Author: Gbolade Ogunfowote

How to Increase Your Fashion Brand Profitability and Grow Your Business With E-commerce

Electronic commerce is the general term used to describe companies and people who do their business on the internet; including a fashion brands. In e-commerce, personal computers, smartphones, and other digital devices replace physical stores.

Almost all goods and services like books, music, clothes, shoes, bags, airline tickets, and financial services such as stock trading and internet banking are accessible through online transactions.

E-commerce has aided businesses, especially those with a limited audience like small businesses, in expanding their reach and establishing a substantial market presence by offering less expensive and more effective distribution channels for their goods and services.

For instance, Woora supplemented its physical showroom with an online store that allows customers to purchase everything from women’s dresses; to gowns, blouses, skirts, and even accessories from the comfort of their homes.

The internet enables fashion brands to launch e-commerce businesses or expand already successful ventures. Through websites and social media channels, companies can sell directly to consumers.

Zalu Nua, an e-commerce store, built and managed by Mactavis Digital said its best with a quote culled from independen.co.uk:

“When a piece of jewelry is displayed in a shop, surrounded by hundreds of other designs all dazzling you at the same time. It can be hard to pick out the right thing. Take that process online and you are presented with a well-chosen selection of pieces tailored to your budget and style preferences – all in a few clicks.”

Most customers see online shopping as convenient because it allows them to shop whenever and wherever they choose. However, consumers are not the only people who enjoy this convenience. The convenience of running an online business allows you to do so without any geographical boundaries.

Technology Opportunities in Fashion

A shift in the generation of consumers

The taste and fashion demands of consumers are gradually changing as the market becomes younger. More importantly, however, is how the new generation of consumers chooses to shop for fashion.

An e-commerce store provides by far the best ROI compared to any other platform or channel for selling your pieces, and it is the channel of choice for the emerging generation of consumers.

Technology-driven customers

A significant number of shoppers prefer the convenience that comes with better technology over a lower price – this does not mean that running a discount from time to time should be ignored.

About 71% of consumers are more willing to shop with brands that have incorporated technology into the shopping experience; Websites, Web apps, and Virtual try-on tools that help them see how well a design fits without them getting out of their clothes.

These are areas to consider as they provide convenience, engage consumers, meet their shopping desires, and personalize their shopping experience.

Technology-driven cost savings

Having an e-commerce store with insightful features such as inventory management and inventory analytics is very essential. This allows you to produce or procure only pieces that are low in stock and also evaluate the demand level per piece.

Website, Social Media or Jumia/Konga

A very common misconception among businesses is that there isn’t a need to have a website because of the prevalence of third-party marketplaces such as Jumia and Konga, and social media platforms such as Instagram or Facebook. As essential as these are for every business, they are not in any way a replacement for a website.

The benefits of having a website that is supplemented by social media and marketplaces are:

Better brand positioning

A business with a website is more readily trusted than one with just social media pages. Aside from selling your products, your website is where your audience goes to understand the story behind your brand, the people behind it, and your muse.

You can tell stories behind the products and the collections much easier than on any other platform. This gives you more opportunities to drive brand loyalty and also to curate touchpoints for new customers.

Deeper insight into customer data and behavior

Email addresses, contact numbers, and other personal details are usually effortlessly collected on an e-commerce store rather than on social media or marketplaces like Jumia. On your website, you have several chances to gain insight into customer and their preferences. With this, trading online via a website will offer you several chances to gain knowledge about customer information.

These data are accessible through cookies, personal information from sign-in/sign-up forms, and surveys. The information may be put to different uses by your brand, including contacting customers, enhancing customer experience, retargeting customers with shoppable adverts, and making tailored product suggestions.

Reduce cost per sale

Any marketplace you sell on like Jumia will charge a percentage for the use of their platform. While building and managing your own online store might seem expensive, you realize in the long run that it reduces costs, pays for itself, and increases your profit once you drive a higher volume of sales through it.

