• What difference does a well-designed website make?

    What difference does a well designed website make?

    Whether you’re new to eCommerce and needing to set up your first website, or you’ve been running for a while and might be considering making some changes or improvements, it’s worth stopping to think about what difference it potentially makes when it comes to your site design. 

    People ask me all the time, “What is the best Shopify (or WordPress) theme?”

    And, “I want to grow my sales – how do I get more traffic?”

    Yet when I dig a little deeper, I discover that the website is running on a free Shopify theme, or the website is poorly designed, and the conversion rate is pretty dismal. 

    I think in this last situation it can be pretty common for businesses to build their first website and tick that job off their to-do list and move on, thinking it’s done and they don’t need to pay it any more attention.

    In reality, the design and functionality of your website is absolutely critical. 

    Just think about it. Maybe compare it to a brick and mortar retail store. If you had a beautiful looking shop in a great location, the windows nicely styled and a space that was really inviting for customers to come in, you’re likely to do a lot better than having a dingy, dark space in an out-of-the-way location with ugly window displays and a generally uninviting look to it. 

    Your website is your shop front and it’s impossible to do well in business if it’s not designed to be inviting to your ideal customers, or have the functionality to operate in the way that it needs to to facilitate your customers buying and receiving what they want.

    When it comes to eCommerce, the design of your website plays a major role. A great design can increase your conversion rate, create an awesome experience for customers, and  increase your sales revenue over time. A bad design can confuse, turn off or frustrate your customers and sales will suffer.

    Today, I share the reasons why the design of your website is so important if you want to succeed in eCommerce. 

    Listen now.

    Next, be sure to head to our Rockstar Productpreneur community to ask your #askcatherine questions! I can’t wait to hear them.

    Subscribe & Review in iTunes

    Are you subscribed to my podcast? If you’re not, I want to encourage you to do that today. I don’t want you to miss an episode. I’m adding a bunch of bonus episodes to the mix and if you’re not subscribed there’s a good chance you’ll miss out on those. Click here to subscribe in iTunes!

    Now if you’re feeling extra loving, I would be really grateful if you left me a review over on iTunes, too. Those reviews help other people find my podcast and they’re also fun for me to go in and read. Just click here to review, select “Ratings and Reviews” and “Write a Review” and let me know what your favorite part of the podcast is. Thank you!

    Links mentioned in this episode:

    Free Quiz: Discover Your #1 eCommerce Sales Killer

    Turbo Shopify Theme – On Sale, 30% Off Until November 30th 2020

    Free Rockstar Productpreneur community

    Other Ways To Enjoy This Episode:

    Read the Transcript

    Listen on iTunes

    Listen on Spotify

    What difference does a well designed website make?

    CONTINUE READING

  • Email Marketing Tweaks That Made A $30K Difference…

    Email Marketing Tweaks That Made A $30K Difference…

    These days, we’re all bombarded by hundreds of emails and thousands of marketing messages a day.

    So it’s way harder as a business owner to cut through all that noise and really connect with your customers.

    The thing is, email works really really well if you do it right. 

    Even now, in 2020, email marketing still generates the highest ROI of 3800% – much higher than pretty much any other marketing strategy.

    And email marketing is even more useful at a time when other platforms like Facebook and Google have both been rolling out updates and changes to their algorithms, causing havoc for many advertisers.

    So in this episode, I’m going to share some email marketing tweaks that made a $30,000 difference in my bottom line. 

    This happened at a time of year in my first business (a modern cloth nappy, or diaper, brand) that was traditionally a sales trough. Christmas time when you don’t sell gift products can be tough! 

    At the time, I knew there were aspects of my email marketing strategy that at the time needed a bit of a facelift.

    • I wanted more people to open my emails,
    • I wanted more people to take action from my emails – to click through to the website,
    • And I absolutely wanted to generate more revenue from my email marketing.

    Whenever you want to reach a new goal, you know some parts of your marketing strategy are going to have to change.

    Listen as I share tips on how to persuade more people to open your emails, click to your website and buy.

    Listen now.

    Next, be sure to head to our Rockstar Productpreneur community to ask your #askcatherine questions! I can’t wait to hear them.

    Subscribe & Review in iTunes

    Are you subscribed to my podcast? If you’re not, I want to encourage you to do that today. I don’t want you to miss an episode. I’m adding a bunch of bonus episodes to the mix and if you’re not subscribed there’s a good chance you’ll miss out on those. Click here to subscribe in iTunes!

    Now if you’re feeling extra loving, I would be really grateful if you left me a review over on iTunes, too. Those reviews help other people find my podcast and they’re also fun for me to go in and read. Just click here to review, select “Ratings and Reviews” and “Write a Review” and let me know what your favorite part of the podcast is. Thank you!

