Insights & News

Some common calls to action sound like: “Click here,” “free download,” “subscribe,” “buy now,” and so on. I could go on almost infinitely with other examples of CTAs that are still overused daily and that, in many cases, are far from achieving their purpose of attraction. Along the same lines, using copy that the reader is begged to click often has the opposite effect to what is intended. On the contrary, the most effective call to action is those that clearly show through content marketing their intention to improve the user experience and lead the reader to the right place. Readers seek to be informed, entertained, or learn, and they do not need someone to tell them “click” somewhere arbitrarily. This article will show you a checklist to ensure that your CTA’s make sense and create an inviting user experience. What is a call to action? The call to action, also known as CTA or call to action, is a phrase or set of words that seek to provoke a reaction from our potential customers to a specific proposal of the brand or company. Being clear about the CTA is is important to later design it in the most appropriate way for […]

When selling items online through Craigslist or Facebook Marketplace, you need to be aware of this common scam. In this case, scammers are attempting to hijack your personal cell phone number and link it to their Google Voice account so that they can make calls from a USA-based number. This scam is complex because the actors hijack real people’s phone numbers and use them to make phone calls to scam other people, most likely in the area code of the hijacked phone number. Taking this localized approach allows them to get a higher pick-up rate on their phone calls. Here’s How It Works You put your personal phone number out on the internet somewhere, on Craiglist post, Facebook Marketplace post, or a dating website, or anywhere. Someone reaches out to you via text or email about the item that is for sale. They might tell you some strange story detailing how they need you to prove you are a real person or a legitimate seller, not a bot. They want to make sure that YOU don’t scam THEM! They will then proceed to tell you about a special phone service that requires that you give them the six-digit PIN number […]

It is undeniable. Small businesses need press coverage. Customers need to be informed about your company, products, services, and news developments. Press coverage also plays a vital role in boosting your brand awareness. However, press releases are useless if they don’t reach their audience. That is why we have press release distribution. This article will detail what press release distribution is, why it is important to use, some of its key benefits, how to distribute press releases, and some commonly made mistakes that you should avoid. Once you have read each section completely, you should be able to decide whether using a press release distribution service will be beneficial for you and your business. What is press release distribution? To learn more about press release distribution, we first need to understand what it is.  Essentially, press release distribution is releasing and spreading your press release to journalists, publishers, and other members of the press. Your press releases need to be seen and heard by your audience in order for them to be informed and updated on your company news and that is what press release distribution accomplishes. Why is it important? Press release distribution allows you to experience more coverage […]

What is Conversion Rate Optimization? Conversion Rate Optimization is the process of measuring the performance of a website and adjusting it to make it more effective. So, what does CRO involve exactly? There are a few steps to CRO which can be broken down into three main tasks. 1) Start by identifying your goal on your website. 2) Analyze web traffic and find out what people are doing on your site. 3) Have an understanding of how users behave when they go from the first page to the last, and then optimize accordingly. Improving CRO With A/B Testing A/B testing is a type of experiment that compares two versions of a website or product page to see which one performs better. It can help you make better decisions about what to do with your website and improve customer experience. Split testing is a popular marketing tactic used by e-commerce and lead generation websites. A/B split testing involves showing two groups of people different versions of the same landing page or products page. The goal here is to test which version resonates better with its target audience. Landing pages are a crucial part of online marketing because they provide the entry […]

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A lot of marketers get a bit overwhelmed when trying to migrate their current workflow from Universal GA to the new Google Analytics 4, especially when it comes to custom tracking and custom events. With GA3, event tracking was pretty simple and straightforward, however, GA4 is more open-ended while lacking a lot of official documentation. The catch is that once you understand GA4, its role with Google Ads and Google Tag Manager, you’ll find yourself with many more options than you once had. That said, this quick-start guide will go over custom event tracking within Google Analytics 4, using Google Tag Manager and passing data layer parameters.   Tracking File Downloads With Google Tag Manager and Google Analytics 4 Let’s get right into it and create a trigger in GTM that most are familiar with. Nothing is much different here, but I’ll go over the basics again. Whether it’s a CSV file or a PDF file you want to track, or a .DOCX or maybe a .EXE… the Google Tag Manager setup remains the same. As shown above, our basic trigger is Some Link Clicks, with our Click URL containing “.pdf”. Change the filetype you wish to track based on your […]

This is part one of our series on using Google Tag Manager to boost sales and conversions for eCommerce stores. To start, we’ll be touching on several uses of popups that can be quickly made with Tag Manager without bulky plugins, addons, or services. This quickstart guide will assume that you’re somewhat familiar with Google Tag Manager (GTM). If you aren’t, here’s a quick summary that GTM can do in regards to eCommerce. By Using Google Tag Manager For eCommerce Stores, You Can: Track and analyze customer behavior to find pitfalls or design flaws Implement popups, banners, slide-ins, and call to actions based on conditions Split test different design layouts, colors, or wording on crucial pages like Cart or Checkout And so much more without the need for expensive (and often slow) developers or paid plugins. One of the best features of GTM is that you can get as simple or complex as you want without much hassle and barely any coding knowledge required. Let’s start simple and overview conditional popups that could display a promo or coupon code. Example One: Flash Sale Popup Notification Let’s say your team suddenly becomes overstocked on a certain product and you need some […]

  eCommerce fraud is something that most stores have dealt with and will continue to deal with for the foreseeable future. eCommerce fraud, sometimes called eCommerce carding, is a war between vendors and criminals, with each side creating and utilizing more advanced and sophisticated techniques each day. This case study will take a closer look at one of our partner’s eCommerce store and their six month battle with targeted and sophisticated fraud. While there are many types of eCommerce fraud, we will take a look at order fraud in this case study.  What is Order Fraud in eCommerce (or Purchase Fraud, Carding Fraud)?  Order fraud is one of the most widespread forms of cybercrime. Quite simply, it’s when a criminal uses stolen or unauthorized debit or credit cards to purchase products. Often, the fraudsters will ship the stolen merchandise to a ‘drop’ location, sometimes an empty home address or an oblivious associate to pick up his stolen goods. This leaves the merchant with numerous issues such as dealing with chargebacks, inventory issues, consumption of valuable time, and profit loss. Not All eCommerce Fraud Can Be Stopped If you’re running a high-volume online store, it’s probably safe to say fraud will […]

Using a multi-step or single-page checkout is often a hot debate in the eCommerce field. Many marketers claim a single page checkout cultivates the purchasing process onto a single page without too much distraction and limiting user page interactions. However, proponents of the multi-step are insistent that making the purchasing process “look” and “seem” as simple as possible. Over the years, many developers and marketers have begun to favor a multistep checkout approach versus a single page. Note: It’s important to remember your niche and understand your customer’s behavior when deciding which checkout style to use. We’ve seen multi-step checkouts implemented incorrectly, which caused more harm than good. In this case study, our partner is a national e-Commerce brand in the sports & outdoors industry. When A Single Page Checkout Is Better Than Multi-Step There are, of course, cases where a single page has more benefits. Before we dive into the data, we’ve found single page checkouts perform better when: You’re selling digital services or goods that don’t require as many fields. There’s no focus or interest in repeat purchases or customer retention. Your target demographic leans much older in age. Multi-Step Checkout Behavior Analysis These results are based on […]