eCommerce Insiders

3 Ways Tag Management Can Improve e-Commerce Results

As e-commerce sites increase in complexity, digital marketers are turning to tag management systems to add, edit and manage the tags on their web sites. A tag is a JavaScript snippet that most digital marketing vendors require their customers to embed on their web sites. These tags are most often used for measurement purposes (think web analytics or affiliate marketing), but can also be used for things like dynamically serving product recommendations. Here are three ways tag management can help improve your e-commerce performance:

1. Increase Marketing Velocity
Using a tag management system (TMS) gives e-commerce marketers complete control of the online solutions they everyday to maximize results. This in turn empowers them to use more solutions and launch more campaigns. Previously, marketers had to go through IT for their tagging requirements. Now, through solutions like Tealium, they can use an intuitive drag and drop interface to deploy and manage solutions on their own without ongoing IT assistance. According to a recent study by Econsultancy, 73 percent of TMS users found that tag management increased their marketing agility.

2. Increase Conversions
Studies have shown that a one-second delay in page load speed can result in a 7 percent decrease in conversions. It’s important to keep web page performance optimized, but it’s becoming increasingly difficult to do so. Web sites continue to grow in size, with studies showing the average web page in 2012 surpassed 1 MB in size. Part of the bloat comes from the proliferation of vendor tags, which slow down web pages, resulting in customer dissatisfaction and a decrease in conversions. Tag management systems can help replace all vendor tags with a single piece of code, as well as provide various tag optimization techniques. The result is an increase in page load speed, which directly impacts conversions.

3. Reduce Costs
Tag management systems empower marketers while reducing reliance on JavaScript-trained IT staff. This enables IT to focus on other projects and opportunities. Onestop Internet, which runs the e-commerce operations of more than 35 major apparel retailers, including Nicole Miller, Spy Optic, Reef and many more; saved more than 1,000 man hours – equal to about $200,000 – over the course of a year using Tealium to more effectively deploy online solutions across their entire client network.

Tag management is a new class of application that is enabling marketers to manage their critical online marketing solutions by themselves without IT assistance. To find out more about how tag management can improve your e-commerce results, please visit

Chris Crompton

Chris Crompton is the Group Marketing Manager at ROI Revolution, a retail-focused digital marketing agency.

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