The Weekly Shop (16th – 20th December)

Welcome to the last Weekly Shop of the year. In this last edition, we take a look at why ecommerce retailers are still failing provide information on Christmas delivery dates, which country spends the most online and some insight into SEO in 2014 and why link building is not enough anymore.

Ecommerce and Christmas delivery: some retailers still don’t get it

For anyone doing some last minute online Christmas shopping, one of the biggest questions will be ‘can this retailer deliver in time for Christmas?’ This information is essential to manage customer expectations and improve retention through clear messaging and delivering on promises. In this article, Graham Charlton from Econsultancy looks at how ecommerce sites are failing to inform customers about delivery dates at Christmas time and he also sheds some light on best practice approaches.

Key Christmas trends to keep in mind this season: stats

With higher-then-usual retail activity, Christmas is always an interesting time for digital trends and statistics. Using their vast pool of research and data, Econsultancy have helpfully put together some of the key Christmas trends which are worth bearing in mind in the lead up to the 25th and beyond.

The UK spends more online per head than the rest of the world: stats

OFCOM’s 2013 International Communications Market Report has found that the average person in the UK spends £1,175 online, making us the biggest online spenders in the world. According to the OFCOM report, the UK also has a higher level of trust in online retailers than the rest of the globe. More stats over on Econsultancy.

Silver surfers show their online confidence: research

Following on from the above, we’re clearly becoming more confident with the idea of online shopping and new research has shown that Senior Citizens have also embraced the digital shopping revolution.

From Old School to New School: SEO in Transition

This article from Search Engine Watch looks at some of the transitions that have taken place in the world of SEO by comparing the way SEO was practiced a few years ago to how it should be approached today.

Link building vs. content strategy: why link building alone is not enough anymore

In light of the above, our last link is a post from our Senior Social Media and Content Consultant, Alice, about why link building alone is not enough anymore. Her post really sums up our approach to link building and Alice has put together an infographic to illustrate the key aspects of a holistic natural search strategy.

And that’s it for this week. We’ll be taking a short break over Christmas, but we will be back on the 10th of January to fill you in on all digital marketing and retail news for the New Year.

Until then, Merry Christmas!


Link building vs. content strategy: why link building alone is not enough anymore

Here at Leapfrogg, we’ve always followed the mantra ‘users first, search engine second,’ when it comes to natural search. In other words, whatever we do to improve the visibility of your website should also benefit the user. You can read more about our customer-driven approach in one of Ben’s guest posts for Econsultancy, found here.

It used to be the case for many others that by simply building lots of links to your site – no matter where those links came from – you’d be able to “game” the search engines into thinking that your website was worthy of a high position in the search engine results page (SERP). Targeting specific keywords with links to specific pages would see your Google rankings steadily climb for those terms. Unfortunately (and quite rightly) it’s not that easy anymore. Your website has to genuinely add value to your readers if you want it to be noticed.

Since Google released its first Panda update back in 2011 with the aim of filtering out low quality content from search results, increasing emphasis has been placed on building a content-rich, well-structured website as a starting point for any natural search strategy. Following the latest Hummingbird update, which very much places users’ needs at the centre of search, Google is going to notice faster than ever before if your site doesn’t cut it when it comes to content.

Links are still important, there’s no denying that. Links count as editorial votes of confidence, but whereas this used to work in a silo Google is getting better at catching you out if you’re building links to a less-than-brilliant site. We’ve put together the accompanying graphic to illustrate the key aspects of a holistic natural search strategy. It’s not about gaming Google, it’s about creating a site that’s worthy of its position in the SERPs and making sure that the right people know about it.

Link Building vs Content Strategy Diagram

Click to enlarge

Make your website awesome

Your website shouldn’t just be the place where people can buy your products; it should be an indispensable information resource for your customers. User-focused content that sits on your site such as how to guides, a comprehensive FAQ section, customer competitions, white papers, surveys, videos, news stories, images, infographics and an active company blog – provided it’s all properly structured – will significantly increase the size of your site and give you a wealth of content that people will naturally want to link to.

