For most brands, an eCommerce site serves as a purchase destination, but it’s not a marketing vehicle that drives initiatives like discovery the way channels like email and social do. However, it has significant potential to do just that — and further increase conversions as a result.
From growing your customer base to better engaging shoppers to increasing purchases onsite, there are several steps you can take to increase conversion opportunities and make your eCommerce site a strategic asset for your marketing team as a result.
Are You Missing Out on Onsite Conversion Opportunities?
If your eCommerce website doesn’t continue to nurture shoppers once they land on it, then your brand is missing out on enormous opportunities. Getting shoppers onsite to purchase should be just one of many goals for your eCommerce site.
Beyond that coveted purchase, conversion activities like identifying more visitors, aiding with discovery and decreasing browse abandonment rates by creating more bingeable shopping experiences and even growing purchase sizes should be important outcomes for your site to achieve.
3 Ways to Increase Onsite Conversions By Making Better Use of Existing Real Estate
Notably, turning your eCommerce site into a conversion vehicle that achieves these goals shouldn’t be a huge lift because it’s a matter of optimizing existing real estate, not building up an entirely new channel.
With that in mind, here are three ways to make it happen.
1) Increase identification of anonymous visitors and grow your email list by 40%
What: Introduce a variety of lead capture campaigns designed to collect emails and other customer attributes when visitors land on your site.
Why: Lead capture allows you to identify more site visitors and grow your subscriber base. Doing so creates more opportunities for you to get in front of customers and to surface relevant content. Specifically, identifying anonymous visitors enables you to tie together their onsite engagement to understand more about their interests and power predictive recommendations. Additionally, converting them to email subscribers allows you to use that information to share relevant recommendations on a new channel and re-engage them with triggered emails once they leave your website.
How: Bluecore’s patented and deterministic methodology identifies anonymous web traffic against identity, behavior and product data. Showing strategic lead capture campaigns (e.g. locked offers, newsletter sign ups and access to exclusive content) at the right time also increases capture rates, leading to up to 40% increase in email list size. Importantly, Bluecore allows you to ensure only net new customers see these campaigns by excluding site visitors who are already on your email list.
2) Retain shoppers onsite
What: Create onsite exit prevention and cart abandonment campaigns to help retain shoppers as they attempt to leave your site and encourage them to complete their purchase.
Why: Abandonment prevention campaigns keep shoppers onsite, which aids in further discovery and engagement and incentivizes them to complete their purchase within that same session. These outcomes increase the available data you have to create more personalized experiences for customers, help grow cart size and reduce the time to purchase.
How: Increase conversion rates by retaining visitors onsite after they attempt to exit a category, product detail page, cart or checkout page by disrupting their exit with a personalized message featuring an incentive (e.g. first-time purchase coupon, exclusive offer, loyalty offer, free shipping) to complete their purchase.
3) Increase same-session conversions by up to 73%
What: Target shoppers with onsite messages related to the product or categories they are currently viewing or for which they have a predicted affinity.
Why: Increasing same-session conversions in this way drives more browsers to become buyers and grows average order values by pushing shoppers to higher-value products (upsells) and/or additional relevant products (cross-sells).
How: Create messaging pop-ups to make announcements, launch special sales targeted to specific audience groups, like a discount affinity audience or a known non-buyer audience, or implement merchandising triggers onsite. You can also greet returning identified visitors with customized pop-ups that include relevant onsite product recommendations based on browsing history or predicted affinity.
Ready to Make Your eCommerce Site a Conversion Vehicle?
From growing your email list to nurturing customers onsite in a way that increases order values and same-session conversions and more, enormous benefits exist for marketing teams that can turn their eCommerce site into a conversion vehicle.
Visit bluecore.com/site to learn more about how you can get started making better use of this existing real estate today.