PC, Windows Movie Maker offers you ways to compress your TAF Fest video.
-    If you use a Mac, open iMovie and select the share option where you will be able to compress your TAF Fest video.

NEXT

Author: Mauricio Escobar Mármol

Mobile Apps - Should your brand offer one?

TOP NINE TIPS WHEN BUILDING A MOBILE APP FOR YOUR BUSINESS
Are you looking into i-phone application as the new way of reaching and engaging consumers with their brands.
Before you decide to engage a digital agency to build an mobile or i-phone application for your brand, you should:
Check your web analytics data and find out how many visits are coming from Mobile devices and what percentage of total visits this represent. This will give you a very good indication on how your customers are accessing content from you.
Be where your kpi’s are. Do not loose focus on what the key kip’s of your business are. if you still have to optimise your website, or fix key SEO errors or still create compelling content; work around that first instead of creating another mediocre channel. Far better to have a fantastic; deep content website that search engines and customers can find that having a website plus a mobile app that does not deliver at its full.
Be relevant Your idea of an i-phone application really brings relevance to your product and service in the real world? or add real value to your product and service? There are thousands of mobile applications out there which do not offer real value. Make sure if you build one, you build one that is brings a new level of engagement to your consumer segment. A new level is found when people pay for it.
Focus. Decide the top two features of your mobile app and ensure barriers of entry are there so you do not get competitors building an even better app some weeks after you launch your app.
Be interactive. I-phone applications do not mean just games and push content. They can also be a channel to push discounts on point of sale, view exclusive content, make payments, refer friends, push brand/user generated content to friends through facebook/twitter, create alerts, find updates, get support…anything…You have to think here very big and interactive.
Be specific when briefing. Put together a detailed brief on what your app should be, how it should work/engage. Use your trusted network to find top three Mobile App providers and get some quotes against your brief. Ensure a Non Disclosure Agreement is signed by parties so your app idea does not get leaked to competitors. If you app functionality needs to be phased, you might want to include how the other phases will work and get an estimate for future development.
Talk to other clients Ask your potential App developer to tell you the top three Apps they have created and call the companies and ask how the provider has performed. This will give you a good idea on how good they are not just building apps but offering maintainance and customer service. You might want to engage a local provider that you can have regular face to face catch ups even if you have to pay premium service.
Be quick. Thousand of apps get created and published everyday so you might not be the only one seeing the market opportunity. Focus on progression rather than perfection, even if this means you have to launch a basic version of your app first.
Optimize your app. Ensure you are using the right app name so people can find your app easily. if it is a “Free” app.. tell upfront or even if it is a “Lite” version of a premium one. Ensure your app title, app company name, app description, keywords and image titles include the top keywords you believe people might type when looking for an app like yours.
NEXT
CALL US ON  +61431324899
Check Mauricio Escobar (eDigital Consultant) experience and recommendations on his LinkedIn profile.
Connect with eDigital on Facebook
Find out eDigital Sydney SEO services from Sydney SEO consultants and Sydney SEO experts. We offer SEO audits and content optimisation advice.
Check out eDigital Social Media Strategy and Social Media Management services.
Mobile Apps - Should your brand offer one?

TOP NINE TIPS WHEN BUILDING A MOBILE APP FOR YOUR BUSINESS

Are you looking into i-phone application as the new way of reaching and engaging consumers with their brands.

Before you decide to engage a digital agency to build an mobile or i-phone application for your brand, you should:

  • Check your web analytics data and find out how many visits are coming from Mobile devices and what percentage of total visits this represent. This will give you a very good indication on how your customers are accessing content from you.
  • Be where your kpi’s are. Do not loose focus on what the key kip’s of your business are. if you still have to optimise your website, or fix key SEO errors or still create compelling content; work around that first instead of creating another mediocre channel. Far better to have a fantastic; deep content website that search engines and customers can find that having a website plus a mobile app that does not deliver at its full.
  • Be relevant Your idea of an i-phone application really brings relevance to your product and service in the real world? or add real value to your product and service? There are thousands of mobile applications out there which do not offer real value. Make sure if you build one, you build one that is brings a new level of engagement to your consumer segment. A new level is found when people pay for it.
  • Focus. Decide the top two features of your mobile app and ensure barriers of entry are there so you do not get competitors building an even better app some weeks after you launch your app.
  • Be interactive. I-phone applications do not mean just games and push content. They can also be a channel to push discounts on point of sale, view exclusive content, make payments, refer friends, push brand/user generated content to friends through facebook/twitter, create alerts, find updates, get support…anything…You have to think here very big and interactive.
  • Be specific when briefing. Put together a detailed brief on what your app should be, how it should work/engage. Use your trusted network to find top three Mobile App providers and get some quotes against your brief. Ensure a Non Disclosure Agreement is signed by parties so your app idea does not get leaked to competitors. If you app functionality needs to be phased, you might want to include how the other phases will work and get an estimate for future development.
  • Talk to other clients Ask your potential App developer to tell you the top three Apps they have created and call the companies and ask how the provider has performed. This will give you a good idea on how good they are not just building apps but offering maintainance and customer service. You might want to engage a local provider that you can have regular face to face catch ups even if you have to pay premium service.
  • Be quick. Thousand of apps get created and published everyday so you might not be the only one seeing the market opportunity. Focus on progression rather than perfection, even if this means you have to launch a basic version of your app first.
  • Optimize your app. Ensure you are using the right app name so people can find your app easily. if it is a “Free” app.. tell upfront or even if it is a “Lite” version of a premium one. Ensure your app title, app company name, app description, keywords and image titles include the top keywords you believe people might type when looking for an app like yours.
NEXT

As expected, Facebook announce today that Facebook brands pages can now migrate to the new “Timeline” concept.

