Satisfaction Guaranteed: Develop Customer Loyalty Online [Google Digital Marketing Certification 7]

Customer Acquisition cost (CAC)

Average cost of acquiring a paying customer

Cost Per Acquisition (CPA)

Average cost of acquiring a potential customer

Customer Lifetime Value (CLV)

Average revenue generated by cutomers over a certain period of time

Strengthen your resume

Basic resume sections: Personal information Experience Education and training Skills

Email marketing analytics

Besides tracking the performance of your e-commerce store, it's also important to track the performance of your email marketing campaigns. Google Analytics tracks certain details about your email campaigns, such as how many visitors came to your site by clicking a link in one of your emails. However, you can get more detailed analytics about your email campaigns by using the analytics tool in your email marketing platform, such as Mailchimp or Constant Contact. You may also be able to integrate your email marketing platform with a Customer Relationship Management (CRM) tool, such as HubSpot or Salesforce. This allows you to track analytics from multiple sources in one location. Email marketing analytics can help you improve your campaigns by providing detailed information, such as the following: Open rate: The percentage of users that open your email Click-to-open rate: The percentage of email recipients who clicked on one or more links in an email Unsubscribe rate: Percentage of email recipients who unsubscribe from your send list after opening an email Conversion rate: The percentage of email recipients who clicked on a link in your email and took a desired action, like making a purchase Email bounce rate: The percentage of emails sent that could not be delivered to the recipient's inbox Complaint rate: The percentage of complaints recipients send to mailbox providers about receiving your email

Click heat maps

Click maps (or touch maps on mobile devices) track where visitors click or tap on a webpage. Clusters of activity appear as blobs, or spots, of color across the page, as shown in the graphic below. This data lets you identify patterns and trends in visitor behavior, which can help you increase future click rates. Click map data can also help you: Find out which page elements visitors are responding to Gauge the effectiveness of your CTAs Decide whether to run A/B tests on certain elements Clarify page content or structure

Ways to increase avergae order value

Cross-selling Upselling

2. Choose a customer satisfaction survey type

Customer Satisfaction (CSAT) Survey Net Promoter ScoreⓇ (NPS) Survey

Customer Satisfaction (CSAT) Survey

Customer Satisfaction surveys—or CSAT surveys—are used to measure a customer's satisfaction with products or services. To review the variety of customer satisfaction surveys, check out a previous video on customer survey.

curriculum vitae (CV)

A document that presents a full history of an applicant's full academic credentials and professional experience

Customer Survey

A tool to measure how products and services supplied by a sompany meet or surpass customer expectations

A/B testing

A/B testing is an online test of two variants to determine the better performing option, with 50% of testers directed to one variant and 50% of testers directed to the other variant. An A/B test is also known as a split test or bucket test. After you decide which changes to make to an e-commerce store to increase conversion rates, you can use A/B testing to find out if those changes will make a positive difference. If the change leads to a higher conversion rate compared to the original version of the website, you can update the website to reflect these changes.

Heat maps

A heat map is a data visualization tool that demonstrates how visitors interact with a website. It uses color variations to represent users' behavior. For example, if a large number of visitors clicked on a specific link, the heat map would show darker, more intense color in that area.

Rewards Programs

A marketing method designed to build customer loyalty by providing incentives to returning customers

Upload product videos:

Add videos that demonstrate the product in use. Include a video that features a 360-degree view of the product. Include instructional videos, if applicable.

Tier-Based model

A rewards program that allows customers to graduate to new customers status levels based on the amount of money they spend with a company over time.

Points model

A rewards program that offers customers a point equivalent for a determined monetary value spent over the course of several purchases

Spent-based model

A rewards program that offers customers incentives based on an amount spent during a single purchase

Subscription model

A rewards program that requires customers to make a recurring payment in order to receive an exclusive incentive

Session recordings

A session recording captures a visitor's actions as they navigate a website, including mouse movement, clicks, taps, and scrolling. It's also known as a session replay or user recording. Session recording makes it easy to see how visitors interact with a website. This information provides valuable insight into how to optimize a website and increase conversion rates.

STAR method (Situation, Task, Action, and Result)

Adding context is included for the skills listed in a resume. Without STAR method: Organized and shared reports in a timely manner With STAR method: Implemented new formats to improve organization and weekly availability of reports for 35 team members Situation: Reports were hard to read/find Task: Improve the readability/availability of reports Action: Created new formats for reports Results: 35 people read/found reports more easily each week

Customer Service

Advice and support a company provides to its customers before during and after a purchase

Dynamic Remarketing

Allows you to show previous visitors ads that contain products and services they viewed on your site

Education and training

List all degrees you have earned, but only the certificates that are relevant to the job. If you have partially completed a degree, you may include it with an anticipated completion date. Like the Experience section, these should be listed as bullets in reverse chronological order, or with the most relevant training first.

