Want to sell online?

Make sure you read this first!

E-commerce is a common word nowadays so, how hard can it be? I know! You’re all excited about your product, you’re convinced people are going to be all over it and cannot wait to start selling it.

However, having a great product doesn’t mean marketing it will be easy and more often than not when a campaign is not successful it all comes down to the initial setup.

This might sound daunting and you probably weren’t even thinking about it, but don’t worry, you’ve come to the right place! Here’s Launch Online’s comprehensive checklist to set up your campaigns and get them ready for great success >>

E-commerce setup

1- Use Google Tag Manager

Google Tag Manager is a free tool that will make it easy for you to add and update website tags such as analytics and conversion tracking and remarketing for platforms like Google Analytics, Facebook and Bing without needing a developer to go under the hood of your website, saving you time, hassle and money!

Follow Google’s own easy step by step guide to install tag manager on your site by clicking the following link: Google Tag Manager FAQ. But don’t go anywhere just yet, as there’s more you need to know!

2- E-commerce tracking

When using Google Tag Manager this is done through a JavaScript data layer which sits on the checkout confirmation page. This data layer allows you to capture purchase activity on your website, these variables are then pushed into analytics and Adwords for you to analyse.

E-commerce tracking will not only enable you to see users’ behaviour i.e. when users added items to the cart or started the checkout process and haven’t finished it, and when they completed a purchase, but also to recognise the average order value, conversion rates and more. This information will be particularly useful to create dynamic remarketing campaigns and taking well-informed decisions on your future marketing efforts.

See here Google’s guide to installing E-commerce tracking on your site – we recommend your web developer does this unless you are a coding geek!

3- Processing payments

One of the biggest challenges any E-commerce faces is accurate conversion tracking, often payments are processed with help of other platforms like Paypal, which means users leave the website to pay. If the payment platform is not correctly set up, your customers won’t come back to your website after they completed the transaction, and therefore won’t count as a conversion on your tracking tools. That means you won’t know where that conversion has come from and it won’t appear in Google Analytics.

So remember, if users are redirected to an offsite platform to complete the checkout, they MUST come back to the site to count as a conversion. Even though this can sometimes be tricky to implement and will probably need the attention of a developer, it’ll mean that the information you’re looking at on your reporting tools is real and truly useful at the time of reporting on the success of your campaign!

e-commerce setup

4- Use Google Shopping

Google Shopping allows users to swiftly and effortlessly find your products on Google. Using this platform your business will not only attract more potential buyers but will also show your products to users that are actually shopping around. This means the customers get to see relevant and current items they’re looking for and you get to sell more. Happy days!

This platform is currently available in Australia, Austria, Belgium, Brazil, Canada, the Czech Republic, Denmark, France, Germany, Italy, Japan, Mexico, Norway, Poland, the Netherlands, Russia, Spain, Sweden, Switzerland, Turkey, the UK, and the US.

To be able to display your products on Google Shopping, they need to be put into a data feed that goes through to Google Merchant Centre – there are specific fields set by Google which must be complete in order for the feed to be approved. This includes barcodes, proper titles and descriptions, images etc.

But wait! Data feed? Merchant centre? Barcodes? Don’t panic if you’ve got no idea what I’m talking about. Setting up Google Shopping is fairly easy if you follow this guide by Google. It is a pay per click advertising system, the days of it being free are long gone! If this is all gobbledygook then get in touch with us as we are certified Google Shopping specialists.

5- Speed up your site!

(last but not least!)

Nowadays the number 1 device people use to do their shopping is…?? Yes, you guessed it: mobile devices. For this reason, you have to ensure your website is optimised for mobile users. But, what does optimised mean? Well, to put it quite simply: It should be fast and easy to use.

Sounds easy right? Even though it should be, this is not always the case. Luckily there are many free tools that can help you determine if your site is mobile friendly and will make it easy for you to identify what you can improve and even how to improve it!

Here’s a complete guide by Google on how to secure a mobile-friendly site.