5 Ecommerce Problems Part 1

Anonymous website traffic monitoring,
Contact Identification,
Client’s Profile = Personal Data + Behavioral Data + Transactional Data,
Customer Segmentation,
Real-Time Offer Personalization,
Automated Communication Adjusted to Client’s Activity,
Reaching the Right Person in the Right Place, Time, and Channel.

68% of carts abandoned,
Rescue emails show 621% higher conversion than bulk emails,
Post-transactional messages generate 2-5x higher revenue per email than traditional batch messages,
Dynamic emails after visit with personalized offer: show 248% higher OR and 463% higher CTR when compared to bulk messages,
Win-back campaigns: well executed campaign for inactive users can engage back 8% of them,
90% of potential customers lose interest in a product within an hour,
Real-Time Marketing increases customer satisfaction by 67% and boosts retention by 60%,
Emails sent to a group of users interested in particular item or category show 14,7% higher OR than messages sent to whole database,
Ecommerce value reached $291 bln USD in 2016 (almost 3x higher than in 2014).

Ecommerce Most Common Problems

High traffic, low number of leads

Users visit a website for various reasons – the advertisement seen in a browser or on Facebook, the news about the product or a company heard from a friend, etc. Visitors browse materials, articles and check the pricelist but they end up not leaving any data nor making a purchase. They come and go to never come back again. If you don’t react when they still remember who you are and what interested them in the first place, you will most probably lose them to your competitors.

Reasons

no place to leave data,
lack of encouragement,
too pushy, not-personalized asking for data,
lack of content optimalization.

Solutions

No place to leave data

It’s pretty obvious – if you can’t see a place to leave your Emails address, it is not likely you will search through the entire page to find a contact form in order to pass your valuable data followed by a marketing consent to the company.

Tell what you expect

Web surfers don’t put too much effort in browsing the web. If you want to ask them for contact data – just do it. Prepare a landing page, use a pop-up, check how people move through your site and leave them some encouragements in the right places. Marketing Automation Platform processes behavioral data, provides simple wizards and helps in setting up the display of these elements.

Professional landing page

A well prepared landing page can increase conversion for even up to 300% and campaign’s ROI by 291%. How to’s:

Create a profit-indicating headline.
Use numbers, bullet points, and infographics instead of plain text to focus user’s attention.
Add video or image.
Name the benefits – why a customer should do what you ask for?
Present the social proof.
Use only 1 CTA. Highlight it.
Automate company-user communication. React in the real-time; send promised materials right after a user leaves the data.

Lack of encouragement

Once you find a place to leave the data you are seldom told the tangible benefit of giving them. That is why, as the owner of Ecommerce, you should use…

…dynamic pop-ups

A dynamic pop-up lets you show everyone the content referring to what one did, or still does on the page basing on the knowledge about one’s interests, scoring, purchase history and even subpages which one currently browses. It helps in exchanging valuable content for users data while they still remember what drew their attention.

Too pushy, not-personalized asking for data

A pop-up or banner is mainly imagined as a stubborn creation popping up with a tenacity worthy of a better cause that is shown to us in the same form and during each visit. Fortunately, thanks to marketing automation you’re not stuck with this despised intruder!

By personalizing dynamic content with behavioral data you always show people the items they found interesting, and, ipso facto, reminding them the real reason they entered the website.

Lack of content optimalization

Showing visitors some random ads, or worse – bombing the audience with literally everything you have in the store will almost certainly be counterproductive – it’ll overwhelm and annoy the recipient.

Use of big data to personalize marketing messages spoiled us as consumers. Banner/ frame razzle-dazzle on the website leads consumers to ignore virtually everything you want to tell them, or leave the hostile site ASAP.

Remember: Always.Collect.The.Feedback. Use A/B tests to make it even easier.

Low Sales Conversion

The purchasing process is:

dynamic,
non-linear,
impulsive,
multi-channel,
led in real-time,
two-way,
driven by opinion and recommendation.

A huge database of leads doesn’t guarantee sky-high sales numbers and relying on the magic of big numbers is only wishful thinking, not a strategy. In order to start selling, you need to know the specifics of your audience and the nature of their purchasing process.

Reasons

not knowing your audience,
not leveraging sales dynamics,
no opinion on company or service,
no recommendation engine,
lack of root analyzing.

Solutions

Not knowing your audience

Monitor and analyze their behavior in different channels:

website,
mobile,
offline,
browser,
email .

Help comes from Marketing Automation platform, which can examine users’ online behavior, mobile channel habits, reaction to beacons (small items that answer their in-store behavior in the real time), as well as dialogue with customers in stationary stores.

Not leveraging sales-dynamics

As much as 60% of our purchases are unplanned (40 – 80%, depending on product category). 87% of Americans admit to impulsive buying. Millennials are 52% more prone to do so than any other age group.

Change it:

Go mobile & put push notifications to good use: Spontaneous shopping happens most often when we use mobile devices. What’s more, automated push sending allows an instant reaction while a user still browses a catalogue and mentally tries the item on.
Enhance real-time reactions: adjust the offer to users’ behavior. Help them find appealing items. You can send a notification in the browser, prepare and implement a bot in the mobile app or add the Live Chat box to your website. Personalized banners also can be your friends, as they will match presented offer to the recipient’s behavior.
Use dynamic content – pop-ups and recommendation frames: when a user wants to leave your e-store, offer a discount on the product one viewed or another form of incentive. Give additional motivation to buy! When someone already made a purchase decision, they might as well add another product to cart. Suggest an item that matches the chosen one or a product from the same category

No opinion on company or service

Keep in mind that gathered and shared publicly shared personal opinions can strongly influence customer’s purchase decision. Always ask your clients to rate your service. Use 1-to-1 emails to ask people for sharing their opinion on your store, goods and services after a given time period after the purchase.

No recommendation engine

Showing random ads, or – what is worse – bombing your audience with literally everything you have will almost certainly overwhelm and annoy the recipients.

Use recommendation engine instead.

Recommendation tools available via marketing automation platforms are one very powerful mechanism that has an ability to stop the user on the website for a long time. These mechanisms, such as Machine Learning & AI use a huge number of variables – e.g. interests, the shelf life of the product, the behavior of other users who also have purchased the product, etc. Recommendation scenarios can be combined and can therefore support such tactics as upselling and cross-selling.

Cross-selling: a sales technique that relies on offering complementary products to purchased item or service.
Upselling: a selling technique which makes it possible to gain maximum profit for one transaction. Beginning with more expensive product, the seller step by step introduces new, mostly exclusive products, until the client’s wallet is empty.