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SHOP Marketing

 

Google Analytics reports 

Would you like to learn more about your customers? With Google Analytics, you can:

  • Get detailed statistics about your traffic sources
  • Track metrics like page views and bounce rates (how quickly people leave your website)
  • Measure conversions and sales
  • See search keywords that your customers use to land on your site
  • Use remarketing to reconnect with people that visited your store

Connect your Online Store to the free and powerful Google Analytics to have access to lots of stats and get insights into how your customers find and use your store.

 

If you already have a Google Analytics account, you can proceed to the next section.

If you don’t have a Google Analytics account, follow these steps first to create it:

  1. Go to https://www.google.com/analytics/.
  2. Click Start for Free in the top right corner.
  3. Sign in to your Google Account or create a new Google/Gmail account
  4. Click Sign Up in the top right corner to start using Google Analytics service.
  5. Fill in your account name, website name, website URL, and select an industry category and reporting time zone.
  6. Under Data Sharing Options, check the boxes next to the options that you want.
  7. Click Get Tracking ID.
  8. Agree with the Google Analytics Terms of Service Agreement.
  9. Google Analytics will generate a Tracking ID for you. Copy and save it for later use.

To connect your Online Store to your Google Analytics account:

  1. Sign into your Google Analytics account.
  2. Proceed to Account > Property Settings.
  3. Copy the Tracking ID.
  4. Open Online Store > Settings > General > Tracking & Analytics.
  5. Paste your Tracking ID in the Google Analytics ID field
  6. Click Save or press Ctrl + S to save the changes.
  7. Go back to your Google Analytics account.
  8. Click Admin.
  9. Click Ecommerce Settings under the View column.
  10. Switch the toggle to ON under Enable Ecommerce.Screen_Shot_2019-05-29_at_15.16.41.png
  11. Click Save.

That’s it. You’ve connected your Online Store to Google Analytics and enabled the Ecommerce Tracking (Standard Reports) in your Google Analytics settings.

Check your first results in Google Analytics reports in about 24 hours.

You can get useful insights about your Online Store traffic and visitors when using free and powerful Google Analytics service with your store. To access reports, navigate  such as:

  1. Real-time reports about where your store visitors are located, what pages they are viewing, if they are browsing your store via desktop or mobile device, the keywords, and websites that brought them to your store. You can see top live data in Real-Time > Overview or check each subsection separately using the menu on the left.
  2. Stats about audience: here you can view detailed information about your store visitors, for example, their location, language, browser, operating system, and if they are new or returning customers.
  3. Acquisition data: here you can check where your buyers come from to your store, for example, search engines, social media, or directly to your URL by typing it or clicking on a bookmark.
  4. Behavior: here you can view your visitors’ activity: which pages they visit and for how long, which search terms they used in your store.

Here’s how you can view which terms your customers typed in the Search field of your Online Store:

Go to Google Analytics > Behavior > Site Content > All Pages.

Enter /search in the search field and press the looking glass icon.

The results will contain keywords your customers used to search in your Online Store.

  1. Conversions: this section is probably most useful to you as a merchant. Here you can view your top selling products/SKUs, revenue from individual product sales, and the number of units sold.

You can track conversions by setting up a goal in your Google Analytics account. This way, you will know how many visitors visit your store, how many of them have completed the purchase, and which pages they leave your store without buying anything. This information helps you see poorly performing pages so you can optimize them to increase the conversion rate.

How to create a Converted goal for your store:

  1. Go to your Google Analytics account.
  2. Click Admin in the bottom left corner.
  3. Click Goals under View column:
  4. Click +New Goal.
  5. In the Goal Setup window choose Custom.
  6. Click Continue.
  7. Enter your own Goal Name (e.g. Converted), then choose the Destination as your goal type.
  8. Click Continue.
  9. In the Destination dropdown menu choose Regular Expression and paste /checkout/orderPlaced in the field next to it.
  10. Switch the toggle for Funnel to ON and add the steps of your goal funnel using the virtual pages using the values from this table:

 

Virtual page in Google Analytics Corresponding page in your Online Store
“/product/” + productId Product page and a unique ID of an opened product
“/category/” + categoryId Category page and a unique ID of an opened category
“/search/” + keywords Search page in your store
“/bag” Shopping cart page
“/checkout/address” Shipping & Delivery step of the checkout
“/checkout/delivery” Shipping/Pickup Method step of the checkout
“/checkout/paymentDetails” Payment Information step of the checkout
“/checkout/orderPlaced” Order Confirmation page
“/checkout/orderFailure” Indicates an issue with order placement
“/account/settings” Settings section in the customer account
“/account/orders” Orders section in the customer account
“/downloadError/” Failed attempt to download a file

 

  1. Click Save and wait a few hours for the data to start appearing there. In some cases, it can take up to 24 hours.

Now you can track conversions in Google Analytics account (Conversions > Goals > Funnel Visualization and Conversions > Goals > Goal Flow sections) to see how customers interact with your store, at what pages they exit it, and what is the percentage of those who successfully reached the Converted goal.

 

SEO settings

Your Online Store is optimized for Google by default. Here’s what’s done to make SEO a priority at the Online Store.

A sitemap is an XML file that contains a list of the site pages. A multi-level menu (Home → Category → Subcategory1 → Subcategory2 → Product) takes Google a long time to index new products because they are deep in the site structure. New pages and products are indexed faster with sitemap since search engines check sitemaps every day.