Consider pricing:

Make sure the price of the product is competitive when compared to similar products in the market. If the product is priced too low, customers may question the quality of the product. If the product is priced too high, it may cost more than customers are willing to spend on this type of product.

Shopify analytics

Many e-commerce platforms include their own built-in analytics, including Shopify. Online stores that use Shopify as their e-commerce platform have access to analytics and reports that provide the following information: Recent activity in the store Insights about the store's visitors Website speed for the store Analysis of the store's transactions

Common generalist roles

Digital marketer Content strategist E-commerce digital strategist Digital marketing strategist Marketing assistant

Map transferable skills to job requirements

Example A high school teacher with 5 years of experience is applying for a marketing analyst position that requires the following: (Work with teams to determine campaign profitability, Return on Investment (ROI), and other KPIs) "Teaching is highly collaborative. Teachers constantly share information and standardize measurements to monitor student performance. Below are a few examples of bulleted items in a resume that map a teacher's experience to the marketing job requirement of teamwork."

1. Define goals

Examples of goals are: Reduce redundancies and customer friction. Provide self-service options. Replace the sales rep with e-commerce customer service agents. Take customer reviews seriously. Resolve issues quickly. Resolve an issue in one interaction. Ensure customer service representatives are friendly. Being able to follow-up with the same person if necessary. Being able to record, print, and save a copy of the interaction. Follow up with customers afterwards to ensure they're satisfied.

In the program, you were introduced to Constant Contact as a solution for email marketing automation. How would you show a growth mindset for automation tools in your resume? In particular, how would you incorporate Constant Contact, listed as a bonus, into your resume? Here are some ideas:

Familiar with the benefits of email marketing automation tools Eager to work on email marketing automation using Constant Contact

E-commerce

Focuses on buying and selling products or other online services using the internet Focuses on customer loyalty through rewards programs, Google Ads campaigns, and website maintenance

Digital marketing

Focuses on marketing products and services, using digital platforms Focuses on the development of emails, social media posts, and videos to garner the attention of potential buyers

Freelancing

Freelancers are typically generalists. Having multiple skills and knowledge areas allows them to work with many companies since they have expertise in many different areas.

Analytics tools used in e-commerce

Google Analytics Shopify analytics Email marketing analytics Social media analytics Paid advertising analytics Big data

Tools for conversion rate optimization

Heat maps Session recordings A/B testing

Update the product description:

Highlight the benefits and features of the product. List any technical specifications, such as product size and weight. Include a size chart, if applicable. Use a comparison chart to explain the difference between similar products.

Considerations for a successful e-commerce loyalty program

How can we personalize our loyalty program experience How can our rewards program be both desirable and attainable? How Can we create community within our customer base

Paid advertising analytics

If you're running paid ads in search engines or on social media sites, analytics can help you monitor the performance of your advertising campaigns and improve your return on investment. You can view analytics for your paid ads in the advertising tool itself, such as Google Ads or Twitter Ads. You can also integrate these tools with Google Analytics to view all your data in one place. Paid advertising analytics can help you improve your campaigns by providing detailed information, such as the following: How many people viewed your ads online How many people clicked on your ads The number of conversions The conversion value per cost

Increasing the product conversion rate

Improve the product images: Upload product videos: Update the product description: Increase the number of product reviews: Consider pricing:

3. Select a survey medium

In-app or on-site surveys Post-service or post-purchase surveys Long email surveys

Micro Conversions

Indicate that a potential customer is moving towards a completed purchase transaction

Skills

This section is reserved for advanced skills and areas of expertise. If you list a skill, anticipate questions that may probe your skill level during an interview. Effective examples: JavaScript, SQL, Google Ads (not everyone has these skills) Less effective examples: Word, Excel (many people have these skills)

Quarter

Three-month time period based on a company's financial calendar

Average order value (AOV)

Tracks the average amount of money a customer spends each time they complete an order

Net Promoter ScoreⓇ (NPS) Survey

Net Promoter Score Surveys are single question surveys that ask respondents to rate the likelihood that they would recommend a company, product, or a service to a friend or colleague on a scale from 0 for not at all likely to 10 for extremely likely. Promoters: responders with a score of 9 or 10. They are considered to be enthusiastic about the brand. Passives: responders with a score of 7 or 8. They are considered satisfied but not as enthusiastic enough to promote the brand. Detractors: responders with a score of 6 or less. They are considered to be unsatisfied and unlikely to shop with the business again.

3 types of cover letters

Networking Prospecting Application

Usability Survey

Usability surveys relate the customers' satisfaction with the company's website and identify any problems the customer may experience along their shopping journey.

