Introduction To The Different Types Of Facebook Ads

Like BoardOne of the most used social media sites is Facebook. They are one of the leaders in their industry because they have over a billion active users accessing their accounts monthly. Facebook has released Product Ads that are easy to set up and will help ecommerce businesses grow their business and client base. Product ads have been designed for businesses to target their ads more effectively. Facebook’s latest ad unit will allow businesses to target their distinct audience. It also allows users to upload their products or entire catalog of products.

Who Can Create Ads?

Ads can be created by any Facebook user. In order to utilize the most out of the product ads, you should create a Facebook page if you haven’t done so already. Once the Facebook page is created then attach it to your product ads. By attaching the ads to your Facebook page it will allow you to have more options for product placing and different ad types when designing your ad.

Where Can You Advertise On Facebook

Facebook gives users the choice of where you can place your advertising. You can choose to place your ad on one location or choose to place it on all of them. Some of the ad choices are mobile ads, desktop ads and they can include sidebar ads and news feed ads. Mobile ads are great for people that are always using their phones. These users have a higher click through rate than the desktop users. If you are going to choose this type of product ad then it is important to have your website participate in mobile friendly checkout service.

Advertising in Facebook

Product placing with the desktop ads offers the users 2 choices. The first choice is the sidebar ad and anyone can choose to advertise with this feature because you do not need a Facebook page. With the news feed ad feature you do need to have a Facebook page and it impacts are more impressionable than sidebar ads. Product ads can also now be placed in mobile apps.

Different Types Of Facebook Ads

Page Post Ads

Facebook requires ad placers to have a Facebook page. These ads can be links posts or photo posts that can be created by a status update.

Page Promotional Adverts

Multi Product/Carousel Ads

This ad choice allows users to showcase more than one product or an entire catalog of products or services.

Product Carousel

Page Post Video Ad

These videos automatically play when a user scrolls through their page. These ads are muted and the user has to unmute it to hear the content of the video.

Sponsored Posts

Built around user activity, it will highlight a Facebook user’s action (a like, share, or comment). It will then be showed to their friends when they share it. It can only reach the friends that are associated with that user’s page and cannot be targeted to a specific audience.

Sponsored Post

Outcome For Facebook Ads

Product ads allow you to choose your target audience and you can bid on the cost per 1000 impressions (CPM) or choose cost per click (CPC). You can choose to be very specific with your targeted audience. For example if you are a florist then you might want to target women and men from age 20 to 50.

The product ads can also be more specific with your targeted audience if you are located in New York city then search for those women in that particular city. Also you can choose to gear your ads around the specific holidays for that targeted audience.

For example in April and May you may want to promote appealing flower arrangements to the targeted audience for the Mother’s Day holiday. The florist is now targeting products that they are aiming to sell.

If an ecommerce business chooses to advertise sponsored posts their goal might be to get people to like the products or services that are offered and visit the website. There are countless ecommerce businesses that are already highly successful using product ads.

Updated Site Software and Dashboard, Cloud Version 4

Announcing Cloud Version 4 Website Dashboard
Announcing Cloud Version 4 Website Dashboard

For the last six months we have been extremely busy writing an entirely new version of both our Content Management eCommerce Suite and our website management dashboard Myweblogin.

The new release will be known as Cloud Version 4 and we are moving the dashboard fully into the cloud so we can better deploy new features to our customer’s websites easily and with less fuss.

The new dashboard is fully mobile responsive compliant so you will be able to manage your website, ecommerce store and manage your orders from any desktop, mobile or tablet you choose.

This follows on from our rollout in May 2015 of the new Login, Help and Account functions on Myweblogin and is based on your feedback.

The internal dashboard design has been significantly updated with a clean consistent interface and new expanding navigation.

Internal Navigation

The main navigation is now split into 8 main areas:

My Website – where you can edit, add and delete web pages, images and files

Orders – all your orders, sales reports, run sheets and blocked delivery dates are here

Products – manage your products and product categories with loads of new features!

