(image: Colderice)

Google announced this week it is updating Analytics for enhanced ecommerce. What does this mean for you if you run an online shop?

Enhanced eCommerce for Google Analytics 

This latest development means eCommerce store owners will be able to quickly access more data regarding how customers are interacting with their site. Under the AdWords section, Google Analytics will reveal a customer’s buying journey, from start to finish, whether they end up making a purchase or abandoning their cart.

So why do this? Well, knowledge is key! By finding the reason behind each click, Google is helping you to redesign and remarket your site with a funnel optimisation strategy that works. 

Danny Gavin, Vice President of marketing at Brian Gavin Diamonds, a company that has been given the opportunity to test the new features ahead of their release has said: 

"Enhanced Ecommerce in Google Analytics made it extremely easy to analyze the metrics that are important to an ecommerce site and garner the insights to make smart changes to our website, driving significant improvements in performance!"

So what should we expect from Google Analytics? 

Enhanced eCommerce sounds great, but what exactly does this entail? Well, here are a few of the features and changes Google Analytics will be rolling out over the next few weeks. 

Overview and product performance reports – This is an overview report that includes data on revenue and conversion rates. Overview and product performance reports will tell account holders how many refunds were issued, the rate at which people add products to their cart and how quickly purchases are made after viewing product details. 

It will also include handy information such as the average number of products per transaction and ATVs (average transaction values). Marketers can view this performance according to product category, product type or brand, and go from there!

This information uses string values, so it is possible to make business relevant taxonomy, to inform your marketing efforts. 

Shopping analysis reports – This AdWords’ report will be more detailed, and will reveal a detailed analysis of how site users interact with content, such as how they view, select or remove products from their shopping basket as well as completing or abandoning the buying process. 

As always, account holders will also be able to access bounce rate information and time on site data in order to inform bid optimisation.

Affiliate coder reports – Product performance info is great, but you also need to look at internal and external marketing. The affiliate coder reports will look at these and how they support the product pages. 

They will look at affiliate websites that drive traffic to your site and how this influences purchasing and revenue. 

Product coupon reports – These reports look at how effective a product-level coupon is. It will take into account revenue, unique purchases, and ATVs. 

For example, if you are planning a New Year’s sale you may want to advertise this on a scrolling banner on the first fold of your homepage. Product coupon reports will look at how effective this is by listing views, clicks and CTRs (click-through rates).

Product list performance reports – Products on your site should be logically organised into product groups on similar items. This report will show you how well these lists work, and if they help increase or deter sales. 

In this report there is also product attribution data, which gives product level credit to the last viewed product list. This can tell you which lists are doing best in terms of conversions, and if visitors are using category pages or search results. 

You will of course have to set these reports up. If you have a Shopify online store and the new responsive checkout this is easily done through pre-built integration. Find out how to do this with the official launch partner here


The new reports will be rolled out worldwide over the next few weeks, so don’t panic if you can’t see the option available just yet. In the meantime, why not learn more about AdWords and Analytics by reading some more of our blog posts. Remember, information is key!  

Strong client relationships, completely transparent work and decent results, are all important factors to Liberty Marketing Ltd. And that’s why we are particularly proud of the work we have done with Maytech over the past year.

365 Days of SEO

On the 6th November 2014 Liberty teamed up with Maytech to present a case study at the Emirates Stadium for Figaro Digital’s Digital Health Check and Marketing Summit. 

Maytech’s Marketing Manager, Georgina Park, spoke alongside Liberty’s Account Coordinator Jenna Loman, and SEO Specialist Joe Tannorella, in a presentation of the work we have done together over the past year. In fact, the presentation was held a year to the day we took Maytech on as a client!

The presentation covered:

Why Maytech came to us one year ago. What their problems were and how we thought we could help.
Starting the project; how we did initial work and compiled a strategy.
Forecasting SEO; how, why and what was the result?
Ongoing work; what we are doing month on month, and how we do it.
Results and what we have learnt. 

Take a look at the full presentation below:

Where to See Liberty Next?

Do you have a question about SEO, PPC or social media marketing? Then come and say hello to us at the next event!

Liberty’s MD and owner, Gareth Morgan, will be speaking at the Search Seminar on the 11th December 2014, at the Hospital Club, Covent Garden. Here you can learn about paid and organic search on the web. In the meantime, take a look at some of our blogs! 

7 minutes, 21 slides and 21 seconds per slide, and the subject of 20 SEO quick wins that can be done in an hour. This was our challenge when asked to present to over 200 marketing professionals at an industry event in London.

20 SEO quick wins that can be done in an hour!

Ben Magee, a Senior SEO Account Coordinator here at Liberty Marketing shared his knowledge and expertise with the event delegates at the Figaro Digital event. He provided them with a range of different ideas and practical advice to help them boost their search engine visibility.

