Profiling one’s audience to the best of one’s ability in order to offer truly customised browsing and purchasing experiences: increasingly, the success of an eCommerce project hinges on the ability to create winning retention and loyalty strategies, where, as we can imagine, personalisation rules.
But, when faced with a ‘new’ eCommerce project, what are the first recommended activities and workflows?
Certainly, the list is long, but in this in-depth study, we have chosen to focus on 3+1 winning activities and to introduce you to the Blendee APPs that will enable you to realise them.
Popup on-exit with form and recommendation: stimulate purchase already on first visit
Especially in a launch phase of a new eCommerce project, lead generation activity is essential to increase the customer base.
Among the most effective activities, the recommendation is to immediately activate an on exit pop-up that invites the user, if not yet registered to the newsletter or subscribed to the shop, to register in order to find out about news or to stay updated on promotions.
Newsletter registration, but not only: it is also recommended to engage the user by means of a reserved promotion inviting him/her to make the first purchase.
In this regard, in order to make the lead generation strategy more effective, it is interesting to include recommended products in the pop-up by selecting them within the catalogue using the trending recommendation algorithm that allows you to select the most popular articles by clicks and views within the store!
Cart Recovery Pro: engage the user who does not complete the purchase
Many eCommerce platforms already provide for this among the flows that can be activated in the platform: the abandoned cart is undoubtedly the most widely used workflow in eCommerce automation.
The objective in this case is to complete the purchase for all customers who have chosen to add products to the shopping cart, but without continuing to the next steps in the checkout process.
Again, the numbers make it clear that shopping cart abandonment is a recurring problem.
Either because of the need to think a little more about the purchase, or because of the shipping costs that are often a deterrent to purchase, or because of the hope of receiving a reserved offer, statistically 68% of shopping carts are abandoned (Baymard Institute).
However, by reminding users that they have left products in the shopping cart, it is possible to recover well over 57% of the revenue, which is why it is important to put in place an effective strategy for cart recovery also with targeted promotions.
In this regard, the advice, as in previous cases, is to include the cart recovery email within a workflow.
The “Cart Recovery Pro” app offered by Blendee, allows you to design a well-articulated flow by means of a trigger to identify abandoned carts in real time and to engage users with offers and customised content sent via email, SMS or push notifications.
Often bought together: customise your product offering
Another fundamental activity when launching an online shop concerns the customisation of the user’s browsing and shopping experience through the personalisation of the product offering.
Recommended products customised on the basis of different types of algorithms in Blendee, as we know, can be placed in the most salient sections of the shop, from the home page, to the category page, to the shopping cart page.
The aim is, of course, to offer the user products that are more in line with needs and expectations, based on the data collected, also according to page views or segment.
Inclusion of blocks of recommended products, but not only: with the “Often Bought Together” APP, Blendee makes it possible to show recommended products thanks to an effective behavioural message that collects a series of products recommended on the basis of the ‘Often Bought Together’ algorithm, all of which can be added to the shopping cart with a simple click.
We conclude this excursus on the first activities that can be implemented on an eCommerce project by introducing the workflow that can be activated via the “Welcome Series” application. It allows you to engage new users who subscribe to your shop or newsletter with a series of customised messages, usually conveyed via email, which allow you to offer customised content and offers designed to stimulate the first purchase.
As can be easily guessed, the use of this application is particularly recommended to strengthen lead generation strategies, increasing the engagement of new users.