If you can reach a customer directly through your website, you’ll be able to reduce your average cost per sale.

Simplifies scaling & inventory management

One more significant advantage of having an e-commerce store is that it simplifies business expansion and inventory control.

Technically, all you need to launch an e-commerce store is one person and one website initially. As your sales grow, you can broaden your service line and level up your brand with low operating costs, thereby increasing your profitability.

Your customers’ eyes for you only

Social media is easily distracting, and so are marketplaces like Jumia/Konga, where your products are displayed with those of other competitors.

With your website, your customer is engrossed in a digital experience that is all about your pieces and products. All recommended and related products are yours. All comparisons are within your offerings.

What can Fashion Brands Do To Grow?

While there is no magic word that will ensure you successfully grow your brand, there are some tips that can help you navigate the e-commerce waters successfully.

Optimize Your Website

If you already have a website, you need to know that today’s consumers have high expectations for e-commerce platforms. To meet the demand, you require a stable and scalable website that can withstand traffic without crashing. Appearance and usability should be the foremost considerations.

It should be mobile-friendly since mobile devices now account for the bulk of web traffic. Regardless of the customer’s device, you want them to get what they’re looking for conveniently.

You can research the best UI/UX design practices or work with professionals like us to optimize your brand’s online presence and ensure that your website meets all standards.

Additionally, be sure that your website adheres to search engine optimization (SEO) best practices. SEO makes it easier for your brand to be found on Google and other search engines, and this in turn increases website traffic.

Ensure Repeat Sales On Your Website

Regular discounts, sales, and promos will help bring repeat customers to your website. You can do this by creating coupons, and giving them to first-time customers, or customers that purchase above a certain amount.

Ready to take the bold step towards establishing and advancing your fashion brand? Contact Mactavis Digital now to kickstart the growth of your fashion brand.

December 12, 2022
How to increase user engagement and retention for mobile applications
We all have that personal experience of using the same app regardless of other apps offering the same service? It is because we keep seeing value in using that app. Once the value stops, we will jump ship as well. With the increasing growth of the mobile application industry, every business or brand is targeting the smartphone market for success. This increased growth means that there is increased competition as well. On the different phone play stores, there are so many redundant apps that have been downloaded a handful of times. This is where user engagement and retention come in.

As a business owner, there are two important questions you must ask yourself about your mobile app. They are as follows:
- Why should people keep using your app?
- What are you offering that your rivals are not?
The answer to these questions will determine whether people will keep using your app and come back to interact on a regular basis. This article highlights six methods or techniques of keeping users on your app. Let’s go.

App Engagement and User Retention: Definition and Importance

App engagement simply tells you how much users are active on your app. It allows you to know how many of them are using it frequently. According to Localytics, a highly active user will use your app at least 20 times a month.

User retention can be defined as the metric that shows you how many users have returned to use an app within a specified period of time. This is quite subjective, as different businesses and brands have their own standard and benchmark.

Understanding these terms are very essential. They give information on how popular an app is and also helps you project your revenue based on how many active users you have. You can have a marketing campaign in place because you know the average number of people that use your app. User abandonment according to researchers is currently at 23%. This is referred to as a percentage of people that don’t bother to use an app after the first time.

User engagement and retention can be affected by a number of factors. Issues such as the app not being mobile-friendly, taking too much time to load, and having too many ads increase user abandonment. Another reason may be that your rivals are offering them unique benefits that you are not doing. It may also be caused by the complexity of the app or the fact that the app doesn’t offer precisely what is promised.

That said, let us see the benefits of increased app engagement and user retention.
- Increased overall usage
- Growth in revenue and income.
- Increased number of sessions with users.
- Reduced chances for the app to get uninstalled.
- Exponential growth of the brand.
- Turns ordinary users into loyal customers.
6 Methods for increasing user engagement and retention

Below are six easy ways to increase your app engagement and user retention

Very easy onboarding

One very good and easy way of reducing app abandonment is by providing a seamless onboarding experience. Onboarding means the process of registering users to your app. Users are more likely to abandon an app when there are too many information fields and complex features. First impressions are very important, and you must tap into it.