    Links mentioned in this episode:

    FREE eCommerce Campaign Planning Guide & Template

    Free Rockstar Productpreneur community

    Other Ways To Enjoy This Episode:

    Read the Transcript

    Listen on iTunes

    Listen on Spotify

    CONTINUE READING

  • When the going gets tough, here’s how to get to the other side

    “Running a business is easy”, said no business owner, ever!

    Do you have days where it all seems a bit too overwhelming and just plain hard work?

    Or days when what usually works, suddenly stops working? (Here’s looking at you Facebook ads and your constant changing of things…)

    None of us knowingly launch our business with the expectation that all the hard work is done before we launch. We don’t truly believe that old saying, “build it and they will come”.

    We know we will have to work on marketing in order to attract customers and sell stuff. Right?

    But that doesn’t make it any easier to bear when the orders don’t start flowing in. Or when our marketing efforts aren’t working. Or when we spend more on advertising than we make back in sales.

    The longer this situation goes on, the more anxious we are to see it change. We can get a bit desperate in our marketing efforts. Running deep discount sales. Posting like crazy all over social media. Joining Instagram ‘loops’. Boosting Facebook posts. And consuming as much free advice from all the marketing gurus we can find.

    All in the hope that we can turn this bus around and reroute to profits-ville.

    But in the process, we lose sight of why we started the business in the first place. It all begins to feel ‘too hard’ and the temptation to chuck it in can creep up on us…

    Here’s what to do when it all feels too hard BUT you’re not ready to quit!

    When the going gets tough, here's how to get to the other side

    What’s working and what’s not

    It’s so easy to fall into the trap of feeling like we “must do all the marketing things” in order to be successful.

    We must post 5x a day on Facebook, Instagram, Snapchat, Pinterest, TikTok. (What did I miss?)

    We must create beautiful flatlays and have the perfect hashtag strategy.

    We must be creating videos. Videos are, like, totally hot right now, right?

    We must do markets. Collaborate with other business owners. Find 10 brand reps. Run a competition. Write more blogs. Advertise on Facebook. Email our list each week. Find new retail stockists. Blah Blah Blah.

    It’s endless isn’t it?

    Don’t. Just stop.

    First, take a big deep breath.

    Then, it’s time to work out what ACTUALLY works. For you.

    Step 1: Remind yourself of your ‘why’.

    Why did you start your business in the first place? Can you think about what your 3 year vision for your business looks like? What sort of impact are you trying to create for your customers?

    Write that down.

    Then think, has that vision somehow gotten lost along the way?

    Take a good look at your business, your website, your content, your marketing, and your products.

    Does it all support your vision? Can your customers see that? Or has it morphed into a desperate sales and marketing attempt to sell stuff?

    Step 2: Get the facts

    Head to your website analytics (platforms like Shopify and BigCommerce have fantastic in-built analytics), or look at your Google Analytics.

    Find the answers to these questions:

    • Where is the majority of your website traffic coming from? Google? Email? Social media?
    • What specific marketing efforts have generated the most traffic and sales?
    • What are they buying?
    • How much are they spending per transaction?
    • Where are they leaving your website (Home page? Add to cart page? Checkout?)

    When you have your answers, take a good look at the marketing efforts you’ve been doing. Does spending all that time trying to master Instagram Reels actually result in sales? If not, ditch the activity.

    You need to hone in on what’s working and lose the rest. Life’s too short.

    Then, work out where the holes are in your website. If you’re losing people at the checkout, have a think about what’s causing them to jump ship (shipping too expensive? some other perceived risk?) and make sure you get an abandoned cart email in place. And so on and so forth.

    Be brave and be ruthless here!

    Chunk it down and focus

    Recently, I started training with a personal trainer, learning how to lift weights for the first time in my life.

    Previously I hadn’t exercised consistently for a few years. (If I’m honest – nearly 8 years since before my last pregnancy!) Between running a busy business and parenting, I just never really made the time.

    But with a major birthday looming, and getting sick and tired of not having the energy to keep up with my kids, I finally decided enough is enough. Time to get fit.

    It is bloody hard and it hurts. A lot. (She writes as she hobbles around the office with sore glutes and hammies…)

    Frankly, there are so many other places I’d rather be than sweating it up in the gym.

    There are many times when lifting another weight or doing another push-up has just seemed too hard.

    Not to mention, when I look in the mirror I don’t look any different. This getting fit business takes forEVER!

    But you know what? With the help of my trainer, I was able to keep my eye on my goal and chunk the tasks down to what I had to do right there and then.

    What am I doing right now? What is my next step?

