The Importance Of Your Conversion Rate
Increasing the conversion rate is one of the two methods you can use to increase your monthly revenue. By using ecommerce personalisation, you can ensure you’re showing the right product or promotion to the right person, at just the right time, turning potential browsers into definite buyers. There are three different ways you can go about doing this. These are by raising awareness, by providing incentives and by providing an optimised shopping experience. The following blog addresses the three ways you can use ecommerce personalisation to increase your conversion rate and drills into tactical campaigns you can create to make your website very effective.
1. Raising Awarenes
Many times, a visitor will be on your site and simply won’t be aware that you have exactly what they’re looking for. It’s your job to try to match the circumstances of their visit as much as possible, and with AI-driven ecommerce personalisation you can do exactly that.
TIP: Think about why a visitor might be coming to your site. Is there a holiday going on in their country? What sort of products might they be looking for?
Here are two Campaigns examples you can create to make sure you’re showing your visitors exactly what they’re looking for.
Key Event Campaign
Key seasonal events are one of the reasons someone might come to your site. Whether you sell clothing, gifts, or even hardware, people will be driven to your site on holidays. Your job, as a vendor, is to ensure you’re prepared for the traffic and pointing people in the right direction to the products that will be perfect for them.
For this example, you can create a campaign aimed at Mother’s Day. The segment you create is based on location – you can choose the location that is currently experiencing the holiday you target. You might know that your homepage gets the most traffic, so you can put the campaign there. You can create and upload a banner which will draw attention to the line of products you have associated with Mother’s Day.
Go Above & Beyond: You can duplicate this campaign and select the zone just beneath your main banner. Here, you can select an override recommender and hand-pick the products you think are perfect for the occasion. That way, visitors will see the banner and immediately beneath it, the relevant products they’re likely to be interested in.
There – now you’ve ensured that one of the primary reasons that someone may have come to your site has been addressed and will be likely to see products that will match their requirements for coming to the shop.
Weather Based Campaign
Another reason visitors might be shopping is due to the weather. Perhaps folks are flocking to your furniture store to look for garden furniture. Maybe there’s been an unexpected cold snap and shoppers are interested in buying hot chocolate mix and marshmallows.
Whatever the weather, you can cater to their needs with ecommerce personalisation.
Create a weather-based campaign simply by first creating a segment selecting the weather you want to target. Intelligent AI will know the weather in the location your visitors are in. You might not have time to create a full-blown banner – but that’s OK because you can hand-pick recommender products to showcase.
EXAMPLE: Let’s say you sell shoes. When people come to your site from sunny weather locations, showcase your sandals. Where and when it’s colder, you can show them boots and protective footwear. If it’s rainy, display your rain boots.
Think of it like the ultimate seasonal display – personalised to each visitor’s weather.
Sometimes, simply letting your customers know that you have the perfect products for them isn’t quite enough. Sometimes, you must give them the reason they’ve been waiting for to buy now.
However, to make sure you give them the right reason, and to make sure you’re not over-discounting where you don’t need to, it’s important to use personalised campaigns.
Here are two ways you can use a shopper’s information to customize the perfect incentive for them.
Visit Based Incentives
One of the primary indicators of interest is visits to a site. Now, it’s easy to offer first-time visitors a welcome banner paired with an incentive and that is a great way to start building that relationship. But sometimes it’s more important to target the folks who have been there a few times or more and give them that nudge that’s stopping them from buying with you today.
With ecommerce personalisation you can create a visit-based campaign aimed at folks who have been to your site at least three times but not made a purchase. Setting up targeting rules within ecommerce personalisation is extremely quick and easy. Use this opportunity to offer them an incentive or offer them help on their shopping decision.
Once you have created your campaign and set the customer segment rules as to who this is targeted at, then you select where you want this content to go. We recommend the homepage. Create and upload a banner which says, “Still not found what you’re looking for? Have 15% off on us to find the best match!”
That way, you’re saving your best discounts to convert those most likely to become shoppers.
Today, plenty of shops use influencers on social media to drive visitors to their site. The key thing is to reward visitors for coming to your site from that referrer, and so you can see how well that influencer partnership is working.
With PureClarity it’s as easy as creating a URL link which has a QueryString somewhere in it. PureClarity will read the URL and know that they’re from a specific campaign. This can be a UTM campaign link that you give to your influencers to direct people to your site.
Next, create a campaign. You’ll want this content on the home page or on the landing page set by the URL. Make a banner which has some of the products your influencer is recommending, and an incentive of 10% all products recommended by the influencer, for example with CODEINFLUENCER as the discount code. You’ll want to now create your segment so that only people who arrived at the site with that URL. You’ll select the UTM campaign condition, pop in your UTM code, and hit save! Now you’re ready to put in your content and you’re good to go.
3. Optimising The Shopping Experience
Sometimes, instead of pushing your customers into a purchase, it’s important to look at why they might not be making that purchase. Identifying bottlenecks in the typical customer journey can be one of the best ways to increase your conversion rate. Here are two examples of where visitors might pause before buying, and how you can make it easy for them to become customers.
Optimising Your Search
This area can be one of the most crucial for optimising your site’s visits. Go check out your search analytics and you’ll see a few key stats – what searches led to bounces, which searches had no results, and even which ones showed the highest conversion rate.
The search results are a perfect place to see right inside your customers’ minds and help them find what they’re looking for. Let’s focus on the no-results search. Think about what products might tempt your visitors instead of the product they’ve searched for. Do you have a competing brand? Is there an alternative product that you can show?
Here, you’ll be able to see the searches that led to no results. Let’s create a campaign to tackle the most common of those. Now you’re going to build a Segment. You can call this the same as the campaign.
Tip: Adding a tag can make it easy to organise all your campaigns, when you’re creating several of the same kind. We recommend “no-result” so you can string all your no-result campaigns together later on.
Now just select the content. Here you want to show content which is going to help them, such as “Check Out Our Similar Product Range.”
Above & Beyond: If you have alternate products, with ecommerce personalisation it’s easy to select a manual recommender and pick out the products you think people searching for that term will be interested in.
Now you’ll be helping all the visitors who come to your site and can’t find what they’re looking for – capturing their business and their hearts!
Order Based Optimisation
This type of optimisation involves you trying to forecast the future for your customers. If they’ve bought X product in the past, when will it run out? When might they need a refill? Which other products might be the perfect pairing with it?
For products that have a short shelf-life the changes of repeat orders are high.
By adding a campaign banner on the homepage and recommenders underneath as we want to hit our visitors with a gentle reminder and pair that with a recommender with their products. By providing this information straight off not only will your customers feel valued that you know what they like to buy but it makes it easy for them to add to basket and purchase quickly.