The rise of eCommerce industry is pretty evident across the world. Just about every business out there is willing to now take their products and services online for selling. Not just because it is far more convenient than them having a physical store, but they know exactly how much the generation of today loves online shopping.
eCommerce is practically a $220 billion market in the US, but the Western Europe is fast catching up on the same. This makes it safe to say that eCommerce is the future for all businesses who sell products – big or small.
The number of digital buyers worldwide has also increased exponentially from 2011 to 2016, and the numbers are in millions already.
With the competition and number of internet users increasing by the day, it is becoming hard for online stores to stand out and sell sustainably. This is where the importance of data and personalization comes in.
The importance of personalization
The consumer market today is barely receptive to any kind of sales pitch. You have a great product with amazing features and it comes at a really attractive price – well, so what?
Yes, that’s exactly what the consumers think. If they are not able to see value or how they would benefit from your product, they are not going to engage with your business – a sale is probably the last thing you can expect with that approach.
Personalization is that marketing tactic that takes into account what the consumer wants before reaching out to him.
How to use on-site user behaviour for higher eCommerce sales
Customizing recommendations to suit his preferences
When you personalize the approach and the customer’s journey according to his preferences, he is more likely to convert on the same.
For instance, if you knew a certain consumer was looking for a power bank, you could use the data to show him deals on the same. Similarly, if there has been a consumer who has browsed through thriller novels on your store before, you could target him with similar recommendations on his next visit.
Here’s an example of a website using on-site data or user behaviour for personalization (and increased sales) – yes, it is Amazon! This is exactly what I get to see on their homepage because of my previous purchases and searches. Yours is definitely going to be different – check it out for yourself!
They know the kind of books I would buy and immediately put it on the front page. Now if my search changes, they change what is displayed on the homepage accordingly. The content is dynamic in nature and highly personalised. No wonder Amazon’s sales have never hit a low!
Personalizing on-site retargeting
Every eCommerce website has multiple sales going on at any point of time. A visitor’s on-site behaviour can be used to personalize these re-targeting campaigns to the T! This will ensure that the visitor does convert on this campaign.
For instance, I know that a visitor has spent a considerable amount of time browsing through my products. But he isn’t ready to make the purchase yet. Now in this case, I can’t push him to buy something then itself. Although, I can eventually nurture him to do so!
So I target him with an overlay that gets triggered right before he exits my store, asking him to subscribe to my newsletter. This gives me the opening to promote products or sales from the website via email – which is one of the most effective channels for eCommerce marketing.
For example, The House of Folklore targets its exiting visitors with a newsletter campaign. Since the overlay shows up only on exit intent, it is not even intrusive in nature for the online shopper – absolutely no compromises on the user experience.
Also read: Popups don’t suck! Your strategy does.
In case you were wondering why you need to retarget your store visitors with popups, here’s some food for thought:
Tailor the prospect’s journey to conversion
There are going to be a few visitors who readily convert on your campaigns and even make a purchase from your store. But then, there are also going to be those who will take a little more convincing than just an email.
With so many eCommerce businesses available online, shoppers don’t stop at the first deal they see on a product. They go on to check who else is selling the same product, conduct their research on the same and then take a decision.
This is where their on-site behavioural data comes handy in crafting nurturing campaigns. When you know what a visitor has previously looked for, what kind of content they have interacted with and the products they contemplated on purchasing, you’re immediately able to create a tailored conversion journey.
For example, I am someone who is always on the lookout for sales. The brands I love purchasing are infinitely cheaper during seasonal sales. So if an eCommerce website sent out emails to me whenever there was such a sale, I would definitely convert on it!
Here’s the kind of message I often get from Jabong – an eCommerce website – I never miss their sales thanks to this!
Creating effective retargeting ad campaigns
Retargeting is a cookie based technology enables you to follow your target audience anonymously across the web. This means you can practically get data on what they are looking for, engaging with and purchasing.
This will help you create effective retargeting ad campaigns across digital platforms to offer an omni-channel experience to your audience.
For example, ever wondered how you saw a product on one store, and then it followed you all over social media till you purchased it? Here’s how you have probably been seeing them:
Retargeting is one of the most effective marketing tactics for eCommerce businesses. If you take a look around, there are barely a few that are not paying attention to this form of data marketing. It is known to increase the conversions and sales of such businesses by manifolds – simply because they are aimed at targeting a visitor while he is still interested, till he purchases the product.
We’ve heard all good things about retargeting.
Have you made use of your user’s or visitor’s behavioural data for marketing?
Do share your experience and tips with us!