    Without worrying about what I had to do later or trying to muster the energy to ‘do it all at once’.

    And then I focused all my attention on effort on doing just that.

    And it’s exactly the same in business.

    You don’t need to try and do it all. You just need to work out ‘what’s next’.

    What is the immediate next step I need to take to move my business forwards?

    Then, what are the series of ‘next steps’ you need to take to reach your end goal and realise your vision?

    Get some expert eyes on your biz

    Just like I need my personal trainer right now to show me what to do to get fit and strong, to correct my technique and to encourage me to keep going, you may very well need that person too. For your business.

    Getting the eyes of someone who has experience and qualifications relevant to your endeavour can accelerate your path to success. Take advantage of their experience across many different businesses.

    If you are searching for that someone to push you through the tough spots, to guide and course-correct you and correct your technique along the way to ensure you are doing the best you can, it may be time to get a coach.

    This is a great time to check out our Mastermind program for eCommerce brands. I’ve created this so my team and I can push you along, guide you, correct your technique and help you to just keep going.

    I personally know what it is like to hit a tough spot in your business and how hard it can seem to move forward. But know it is a whole lot easier with someone in your corner pushing you to keep going.

    Click here to find out about working with Catherine Langman

    CONTINUE READING

  • How A Passion For Gardening Is Creating Social Change Through Business

    With Wendy from Up On The Rooftop

    How A Passion For Gardening Is Creating Social Change

    It goes without saying that businesses need to be profitable to survive. 

    But more and more, they must also embrace public sentiment in order to attract and engage with their audience. 

    Customers are much more likely to spend according to their personal values. That much has become blatantly obvious this year!

    Which means – social change has real business value.

    Today on the show, I’m excited to welcome one of our clients onto the show as my guest. Wendy is the founder of Up On The Rooftop, a business that provides traditional and sustainable gardening solutions for the small-space urban dweller, so whether you have a balcony, rooftop, verandah or just a front step we have the solutions to not only establish a thriving garden but to make it resilient to even the black thumbs of the world! 

    I really wanted to share Wendy’s story about developing, launching and growing her business, and I think many of you will resonate with much of what she shares. 

    She has a really clear vision and it’s not necessarily about selling product, it’s about helping to transform the way we live so that our environmental impact is lighter and kinder.

    The way she has used that vision to inform her social media content, and her marketing in general, has made it REALLY successful. She’s been able to attract and build a large audience with high levels of engagement. 

    And off the back of that, she’s been able to build an incredible business. 

    So without further ado, let me welcome Wendy to the show, and let’s hear her story.

    Listen as Wendy and I chat about building a business around her big vision. 

    Listen now.

    Next, be sure to head to our Rockstar Productpreneur community to ask your #askcatherine questions! I can’t wait to hear them.

    Subscribe & Review in iTunes

    Are you subscribed to my podcast? If you’re not, I want to encourage you to do that today. I don’t want you to miss an episode. I’m adding a bunch of bonus episodes to the mix and if you’re not subscribed there’s a good chance you’ll miss out on those. Click here to subscribe in iTunes!

    Now if you’re feeling extra loving, I would be really grateful if you left me a review over on iTunes, too. Those reviews help other people find my podcast and they’re also fun for me to go in and read. Just click here to review, select “Ratings and Reviews” and “Write a Review” and let me know what your favorite part of the podcast is. Thank you!

    Links mentioned in this episode:

    FREE eCommerce Campaign Planning Guide & Template

    Free Rockstar Productpreneur community

    Up On The Rooftop website, Facebook and Instagram

    Other Ways To Enjoy This Episode:

    Read the Transcript

    Listen on iTunes

    Listen on Spotify

    How A Passion For Gardening Is Creating Social Change

     

    CONTINUE READING

  • How To Boost Your Bottom Line With Bundles

    How To Boost Your Bottom Line With Bundles

    I’m sure we’ve all done it: ordered a meal deal at a fast food restaurant because it was just simpler to order, or better value. Or we’ve put more items in our shopping cart than we really needed because there was a “buy two, get one free” promotion. 

    Ecommerce product bundles are a smart way for online stores to increase sales revenue, because customers spend more money per transaction, plus it’s a great way to ensure your customers have the best possible experience shopping with you, which helps increase your conversion rate, AND improves their experience using the products they’ve bought.

    I want to highlight that last point: I think most people assume that product bundles are just designed to increase your sales because the customer is spending more per transaction. 

    But they can also help in two additional and extremely important ways:

    1. Make it much easier for customers to make a purchase decision, thereby increasing your conversion rate, and
    2. Help ensure your customers have a successful or enjoyable experience using your products.

    Listen as I step you through a high converting bundle strategy to boost your bottom line.

    Listen now.