You can check your sitemap by adding /sitemap.xml part to your Online Store URL in browser’s address bar. It is already submitted to Google internally via robot.txt file, but if you want search engines to find it faster, you may want to submit your sitemap to Google manually via your own Search Console.

Note: New pages appear on the sitemap in about a day.

Microdata is a set of special tags on the site code. They help search engines to see what information on the site is more important. This helps index the products and categories better. Online Store uses microdata by Schema.org to annotate product information and adds it to all store pages automatically. This product information appears in search results.

Online Store is a SaaS solution created using JavaScript. It is added to any website as lines of JavaScript code. The site source code does not contain any data about products. Instead, it is generated dynamically “on the go” when a visitor opens the page.

Search engines do not always index dynamic websites well. To ensure they index your Online Store, a static HTML copy is created for every product and category page in your store and gives this copy to a search engine. This helps Google and other search engines index your store as if it were a static HTML site. As a result, all product and category data show in search engine results.

Services that use JavaScript have hashbangs (#!) in their links. Online Store displays all store links in a clean and understandable way:

Clean, clutter-free links are better indexed and more quickly show up in search results at search engines.

ALT-tags for images

ALT is a tag used to explain images to search engines. Online Store creates ALT-tags for images automatically with the same text as the product title:

Adding keywords using ALT-tags helps search engines index your site more effectively.

Search engines index all the Online Stores by default.  Do you want more organic search traffic to your online store? We bet that the answer is yes. In this case, it all starts with making your store visible to the search engines which is the indexation. Since Google is now capable of indexing rendered content dynamically, your Online Store store, being a dynamic web application, can natively show up in the search results.

In a while, after the search bots crawl on your website, your catalog pages will show up in the search results and include the markup for improved product details. Here are the best practices to improve the indexation of your Online Store:

  • Verify your website in Google Search Console and submit a sitemap to boost the indexing process.
  • Use clean SEO-friendly URLs for your store pages.
  • Allow search bots a few weeks to crawl through your catalog pages and include them in the search results for relevant queries.

You can check whether or not Google has indexed your store pages and, in the meanwhile, focus on optimizing your store for better search rankings.

Since Google is now capable to render and index JavaScript content on website pages, it is natively indexed by Google.

However, Google carries the JavaScript indexing according to a special algorithm, which is more time and resource consuming, compared to that for static HTML pages:

  • When Googlebot crawls on a website page for the first time, it indexes the HTML content. At this point, it can only detect that the page has some dynamic JavaScript content.
  • Next, the crawler transfers the page data into Google’s service that renders the page, like modern browsers do, and analyzes the dynamic content to use it later for page ranking.
  • Google then puts the page on queue for the second indexation. And only after the post rendering indexation, dynamic JavaScript content can show up in the search results.

Note: your Online Store pages, being dynamically rendered, appear in Google index not as fast as static ones. You can quickly check what pages Google already indexed and monitor the indexing progress.

 

Discounts & promotions

This functionality belongs to the product SHOP Pro. You can find further information about this product here

Discounts, coupons, promo campaigns, sale prices help you attract more customers to the store, boost sales, or get rid of especially slow-moving items. In this tutorial, you will learn how to set special pricing in your Online Store.

 

 

With the help of the Sale price (or Compare to price) feature, you can show that the current product price is discounted, compared to the earlier price. This feature is especially useful if you want to offer discounted prices just for several individual items.

Once you add a Compare to price for an item, Online Store will automatically calculate the discount amount and display the discount label next to the product price.

The Online Store allows setting percent (X% off) or absolute value ($X off) discounts that depend on order subtotal, the group to which a customer belongs or a combination of the two (a subtotal amount and a customer group).

 

Discounts based on order subtotal can stimulate customers to spend more. Discounts based on customer groups can be used as a reward program for your loyal customers. How to add a discount:

  1. Go to your Online Store > Marketing > Discounts.
  2. On the discounts management page, click Add Discount.
  3. Specify the amount which qualifies for the discount in the Order Subtotal field and enter the amount of the discount you are offering in the Discount field.
  4. Once done, click the Save button or press Ctrl-S to save changes.

Tip: If you have revised your sale priorities, you can delete the discount by pressing the “trash can” button.

Once the discount is set up, it will be automatically calculated in the Shopping Cart during the checkout.

Before adding discounts for customer groups, you need to set up the groups in your My Sales > Customer Groups page and add customer profiles to them in your My Sales > Customers page.

If you want to stimulate customers to buy more items in one order or dispose of some slow-moving inventory, you can introduce discounts based on the number of items purchased.

Once this discount is set up, the Online Store will show automatic notices for customers, suggesting adding more items to the cart to get a discount.

A discount coupon code is a code that a customer can use to get a discount when making a purchase. Discount coupons can be used for free shipping offers, percent, and absolute discounts. You can limit them to certain products, categories, and a number of uses. Here’s how you can set up a discount coupon.

The effectiveness of your promotions depends heavily on customer awareness. The more people know about any special offers running in your store, the more sales you can expect.

You can promote your hot deals inside your online store, on your website, in your blog, your social page, or send out newsletters. Use as many channels as you can to spread the word about your discounts and promotions among your potential customers.