E-Commerce – Okon Schwarz – your advertising agency from Erfurt, Thuringia

Data Management in E-Commerce: Flexible No-Code Solution for Interfaces to Shopify or Shopware

Lisa — Fri, 16 Sep 2022 08:40:11 +0000

Setting up a new online shop entails a lot of work. It quickly becomes complicated and expensive, especially when it comes to integrating other systems and their interfaces. If you opt to have your interfaces custom programmed, it involves additional costs. Perhaps this is why you are looking for an alternative?

Synesty offers you a no-code solution. Synesty is a software tool or middleware that facilitates data exchange. It is easy to use without extensive programming knowledge and comparatively affordable. Moreover, it is useful for various other applications. Synesty is also suitable for numerous shop systems, including Shopify and Shopware. In the following article, we will show you how Synesty works and how it helps you successfully provide data from your online shop or import data into it.

Once your own business is up and running, as a retailer or shop manager, you face the major challenge of managing data related to orders, stocks, and products flawlessly. Speed is a crucial success factor in today’s time. The past years have shown that companies with integrated systems and automated processes operate more efficiently and benefit from standardization and rapid adaptation to new business models.

Learn how you can automate your data management with Synesty and save valuable time in this article.

Shopify and Shopware are Popular E-Commerce Platforms

Shopify is a cloud-based commerce platform through which over 1.7 million merchants worldwide sell their products. Shopify is primarily known for its easy creation of cloud-based online shops. Additionally, the platform allows merchants to sell products on marketplaces such as Amazon or on social media networks. An alternative e-commerce system is provided by Shopware. Shopware is a German company and is also very popular. The majority of the available packages with Shopware (editions) are server-based, or on-premises.

When it comes to deciding which system is right for you, it’s more of a fundamental decision. With a cloud-based system like Shopify, you receive regular support from the provider with central updates. Server-based e-commerce systems like Shopware allow you to make more independent decisions and to have control over your system.

How Digitalization Continuously Challenges Business Models and Companies

Due to digitalization and the advancement of various technologies, companies are constantly faced with the requirement to perform faster and better. Thanks to large corporations, consumers in the B2C sector are accustomed to receiving their orders within a very short time, getting answers to their questions in customer service at any time, and being able to return items free of charge. In order to remain competitive in the fast-paced market, online retailers must meet these needs as best as possible. And this requires an internal infrastructure that keeps control over the sum of data between end customers and the company, as well as between the company and its suppliers. After all, you also don’t want to receive disappointed messages due to an overselling of the highly sought-after goods, right?

An infrastructure that nips this and many other problems in the bud due to scalable data management is only possible if processes are consistently digitally mapped. This can be facilitated by various applications, such as Product Information Management systems (PIM), Customer Relationship Management (CRM) systems, as well as reporting tools. However, it is important that data exchange between the various applications is enabled. It is recommended to strategically build the systems based on a central system (for example, an ERP system). Subsequently, interfaces to the various applications needed as an online retailer – such as your Shopify shop – are established.

What is a Shopify or Shopware Interface / API / Connector?

When we talk about interface technology, we often encounter various terminologies that ultimately convey something similar. Even in the context of Shopify, we hear not only about the Shopify interface but also about the Shopify API and the Shopify connector.

Although it may sound complex at first, it really isn’t. In essence, a Shopify API and interface are the same thing. API stands for Application Programming Interface. It is an interface that allows two independent software components to exchange information over the internet.

In the case of Shopify, this means that the Shopify interface / API enables communication between the commerce platform and third-party tools. For example, you can connect the online shop to the price comparison engine Idealo to transmit the necessary data and thus be present in this price comparison engine. In e-commerce, APIs are also used to keep track of inventory and provide customers with information about the availability of products. A connector, on the other hand, is the link between two systems or two interfaces.

What do Shopify or Shopware Interfaces Mean for Online Retailers?

To automate processes in data management around your Shopify or Shopware online shop, a Shopify or Shopware interface must be used. A comprehensive and cross-cutting interface concept enables online retailers to derive the following benefits, for example:

Seamless and integrated processes up to customers
Faster throughput times
Reduction of error sources through automation and standardization
Centralized master data, providing access to uniform address and article master data
Increased utility of process status, movement data, and other information for employees, customers, and partners in real-time

Working with Synesty saves you time, money, and can positively influence your search engine optimization.

