Posts on topic: Analytics

Tips, hints and ideas for success selling online by eCorner


eCorner eCommerce Blog

 

eCorner eCommerce Blog

Selling online is a great subject to write about as it is constantly changing and evolving. Each month new start-up businesses bring in new ideas. There are lots of opportunities to improve your online business for B2B or B2C.

If you have any questions about eCommerce try our FAQs and Ideas Center or just send us a comment or email.

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Wagtail Shopping Cart Recovery Beta

eCorner Wagtail Analytics and ReportingThe Wagtail Cart Recovery system is available for all customers using the Wagtail Pro Plan and above or who are using the eCorner Large Package. The Wagtail Pro Plan ($88.00 inc GST per month) can be added to any of the eCorner website packages. Your existing Wagtail service can be upgraded to the Pro Package without any other changes.

eCorner provides each customer with access to the Wagtail Analytics and Reporting system (Wagtail). There are multiple plans available in Wagtail from the Free plan to Premium plan.

NOTE: Although currently in Beta, Wagtail Cart Recovery system will be available to all customers, that meeting the requirements, very soon.

Description

The Wagtail Cart Recovery system allow you as the merchant to initiate emails to be sent to an individual that has visited your website. The visitor must add items to the basket and must leave an email address.

Wagtails cart recovery system allows emails to be sent to your customers reminding them about recent shopping baskets that have been created. The emails can contain information about the basket such as the products, ratings, cross-sell and other information depending on what settings are turned on within your Wagtail administration.

There are many ways to uniquely tailor the email layout to match your website design, branding and your marketing needs.

Benefits

The unique benefits of the Wagtail Cart Recovery solution are important to understand.

  1. Completed shopping baskets can often be 20% or less of the total baskets created. So being able to track abandoned baskets and then market to those opportunities can deliver many more completed baskets and sales.
  2. The data used is from your shop data base and not stored or sent to some 3rd party system. This means that the data is protected and secure.
  3. You control the communication with your customers.
  4. You can activate and deactivate the cart recovery emails at any time.
  5. The details are maintained in your Wagtail account and can be used to help you understand your website activity.
  6. You can see the connections from other marketing activities like coupons and the flow through to successful and uncompleted baskets.

 

wagtail cart recovery reminder-emailCustomer email

You customer receives the basket and information after leaving the website.

The email allows for your unique branding as well and additional marketing features.

Each item that was in the basket will appear in the email along with the name, attributes and price.

Cross-sell information will appear beneath the basket items if it has been assigned to the products in the basket.

Features

There are a number of features available within the system that will allow you to effectively market your products to your prospective customers who have visited your website and added products to the basket.

  1. Can show product variation attributes (size, colour / etc)
  2. Can show automatic cross selling, the first product in the basket is used for this data. Please be aware manual cross selling won’t show.
  3. Can show the product ratings, the first product in the basket is used for this data.
  4. Order completed checking some does not send emails to customers who have ordered.
  5. Choice of different, prebuilt in advance, templates.
  6. Choice of three different basket layouts.
  7. Can send manual basket emails to customers on top of the normal engagement emails.
  8. Sends three automated emails on three preselected time frames.
  9. Can show only one product in the basket all products in the basket.
  10. Ability for customer to unsubscribed and for you to manage these.
  11. Email tracking to see how many times the customer opened the email.

Requirements

  1. Wagtail Pro or higher account.
  2. Feature turned on in settings and initial setup done.
  3. Customer to progress from the address page and entered valid email address.
  4. You must have your own SSL so your URL must have https://www.domain.com.au.
  5. The email from address is by default set to your shops name @ ecorner.com.au. If you change this setting to use your shops domain you will need to add/update your DNS SPF records to use our mail servers else the emails will get black listed or end up in clients junk mail folders. Our mail servers to add are 202.8.8.1, 202.8.8.2, 202.8.8.3, 125.7.42.220.