What does this new change means for our Facebook brands pages

  • The Facebook experience becomes more visual and curated stories become more important.
  • New ways of featuring/highlighting particular campaign, products by pinning stories to show at the top or promoting them on the new cover image. After 7 days however the pins will go away. Facebook encouraging to keep refresh, up-to-date content.
  • The new “about” section becomes more prominent as it was hidden before on that “Info” section.
  •  You are now able be to reference company events that preceded Facebook itself. Go through your company’s history and mark milestones, such as the date we were founded, when we open new stores, when you added new services, or increased staff.

Some of the business I have already spotted have done the migration today:

www.facebook.com/cocacola

http://www.facebook.com/burberry

http://www.facebook.com/Starbucks

http://www.facebook.com/nike

http://www.facebook.com/runnersworldmagazine

Two interesting articles publish about the new timeline for businesses published in the last couple of hours:

http://mashable.com/2012/02/29/facebook-timeline-brands-prepare/

http://www.pcworld.idg.com.au/article/417108/facebook_timeline_businesses_here

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Google Adwords -Top tips  - Super easy to implement and save you money!
1. Link your Google Adwords to Google Analytics so you know what search terms really convert. TOP TIP! If you do not know how…give us a call or find instructions here :) Tip: To make the Google Adwords/Analytics linking work you need to also ensure the Auto-tagging box (under My Account>Preferences>Tracking) is ticked. If you do not this the linking will never work
2. Do not procastinate and run different ads: Google will automatically show the best performing ad (best ad with highest Click through rate).
3. Be smart with your ad text: Google allows you for intercapitalization (once capital letter per word) and use of symbols ($#@&%_+) One symbol per ad.
4. Strong ad call to action: what do you want people to do when reading the ad… be clear and concise.
5. Run image ads: If Google Display Network is on. Take advantage and run iamge ads. If you have the images and need to crop them or polish them; use Picassa; free image editor software for images. It will help for static images but not for rotating or animated images.
6. Optimize image ads: start with “broad reach” and if you are not happy then you can use the “network tab” and select specific websites you want your ad to appear.
7. Use adextensions within your Google Adwords ad: This will help you with your Click Through Rate. It will allow your ad to show any of this options:
Location extension: Show a link within your ad of your Google Places
Call extension: Show a link within your ad with your business phone number.
Site links: Show extra links within your ad to popular/relevant pages of your website.
Products links: Show extra links within your ad to your top/relevant Google Merchant pages.
Social links: Show a link within your ad that goes to your business Google + page.
8. Get free advice! If you are in Australia, you can reach Google Adwords Customer Service team on 1800 211 552, Monday to Friday from 9am to 6pm EST . Have your customer ID ready. Their team is fantastic and super useful to answer any question you might have.
 NEXT
 
CALL US ON  +61431324899
Check Mauricio Escobar (eDigital Director) experience and recommendations on his LinkedIn profile.
Connect with eDigital on Facebook
Find out eDigital Sydney SEO services from Sydney SEO consultants and Sydney SEO experts. We offer SEO audits and content optimisation advice.
Check out eDigital Social Media Strategy and Social Media Management services.
Learn more how Google can help your business.

Google Adwords -Top tips  - Super easy to implement and save you money!

1. Link your Google Adwords to Google Analytics so you know what search terms really convert. TOP TIP! If you do not know how…give us a call or find instructions here :) Tip: To make the Google Adwords/Analytics linking work you need to also ensure the Auto-tagging box (under My Account>Preferences>Tracking) is ticked. If you do not this the linking will never work

2. Do not procastinate and run different ads: Google will automatically show the best performing ad (best ad with highest Click through rate).

3. Be smart with your ad text: Google allows you for intercapitalization (once capital letter per word) and use of symbols ($#@&%_+) One symbol per ad.

4. Strong ad call to action: what do you want people to do when reading the ad… be clear and concise.

5. Run image ads: If Google Display Network is on. Take advantage and run iamge ads. If you have the images and need to crop them or polish them; use Picassa; free image editor software for images. It will help for static images but not for rotating or animated images.

6. Optimize image ads: start with “broad reach” and if you are not happy then you can use the “network tab” and select specific websites you want your ad to appear.

7. Use adextensions within your Google Adwords ad: This will help you with your Click Through Rate. It will allow your ad to show any of this options:

  • Location extension: Show a link within your ad of your Google Places
  • Call extension: Show a link within your ad with your business phone number.
  • Site links: Show extra links within your ad to popular/relevant pages of your website.
  • Products links: Show extra links within your ad to your top/relevant Google Merchant pages.
  • Social links: Show a link within your ad that goes to your business Google + page.

8. Get free advice! If you are in Australia, you can reach Google Adwords Customer Service team on 1800 211 552, Monday to Friday from 9am to 6pm EST . Have your customer ID ready. Their team is fantastic and super useful to answer any question you might have.

NEXT

 

Have I got that right or am I missing something?
These 10 words, according to Tony Schwartz (Productivity speaker) are a powerful tool in the process of providing feedback.
In a constant digital media changing environment we need  to know how to best empower people to learn and grow.
According to Schwartz, you do not need to provide ‘feedback” that might implies judgement, threats people esteem or fail to holds people’s value.
A quick win formula is to take advice before providing feedback.
Understanding that our stories are just one interpretation of facts, thoughts and feelings will drive us to take advice first.
When taking advice before providing feedback, try to create a honest inquiry, genuine learn and listen, be humble exploring people views and be curious to understand their interpretations.
 NEXT
 
CALL US ON  +61431324899
Check Mauricio Escobar (eDigital Director) experience and recommendations on his LinkedIn profile.
Connect with eDigital on Facebook
Find out eDigital Sydney SEO services from Sydney SEO consultants and Sydney SEO experts. We offer SEO audits and content optimisation advice.
Check out eDigital Social Media Strategy and Social Media Management services.
Check out Tony Schwartz speaking session @ Google

Have I got that right or am I missing something?