Telephone Order – we have now included the manual telephone ordering system so you can take orders and accept credit cards directly through your dashboard

Customers – managing your customers here

Marketing – you can send mass emails cerate coupons, create SEO landing pages, share your product data and much more

Settings – you can edit the settings of your website here, such as email addresses for orders, how products display, delivery options, ordering settings and more

Advanced Settings – these are the templates and advanced settings of your website if you need to get more involved.

Additional ecommerce features

In addition to moving the dashboard fully to the cloud we have added a huge amount of new features including:

  • Bulk Moving / updating / changing the status of orders
  • Send emails on in transit and when delivered
  • Email orders to people (and create lists of people you normally send orders to )
  • New Payment options including NAB, ANZ and Stripe
  • More advanced delivery cost calculations
  • In Store Pickup Options
  • Database of Common delivery location such as hospitals or Funeral Homes

And these are juts the start although not all features will be available for every package.

New product options

We have significantly increased the product features as well (not available for all packages) including:

  • Different images for each color option
  • Differ images for each price variation
  • Up to 8 different price points
  • Ability to include a recipe for the product to relay to other people
  • New category integration so the product can be in as many categories as you would like.

New ordering options

We have added in great new features for ordering as well (not all available for every package) including:

  • Different same day delivery cut off for each day of the week
  • Ability to block entire categories of products from being ordered (useful for Mothers day and Valentines Day)
  • Abandoned cart Notifications by email
  • More notifications customers on the status of their order.
  • Auto lookup of addresses against the Google Places database

These are all but a small selection of the new features that are being released with the Cloud Version 4 of our software. As we beta release the software we will provide more screenshots of the new and improved ecommerce and checkout as well over the coming weeks.

We anticipate that new customers will have the newest version by the end of November and we will start to deploy the version to our customers from December 2015. Unfortunately not all customers will be eligible for a free upgrade, those customers with highly customized checkout processes will need to contact enflexion to discuss upgrade options.



Are you missing on on Marketing Opportunities

Not everyone is great at promoting their business and we often let simple marketing opportunities pass us by. Here are a few of the top ideas that will help build your business and sales!

Build your mailing list with an in store business card bowl

fishbowl_w640Marketing to your existing customers will always return good results because they have already emotionally invested in your business by buying something or visiting your store.

Have a bowl prominently displayed on your counter with a message of encouragement to drop your business card in to win something. No mater what sort of business you are in, something small is a great incentive for customers to give you their contact details.

Some ideas are:

Give away something once a month or week, just make it regular

Do a cross promotion with another local business for a giveaway IE win a Meal at a local fancy restaurant (and they can do a cross promotion with you too).

Don’t forget to actually follow up!

The cardinal rule here is to actually follow up and enter all those customer details into your mailing list.

You should also segment them by date or month so you can inform just that month’s entrants of the winner.

Don’t forget that you should ask every customer when they purchase:

[blockquote align=center]

Are you on our mailing list we have great specials sent out to our valued customers, just enter your email address here.



And please have a pen and some special paper slips ready for people to write their email addresses.

Include a voucher for your customer’s next order

If you are a purely online business, or even if you are not clicks and bricks you want to encourage customers to come back and buy from you again.


The obvious way of doing this is through great customer service, but an added way is to include a voucher for the customer to use the next time they purchase with you.

It could be for a nominal amount like $10 or it could be a percentage off the next order.

Either way the voucher should be physical and should be something that can be pinned to the fridge or note board.

Presentation & Packaging are a marketing opportunity

Back when I was a university student many years ago I worked Saturdays and Sundays in a small gift shop. The owner knew loads about marketing and did an impressive job in training the staff in preparing the item purchased.

Japanese Gift Wrapping

We used a wonderful and very simple Japanese method of wrapping, it didn’t take long but everyone who received the purchase was impressed.

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Mr Porter Packaging

Not every business is going to be able to use the Japanese method of wrapping, but you can take a leaf out of the Mr. Porter, Shoes of Prey or Kent and Lime for making an impression with your packaging.


Mr. Porter is an experience in elegance and luxury and it’s not just aimed at then person opening the package it’s aimed at everyone else in the office as they watch the unwrapping process.

