Facebook Offers Fan Box Widgets, Live Fan Page Streaming for Your Site

Facebook, like its cousin Twitter, has become a hip place for “locals” to congregate to talk about everything from recent purchases, likes/dislikes to their most recent run-in with a customer service representative.

If you’ve started using Facebook to promote your brand, consider the following two tools Facebook’s developers have been working on for its Fan Page users:

Turning Your E-Commerce Site Visitors into Fans with the Fan Box

Facebook developers recently launched Fan Box, a “Facebook Connect-enabled social widget” that Fan Page owners can add to their e-commerce sites to allow users view the accompanying Facebook Page stream.

Using the the Fan Box, sites can bring content from their Facebook Page into their website and help convert website visitors into Facebook fans. Visitors see the most recent posts from the Fan Page, see a list of other fans (including their friends), and become a fan without leaving your site.

Using only four lines of JavaScript, the Fan Box can be set up and integrated into your site in a few minutes. The code is available from your Page (click Add Fan Box to your site underneath your Page’s profile picture.) Each Fan Box includes the Become a Fan button. Your Fan Box is customizable and can be integrated with your site’s design. The box takes a minimum of 200px width and 64px height for the button, and 554px height with all features included.

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Facebook Fan Page users can now you can turn Fan Pages into a live-feed widget to add to your site

According to Facebook Developers, the Facebook Live Stream Box is a feature that “any website owner or developer can use to enable Facebook users to connect, share, and post updates in real-time as they witness an event online.”

Facebook adds, “You can run the Live Stream Box next to…any other experience where many people are visiting a website at the same time.”

What does this mean for E-Commerce Retailers?

• Consider using it to announce, advertise and countdown a blow out sale on your site
• Encourage fans to post testimonials about your products or services
• Use a stream as a live customer service portal

To read about the Live Stream Box, visit Facebook’s Developers Live Stream page

To find out more about the fan box give this link a try:
http://wiki.developers.facebook.com/index.php/Fan_Box

Should you create a Facebook Group or Fan Page for your E-commerce Site?

A huge question I often hear when it comes to Facebook and brands is should you build a Facebook Group Page or a Fan Page?

It is a good question and the answer depends mostly on what your plans are for your site. I’ve broken down the pros and cons of both a fan page versus a group page below.

Facebook Fan Page
Facebook Fan Pages are a great option for brands – including e-commerce sites – that plan on posting information at least once a week.

Facebook Fan Page Pro’s:

• Looks polished; closely resembles an individual profile page
• Can include videos, photos, links, events, etc.
• Can be fed into “fans’” update stream similar to an individual profile update
• Can be given a customized url similar to an individual profile
• Hides the name and address of the page creator
• Offers options to add applications such as a Twitter feed
• Includes a “wall” similar to individual profiles that people can post comments on
• Can be paired with a Facebook Fan Page Widget on your site

Facebook Fan Page Con’s:

• More difficult to manage conversations between fans
• Conversations are on display for the public to see
• Unable to convert Facebook Groups to Fan Pages if you’ve already got a Group page set up
• Until you have an adequate number of fans, you’ll be posting a lot
• A dismal Fan Page linked to your site can hurt your inbound links in SEO

Facebook Group Page
Facebook Group pages are easy to create and slightly more personal than a Fan Page. Because it is not a constantly fed profile-like page, posts do not need to be as often.

Facebook Group Pro’s

• Can be more intimate; people see who created the group
• Still allows for pictures, photos, videos, events, etc. to be posted
• Allows for emails to be sent to all group members
• Pre-dates Fan Pages; more familiarity among early adopters of Facebook

Facebook Group Con’s

• Visitors must visit your group page for updates
• Does not allow applications to be added to the group page
• Offers visibility
• Will automatically post related groups to your group page whether you want them or not
• Cannot be linked to your site via widget(s)

The Verdict? Consider a Facebook Fan Page if you want to keep your “fans” up to date on the goings on of your site. Consider a Group if you have a niche within your site that people might want to create conversations about.

New PayPal Tools Help Reduce Abadoned Carts

In a recent article I wrote titled 10 Proven Methods to Decrease Your Shopping Cart Abandonment Rate I detailed a number of strategies you could use to reduce your cart abandon rates.

