5 Mobile Strategies for Improving Conversion Rate and Average Order Value

The rise of mobile ecommerce has been a topic of conversation for quite some time. Over recent years, mobile shopping trends have been limited to mobile accounting for a majority of website traffic, cross-device shopping experiences, product browsing, and brand engagement. Despite these trends,  ecommerce experts have been forecasting that one-day mobile shopping will be of greater transactional value than desktop.

For instance, consumer data software giant, Statista, predicted that by 2020 mobile ecommerce would make up 70.4% of total eCommerce sales.  Well, it is 2020 and Statista was onto something.

Today, more than ever, consumer behavior is changing and mobile ecommerce is one of those consumer changes.

As we begin to close out this fiscal year, Something Digital’s Digital Strategy team has been heavily analyzing mobile ecommerce trends.

One of the biggest data trends that our Digital Strategy team has unveiled is that mobile ecommerce sales have started to top desktop eCommerce sales in regards to the quantity of orders, but desktop still accounts for a majority of revenue. Why? Because on average, desktop conversion rates and average order value are still higher than mobile.

 

Below is a sample data set of the Digital Strategy’s’ team findings.
KPI

 

Desktop Avg.

 

    Mobile Avg.

 

Transactions 43% 55%
Revenue 50% 49%

 

 

KPI

 

Desktop vs. Mobile

 

            Notes

 

Avg. Order Value

 

   +23%

 

Desktop avg. order value is 23% higher than mobile avg. order value.

 

Conversion Rate    +101% Desktop conversion rate is 101% higher than mobile conversion rate.

 

Mobile is the leading device in the number of orders at 55% of total online orders.  Online revenue is nearly split 50/50.  However, desktop is the leader in having higher avg. order value and conversion rates.

These data points prove that mobile really is starting to bridge the gap on desktop, but strategic mobile optimization still needs to take place to fully close that desktop barrier.

 

With that being said, here are the five mobile strategies that focus on improving conversion rate and average order value:

 

1. Product Merchandising

On avg, 10% of all mobile product clicks will be from products within the first five product listing positions on a category page. Knowing that most users are going to click on a products quickly versus scrolling through pages of product offerings, a strategic way to increase mobile avg. order value is merchandise products with a higher price point within the top five product offerings on category pages.

 

2. Shop the Look (Up Sells)

One of the more simple ways to boost avg. order value is taking on the Shop the Look strategy. This version of an upsell is a common tactic to showcase related products to the consumer as they enter the checkout process. The idea is that you are selling an entire outfit or a whole product set rather than just one product. Here is an example of how beauty company Bliss uses the Shop the Look strategy to upsell an entire beauty collection:

To the left is the product the user clicked on and to the right is the related product Bliss is looking to upsell to the potential customer. They use the wording Perfect Pairing to indicate that these products pair well and should be purchased together for a complete product experience.

 

3. Clear Call to Actions that Encourage Conversion

Designing your user experience with a mobile-first approach includes the strategy having a clear call to actions that live above the fold on a mobile device. As seen in the example below from Robert Graham’s mobile website, the calls to action are easily accessible on mobile making the checkout process more intuitive to users.

 

4. Page Speed

In simplest terms, page speed refers to the faster your pages load the more likely users are to convert. In a study performed by Google, researchers found that as mobile page loads increase between one second and ten seconds, a user is 123% more likely to bounce. Google also discovered that if a mobile page speed rises anywhere between 400 – 6,000 milliseconds users are 95% less likely to convert.  Focusing on page speed can have major impacts on conversion rates.

 

5. Personalization

Using personalization as a strategy can increase both avg. order value and conversion rates. By making your website a personalized experience, eCommerce businesses have the opportunity to serve the correct products to users right away, which will have positive impacts on avg. order value and conversion rates. In fact, consumers are 80% more likely to convert  & are willing to spend 50% more on their purchase when served a personalized experience.

Although desktop is still the reigning champion when it comes to eCommerce revenue share, mobile is putting up a good fight. The data shows that consumer behavior is changing.  Following these five strategies will help your ecommerce website adapt for when mobile becomes dominant.