Shoes of Prey Packaging



Kent & Lime Packaging

Kent and Lime a men’s online stylist has a great way of ensuring your items are package well AND can be easily returned if needs be by having a beautiful sturdy custom box that can be reused.



Marketing through Packaging

Power Retail has a great article and case study on using packaging

Include your web address on all marketing material

It may seem really simple but have a look at all of your marketing material including:

  • Receipts
  • Invoices
  • Bags
  • Totes
  • Front of your store display
  • Side of your vans?

Is your business name prominently displayed alongside your web address if not it should be!

If you have your own delivery drivers you should make sure that they have a uniform and a branded top with your business name.

People are naturally curious about things and if someone has a wonderfully presented package arrive in an office they are going to pay attention.

Make it easy for people to fulfill their natural curiosity by giving them enough information to find your business online through a casual Google search.

It’s important to take advantage of the secondary customer and the potential for orders in the future.

10 Reasons eCommerce Websites Fail

It seems another ecommerce website is being setup every second and every new business always believe that their business model is totally unique.  The reality is that most of these websites will fail because the owners lack the knowledge and experience to make them successful.

Whilst every business may sell something different these are the top ten reasons why ecommerce websites fail.

1) No Money Pumped into the business

It may seem a no brainer but doing business online is no different than doing business off-line.  Many customers think that they can spend a few thousand dollars on website and that’s the end of the investment.


A good website will cost more than just the upfront costs, if you want to do this correctly you need:

  • Excellent Website Design
  • Excellent Product Images
  • Excellent Product Descriptions
  • Ongoing Advertising Budget
  • Ongoing SEO Budget
  • Ongoing Design Budget for Banners and website changes
  • Bandwidth costs for when you get busy
  • Hosting Costs for servers
  • Transaction Costs

Then biggest pitfall we see are customers who already have a bricks and mortar store and have spent hundreds of thousands on the store but have a total budget including marketing the website of less then $10,000.

Even worse some people think they can build it themselves with a free web service and then become disappointed with their results, all because they failed to invest in their online store.

So when starting out or upgrading you need to have a realistic budget not just for the upfront costs but the ongoing costs as well.

2) No Patience

A business takes time to grow especially online.  You can’t expect to launch your store and become an overnight success in a month.  The reality of people who are “overnight success stories” is that they have been slowly building their business for years.

If you are an impatient person to begin with, running an online business is going to frustrate you even more.

More people throw it all away because they are too impatient to let the business grow.

3) No Plan

It’s the fundamental problem with most small businesses online and offline that fail,

They have no plan in place!

Like any business you need a solid plan in place for every aspect of your business, in an ecommerce website you need

4) No website Visitors

For a website to make sales you need visitors to your site and you need to market the site.  The most common marketing techniques are:

  • SEO
  • Google Adwords
  • Facebook / Social Media

At the end of the day any tool or technique that brings the right customers to you website cost effectively is good!

5) A Bad Website

If your website does not work, has broken images or is hard to use customers will not buy from you! They will do a Google Search and go to another website that is easier to use.

6) Bad Product Photos

A recent study suggested that high quality product images can add up to extra 2% sales conversion rate!

People buy products by seeing what they look lick, if the product images are not up to scratch then it’s almost as if you are saying your product are not up to scratch.

Product images should be:

  • High quality
  • Standard sizes across your website
  • The same aspect ratio
  • Not copied from somewhere else

It’s ok to take the pictures yourself just make sure they are properly touched up afterwards so they look professional.

7) No Cash Flow

Businesses take money and that’s especially true in ecommerce where you need to spending money to make money. Advertising costs money and Google Adwords, remarketing, SEO, Content all need cash to do.

Make sure your budgets have enough cash flow in them to run the business properly.

8) Poor Stock Management

No one wants to wait for their order for weeks and weeks and weeks, make sure if the item is not in stock it can’t be ordered or have a note to say when it will be back available.

If you do your own Pick and Pack it’s easy to manage your stock control, if you use a Drop Shipper or direct from the manufacture model make sure you understand every day where your stock levels are.