    Next, be sure to head to our Rockstar Productpreneur community to ask your #askcatherine questions! I can’t wait to hear them.

    Subscribe & Review in iTunes

    Are you subscribed to my podcast? If you’re not, I want to encourage you to do that today. I don’t want you to miss an episode. I’m adding a bunch of bonus episodes to the mix and if you’re not subscribed there’s a good chance you’ll miss out on those. Click here to subscribe in iTunes!

    Now if you’re feeling extra loving, I would be really grateful if you left me a review over on iTunes, too. Those reviews help other people find my podcast and they’re also fun for me to go in and read. Just click here to review, select “Ratings and Reviews” and “Write a Review” and let me know what your favorite part of the podcast is. Thank you!

    Links mentioned in this episode:

    FREE eCommerce Campaign Planning Guide & Template

    Free Rockstar Productpreneur community

    Other Ways To Enjoy This Episode:

    Read the Transcript

    Listen on iTunes

    Listen on Spotify

    How To Boost Your Bottom Line With Bundles

    CONTINUE READING

  • How to run Facebook ads that convert like crazy this Christmas

    The holiday season is peak sales time for most eCommerce retailers.
    If you haven’t started thinking about how your Facebook advertising plan is going to lead you through this peak season, now’s the time to start.

    So here’s our advice when it comes to maximising eCommerce sales results from your Facebook ads this holiday season…

    Plus, don’t miss my free guide on how to write the perfect ad!

    How to run Facebook ads that convert like crazy this Christmas

    Time to make a plan

    The 4th quarter of the year (September to December) is not just the most lucrative sales season for eCommerce retailers…

    It’s also the most competitive time of year to advertise on Facebook. So being strategic is more important now, than ever before.

    Maximising your results this festive season is unlikely to come from one campaign on its own. It’s going to come from an integrated approach to attracting and engaging your audience, and then giving them a reason to buy.

    Things really start to heat up around the Black Friday promotional event at the end of November. Which means you don’t want to leave your run too late. You’re best to start now and then scale up.

    For a step by step approach to planning your Christmas marketing, check out this Podcast episode.

    Build your audiences

    Getting started doesn’t need to be going ‘all in’ on conversions campaigns. In fact, it shouldn’t be.

    Going straight for the sale to a cold audience rarely works, but especially not at such a busy time of year when customers are seeing many more marketing messages per day than at other times!

    Instead, now is a great time to start building up strong warm audiences.

    This is valuable, because as competition intensifies, it can become expensive to reach your target marketSo knowing that you’ve got an engaged audience (that knows, likes and trust your brand) will help your activity succeed.

    We recommend using either post engagement, traffic or video views campaigns, as an efficient and cost effective way to win over your audience and capture them for your future retargeting.

    Build up your Christmas messaging

    I’m someone who can’t even think about Christmas until the last birthday in my family is done and dusted (my 2nd son on 25th November, which is leaving it kinda late…)

    But realistically, that’s not how it works in business.

    Christmas is a long game. You have to get involved early – but if you go too hard too early with the baubles and tinsel, you run the risk of losing momentum. Or even causing your audience to switch off.

    We find a staged approach to your Christmas messaging to be more effective. It’s a bit like starting to hum some carols at first, before you whip out the Michael Bublé Christmas gold, closer to Christmas.

    Give customers a reason to buy

    When it comes to your ad creative, or your marketing in general, you might start by featuring different gift-related products, with messaging around different gifting situations or gift recipients.

    And the closer we get to our date with Santa you might ramp this up by rolling out additional incentives, like free gift wrapping, free express shipping, or other offers. Along with using images that look more Christmassy.

    Watch your relevance score

    As we get to the pointy end of the year, the number of advertisers actively promoting on Facebook increases dramatically.

    One thing you’ll notice is that the brands with the bigger budgets are dropping some serious cashola on their FB ads. (Well, “der” you may be thinking!)

    What this means for those with smaller ad budgets is important:

    Facebook ads are an auction process and all advertisers are competing for a slice of the newsfeed pie.

    The space on the newsfeed devoted to ads is finite. Therefore, ads will generally go to the advertiser willing to spend the most.

    HOWEVER, there is one way you can still compete, and that’s by having the highest relevance score.

    What’s a “relevance score”?

    Inside your Facebook Ads Manager, you’ll see a ‘relevance score’ marked against each ad. The score is out of 10, with 10 being the best.

    Basically, it’s a rating of how relevant your ads are to the audience. A higher relevance score usually means lower costs on your ads so more people will see them.

    Also, if your ads have a high relevance score and another (big) brand has a low relevance score, then your ads should be shown more often than theirs.