These 10 words, according to Tony Schwartz (Productivity speaker) are a powerful tool in the process of providing feedback.

In a constant digital media changing environment we need  to know how to best empower people to learn and grow.

According to Schwartz, you do not need to provide ‘feedback” that might implies judgement, threats people esteem or fail to holds people’s value.

A quick win formula is to take advice before providing feedback.

Understanding that our stories are just one interpretation of facts, thoughts and feelings will drive us to take advice first.

When taking advice before providing feedback, try to create a honest inquiry, genuine learn and listen, be humble exploring people views and be curious to understand their interpretations.

NEXT

 

SEO Tools
WooRank http://www.woorank.com/ Analyses some main SEO metrics for a site. Good for comparing competing sites against each other on some basic-level criteria.
Blekko http://blekko.com/ws/komosion.com+/inbound blekko is a search engine that’s making all SEO data available for everyone to access. There are some pretty insightful metrics there.
SERP Snippet Optimiser http://www.seomofo.com/snippet-optimizer.html Create mock-ups of search results pages
Excellent Analytics http://excellentanalytics.com/ This is a pretty advanced one, not sure if you will need it. It lets Excel 2007 draw down data direct from Google Analytics. Pretty good for custom-building reports, I’ve used it now and again but it’s going to take a long time to get it to work how I want it!
Market Samurai http://www.marketsamurai.com/ Awesome keyword tool. It has a free trial, 30 days I think, after that it’s a one-time fee. Pretty much every Keyword Analysis project I’ve ever done has involved this product. There’s plenty of training and support videos on their site.
Dimensionator Analytics Toolbar http://www.analyticspros.com/resources/dimensionator-analytics-toolbar.html Opens up several “hidden” datasets within Analytics. Pretty sweet.
Firefox Addons
Foxy SEO Tool http://www.foxyseotool.com/ Very comprehensive, gives you access to all the info you might need on a site. 
Rank Checker http://tools.seobook.com/firefox/rank-checker/ You may need to register on their site before it’ll let you access the addon. Essential and fast.
SEO For Firefox http://tools.seobook.com/firefox/seo-for-firefox.html Additional info, right-click on any page to bring up metrics and data.
Google Global http://www.redflymarketing.com/internet-marketing-tools/google-global/ This lets you see Google results as they appear to people based in different locations. Useful for checking how a Melbourne-based company appears to Melbourne-based searchers (takes a bit of playing around to get it set up, luckily there’s a lot of online documentation!)
MozBar http://www.seomoz.org/seo-toolbar Tool from SEO Moz who maintain their own database of the web (a little like Google) and makes the metrics and info available. Their Pro service is $99 per month and you get a lot of value from that (although it takes a while to work out what everything does and what it’s used for.)
Professional SEO Tools
Advanced Web Ranking http://www.advancedwebranking.com/ Paid tool, not very user-friendly, keeps track of web rankings for large numbers of sites.
Keyword Spy http://www.keywordspy.com/ I’ve used this in the past, it claims to give you insight into the keywords that sites are targeting with Adwords. I found it to be relevant about 60% of the time, but even so that’s pretty useful stuff from a competitive analysis point of view. 
Raven Tools http://raventools.com/ Professional suite of tools, geared to agencies managing reporting for several clients. Good social media reporting mechanisms too. 30-day trial.
Any other SEO tool you would suggest?
 NEXT
 
CALL US ON +61431324899
Check Mauricio Escobar (eDigital Director) experience and recommendations on his LinkedIn profile.
Connect with eDigital on Facebook
Find out eDigital Sydney SEO services from Sydney SEO consultants and Sydney SEO experts. We offer SEO audits and content optimisation advice.
Check out eDigital Social Media Strategy and Social Media Management services
Follow Matt Cutts. Google’s official SEO guru.

SEO Tools

Firefox Addons

Professional SEO Tools

  • Advanced Web Ranking http://www.advancedwebranking.com/ Paid tool, not very user-friendly, keeps track of web rankings for large numbers of sites.
  • Keyword Spy http://www.keywordspy.com/ I’ve used this in the past, it claims to give you insight into the keywords that sites are targeting with Adwords. I found it to be relevant about 60% of the time, but even so that’s pretty useful stuff from a competitive analysis point of view. 
  • Raven Tools http://raventools.com/ Professional suite of tools, geared to agencies managing reporting for several clients. Good social media reporting mechanisms too. 30-day trial.

Any other SEO tool you would suggest?

NEXT

 