9) Too much Competition

You can succeed in a crowded market but more often than not at some point if there is too much competition in the market the cost to acquire the customer base and market share may be more than the potential profits.

Even so to succeed in a competitive market you need to differentiate yourself from the other retailers.

10) No Differentiator

Imagine two stores that both sell the same product in a shopping centre side by side.  Unless they differentiate themselves it’s hard to know which to buy from.  There are many differentiation points such as add-ons, customer service, sometimes money or other extra value adds.

Many businesses fail because they do not properly differentiate themselves.

Integration with the Payment Gateway

stripe-logoOur ecommerce platform now integrates with the payment gateway.

Stripe is a payment gateway that allows customers to process credit cards directly on the customer website (like eWay) however you do not require a merchant bank account.

The benefits of Stripe Are:

  • Simple setup for businesses
  • No Merchant Account required
  • No upfront or ongoing costs apart from transaction costs
  • Customers never leave your website to process their order

How much does stripe cost?

Transactions are charged at 30 cents per transaction and 2.9% total value.

Fantastic entry level alternative to eWay

Stripe is a fantastic low cost of entry way to professionally accept credit cards on your website as an alternative to eWay and requiring your own merchant bank account.

How do I choose who to use?

If you are struggling to work out who to choose you need to work out the cost of either eWay or Stripe over a year. You will need to work out how many transactions you do over a year, factor in merchant fees, yearly fees etc.

If you did say 1000 transactions a year of $100 each:

Stripe Costs

Stripe Set up Fee: $0

Transaction Fee: 1000 x 0.30 cents = $300

Percentage Fees: 2.9% of $100,000 = $2,900

Yearly Fees: $0

Total Cost: $3200


eWay (entry level)

eWay Setup Fee: $49

Per Transaction: 1000 x 0.30 = $300

Percentage Fees: 2.9% of $100,000= $2900

Total Cost: $3249

However eWay has loads more plans that can vary with the number of transactions so your calculation is going to be different.

I think if you are just entering the eCommerce market place or you can’t get a merchant account then Stripe is ideal for you.

For further information call us on 1300 730 560 or email our team on and we can discuss integrate a account for your website.

Are you aware of the Google Changes for “Doorway” Pages and how they affect your website?

The last few weeks of SEO work for many has been focused on making sure that your site is mobile optimized for the most recent Google Change that was enacted on the 21st of April 2015. You have probably seen the countless articles in all the major newspapers on this change

You can read about it here

If your site is not mobile optimized it’s not too late to do so just contact our team on 1300 730 560 and we can assist.

Significant change to rankings of Doorway or Landing Pages

There is however another significant change that Google has announced in the last few weeks, the change to the way they rank Doorway Pages and their intention to reduce their rankings.

A Doorway or Landing Page is a specific page that targeted search engine traffic for generic or general keywords that takes a user to essentially the same place.

Google includes in their definition of a Doorway Page “cities or location pages”, and it’s this that we are concerned about.

Most florist websites use separate landing pages for each of the major suburbs or areas that they target and many have built up a collection of these pages ton target people customers searching for flowers / florists in these areas.

So far we have seen no evidence or notifications from Google that any of our customers have been penalized.

So are these pages bad or good for SEO and will I get penalized?

Overall I still believe that well designed, unique content rich pages that have relevant content on the page will most likely pass Google’s current algorithm change.

However the important thing to take away is that the pages MUST have high quality, unique and relevant content.

I believe that for florists in particular location based keyword pages are a useful tool in

Here are a five things you can do to mitigate your SEO risk for these pages:

1) Don’t have empty pages

If you have built a whole lot of empty or near empty pages to gain keyword traffic you have a few options.

Initially you should remove the page entirely from your website.

You can then write new content that is high quality, unique and relevant and republish the page.

2) Make sure your product category pages have written content

One of the most overlooked content areas for ecommerce websites are the product category pages.

These pages could incorrectly be viewed as Doorway pages and the easiest way to prevent this is to have quality unique content on these pages.

3) Properly link all pages in your website.

Every page on your website must be accessible for someone visiting your site. This means that if you have landing pages they should be linked from content within the website.