According to Kahuna, effective onboarding has been shown to increase user lifetime value by up to 500%. Your app onboarding can be made seamless through the following processes:
- Make logins and account creation easy
- Don’t overload users with too much information from the get-go: You can allow them onboard, and then allow them to answer your required questions with intermittent reminders.
Use push notifications in the right way

Many users forget about an app they have downloaded about a week after installing and then never remember to open it. One way of avoiding this is by the use of push notifications. A push notification does three things:
- It helps remind users that they’ve downloaded your app.
- It also encourages usage through targeting messages based on behavioral data and preferences.
- It helps user engagement by providing them with a compelling reason to return for apps that serve very specific functions and aren’t likely to drive daily usage.
Push notifications are also useful in capturing a user’s attention at the right moment to send them to your app to perform a specific action.

Personalization is very important

With the help of a personalized environment in the app, you can win the user’s loyalty. It is a key factor that keeps its user happy. Mobile Personalization help to provide a more unique, relevant experience for the user. They are more likely to continue to use the application if they are more aligned with their needs and preferences.

You must personalize the user experience by using know data to display relevant content and material in the all. Messaging is an easy way to personalize the experience. There is a 54% conversion rate versus 15% from broadcast, generic messages. You must make the user feel very relevant.

Offer an incentive-based program

One way of increasing user engagement and retention is to offer users incentives for using the app. You must offer mobile-specific rewards, specialized content access, coupons, special promotions, and other reward programs. Giving users reward points frequently can help in acquiring more users and keeping the existing users on the platform.

It is imperative to note however that a reward system is dependent on the nature of the app. You can use a time-sensitive monetization model for apps that use an in-app purchasing system. Offer discounts based on usage and referrals. For freemium apps, you can use usage-based rewards.

Update the app regularly

A user can get bored of an app once the app is not improving in design or functionality. You can make the user more excited about using the app by updating it regularly. New updates should have a better user experience, new features, feedback implementation, and a better & improved user interface. Regular updates and bug fixes show that you are studying your competitors and spotting what they are offering. Updates help you start offering your users the same thing on the other apps they might have been tempted to start using.

Encourage two-way communication

When users know that their input is being considered, it helps drive user retention. By answering questions or concerns from users, you boost your engagement and retention rates, encourage positive results and build long-term loyalty.

Closing Thoughts…..

The competition in the mobile industry is more intense than ever and users are more demanding with time. This makes the work of app owners more difficult to be able to thrive in that saturated space, you need to make sure that your app has a higher user engagement and increasing user retention.

By implementing the aforementioned techniques, you will be able to acquire users’ time and thus will be able to earn their loyalty. Converting users to loyal long-term customers will generate more revenue for your app and also increase average lifetime value.

If you liked this article and wish to comment, you can do so in the comments box below. You can also read our earlier articles on various subjects. Connect with us on different social media platforms @MactavisDigital and get in touch with us for your web design and development, mobile app development Search Engine Optimization, content writing, and other digital services. You will be glad you did.
October 5, 2018
How to Write Product Descriptions that Lead to Sales
How do you convince a customer to click the “Add to Cart” button on your e-commerce website? That is one question most webmasters have found trouble getting suitable answers too. Many people are looking for products and services online that fits their need. There are many websites that sell what you are selling, so why should anyone buy from you? The simple answer lies in the way you write product descriptions.

A product description is a very important aspect of your online shop when it comes to conversion. It is the reason why some online shops sell more than others. Writing good product copy is not easy, as there is too much information to fit in so short a text.

This article highlights 10 easy-to-follow rules about product description writing.

Following these techniques and tips will help you write product copy that converts.

Identify your target audience

The very first thing you need to do when writing product copy is to define your target audience. By target audience, we mean the people that will be most interested in buying from you. Define the features that would interest your potential buyers. This is called a BUYER PERSONA. It is a breakdown of the characteristics of your potential customers.

