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HubSpot – Shopify Integration: An Inbound Touch for Your Shopify Store

The eCommerce industry has evolved. There is no denying to the fact that the rules of the game are changing. And when we think about evolving and game changers, HubSpot is one company that has always managed to be on the top.

After wowing inbound marketers with great features and product add-ons year after year in the Inbound conference, HubSpot has once again unveiled a surprise that was expected, but not so soon. HubSpot announced a new integration with Shopify, the world’s leading multi-channel eCommerce platform.

This native integration developed by Groove will now allow customers to seamlessly integrate the power of Shopify, along with the key data including:

  • Customers
  • Orders
  • Products

All this and more of Shopify right from Hubspot. This is one of the most powerful integrations for users. HubSpot with its presence in over 90 countries has a fool-proof inbound formula encapsulated in the marketing software that manages the entire customer experience from awareness to advocacy.

Shopify is now powering more than 500,000 businesses in 175 countries. It means that all these businesses now have the most convenient tool to store product and lead data, while nurturing their leads through various life-cycle stages.

WebbyMonks gives you a closer view into how this integration works.

The Top-Notch Guide to Combine Shopify & HubSpot For Maximum Results

Inventory, categories, discounts, shopping cart, checkout, contact management, nurturing…Whew! There are so many complexities in eCommerce platforms. A tool like Shopify makes the right sense as it simplifies all the processes involved in launching and managing an eCommerce storefront.

Top it up with the power of HubSpot marketing platform and you’ve got two of the most robust systems integrated to convert your leads into repeat customers.

Here’s how you could make the best use of this integration:

Cart Abandonment Logic

There could be two logics for cart abandonment. Yes or No. In both the cases, you could create a smart list that helps you segment your contacts and prepare a targeted workflow. Here’s how it works:

  • Go to “Contacts” and select the “Lists” app.
  • Create two smart lists each for “Cart Abandoned: Yes” and “Cart Abandoned: No.”
  • For each scenario, from the left side bar create a logic by clicking on the “Contact Property” option.

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  • From the drop-down menu, select the “Abandoned Cart Indicator” option.

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  • Set up the value as “Yes” for “Abandoned Cart: Yes” and vice versa.

You have now created two lists, one each for cart abandoners and non-abandoners. Now you are all set to create targeted workflows for contacts in both lists.

Post-Purchase Follow-Up Workflow

You could create myriad of lists to create targeted workflows based on the products purchased. WebbyMonks have you covered for creating these lists.

  • Create individual lists for the following scenarios:
    • All collections purchased.
    • All product types purchased.
    • All SKUs (Stock Keeping Units) purchased.
    • All tags purchased
    • All vendors purchased
    • Products purchased
  • Under “Contact Property” in the “Lists” app, select the property for any of the above-mentioned lists.

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  • Now you could specify the products for this criterion by selecting the option “Has ever contained the word” followed by the vendor that you would like to include.

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  • This will create a list of all the contacts who purchased the selected product.

Re-engagement Workflow

You shall be able to create lists based on the amount of time your customers have remained inactive.

  • Create a list named “Re-engagement: 365 days”
  • In “Contact Property” select “Last Order Date.”

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  • Select “Is more than” as a value operator and enter 365 days as the value.

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  • This will create a list of all those who haven’t made a purchase for more than 365 days.

Similarly, you can create lists with the Shopify integration for rewarding special customers:

Reward your loyal customers surpassing a pre-defined purchase amount.

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Contact Properties Available with HubShop.ly

You could filter and segment your contacts based on their online store properties. Here is the list of properties that you get with HubShop.ly.

  • Shopify customer ID: Track your contacts with a unique Shopify customer ID.
  • Account creation date: Find contacts or customers who created an account on Shopify in a specific time-frame.
  • Total number of orders: Find customers based on the total number of orders placed on Shopify.
  • Total number of items: Find customers based on the total number of items purchased.
  • Lifetime revenue: Filter customers with a specific life time revenue generated on a Shopify store.
  • Average order value: Filter contacts based on the AOV of all the orders placed on the website.
  • First order date: List of all the customers who purchased on a specific date.
  • Last order date: List of all the customers who made their last purchase on a specific date.
  • Products purchased: A bracket of products purchased on the Shopify store.
  • All vendors purchased: A bracket of vendors your customers choose from the Shopify store.
  • All product types purchased: A bracket of categories your customers purchased from.
  • Last order shipment date: Date when the last order was shipped.
  • Most recent order number: The most recent order numbers of the customer.
  • Most recent order total: The dollar total of the most recent order of the customer.
  • Abandoned cart indicator: Yes, when the cart was abandoned. No when it was not abandoned.
  • Abandoned cart link: The link a user will click to go back to their abandoned carts.
  • Abandoned cart products: Find customers based on the products left in their abandoned cart.
  • Abandoned cart date/time: The date/time when the cart was abandoned.

 

eCommerce Reporting (Only for Enterprise Edition)

With the enterprise edition, you can create reports for your eCommerce store. Here are some simple steps to create reports for the key performance indicators for your eCommerce store.

  • Simply create a new report for your eCommerce store with the following specification.

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  • In the reports section, you can see a wealth of reports for your eCommerce store. Here are the key performance indicators that you would love:
    • Breakdown of the traffic source type
    • Contacts received from each source.
    • Total revenue from each source for selected time frame.

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  • You could also check out the performance of these channels based on the “Last Order Date.”

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Conclusion

If your eCommerce store is not hosted on Shopify, there is nothing to lose heart. HubSpot has announced that they are creating the eCommerce bridge that will enable all major eCommerce platforms integration with HubSpot. For now, HubSpot-Shopify sounds like an exciting partnership. It makes lead nurturing and reporting very convenient.

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Dev Shah
Dev is the Head of Marketing for HubSpot Development at WebbyMonks where he helps agencies towards Inbound Marketing tips and lead nurturing mantras. Dev utilizes and swears by the power of the HubSpot inbound marketing methodology. He loves to share valuable insights on HubSpot’s marketing software, content management system (CMS) and the best practices to set up successful inbound marketing campaigns.

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