You can test the features with a certain number of data sets for an unlimited time for free. Simply create an account here. Are you already convinced? Then compare the packages of Synesty now.

Direct Integration of Shopify and Shopware with Fulfillment Service Providers and ERP

To track, prioritize, and ultimately fulfill orders faster, you want to connect your Shopify or Shopware online shop directly to potential fulfillment service providers as well as your ERP. What may sound highly complex at first is easily achievable with the right middleware, and all without a large budget or existing programming knowledge.

Synesty is the cloud middleware that enables interfaces, data exchange, and automated processes in your company without programming. Applications can be connected via drag & drop. Products and orders from your Shopify or Shopware shop are then automatically imported or exported. Manual status changes or transmission of shipping data are a thing of the past.

Synesty offers a specific interface for Shopify and Shopware to manage products and orders. As an e-commerce retailer, this offers you the following benefits:

Payment flows are processed automatically
Order data is retrieved and imported automatically
Inventory levels and packing lists are always up-to-date
Product data and orders are synchronized between the shop and suppliers
Data feed optimization for better ranking
Price adjustments are centrally managed
Product images and metafields are automatically retrieved and imported
Communication with customers is error-free and fast

One of the greatest benefits resulting from automation is the gain of important resources such as time and money. By automating more and more processes and data transfers, you as a retailer have more time to focus on your core business and scaling the company.

What is the Advantage of the Synesty Interface Compared to Free Interfaces from Other Systems?

There are already various systems on the market that offer free Shopify plug-ins. However, these are typically tailored to specific applications, and many of these plug-ins are very restrictive, with many steps being fixed. Since each online shop is individual, Synesty’s middleware can be adapted to meet specific needs.

Additionally, installed Shopify apps can negatively impact your shop’s performance. The extended code can slow down the page speed of your website, affecting your position in search engine results.

With Synesty, you can consolidate all your automated processes into one system without affecting your shop’s performance. Building an individual infrastructure for exchanging data between various connections can quickly become costly, especially when developers are involved. Synesty, on the other hand, provides you with a toolkit that allows for the individual connection of a variety of systems without programming knowledge.

You can adopt prefabricated flows or create your own processes based on your needs, customize them, and expand them at any time, all without requiring a large sum of money for developers. Such middleware enables SMEs to successfully manage data for greater success in e-commerce.

Your Online Shop or E-Commerce Agency from Thuringia

Are you looking for an advertising agency that specializes in e-commerce and takes care of all your online marketing needs? From SEA to social media management, newsletters, price comparison portals like Google Shopping, and much more – we are your partners in online marketing. Get in touch with us! We look forward to hearing from you.

Measurement of Success in Online Marketing: What Tracking with Cookies is About

Lisa — Wed, 24 Aug 2022 12:41:17 +0000

Measuring success is essential in online marketing to evaluate and optimize campaigns. This allows you to identify your best-performing campaigns and redistribute your advertising budget accordingly. To achieve this, you need to track the behaviour of your users on your website or online shop. For this purpose, cookies, tracking pixels, and tags are used, all of which must comply with GDPR regulations.

In the following article, we will explain how you can measure your success and everything you need to know about GDPR-compliant tracking.

How is your online marketing success measured?
What are tracking pixels or tracking tags?
What is the Google Tag Manager used for?
What are cookies and how are they used?
What should be considered regarding cookies and opt-ins?
And what are cookie opt-ins?
How does retargeting or remarketing work?
Conclusion

How is Your Online Marketing Success Measured?

First, you need to define goals that you want to achieve with your online marketing campaigns. These goals significantly determine how you conduct your campaigns.

Do you want more interactions, more reach, more leads, or more conversions?

Next, you need to define the appropriate metrics for your goals. Key metrics include your conversion rate, click-through rate, cost-revenue ratio (CVR), and cost per order (CPO). By regularly tracking these metrics, you can closely monitor your success.

If your metrics don’t yet meet your goals, don’t worry. You can further optimize your campaigns. To do this, track your users and their browsing behaviour or purchases on your website – of course, pseudonymized. Analyse the results. Tracking pixels and tags, as well as cookies, play a significant role in tracking.