Experience

Use bullets instead of paragraphs; bulleted points are easier to scan and read Include the name of each employer (Optional) Include the location of the employer; this may not be necessary if, for example, you were a remote worker Include your job title Include dates of employment as months and years; Example: May 2019 - August 2022 Use a consistent formatting pattern; Example: if you use bold for an employer, all employers should be in bold. Don't use ALL CAPS for anything

Improve the product images:

Use high-quality product photos. Allow customers to zoom in on the photo for more detail. Include photos of the product from multiple angles and in all available colors. Include a photo of the packaging, if it features information about the product. Include a photo of the product in use.

Google Analytics

Used by a majority of e-commerce sites, Google Analytics is a web analytics service that tracks and reports website traffic. It offers detailed information about the activity on a website, including the following: How many visits the website gets Where its traffic comes from How visitors engage with the site content Which products generate the most revenue The total number of conversions and sales

Using data to increase conversion rates

Using data, you can discover the following insights: Which traffic sources convert at the highest rate Which elements on the page have the biggest impact on conversion At what point in the buying process customers tend to leave your store or abandon their cart Where customers get stuck during the checkout process

Portfolio case study tips

Organize your projects Summarize each project, including its goals and outcomes Highlight transferable skills Demonstrate willingness to learn you can also be honest about mistakes and what you would do better

Basic features in Shopify analytics

Overview dashboard Reports Live view Integration with Google Analytics

macro conversion,

a completed purchase transaction

cover letter

a personal introduction to promote yourself—serves as a companion document to a resume. Its main purpose is to elaborate on your professional skills, motivations, and why you should be viewed as the best candidate for a job.

Tips for writing survey

avoid leading questions (ASK open questions) Do not provide overlapping options Be respectful and inclusive Use brand tone of voice

specialist

n expert in a specific field.

micro conversions

or adding a product to cart

Conversion rate optimization

process of increasing the percentage of website visitors who complete a desired action

Multi channel customer service

provding customer service ascross multiple channels

Benefits of shopify analytics

review stores recent activity get information about customersa test site speed analyze transactions

Faq pages

save you time build trust between brands and customers

Types of heat maps

scroll, click, and hover.

Customer service aspectys

get the issue resolved quickly resolve it in one intewraction provide friendly customer service through out followup

Customer retaention rate (CRR)

Percantage of customers a comapny keeps over time

Return rate

Percentage of products sold that are returned by customers

Product conversion rate

Percentage oif customers who purchase a product after viewing it

Effective post purchase communicaton

Personalize the experice Pace your communication Offer incentives

Customer Survey Categories

Pre Purchase Post Purchase

Conversion rate optimization

Process of increasing the percentage of website visitors who complete a desired action

Cross-selling

Sales technique used to encourage customers to spend more by purchasing a product that's related to what they're already buying

Upselling

Sales technique used to encourage customers to spend more by upgrading to a more expensive product

Bundle offer: (EXAMPLE)

Save 10% ib a helmet when you buy a bicycle

Common specialist roles

Social media strategist PPC specialist Email marketer SEO specialist Social video producer

Net Promoter Score (NPS)

Metric that measures brand advocacy by asking how loyal customers are to a company

Product Analytics

Monitoring and evaluating data to gain insights into how users interact with a product or service

Ways to make it easy for customers to stay connected

Subscription for products Dynamic Remarketing Email marketing Rewards program

Measure customer satisfaction

1. Define goals 2. Choose a customer satisfaction survey type 3. Select a survey medium

Social media analytics

Along with email marketing, it's also important to track your social media marketing efforts. Social media analytics allows you to track, collect, and analyze data from social media platforms, such as Twitter. Many social media platforms have built-in analytics tools. You can also analyze your social media marketing across all channels by integrating with an analytics tool like Sprout Social or Hootsuite. Social media analytics can help you better understand your brand, your audience, and your competitors. It provides information such as the following: Brand awareness: Measures the attention your brand received across all social media platforms during a reporting period Impressions: The number of times a piece of content is displayed to your target audience Potential reach: Measures how many people have potentially seen a post since you published it Applause rate: The number of approval actions—such as likes, mentions, retweets, or favorites—that a post receives relative to your total number of followers Referrals: The number of times someone was guided to your website from another site Conversion: The completion of an activity that contributes to the success of a business

Portfolio

An edited collection of an individuals best projects intended to showcase work experience, style or methods

Post Purchase communication

Any direct interaction cutomers have with a brand after they make a purchase

Customer Surveys can help you learn

Demographics Customer interest and hobbies Issues customers had related to their shopping experience

Heat map

Demonstrates how visitors interact with a website

Customer service channels

Email Livechat Chatbots Socialmedia

Post purchase method

Email (Thank you, Review request, customer satisfaction, Replenishment) Social Media ( Direct Mail (Letter, brand information) Always use actual names make it personal

Increase the number of product reviews:

Enable product reviews, if the store doesn't currently have product reviews on the website. Encourage customers to review products by sending an email request after the customer receives their product.