With only a brief amount of time, but a vast topic to cover, a lot of planning went into knowing where to start. Which specific areas of SEO should he cover, and how should he demonstrate them?

Ben chose to cover familiar subjects. Meta titles, meta descriptions, keywords, link building and content planning were all covered, as well as the benefits of using SEO tools, personas, content audits and competitor research to improve search engine performance.

It was a lot of information to cover in a short period of time but Ben managed to do it. And judging by the amount of questions and interest shown at the end of the presentation he certainly provided plenty of food for thought for the delegates.

To watch the full video of Ben’s presentation head over to the Figaro website here

Why do SEO?

Search engine optimisation is one of the key digital marketing services we provide for our clients. Planning and implementing effective SEO strategies will have a huge impact on the performance of your website. There are numerous tactics you can use when planning your SEO, we have written numerous blogs and articleson this subject, providing our thoughts and opinions on specific methods that are available. 

Ideally SEO should be a key feature when planning the design and build of a website. And implementing a strategy from the outset is essential. However, many of our clients approach us to work with them on existing websites, or when planning a redesign of a current website. And this is often where these quick wins can be implemented for fast results. 

So, where do you start? How do you plan an effective SEO strategy? How do you measure and evaluate its success? Get in touch and we will be happy to help. Or take a look at a few of our blogs to learn more on what Liberty Marketing is all about. 

(image: Mungous under CC BY-SA 3.0)

Do you work for a university or higher education establishment in the UK? Then you may like to know how potential students find your school’s website, that way you can attract more.

Latest Data Says Student Search is Changing 

According to the latest release of data from Google, in September 2014 there was a 1% increase in searches for universities, colleges and other forms of higher-education, compared to the same quarter in 2013. And although there is little growth, what is most recognisable is the change in the way students are searching for information. 

Google has reported that there has been a 20% year-on-year increase of searches using mobile phones. There has also been a 14% increase in the volume of searches made by tablets, but a 6% decrease in the number being made on desktops. 

All UK colleges and universities are being advised to act upon this data, and to optimise their websites for these mobile devices.

What We Say 

Gareth Morgan, Managing Director here at Liberty Marketing, has said, 

“The education sector is a fast changing market that does, due to the demographic of principle target markets, have an increasing reliance on the internet, especially those seeking to attract overseas students. The Google data showed that among searches worldwide for UK universities, 40% are from outside the UK. The biggest international regions for searching for UK universities are Asia Pacific and Western Europe.”

The best universities will already have adapted their digital marketing plans to contain search engine optimisation and pay per click, but it is important to consider a mobile responsive design as well. 

“User behaviour is often different when searching using a mobile” Gareth explains. “Mobile search terms are shorter due to the size of the screen, smaller keypads increase the use of abbreviations and cause more typos. These factors can make mobile searches significantly cheaper than desktop searches. 

People also search on mobile devices at different times to those searches made on desktops – the majority of mobile searches are made in the morning and evening. Cost per click and cost per acquisition rates are generally less expensive and regularly achieve better results.”

And let’s not forget organic search engine optimisation.

“The speed at which your pages load, the structure of URLs and reduced keyword content are just three important mobile ranking factors. And it’s also important to point out that Google has specific mobile ‘bots that trawl the internet, monitoring and evaluating mobile websites.”

Mobile searches may one day take over desktop searches, but when? Tweet us your predictions!

Happy Halloween from Liberty Marketing! We're getting into the spirit of things today and raising money for a good cause - guide dogs! 

We are selling creepy cakes, having a spooktacular raffle and offering tarot readings. So pay us a visit - if you're brave enough.

(image: ToonPool)

Google Analytics may seem like a massively confusing system that you’ll never get your head around, but once you understand the basics it’s pretty easy to navigate. Here are a few simple ways marketers can impress senior management with their Analytics knowledge:

1. Tell your boss how people find your website 

It’s easy enough to just assume people find your business’ website through typing in the URL or searching the company name in Google. But is this how your customers actually find you? Where are the cold hard facts?

Google Analytics provides you with data, so you can show your boss exactly how the website is being found. It will tell you exactly what search terms have led to the site, and give you an idea of which keywords should be used to optimise the site copy.

2. Tell your boss if social media is working

Most businesses will now have company social media accounts set up. If you don’t, do it now! When looking at how people find your website, take a look at these accounts and see what your return on investment is like. Are you spending way too much time on them for little custom, or maybe you don’t post or interact enough? 

Knowing how successful your social media campaigns are can mean the difference between hiring a social media assistant or not. It may also give you an idea whether social ads would be worth investing in or not.

3. Tell your boss what’s making them money 

If you run an eCommerce site then you cannot only check where your traffic comes from, but you can create a custom report on how this is (or isn’t) making them money. This can be automatically emailed to your superiors then at a scheduled date – perhaps at the end of each month. 