Share your content with the world

Now that you’ve built an amazing site, it’s time to shout about it. Ensure that you are regularly sharing links to your on-site content via your social media channels – Google will notice when links to your site are being shared on social platforms and these positive social signals generally correlate with the authority of your site and your natural search visibility.

Encourage the world to share your content

It’s not just about YOU sharing your content though; it’s about getting others to share it. Use your social media channels to reach out to influencers including industry publications, potential and existing brand advocates, bloggers, influencers and – most importantly – customers by initiating conversations and volunteering links to your content. Also, ensure that every page of content on your site has sharing buttons, making it possible for others to promote your content with one click.

Nurture your brand advocates

Social media is undoubtedly the most effective way of building your army of online brand advocates. If you deliver a great experience via your social channels as well as having an amazing product or service, you’ll find that you’ll reap the rewards in the form of online recommendations which goes towards maintaining that all-important social buzz and engagement around your brand.

Get the links you deserve

By having a well-structured website with fantastic content, you will likely find that sites will link to you naturally as a result of discovering you via social media or natural search. Most of the time, however, securing links needs a lot more work. Do something that’s newsworthy, come up with a killer content collaboration idea, host an event for fans or influencers or launch an exciting competition and actively reach out to the people you want to links from – whether that’s news sites, industry publications or bloggers.

Get on Google+

Unsurprisingly, Google really wants you to use its own social media platform. Having a Google+ page for your business will help to enhance your presence in natural search. Firstly, by tagging your site up with rel=publisher, your Google+ page and latest Google+ post will appear in search results for relevant queries. Secondly, tagging individual content pages on your site (e.g. guest blog posts from industry influencers) with rel=author promotes the transparency and integrity of the content, helping users scan and read content by people they want to read more from. It also helps pages stand out in the SERPs by having the author’s image next to the listing which can help improve CTRs to your site. Additionally, blog owners should contribute to others’ blogs as an author which adds more weight to your brand and improves individual identity.

In summary…

Securing links should still be an integral part of your natural search strategy. We’ve known for a while that buying hundreds of links from low-quality sites won’t work, but now the quality of YOUR site is of primary importance. Even if you’re regularly gaining links from blogs and other online publications, Google will be looking at a whole host of other factors including your on-site content, how your site is structured, how many times links to your content have been shared on Google+, Twitter, Facebook, Pinterest etc. and whether or not you’re making use of Google+ as a social brand hub.

By getting all of these elements right, you’ll drastically increase the chances of your content being seen by the right people: your potential customers. What’s more, as is always the end goal, this should ultimately have a positive impact on your bottom line.

Alice Reeves on Google+

The Weekly Shop (9th – 13th December)

In The Weekly Shop this week, we have a white paper around customer experiences at Christmas, some tips on how you can build loyalty during a long purchase cycle, how retailers can leverage unique identifiers and structured data and an article from the Froggblog around the recent updates to Google’s Analytics and Webmaster tools.

Providing exceptional customer experiences at Christmas time

First up is a white paper from eDigitalResearch which examines how consumers rate their current contact with brands during the festive period and what they feel should be done to better their experiences at Christmas as a whole. The white paper yielded some interesting findings and is well worth a read. 

How marketers can build loyalty during a long purchase cycle

A key element for a majority of loyalty programs is product purchase frequency which enables members to earn more reward currency and keep the products and program on the forefront top of mind. But what happens when you have products without this high rate of purchase frequency? This article from Econsultancy looks at how implement a successful loyalty program with a little creative thinking and a different approach.

How Online Retailers Can Leverage Unique Identifiers & Structured Data

This article from Search Engine Land looks at how what we have learned to date about entity search, semantic search and the semantic web and how it can be applied to ecommerce. The article contains some useful tips on how online retailers can leverage unique identifiers and structured data for ecommerce.