Hover heat maps

Engagement can't always be measured in clicks, particularly when it comes to written or visual content. Hover maps (also known as mouse maps or movement maps) can capture these patterns of visitor attention by tracking mouse movement across a page. Mouse movement isn't a perfect indicator of attention, but it does provide a sense of where visitors are focusing. Hover maps can help you determine if visitors are: Paying attention to the right (or wrong) elements Becoming distracted by unimportant page details Struggling with page content

Customer lifetime value (CLV)

Estimates the total amount of money that a customer is expected to spend with a business over their lifetime

Benfits of Product Analytics

Evaluate if a product is successful Figure out why a product is underperforming identify opportunities for improvement avoid selling products that don't benefit the business or could harm their brand's reputation plan inventpory needs evaluate impact of marketing campaign

Customer Survey Checklist

Is the wording simple and easy to understand are the questions too personal Is this question too complex? Does this question make an assumption about my customer?

Tailoring resume to job requirement:

Job requirements: "Provide in-depth and insightful custom reports to communicate key metrics and findings.: Basic: "Communicate key metrics and findings" Intermediate: "Provide in-depth and insightful custom reports"

Live View

Provides a real-time view of the store's activity as it happens

Ways to build trust

Quality products Generous return policy Free shipping and returns Quality customer service Protect customers personal and financial information

Digital marketing coordinator (RESUME BUILDING)

Requirements: Create and manage ads on paid search, social media, or display platforms; analyze and report on large datasets using Microsoft Excel or Google Sheets; experience with Salesforce, Eloqua, or Marketo is a bonus How would you showcase what you learned in the program about paid search, social media, and display ads? Here are some ideas: "Created paid search, social media, and display ads" "Monitored Google Search results using Google Search Console." How would you showcase what you learned in the program about analyzing data using spreadsheets? Here are some ideas: "Used sort, filter, and pivot table capabilities in Google Sheets to analyze large datasets." "Created charts in Google Sheets to report on large datasets with data visualization."

Digital marketing analyst

Requirements: Web analytics tools, Tableau, Google Tag Manager, Adobe Analytics, Google Analytics, database query, SQL queries, Qlik, Business Intelligence and Reporting Tools (BIRT), data visualization, and SEO How would you showcase the experience with Google Analytics, data visualization, and SEO you gained by completing activities in the program? Here are some ideas: "Analyzed acquisition, engagement, and monetization metrics in Google Analytics Used explorations in Google Analytics to identify correlations between professional conferences and online merchandise purchases Created pivot tables in spreadsheets to visualize conversion trends in Google Analytics Created charts in spreadsheets to visualize and report user session data Modified content elements to improve SEO and influence higher rankings" In the program, you were introduced to Tableau, Google Tag Manager, and SQL. How would you relay a growth mindset relating to your use of these tools? Here are some ideas: "Familiar with Tableau and marketing dashboards to monitor metrics and KPIs Willingness to explore the use of Google Tag Manager over global site tagging Keen interest to work towards managing SQL queries for marketing data analysis."

Scroll heat maps

Scroll maps track what percentage of visitors scroll down to specific points on a webpage. hey tell you what areas of a page visitors are likely to see, rather than how they respond to individual elements. Often, the "hottest" area is above the fold—the area displayed before scrolling—with the map becoming cooler further down as visitors click away Insights gained from scroll maps allow you to: Put key content where it will get the most attention Identify false bottoms (places where visitors stop scrolling prematurely because they think the page has ended) Propose changes to encourage scrolling (if additional scrolling is the goal) Optimize pages for both web and mobile experiences

Cart Abandonment Rate (CAR)

The percentage of customers who add a product to their shopping cart and leave the store without completing their purchase

Personal information

Your name should be the largest-sized font If targeting a specific location, include the city and state to indicate to prospective employers that you're local to the area; otherwise, your email and phone number is sufficient. (Optional) Add a link to your LinkedIn profile (Optional) Add a photo—a media-savvy startup may place a higher value on a photo, but a more established company may not; follow what you perceive as the current culture of the prospective employer.

generalist

is knowledgeable about many topics and has various interests

Big data

is the field in analytics that systematically mines and extracts information from very large datasets for insights. Big data is changing what's possible in e-commerce by allowing marketers to monitor data in real-time and make immediate adjustments to a campaign. Big data also helps marketers use predictive analytics to predict how a webpage or ad will perform. Here are a few solutions for analyzing big data: Structured Query Language (SQL): The standard language used to communicate with databases developed by different vendors and hosted on multiple platforms. SQL queries enable you to pull data from databases for analysis. BigQuery: Google's cloud-based data warehouse solution. It helps you manage and analyze your data with built-in features like machine learning and business intelligence. You can use SQL queries to find data that answers your business questions. Python: A programming language that's become popular for data analysis. It can also be used for data visualization.