Looking for help with your brand’s digital strategy? Contact us.

A Step by Step Guide on Google Analytics Content Grouping

If you work in ecommerce, then you are most likely familiar with Google Analytics. At its simplest form, Google Analytics can provide you with the data you need. This online analytics tool is a vital resource for reporting traffic, revenue, and tracking other website goals.

But what happens when you are ready to take your analysis to the next level by segmenting data into content groups? This is when Google Analytics configurations become complex and Something Digital is here to help. With this step by step guide, Something Digital will provide instructions on how to configure content groups in Google Analytics and shed light on content grouping best practices.

Content grouping is a feature that allows ecommerce professionals to group content into logical structures based on the functionality and user behavior of their website. For example, if you sell a variety of different shoes online, you can create content groups based on shoe types like sneakers, loafers, or boots. Another common form of content grouping is to aggregate data based on page type, like product detail pages or product listing pages. Once these content groups have been created, you will be able to analyze content group data at the URL, device speed, or default channel level.

So, why does your analytics team need to set up content grouping? With this feature enabled, data can be segmented based on the content you deem most important to your business goals. This is also extremely helpful for high traffic websites with numerous pages. Rather than trying to segment massive amounts of data with Google Analytics default features, content groupings make advanced data analysis easy and efficient.

Now, let’s walk through an example on how to set up a content group in only three steps.

Step 1: Log into Google Analytics and navigate to the admin. Once in the admin, go to view setting and select the view you would like to create the content group. Then click on Content Groupings.

Step 2: Once in Content Groupings, click New Content Groupings and name your content group. For our example, we will name the content group Page Types.

Step 3: Now that we have named the content group, we can configure the groupings. There are three ways you can do this:

  1. Group by Tracking Code: This method utilizes Google Tag Manager to send the data directly to Google Analytics. With this method, you will need to update your dataLayer to capture the category you are using for the content group. Once a new dataLayer variable is created, you will go your GA Pageviews tag, scroll down to more settings, and click content group. From there, you will label the index as 1 and the content group as the variable you created.
  2. Group by Extraction: This method pulls from elements in a page, page title, or screen name using a regex capture.
  3. Group by Rule: This method also pulls elements from a page, page title, or screen name. The difference is that you are not limited to using a regex. Group by rule is the most efficient way to set up content groupings.

 

How to utilize content grouping in reporting

Once your content groups have been created and some time has passed for data to be collected, you can begin to analyze your data by segmenting out content groups. Utilizing content groups while doing an ecommerce analysis is an efficient way to gather conclusive behavioral data of a user group.

First, you can create a custom segment in Google Analytics based on a specific content group. This is an effective way to analyze all of your data within a content group and compare data to all other users or to other content groups.

Another way to gather data based on content group creation is through secondary dimensions. The content groups you have created in the admin will appear as secondary dimensions. From there you can search the exact content group you are looking to gather information on without having to create a segment.

So, once you have created your content groups and apply a segment or a secondary dimension, what metrics should you be analyzing with this new data? Here are three metrics Something Digital recommends:

  1. Exit Rate: Exit Rate is the percentage of exits based on the total number of exits divided by the total number of pageviews. Knowing overall exit rate is a good indication of how users are engaging with the content on specific pages. However, the average exit rate is an aggregate percentage of all your pageviews. Knowing exit rate by your content groups will provide a more granular insights into specific categories.
  2. Conversion Rate: Conversion Rate is the percentage of sessions that resulted in a transaction. Let’s say you are given the budget to re-design only two of your product listing pages but are unsure of which ones need a re-design. Through content group segmentation, you are now able to see the conversion rates based on users who visited specific product listing pages. This is just one scenario of how you can utilize content groups and apply it strategically to conversion rates.
  3. Mobile Metrics vs. Desktop Metrics: Improving the mobile experience is the new fad of ecommerce. With mobile always being top of mind, segmenting by your content groups can give further insight into how user behavior is broken down based on device.

 

Creating content groups can be challenging, but in the end, it is worth the effort. With these capabilities, data analysis will become more precise, strategic, and advanced.  f you are interested in taking your data analysis to the next level, checkout some of the other work our Digital Strategy team handles or contact us!

