The marketplace is dependent upon a healthy business-customer relationship. You want to make it feel real and earnest.
You are here to make our lives better with your products. Even before someone can think of something they need, you are here telling us we might need this. The customer is probably too great deals for the product.
Stores out there are doing it pretty well. What about online stores?
The ecommerce store cannot offer up its staff with the heartening smile, amazing listening skills and friendly demeanour to inquire about your needs and how to get you out of the store hands full of essentials with a wallet which doesn’t regret going to the shop – it just can’t.
Ecommerce simply suffers from not feeling real because it’s not in the real.
Without that tangible touch, you cannot expect conversions. Personalization is necessary for this field where it’s of utmost importance.
How do you go about applying personalization methods to drive ecommerce conversions?
Easier than you think. Read on to find out.
1. Personalized email shoots
Outbound email marketing to reach individual customers plays a huge role in recruiting and enlarging a customer base and also drives up conversion significantly.
Email targeting and retargeting are great means of applying this method. It offers great ROI, which 21% agreed to, so much so that the email marketing budget was upped by 57%, as shown by GetResponse’s email marketing benchmark report.
Check out Compass’s email marketing supporting figures which show emails are still killers in boosting conversions.
2. Customer persona analysis
You need to study your customer to get inside their minds and predict what is the best way to market to them in a personalized way.
- Their actions
- Demographic statistics
- Interview them
- Understand their social media footprint
Once you know what gets them going, you can market in a tailored way, thus making the customer feel valued and starting a long-lasting relationship.
Getting your hands on the customer data is not as difficult as it seems. Either buy from a third party or use personalization software to convert customers.
There are plenty of ways to study your customer which will eventually hand you compartmentalized customer data to cater individually. A buyer persona as presented by aptly named Buyer Persona shows successful marketing to each customer through proper studying of the customer in the most detailed way possible.
3. Navigation led personalization
This is a clever way of personalization.
Instead of meeting you in the typical landing page or homepage –
The ecommerce site, having studied your prior interaction with the website through cookie retargeting for navigation based personalization –
Will land you in the page you were looking at before, or one most visited; anything where significant user interest was found which could potentially lead to sales.
4. Omnichannel marketing
You would not be able to count the number of mediums people use to access data online. Go ahead, see if you can list as many possible ways as you can.
Done? Well, the list looks a little something like this, in no particular order:
- Online store
- Search engines
- Paid advertising
- Community thread
- Social media
- Direct mail
- Call centre
- Blog post
- Catalog (print & online)
So many ways someone can come across your product and reach your ecommerce store. Are you optimizing for each entry (and the handful others not mentioned) in the above list?
You need to be present in each of these mediums whether it’s through email marketing, search engine optimization, PPC advertising and other marketing strategies. These will organically scoop up your customer and fly them to your ecommerce page.
Customers might leapfrog from one platform to the next. If they find their previous progress made on your site lost, then the customer might not end up converting.
Why should they?
Nothing gained from making someone work all over again. Proactivity is the name of the game here.
A single customer view which allows for omnichannel marketing and not multi-channel marketing is preferred here.
5. Discount based personalization
The entire process lives and dies on the basis of its dynamic functionality. Methods should feed off of each other and contribute to an overall reach towards conversions.
Four methods have been discussed so far. You should know there are plenty out there waiting to be compiled into a specific list that only serves your business.
An attractive way of personalization is to put up promotional offers and discounts. These products:
- Have most likely been viewed a lot by the individual customer
- Are similar to the product they purchased already or
- Just about any reason which makes it apparent that –
They might spend money on this product of potential interest given you make it extra desirable with an offer or a discount.
Smart Insights discussed coupling customer behaviour research with days of the week where a purchase is highly likely based on statistical results.
The results discuss the days of week impacting online sales and how your customer research might indicate when it is the best time to market a particular product to them to generate increased conversion.
Does it apply to your store? Your particular needs and capacity would vary with respect to the niche and the customer base. Apply accordingly.
Have your finger on the pulse so you know if your strategies are working and your ROI is working in your favour.
Analytics tools such as Google Analytics can do the job and more. Whatever you do, do not forget to keep pushing the bar.