The Weekly Shop (7th – 11th April)

Welcome to a new edition of The Weekly Shop. This week, we take a look at customer lifetime value, the importance of post-purchase interactions, an example of brands using Google’s Shoppable Hangouts, and the rumours that Google could be about to block paid search keyword data.

Just 42% of companies are able to measure customer lifetime value

Econsultancy’s new Building Loyalty and Driving Revenue in the Digital Age report looks at how customer lifetime value (CLV) is a crucial concept for companies looking to improve retention rate, but one which companies find hard to measure. Econsultancy surveyed almost 900 agency and company respondents, and found that, though the vast majority agreed that CLV was an important concept, just 42% said they were able to measure it. Head over to Econsultancy for more on the findings.

The sale doesn’t end at checkout: survey shows the importance of post-purchase interactions

A new survey has shown that 86% of consumers said it was important to them that they have a positive experience after making a purchase, highlighting the importance of post-purchase interactions. This article highlights some of the findings from the study and how you can make improvements to your post-purchase communications to encourage repeat customers.

Asos and Nike team up for first shoppable Google Hangout

Last week, we featured a new concept from Google, Shoppable Hangouts, and recently ASOS and Nike have teamed up for the first shoppable video web chat to celebrate 27 years of Nike’s Air max trainer. On the day of the hangout, users could shop while they watched, and make purchases directly from the promotion.

Mobile is now the main driver of global ad spend growth: stats

Forecasts suggest that mobile advertising will continue to grow by an average of 50% a year between 2013 and 2016, thanks to the widening penetration of smartphones and tablets. These figures come from ZenithOptimedia’s latest advertising expenditure forecast, which reveal that overall global advertising spend will rise from 3.9% in 2013 to 5.5% in 2014, with further growth expected to increase to 6.1% in 2016. More over on Econsultancy.

10 Surprising Facts About “Keyword (Not Provided)” For Paid Search

The big news in digital marketing this week was the rumour that Google could be about to block paid search keyword data. Last year, Google did this with organic search data which was a major setback to publishers, who began to losing data about the keywords used to reach their sites. This article from Search Engine Land aims to clarify fact from fiction and provides 10 things you need to know about the Keyword (Not-Provided) for paid search issue.

‘No-Links Ranking’ – The Battle for Better Organic SERPs

In light of all the changes from Google, this last article from Search Engine Watch explores the possibility that links may no longer be a ranking factor in the future. Yandex, the biggest search engine in Russia, has just recently announced that they will be no longer using links as a ranking factor and this article looks at how this change might actually have an international impact and indicate the way in which search is heading.

Thanks for reading!

The Weekly Shop (31st – 4th April)

Welcome to a new edition of Leapfrogg’s Weekly Shop. This week, we take a look at Shoppable Hangouts, channel integration, Google Authorship, insight into how consumers buy online and some exciting news from Leapfrogg!

Browse & Buy in a Google+ Shoppable Hangout Without G+ Account

Google has announced an exciting feature for Google + Hangout users – Shoppable Hangouts. A Shoppable Hangout works much like a normal Hangout, but as the title suggests, users will have the chance to shop and interact with a business’ products. Since Shoppable Hangouts are currently in Beta stage, only a limited number of brands have taken part including Diane Von Furstenberg, ASOS and Nike who have reported increased website traffic, brand recognition and engagement. Read more.

Shoppable Hangouts with Diane Von Furstenberg.

Almost two thirds of retailers now operate four or more customer touch points: new survey

Results of a new survey of retailers have shown that channel integration is proving increasingly difficult as more and more retailers turn multi-channel. The study found that just 34% of the retailers polled felt their current customer touch points were well integrated, compared to 48% two years earlier, revealing that existing technology systems are the key barrier to a coherent and innovative multi-channel customer experience.

Four Revealing Facts About How Consumers Search And Buy Online

A recently released study by retail engagement firm Parago examined how consumers research and buy across several product categories. The research is full of insight about how people buy and this article from Search Engine Land looks at one aspect of the research: insight into consumer behaviour when the buyer is in purchase mode. This research produces several insights for digital marketers which can help serve the growing shift to online ecommerce.

Google Authorship and SEO

Google Authorship is a way for content authors to connect their Google profiles to their online content to establish original ownership, and the benefits for the author can be immense. Google authorship could be one of the most significant SEO factors to help improve rankings since Hummingbird and this article from Clickz explores what it is, what it can do and how you can start to take advantage of it.

Leapfrogg wins at the European Search Awards!

We had some very exciting news last Friday, when we found out we had won a European Search AwardBen and Alice headed over to Reykjavik for the rather swanky awards ceremony and took home the award for ‘Best use of PR in a Search Campaign’ for our ‘Bride of the Year’ campaign for Wedding Rings Direct. We were absolutely thrilled!