Things to consider

  1. If you modify the template or design your own make sure you take a copy of the HTML for backup purposes as we won’t be able to restore it. The normal designs can be restored from there default settings.
  2. Be careful using HTML design editors as they can mess with the custom HTML tags causing the HTML to break.
  3. As per the above there is no design editor, but we give five advanced templates to choose from with a lot of options so should be no need to change HTML only text within.
  4. The baskets / session information is only available for 15 days for security and practical reasons. If the customer clicks the link in the email after this period, they will get an empty basket.
  5. Product ratings and cross selling information is based on the first product in the basket.
  6. Some of the settings such as roll over images will not work on mobile devices and a lot of email system as the feature is not supported.

Instructions

  1. First thing to do is log into Wagtail and go to Settings à general settings and check the settings for Cart abandonment mail from name, Cart abandonment mail address from, Cart abandonment mail address test, Cart abandonment first email, Cart abandonment second email, Cart abandonment third email.
  2. The last setting is Enable cart abandonment and if you enable this the baskets will start sending out so only enable this setting once you are ready.
  3. Now it is time to setup the email content so goes to Cart abandonment à Cart manager.
  4. Here you can choose between five different templates and settings. Each template with have predefined settings setup but you can change them depending on how you want the basket displayed.
  5. When you load in a template it will only put the HTML in the first follow up email box. If you are going to send multi emails copy the HTML and put it in the other two HTML boxes.
  6. To preview the email or to send a test email you will need to enter in a basket id in the Preview basket id box. You can get this by going to your shop and adding a product to the basket and then going into the basket. Look at the URL and take the number after ObjectID=. Keep in mind these are only valid for 15 days.
  7. After you have setup the HTML emails and happy you should enable it in general settings. When the emails start sending out they will be recorded in the overview report.
  8. In the overview report you will see the status of each basket email that went out. From each stage to the order been completed or the client has unsubscribed, so the email did not go out. IF an order was placed after the email was sent this will be recorded and no more emails will be sent.
  9. You can view the contents of the basket by clicking the basket icon next to each record. If the basket was turned into an order you will see the order details. You can also send manual emails to the customer by click the envelope icon. This icon will go away if the order was completed, they unsubscribed, or the basket was abandoned.
  10. We mark baskets as abandoned after 30 days if no order was placed.
  11. You can manage unsubscribed customers in the unsubscribed report. If a customer was added by mistake you can delete the record or if a customer does not want anymore emails you can add then in manually.

Templates codes

Code

Purpose

[preheader]

Displays the preheader text.

[SHOP_DOMAIN]

Your primary domain on the shop.

[VIEW_ONLINE]

Displays the link you customers would need to click on to view the HTML emails online.

[UN_SUBSCRIBE]

Displays the link your customers would need to click on to unsubscribe from the HTML emails.

[NumOrders]

Displays how many orders where played in the last 24 hours.

[NumOrdersSuffex]

Displays person or people depending on the number above.

[SUBJECT_LINK1]

Displays the subject depending on which engagement is been used.

[BIGPRODUCT_LINK]

Displays for the full link to the medium large image from your shop.

[BASKET_LINE_ITEM_DATA]

The basket line item data.

[CUSTOEMR_REVIEW_DATA]

The customer rating information data.

[PRPRODUCT_LINK]

The product rating link for the first product.

[PRODUCT_LINK]

The full link back to the shops product.

[BASKET_LINK]

The link back to the shops basket.

[LINEITEM_GRANDTOTAL]

The grand total value for the basket.

[FIRST_LINEITEM_SKU_NAME]

The first product in the baskets name.

[FIRST_MANUFACTURER]

The first product in the baskets manufacture.

[CROSS_SELL_PRODUCT_DATA]

The cross selling information data.

[BACKGROUND]

Displays the background code from the editor.

[TABLE1]

Displays the table 1 code from the editor.

[TABLE2]

Displays the table 2 code from the editor.

[TABLE3]

Displays the table 3 code from the editor.

[FOOTER]

Displays the footer code from the editor.