SIX QUESTIONS… SIX ANSWERS (SOCIAL MEDIA)
Mauricio interviews Eleftherios Hatziioannou (Former Mercedez Benz Global Social Media Manager) and current Social Media Consultant.
 1. What are you currently doing and why is it exciting?
First of all THANK YOU for contacting me all the way from Down Under, Mauricio! This is actually a fantastic intro to this interview. You are sitting in Australia and I am sitting in Germany right now. A mutual friend introduced us as he thought that we have some common interests and there we go now after a short intro on Facebook. This is what I love about the social web: It empowers people from around the world to connect, interact, collaborate and share their thoughts and ideas and so much more. Really powerful!
I am currently doing a lot of exciting stuff. After leaving Mercedes-Benz in late 2010 (after 9 great years at Daimler) I have joined s.Oliver – a European fashion brand – where I am heading the new media activities of the brand globally. This includes digital communication, social media engagement, mobile marketing as well as change management related to the digitalization of the world and its impact on a fashion brand.
I am also a consultant and speaker helping organizations and individuals understand how to embrace the social web for their purposes. I truly believe that the emerging social technologies are a huge opportunity to re-humanize business and life. It`s funny but technology brings us back to basics: To satisfy basic human needs - just easier, faster and on a broader level than before. I have presented this concept recently at the Online Marketing Conference in Athens. You can find the slides on slideshare (http://slidesha.re/OMC11GR) - if you are interested.
What I love about what I am doing is that I can help people to make a difference in their life and well, in business, too.2. Knowing you managed social media for a premium brand like Mercedez-Benz, did social media increase car sales? and how did you measure it?
As I am not working for Mercedes-Benz anymore I am not authorized to speak on their behalf. But let me give you an answer based on my personal experiences and projects with other clients. You should not look at social media only from a quantitative perspective. There is so much more in it in the long run!Yes, of course it is great to grow your fan base on Facebook, have a lot of followers on Twitter and maybe increase your sales. But this will not happen over night. You need to take it step by step. Listen first! All insights are valuable. The more you know the better you understand the game. At least in this stage of the social media (r)evolution. What is interesting though is that in the beginning you appreciate growth in quantitative aspects. “We grew by 1000 fans in Facebook over the past week”, “we have 500 new followers on twitter this month”, “we served 1.000.000 impressions with our campaign”. This numbers definitely help creating awareness and build momentum because we were used to measure success this way.However, I find it much more important to look into the qualitative aspects as well. And in this regard we are still at the very beginning. There are no broadly applied KPIs yet which make your performance comparable. But anything is possible: Why not measuring service levels based on the amount of complaints coming in in relation to problems solved on Facebook? Why not comparing ratio of positive mentions to negative mentions on twitter in comparison to the last month to understand customer satisfaction levels? I guess it is pretty clear what I want to say. Social media is more than just a growing number of fans and followers. Social media is all about real conversations taking place. And there are tons of valuable data in it for you. Think about customer feedback or suggestions related to your product or service. The question is how to best handle this inbound stream of information and how to learn from it!By the way: Eric Qualman - the author of Socialnomics - put it that way: “What is the ROI of your phone?” It is useful and you can do a lot of important stuff with it, e.g. emergency calls, saving time, etc… Can you actually imagine a life without it? And have you ever asked yourself if the money you spend on it every month is worth it?!
3. Do you think social media work better for premium brands than low end market brands? If so - why?
Great question! I think it is clear that most of the so-called premium brands have a strong reputation and people desire to own them at some stage of their life. So there is initially a stronger attraction of people who want to relate with them once they have created social properties. However, this is just a short term effect which will maybe help them to get started. The question is which of the premium brands do really dare to open up to the social web?! There are still a lot of fears like loosing control, getting involved into a PR nightmare or endangering the exclusiveness of the brand by being “approachable”. And this is why you still find so many brands standing on the side of the street and watching the social media train pass by.If you ask me it does not make a difference if you are a premium brand or not. What matters is if you manage to engage with your audience, fulfill their expectations, serve the needs of your communities. If not- there is a huge chance that you will loose your momentum and people will turn away from you again.On the other hand there are a lot of examples of small business and brands who are at the “lower end” of the market - as you call it - who do a great job and have a lot of success by using social media. Shop owners, self employed people who now can reach potential new customers easily and build relationships with existing customers using their presence on e.g. social networks. A few years ago such small businesses could not afford to build a digital presence at all and today they can create a Facebook page with just a few clicks - at no or at least very low costs.Also think of the hierarchy and processes of huge organizations managing premium brands. It is much more difficult for them to get all necessary approvals, e.g. before answering a question or creating a post, to keep the conversations going than for a small business where most of times the boss him-/herself is participating in the dialogue. It is also easier for small business to add a personal touch to their activities than for huge brands which most of the times have clear roles of who is a spokesperson and allowed to speak on behalf of a brand. And believe me most of the times this person has no clue of what social media is all about. But it`s improving - thanks to people like you and me;)
4. Most companies are afraid of consumers tone and voice when opening social media channels. What’s your position about controlling/moderating conversations? Did you have to moderate most of conversations, did you implemented any type of “profanity” filtering so social users were not allowed to add words that are not that “friendly”?
This is a challenge that every single client of mine has. No matter if you are present or not people already talk or will talk about your brand/product. The question is what is better: To ignore their voices or to be part of these conversations. I highly recommend to my clients to be out there and to establish some kind of monitoring. And it does not always need to be an expensive and tailor-made solution. You can use free tools first to keep an ear/eye on it. And this is the least you can do. Be curious about what people think and say about you! In the past you paid a lot of money to market research firms to get you similar data and feedback.When managing and taking part in communities it is even more important to listen carefully what other members are saying about you. Most of the times there is tremendous value in it: Either you hear what you have done right or you hear what you really need to improve. These are highly valuable data for your product guys and they are free! And it is better to have a place where people can come and post their issue than letting them alone with their problem.I think no business or brand with an honest business model needs to fear the social web. Communities are smarter than marketers think. People know exactly what is going on and if your product is great or not. If there is criticism which is not fair other community members will step in and tell their point of view. In the best case you don`t need to do anything except of focusing on delivering a great service/ product, keeping your promises and watch/listen to your customers who share their love for you.It can make sense to define some community guidelines in order to make clear what people can expect from you and what you expect from them. I always recommend to establish some kind of “netiquette” once you get involved in community management. Just to make clear which rules apply. However, be careful with deleting comments. This can become a “shit storm”. Be open and honest when doing so and don`t try to cover up your sh..! People do understand that mistakes are made and if you are honest about it and make efforts to solve the occurring problems they will forgive you. Who`s perfect by the way?!
5. Tell us your what tactics you used to engage social conversations AND how you measured success for them. Did you have different tactics to influence “influencers” and then other tactics to influence “followers”?
The best tactic once again is listening! By listening carefully you understand what people expect from you. And if not - ask them for their opinion. People love to get heard and they really appreciate brands who do care about what they have to say. And so many times they are surprised to really be in touch with an official representative. But expectations rise because more and more businesses start engaging in the social web. Which is great! Imagine a prospect buyer posting a question on your wall and on the wall of your competitor. You don`t react but your competitor does not only answers the question but makes an immediate and special offer.Everybody is or can be an influencer. We share what matters to us with those who matter to us. So it does not make sense to me to differentiate between an influencer and follower. Everybody is both. Just make sure that you add value and solve problems - no matter whom you are talking to. Besides that I like to divide the social media engagement into the basic activities and light house activities:
Basic activities are the foundation. You have established social properties. You are part of the conversation. Answer questions. Create relevant content and add value.
Lighthouse activities can be short term activities which create some buzz and fuel your growth. Such examples are: Being the first mover in your industry to use a new platform, running a surprising or viral campaign, doing some entertaining stuff that people love.
Both levels are important as they will lead you into what I call “The Social Media Heaven”.
6.  Finally, the big challenge for social media managers is to show to top executives and board members that social media investment can really add to the bottom line. How would you suggest social managers should tackle this challenge?
Let me share what has helped me along the way. I made sure that I talked to as many people as possible. To make change happen you need to talk to everybody. You need to walk the talk. And it is not only about convincing the top executives in your organization. Everybody needs to be on board! So you sometimes have the stage to make your point in front of “more important” people and sometimes it is just by helping your colleague setting their privacy options of their profile in a way that your boss does not see his/her latest party pics. But everybody is important at the end of the day. I guess it is clear what I mean!? Spread the virus bottom-up-top-down!I always had an up-to-date presentation with the latest data and interesting findings as well as entertaining videos to show to people who were interested. It was a lot of times a great opener for meetings and always created a “heureka!” moment.When spreading the word make sure to speak to people in a way they understand. It is a different story to explain social media to a 50-year-old HR director who has no social media profiles than to talk to your marketing colleague who already is your Facebook friend and a subscriber of various marketing blogs. Relate your story to their needs and challenges. Show them how social media can make their lives easier.Also make sure to give regular updates to your team and management about the progress your are making and the lessons learned. It can be helpful to use some pilot projects to gather some first proof that it is worth going even further. So define manageable projects, pour your heart into them and then go bigger step-by-step. There is a very good chance that you will either be successful or learn what does not work;)The easiest way to measure “success” - if you need to - is to apply traditional metrics first. First of all because they are understood and secondly because they will definitely help you looking at the lower costs involved in social media marketing. Take CPM (Cost per Mille) as an example: It will definitely be ridiculously low in comparison to TV or print campaigns as it does not cost anything than your time and effort to pay attention and care.Thank you for asking some really interesting questions. I hope your audience will see some value in my answers. Stay awesome! And make sure to stay in touch with me. Follow me on Twitter (@peopelizers) or like my page on Facebook.
NEXT
 