Latest Google Analytics and Webmaster Tools updates in a nutshell

Our last article is from our Senior Natural Search Consultant, Ben. There has been a plethora of updates in recent weeks and months to Google’s Analytics and Webmaster Tools and in his article Ben takes a closer look at the three key recent updates not to be missed if you want to maximise your online marketing campaigns. More over on the Froggblog.

That’s it for this week. Happy reading!

Dynamic Remarketing vs. Traditional Remarketing – what have we learnt?

Remarketing via Google AdWords has been around for a few years now. It’s a great way to get previous visitors back to your site by showing customised ads based on the section of the site they visited (and therefore showed an interest in) as they browse the web.

Dynamic remarketing is a relatively new feature in AdWords which has only been fully released for a few months now. This takes remarketing a step further by displaying your site visitors an ad with the specific product that they viewed on the site.

With traditional remarketing in AdWords, it was often almost impossible for many retailers to find the time, resource or technology to be able to create a set of image ads for every single product on the site, especially if you had thousands of different products.

The most popular approach would end up being remarketing to a broader audience, such as product category, and serving a more generic ad going through to a category landing page. Whilst this approach still resulted in a decent ROI, it is obviously not as relevant as retargeting someone with the specific product they viewed on the site and taking them through to a product page. This is where dynamic remarketing comes in!

Dynamic Remarketing: How does it work?

In order to use dynamic remarketing, you need to ensure your Google Merchant Centre account is linked to your Google AdWords account (similar to how Product Listing Ads work). You also need to add a new dynamic remarketing tag to your site which contains the following custom parameters:

  • Product ID (taken from your Merchant Centre product feed)
  • Page type (whether it is the homepage, category page, product page, basket page or purchase page)
  • Product value (value of product on page or sum of values on basket page)

Although we have found this can be tricky to setup, it is important it’s done correctly as the remarketing tag uses the custom parameters to add visitors to one of the following remarketing lists:

  • General visitors – people who visit your website but didn’t view specific products
  • Product viewers – people who viewed specific products, but didn’t add them to basket
  • Shopping cart abandoner’s – people who added products to the basket but didn’t complete the purchase
  • Past buyers – people who purchased products from you in the past

An important point to note is the lists above don’t overlap, so visitors will only be on one list at a time, depending on how close to purchase they were when they visited your site.

The remarketing tag is also used to associate the product ID with the visit. This means Google can take the relevant product image, name and price from your Google Merchant Centre account and include it in the ad based on the actual product the user viewed on the site. Simple yet clever!

Once you have verified that the code has been implemented correctly, onto the fun part, designing the ads! Most PPC experts are not the most creative folks (me included!) but using Google’s ad gallery templates, you can actually come up with a nice set of image ads. They allow you to customise the adverts using style elements such as your brand, logo and branding colours, so it is well worth spending the time on this and coming up with a few different templates to test alongside each other. Once the ads have been approved by Google, you can press the magic button!

Results so far

Whilst this is still a relatively new feature in AdWords, we have seen some very impressive results so far across a number of different clients, including:

  • Conversion rates from dynamic remarketing are 3X higher than traditional remarketing
  • ROI on dynamic remarketing is 300% higher than traditional remarketing
  • Click Through Rates on dynamic remarketing ads are 7X higher than traditional remarketing ads
  • Although the audience size is smaller, shopping cart abandoners are the most effective audience, driving a conversion rate of 12% with very impressive ROIs
  • Traffic between text and image ads is pretty even, but image ads drive 2/3 of all conversions


Dynamic remarketing is a feature that has been a long time coming in AdWords. Whilst dynamic remarketing solutions have been available via alternative providers prior to Google, they were quite expensive to run for small-to-medium sized retailers. Now it’s here, it has quickly becomes mass market for all sized retailers to use.

We are seeing some great results and would encourage all retailers to use it, especially during the festive period.