Thanks for reading!

Cult Beauty and Tom Dixon appoint Leapfrogg as digital marketing partner

2014 is already shaping up to be a great one here at Leapfrogg, as we’ve just won two fantastic new clients in the form of Cult Beauty and Tom Dixon.

Cult Beauty is a luxury beauty retailer, stocking some of the world’s best beauty products. We’re delighted to announce that they have selected Leapfrogg to help support them across their natural and paid search strategy.

Rather than selling full beauty lines, Cult Beauty acts as a beauty curator, using a panel of 48 industry experts to handpick a selection of the most sought-after products on the beauty market. In 2011, the brand has received investment from the founders of luxury fashion etailer, Net-a-Porter and has won numerous awards, including the Sunday Times’ Styles Editor’s Choice award for Best Beauty Website 2010.

Work kicked off with the Cult Beauty team this week and we’re really looking forward to helping establish Cult Beauty as the go-to destination for premium beauty products.

Over in the homeware sector, we’re proud to announce that the iconic British Design company Tom Dixon have appointed Leapfrogg to support them on an optimisation and migration project for their new website  due to launch later this year.

Renowned industrial designer Tom Dixon set up his own brand in 2002, after an illustrious career in the design industry which saw him work as Creative Director for Habitat and Artek and receive an OBE for services to British Design.  Using highly technical manufacturing processes, the company specialises in lighting and furniture and is famous for its innovative contemporary design and construction. To date, their products are sold in over 60 countries worldwide.

We look forward to supporting these great brands during 2014 and beyond.

The Weekly Shop (17th – 21st March)

In the Weekly Shop this week…the four types of customer insight retailers should have, simplifying channel attribution, Facebook’s new video adverts and more!

Customer insight – what you should know and why

Our first article this week comes from Leapfrogg’s MD, Rosie Freshwater, who has revealed the four different types of insight that we believe all retailers should have about their customers. When combined together, this insight gives a true picture of who your customers are, the shopping experience they desire and how much they are likely to spend.

Introducing The Periodic Table of Content Marketing

Here’s a clever visualisation from Chris Lake from Econsultancy. He’s created a periodic table of content marketing, which is a rather useful referral tool when thinking about content campaigns.

Channel attribution doesn’t have to be a complicated issue

Channel attribution is often seen as being overly complicated, but this article aims to simplify the process and show that it can actually be quite straightforward. A useful read if you’re thinking about the affiliate arena and using attribution tools or a specialist company.

Facebook Says Video Ads to Hit News Feed ‘Over the Next Few Months’

In Facebook news this week, the social network has just announced that they are going to be rolling out video adverts in users’ news feeds over the next couple of months. These 15-second ads will auto-play within the news feed, but will be soundless unless you click on them and will be measured in a similar way to how advertisers buy and measure ads on TV.

International SEO Tips – What Are the Game Changing Factors?

Moving onto the topic of SEO, if you’re thinking about the internationalisation of your website, then this article outlines some international SEO best practice tips and describes what they are, and how they work.

So…You Think SEO Has Changed?

To finish off this week, here’s an article from Clickz which quite rightly aims to debunk the theory that ‘SEO is dead.’ Head over to Search Engine Land for more.

Thanks for reading! Remember you can sign up to receive the Weekly Shop via email every Friday by signing up in the footer below.

The Weekly Shop (10th – 14th March)

In the Weekly Shop this week…reasons you need buyer personas,  the five types of ecommerce shoppers and tips on how to find your best customers,  plus demystifying iBeacon’s and some possible changes from Google on the issue of “not-provided” keywords.

Five Reasons You Need Buyer Personas

Developing buyer personas is a great way to start being more targeted with your marketing and ensure you’re speaking your buyers language from the first interaction to the final sale. Our first article this week, explores five reasons why developing a set of buyer personas can provide value to your organisation.

Designing for 5 Types of E-Commerce Shoppers

Following on from the above, the Nielson Norman Group have identified five unique types of e-commerce shoppers. These different user-types are well worth bearing in mind when you’re designing your website as they can help design teams ensure that they are building usable and useful experiences for all types of shoppers.

Finding your best customers with the RFM matrix

Next up is a useful article from Econsultancy on how you can use the recency, frequency and monetary (RFM) matrix to find your best customers. Categorising your customers based on an RFM matrix can help you start identifying your hero customers, and those that need perhaps need a little more attention.

What are iBeacons and why they might change marketing?

This next article explores Apple’s new technology, the iBeacon, which is set to become to next big thing in the marketing world. Taking into account the user’s context, location, behaviour and profile, iBeacon’s offer a more targeted message from marketers. This should increase the likelihood of conversion as the customer’s attention will be caught just at the right point of the journey.

