OUR THINKING

Together, we are unstoppable. Let’s raise each other up! Here are five women in ecommerce who inspire us.
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Kristy Chong — Founder of ModiBodi

In 2013, Kristy Chong, an Aussie mother of four, founded Modibodi — a company that specialises in period and incontinence-proof underwear. Kristy initially came up with the concept in 2011 while training for a marathon and experiencing light incontinence. Her frustration led to the creation of a successful product that has sold over 1.5 million units.

In 2022, Modibodi was acquired by Sweden’s Essity for $140 million.
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Kate Morris — Founder of Adore Beauty

The face behind the powerhouse beauty business, Adore Beauty, Kate says succeeding in business is about having choices about how she wants to live her life, and having opportunities to make a difference in the world.

First launched in 2000, Adore Beauty now wracks up over $100 million in revenue each year.
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Julie Mathers — Founder of Flora and Fauna

Founder of sustainably focussed ecommerce store, Flora and Fauna, Julie believes that businesses should take responsibility for making a positive impact, as they have the power to create change faster than the government.

Her store offers shoppers a range of cruelty-free, vegan, eco-friendly and all-around sustainable products to help them lead a better life.
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Hannah Spilva & Verity Tuck — Founders of LVLY

LVLY (pronounced Lovely), was founded in 2015 by Melbourne-based Hannah Spilva and Verity Tuck — a unique flower delivery business that aims to keep loved ones connected.

The company grew by a massive 629.9% between 2018-2021 and was recently acquired by tech firm Limitless Technology for $35 million, providing its founders with a hefty handout of $20 million.
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Zoë Foster-Blake — Founder of Go-To Skincare

Zoë founded beauty company Go-Too Skincare in 2014, out of frustration with the complicated and often misleading skincare industry. She aimed to create products that were both effective and trustworthy.

In the space of just eight years, the once small startup exploded into a beauty empire worth A$177 million.

Neglecting Customer Reviews

Stats show that 91% of people will read customer reviews on a website.

What does this mean for you?

Positive reviews improve the trustworthiness and reputation of a business, which can increase click-through rates, website traffic, and ultimately, search engine rankings.

Keep in mind that your Google Business profile merges reviews from different locations, so one bad review elsewhere can impact your total score. So, ask for those reviews. Respond within 48 hours. Give those reviews some love.
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Weak Product Descriptions

You may not be as optimised for your customer’s search terms as you think you are. If you have only a little bit of text, and if you tend to favour your own brand description of your product category (rather than what people generally call it), you may be missing out.

Remember, search engine crawlers sift through your content to determine if your page is relevant for the searcher. So, your word choice matters. Only write quality descriptive content that helps your customers make better purchasing decisions.
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Using Non-Unique Headings

It's important to make your page headings (H1s) unique to target the relevant info your customer might be searching. One effective formula is the "brand-model" H1 recipe, which involves structuring your H1 as follows: Brand - Model - Item Type. For instance, "Nike Air Walkers – Women’s Size 8”

Keep in mind, keyword research goes a long way when it comes to determining what your customers are looking for, and this can influence your H1 recipe.
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Optimising for the Wrong Terms

Don't rely solely on your own assumptions about how people search, or you may end up optimising for terms that no one is actually searching for. To find the right keywords, use a keyword research tool and focus on finding keywords that have high search volume and are easy to rank for, then naturally weave them into your website.

HOT TIP: Don’t be afraid to target harder keywords. If you have enough backlinks and enough domain authority, go for it.
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Poor URL Structure

If your URLs are long, confusing, or contain random strings of characters, search engines may not be able to accurately determine what your pages are about. As long as the product title is well-optimised, that’s a great starting point.
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Excessive Duplicate Content

Similar content across a website can confuse search engines and make it difficult for them to determine which page to rank for a particular search query. This can lead to lower search rankings, decreased organic traffic, and ultimately, fewer sales.

For Shopify, this requires a specific technical fix so reach out to us if you need a hand.

We get it — SEO is tricky. If you need some help or advice, reach out. We’re here to help.

Remarketing Lists for Search Ads (RLSA) is a Google Ads feature that lets you target your ads towards people who looked at products on your site but weren’t ready to buy at the time, so they’re still searching online.
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How does it work?

Like any other remarketing option, you first need to have your remarketing tags configured on your Shopify site. This lets you create specific remarketing audiences, depending on what visitors have done on your site.

Then, through RLSA, you can add these remarketing audiences to your campaigns and target them with specific ads when they perform a search on Google again.
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But how do I use RLSA to outsmart my competitors?

Here’s the juicy bit.