The following questions must come to mind when developing a buyer persona.
- How did the person arrive at your page?
- What are his or her interests?
- How will this person describe this product to a friend?
- What features or benefits would the person be looking out for?
- Why would this person be interested in your website?
When writing product descriptions, you must answer these questions. The buyer persona helps to specify what your customers need and want. With this in mind, answering these questions in your product copy is a way to make them buy what you are offering.

Always focus on benefits rather than features

Most e-commerce websites make the mistake of focusing on writing features rather than highlighting what the customer stands to gain by patronizing you. While features are good, benefits are better. They help sway the mind of the customer, as he or she is not necessarily interested in the mundane features of the product. They can always get that on Google. Writing about benefits tells the user how the product can benefit their day-to-day living.

Before writing product descriptions, make an outline of the features and benefits of your product. Its aim is to increase pleasure or reduce pain points. Your product copy must reflect this.

Use psychology in your product descriptions

There is something called THE BUYER’S GUILT. It is the feeling of guilt when spending money to buy something, especially if it’s not particularly needed at that point. Use psychology when writing your product descriptions as it helps to eliminate this guilt.

Write in a way that sounds reassuring, as you leave the customer with a feeling of happiness and satisfaction. It achieves two things which are: it helps you make a sale and also prompts a speedy return on the part of the buyer. A definite win-win situation for you. You can eliminate buyer’s guilt by letting them know it’s a one-time only offer, using words like “absolute bargain” and by making the product sound exclusive.

You can also compliment them on finding such a bargain deal and also stating that buying the product will help them save money. Who doesn’t like saving money?

Tell a story sometimes

A product description is a perfect opportunity to elicit emotions. It should have an emotional angle as it helps them buy the product faster. Give out relevant details in a way that sounds like a story as this fills any gap potential customers may have about the product. Stories show that real-life people have benefited from using the product too.

The story may be real or fictional, as long as it delivers a real-life perspective. It helps people connect with your brand on an emotional level rather than a transactional level.

The following questions can help in writing a story :
- Who made the product?
- The inspiration behind the product
- How would the product improve the buyer’s everyday life?
Use natural language and avoid certain words

Your potential buyer must read your products description as though they are having a real conversation with a real friend? If it does, you are one step closer to making them buy your product. Inject life into your words, rather than coming up with something that sounds like a computer-generated string of words.

Having a natural tone will help your customer connect with your brand, as there are no sweeping generalizations or empty adjectives. Who uses those when talking to a friend? Your guess is as good as ours.

Another thing you can do while writing product copy is to avoid the use of some words which would be highlighted below:
- Actually, literally, honestly: These are gap fillers that people use when they can’t think of something else to say.
- Get, got, gotten: Tell or suggest people to “buy” rather than use these words. They sound like you are advising them. You must be assertive in what you do.
- Sorry: This just spews negativity.
- Kind of, maybe: This word sounds as though you are not sure of what you are saying.
Never duplicate content

It is bad practice to duplicate copy or content. Make sure your copy is 100% unique, even if you are sure you wrote it yourself. The same copy can be online already on a different platform. Apart from having plagiarism issues, using the same content that others have used paints a picture that you don’t know your stuff and it can actually ruin a business.

Copyscape.com helps you verify that your copy isn’t on a different website. If your copy is on another website, you have to edit it.

Use power words and never stuff keywords

According to Jon Morrow, power words are words that naturally elicit an emotional response in humans. When you use the words and phrases, you can convince them to take the leap and make a purchase. Words that have positive connotations such as amazing, happy, jaw-dropping, jubilant, wonderful, surprising and excited are examples of power words.

While using power words, keyword stuffing must be avoided. Keywords stuffing is the art or practice of using too many keywords in a line or paragraph of text just to rank higher on Search Engine Results Pages (SERPs). You must use your keywords in a systematic way so as not to fall foul of search engine regulations. It’s good practice to identify these keywords (what your buyers are most likely searching for) before writing the descriptions.