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SIX QUESTIONS… SIX ANSWERS (SOCIAL MEDIA)

Mauricio interviews Eleftherios Hatziioannou (Former Mercedez Benz Global Social Media Manager) and current Social Media Consultant.

1. What are you currently doing and why is it exciting?

First of all THANK YOU for contacting me all the way from Down Under, Mauricio! This is actually a fantastic intro to this interview. You are sitting in Australia and I am sitting in Germany right now. A mutual friend introduced us as he thought that we have some common interests and there we go now after a short intro on Facebook. This is what I love about the social web: It empowers people from around the world to connect, interact, collaborate and share their thoughts and ideas and so much more. Really powerful!

I am currently doing a lot of exciting stuff. After leaving Mercedes-Benz in late 2010 (after 9 great years at Daimler) I have joined s.Oliver – a European fashion brand – where I am heading the new media activities of the brand globally. This includes digital communication, social media engagement, mobile marketing as well as change management related to the digitalization of the world and its impact on a fashion brand.

I am also a consultant and speaker helping organizations and individuals understand how to embrace the social web for their purposes. I truly believe that the emerging social technologies are a huge opportunity to re-humanize business and life. It`s funny but technology brings us back to basics: To satisfy basic human needs - just easier, faster and on a broader level than before. I have presented this concept recently at the Online Marketing Conference in Athens. You can find the slides on slideshare (http://slidesha.re/OMC11GR) - if you are interested.

What I love about what I am doing is that I can help people to make a difference in their life and well, in business, too.image2. Knowing you managed social media for a premium brand like Mercedez-Benz, did social media increase car sales? and how did you measure it?

As I am not working for Mercedes-Benz anymore I am not authorized to speak on their behalf. But let me give you an answer based on my personal experiences and projects with other clients. You should not look at social media only from a quantitative perspective. There is so much more in it in the long run!
Yes, of course it is great to grow your fan base on Facebook, have a lot of followers on Twitter and maybe increase your sales. But this will not happen over night. You need to take it step by step. Listen first! All insights are valuable. The more you know the better you understand the game. At least in this stage of the social media (r)evolution. What is interesting though is that in the beginning you appreciate growth in quantitative aspects. “We grew by 1000 fans in Facebook over the past week”, “we have 500 new followers on twitter this month”, “we served 1.000.000 impressions with our campaign”. This numbers definitely help creating awareness and build momentum because we were used to measure success this way.
However, I find it much more important to look into the qualitative aspects as well. And in this regard we are still at the very beginning. There are no broadly applied KPIs yet which make your performance comparable. But anything is possible: Why not measuring service levels based on the amount of complaints coming in in relation to problems solved on Facebook? Why not comparing ratio of positive mentions to negative mentions on twitter in comparison to the last month to understand customer satisfaction levels? I guess it is pretty clear what I want to say. Social media is more than just a growing number of fans and followers. Social media is all about real conversations taking place. And there are tons of valuable data in it for you. Think about customer feedback or suggestions related to your product or service. The question is how to best handle this inbound stream of information and how to learn from it!
By the way: Eric Qualman - the author of Socialnomics - put it that way: “What is the ROI of your phone?” It is useful and you can do a lot of important stuff with it, e.g. emergency calls, saving time, etc… Can you actually imagine a life without it? And have you ever asked yourself if the money you spend on it every month is worth it?!