If you use PayPal as a payment method, and depending on the technical ability of your cart, you might have had trouble with abandon carts in the past. However a recent survey conducted by comscore on behalf of PayPal aimed to answer the question why shoppers abandon their carts.

The survey revealed that largest single reason online shoppers abandoned their carts was due to high shipping costs. Additional factors were security concerns and check-out processes that lacked convenience.

The survey also found that if merchants had provided shipping costs upfront, this might have persuaded 40 percent of participants to complete the purchase.

As a result of the survey findings, PayPal recently released the PayPal Instant Update API — a new Express Checkout feature.

The Instant Update API enables merchants to provide customers with the critical information they need — when they need it — in order to make the purchase.

Merchants who integrate the new API, can now show order details which include shipping options, insurance choices and tax totals, earlier in the check-out process.

Customers will still pay on your site when using Express Checkout; however, with the new tools they do not need to reenter shipping, billing, or payment information because the information is already available from PayPal. This helps merchants offer a more simplified checkout process while providing customers with what they are looking for.

Additional Reasons Shoppers Abandoned Carts

A comprehensive list of the most frequent reasons why shoppers abandoned their carts is below.

• High shipping charges: 46 percent
• Wanted to comparison shop: 37 percent
• Lack of money: 36 percent
• Wanted to look for a coupon: 27 percent
• Wanted to shop offline: 26 percent
• Couldn’t find preferred pay option: 24 percent
• Item was unavailable at checkout: 23 percent
• Couldn’t find customer support: 22 percent
• Concerned about security of credit card data: 21 percent

If you are looking for more information on the PayPal Instant Update API you can read about implementing it using any of these links:

Implementing the Instant Update API

The PayPal Blog

5 Ways to Instantly Increase ROI of Your Pay Per Click Campaigns

Running a profitable paid search campaign can be an art. Although many believe you must have a complete understanding of the search engines in order to be successful however, this is not always the case.

Increasing your return on investment from paid search is not as difficult as it may seem. It is true, you need to consistently keep a watchful eye on your analytics and always be aware of your opportunity vs. expense. Despite that seemingly daunting concept, you can run a successful paid search campaign if you pay attention to the right metrics.

Having said that, with a little knowledge at your fingertips you might not become an expert at paid search but your efforts will deliver a positive ROI if you follow the following 5 tips.

1) Focus on Conversion Rate not Click Through Rate (CTR).

Too often people focus on how many visitors (clicks) they receive from a paid search campaign. It is their belief that the more clicks they get, the more sales they should get. To make matters worse, there are companies out there who actually measure paid search success on CTR (click through rate) alone.

Any of these beliefs is a recipe for disaster. These methods often result in spending more money than you actually make on paid search. In other words, you spend more advertising dollars than you generate in sales.

To correct this problem, you should focus on the Conversion Rate metric as it pertains to sales generated when running paid search. This is a more realistic indicator of whether your campaign is moving toward success or not.

The formula for calculating conversion rate is:

Completed Actions (sales) / Total Number of Visitors (Sessions)

One reason many people overlook this metric might be because in order to calculate your Conversion Rate metric you often need to install the proper tracking code on the thank you page of your website. For ecommerce sites this is most often the page a customer arrives at after completing a successful sale. The tracking code placed on this page gathers data on completed actions which as I have illustrated is used to calculate conversion rate.

All major paid search providers have code similar to this at your disposal. For Google Analytics this is called “conversion tracking” and is obtained from within your Google AdWords account. This tracking number is different from that which is provided to you through the use of Google Analytics alone.

Your conversion rate is a measure of unique visitors to completed actions on your website. Alone it will not guarantee you make money from your efforts, but combined with the remaining elements outlined below, it is one of the key metrics toward running a successful paid search campaign.

2) Know your Value per Visitor.

Your Value per Visitor is the revenue you generate from each pay-per-click visitor to your website. In other words, it is a measure of how effective your website generates sales from the visitors it receives. The higher your value per visitor, the more effective your website is at converting them into sales.

You calculate your value per visitor using the following formula:

Revenue Generated / Total Number of Visitors (Sessions)

Value per visitor can be confusing for many. Take for example a site with a value per visitor of $.95. Given this measurement we could accurately say that the site owner makes 95 cents for every visitor who arrives at their website. It gets confusing for some because they ask “how can I make $.95 for each visitor when not every visitor buys from me?”