Holiday Trends 2019

It is officially the start of a new year and decade, which means the holiday season has officially come to a close. Retailers can finally take a deep breath knowing that the shopping rush has ended. Although purchases have slowed, the work has not. Now is the time to analyze holiday strategies to see what did and did not work.

While breaking down holiday metrics for Something Digital’s clients, our Digital Strategy team picked up on a few noteworthy trends:

Trend #1: Average Order Value Drove Revenue Growth

In ecommerce, four key performance indicators drive revenue: sessions, conversion rate, average order value, and transactions. During the 2019 holiday season, average order value (AOV) was the key performance indicator that acted as the catalyst for revenue growth. One of Something Digital’s fashion retailer clients saw a 120% increase in revenue over Cyber Week due to a 66% increase in AOV. This massive growth was not by luck, but due to a planned strategy to offer a 50% discount with free shipping. These incentives motivated customers to spend more in the long run.

One of SD’s health and beauty clients planned to use AOV to drive revenue. By offering customers a gift card with orders starting at $50, users opted to spend more to receive the promotion. This strategy resulted in a 56% higher AOV during the holidays compared to their yearly average.

Trend #2: Mobile Grew, but Desktop Still Dominates

For years, the ecommerce community has been trying to find ways to enhance the mobile experience. These strategies seem to be working, as mobile revenue has increased; however, mobile revenue still does not outperform desktop.

During Cyber Week, SD clients saw mobile revenue growth as high as 88%. While some of these growth numbers are staggering, they don’t demonstrate how much desktop still dominates sales. At the surface level, 88% mobile revenue growth is a strong statistic. If we take a deeper look at this client’s device performance, we see that mobile revenue only accounted for 8% of total sales during Cyber Week. High mobile revenue growth but minimal revenue share was a common trend this holiday.

Trend #3: Home & Bedding Hit Home

SD has a variety of different home & bedding clients both in the B2B and B2C verticals. Regardless of industry, this vertical had a superior holiday season. Compared to BigCommerce’s holiday report, SD’s home & bedding clients had a 470% higher AOV than the industry average. Big Commerce also reported that the industry average conversion rate was 4.1%. One of SD’s luxury bedding clients saw a record high conversion rate of 9.67%.

Runner-Up Trends:
  • SD clients saw the largest revenue growth on Cyber Monday.
  • Despite mobile revenue share not exceeding desktop, a majority of SD clients saw large mobile AOV and CVR growth compared to desktop.
  • Top sales channels included Direct, Organic, Email, and Paid Search.
  • Pre-Black Friday & extended Cyber Monday boosted overall sales in November and December.
  • Health & Beauty industries saw the highest increases in revenue.

 

As another holiday shopping season comes to a close, new trends have formed that will shape the foundation of 2020 ecommerce. If you are interested in getting ahead in your 2020 holiday planning & strategic insights, contact us!

5 Unorthodox Metrics to Track this Black Friday, Cyber Monday

After months of preparation, the fatal week known as Black Friday – Cyber Monday (BFCM) has arrived. While most are enjoying their Thanksgiving leftovers, ecommerce analysists are glued to their analytics platform measuring performance by the hour. When considering what metrics to measure, revenue is the most crucial key performance indicator (KPI) to consider during the holiday season. Online retailers will report that holiday sales can account for 20-30 percent of their fiscal year sales. Given this statistic, revenue performance will determine if your business will make it or break it over the holiday. So yes, revenue is important to track.  But what about other critical KPIs?

Conversion rate and average order value are other metrics that come to mind that determine success, but Something Digital is assuming these have already been accounted for in your reporting. So what are these other metrics? We have put together a guide to the five most unorthodox, yet equally important, metrics to track this holiday.

Cart Abandonment Rate

What is it?

Cart Abandonment Rate is the percentage of users who have added a product to the cart, but have exited the site before completing the purchase.

Why should I track it?