    If you have a low relevance score, your audience targeting may be off, OR your ad creative (images and text) or offer are not resonating with your audience.

    Here’s the best way to help improve your audience targeting.

    Use custom audiences

    Rather than boosting posts to your Facebook page, or targeting broad interests, it’s time to start using Facebook’s custom audiences in your targeting.

    Two of the best for eCommerce include uploading a CSV file of your email subscriber list, and people who have engaged with your Facebook or Instagram pages.

    Email list custom audience:

    Create a custom audience of your email list

    Page engagement custom audience:

    Custom audience of people who have engaged with your Facebook or Instagram page

    Both these two custom audiences are HIGHLY targeted with your warmest audience.

    Once you’ve got these two custom audiences set up, then you want to create Lookalike audiences.

    Basically, this allows Facebook to use its sophisticated algorithm to find other people similar to those very warm audiences.

    Use dynamic product retargeting ads

    Christmas Facebook Ads eCommerceOne of the coolest options in Facebook Ads Manager, is the ability to show ads to people featuring the specific products they viewed on your website.

    This means, you are showing images of the products people literally just looked at on your website, along with some text about your Christmas special offer (if you have one).

    It’s a bit of a fiddle to set up – you need to be using the Facebook Business Manager, and then you need to set up a Product Catalogue.

    If you’re on Shopify, it’s dead simple. Or if you’re on WordPress, the easiest way is to get the plugin Pixel Your Site.

    These ads are INCREDIBLY effective at converting to sales at a great price! So definitely worth the effort.

    Test different creative

    A lot of people ask me, ‘what images should I use? What text should I write in my ads?’

    Well, Facebook has just rolled out a cool new feature called Dynamic Creative.

    Facebook Dynamic Creative

    (It’s not available for everyone yet, but check to see if you have it – you’ll find it in the Ad Set level of your Facebook Ads Manager.)

    Basically, this Dynamic Creative feature allows you to test different creative elements, such as images, text, headings and buttons. And the best bit is, Facebook automatically tests the different variants, to produce the most cost efficient results.

    If you don’t yet have the Dynamic Creative feature in your Ads Manager, never fear. You can still test different ads by using different images, text and headings. You’ll just need to set them up manually.

    Use my FREE template to create the perfect Facebook ad

    Rather than waste time staring at a blank page, grab my free ‘Perfect Facebook Ad Template’ specifically for eCommerce marketers!

    CONTINUE READING

  • How To Set Up Facebook’s Conversions API (CAPI) On Your Shopify Site

    How To Set Up Facebook’s Conversions API (CAPI) On Your Shopify Site

    To say the least, 2020 has been an unpredictable year, especially for eCommerce stores. This year we’ve seen the fastest growth rate in eCommerce. 

    The upshot of this massive migration to online business has resulted in one of the biggest booms in Facebook advertising history followed by platform instability coupled with consumer uncertainty, and most recently news that Apple’s iOS14 will give users more security control (we believe this is a good thing) mainly through preventing advertisers from being able to track off-platform actions across the web via third-party browser cookies. 

    Firefox has also begun increasing its security and has begun allowing users to block similar cookies, and Google intends to completely remove the ability to use them by 2022. 

    This is a devastating blow for social advertising platforms like Facebook, which depend heavily on cookies and pixel-based tracking to be able to attribute purchases made on advertisers’ sites to the ads served on Facebook. 

    This is where Facebook’s Conversions API (or CAPI) comes in. More on that in a minute…

    How does Facebook’s Pixel Work Now?

    To understand how this impacts measurement via the pixel, I wanted to walk through this diagram:

    How the Pixel works now

    First, a consumer opens a browser and visits a website.

    After they take an action on the website, such as adding an item to the cart or making a purchase, a cookie event is triggered, sending information simultaneously to the brand’s server and back to the browser.

    In this case, the data event flows through to Facebook as follows:

    • Event or customer data is entered into a form field or a person clicks on a hyperlink to visit a webpage
    • This triggers a request to the client’s website/server from the web browser to submit information from the form field or load the landing page
    • As the form is submitted or landing page loads, the pixel event is triggered and the Facebook pixel (installed on the webpage) loads on the browser, sharing the event data with Facebook
    • When anti-tracking defaults are enabled or cookies are deleted too soon, the browser will no longer be able to share this information to ad platforms or allow for retargeting.
    • Facebook’s Conversions API was built to help you keep pace with these browser updates and allow you to continue driving business outcomes by using information you control, rather than relying on data from a browser.
    After Facebook’s Conversions API is implemented, a direct channel for pixel events is established between the client server and Facebook (see diagram 2 below):
    If consumers use Facebook’s privacy tools such as Off-Facebook Activity to limit how your data is shared, these choices will be honoured by the new CAPI tool.