The answer is found in the way the metric is perceived. It shouldn’t be looked at as each visitor actually completing a “transaction” with your site, but rather each visitor being worth an amount that ideally should be less than your CPC (cost per click).

To further illustrate, if your Average CPC was $1.25 and your value per visitor is just $.95 then you are losing $.30 for each visitor you drive to your website! In other words, you spend on average of $1.25 to get one click that is only worth $.95 to you. At this rate you will never profit and should consider reworking your paid search campaign, hiring an expert ppc marketer, or shutting it down until you can do one of those options.

3) Keep your Average Cost per Conversion in check.

Your Average Cost per Conversion (sometimes called Cost per Action) is the average amount of funding it takes to generate one action (a sale in the case of ecommerce sites.)

It is calculated using the following formula:

Advertising Cost / Total Completed Actions

In its simplest form, your average cost per conversion should be lower than your average order value or you are losing money.

To illustrate, if your average order value is $35 and your average cost per conversion is $40 then you lose $5 each time a sale is completed on your site. In other words, you are spending $5 more in advertising than you are receiving from a sale.

This one can be hard for many to see as they look at only the end result … the completed sale. They neglect the advertising cost which went into achieving that sale and therefore often end up continuing to run paid search campaigns which are not profitable to their business.

The exception to the rule is a company who has built in average lifetime value of a customer and is willing to lose money or break even on the first sale in order to gain future sales from that same customer. With careful planning and proper implementation this strategy can successfully be used to build a viable business online.

4) Use long tailed keywords and exact match instead of shorter more generalized keywords and broad match.

When internet users begin their search for more information on a product or service, they often use what are called general or broad keywords. They do not know exactly what they are searching for but do know they need more information on a given item of interest. As a result, the keywords tend to be shorter and more general.

Searches result in terms like “shoes”, “running shoes” and “nike” for example. While these terms would likely return data relating to a given product type, they would likely not return data on a specific shoe.

These terms would yield traffic on a broad level with all visitors looking for information yet few looking to buy. Not only would these search terms yield broad scale traffic, but they would come at a high price. Often times the more broad the keyword is, the more competition there is for it and the higher CPC you will pay.

Consider now the user that has already done their research and is ready to buy. They have performed all the searches, learned what is the best running shoe for their needs, and are now in the hunt to find out where they can get it.

As the user narrows their search and has gathered more data about a given product their search shifts to a more exact methodology. They begin to use what are called long tailed keywords to find more specific results. Terms like “Nike airmax running shoe” or “Nike airmax size 7 running shoe” are used.

You can see just by looking at the search terms utilized, the user is more qualified to buy. They know exactly what they want and now they want to know where to get it.

Although there will be competition for these keyword types, the competition will likely be less than what is seen at the broad level. As a result, you’ll achieve lower CPC prices and in turn more qualified traffic by bidding on these types of “long tailed” terms.

5) Build smaller lists of keywords targeted across more specific ad groups and campaigns.

One of the most common mistakes made by non-experienced paid search marketers is “dumping” large lists of unrelated keywords into a few ad groups across a few campaigns.

While this tactic may save you time, it will ultimately be the iceberg that sinks the ship in the end. Trying to save time and money in the beginning will only result in losing money at the other side.

Take your time upfront, perform your due diligence and structure your paid search campaigns to take advantage of the opportunities that smaller, more targeted keyword groupings can do. In case you are asking “what can they do?” here’s a list.

• Provide more control over ad presentation.
• Increase click through and typically increase quality of traffic.
• Increase quality score.
• Increase relevancy.
• Increase Quality Score which decreases bid cost and increases placement.

Paying attention to these 5 tips might not make you an expert at paid search, but it certainly will put you on the right track toward achieving higher ROI from your efforts.

New Release: Export Shipping and Order Information v1.2.4 for Zen Cart

For those who follow my Zen Cart add on modules I just released a new version of the popular Export Shipping and Order Information add on. The new version is 1.2.4 and contains a bugfix as well as a new feature.

Specific updates included with this release are:

Bugfix: Corrected issues with export button not showing up on some users installs. (if you made any manual fixes to this yourself based on the forum feedback suggestions you’ll want to upgrade to this new version as the changes suggested by others in the forum were not accurate.)

New Feature: Added the ability to export the ISO country code (both 2 character and 3 character) per request.

You can get the contribution from either of these locations:

My downloads page

Zen Cart download page

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