I am happy to announce the launch of SpaccioItalia.com, an e-commerce platform that offers an accurate selection of Italian gastronomic products on sale in over 50 countries. It’s a new arrival by Oltre Digital.
We have chosen over 4000 excellent grocery products, almost all Made in Italy, with attention to nutritional aspects, as well as a mix of tradition, innovation and taste.
Discover the surprising products of Spaccio Italia and with them the flavours of authentic Italian cuisine.
This post is for business that own an ecommerce site, a Facebook page and possibly other channels. Nothing unethical or forbidden: it’s just a soft trick to get more likes and engagement avoiding paid advertising.
- set up a voucher code (e.g. a 20% discount) for certain or (better) all products on your ecommerce platform
- invite your visitors to Like your Facebook page and send a private message with a standard sentence (to avoid confusion with other private messages)
- answer them sending the voucher code
Alternatives: make the voucher viral
If you want to be viral instead of sending the voucher code in text use a dedicated landing page on your site, where potential customers can find out the code and also share with their friend a message that replicate the above procedure (Like the page, send a message….)
Alternatives: other promotions instead of vouchers
If you don’t have anything to sell, why not running a similar campaign to send an ebook or a voucher for another company? Many companies already run similar campaigns to get user personal data, but at some point I think that a Facebook like worth more than personal data when they can be unreliable (e.g. unsubscribe after receiving the ebook or using a secondary email opened only to avoid spam), whilst usually a person don’t unlike a page after receiving its ‘present’.
Promote the initiative with a CPC campaign outside Facebook
So far promotional efforts have been free (ok the voucher can be considered a cost, but it comes after a conversion after all). If you have some budget to spend, why not using a CPC campaign outside Facebook? For example, the same landing page can be associated to an AdWords campaign and get three opportunities instead of one.
Usually a CPC campaign is linked to a landing page with some offer. This way it is linked to a landing page that contains
- a bunch of products that are ready to be sold
- an invite to Like your Facebook page and send a message to receive a voucher (engage)
- an invite to share this opportunity with friends, immediately and even after receiving the voucher
And what about getting personal data?
And what about other personal details like email, city, etc? Well, they will be needed later any way, to activate/benefit the voucher.
Track the voucher!
Don’t use a standard voucher but differentiate depending on what’s the path to get to it. To assign some criteria you can use the standard sentence that users has to send you through a FB Page private message in order to get their voucher:
- invite posted on site, blog, social media etc. OR CPC ads – each invite can have a standard sentence depending on criteria you want to track (mostly source/medium)
- user to Like FB page
- user to send private message using a standard sentence taken in stage 1
- Facebook page manager replies sending a textual voucher code or a link to specific landing page with more content and voucher code related to standard sentence
Many people do not set up Goals on their ##google Analytics account. That’s a shame, because despite not having an ##ecommerce website, Goals help them to 1) deep dive into the most challenging side of the analytics world (where the magic rule is learning by doing) and 2) learn more about a website, in a consistent way.
Google Analytics has just refreshed its Conversion Goals setup screen adding some standardised categories that are self-explanatory about what Goals are: good move for newbies.
After choosing the type of Goal in Step 1 (e.g. create an account or make a payment or whatever you like, see figure 1 above) you might be surprised to find the following four standard categories in Step 2. Nothing magic then, the new interface has just been designed to assist users in creating new Goals.
Finally, on Step 3, you setup your Goal details. For example, if you have chosen Play a video in Step 1, you will end up in events (you need to configure your media player properly in order to send events data to GA).
Look carefully at the last row before the buttons: Verify this Goal. That is a very useful tool to check if something is worth (or is wrong). If your Goal bring 0 despite you expect something you might go back and check something – usually you need to adjust URL’s or Event variables. Pay attention when using RegEx and always test before being sure that everything is ok.
Now, I’d like to express a critique to this new approach. As you all know, GA allows 5 Goals for each of the 4 Goal Sets that make up to 20 Goals in the free GA (well, the premium version doesn’t have any limit but that’s another story).Unfortunately it is not possible anymore to assign Goals to particular Goal Sets as it used to be before the change. Goals are assigned sequentially, making very difficult – or impossible in some cases – to group them in Sets depending on their nature.
If you are tracking transactions (completed), remember to opt for E-commerce tracking – if possible. To setup Ecommerce tracking you need to add some variables just on the page where the transaction is confirmed (usually a thank-you page). It’s fundamental to have a unique ID for each transaction, that might contain one or more products. Some values are optional, others are compulsory. If you are managing Google Analytics Tracking Conversion (GATC) through Google Tag Manager, then you need to use data-layers instead (and the code slightly changes).
Finally, if for some reasons you cannot setup you can still add just Goal value to the transaction page. Just avoid to add both Goal values and Ecommerce revenue or you might end up in doubling your revenues… unfortunately only on GA!