Whilst dynamic remarketing appears to yield much better returns than traditional remarketing, we still believe traditional remarketing has an important role to play in a paid search strategy. We have seen strong results when using it seasonally to support key events (i.e. sales, promotions, catalogues, product launches, new websites and so on), so do bear this in mind when mapping out your remarketing strategy for 2014.


Latest Google Analytics and Webmaster Tools updates in a nutshell


There has been a plethora of updates in recent weeks and months to Google’s Analytics (GA) and Webmaster Tools. The three key recent updates not to be missed if you want to maximise your online marketing campaigns are detailed below, and best of all they are all free!

1. Demographic and Interest Reports in Google Analytics

New to the ‘Audience’ section of Google Analytics are Demographics and Interest reports, detailing as you would expect, age, interests and gender. The reports offer valuable insight in to site users and customers, vital to planning any successful online marketing campaign.

Demographics and Interest Reports

Age & Gender – As it says, you’ll be able to see a breakdown of the age range of visitors and their gender, all with detailed information on Acquisition, Behaviour and Conversion.

Interests – Visitors are divided into three slightly confusing interest groups, ‘Affinity,’ ‘In-Market’ and ‘Other Categories.’ The purpose of these groupings is to allow ads to reach people interested in products and services. However, the categorisation of people based on their interests as they browse pages across the Google Display Network means Google Analytics can report the interest group of a site visitor. Brilliant!

Within these three groupings are what we are really interested in; much more meaningful interests including News Junkies, Avid Readers, TV Lovers, Music Lovers, Home Decor Enthusiasts, Travel Buffs and Cooking Enthusiasts to name but a few.

Where’s the data come from?

The information for these new reports comes from the DoubleClick third-party cookie. Since most people won’t be opting out, this will account for a good proportion of your visitors.

How to get the Demographic and Interest Reports

To start seeing the data in GA you need to simply add a line of code to your analytics tracking snippet, set the enabling options in Analytics and wait for the data to come in. More detailed instructions from Google can be found here.

How should I use the data?

Probably the most powerful part of this is the ability to use the data in custom reports as the basis for segmentation. This means that you’ll be able to evaluate how your users’ behaviour varies by demographics and interests. For example, do females interested in travel convert more frequently than males who are interested in cooking? I like.
You’ll be able to quickly form basic customer personas without having to even ask a question! Read more here.

2. Universal Analytics

Google’s Universal Analytics has been around a while in Beta, but is now being rolled out and is soon set to be the operating standard for Google Analytics. Google describes Universal Analytics as “a set of technological innovations that improve the way data is collected and processed in ‘Google Analytics.’ Sounds good to me.

What are the benefits of Universal Analytics?

Get the new and more flexible data collection methods – A key benefit to Universal Analytics is the ability to collect data from any digital device, not just website visitors, this might include Apps and in-store consoles.

Use simplified and more accessible configuration options – Previously things like cross domain tacking could cause a headache for developers. The new analytics will allow configuration without having to make changes to the tracking code itself.

Collect data that’s unique to your business – Create custom dimensions and custom metrics to collect data that isn’t normally recorded in GA like product details, levels in games, or authors of content pages.

Stay up to date – Universal Analytics is the new operating standard for Google Analytics, to receive any new updates you will need to have upgraded from the Classic Analytics to the Universal Analytics.

How do I upgrade?

Sounds good doesn’t it? Get started using Google’s Universal Analytics Upgrade Guide.

3. Smartphone crawl errors in Google Webmaster Tools

Smartphone crawl errors
Mistakes are a surprisingly common occurrence with smartphone sites and can completely undo the benefit of creating a mobile optimised site in the first place, Google recently announced how these ‘crawl errors’ can affect the ranking of your site on mobile devices. To help webmasters offer mobile users a far better experience, Webmaster Tools have recently introduced reports specifically for smartphones.

One of the most common and frustrating experiences I have personally encountered is selecting a search result only to be automatically redirected to the homepage of the site rather than the product or category page, argh! The GWMT Faulty redirects will help you identify and rectify this. Great!