You can do your keyword research with tools such as MOZ Explorer and Keyword Planner. A good product description infused with keywords help your site SEO rankings as more people see your product when they search for these keywords on Google and other search engines. You can optimize your product’s SEO by placing your keywords in your page title, meta descriptions image tags (alt tags).

Read our earlier post on how to optimize your site’s SEO.

Capture the imagination of the buyer

In the movie Gifted Hands, Ben Carson’s mum told him that, “Everyone’s got an imagination”. She was right, and you can tap into this for your product descriptions. Write in a way that stirs the imagination of the reader. User words that conjure up images in the buyer’s mind. Doing this keeps them coming back as you want them to feel like they are buying a lifestyle rather than a product.

Sell in a way that doesn’t feel as though they are being sold to but like their dreams can be achieved with your product. You can do so by mentioning an event, using adjectives, or pointing out a celebrity that is using the products.

Use Good images

While being adept at writing product descriptions is good, one sure way it can lead to sales is to make sure you have high-resolution images. Images rather than text are the first attention-grabbers on a page, so you must invest in good images.

Research has shown that a product image is more important than description or reviews from previous users. Quality images show the customer to imagine having this product in his or her life and also shows all the key features of the product in a way that text or words couldn’t have mustered.

In using images, one key trick is to use people using the products or the products in action. It shows them that real people are already using it.

Make it short

Your product description must be able to capture the attention of people in the shortest possible time. People have very short attention spans, which implies that you should write your copy in a way that the buyer finds information quickly without wasting time.

Make use of catchy headlines bullet points, and short paragraphs. Ideally, these paragraphs should contain a few sentences, lots of white space, and different size fonts.

You are more likely to lose a potential customer if you have long lines of text.

Final Words

Product descriptions are all about giving reasons why the product will improve your customer’s life. The main aim of writing product copy is stepping inside the head of the customer while adhering to Google guidelines. Following the aforementioned points can help you increase sales.

If you liked this article, you can drop messages in the comments section. Let us know what you think. You can also add other things that can be done to boost sales through product descriptions. You can check out our previous articles to join the conversation. We do hope you can learn one or two things from them.

Get in touch with us and connect with us across social media platforms @MactavisDigital. We are a digital agency that has built expertise in web design and development, mobile app development, content production, Search Engine Optimization and other digital services. We will be glad to hear from you.
October 2, 2018
User Engagement: How To Track With Google Analytics
Recently, one of our clients came to the office for a short meeting. We had built a custom site for his company, but during the course of the meeting, he complained bitterly about the lack of conversion from his website. We decided to get to work, and discovered that his user engagement was virtually zero. We explained to him how to understand the metrics of user engagement with Google Analytics. Now, he’s making enough money from sales and conversions through the knowledge we shared with him.

Do you want to track user engagement on your website? You may be asking yourself what is user engagement? It is a measurement of the value your users find on your website, be it in a product or service. By knowing what your users think of your site, it can help you plan for growth.

This article will help you know the most important Google Analytics metrics and how you can track them.

Why you need to track user engagement

Tracking and optimizing user engagement is very important for your website. This is because it helps you understand what users do when they arrive on your website. Ideal for more conversions and sales, it allows you identify patterns of highly engaged user behavior. Page views and traffic are very important indicators of a website’s performance, but understanding how your audience think will help you get better results.

To track user engagement on WordPress, we advise that you use Google Analytics in combination with a plugin called MonsterInsights. You can download the plugin from the plugin repository of WordPress or by downloading from the Plugin link on the WordPress dashboard. In the last, most people just pasted the Google Analytics script on the website. While this is not bad, there is something better you can do to save time and reduce stress.

MonsterInsights will let you know the outbound links users are clicking, which forms that have the highest conversions, and which online store has the best conversions. You don’t have to deal with the hassle of writing code and configuration when using this plugin. It has automated the process of pasting different codes of analytics in the footer.