The linkages should be done in as natural a way as possible. This does not mean link bombing a page of your website with every link to the landing pages. The links should be spread over your site in relevant content.

4) Plan and pre prepare content

If you have a blog, or other article based system on your website don’t link it until you have content ready to go to avoid empty pages on your website.

5) Ensure you have quality unique content and avoid duplication of content

You should avoid at all costs duplicating the same content on your website.

If there are multiple places for the same content use canonical links to promote only one page of the site.

When you are writing content for the landing pages or any page the content must be of a high quality and be relevant to the keywords targeted. So if the page is targeting products delivered in an area, the page should be equally about your product and equally about the area.

If you target specific areas consider using location specific reviews or testimonials for your customers. You can also do special offers or anything that makes it relevant for you to be targeting the location.

At the end of the day none of the above is new or different to all the SEO advice that Google has been telling us for years, good SEO is based on high quality well designed websites with good relevant content.

4 trust indicators to increase sales conversion

When a customer visits your website they are making an emotional decisions as to whether or not they trust your site and will purchase with you, this is a quick guide to 4 simple things you can add to your site to improve trust.

Online customers especially those who have never been to your site expect to see certain standard thing son you design and information to encourage them to purchase.  They want to be confident that your site is secure, that the product listed is the one they will receive and if there is a problem with the order you will give excellent service to solve the issue.

So how do we visually do all of these things?

1) Site Seals and Security Seals

Security of customers personal data, credit card data etc are paramount in most customers minds.  Customers are being bombarded day after day with phishing emails, fake websites and other scams. Every eCommerce website must have a security seal SSL to encrypt the data and customers are being trained to look for the little padlock on their browser to ensure that the site is secure:

Screen Shot 2014-12-09 at 10.52.00 am


Many of the SSL providers can also provide you with a seal to say your site is secure as can your Payment Gateway.

Screen Shot 2014-12-09 at 10.52.30 am

You can use a variety of seals from many different companies such as your SSL provider,  payment gateway, Paypal, eWay etc or you can pay a company to review your site on a regular basis such as Norton or McAffee.


It’s important however that you do not simply copy a site seal but your site must earn it to display on your website.

2) Privacy

Screen Shot 2014-12-09 at 10.59.25 am

If you collect a customer’s personal information or ask them to join or signup to your website etc you need to have a visible link to your privacy policy.  The privacy policy must explain exactly:

  • What you will use their details for
  • How you protect their privacy
  • Who you share their information with.

Australia as do many other countries around the world have very strict online privacy policies that explicitly state how and what data you may keep on your customers online.

The bottom line of privacy though is that you must always ask for permission and never act outside your stated policy.

3) Excellent Customer Service

In any business good customer service is paramount and online is no different, it’s also very straight forward to provide good customer service on your website and encourage trust through customer reviews.

A customer is going to want some basic information answered on your website that’s easy to find which includes:

  • Accurate product information
  • Telephone, Email and Web forms for easy communication
  • Delivery Policy and Costs
  • Returns and Refunds
  • Terms and conditions of sales

If you have excellent customer service and provide all this information you can then leverage your past customer’s good experiences with online reviews on places like FEEFO, Facebook, Yelp etc

Screen Shot 2014-12-09 at 11.05.32 am

An example of our customer reviews on our Facebook page are fantastic.

Screen Shot 2014-12-09 at 11.04.40 am

Services like FEEFO are excellent for reviews that also add stars to your Google search rankings.

There is also an added upside to good reviews of businesses online, Google actively ranks sites with good reviews higher in organic search results for your SEO.

4) Money Back Guarantees and Returns

Whilst it’s not always practical for every circumstance to offer a money back guarantee it goes an awful long way to improve the trust that someone has purchasing from you.

In reality very few customers do send back products for their money back unless the product is inferior to what was promised or inaccurate and most returns are for size or colour changes.

However offering a money back guarantee and a simple returns policy is a great big help for customers who might be unsure of their exact size or the quality of your product.

There are many services out there that will assist with this, our customers and we too have had great success with services such as Parcel Point who manage the whole returns process for you.