4. Tell your boss which pages are most popular

Your homepage should be your most popular page, after all it is the gateway to the rest of the site. But after this, what is the second, or even the third most viewed? Google Analytics will be able to tell you this. 

Once you know which pages are clicked on the most, (and are leading to conversions) you can analyse them. What is this page doing that others aren’t? Is it more visually appealing? Or maybe more relevant? With this information you can also see if your optimisation is directing traffic to the right pages, or whether you need to pitch a change of plan to your superiors. 

5. Tell your boss who your target audience is 

You may have a persona that you would like to target your business at, but are these the type of people who actually use your service or products? 

Google Analytics can provide you with an Audience report, which will show if you have the right idea when it comes to your target market. These reports can provide you with information such as where your customers are from, how old they are, if they’re male or female, as well as their interests. 

This is invaluable data that can ensure you are creating the best ads, blog posts and general campaigns you possibly can. 

6. Tell your boss if your email marketing is working

Google Analytics isn’t only for analysing your website, you can also monitor how successful your email marketing is. Google Analytics can tell you which links, in what emails, have increased traffic and conversions. And once you know what works (and doesn’t) you can tell your boss where they need to spend their money, to make money. 

7. Tell your boss the cost of each customer 

How much does it cost you on marketing for every customer that you receive? Of course your boss would want this to be as low as possible to maximise profits, so any help with putting a definite figure together would be helpful. 

The cost of each customer per channel is the average amount spent on marketing campaigns to attract new customers. Knowing this value will help you understand which methods have been most successful and will inform future marketing campaigns. 

To work out your ROI through cost per customer, you will need to do the following calculation:

ad spend / lead = cost per lead

8. Tell your boss today – it’s free!

Google Analytics is completely free, so why not give it a go? You have nothing to lose. 

On the 23rd October a number of Liberty’s staff attended the Superwoman 10 event in Cardiff Business School, for a night of business networking and female empowerment. 

So what is Superwoman 10?

All women in the 21st century need to be superwomen, as the site states ‘juggling work, family commitments and a social life’ can be hard work. This event is a place where women can ‘share our stories of how we manage to do it all and still just about manage to find time to iron our capes.’

Superwoman has been running since 2005 and there has been numerous smaller networking events throughout the years. And all the events raise money for charity, with £43,000 raised to date!

The night always kicks off with registration and a stunning afternoon tea, where women can get to know each other over a warm brew and some delicious cake. There is also a range of stalls selling goods from jewellery and beauty products to Superwoman merchandise. 

This year’s talks included presentations from speakers such as Baroness Morgan of Ely, Anna Ryder-Richardson of Anna’s Welsh Zoo and Olympic cyclist Nicole Cooke MBE. 

All money raised by the cost of tickets has gone to Valleys Kids, who work with disadvantaged children in the South Wales Valleys, and Tenovus, Wales’ leading cancer charity. 

When’s the next Superwoman?

All the Liberty staff that attended had a great time, and especially enjoyed the food! The next Superwoman event is now a year away, but for more information on the event check out their website. You may be a superwoman and not even realise it. 

No matter how well your website works, there is almost always room for improvement. The battle isn’t over simply by getting visitors to your website, you need to find out how they are interacting with your website in order to make the most of their visit. 

One of the best ways to learn about how your visitors are digging deeper is to utilise Google’s site search. This can give you a lot of direct information about what they are searching for which is extremely useful for helping to grow your website. 

How site search helps

People who are using site search are no longer looking for a broad range of results from anywhere on the internet. They’ve narrowed down exactly what they want, picked your website as a trusted source and are now using your website’s search tool to dig deeper. 

It is these on-site searches that can provide some vital data that can help you alter your website in order to maximise your company’s profits. Each time someone enters a keyword in your on-site search box, this data is stored in Google Analytics and can be interpreted to further understand your audience. 

Ways to use this information

With a well-positioned and efficient search bar, you are likely to have many of your visitors utilising this feature. This will allow you to do many things, including:

Spot common themes – if one item is commonly being searched for, it may mean that it isn’t easy to find on your website despite being in demand. By placing these items on the front page or higher in the navigation bar you can help to improve your sales.

Find gaps in your product selection – are people regularly searching for items you don’t sell? Take note of this and include it in your inventory, after all there is proven demand. 

Determine issues with certain landing pages – do most of the search enquiries happen on a certain landing page? Figure out why that is, is the page over optimised? Are the products not easy to find through this page? Take a look and fix the problem.

This doesn’t mean that you shouldn’t be encouraging the use of the site search however, these are just some of the ways that you can maximise the impact of the search. 

More conversions with site search  

Just a quick look into Google Analytics will show you the vast difference between visitors using site search and those without. The difference is phenomenal, with a drastically increased conversion rate from all sessions using this function, which you can see produces a much higher revenue. While this is primarily because these users are much further down the buying funnel, it is also because they are quickly and easily able to find exactly what they are looking for on your website.