Google take a lot of criticism from the industry but the valuable tools and information they provide help marketers improve their campaigns and deliver more compelling customer experiences.

With all of Google’s tools constantly being worked on and improved it’s important to ensure that as a marketer, you keep up to date and utilise these tools to the fullest. The updates above have some serious potential so get out there and start using them!

Ben Adam on Google+

The Weekly Shop (2nd – 6th December)

In The Weekly Shop this week…we look at the launch of the first railway station parcel collection point, a new nation of ‘smart shoppers’, how understanding the traits of online shoppers can drive conversions and 10 tips for planning your New Year sales customer journey.

Network Rail launches the first railway station parcel collection point that’s open to all retailers and carriers

Following on from the news last week that Asda are launching click and collect services at six London Underground car parks, Network Rail is following suit and will be trialling ecommerce parcel shops at unused space at mainline stations. The first collection point opened on Tuesday at Milton Keynes Central with more sites to follow at UK railway stations throughout 2014.

Smart shoppers combine high tech with high street to beat Christmas rush – saving a seven mile walk

New research from O2 has revealed that we are turning into a nation of ‘smart shoppers’, using technology to shop on our own terms this Christmas. The research has found that the average Brit visits 21 retail websites each week on their hunt for presents, notching up a staggering 425 minutes online – the equivalent of walking over 7 miles to browse the same range of products. The research also highlights the growing trend for consumers to blend offline and online services to meet their needs. More over on Internet Retailing.

Understanding the traits of online shoppers to drive conversions

Now onto another study which has identified that just over 1% of an ecommerce site’s users contribute 40% of its revenue. By analysing 950m page views from more than 123m website visits, the research found that whilst this 1.06% of total visitors generates four tenths of a site’s income, there are a further 20% of site visitors who will visit regularly, but never make a purchase. With this research in mind, this article from Econsultancy looks at the traits of these very different consumers and how can you use this information to convince them to shop more, not less.

10 tips for planning your New Year sales customer journey

Here’s a timely article from our Managing Director, Rosie Freshwater, on planning for your New Year sales customer journey. In her blog, Rosie provides us with her top 10 tips to using the busy sales period to increase retention, loyalty and revenue by placing the customer at the heart of the buying experience.

SEO Changed Forever In 2013. How To Adjust And Thrive In 2014

It’s clear that the changes we’ve seen in search throughout 2013 have been aimed at creating a better experience for the searcher. In this article from Search Engine Land, Jim Lui looks back at the key innovations search has seen in 2013 and how you can stay ahead of the game as a SEO Marketer in 2014 by putting the user first.

Three key steps towards a customer focused digital transformation

Last but not least, some food for thought from Econsultancy. This article looks at how brands must digitally transform to meet the evolving needs and expectations of their customers. With 2014 being a time to make new resolutions, Glen Hartman looks at the three main areas businesses should focus on to start their journey to achieving a successful customer-centric transformation to reap the resulting benefits long after we ring in the New Year. A recommended read.

That’s it for this week. Happy reading!

The Weekly Shop (25th – 29th November)

In The Weekly Shop this week…we look at how to covert one-time seasonal customers into repeat customers, omnichannel customer service expectations and how your PPC campaigns can benefit your SEO efforts and much, much more.

Retailers consider London Underground’s click and collect potential

This week, Asda announced that it has partnered with Transport of London to create a unique click and collect service that allows commuters to order their grocery shopping before noon and then pick up at six underground station car parks after 4pm. This is a really interesting initiative from Asda who are looking to expand into areas not currently served by their physical stores.

‘Game changer’ Appear Here nets £1m funding

Appear Here, the online marketplace for short-term retail space, netted £1m this week in funding from investors who believe the company could be a potential ‘game-changer.’  We’ve had our eye on this start-up since its inception and are looking forward to seeing how they use this investment.