Cart Abandonment Rate (CAR) is an essential metric to understand when analyzing shopping behavior. Consumers will add 40-50 percent more products to their cart throughout BFCM, so online retailers can see nearly a 7 percent increase in CAR. So when analyzing CAR, ask yourself, are users comparing prices? Am I offering free shipping? Are my users looking to buy online, but pick up in store? By knowing your CAR, you will be able to better understand where users are dropping off in the consumer journey funnel.

How do I calculate it?

If configured properly in Google Analytics, you can find CAR in the Enhanced Ecommerce section.

If not, you can use this formula to measure:

Search Terms

What is it?

Keywords entered into a sites internal search box used to generate a search results page that showcases specific products based on keyword or combination of keywords entered.

Why should I track it?

Even when in the comforts of their own home, consumers are still overwhelmed with the rush of BFCM. Rather than racing through the aisles of stores, online buyers are now scrolling as fast as they can to find the perfect holiday gift. To get what they want faster, users are likely to rely on your internal site search feature. Analyzing what shoppers are looking for can further help finalize user behavior. Knowing this metric can also act as a catalyst for marketing personalization through the rest of the holiday season.

How do I calculate it?

There is no written formula for capturing site searches. You can obtain search term performance by using the site search reports in Google Analytics. To do this, you will have to set a proper query parameter. Another option is to use your ecommerce platform’s internal analytics tool.

Cross Device Performance

What is it?

Cross device performance references the tracking of the consumer journey across multiple devices, such as smartphones, desktops, and tablets.

Why should I track it?

Understanding cross device performance is another metric that gives insight into the consumer journey during BFCM. For example, 19 percent of Thanksgiving Day cross device transactions begin on desktop, but are completed on smartphones. On Black Friday, 27 percent of orders begin on smartphones, but are completed on desktops.

How do I calculate it?

There are several ways and tools that your company can use to set up cross device tracking. If you are not working with a third party that is tracking this already, Something Digital would recommend using cookies to capture client ID. The process of setting up cross device tracking can be a blog in itself, so for the sake of time, check out this blog or contact Something Digital.

Repeat Purchase Probability

What is it?

Repeat purchase probability is the likelihood of a consumer completing another transaction.

Why should I track it?

Knowing repeat purchase probability is an essential metric to track when analyzing customer retention. The ecommerce ecosystem is hyper competitive, especially during the holiday season. Every day, there is a new promotion being offered by your competition. You can use repeat purchase probability metrics as a competitive advantage when determining customer retention strategies through the remainder of the holidays.

How do I calculate it?

Use this formula:

Bounce Rate

What is it?

Bounce rate is the percentage of users who visit a website, but leave the site after viewing one page.

Why should I track it?

Tracking bounce rate percentages gives insight into the number of users who are not engaging well with site contact. Something Digital recommends tracking bounce rate by landing pages. Knowing where users are leaving your site can provide awareness around your sites user experience & interface performance.

How do I calculate it?

Use this formula:

Conclusion

Revenue, conversion rate, and average order value are all metrics of great importance.  However, there are other key performance indicators to take into consideration during BFCM. Let these five unorthodox metrics guide a deeper level of strategic insight to determine true success throughout the entire holiday season.

Revenue Target

7 Easy Ways to Boost Mobile Conversions

You might not be aware of this, but Something Digital has been a participant of the Mobile Optimization Initiative (MOI) since its launch. If you’re not familiar with the initiative — and you rely on mobile site to make sales — it’s worth your time to learn more. The initiative, per Magento, is a “collaboration and experimentation platform supported by Magento, PayPal and HiConversion designed to understand why the gap in mobile and desktop conversions persists in order to help ecommerce providers succeed in mobile sales.”

How Something Digital Fits In

As a participant, our job is to help merchants boost mobile ecommerce sales by making small but strategic tweeks to their sites. If you’re interested in getting involved in this initiative and work with us on it well great news because you don’t even need to be a Something Digital client in order to work with us via the Mobile Optimization Initiative.

Site owners simply apply for the program and after a brief onboarding process, one of our team member will analyze your site. Specifically, we’ll go through every aspect of your desktop and mobile checkout process, note the differences, and recommend up to four “treatments” or tweeks to make. (You’re free to disagree with our recommendations and choose one of your own.)