    Further benefits of the Conversions API include:

    • Controlling the data you share and when you share it. You can decide what data is shared with Facebook and when, and include more meaningful data about your users.
    • Strengthening how you share data with Facebook. Ensure the reliability of the data you share by sending it directly to Facebook, instead of relying on browser-based methods that may be susceptible to crashes or connectivity issues.
    • Enabling full funnel visibility. Get a better picture of your customers by leveraging more data sources, such as CRM data, lower funnel events including qualified leads, or multi-site conversion paths.

    To sum up the difference between the API and pixel, with the API, the event fires from the client server and is passed back to the Facebook server rather than from the user browser (as is done with the pixel).

    So, what is CAPI?

    In light of a changing ads ecosystem that is increasingly focused on ensuring data privacy, web browsers are beginning to implement changes that will significantly impact websites’ ability to share data with digital analytics and advertising service providers.

    Facebook’s Conversions API (CAPI) is a revamping of what Facebook previously called Server Side API (SSAPI). Server Side API has been around for a while and was a code-heavy option that allowed brands to create custom actions/events that could then be passed from a site’s server to Facebook for attribution.

    What does CAPI do? 

    Conversions API builds on the benefits of SSAPI while adding new integrations and partner apps to simplify the installation process. It is intended to improve the tracking of data that is sent from your site to Facebook to provide better insights and learnings of your campaigns.  

    Why do you need to use CAPI?

    We already know that many people browsing the internet use ad blockers or pixel-blocking extensions on their web browsers. 

    These block Facebook ads from being able to track the performance of the ads to attribute sales to the ads being served to a user. 

    We know that over the next two years the ability to attribute these actions effectively is going to continue to diminish, as browsers begin to phase out cookies. However, while ad blockers (and browsers) block cookie data from being passed on the browser side, they do not have a way of blocking the data that is passed on the server side. 

    So CAPI will only become more valuable in time to be passing this data from your server.

    What makes CAPI useful?

    The most useful cases for implementing Facebook’s Conversions API will be the opportunity to improve the quality of your data and ad performance overall. 

    Facebook now states that the ROI of implementing CAPI is a 150% improvement in comparison to campaigns that only convert for traffic (clicks), which will eventually be an ad buyer’s only option without the implementation of CAPI. 

    What’s the difference between the Pixel and the new Conversions API?

    CAPI is independent of the FB pixel but for right now it is best advised to use CAPI in conjunction with the browser based pixel to send the same conversion events (e.g., ‘add to cart’ or ‘purchase’). 

    Keep in mind that a redundant setup requires event deduplication. This is automatic with the Shopify implementation but will need to be custom coded in all other implementations.  

    So how do you implement CAPI using the Shopify Integration:

    you can now set it up in just a few simple steps, which can be found here:

    https://www.shopify.com/facebook-instagram

    and here:

    https://help.shopify.com/en/manual/promoting-marketing/analyze-marketing/facebook-data-sharing

    See “Choosing Facebook’s customer tracking level” –> select “Maximum” to begin sending data via Conversions API

    With this new integration, we recommend implementing as soon as possible so we can get ahead of the pixel blocks.

    Step 1: From the home screen of your Shopify store, click on the applications tab and install the new Facebook Sales Channel Application. 

    Step 2: You will be prompted to enter your individual Facebook user login information in order to proceed. 

    Step 3: Shopify will confirm that you want to bring Facebook into the Shopify platform.

    Step 4: in this step, you will want to verify each of the assets that you are bringing into Shopify through the Facebook sales channel app. If you manage multiple assets, select through each asset drop down to ensure the correct asset has been selected.

    Note: Ensure that the Automatic Advanced Matching is turned on. This will save you steps later on and ensures Shopify is passing all relevant customer data to Facebook for user match purposes.

    Step 5: In this step, go through and decide which functions and features Shopify will have access to. In this instance we have all functionality turned on to allow us to manage FB account activity right within the Shopify platform. This is also relevant in order to set up Facebook & Instagram Shops later on. 

    Step 6: Once the Facebook Sales Channel App has completed set up, hop on over to settings. From here we will then proceed to the data settings where we can enable CAPI. 

    Step 7: Once you are in the data sharing setting, we will need to verify 3 things:

    • Ensure that tracking is enabled.
    • Select Maximum as it combines all data-tracking options and initiates the Conversion API.
    • Confirm is that the correct pixel is connected within the app. If this is not your pixel, you can disconnect it and it will prompt you to connect the correct one.

    Note: Once these pieces are confirmed, you may notice that the purple confirm button is still greyed out. If this is the case, you will need to go to the Commerce settings in the middle column to accept Facebook’s commerce terms and conditions. Once done you should be able to proceed with confirming the data sharing settings.