Google Reviewing “Not Provided,” Withholding Keywords From Organic But Not Paid Search Clicks

When Google made the move to secure search, it was a huge blow to publishers and also opened Google up to claims of hypocrisy as advertisers were still able receive the search terms. However, earlier this week, Google stated that they were reviewing the situation and seeking a better solution. This article from Search Engine Land ponders the possibilities of what this could mean for the future of SEO.

5 Tips to Get the Best Out of Your Digital Agency

This last article touches on the subject of the client-agency dynamic and provides five very useful tips on how you can get the best out of your digital agency to maximise your return. We couldn’t agree more.

Thanks for reading…see you next week!

The Weekly Shop (3rd – 7th March)

In the Weekly Shop this week…a possible overhaul of the current business rates system, the changing face of retail, and a study which has revealed a major increase in online shopping.

Business rates ‘not fit for purpose’ as retail goes digital: MP

Good news for independent high street retailers this week as the Business, Innovation and Skills Committee (BISC) called for a major overhaul of the business rates system. The BISC commented that business rates system is no longer fit for purchase in a multichannel world where retail sales are moving online and rates should be based on turnover rather than property value. We’re interested to see how this develops.

Brands, technology and the changing face of retail

Earlier in the week, The Guardian ran a roundtable discussion for senior retailers to debate the pressing issue of how retailers can offer shoppers a seamless experience as technology transforms shopping habits. The discussion was held under the Chatham House rule which allows comments to be reported without attribution and revealed some interesting insights.

A third of online sales now made via a mobile device, suggests IMRG study

One in three of all UK online sales are now made on a mobile device, according to a new study from the IMRG Capgemini Quarterly Benchmarking (Q4 2013/4). Significantly, online clothing and fashion retailers have a higher mobile commerce penetration rate, with 36% of sales completed via smartphones and tablets in the fourth quarter. More on this study over on Internet Retailing.

The Best and Worst Thing to Ever Happen to SEO

Next up is the first in two articles looking how SEO has changed as a discipline. This first article from Wired looks at how Google encrypting searches and withholding search referral data has been the best and also the worst thing to happen to SEO.

How Fast Is SEO Really Changing? A Look Back At Search Ranking Factors

This last article looks at the Search Ranking Factors studies by well-known SEO Rand Fishkin who has been churning out perceptive SEO insights every two years since 2005. Search Engine Land have put together a summary of highlights from the reports which shows how the findings have changed throughout the eight years which have revealed some interesting trends. Useful if you’re struggling to justify SEO investments.

See you next week!

Leapfrogg nominated for a European Search Award

We had a great start to the week on Monday when we discovered that we had been nominated for a European Search Award!

Our work with Wedding Rings Direct and the Bride of the Year campaign has been shortlisted in the Best Use of PR in a Search Campaign category demonstrating outstanding public relations integration into a search campaign.

We were particularly proud of this campaign as it represented tremendous success for our client Wedding Rings Direct – such a success that they have requested we repeat and expand the competition nationally in 2014!

The project attracted 28 entries and drove 17 pieces of coverage across the media and wedding blog network. The social stats were also very impressive with 10,185 unique visitors to the competition on Facebook which was shared over 12,000 times within the two months the competition was live and increased their number of Facebook fans by 84%. We also exceeded the target of 30 high quality links, achieving 41 from a variety of domains over the four months of the campaign.

The winners will be announced at The European Search Awards ceremony in Reykjavik on 28th March. We’ll be keeping our fingers crossed until then!

The Weekly Shop (10th – 14th Feb)

In the Weekly Shop this week…online sales get off to a flying start this year, how small retailers can compete against their big brand stockists and the user experience signals that Google are using to rank websites.

Online sales grow at strongest rate for five years

According to figures from the British Retail Consortium, online sales grew by almost a fifth in January as the sector turned in its strongest start-of-the-year performance for five years, demonstrating the increasing importance of online in the retail sales mix. Read more over on Internet Retailing. 

How Small Retailers Can Compete Against Big Brand Stockists

If you’re a small retailer, one issue you may be familiar with is when your online competition is actually one of your stockists. Our website optimisation manager, Suze, has written a really helpful blog post on how smaller retailers can hold their own against big brand retailers. 

Customer experience is the most exciting opportunity for marketers [infographic]

According to Econsultancy’s 2014 Digital Trends Briefing, Customer Experience represents the single most exciting opportunity for businesses this year followed very closely by mobile. They’ve produced an infographic which presents some of the key findings from Trends Briefing. 

What kind of user experience ranking signals does Google take notice of?

Here’s another interesting article from Econsultancy which looks at how user experience signals are increasingly being used by Google to rank websites. The article looks at how UX ranking factors such as site speed, mobile user experience, button sizes, readability and many more can all add up to help you optimise your website. 