Let’s see how we can track different metrics on Google Analytics when it comes to user engagement for your website.
- Time spent on your website
One of the most important things you must find out is to know the time users spend on your website. It is called the session duration and according to HubSpot, 55% of visitors spend 15 seconds or less on your site. If people don’t spend enough time on your website, you won’t be able to convince them up to the point of a Call-To-Action. Analytics can give you information on the session duration.

Simply go to Audience >> Overview. The session duration will show among other stats.

You can also see this important metric by using Behavior >> Site content >> All Pages.

You can fix this by tidying up on your design, improving readability, adding high-quality images and optimizing them, and by using a lot of internal links.
- How users engage with forms
Most contact form plugins don’t give you accurate tracking and conversions data when it comes to collecting user leads and feedback. By using MonsterInsights, you get information on how many times your forms are viewed and submitted. It helps you know which forms on your websites are doing well and vice-versa.

To track your forms, you need to make use of Google Insights. Simply go to Google Insights >> Addons page. You need to install and activate the forms add on.

Do note that you will need a MonsterInisghts Pro plan for this. After doing all this, MonsterInsights will automatically start tracking all forms (website comments, user registration forms).

To track this metric on your Analytics dashboard, go to Behavior >> events >> Overview page.

Under ‘Event Category’, click on ‘form’. Click on the ‘Event Label’ to see stats for different forms on your website. You can then click on any form to see your impressions and conversions.
- Your most popular content
You can plan a content strategy or improve on existing strategy if you know the type and kind of content users like on your site. You need to figure out which blog posts and pages are the most popular among your users. Why is this important? To know the pages and content driving the most traffic on your website and the ones that are not doing so well.

To track this metric, visit Insights >> Reports page in your WordPress admin area. Under the ‘Top Posts and Page’ section, you will see your most popular content.

You can also see the top traffic sources to know where your traffic is coming from.

This understanding will help you channel your marketing and content strategies towards that particular channel.
- Frequency of visits
With this metric, you can see how many sessions were generated from a certain percentage of your audience. It is also defined as the frequency of visits for the average user. In simpler terms, it means the number of times the average user comes back to the website after the first time.

Check this by going to Audience >> Behavior >> Frequency & Recency.
- Bounce Rate
According to Wpbeginner, bounce rate is “the percentage of users who land on your website and decide to leave without going to a second page”. While having bounce rates are normal, a very high bound rates point to a bigger problem. It would seem that your users are not attracted to what your website is all about or the design is off-key. It indicates that you were unable to convince them to check out the other pages of your website after they arrived on the landing page (the page their browser directs them after submitting your URL).

A site with a bounce rate of around 30% and 50% is said to have excellent bounce rate. Any bounce rate between 50% and 70% is seen as an acceptable average while any above 70% is believed to be poor. Do note that since there are different kinds of content on websites, average bounce rate vary from niche to niche.

Login to your Google Analytics dashboard. To check your website’s bounce rate, Go to Audience >> Overview page.

To check for the bounce rate of an individual page, click on Behavior >> Site content >> All pages to see the bounce rate for each page.
- Page views per visit
Another important metric for user engagement with Google Analytics is page views. It tells you how many times a page is viewed for a given period. The more the page views per session, the more time users spend on your website which invariably means fewer bounce rates.

You can track page views per visit by going to Audience >> Overview. You can also get more information on the traffic channels that are converting the best for your site.

Click on Acquisition >> All Traffic >> Channels page.
- Average pages per visit
This metric is important for media websites as the more pages people visit on your site, the more ad impressions are generated, which in turn leads to higher revenue. It works on the premise that when people browse more pages on your site, they are more likely to see the ads placed on your website. It is also an important metric for ad or service-based websites like SaaS (software as a service) and e-commerce sites.

You can track this metric by going to Audience >> Overview. On the dashboard, you will see Pages/Session.