Although this is a mobile initiative, we test the treatments on the desktop site as well, since we want to pinpoint differences between the two, and, why not improve both experiences while we’re at it.

Next, we’ll A/B test the treatments over a three-month period, measuring success based on three KPIs: revenue per visitor, conversion rate, and average order value (AOV). If we measure a meaningful bump in any of those KPIs among users who were shown or experienced one of the three treatments, then you can opt to implement it permanently.

Why Is There a Persistent Gap in Desktop and Mobile Conversions?

We applaud Magento for embarking on its quest to understand why some consumers balk at purchasing via their mobile phone. Obviously we spend a lot of time thinking about this issue with all of our clients, but what’s interesting about this initiative is that it tends to focus on testing small, seemingly inconsequential, things.

This approach has led me to a realization: the treatments with the biggest impact provide subtle psychological assurances to the consumer that the order they’re about to place, on the mobile site they’re about to place it on, is legitimate.

For many people, placing orders via a mobile device is still a new experience. They want to know that if they take the time to enter in their addresses and credit card numbers, the order won’t get lost due to a broken connection or some other issue. And of course, they want to know that mobile sites are as secure as those they access via their desktops.

Through the Mobile Optimization Initiative we’ve found that the treatments that deliver the biggest boosts in revenue per user, conversion rate and AOV are those that deliver those assurances.

Below are 7 treatments that we’ve found test well, delivering positive results overall for the retailers that tried them.

Security Lock Icon

This treatment places a security lock on the checkout link, sending a psychological message to the consumer that the checkout is secure. This is one of my favorites because it delivers crazy-great results for both desktop and mobile. At present, few mobile sites use the security lock icon, so I’m hopeful these test results will prompt more sites will test and adopt it.

Security Lock Icon Results:

 
PayPal Express on Product Detail Page

For PayPal users, seeing the PayPal Express icon means they won’t need to enter payment information or type out their address (big benefits when typing on a tiny screen or shopping while riding the bus). It also means a faster checkout process, which customers clearly enjoy, as it results in more conversions:

PayPal Express on Product Detail Page Results:

Coupon Collapse

The coupon collapse treatment deemphasizes the coupon field. It doesn’t go away; rather the user must click on a link in order to open the field.

Coupons tell users that there are better deals out there, which isn’t always the case. The challenge is that once they get that idea into their heads, they’re likely to leave the checkout process in search of a discount code. When that happens, the chances of them returning diminishes. This treatment seeks to reduce that by making the coupon slightly less visible. The results are great. One Something Digital client saw a 12.72% lift in conversion and a 16.14% lift in revenue per visitor with this treatment on mobile!

Coupon Collapse Results:

Simplified Cart Header

The simplified cart header minimizes the mega menu navigation once the consumer enters the shopping cart:

The psychology behind the simplified cart header is similar to the coupon collapse: don’t provide visitors with distraction while they’re checking out. Keep them focused on what they’re buying and you will increase the chances that they’ll complete the purchase. Check out these results:

Simplified Cart Header Results:

One Something Digital client saw a 5.37% lift in conversion with this treatment on mobile!

Floating Checkout Button

On most mobile sites, the call to action is sticky, meaning it never moves from its place on the page. This treatment eliminates that feature, moving the call to action (e.g. “checkout now”) as the user scrolls down the page. In other words, at any point the user can initiate the cart without hunting for the checkout link.

Floating Checkout Button Results:

ZIP Code Autofill

This feature automatically fills in What this does is when the user is checking out, it recognizes where you live and auto-fill your ZIP code. It’s the little things like that that during the checkout process that make the user experience more friendly and efficient. So again, just changing these little aspects that don’t seem to big or crazy but can have a significant impact. Over mobile and desktop one Something Digital client saw a 4.63% lift in conversions with this treatment.

ZIP Code Autofill Results:

Credit Card Auto-Detect

This feature indicates the type of credit card — Amex, Visa, MasterCard — the consumers wish to use to pay for an order based on the credit card numbers they enter. The purpose is to send the consumers a psychological message that the checkout process is in good working order — as demonstrated by highlight the correct card type. This particular treatment did not yield positive results on mobile but had better results overall on desktop.