We Love Google, We Love Google Not: 6 SEO-Inspired Valentine’s Day Quotes

Lastly, seeing as it’s Valentine’s Day, we felt inclined to include these 6 SEO-Inspired Valentine’s Day Quotes from Search Engine Watch. 

We’ve also rounded up a couple of our favourite Valentine’s Day inspired digital marketing campaigns over on our blog, which includes Not On The High Street, Evian and Ted Baker. Read the post here.

Happy reading!

The Weekly Shop (3rd – 7th February)

In the Weekly Shop this week…we take a look at how there has been a huge rise in overseas shoppers searching for UK retailers, how giving consumers fewer options could actually boost conversions, a bad customer experience from a well-known high street retailer and some more thoughts on SEO in 2014.

One in five US and UK consumers did all of their Christmas shopping online: stats

This won’t come as a surprise to many but findings from a new Econsultancy survey have found that 61% of people in the UK said that they completed more than half or all of their Christmas shopping online in 2013, while just 7% completed all of their shopping offline. More on the findings over on Econsultancy. Read more.

New figures reveal huge rise in overseas shoppers searching for UK retailers online

According to data from the British Retail Consortium and Google, UK retailers are also benefiting from huge rises in online searches from overseas shoppers. The figureshave revealed that  the UK is now the world’s second biggest online retail exporter. Read more.

Want more sales? Give consumers fewer options

This is an interesting article from Econsultancy which looks at how giving consumers fewer options could actually help boost conversions. Blair Keen from Adobe looks at two psychological studies which show behaviour that might help explain cart abandonment and gives his suggestions for testing this theory on your website. Read more.

How to lose friends and alienate people: Mango

When our commercial director, Ben, attempted to purchase a Christmas gift for his wife from fashion etailer Mango, the service and experience was he received was far from what he expected. You can read more about his frustrating experience over on the Econsultancy blog. Read more.

Super rich shift their thrills from luxury goods to costly experiences

According to this article from Guardian, luxury is shifting from ‘having’ to ‘being’ with consumers moving away from owning a luxury product to experiencing luxury. Figures from the Boston Consulting Group hsve shown that of the $1.8tn spent on luxuries in 2013 an estimated $1tn went on services such gourmet dining, private flights, bespoke safaris, slimming clinics and art auctions. Read more.

Now you have to do SEO, thanks to Google

There have been many debates on the right approach to SEO recently and this is an insightful article from The Drum looks at how brands really need to do SEO and how Google has made the case for this easier in recent weeks. Read more.

2014 SEO — 6 Key Pointers

Following on from the above…this last article from Clickz looks at six key things every SEO professional should be concerned about in 2014 to overcome future update issues. Read more.

Thanks for reading!

The Weekly Shop (27th – 31st January)

In the Weekly Shop this week…more search news from Matt Cutts, the importance of differentiating between content marketing and content for links, how reviews and trust signals can double your conversions and some updates on the EU Consumer Rights Directive.

How trust signals can double your conversions

As we mentioned last week, the role customer reviews are playing on the conversion landscape is increasing significantly with more and more shoppers looking for guidance on their purchasing decisions. This article from Econsultancy looks at how reviews and other trust signals can reassure your customers that they are safe when shopping with you and help to double conversions.

The EU Consumer Rights Directive: should etailers be worried?

You’ve probably heard murmurs of a new EU directive, which has implications for UK retail. It’s called the Directive on Consumer Rights and aims to improve consumer protection when shopping online. There are some good points in the directive, but also some that may concern retailers which this article from Econsultancy explores.

What’s the Difference Between Content Marketing and Content for Links? The Wrong Answer Could Cost You

This next article explores the importance of differentiating between content for links and content for customers and how the wrong answer could be costly in terms of risk, return on investment and performance.

Study: 34% Of Google Search Results Have Rich Media, 9 Organic Links & 9 Search Ads

Moving onto some search news, a new study has been released that showed that there was rich media on the search results page 34% of the time. The breakdown of rich media showed images appear on 28% of search results pages, news 9%, and shopping 1%. Head over to Search Engine Land for more details of the findings.

Google’s Matt Cutts: Don’t Try To Build Links Through Article Directories

Matt Cutts has popped up once again this week encouraging webmasters not to use article directory websites with the goal of building links. He also tweeted his thoughts on his and you can view his video answer here.

Google & Bing Agree: Past SEO Success Guarantees You Nothing Today

Matt Cutts has also released a new Google webmaster help video which addresses the topic of what an older site can do to maintain its ranking over time. Some useful tips here if you have an older website.

6 SEO predictions for 2014

And to finish off, here are six SEO predictions for 2014 from Search Engine Watch.