[font1]

Displays the font 1 code from the editor.

[font2]

Displays the font 2 code from the editor.

[font3]

Displays the font 3 code from the editor.

[font4]

Displays the font 4 code from the editor.

[COUPON_CODE_1]

Displays the coupon 1 code from the editor.

[COUPON_CODE_2]

Displays the coupon 2 code from the editor.

[COUPON_CODE_3]

Displays the coupon 3 code from the editor.

[colour5]

Displays the colour 5 code from the editor.

[colour6]

Displays the colour 6 code from the editor.

[BASKET_TEXT]

Displays the basket button text.

 

Example Screenshots

Summary of Cart Recovery Activity

admin-head

Detail Cart Recovery Screen

admin-detail

Manage email content by basket

admin-email

Manage the email style

admin-panel1

Manage email template code

admin-email-detail

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Renovate or Move Your Digital Business

digital-renovation-blog

Every week we have new customers come to eCorner, some have never had a website or online business before and for them it's the beginning of a long and challenging journey.

For those that have a website and an online business and are re-platforming, we often find that they are not prepared for the change that is coming to their business and have made a snap decision to change without fully considering the implications.

Of course we never like to turn away a new customer but we always ask these questions to ensure they are making the right decision and will get maximum value from their move to our platform.

 

Why do you want to change?

 

Sometime the answer is vague and this can often mean that the change has not been fully thought out.

 

"Change is as good as a holiday? Not always…"

 

A good parallel to draw is a home owner that needs to up-size (or down-size). Families outgrow the family home and need more space, comfort or a different location, or maybe it is retirement time and you are down-sizing.

When this happens it is a huge decision and impacts all the family. It can be time consuming and expensive. Mistakes in the process or bad decisions can often be life changing or cause ongoing problems for the whole family.

On the other side of the coin it is also very exciting. Moving to a new neighbourhood, suburb or city can open up new opportunities. Moving in to that sparkling new house with all the new space and fittings can be a buzz.

It is a decision that takes analysis and planning and not one that it undertaken lightly - do you move, renovate your current home, or is it better to just stay put. The choice often depends on a number of factors like availability, time, cost and life-style impact.

Moving also invariably comes with a long list of things to do like change of address, change phone, internet, digital services, power, water and the list goes on.

Bottom line: it’s a major decision that needs careful consideration. Moving your online businesses home should be considered just as carefully.

 

Renovate or Move Your Website?

 

Consider that your website is just like the digital home of your business. When it comes to a decision to change, the impact can be as lasting as changing your family home. You need to look at the options and ask the right questions to ensure you aren’t making the wrong decision or missing some critical factor in your decision making process.

Once you feel you have all the information then build a plan that will help you transition through the change. You may find once you’ve done your diligence that a move isn’t the right option and you should simply renovate your online home or leave it as it is and focus your efforts elsewhere.

If the decision is to move (i.e. build a new website), then your plan becomes the core of the process with all your key information, including all the necessary requirements that can be provided to the companies that can build your website.

 

Why Change?

 

This is really an important question to ask as change is not always your friend.

If you are a business owner or manager then you invariably get pounded with emails and calls from SEO and Digital Agencies telling you how bad your website is and how “easy” it would be to rebuild. This should never be the reason why you change websites, building a new site is never “easy” (or cheap) and there are a range of flow on issues that should be considered in formulating your plan.

The key reasons to change are in general a need for new features or some failure in your current site.

Main reasons for change:

  1. Website has failed or has been hacked or lost (or you have concerns about the security of your data)
  2. Need to support or integrate 3rd party systems like accounting or ERP software
  3. Desired feature not available on your current platform
  4. Customer cannot easily navigate the website
  5. Exceeded the existing website capabilities
  6. Business downsizing - current website is too expensive
  7. Cannot manage or update the website
  8. Design and user experience out of date
  9. Website is not mobile friendly
  10. Current supplier is too hard to work with or support is not available when needed.

