Abandon basket campaigns are a key retargeting...
Providing your customers with an experience that they love is one of the best ways to gain competitive advantage and differentiate your brand. Not only will a great experience increase customer loyalty, but a properly optimised engagement strategy, particularly when implemented onsite, will help to drive incremental revenue.
Great experiences for ecommerce brands aren’t difficult to create, but only 7% of businesses think that their digital experience is exceeding their customers’ expectations.
Engaging your customers starts with personalisation, driven by data, but utilisation of this strategy in the market is surprisingly low. Only 61% of UK marketers are personalising basic data, 42% on behavioural data, and 9% on more sophisticated data (Experian, 2015).
This means that there are a significant number of brand sites that aren’t fulfilling their engagement potential, but it won’t be long before adoption increases, so the time to consider your implementation is now. Helping clients to develop personalised, engaging experiences is our speciality at Intilery, so here are some of our suggestions for improving the potential of your site.
Just because you don’t know much about your new web visitor yet, doesn’t mean you can’t provide opportunities for engagement.
Even before your website visitor has made their first click, you already have enough data to start delivering a personalised experience by tailoring onsite elements such as product recommendations to their visitor persona. By employing some predictive analytics you can start showing your first-time visitor the items they’re most likely to be interested in.
Using geo-data references, you can identify where in the world, country and even down to street level customers reside or are using their browser. This means from the first experience you can deliver content specific to them, particularly useful if you ae a bricks and clicks set up and want to drive footfall in-store. In addition, there are some products which sell better in some regions than others, by presenting these to the right potential customers, they are more likely to resonate.
Social proofing is a hugely effective tool when it comes to influencing behaviour. It’s why influencer marketing and product reviews work – “100,000 people can’t be wrong!”. This type of social content can be weaved into your site not just with customer-generated product reviews, but in your product recommendations and stock information. Showing what other customers are browsing, or how many of a particular item have been sold today, can be powerfully persuasive when it comes to convincing a new visitor to trust your site and make that purchase.
Customer list building is a key activity to undertake if you want to communicate with your onsite visitors once they’ve left site. Obtaining email addresses can be a challenge, and it’s important to implement tactics in ways that avoid causing customer annoyance. There are many ways you can do this, for example by using a lightbox overlay - they’re visible, prominent and very effective, without being overly obtrusive or irritating to the customer. Play around with timings to find the point where displaying attracts the best response – showing a pop-up before a customer has even had chance to browse your content is likely to be more irritating than it is effective.
It’s important to remember that customers aren’t likely to provide their personal contact details just because you’ve asked – engagement is a value transaction. People need to feel like they’re getting something in return, so offer something in exchange that has perceived value for the customer. If they’ve spent a lot of time browsing and reading your content, the promise of regular content updates in their inbox could be incentive enough. An even stronger inducement could be free delivery or a discount on their first order – assess what each new email address is worth to you, and incentivise accordingly.
By your customer’s second visit, you’ll have gathered more information on their likes and dislikes from their browsing habits – if they haven’t been stayed on your site long enough, check out our 6 steps to making your website sticky for ideas on how to improve dwell times.
Once you’ve got customers browsing your product pages, you can use the opportunity to recommend additional items that would pair well. From a “stylist’s recommendation” to social proofing showing what others bought at the same time, there are a number of opportunities to increase your average order value through intelligent cross-selling. This can continue right into the checkout process, with last-minute reminders of items that might have been forgotten based on the contents of the user’s basket.
There are a number of different ways that including live inventory information on your product pages can lead to greater conversions. Firstly, if an item is low in stock, sharing that information with an interested customer creates urgency and in turn improves conversion. If the perception is that an item is popular and selling fast, the power of social proofing comes into play. Live inventory updates can only be incorporated with a technology platform that integrates data in real-time like Intilery.
Intelligent behaviour tracking can identify when a user is showing intent to leave the site, so you can take action. This could be a great opportunity to capture a user’s email address with a value-added message. Casual browsers could be tempted by the promise of exclusive offers, but if there are items in the basket about to be abandoned, there are other key actions you could take.
Use your exit message to remind them of the limited nature of the current offer/sale that they have selected (if applicable), or of the low stock of an item they’ve chosen could be an extra prompt that stop them abandoning. Alternatively, the offer of saving the items for next time and sending the information directly to their inbox could be enough to remind them to come back and finish their purchases in the future.
Customer engagement considers the entire life stage of the customer, and is not simply a device to be utilised during transactions. Using behavioural analytics and the right technology you can you continue to offer value to the customer to increase loyalty and keep them coming back, and you can use their experience to help convert new business.
Everyone likes to be remembered – and even in the faceless world of e-commerce this remains the same. Storing persistent cookies to recognise the customer when they return to site doesn’t just give you the opportunity to deliver a personalised greeting, it allows you to serve up more relevant recommendations and personalisation based on their past behaviour.
Honest customer reviews are one of the most powerful forms of social proofing. Countless studies show the effect that reading reviews has on a customer’s intent to purchase – so the more of them you have, the better. Much like with email capture, providing an incentive is one of the easiest ways to increase the likelihood that your customer will leave a review.
These review requests don’t have to be delivered by email – including some dynamic content that asks for reviews when a purchasing customer returns to site means that you’re targeting your customers when you know they’re already thinking of you, and are more likely have some free time to fill out the form.
Intilery has over 260 off-the-shelf omni-channel engagement campaigns for you to implement. Campaigns that work across segments, sectors and customer life stage. Contact us to request a demo of the Intilery platform now or to discuss your engagement ambitions.