17 SEO Best Practices That Could Double Your E-Commerce Sales

Next up is a useful article from SEO Strategist Trond Lyngbø, who provides us with 17 SEO best practices tips that could double your e-commerce sales. There is some really useful advice here which is well worth a read.

How to Convert One-Time Customers Into Repeat or Lifetime Customer

Getting the most out of your seasonal high tide can be an exciting ride, but don’t neglect what lies ahead: the inevitable slow season. This article from Search Engine Watch looks at how you can capitalise on the conversations started by peak seasonal traffic to convert one-time customers into repeat customers over the Christmas period.

Omnichannel customer service [stats and infographics]

A new study of 7,000 people across seven countries has revealed the customer service expectations of consumers in the UK and beyond. The data reveals insight around the preferred customer communication channels and what good customer experience can do for a brand. Head over to Econsultancy for the stats and an infographic.

This Is Why We Love To Invest In Marketing Before Customer Experience

While we’re on the topic of customer experience, here’s a great article that takes a step back from short term tactics and traditional marketing techniques and looks at how investing long-term in customer experience is the best way to grow your business. Hear, hear!

Using Paid Search To Aid Your SEO

Now onto some Search news. PPC has a much more immediate and measurable results than SEO, and as a result, we can use paid search as testing environment for SEO strategies. This article from Marketing Land provides some really useful tips on how you can use your PPC campaigns to directly benefit your SEO efforts using some tried and tested examples.

SEO in 2014: How to Prepare for Google’s 2014 Algorithm Updates

It has been an incredibly eventful year in terms of updates from Google, and this last article looks at how we can start preparing for Google’s 2014 Algorithm updates by looking back on what we have learnt this year.

Until next week, happy reading!

The Weekly Shop (18th – 22nd November)

In the weekly shop this week…the second in Ben’s series of articles on PPC Payment models, 11 ways to improve online customer retention, ASA’s fight against paid links and a case study on our work with iconic lingerie brand Agent Provocateur.

PPC agency payment models: performance based

Our first article is the second in a three part series from our commercial director Ben, who has been dissecting PPC Payment Models for Econsultancy. This week he has been scrutinising the ‘performance based’ payment model. If you want to catch up with his previous article on ‘percentage of spend’, then you can do so here.

11 ways to improve online customer retention

Next up is an article from Econsultancy, which outlines 11 ways in which ecommerce retailers can improve customer retention including personalisation, delivery options and community building amongst other useful tips.

Paying bloggers for positive reviews is it common and is it right?

In 2010, the ASA started working with Google to make sure websites disclosed if they were being paid to advertise something on their website. Now, the ASA has posted a reminder to bloggers that they must make it absolutely clear on their blog if the content is an advert or ‘sponsored post’ rather than a normal article. In light of this, the above article explores the slightly murky relationship between bloggers and advertisers. More information can also be found on the ASA website.

John Lewis makes hare-raising Twitter mistake as it promotes wrong accounts for bear and hare

Last week saw the launch of Bear and Hare – John Lewis’ £7m Christmas advert, yet since the campaign launched, the company itself has been promoting the wrong Twitter accounts for the characters. Whoops! The John Lewis Twitter account directs people towards @JohnLewis_Bear and @JohnLewis_Hare: but the accounts tweeting are actually @JohnLewisBear and @JohnLewisHare. Possibly a miscommunication between the PR team and the people handling social media after they presumably set up accounts to stop people from claiming the Twitter handles.

Case Study: Agent Provocateur

To finish us off this week, our insight and strategy work with the iconic lingerie brand Agent Provocateur has been featured on Figaro Digital.

See you next week!


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The Weekly Shop (11th – 15th November)

In The Weekly Shop this week…we have some Christmas ecommerce tips, a study into customer service expectations on Twitter and the ten most common mistakes of blogger outreach.

Seven out of ten would spend more online this Christmas if websites were ‘better’

A study by PEER 1 Hosting has found that seven out of ten online shoppers in the UK will be put off spending online this Christmas because of the quality of the websites they are browsing. They questioned over 1,000 British adults and found that nearly 70% would do more of their seasonal spending on the Internet if websites were better.