What are Tracking Pixels or Tracking Tags?

Tracking pixels are transparent pixels integrated into websites. They measure, for example, a purchase, a conversion, or a lead. This happens when an order is placed or a newsletter sign-up occurs on your website. There are also pixels that are integrated on every subpage of the website. For example, the Facebook pixel, which captures page views and events such as clicks on a button.

A tracking tag works similarly to a tracking pixel and allows the analysis of user behaviour. This is a small code or parameter inserted into the URL of a website.

A classic example of this is the UTM parameters for Google Analytics. Here is the so-called Campaign Builder.

What is the Google Tag Manager Used for?

As described in the previous passage, a tracking tag is a small code that stores user browsing behavior. The Google Tag Manager, on the other hand, is a kind of “container” for your website or online shop. It integrates these tracking codes into the readable text of the computer program (source code) – without programming.

The advantage is that this is done through a tag management system. This system contains predefined tags and is therefore particularly user-friendly. No programming knowledge is required. This makes it very easy to equip any website with analysis tools. Only low costs and minimal effort are needed.

What Are Cookies and How Are They Used?

Cookies are small text files set by the website operator or third parties. They store data, such as an ID (pseudonymized). Cookies can be used to assign browser data, visited websites or product detail pages in online shops, and even clicked online ads to a person in a pseudonymous way. That’s why they are essential for online marketing tracking.

For example, when a user clicks on an advertisement, tracking pixels can be activated and sent via cookies. Banners can also be displayed that match the interests of the person. These are then called marketing cookies. These do not fall under purely functional or technically necessary cookies.

Cookies are distinguished into two types. Session cookies are only stored until the browser is closed. After that, they are deleted. Persistent cookies are long-lasting (for a defined period) and remain stored.

Some cookies are technically necessary for the website to function. For example, for storing login data or shopping carts.

Others, however, are technically unnecessary cookies. These are primarily used to analyse user browsing behaviour or track events or conversions on your website for marketing purposes.

Based on technically unnecessary cookies, website operators or third parties know the interests of users. They can use this information for marketing purposes. For example, websites can be made more user-friendly. Or advertising can be tailored to the specific user. From a marketing perspective, this is a very important function.

What Should Be Considered Regarding Cookies and Opt-Ins?

The “Cookie Directive” in the EU determines how cookies should be handled. In addition to explicit consent, which must be renewed annually, users must be able to delete cookies at any time or recall their consent. They must have the option to activate only certain cookies. Furthermore, users should not be influenced in their decision, for example by pre-selected checkboxes or by highlighting the “accept cookies” field in a prominent colour to encourage clicking.

And What are Cookie Opt-Ins?

Certain “cookies” require explicit consent from users, which is obtained through a cookie banner or a cookie consent tool. The opt-in requirement was established by the European Court of Justice for technically unnecessary cookies. Technically necessary, cookies do not require consent as they are needed for the functioning of the website or online shop. A mention or notice on the website and in the privacy policy is sufficient for these.

How Does Retargeting or Remarketing Work?

Retargeting is a marketing campaign that requires technically unnecessary cookies. By tracking user behavior, these cookies store, for example, which subpage of your website a user has visited. With retargeting, users are then shown targeted ads on the internet for the websites or products they have previously viewed. This reminds users of these websites or products repeatedly.

However, questions should also be asked beforehand, such as: Why did users buy the product or not? Is an abandoned purchase due to viewing product details or shipping costs? Is it sensible to advertise the same product or perhaps similar products? Once users have shown interest in a product, they are more easily motivated to purchase it or similar ones. With this marketing strategy, users’ purchasing decisions can be significantly influenced and guided.

Conclusion and Challenges

Tracking user behavior forms an important basis for effective campaigns in online marketing. Without consent for the marketing or analytics cookies that are so crucial to us marketers, there would be no tracking. Consequently, we would lack the ability to measure success. In the worst case scenario, online marketing managers would run inappropriate campaigns because they are essentially flying blind. Our vote clearly goes to the Cookie Opt-In!

If you need technical assistance in setting up your marketing tracking or cookie banner, feel free to schedule an appointment with us here. We are happy to assist you!

Please note that our guide on success measurement in online marketing is not legal advice. For more information, you can read articles like this one.