It is the data in the ‘Pages’ section that should be of the most interest to you, as it will help to highlight potential problems and the most in-demand items on your website. 

For example here we can see that many of the searches come from the checkout page, suggesting that many people get all the way to this stage and remember they wanted something else as well. By adding features that combat these issues or rewriting poor landing pages, you are likely to see a positive impact on your sales. 

By carefully managing your site search and making changes when they are necessary, you will be able to help grow your business at a much faster rate. These are extremely valuable insights and with a bit of understanding you can use them to make your business boom. 

Liberty Marketing Ltd is officially Wales’ 17th fastest growing company! This means we’ve made it onto Wales Online’s Fast Growth 50 list, and in the top 20 at that.

The Big Announcement

We’ve previously blogged about what Fast Growth 50 is, and why Liberty had been shortlisted, but we’ve only just found out where Liberty placed.

The announcement of how we did was revealed last week in a grand gala event at Holland House Hotel, Cardiff. Gareth, Rhodri and Guy went along to celebrate with the other 50 companies and to represent the Liberty team. 

Here is our Business Development Manager, Rhodri, with last year’s winner Village Bakery:

And all three of the guys with Pure Commercial Finance: 

So Why Did Liberty Make the List?

Well, as many of you may know, Liberty has grown immensely over the past few years, so much so that earlier in the year we moved to a brand new, much bigger, premises. In fact from 2011 to 2013 the business grew a huge 202.1%, and we now employ a team of 40 digital marketing professionals. 

The Fast Growth 50

The 50 firms that made the list are the fastest growing businesses in Wales. Collectively the 50 firms have made a turnover of £272m during the examined period, and employed 3,000 people, half of which have joined the teams in the last two years. 

From 2011 to 2013 the 50 companies made £175m more than previous years, with an average growth rate of 182%. 
And of course the capital, Cardiff, is the main centre of growth, with 13 of the 50 located here (including us). But with the majority of growth appearing outside the capital, it shows that wherever you are located you can do well. 

Liberty Marketing would like to thank our staff and clients, as without them we would not have achieved so much. 

To see the whole list of Fast Growth 50 businesses click here, or pick up your copy of the Western Mail today.

The saying that ‘a product sells itself’ isn’t always true, however great an item it is. A winning product page on your eCommerce site is a sure-fire way to improve sales though. So how do you create a cracking product level page that converts? 

Write unique product descriptions

There is nothing Google hates more than duplicate content, so if you want to make your product pages rank in results pages, ditch the manufacturer descriptions and hire a copywriter to create unique product descriptions that appeal to your target customer. Copy and paste is not your friend when it comes to writing a website. 

Clear and quality photos 

Although a picture speaks a thousand words, a picture alone will not sell a product. Simple things like product size and material are need to know info you can’t always tell from an image alone.  

A great product picture builds customer confidence in a brand as they can clearly see what they are buying. Photos from multiple angles and a zoom option are essential eCommerce techniques. And if you can picture a person with the item, this is a great way to show size of scale. 

Fiorelli’s website is a great example of this:

Keep it simple, stupid 

When writing product descriptions it is important to keep copy short and to the point. You want to highlight the product’s benefits but not go over-the-top with adjectives. Let the customer make their own mind up about how brilliant a product is. 

Instead of bragging about how brilliant a product is, state how it can help the customer. For example, a lightweight, waterproof coat would be perfect for a day out when the weather is unpredictable: and a blender doesn’t just cut up food, it helps you to make smoothies and lose weight. Sell the lifestyle, as well as the product. 

When writing avoid jargon, and don’t use 5 words where you can use 1. Lists work great on product pages! Avoid lengthy paragraphs as these can be off-putting. 

Search Engine Optimise

Optimising your product page copy for SEO is a simple way of helping more potential customers find your site. Do some keyword research and use relevant terms within your descriptions. Don’t stuff them in though as this will look spammy, and end up causing your site to be penalised. 

Social proof

The opinions of others will affect your sales, whether you like to admit it or not. So positive testimonials or reviews from previous customers may be helpful additions to your product pages; include product tweets and details on the numbers sold. 

Call to Action!

Turn shoppers who browse into customers that buy, by clearly displaying call to action buttons, such as ‘Add to Cart’ or ‘Proceed to Checkout’. You may have URLs at the bottom of a product description, but these can easily get hidden amongst a paragraph. The more visible a call to action is, the lower your bounce rate is likely to be. 

The Platinum Ring Company are a great example of this. Check out their CTAs on the right:

Do you think you can produce a winning product page with these tips? Here at Liberty we have a team of experienced SEO digital copywriters, so if you need a little help, just give us a call!