    Step 8: Once this has been activated and confirmed – you are all set! You will, however, need to return to the home screen and click on the Shopify Preferences tab (this is where the Universal Pixel ID is placed). Remove it and save the settings.

    Note: if you originally hardcoded the Facebook pixel into your Shopify site, it is at this time you will want to remove that code from all applicable liquid or theme pages. Not doing so will cause events to be double counted.

    Is it compulsory to set up CAPI?

    In short – no, not yet. But it will be at some stage in the near future.

    However, we’re already seeing improved results from implementing CAPI now, so we do recommend it.

    Need help with your Facebook ads?

    Our team are experts at using Facebook ads to generate traffic and sales through your eCommerce store.

    If you need help with this in your own business, please click the button below to book in a free strategy session with us.

    How To Set Up Facebook’s Conversions API (CAPI) On Your Shopify Site

    CONTINUE READING

  • Fun & Memorable Christmas Marketing Ideas

    With Felicia Rusher from I Still Call Australia Home

    Fun & Memorable Christmas Marketing Ideas

    eCommerce stores that have a great selection of products and a solid Christmas marketing strategy have always seen a surge in revenue throughout the holidays, and 2020 will be no different.

    In fact, with customers around the world turning to online shopping right  now for all their gift-giving needs, the 2020 holiday season is set to be the most lucrative yet for eCommerce.

    But don’t rejoice just yet, because the competition for customers will be fierce.

    Just listing some Christmassy products on your store is not enough. We can’t just expect people to turn up on our virtual doorstep, wallets in hand… 

    We need to plan our Christmas marketing to help bring people to our stores and give them a reason to buy.

    This week on the show, I’m joined by a guest Felicia Rusher, owner of eCommerce boutique I Still Call Australia Home

    During the episode, we take a deep dive into her 2020 Christmas campaign, which she actually launched in July this year and is still rolling out. 

    Oftentimes, people think of marketing as being just Facebook ads or Emails or social media content, and they treat them all completely separately. 

    Whereas what you want to do is think about the creative concept or idea for your campaign first and then think about how you can communicate that concept to your audience through those different channels.

    Felicia has been able to do such a brilliant job with this campaign and I really want you to listen to how she’s gone about it so that you can learn from her and take the ideas into your own business.

    And let me tell you, this approach to your marketing campaigns really, really works! 

    Despite the fact that Felicia lost a big portion of her market with Covid, thanks to tourism and international business travel effectively grinding to a halt, her sales are still up by 50% compared to last year! 

    And she’s still got the busiest time of her Christmas sales still to come.

    Listen now.

    Don’t miss the 50% off deal on my Black Friday training blueprint…

    Want to learn how to run a successful Black Friday promo? One that’ll build your audience AND generate an absolute truckload of sales in just 4 days?

    Rather than waste time trying to figure this out alone, grab my Record Breaking Black Friday Blueprint training at 50% off!

    Normally $197, you can get your hands on this for just $97! So now’s the perfect time to jump on this deal 🙂

    Get instant access here now.

    (No coupon required.)

    Next, be sure to head to our Rockstar Productpreneur community to ask your #askcatherine questions! I can’t wait to hear them.

    Subscribe & Review in iTunes

    Are you subscribed to my podcast? If you’re not, I want to encourage you to do that today. I don’t want you to miss an episode. I’m adding a bunch of bonus episodes to the mix and if you’re not subscribed there’s a good chance you’ll miss out on those. Click here to subscribe in iTunes!

    Now if you’re feeling extra loving, I would be really grateful if you left me a review over on iTunes, too. Those reviews help other people find my podcast and they’re also fun for me to go in and read. Just click here to review, select “Ratings and Reviews” and “Write a Review” and let me know what your favorite part of the podcast is. Thank you!

    Links mentioned in this episode:

    FREE eCommerce Campaign Planning Guide & Template

    Free Rockstar Productpreneur community

    I Still Call Australia Home website and Facebook 

    Other Ways To Enjoy This Episode:

    Read the Transcript

    Listen on iTunes

    Listen on Spotify

    Fun & Memorable Christmas Marketing Ideas

    CONTINUE READING

  • How to not panic when Facebook changes things!

    (& Your Ads Stop Working…)

    How To Not Panic When Facebook Changes (& Your Ads Stop Working)

    As I record this episode in mid October 2020, a lot of people are talking about their ad campaigns on Facebook and Instagram are suddenly not converting the way they normally do. 

    Some brands have had long-standing campaigns that have always converted really well and really profitably, have suddenly tanked. They’re not converting as well as they used to.

