Imagine this – you’re shopping on your favorite site, you add an item to your cart – but you get distracted and leave. Minutes later, you receive an email reminding you to complete your purchase. This is a classic example of Behavior Based Marketing.
This kind of marketing is highly effective when engaging customers – and it’s taking ecommerce by storm.
These campaigns are launched (or “triggered”) by some sort of activity. They are not only helpful for boosting online sales, but have become vital to the success of online businesses everywhere.
An abandoned cart isn’t the only means of capturing a lead and boosting conversions. Other factors can trigger on-site and email marketing campaigns, including: time on site, device, cart, and on-site behavior. Let’s take a look at more creative ways to engage visitors and increase conversions.
Time on Site
Time is of the essence in the world of ecommerce. In today’s climate, businesses have just seconds to capture a user’s attention with an alert, incentive, or tactic. Setting the parameters of a campaign to be triggered by temporal factors can make a big difference when capturing leads and boosting sales.
Idle Time – Setting a campaign to be triggered by idle time on a page or product can remind customers to take an action. Furthermore, it can give customers a timed incentive to buy before their new offer expires.
Time on Page – The more time a user spends on a product page, the more likely they are to be considering a purchase. Move them along the funnel with a time trigger, capturing their interest with an incentive and giving them an extra push towards purchase.
Time on Site – Some users are serial browsers. They spend time on your site, but never seem to convert. Entice long-time visitors with incentives, create urgency with time-sensitive deals, or simply enable an on-site targeted tactic that shows visitors the benefit of making a purchase.
With shopping capabilities literally at consumer fingertips, device versatility has become crucial. Moreover, mobile optimization and cross-device functionality have become the backbone of many marketing and business strategies. Implementing a behavior-based campaign that caters to this shift in the consumer journey has proven successful when done correctly.
Mobile Optimization – Optimizing your site, funnel, and strategies to trigger on mobile visitors is essential. It allows customers to conveniently shop from their phones or other devices. You can take it one step further and enable click-to-call functions. This allows you to streamline appointments, reservations, and even customer service, across all devices.
As previously mentioned, cart abandonment strategies are one of the most popular forms of behavior based marketing. When a user abandons a cart, an email is sent if the contact information is readily available.
However, abandoned carts are not the only means of increasing conversion rates and meeting sales goals. There are a multitude of cart factors, such as value thresholds and items in cart, that can be leveraged to increase sales and AOV (Average Order Value).
Value Threshold – If a customer’s cart value is near a threshold where they could be eligible for a deal, promo, or incentive, a behavior-based tactic can be valuable. This encourages them to add items to their carts and increases AOV. It’s a win-win.
Suggested Products – You can use items in an active cart as a means to trigger product recommendation engines. This can encourage the purchase of complementary or supplementary products at various stages of the conversion funnel.
The behavior of your potential customers is very telling of their intent. It can also help with guiding them to purchase if used properly. Having technology to monitor customers’ on-site journey can make a huge impact on how well your conversion strategies perform.
Close attention to scroll percentage, button navigation, and visit frequency can dictate which triggers to utilize.
Scroll Percentage – Above the fold, below the fold, 30% scroll: the list goes on. Defining a scroll percentage helps identify the browsing action a user has to take before seeing your campaign. This helps prevent false launches and keeps your ads from inundating users the moment they enter.
Back Button – Hitting the back button doesn’t always mean abandonment. As a matter of fact, the back button has become a means of modern day site navigation. Using back button detection to monitor how many times or how quickly a user is hitting the back button can help determine how quickly (or slowly) to launch your on-site campaigns.
Multiple Visits – If a shopper is on their second or third visit, you can tailor your behavior-based tactics to monitor these repeat visits and launch. This entices potential customers with loyalty incentives based on the frequency with which they visit your site.
Implementing Behavior Based Marketing
There are many ways to effectively target ecommerce customers. Take your campaigns to the next level with on-site and email trigger technologies.
Curious to learn more? UpSellit has all of the in-house technologies necessary to not only implement the trigger tactics in this article, but many others. Contact one of UpSellit’s conversion experts to find out which solutions are best for your business.
Looking for More Ways to Increase Your Conversions?
Check out UpSellit’s 27 Attributes of an Effective Email. This in-depth guide covers the ins-and-outs of crafting the perfect remarketing email. It’s a great resource and it’s totally free! Download it today and start writing awesome emails that convert.