20+ Christmas ecommerce tips from the experts

Following on from the above, it’s probably too late to be making any substantial changes to your website before Christmas, but there is still time to make a few tweaks for improvement. Our friends over at Econsultancy have put together the views on the best Christmas strategies from a number of ecommerce and UX experts. Topics include last minute changes that could aid conversions, the importance of mobile, and how retailers can sell right up to Christmas. Our commercial director also put together a similar post with his top tips for Christmas for the Froggblog last week. Read it here.

72% of customers expect complaints on Twitter to be answered in one hour

Nowadays, disgruntled customers are more likely to flock to Twitter to voice their queries and complaints rather than write letters or make expensive calls, which if not dealt with correctly can easily spiral out of control. A new study from Lithium has found that 53% of customers who ask a brand a question on Twitter expect a response within the hour. If a customer makes a complaint then that figure goes up to 72%. They also found that 38% of people feel more negatively towards a brand if they don’t get a response within that time frame. Definitely something to bare in mind with the busy Christmas season just around the corner.

The 10 most common mistakes of blogger outreach

The practice of blogging or influencer ‘engagement’ is one of the most widely-used tactics in marketing these days, yet as relatively new industry, people are still getting to grips with it. This article from Henry Ellis at Econsultancy hits the nail on the head with his round-up of examples of painful blogger engagement.

So that’s it for this week! Remember that we will soon be sending out The Weekly Shop every week by email. If you’d like to receive it then please do pop your email in the footer below.

The Weekly Shop (4th – 8th November)

It has been a slightly quiet week on the digital marketing front, but nonetheless, we’ve found some really interesting articles to share. This week we take a look at how you can increase the Domain Authority of your website, Google’s new Certified Shops scheme which has just launched in the UK and three surveys around the behaviour of online shoppers.

How to Increase the Domain Authority of Your Site

To start us off this week, here’s an infographic from TechTage about how to boost the Domain Authority of your website. Domian Authority is a comparative metric and it basically means how much your site is likely to rank higher in search engines compared to other competitor sites. So, increasing your Domain Authority loosely means increasing your chances of ranking higher in search engines.

Google introduces ‘Certified Shops’ scheme for UK ecommerce sites

Earlier in the week Google launched ‘Certified Shops’ in the UK, which provides shoppers with information about the customer service standards they can expect from retailers. Participating retailers will display the Google Certified Shops badge on their website which when a shopper hovers over it, will display helpful performance metrics such as the number of transactions, their success rate, the number of deliveries that arrive on time and information about Google’s free purchase protection.. It’s all about adding customer confidence to online shopping and convincing shoppers to make that final step and click the ‘purchase’ button.

Online took its largest share of the retail market to date in October: BRC

Now onto the first of three surveys which have yielded some interesting and useful stats around the online retail industry. According to the British Retail Consortium’s latest Retail Sales Monitor, 18.3% of overall retail sales took place online during October – a record penetration rate. Yet more figures that emphasise just how vitally important online is to a retailers overall performance.

Monday December 2 set to be busiest online shopping day in £10bn ecommerce month

Analysis of the IMRG Capgemini e-Retail Sales Index has predicted that the first Monday in December will be the busiest online shopping day in the run up to Christmas 2013. This will then kickstart two weeks of high sales in the run up to Christmas that will help take online sales in the month of December to £10.8bn – which will be the first time UK sales have passed the £10bn mark in December.

Why do shoppers abandon at the checkout?

And to finish off this week, here’s another study from our friends at eDigital research and IMRG who have surveyed over 2,000 online shopping consumers and found that 77% of shoppers have got as far as the checkout of a retail website only to leave the site before completing their purchase. They discovered that the main reason shoppers abandone their purchase is becuase of high delivery costs showing that issues surrounding delivery are still a massive barrier to a massive chunk of online shoppers.


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