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Self-hosted platforms, which include many popular open-source platforms, are more freeing (and challenging) than hosted platforms. In short, you’ll have more control over your site, especially SEO control — such as access to log files (depending on which platform you’re using), easier batch uploading, and detailed control over elements like canonical tags. There’s a stark difference between hosted and self-hosted eCommerce platforms for SEO when it comes to log files. if you don’t do a lot of blogging: You can use platforms like Shopify and BigCommerce for limited blogging needs, and you likely won’t run into many problems.

If you’re still exclusively relying on high-production-value photos, videos, and designs for your ad creative, you’re getting left behind — and wasting thousands of dollars of your advertising budget. Here’s an example from our client Mountain House, who frequently uses UGC in their organic social media strategy: Despite its popularity, user-generated content campaigns can be (and often are) an initial hard sell for eCommerce businesses. We’ve written at length about how we tested high-production-value content vs low-production-value content in Vitrazza’s ad creative. If you’re still relying on high-production-value photos, videos, and designs for your ad creative, you’re getting left behind — and losing out on a huge opportunity to connect with your customers.

By default, most analytics tools (including Google Analytics) report session-based conversion rates (A.K.A., the number of your site visits that turn into sales). Even so, user-based conversion rate is a better reflection of your true conversion rate than the default session-based conversion rate shown in Google Analytics, as shown in the screenshot below. If a user-based conversion rate is more effective than a session-based rate, why do so many tools automatically report on the latter? In fact, the percentage-based conversion rate that’s shown in the bottom right corner is still based on sessions, not users.

Facebook’s tests allow paid social marketers to conduct randomized control trials (RCT) to test for incremental lift. Like with any good test methodology, a Facebook Brand Lift Study involves two groups: test and control. If you or your client are unsure about the effectiveness of Facebook advertising (either because you’ve never used it or have attempted only a few campaigns), give a Facebook Brand Lift Test a shot. If you’re unsure of whether Facebook Brand Lift Studies are right for your campaigns, or you want to improve your paid social campaigns in other ways, our strategists are always happy to chat.