Ocanao British Shop
Objectives
Marketing Objective
Increase the store’s conversion rate while decreasing CPA.
Marketing Strategy / Tactics
1 – Perform surgery on the site in terms of what is being tracked, look & feel and messaging.
2 – Optimize and manage GAds and G Shopping on an on-going basis.
Communications Objective
1 – Visually position the store as an established, small family business with a wide variety of British foods.
2 – Resonate with the primary audience – British expats.
Communication Strategy / Tactics
1 – Show people / a person to a) be welcoming / humanize an otherwise cold website, b) differentiate and c) gain eye-catching attention.
2 – As every page is an entry page, use the website header to immediately communicate a) British groceries (the logo accomplishes this), b) wide variety and c) differentiates from competitors.
3 – Starting with the home page, emotionally connect with the audience on the home page with a main image that communicates “we not only sell what you want, we understand the reason you want it; we feel you”.
(Main images for category pages can be created later.)
4 – Tone Of Voice: for any copywriting, use a friendly, “we’re one of you”, neighborhood corner grocer approach.
For Discussion…
The Header:
- Header Option 1
Homepage
Product page blue
Product page green
- Header Option 2
Homepage
Product page blue
Product page green
The Hero Image:
- Hero Option 1 (shown with Header 1)
- Hero Option 2 (shown with Header 1)
- Hero Option 3 (shown with Header 2)
- Hero Option 4 (shown with Header 2)
Website Surgery…
1 – Header
2 – Home page main image
3 – Button colors change
4 – Font color – change to black
5 – Update menu navigation links
6 – Add an accessibility feature. *
Please create an account at the link below, and either send us the appropriate code snippet or allow us access to get it.
7 – Google Customer Reviews *
If you can complete this and get us the code snippet to install in the back end so that the badge displays on the front end, great. If not, we’ll need an additional $150. We need to know one way or the other preferably before installation of any graphic elements to the site so that the code snippet can be installed at the same time to avoid having to go back in.
Learn More : https://support.google.com/merchants/answer/7124319?sjid=8747054249593722352-NA
* We need to know one way or the other preferably before installation of any graphic elements to the site so that the code snippet can be installed at the same time to avoid having to go back in.
NOTES
A) #s 1 above requires some custom coding of the template. This means that, every year or so, the template should be updated manually by our / a developer.
(Themes developed by Shopify are updated usually once per year. These updates sometimes add functionality but usually include updated security features. When a template has even the slightest amount of customization, an automatic update will overwrite any custom coding. It is not unusual at all to have a bit of custom coding performed and a developer update the theme once per year. The cost is minimal.)
B) You may want to switch to the Woodstock theme, which is more modern, though there is a one-time cost of $270. It is a 3rd-party theme developed specifically for Shopify ecommerce businesses.
Website Surgery p1 | Website Surgery p2 | Download Website Surgery Word Doc
Homework For OBS…
* Grant Shopify Access
Instructions for this to come.
* Google Search Console
We’ll need you to do a few more things in there. Info to come.
* Product Feed
There are issues with the product feed that Google Shopping & GAds PMax uses to display products. These issues need to be addressed if you want more of the SKUs to display.
* Replace pixelated product photos. They are an eyesore.
(If a product photo is smaller than the size Shopify needs it, then the photo will be automatically enlarged and so will be pixelated.)
