For those considering Facebook Advertising for their ecommerce business(s) Here’s a few simple things that can really help you optimise your store that even some of the biggest ecommerce sites are not doing or cannot seem to get right, so if you get on top these things you’ll have every chance of competing with the big boys..
1. Ensure that your FB pixel is installed correctly on your store so the reporting/targeting/re-targeting is accurate. If you’re using Shopify it’s really simple, just enter your pixel ID number into the field provided on the Preferences page of your store’s settings, Shopify tracks all the standard events like “Purchase” “Add To Cart” “View Content” etc. so there’s no need to edit the code to cover these events. You can check to see if you’re pixel is installed correctly with a Google Chrome Plugin called “Facebook Pixel Helper” Install this to your Chrome browser and you can then check to see if everything is working by clicking on the Facebook Pixel Helper icon at the top of you’re browser.
2. Test your store’s load speed by going to https://developers.google.com/speed/pagespeed/insights/
It will give your site a ranking and suggest any optimisations that will improve the performance of your store. Its one of the most overlooked thing’s in ecommerce.. Mostly because once a site is up and running to a minimum viable level, people are in a hurry to start making sales, but without the store functioning to the highest level you’re always going to struggle to convert traffic into customers. Customers are impatient and will exit your site if it doesn’t load quickly, one of the easiest ways to fix the load speed of your site is to reduce the file size of your images. This can be done really easy on this site – http://compresspng.com
3. Make sure you have Schema setup on your site, next to none of the sites I look at have this done right…(even some of the biggest brands in the world) and it’s really important if you want your store optimised correctly for Facebook. If you don’t know what schema is, it’s essentially just tagging your site so that Facebook can read what’s on your site in the most efficient way possible and when it’s setup correctly you’re site/ads will be much more favourable in Facebook’s eyes. It does require adding some code to your site so if you’re not comfortable doing this the get a developer/seo expert to do it for you, for those that are, you can go to the “Google Structured Data Markup Helper” and follow the prompts to step this up and get the code to add to your site – https://www.google.com/webmasters/markup-helper/u/0/?hl=en You can use the Facebook Pixel Helper to see if it is on your site under “micro data” If it has a small box next to where it says schema then it’s not setup.. it will say “show” once you have it installed right.
Hope you got some value from that, hit me up if you’ve got any questions about it, cheers.