You can also take a look at the pages per session for each channel to understand this user engagement metric as well. You can do that by going to Acquisition >> All Traffic >> Channels.
- Percentage of returning visitors
This is one metric that is as important as any other. It is the understanding that these users are engaged with your brand; they have visited the site once, liked what they saw and have come back for more of the same or something better. This metric also shows the disparity between new and returning users/visitors. By understanding this percentage, it helps you to unearth more techniques on keeping them on your platform.

You can track this metric by going to Audience >> Overview. On the dashboard, you will see the percentage of returning visitors.
- Days since last session
Google Analytics helps you understand how often people visit your website and knowing the last time they came. When the difference is big, it might mean you are not being consistent with internal links from social media or you are not posting regular content.

Go to Audience >> Behavior >> Frequency & Recency and click on ‘Days since last session’
- Affiliate links
An affiliate link is a specific URL that contains an affiliate’s ID or username. An affiliate is someone or a website that pays you a commission when people buy their products on your website. To make affiliate links look more user-friendly, most affiliate marketers use plugins to manage these links. MonsterInsights helps you gather more information or track the links that are doing well, which posts are generating more affiliates and more.

To get started with affiliate link tracking with Google Analytics, you need to visit Insights >> Settings page. On this page, click on ‘Affiliate links’ after switching to the tracking tab.
1. The first thing you need to do is enter the slug you use for your affiliate links. After doing this, you need to provide a label you would like to use for these links on your Analytics reports.
2. Click on ‘Save Changes’
Your affiliate links CA now n be tracked by Monster Insights. To view this metric, go to Behavior >> Events >> Overview Page.

The links you chose earlier will be available alongside their affiliate link clicks.
- AdSense clicks and impressions
Google AdSense is a reliable way of making money online while creating useful content. By using Google Analytics, you can see how users interact with ads on your site. You will be able to identify the most effective ad placements, track how many clicks each ad is receiving and know which ads your audience is ignoring.

The first thing you need to do is visit Insights >> Addons page on your WordPress site. Install and activate the ‘Ads Tracking’ addon. For you to be able to get this information, you need to integrate Google Analytics with your AdSense account. To do this, head over to your Google Analytics dashboard. On the bottom left corner of the screen, click on the ‘Admin’ button.

Now that you are in the admin section, click on ‘AdSense Linking’ under the property column. Next, click the +New AdSense link button and then select AdSense property that you want to link with your Analytics property. Click on continue to go ahead. Select the Analytics view in which you want your AdSense data to be available. Once you select that, click Enable Link and then click done.

You are not done yet. After everything is configured on Google Analytics, you need to head over to the WordPress dashboard. Go to Insights >> Settings page. Click on the Ads section after switching to the ‘Tracking tab’.

NB: Google AdSense tracking checkbox must be clicked.

To view your key AdSense metrics in Analytics, go to Behavior >> Publisher page.
- Audience Engagement Rate
This metric is quite similar to the average time spent on your audience. However, there is more information here. You can see the specific time duration a certain percentage of your audience stayed on your site (from 0-20 seconds up to 1800 seconds)

To do this, go to Audience >> Behavior >> Engagement

Final Thoughts

With all these user engagement metrics, you will understand your audience better. You will learn how people interact with your website, and identify problems. With this in mind, you can learn what you need to improve to engage your audience further and better Google Analytics is absolutely free and offers you the best data when it comes to user engagement. We hope this article helped you understand the metrics you can get information on with Google Analytics.

Do you track the following metrics for your site using Google Analytics? Let us know in the comments below. You can also add others that you have tracked before.

Get in touch with us and find us across social media platforms @MactavisDigital. We have built expertise in web design and development, mobile app development, content production and copywriting, SEO and other digital services. We would love you to do business with you.
September 25, 2018
Understanding Copywriting And Content Marketing For Your Website

Copywriting and content marketing have become very important in the digital space. The amount of potential customers online is mind-boggling, therefore having content that gravitates people towards your brand is important. Copywriting and content marketing are intertwined, but they don’t mean the same thing. That said, what is copywriting?