The downsides of changing should also be considered.

There is a risk with any site change that your search rankings will be lost or reduced, content may be lost or not be able to be migrated to the new site and there will likely be a huge investment of your time both as part of the build process but also to learn the new system and change your business process to adopt the functionality of the new platform.

 

Plan for Change

 

The first consideration that you need to make is to build a simple plan to cover the change process. This way nothing will be missed and your decision to renovate, move or do nothing will be much easier.

There are some key questions that you can ask and you should consider all stake holders involved in the process.

Who are your stakeholders:

  1. Your customers who use the site and support your business
  2. Your internal staff who manage the business
  3. Your existing website service provider
  4. Your key suppliers and partners
  5. Technology providers integrated to your systems (i.e. payment providers, shipping providers, accounting software etc)

Once you establish the list of people that can impact (and will be impacted by) the change then you can get their input which will help make the process (project) simpler.

 

"If it’s not broken then don't fix it..."

 

Don't laugh! The first and most important thing to consider is do you need to change at all.

If your website or online store is delivering results then changing it may negatively impact the business. You can use your website analytics to determine how your website is performing.

Website performance is often thought of as how many people find your website but in reality that is generally more about marketing and search engine optimisation. The website's performance is really about what people do once they find your website, how many become buyers or customers and are the business results meeting expectations.

For example, if you're concerned you aren’t selling enough but your statistics show that a large percentage of users on your site buy products (i.e. high conversion rates). Then problem to fix isn’t likely to be the site itself, but the way customers are find or are driven to your site. Then your time and money may be better spent reconsidering your marketing strategy or on a new pay-per-click campaign (like Google AdWords).

If you know what is being achieved then you can set targets for improvement in your plan, and that can be communicated to your stakeholders, to ensure that any changes you make are for a purpose which is measurable.

 

Where do you start?

 

My advice is to start by talking to your existing web developer or web service provider.

You've likely already committed time and money on your current site, and making your existing website more modern or improving user experience may be much more simple and less expensive than a full rebuild. Just like renovating a bathroom or adding a bedroom versus moving house it will come with a far shorter list of things to do and also have less risk of failure.

There are situations where the previous web developer has disappeared or gone out of business, or maybe the existing website has been a catastrophic failure. So the only real alternative is to start from scratch.

What questions do you need to answer?

  1. What is my budget? (Consider both the cost and time involved to change)
  2. What do you like with the current website?
  3. What do you dislike or want changed?
  4. What features or capability do you want added?
  5. What other websites do you like in the same business area as yours?

Consider seeking feedback from your customers as part of this process, that will allow you to ensure it isn’t just your potentially ‘bias’ view of the site that is incorporated but also the needs/desires of your customers become the core of the build process.

 

What’s next?

 

Once you have developed your plan for the future of your website, there will likely be an obvious answer to whether you should move, renovate or do nothing.

If not, having conversations with your existing provider and other similar providers in the industry will help you analyse your plan and determine your next steps.

We, as a provider, will never advise someone considering a change to their online store that it will be a "quick, easy process", nor that it will be risk free. Unfortunately, not all providers and agencies in the industry are as unscrupulous. So ensure you take all advice with a grain of salt, and are comfortable with your decision before you move forward.

By having a plan and a clear view on the objectives, costs (both money and time) and risks of the change, it will ensure you make the decision for the right reasons not because the grass is greener on the other side of the digital fence.

 

How can eCorner Assist help?

 

If you are planning a change and want some help or don't know where to start then the eCorner Assist team has services available that will help you review your existing website.

 

ecomm-ecassist-top-smaller450

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Whats happened to Wagtail?

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Wagtail Analytics and Reporting has had a make-over

You may have noticed that Wagtail looks different. We have been working on a new version of Wagtail for sometime and released it to production today. The new version comes with some impressive new features and reports. But importantly we have enhanced and updated the technology for charts so that they will now be faster and smarter.

Let take a quick review of some of the new features.

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