In this episode of our series “User Profiling Pills” we address what should be the first macro-segmentation to be performed for a proper Marketing Personalization strategy, we are talking about the distinction between:
Users Anonymous
Registered Users – Lead
Customers
The primary goal of our business is, in the vast majority of cases, to be able to convert as many anonymous users as possible into registered users, so that we can tailor browsing and reengagement experiences for them so effectively that they are persuaded to become our customers.
Anonymous users, leads and customers: who are they?
Let’s start a first definition.
Anonymous Users: these are all users who, perhaps with different purposes among themselves, are browsing our site.
Registered Users – Lead: these are all users who have registered in various capacities. They can be users whose only email address we have obtained as a result of signing up for our newsletter, or customers who have registered for a restricted area to obtain coupons or to be about to place an order. It is crucial in this case to be able to distinguish between the different types of leads.
Customers: although it may seem trivial even here “there is customer and customer,” it will indeed be important to be able to understand and personalize different experiences between those who have purchased from us once and our recurring customers.
From anonymous user to lead: user profiling and personalization strategies
Once we have clarified who these three types of people are, we need to figure out how to take action so that we can improve our conversion rates from anonymous users to leads. A registration, whether it is with a simple email or with more information, is for the user who decides to make it an important value. It is therefore critical to be able to build a personalized offer, based on the browsing and provenance data we will have tracked, such that it convinces them to do so. We discussed this in depth in this article, Anonymous User Profiling and Inbound Marketing.
What we suggest, therefore, is that you create a mapping of your anonymous users, measure their weight, and study for the most important segments a value proposition such that you will be able to convince them to register.
It will be important to spend some time then to define what goals-even numerical goals-to give ourselves and to be able to develop an effective strategy in this regard. Only by testing and analyzing such data can we in fact achieve important and consistent results over time.
Regarding the content to offer them, let’s not focus only on discounts or coupons for registration. Consumers at this stage of the funnel might appreciate more a guide to help them choose the ideal product or receive a set of advice directly from one of our experts.
From lead to customer: how to enhance the customer experience
Even more vital is to then study conversion strategies that succeed in increasing the conversion rate from leads to customers.
We create a map of the experience we want your leads to have and then study a strategy for personalizing their experience consistently across different channels.
If we have divided the segment of registered users by product macro-categories (an example for a fashion ecommerce could be: registered with interest shoes, registered with interest jackets etc.) it will be important to be able to decline in a personalized way the behavioral messages of our site but, in a consistent way, also the emails, social campaigns and communications on all other channels. Only in this way will we be able to create a “relevant pressure” that will spontaneously push them to become our customers. Only through message personalization can we ensure that we are always relevant and do not annoy the registered user with offers or content they are not interested in.