There are many elements of website design that are done to increase trust on a website just as there are many elements of the layout that encourage people to purchase.  These four are only a few simple things that you can achieve on your website.

Do you need help with your Commerce website? Give us a call on 1300 730 560 or email us on and lets see how we can better design your website experience to increase your sales conversions.

Tips to reduce cart abandonment in eCommerce Websites using effective Popups

Over the weekend I was doing some shopping online for some new shoes and like most consumers I had a couple of different websites open in various tabs in my browser.

I was price comparing and style comparing – all very normal consumer behaviour when shopping online.

I wasn’t sure whether I was going to buy in this session, or whether I was just creating a shopping cart of a wishes that I might purchase in the future.

Now I have visited most of these sites in the past so I am sure they have tracking cookies that know that I am repeat visitor.  They may even know that I have added products to their shopping cart before and not purchased the items.

But this time as I was switching tabs to another site the site below, Antoine and Stanley delivered me this great pop up for a 10% discount on my order if I joined their mailing list.

Pop Up to encourage eCommerce Sale
Pop Up to encourage eCommerce Sale

Now I know a lot of people are not fans of pop ups, and done poorly they can be very annoying and turn customers away.

In this case however it was perfectly timed to tip me over the edge from being an active browser to a purchaser.

Which is no mean feat in today’s online commerce marketplace.

Effective Online Popups

In the eCommerce Funnel Pop ups can be very effective in many circumstances to increase sales conversion rates like this one or to encourage people to join the website’s mailing list or to up-sell.

In this case the Pop Up was triggered when I was leaving the session after an item had been placed in the shopping cart.

Other effective Pop Ups can include:

  • Mailing List Joins
  • Social Media Sharing
  • Save this shopping cart for later
  • Spend another XX to get Free Shipping
  • Limited Stock of product in shopping cart
Free Shipping Upsell
Free Shipping Upsell

In this case it was aimed at impulse buying behaviour by offering a discount, but other marketing tools that are similar and can be used are:

  • Scarcity – Saying thins like last item or almost out of stock
  • Value – By bundling the product with something else or giving an additional item at a discount
  • Fear – By warning people they will miss out or something will happen if they don’t buy
  • Loyalty – Offering discounts or other offers like free shipping to returning customers
  • Added Value Up-sell – One of my personal favourites Free Shipping Over XX dollars as it encourages people to add just that little more to the cart to get the Free Shipping

In today’s cut throat ecommerce market place every trick we can use to encourage people to buy that increases our sales conversion rate and our profitability is worthwhile!

5 simple sales rules to remember

The number one mistake that many small businesses make is not following leads up in timely manner, and in some cases not following leads up at all!

simple sales rules to remember

The number of times I personally have completed a web form, sent an email request or even phoned and asked for information on a product or service and have never gotten a response is immense!

When a customer makes an enquiry it means that they are already interested in your product or service and half the sales battle is already won!

And here are the 5 simple rules and ideas for making sure you maximize every sales opportunity.

Simple Sales Rules

1) Always respond to an enquiry as soon as you get it.
This can be as simple as an email back saying thank you for your enquiry, we will get back to you within 24 hours etc.

2) Keep to your agreed timeframe
There is nothing worse than being told that someone will get a quote to you by 5pm and not do this. If you can’t meet the deadline, then email the person and tell them.

3) Create Pre-Written Responses
If you get asked for the same information on a regular basis then have it pre-written with spaces to customize the response. It saves you time and means you can get the response back quickly.

4) Follow up if you don’t hear back
If you have followed up to the enquiry and sent the required response, don’t be scared of contacting the customer a couple of days or a day later. And especially don’t be afraid of asking for the sale.

5) Remember to follow up in about six month
I can’t count the number of customers we have won where after their initial enquiry they have asked us to call them back in three, six, twelve or more months later. Sometimes we get the sale just because we do remember to follow up even after a year has passed.

Sales is all about discipline and keeping adequate records and reminders. Why not talk to us here at enflexion about linking your sales management system with your website so you never make the top small business mistake that so many businesses make.