Copywriting involves making content attractive to the extent that customers move past the reading phase to the purchase phase. Informative blog posts, insightful case studies, how-to guides and entertaining social media snippets help provide value for your audience.

This article highlights essential tips and skills that are essential in copywriting. Let’s dive in.

Copywriting vs content marketing

Don’t be afraid. This headline is not an advert for an upcoming boxing match. We just want to highlight the difference between content marketing and copywriting. Imagine this. Books, pencils, and erasers are all grouped under the term, “Stationery”. All these items are part of a larger category. It’s the same for copywriting and content marketing.

Copywriting is a form of content and marketing. Content marketing, according to the Content Marketing Institute, is “a strategic marketing approach focused on creating and distributing value, relevant and consistent content to attract and retain a clearly defined audience – and ultimately, to drive profitable customer action”.

Content marketing is an umbrella term that covers any content you create and distribute. It includes blog posts, social media posts, emails, print copy, press releases and so on. Copywriting involves three ultimate aim of attracting sales. A blog post which may be written just to educate may not be termed as copy, but can be referred to an example of content marketing.

Why is Copywriting Important?

Every successful content marketing strategy must have copywriting at its core. Its idea is to inform rather than promote that puts you as an authority in your niche or industry. Most people don’t really appreciate when they are being “directly advertised” to.

You most create copy or content in a systematic way without overly promoting your products or services which converts a fair portion of readers into potential customers and followers. Think of copywriting as a Call-To-Action: but on a much larger scale.

Essential Copywriting Skills

Every good copywriter needs a skill set that puts them at an expertise level when it comes to creating sales-inducing content. Some are listed below:

Your headlines must attract

Headlines are very important when it comes to copywriting as they must make the reader want to keep reading until the article is completely read. The reader must be excited about reading the rest of the content. To do that, having a headline that hits people once they see it is advised. Famous copywriter, David Ogilvy put it aptly when he said, “Five times as many people read the headlines as read the body copy”.

Simply put, if a headline isn’t compelling enough, there is a higher chance that the rest the content will not be read. Research and recent studies have proved that 80% of viewers read the headline but not the body copy. Headlines must be direct, short and unique. Simply put, no one is going to read content unless they feel drawn by the headline.

Your writing skills must be top-notch

Copywriting involves having excellent writing skills. Use of grammar, punctuation, and spelling must be mastered by a good copywriter. You must also be able to create easy-to-read content and make complex topics simple. Writing great transitions and crafting compelling conclusions is also a must. Since copywriting involves writing compelling content, you must use the correct style and select the best vocabulary words within a specific content.

Your audience must be able to relate with your content

One thing you must be able to do when writing good copy is to put yourself in the mind of the reader. Understand their pain points, so you strive to create content that can solve their problems. You must listen to the needs and desires of your audience, and research on the language they use.

Doing keyword research is very important, as it helps you understand what your customers are searching for online. By writing in a way that the reader can relate to, you can lead them to do what you want. You must highlight their problems, and also give solutions to the challenges. You must focus on benefits, not features. Good copywriting should speak to the reader in human terms.

Be direct in the way you write things instead of using exaggerated language to drive home a point.

A good copywriter must specialize

The task of content creation is only possible from someone who has deep experience and interest in a niche. While some writers can learn quickly about an industry and produce wonderful content, it is important to have experience and interest. Specific content needs writers that are well versed in that particular niche, otherwise, there is a high probability that a low-quality content will be churned out.

Don’t go yet, read this.

We do hope this article helped you understand what you need to do to become a better copywriter. Content marketing strategies keep changing, so self-development, a fresh set of understanding, and skills are needed to improve. Do you need a digital agency that can attend to all your copywriting needs? Look no further. Mactavis is a digital agency that has worked with different websites and brands on their copywriting needs.

For your comments, suggestions or inquiries, please contact us or connect with us on Facebook, Twitter, and Instagram @MactavisDigital. You can also check out our portfolio to find out what we have done in the past. We would be happy to hear from you. Really.

September 19, 2018