Credit Card Auto-Detect Results:

If you’re interested in getting involved in the MOI you can visit the official website or reach out to us for help.

Compete Amazon

7 Strategies You Need To Compete With Amazon in Paid Search

Amazon is an ecommerce powerhouse that keeps on growing. Between Amazon’s strong domain authority, trusted customer base, and exclusive shipping methods, it can be difficult for brands to compete with Amazon. By the end of the year, Amazon is expected to generate $258.2 billion dollars in retail sales, which will make up 49.1% of all ecommerce sales. Many brands who feel they cannot compete with Amazon have resorted to selling on the marketplace.

However, you can compete with Amazon in the digital search space. Through carefully thought-out, planned digital strategies, your business will be able to capitalize on some of the weaknesses within Amazon’s digital strategy. So, how exactly do you compete with Amazon in the digital game? Follow these tactics. By utilizing these seven strategies, your online business will be able to find a way to compete against Amazon.

Tactic #1: Bid More on Branded Keywords

You own your brand, so by bidding on more branded keyword terms, you will have the opportunity to take up more of the retail space within the SERP, above the fold. When consumers search for your brand, your paid ads and organic listings will dominate the search engine space, giving you a larger opportunity to gain more customers. Not only will your online business gain more exposure in the SERP, you will have the opportunity to save money. Google will always favor the brand and branded keywords are generally less expensive than non-branded long-tail keywords. Know that there is power in your brand.

Tactic #2: Sell Unique Product Offerings

Consumers love Amazon because it is generic and efficient, but there are consumers who still shop online for an experience. Therefore, a way to compete with Amazon is to offer unique products not sold on Amazon. Think about what products of yours are on Amazon and then create new ads for products that are not sold on the marketplace. Another strategy is to take the products that you sell on Amazon, but make your product offering more unique, like bundled promotions or entering a contest. Entice consumers to click through to your ad with something unique.

Tactic #3: Create a Localized Experience

One of the struggles brands are presented with is competing against Amazon for ad space. They have a large budget in place for CPC but a downfall to this strategy is that Amazon does not bid locally. By placing bids and narrowing down your target market based on location, your online business will have the opportunity to target the right people in locations where consumers convert. Rather than placing bids on all locations, create ads that are location specific. For instance, if you know people in the mid-west typically do not purchase your products, but consumers in New York City and Boston have the highest conversion rates, spend your budget accordingly. Do not devote money to areas that do not convert. Segment consumers based on location and offer high-quality ads to profitable locations.

Tactic #4: Create Strong Content

Part of Amazon’s paid search strategy is that they only optimize on keywords in the first headline and the rest of the ad copy is rather generic. As a result, Amazon’s ad copy and landing pages are rarely optimized. This is a great opportunity for your online business to generate clicks by creating highly targeted landing pages with ad copy full of rich keywords consumers are searching.

For example, there is a major difference between the ad copy in Amazon’s ad and Sony’s ad. Although Sony’s ad is in position number two in the SERP, Sony’s ad copy is full of strong keywords that will entice a higher CTR. By creating better content with optimized landing pages, your online business can generate more clicks.

Tactic #5: Develop and Omnichannel Experience

Similar to bidding on more branded keyword terms, creating an omnichannel experience will enhance your overall presence in the SERP. By creating an omnichannel keyword list that will be utilized in both PPC and organic search strategies, quality score will increase, CPC will decrease, and your ranking in the ad space will have more authority. Take the time to work on organic search and reap the benefits in both PPC and SEO.

Tactic #6: Narrow Down your Target Market into Niche Markets

Amazon is fortunate enough to have a large budget and strong brand authority, and bidding on broad keywords may make it difficult to receive representation in the paid search ad space. Therefore, to compete with Amazon, narrow down your target market into niche segments that have a past of making online conversions. From there create a list of long-tail keywords that these niche markets would search for. By doing this, you have the ability to create highly target ads whereas Amazon ads target a larger audience.

