5 ECOMMERCE PROBLEMS Part 2 & HOW TO SOLVE THEM WITH MARKETING AUTOMATION PLATFORM

Ecommerce Most Common Problems 

Low Retention Rate

A loyal and buying client is worth every effort. Loyal customers:

• recommend the brand to their friends
• write web opinions
• advocate the brand in case of a gaffe

The 80/20 Rule - 80% of your revenue is generated by 20% of your best customers

Low Retention Rate - Reasons

• No win-back strategy
• No post-purchase service
• Caring about client only till first purchase
• Lack of transactionalbehavioral data analysis

Low Retention Rate - Solutions

1.) Lack of transactional-behavioral data analysis RFM Analysis (Recency - Frequency - Monetary) allows you to spot changes in customer behavior and, depending on the needs, prepare ultra-precise target groups, such as premium customers who buy with an average frequency, but recently made a major purchase. Or maybe, the new clients who bought something small to check you as a goods provider. For the first ones you can send an offer with complementary products or services or a deluxe version, while for the latter run educational lead nurturing series in order to turn them into loyal customers and build long-term relationship with them.

2.) Caring about client only till first purchase 

An effective loyalty mechanism that generates real, tangible results is based on the following assumptions:

• it has a specified purpose
• it uses customer behavior insights
• it rewards both purchase and engagement
• it gives tangible benefits
• it’s simple
• it uses 1-to-1 communication
• it uses gamification mechanisms

There’s no limit when it comes to combining and mixing different types of messages, to re-engage those who have abandoned your store. The mobile channel significantly extends the range of tools that you can use. To ease the task and avoid mistakes, you will need a system that automates mobile marketing. 

3.) Multi-dimensional, dynamic structure 

Sometimes it is easier to sketch the whole process and all the variables that can affect it (someone opens the email, someone will ignore it, and another person would react only to a text). A tool that makes designing dynamic processes with many conditions and variables much easier is the Workflow wizard. It allows you to create both simple automations, and multi-level, multi-channel processes, that will respond to different behavioral scenarios.

Abandoned Carts 

An abandoned shopping cart is a marketer’s nightmare. Up to 67% of shopping carts sadly end up this way. The so-called ‘sobering effect’ is the one to blame. It appears when it comes to payment. Browsing items in the cart all over again we realize that: first, we don’t need them to be happy, and second, that they can significantly decrease our assets. What originally was a vital opportunity suddenly loses its appeal. It is a perfectly normal behavior. It’s the marketer’s job to optimize the process to minimize the lead leakage at this stage. At this stage your best friends will be dynamic 1-to-1 emails and the remarketing campaign tools. 

Remarketing campaign 

The personalized email can be a little too much for less engaged customers. If they were on the early stages of purchasing - browsing items without leaving data and commencing payment procedure, then the best strategy would be showing him browsed products in different channels.

Dynamic 1-to-1 emails

On the other hand, if the customer already completed the shopping cart and began the payment procedure, left the contact data and was interrupted by some external circumstance, then the best solution is to send an email, which will remind one of the goodies waiting in the cart 24 – 48 hours after completing the cart - the best time to send the first message To increase messages’ open rate, adjust the shipment to user’s activity peak in given channel. It can be easily automated with a proper software.

Leveraging the Omnichannel

Implementation of the Omnichannel strategy results in increasing the number of possible ways of communicating with customers through various channels. It is also a combination of stationary stores, online stores, websites, social media, mobile devices, and emails - every possible way to contact the customer. Each of these channels has its own perks and its own rules. 86% of marketers recognizes the importance of mobile, but ... only 13% of them make any investment in this channel, not to mention the integration of mobile channel and Marketing Automation tools and the exchange of information about user behavior on the website and within the application.

Leveraging the Omnichannel - Solutions

SALESmanago Marketing Automation provides an easy-to-implement next generation solutions that redefine the way traditional marketing tools are used. We are always going above and beyond the expectations regarding capabilities of email marketing, dynamic & personalized website content, social media marketing, online advertising, and mobile marketing. Our unique methodology is done by powering them by the real-time flow of customer behavioral and transactional data.

APPmanago is a cloud-based Mobile Marketing Automation platform developed by SALESmanago – world’s top 6 marketing automation platform (according to Datanyze.com) used by over 5000 customers in 40 countries. It offers a complete suite of functionalities and solutions that help marketers to harness the full potential of mobile and truly engage customers who downloaded your mobile app. APPmanago allows for app users identification, individual users behavior tracking and automated realtime 1-to-1 personalization of marketing in the context of the phone and mobile app.

Source: SALESmanago