3. Do you think social media work better for premium brands than low end market brands? If so - why?


Great question! I think it is clear that most of the so-called premium brands have a strong reputation and people desire to own them at some stage of their life. So there is initially a stronger attraction of people who want to relate with them once they have created social properties. However, this is just a short term effect which will maybe help them to get started. The question is which of the premium brands do really dare to open up to the social web?! There are still a lot of fears like loosing control, getting involved into a PR nightmare or endangering the exclusiveness of the brand by being “approachable”. And this is why you still find so many brands standing on the side of the street and watching the social media train pass by.
If you ask me it does not make a difference if you are a premium brand or not. What matters is if you manage to engage with your audience, fulfill their expectations, serve the needs of your communities. If not- there is a huge chance that you will loose your momentum and people will turn away from you again.
On the other hand there are a lot of examples of small business and brands who are at the “lower end” of the market - as you call it - who do a great job and have a lot of success by using social media. Shop owners, self employed people who now can reach potential new customers easily and build relationships with existing customers using their presence on e.g. social networks. A few years ago such small businesses could not afford to build a digital presence at all and today they can create a Facebook page with just a few clicks - at no or at least very low costs.
Also think of the hierarchy and processes of huge organizations managing premium brands. It is much more difficult for them to get all necessary approvals, e.g. before answering a question or creating a post, to keep the conversations going than for a small business where most of times the boss him-/herself is participating in the dialogue. It is also easier for small business to add a personal touch to their activities than for huge brands which most of the times have clear roles of who is a spokesperson and allowed to speak on behalf of a brand. And believe me most of the times this person has no clue of what social media is all about. But it`s improving - thanks to people like you and me;)


4. Most companies are afraid of consumers tone and voice when opening social media channels. What’s your position about controlling/moderating conversations? Did you have to moderate most of conversations, did you implemented any type of “profanity” filtering so social users were not allowed to add words that are not that “friendly”?


This is a challenge that every single client of mine has. No matter if you are present or not people already talk or will talk about your brand/product. The question is what is better: To ignore their voices or to be part of these conversations. I highly recommend to my clients to be out there and to establish some kind of monitoring. And it does not always need to be an expensive and tailor-made solution. You can use free tools first to keep an ear/eye on it. And this is the least you can do. Be curious about what people think and say about you! In the past you paid a lot of money to market research firms to get you similar data and feedback.
When managing and taking part in communities it is even more important to listen carefully what other members are saying about you. Most of the times there is tremendous value in it: Either you hear what you have done right or you hear what you really need to improve. These are highly valuable data for your product guys and they are free! And it is better to have a place where people can come and post their issue than letting them alone with their problem.
I think no business or brand with an honest business model needs to fear the social web. Communities are smarter than marketers think. People know exactly what is going on and if your product is great or not. If there is criticism which is not fair other community members will step in and tell their point of view. In the best case you don`t need to do anything except of focusing on delivering a great service/ product, keeping your promises and watch/listen to your customers who share their love for you.
It can make sense to define some community guidelines in order to make clear what people can expect from you and what you expect from them. I always recommend to establish some kind of “netiquette” once you get involved in community management. Just to make clear which rules apply. However, be careful with deleting comments. This can become a “shit storm”. Be open and honest when doing so and don`t try to cover up your sh..! People do understand that mistakes are made and if you are honest about it and make efforts to solve the occurring problems they will forgive you. Who`s perfect by the way?!

5. Tell us your what tactics you used to engage social conversations AND how you measured success for them. Did you have different tactics to influence “influencers” and then other tactics to influence “followers”?


The best tactic once again is listening! By listening carefully you understand what people expect from you. And if not - ask them for their opinion. People love to get heard and they really appreciate brands who do care about what they have to say. And so many times they are surprised to really be in touch with an official representative. But expectations rise because more and more businesses start engaging in the social web. Which is great! Imagine a prospect buyer posting a question on your wall and on the wall of your competitor. You don`t react but your competitor does not only answers the question but makes an immediate and special offer.
Everybody is or can be an influencer. We share what matters to us with those who matter to us. So it does not make sense to me to differentiate between an influencer and follower. Everybody is both. Just make sure that you add value and solve problems - no matter whom you are talking to. Besides that I like to divide the social media engagement into the basic activities and light house activities:

  • Basic activities are the foundation. You have established social properties. You are part of the conversation. Answer questions. Create relevant content and add value.
  • Lighthouse activities can be short term activities which create some buzz and fuel your growth. Such examples are: Being the first mover in your industry to use a new platform, running a surprising or viral campaign, doing some entertaining stuff that people love.

Both levels are important as they will lead you into what I call “The Social Media Heaven”.


6. Finally, the big challenge for social media managers is to show to top executives and board members that social media investment can really add to the bottom line. How would you suggest social managers should tackle this challenge?


Let me share what has helped me along the way. I made sure that I talked to as many people as possible. To make change happen you need to talk to everybody. You need to walk the talk. And it is not only about convincing the top executives in your organization. Everybody needs to be on board! So you sometimes have the stage to make your point in front of “more important” people and sometimes it is just by helping your colleague setting their privacy options of their profile in a way that your boss does not see his/her latest party pics. But everybody is important at the end of the day. I guess it is clear what I mean!? Spread the virus bottom-up-top-down!
I always had an up-to-date presentation with the latest data and interesting findings as well as entertaining videos to show to people who were interested. It was a lot of times a great opener for meetings and always created a “heureka!” moment.
When spreading the word make sure to speak to people in a way they understand. It is a different story to explain social media to a 50-year-old HR director who has no social media profiles than to talk to your marketing colleague who already is your Facebook friend and a subscriber of various marketing blogs. Relate your story to their needs and challenges. Show them how social media can make their lives easier.
Also make sure to give regular updates to your team and management about the progress your are making and the lessons learned. It can be helpful to use some pilot projects to gather some first proof that it is worth going even further. So define manageable projects, pour your heart into them and then go bigger step-by-step. There is a very good chance that you will either be successful or learn what does not work;)
The easiest way to measure “success” - if you need to - is to apply traditional metrics first. First of all because they are understood and secondly because they will definitely help you looking at the lower costs involved in social media marketing. Take CPM (Cost per Mille) as an example: It will definitely be ridiculously low in comparison to TV or print campaigns as it does not cost anything than your time and effort to pay attention and care.
Thank you for asking some really interesting questions. I hope your audience will see some value in my answers. Stay awesome! And make sure to stay in touch with me. Follow me on Twitter (@peopelizers) or like my page on Facebook.