    People are noticing and complaining about big drops in Return On Ad Spend (ROAS).

    So what is going on???

    In any year – Q4 can be a bumpy ride if you’re not prepared…

    Q4 is generally the most expensive quarter for ad costs. We’re in the lead up to Black Friday and Christmas, lots more advertisers are on the platform bidding on a finite amount of ad space, so that level of competition will always drive costs up a bit. 

    This year, we don’t just have Black Friday and Christmas enticing businesses to spend money on ads on the platform. There are also major elections happening in the USA and elsewhere around the world. Political parties are spending a TONNE of cash on ads right now. Apparently the Trump campaign is spending a million dollars a day on Facebook ads, and Biden’s campaign is spending many times more than that. So that extra competition for ad space also pushes costs up for the rest of us.

    But there’s a LOT more to it than that…

    Listen as I share the 5 reasons your Facebook Ads aren’t working AND what you can do about it!

    Listen now.

    Next, be sure to head to our Rockstar Productpreneur community to ask your #askcatherine questions! I can’t wait to hear them.

    Subscribe & Review in iTunes

    Are you subscribed to my podcast? If you’re not, I want to encourage you to do that today. I don’t want you to miss an episode. I’m adding a bunch of bonus episodes to the mix and if you’re not subscribed there’s a good chance you’ll miss out on those. Click here to subscribe in iTunes!

    Now if you’re feeling extra loving, I would be really grateful if you left me a review over on iTunes, too. Those reviews help other people find my podcast and they’re also fun for me to go in and read. Just click here to review, select “Ratings and Reviews” and “Write a Review” and let me know what your favorite part of the podcast is. Thank you!

    Links mentioned in this episode:

    Podcast episode – How To Run A Killer Black Friday Promo

    Free Rockstar Productpreneur community

    Other Ways To Enjoy This Episode:

    Read the Transcript

    Listen on iTunes

    Listen on Spotify

    How To Not Panic When Facebook Changes Things (& Your Ads Stop Working!)

    CONTINUE READING

  • How To Build A Premium Brand

    With Kristy Rigby from Babiators Australia

    How To Build A Premium Brand

    Learning how to build a lucrative, profitable business without the need for constant discounting is the holy grail of business I reckon!

    And it’s not something that comes easily or naturally to many.

    I see SO many online stores and brands reaching for discounts and incentives on a constant basis. Because it’s the only way they know how to generate a hit of sales.

    Then when the promotion ends, the sales drop right back down. And that feels scary, like no-one will buy from you without that incentive in place.

    But it doesn’t need to be like that! 

    As Kristy shares, learning exactly who her ideal customers are, what customers value and how to communicate that to them, is absolutely key. 

    Listen as Kristy shares exactly how to build a premium brand, without the need for constant discounting. 

    We also discuss things like:

    • What do you do when things stop working? How do you get past that and keep growing? 
    • Numerous examples of strategies that have worked really well to help Kristy grow her 7-figure business.
    • And much much more…

    I recommend grabbing a pen and notepad for this episode! Kristy shares so many nuggets of gold – I know you will want to take notes 🙂 

    Listen now.

    Don’t miss the 50% off deal on my Black Friday training blueprint…

    Want to learn how to run a successful Black Friday promo? One that’ll build your audience AND generate an absolute truckload of sales in just 4 days?

    Rather than waste time trying to figure this out alone, grab my Record Breaking Black Friday Blueprint training at 50% off!

    Normally $197, you can get your hands on this for just $97! So now’s the perfect time to jump on this deal 🙂

    Get instant access here now.

    (No coupon required.)

    Next, be sure to head to our Rockstar Productpreneur community to ask your #askcatherine questions! I can’t wait to hear them.

    Subscribe & Review in iTunes

    Are you subscribed to my podcast? If you’re not, I want to encourage you to do that today. I don’t want you to miss an episode. I’m adding a bunch of bonus episodes to the mix and if you’re not subscribed there’s a good chance you’ll miss out on those. Click here to subscribe in iTunes!

    Now if you’re feeling extra loving, I would be really grateful if you left me a review over on iTunes, too. Those reviews help other people find my podcast and they’re also fun for me to go in and read. Just click here to review, select “Ratings and Reviews” and “Write a Review” and let me know what your favorite part of the podcast is. Thank you!

    Links mentioned in this episode:

    Get 50% Off my “Record Breaking Black Friday Blueprint” Training Bundle

    Free Rockstar Productpreneur community

    Babiators Australia website, Facebook and Instagram

    Mums Toolbox

    Other Ways To Enjoy This Episode:

    Read the Transcript

    Listen on iTunes

    Listen on Spotify

    How To Build A Premium Brand

    CONTINUE READING