Tactic #7: Create a Free Shipping Promo within PPC Ads

One of the biggest attractions to Amazon is their free two-day shipping for Prime members. With over 100 million Prime members worldwide, shipping can be the make it or break it point when it comes down to your branded landing page or Amazon’s marketplace. Create an ad campaign or ad group that is geared towards offering shipping promos in order to compete with Amazon’s most utilized ecommerce strategy.

Conclusion

In Conclusion, your ecommerce store can offer a unique shopping experience for your customers that Amazon cannot offer them. Follow these strategies, adapt them to your ecommerce goals and business plan to compete with Amazon in the paid search space.

Women in Tech

Digital Marketing Minor to Digital Strategist: How to Prepare for Entry Level Positions

At some point, your college career must come to an end. Although this can be sad thought to wrap your head around, everyone must prepare themselves for the pomp and circumstance and get ready for the next step in life,  your professional career.

Don’t get me wrong, working my first full-time job as a digital marketing strategist has been the most exciting, educational, and surreal experience of my life so far. Being employed at Something Digital is truly a blessing. The culture here allows for an easy transition and the training I have received from experts in the industry has expanded my knowledge base tremendously. As I look back on my first month there are some things that college does not prepare you for when you enter the working world. Based on my experiences thus far, here are some tips that will help any young digital marketer succeed as they launch their career.

Be Agile:

Being a marketing major was great. I would go to class and watch advertisements, talk about the latest pop culture trends and their impact on marketing strategies, and have in-depth conversations about Starbucks branding. This compared to my peers; who had to study for endless bio exams. Although these class discussions  were engaging, they did not always apply to what is now and more importantly, what is next. Part of being a great marketer is the ability to predict digital trends before they even happen. It is about being ahead of the curve and to always expect the unexpected. What professors teach us in school is old content derived from even older textbooks.

So, my tip, always read to stay ahead, educate yourself, it will pay off in the long run. Know what is next rather than what has already past. Be agile with trends because digital marketing functions tend to come and go. What is relevant today may be gone within months.

Be Willing To Learn:

Being willing to learn coincides with being agile. As digital marketing trends fade, new ones will surface within the industry. Therefore, the willingness to learn is a vital component to any digital marketer’s success. Learn to expose yourself to as many different theories, strategies, and ideas as possible. What may work for one client may not align with the goals of another client, so expose yourself to as much knowledge as possible. For example, a lull in sales does not mean your customers don’t want to make a purchase, maybe they can’t. The issue could be stemming from the technical aspects of your client’s website. As a result, one must be willing to study all sides of digital marketing, both technical and non-technical.

A huge part of digital marketing is the ability to know how to use and understand a lot of different platforms. Google Analytics, Google AdWords, Google Search Console, MOZ, Google Keyword Planner, MailChimp, and Google Tag Manager are just a few of the most popular digital marketing tools. Learn how these platforms work and keep learning, they’re always being updated and upgraded, especially Google’s.

Be Innovative:

Learn to stand out by being creative. Even in a technological and data-driven industry, innovation is valued. Try to be creative in your data findings. Do not just look at the numbers. Ask yourself, what do these numbers mean? Do not jump to conclusions, look for all possible answers in your insight. Digital marketing may not seem as creative as other areas of marketing, like design and branding, but there are ways to stand out to employers by being innovative in your analysis.

Be Confident:

Transitioning from college student to a full-time job is not as easy as it may seem. You go from being comfortable in an environment you have been excelling in for years to a whole new world. If you are like me, you are moving on from a small school to a big city agency, and it is intense. New people, new routines, new theories to learn and practices to understand is a lot to take on, so my tip is to be confident. It is easy to get discouraged in such a fast pace, digital world. Constantly remind yourself that you can do it, stay focused, and set goals to achieve.

Entering into a fulltime position is not easy. It is stressful, nerve-racking, and very intimidating. All these feelings are worth it in the end. You get to work with people that make you better, learn new applications and theories, and advance your career. By following these tips, you can give yourself an edge as you transition from full-time college student to a full-time digital marketer.