NEXT

 

An interesting article about opinions on different social media tools…

NEXT

 

 
17 most popular reasons for your Shopping Cart abandonment rates
Mauricio Escobar Mármol, Consultant at eDigital shares the 17 most popular reasons for high shopping cart abandonment rates and provide advice and practical tips.
1. Long page download time: Your visitors might be giving up waiting for a shopping cart page to download on their browsers. In order to know if your pages speed sucks, test your key shopping cart pages on check on Google Developers Page Speed tool. Alternatively you can also download a Chrome or Firefox Page speed extension so you can even go and compere your page speed with your competitors page speed.

I would suggest you perform this test during the time of the day when most of your online sales happen so you know exactly if your page speed sucks during that busiest daily time. If you found that your pages are taking too long to download, you might be missing big time of sales and you will have to get your web developers and web designers to come up with a plan to reduce download times. Sometimes there might be extra code that it is not needed or some heavy images or flash applications taking too long to download.
Tip: test the complete shopping cart from selecting a product to complete credit cards details payment. When testing use a) the most popular sold product b) the most complicated product for users to buy c) multi purchases ( more than one product on the shopping cart). Perform this test on key popular browsers (IE, Safari, Firefox and Chrome).  Take note of any page download delays per browser and product and pass the info to your web developers so they can either fix or find alternative ways for pages to download quicker.
2. Confusion: Your users do not understand how to make a purchase. Popular websites issues might be: a) call to actions “buy now” are not clear, the process of buying different products on one single transaction might not be that intuitive.

3. Extra unexpected cost/fees: Consumers are not fans of websites that add extra fees just before they are about to finalise a transaction. Try to review your pricing strategy to include any fees on the Total Price (if possible). If not, disclose clearly to your users what extra fees they need to pay and if they are compulsory or optional. You might be promoting an “optional” service that users might be thinking is a “compulsory fee”. If you are charging for shipping/postage/insurance, be transparent and upfront the the costs are. Talk to your web designer on ways this can be promoted effectively without taking too much real estate on your shopping cart.
EasyJet is the king on hidden extra fees when booking online:

4. Caution (fear) to provide credit card details: With so much Internet fraud, it is not common your users might find products on your website but buy them somewhere else where there is no fear of fraud. Best ways to combat this is: a) Add your encryption service logos b) Add your legal details - Business number, official addresses, phone numbers, customer reviews, etc.

5. Indecision: Not every visitor might be in a shopping mood…they might come later. What you can do to combat this is to offer “today only” deals so you create “urgency”. You need to test different “today only” deals and for different products. There might be products that you are already selling quite effective that do not need “today only” deals.

6. Too many steps to purchase: make the process short and easy. Benchmark your website with the best industry players and competitors ( i love Amazon) and see how many steps your website does compare with others. Anything that distract people to complete transaction, REMOVE it!.
7. Registration process: Do you really need users to register in order to buy? that’s fine but you also need to consider people who might buy once and do not want to register (buying for someone else - gifts). In this case you need to offer what we call: guest buyer path, with no need of registration.
8. No incentives to buy online: Your visitors might find easier to buy your products somewhere else. Create value added services that your users will love and promote. Some benefits can be: phone number they can call and get assistance when buying online, free returns, free shipping, access to exclusive events or promotions. Access to exclusive partners offers.
9. No payment methods: offer different payment methods such as money order, credit card, cash, customer service support ( purchases over the phone- free number)
10. No real person support: Offer at least easy to find and read Frequent Asked Questions (FAQ) page (organize topics alphabetically so it is easy to scan the exact topic users are after). Extremely customised products and services will need to be strong on this point.
11. Uncertainty on Purchase Time duration: Let your users know how far they have gone (use visual clues- purchase bar i.e.: You have completed 60% of your purchase process).
12. No way to save selections: Allow users to save their selections, so when they come back next time to your website they can easily buy the product they were after. Alternatively you can also promote a “bookmark this page” message.
13. Distraction: Keep their attention focus do not distract them with other products, banners, news, etc. Remember that your users is almost ready to buy! No distractions.

14. Not sure where to click and move in the process: Make the next and check out buttons visible, place them in the right place, prominent. Above and below the fold. Orage, red and green colours for “buy now” buttons have proven to be colours to engage users to take action. Make this colours unique for “buy now” action so visually it is easier for users to know where to go next.

15. Not sure where to find key buttons: be Consistent with buttons placement. Ensure your developers put the key call to action buttons at the same position on each relevant page.
16. Uncertainty about personal details: is your business offering best opt-in practices and privacy statements. People care about their personal information handling and they might not buy if they do not feel ok giving you personal information.
17. Comparing mode (not buying): You website will always have people who are just browsing what you got and try to find it cheaper or better somewhere else. Find out what channels are actually bringing conversions and optimize your budget to these “highly converting” channels ones. The “Not ready to buy yet” segment are also some of your users who are willing to buy but they are not ready or do not have the money to buy from you or maybe the user is not the actual buyer (housewife needs to wait to get approval from husband). If that traffic is coming from Google Adwords, you might want to remarket those visits. Check with your digital marketing networks if you can remarket visits who landed on either your product pages or even better the first Shopping cart page.
Graph below shows the traditional re-marketing process.

