Think about it. A customer signs up to your online fashion site:
They’re into international designers? ✔️
They want to receive invites to exclusive events? ✔️
Stated they’ll only purchase items that are organic? ✔️
The reality? They’ve only ever bought designer clothes that were on sale. They haven’t visited the organic clothes page on your website and are too busy to attend any events.
So how do you deal with a customer who won’t say what they want, or do what they say?
Make sure you listen to them over time. Use the signals you receive to have a two-way conversation with your customers. As a new friend slowly reveals more and more about themselves, so will your customers.
They’ll click through to your site from your emails, visit various pages or the same pages multiple times. They may order products and services from you. Don’t ignore any of this. This is implicit data. Use these signals to create timely and relevant conversations with your customers. At scale.
Collect and understand tracking data
Track your customers’ behavior through what they’re clicking on, to what they’re browsing on your site. You can do all this through dotmailer’s web behavior tracking. This is where your customers’ browsing activity is tracked, stored and made available for you. This data can be used to segment contacts, and send them focused, relevant and timely content and more.
Creating segments helps you better understand your database. For example, maybe there’s a group out there who always buy full price products? These are valuable customers and need to be targeted accordingly – not sent more irrelevant emails. Maybe there’s a group out there who visited your website more than once in the past six months but have never bought anything? An abandoned browse strategy could help turn this group from browsers to buyers.
Decide on an approach
There are a couple of different approaches you can take, depending on the time and effort you want to put in. My advice? Short-term pain for long-term gain.
Put in the time to create your intelligent automated programs. These ‘set-and-forget’ programs ensure your communications are relevant and timely, without you having to hit send every time. You can even include SMS, Facebook and push notifications in your program to catch subscribers on the channel right for them.
Have they recently browsed the Australian designer’s page but not made a purchase? Send them an email featuring best-sellers from the brand! You can have any variation depending on the categories and content on your site. The possibilities – and potential for revenue – are endless! Programs can also be used to capture preference data on your customers. If they have browsed Australian designers, mark these customers as preferring Australian designers.
You can even build dynamic content into your automation programs. Why not try tailoring your hero image and content based on previous browsing data? If you know your subscribers have been looking at shoes a lot recently, use shoes as the hero image and have an accessories image for everyone else.
Analyze and optimize
Analyzing results is easy thanks to our campaign reporting features and tools like Google Analytics. (Did I mention dotmailer makes it easy to add tracking tools like Google Analytics to your campaigns?) As your program runs, you can analyze the impact it’s having on your engagement and revenue, immediately, and over time.
To maximize the learning from your campaign, follow the simple steps:
- Send subscribers emails without any personalization and record the revenue for that month.
- The following month, introduce personalized automated programs featuring email and SMS. Compare the revenue for that month to the previous month. Has there been any uplift? Has it remained the same?
- Taking your learnings and consider any possible changes to your program. Maybe you could change the number of days between emails or introduce an offer or incentive. You may have only focused on a few products or categories in your automated programs. Try focusing on other products or services across your range and see if these affect your revenue. These tests will help you see what impact your campaign is having.
I hope you’ve found this helpful for setting up your new automation program. Following these tips and tricks will help you turn your online browsers into committed buyers and, in turn, increase your revenue.
To learn more about dotmailer’s web insight tool, and further strategies for turning browsers into buyers, please contact your Customer Success Manager.