In a context in which advertising costs represent for companies and brands an increasingly significant budgeted expense item and the cost per click the result of a real “war” on relaunching, converting as many users as possible from anonymous users to loyal customers becomes a challenge for strategists and marketers that they are no longer allowed to escape.
The Italian average of users who choose to disclose and release data and contact information within a website or eCommerce is 1.8% (updated data as of November 2019), an absolutely alarming figure if we read it by changing perspective: more than 98% of users, in fact, choose to interact anonymously.
The thought thus immediately runs to advertising investments: how much money do we risk blowing if of the traffic we generate for our website, we are left with so little?
Conversion of anonymous users into registered users, first, profiling and segmentation, then, thus become critical success factors for any marketing strategy.
Data and KPIs: let’s not forget the value of “known” users
Number of visits, cost per lead, conversion rate and more: when we find ourselves examining the performance of our web project, there are numerous indicators that we need to keep track of.
Among the many, however, we often forget to take one absolutely important one into consideration: the unveil rate or unveiling rate.
It allows us to keep track of the percentage ratio between registered and anonymous users, which, as we have already anticipated, it is important to try to raise compared to the Italian average, since it is precisely on the first cluster of users, the registered ones, that most of the implementable marketing activities are concentrated.
How to go from anonymous user to loyal customer: the power of marketing automation and artificial intelligence
Turning an anonymous user into a loyal customer then is even easier thanks to the contribution of marketing automation and artificial intelligence.
At this stage, data about users is a real asset: even if anonymous, when they visit a website or eCommerce they release so much valuable information, such as products and/or content they view, categories they browse, geographic areas they come from, devices they use to connect, and campaigns they come from.
Advanced tracking systems that surpass the more common cookie-based systems allow users to be recognized, even if anonymous, by keeping track of all the actions they take.
Performing CDP (Customer Data Platform), such as Blendee, collect and normalize such data, enabling artificial intelligence to put its full potential into action.
The result?
The implementation of effective customer experience personalization strategies that prove particularly useful in order to improve precisely the unveil rate, thus stimulating users to release additional data critical to their profiling.
Behavioral messages, dynamic contact forms and content personalization: first steps for an inbound strategy
“Succeeding in attracting qualified leads through proposing content relevant to them in order to solve their problems“: it is with these words that Brian Halligan and Dharmesh Shah, in their publication “Inbound Marketing. Attract, Engage, and Delight Customers Online,” introduce us to the world of inbound marketing, a marketing strategy that precisely in the conversion from anonymous user to loyal customer bases its essence.
Without going into too much detail precisely about inbound strategy, we can still observe how among the various tools and features fielded to convert anonymous users into registered users, personalization of content, as well as of behavioral messages and forms, plays a key role.
Box messages, exit intent, warning messages, and more: intercepting the user before they leave the site, inviting them to register, or stimulating them to release data in exchange for the opportunity to receive informative and in-depth materials, offered based on their browsing behavior or displayed interests, is key to creating a relationship, the first step in converting them to transform from an anonymous user to a loyal customer.
From the first contact to advanced user profiling in order to ensure personalized and valuable customer experiences for each user: dynamic contact forms, which can be implemented with Blendee, enable information collection at both a preliminary and a later stage. Questions shown dynamically, depending on the user segment and at the most appropriate time, or surveys designed to find out the liking of a particular product or service allow data to be collected at various stages, engaging the user.
Acquiring new customers is increasingly expensive and burdensome: it is crucial to optimize your investments by trying to turn anonymous visitors into registered users first and customers later. Here is where audience profiling and segmentation, first, and the creation of personalized customer experiences, next, can be two key strategic levers.