Reviewing and improving shopping carts is a never ending on-going process. If you do not have the time, cannot be bother or do not understand, let us know, we are here to support.
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Call Mauricio if you need any extra support +61481 367 711
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Find out eDigital Sydney SEO services from Sydney SEO consultants and Sydney SEO experts. We offer SEO audits and content optimisation advice.
Check out eDigital Social Media Strategy and Social Media Management services.

 

17 most popular reasons for your Shopping Cart abandonment rates

Mauricio Escobar Mármol, Consultant at eDigital shares the 17 most popular reasons for high shopping cart abandonment rates and provide advice and practical tips.

1. Long page download time: Your visitors might be giving up waiting for a shopping cart page to download on their browsers. In order to know if your pages speed sucks, test your key shopping cart pages on check on Google Developers Page Speed tool. Alternatively you can also download a Chrome or Firefox Page speed extension so you can even go and compere your page speed with your competitors page speed.

Google Page Speed Online

I would suggest you perform this test during the time of the day when most of your online sales happen so you know exactly if your page speed sucks during that busiest daily time. If you found that your pages are taking too long to download, you might be missing big time of sales and you will have to get your web developers and web designers to come up with a plan to reduce download times. Sometimes there might be extra code that it is not needed or some heavy images or flash applications taking too long to download.

Tip: test the complete shopping cart from selecting a product to complete credit cards details payment. When testing use a) the most popular sold product b) the most complicated product for users to buy c) multi purchases ( more than one product on the shopping cart). Perform this test on key popular browsers (IE, Safari, Firefox and Chrome).  Take note of any page download delays per browser and product and pass the info to your web developers so they can either fix or find alternative ways for pages to download quicker.

2. Confusion: Your users do not understand how to make a purchase. Popular websites issues might be: a) call to actions “buy now” are not clear, the process of buying different products on one single transaction might not be that intuitive.

check out button

3. Extra unexpected cost/fees: Consumers are not fans of websites that add extra fees just before they are about to finalise a transaction. Try to review your pricing strategy to include any fees on the Total Price (if possible). If not, disclose clearly to your users what extra fees they need to pay and if they are compulsory or optional. You might be promoting an “optional” service that users might be thinking is a “compulsory fee”. If you are charging for shipping/postage/insurance, be transparent and upfront the the costs are. Talk to your web designer on ways this can be promoted effectively without taking too much real estate on your shopping cart.

EasyJet is the king on hidden extra fees when booking online:

EasyJet extra fees

4. Caution (fear) to provide credit card details: With so much Internet fraud, it is not common your users might find products on your website but buy them somewhere else where there is no fear of fraud. Best ways to combat this is: a) Add your encryption service logos b) Add your legal details - Business number, official addresses, phone numbers, customer reviews, etc.

VeriSign

5. Indecision: Not every visitor might be in a shopping mood…they might come later. What you can do to combat this is to offer “today only” deals so you create “urgency”. You need to test different “today only” deals and for different products. There might be products that you are already selling quite effective that do not need “today only” deals.

today only deal

6. Too many steps to purchase: make the process short and easy. Benchmark your website with the best industry players and competitors ( i love Amazon) and see how many steps your website does compare with others. Anything that distract people to complete transaction, REMOVE it!.

7. Registration process: Do you really need users to register in order to buy? that’s fine but you also need to consider people who might buy once and do not want to register (buying for someone else - gifts). In this case you need to offer what we call: guest buyer path, with no need of registration.

8. No incentives to buy online: Your visitors might find easier to buy your products somewhere else. Create value added services that your users will love and promote. Some benefits can be: phone number they can call and get assistance when buying online, free returns, free shipping, access to exclusive events or promotions. Access to exclusive partners offers.

9. No payment methods: offer different payment methods such as money order, credit card, cash, customer service support ( purchases over the phone- free number)

10. No real person support: Offer at least easy to find and read Frequent Asked Questions (FAQ) page (organize topics alphabetically so it is easy to scan the exact topic users are after). Extremely customised products and services will need to be strong on this point.

11. Uncertainty on Purchase Time duration: Let your users know how far they have gone (use visual clues- purchase bar i.e.: You have completed 60% of your purchase process).

12. No way to save selections: Allow users to save their selections, so when they come back next time to your website they can easily buy the product they were after. Alternatively you can also promote a “bookmark this page” message.

13. Distraction: Keep their attention focus do not distract them with other products, banners, news, etc. Remember that your users is almost ready to buy! No distractions.

Distractions galore

14. Not sure where to click and move in the process: Make the next and check out buttons visible, place them in the right place, prominent. Above and below the fold. Orage, red and green colours for “buy now” buttons have proven to be colours to engage users to take action. Make this colours unique for “buy now” action so visually it is easier for users to know where to go next.

same colours buttons

15. Not sure where to find key buttons: be Consistent with buttons placement. Ensure your developers put the key call to action buttons at the same position on each relevant page.

16. Uncertainty about personal details: is your business offering best opt-in practices and privacy statements. People care about their personal information handling and they might not buy if they do not feel ok giving you personal information.

17. Comparing mode (not buying): You website will always have people who are just browsing what you got and try to find it cheaper or better somewhere else. Find out what channels are actually bringing conversions and optimize your budget to these “highly converting” channels ones. The “Not ready to buy yet” segment are also some of your users who are willing to buy but they are not ready or do not have the money to buy from you or maybe the user is not the actual buyer (housewife needs to wait to get approval from husband). If that traffic is coming from Google Adwords, you might want to remarket those visits. Check with your digital marketing networks if you can remarket visits who landed on either your product pages or even better the first Shopping cart page.

Graph below shows the traditional re-marketing process.

Remarketing process

Reviewing and improving shopping carts is a never ending on-going process. If you do not have the time, cannot be bother or do not understand, let us know, we are here to support.

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