Use a keyword tool like Google Ads Planner to identify the keywords that your competitors are bidding on and determine which ones are most relevant to your business.

From here, you can bid on these keywords (sometimes aggressively), so that when your remarketing audience searches for these terms, your ad appears above your competitors.

Clever, right? *chefs kiss*

It could be the difference between winning big or going home empty-handed. So, want to optimise your Facebook catalogue in just a few clicks? Here’s how.
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Keep your Facebook product catalogue up to date

Regularly monitor your Shopify alert panel and address any product feed errors as soon as they pop up to make sure that your products are always visible and properly displayed. Errors are not your friend.
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Prioritise image quality for maximum impact

The key thing to remember is Facebook doesn’t care what size or shape your images are on your website—it’s going to post them in its preferred 500x500 ratio, regardless! So, it’s a good idea to use this ratio for the images on your site too, which will mean it’ll flow through nicely to Facebook.

Better to be safe than sorry.
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Organise like a pro

Product categories can be a little fickle and sometimes things get messy. The best option is to opt for a tool like Datafeedwatch which will help you create a clean and accurate product feed that meets the requirements of both Google and Facebook.

Don't settle for inaccurate classifications when you can make the most of these powerful tools.
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Choose your words carefully

Strip away any special characters or unique elements from your text. Make sure that the vendor field (which is what maps to the Google “Brand” field and Facebook’s “Brand name” field) is updated with the brand of the product.
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🔥 HOT TIP

Maximise your content's impact by avoiding keyword-stuffing, checking for errors in spelling and grammar, and prioritising the most important information like price, product details, and availability.

SEO

An effective strategy for driving traffic to your website is to use Paid Ads to target relevant keyword searches before achieving organic rankings.

Better yet, you can test the purchase intent of these keywords to determine which ones convert best.
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Social Media

Platforms like Facebook and Instagram can amplify your influencer outreach and user-generated content efforts by leveraging already successful organic posts as Paid Ads.

Plus, you can add targeting to reach specific audiences based on demographics, interests, behaviours, and more.
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Email marketing

Encouraging email list sign-ups through Paid Ads can help boost website traffic and generate potential leads. And if you know how many emails you need to get in order to acquire a new customer, you can scale exponentially 🤯

Paid ads can also generate leads specifically for giveaways and quizzes to build email lists. Those who engage with the ad are then retargeted in future campaigns.

It’s a gift that keeps on giving.

Shopify just launched personalised checkout experiences for your customers

Shopify has just launched some awesome new features that allow developers to provide e-commerce brands with an even more personalised and customised checkout experience.

Here’s our top two ⬇
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Discount Codes & Gift Cards

The Discount Code and Gift Card APIs allows brands to give their customers the ability to use their gift cards or discount codes directly at checkout.

They can now receive immediate confirmation that the discount has been applied to their purchase.
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Custom Checkout Messaging

The updated Storefront API provides easy access to product information, recommended products and more, enabling developers to enhance the checkout experience by providing personalised checkout messages.

"Thank you for purchasing one of our eco-friendly products!"
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Plug your Shopify Store into YouTube for extra sales

You can now sell your products on YouTube with YouTube Shopping in three ways…

1. Live streams: tag and pin your products at key points during a livestream
2. Videos: show a curated list of products in a product shelf below on-demand videos
3. Store tab: feature your entire selection of products under the new tab added to your YouTube channel
   

Connect your Shopify Store to YouTube, complete the set up and sync your products to make sure your stock is always up to date.

As a growing business and independent brand, this format is an opportunity to connect with buyers at scale. It’s ideal when you have a new product available, limited edition releases or special offers that will get your customers really excited.
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Connect your Shopify Store and sell through Facebook

Want to sell your products through your Facebook Business page? Then here’s what to do…

1. Login to your Shopify Account
2. Add your Facebook Business Page as a Sales Channel
3. Add a Facebook pixel in your Shopify admin.
   

Make sure that you have a Facebook ad account and Facebook Business Manager. You have to be the admin of both the Business Manager that owns a specific Facebook Page and the Facebook Page itself to connect it with the Facebook channel in Shopify.

Now you can:

1. Add your products to make them available on Facebook Shop
2. Market your products using almost all of Facebook’s ad types
3. Customise your Facebook shop
   

Best of all, you can run dynamic remarketing ads. These usually drive the highest ROAS of all campaign types. It’s where ads are shown to a user on Facebook based on the specific product pages that they viewed on your website.

Once the process is complete, customers will see a ‘shop’ tab on your Facebook Business page and your products will be available for people purchase on your Facebook shop.

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