{"id":1498540,"date":"2022-01-31T06:38:51","date_gmt":"2022-01-31T11:38:51","guid":{"rendered":"https:\/\/www.practicalecommerce.com\/?p=1498540"},"modified":"2022-09-01T10:48:24","modified_gmt":"2022-09-01T14:48:24","slug":"harness-customer-behavior-to-boost-conversions","status":"publish","type":"post","link":"https:\/\/www.practicalecommerce.com\/harness-customer-behavior-to-boost-conversions","title":{"rendered":"Harness Customer Behavior to Boost Conversions"},"content":{"rendered":"<p>Demographics play a role in attracting prospects. But it&#8217;s behavioral targeting that converts those visitors and keeps them coming back.<\/p>\n<p>Shoppers&#8217; actions \u2014 how they navigate the site, what they purchase, how they pay \u2014 help determine what they&#8217;ll do next.<\/p>\n<p>Merchants should consider:<\/p>\n<ul>\n<li>Behaviors to target, such as frequent browsing, visited pages, or purchases from specific product categories.<\/li>\n<\/ul>\n<ul>\n<li>What prompts each customer to buy. Some are motivated by coupons; others prefer product recommendations.<\/li>\n<\/ul>\n<p>Aside from browses and purchases, track shoppers&#8217; email and SMS engagement, customer support requests, returns or exchanges, product reviews, and testimonials.<\/p>\n<p>Also, incorporate on your site non-invasive, single-question surveys. Amazon uses such surveys to offer relevant recommendations. The company also suggests products based on each customer&#8217;s purchase history.<\/p>\n<div id=\"attachment_1498542\" style=\"width: 710px\" class=\"wp-caption alignnone\"><a href=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2022\/01\/amazon-personalization.jpg\" target=\"_blank\" rel=\"nofollow noopener\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-1498542\" class=\"wp-image-1498542\" title=\"Amazon page with single question survey and product recommendations\" src=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2022\/01\/amazon-personalization.jpg\" alt=\"Amazon page with single question survey and product recommendations\" width=\"700\" height=\"566\" srcset=\"https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2022\/01\/amazon-personalization.jpg 1600w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2022\/01\/amazon-personalization-300x242.jpg 300w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2022\/01\/amazon-personalization-570x461.jpg 570w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2022\/01\/amazon-personalization-768x621.jpg 768w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2022\/01\/amazon-personalization-1536x1241.jpg 1536w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2022\/01\/amazon-personalization-150x121.jpg 150w, https:\/\/www.practicalecommerce.com\/wp-content\/uploads\/2022\/01\/amazon-personalization-500x404.jpg 500w\" sizes=\"auto, (max-width: 700px) 100vw, 700px\" \/><\/a><p id=\"caption-attachment-1498542\" class=\"wp-caption-text\">Amazon asks simple questions \u2014 such as &#8220;Are you a fan?&#8221; at top left\u00a0 \u2014 to boost sales on specific products.<\/p><\/div>\n<h3>Build Segments<\/h3>\n<p>Use journey mapping to segment customers. This helps personalize the experience on- and off-site. For example, you could adjust the frequency of marketing emails based on how often recipients interact. Many of today&#8217;s popular email marketing platforms \u2014 Mailchimp, Salesforce Marketing Cloud, many more \u2014 have APIs to connect email actions to on-site, real-time messaging.<\/p>\n<p>You could also prioritize offerings based on a customer&#8217;s browsing or purchase history. Shopify, Miva, and BigCommerce are just a few platforms that can natively build datasets based on customer purchases. And most carts support third-party plugins and scripts to manage recommendations or replace blocks of content based on a customer&#8217;s history.<\/p>\n<p>By focusing on behavior, a sporting goods store could recommend an overstock of blue parkas to customers in colder regions who had purchased other clothing in that color. A makeup brand could showcase &#8220;more likely to buy&#8221; products to loyal customers while offering the store&#8217;s most popular items to newcomers.<\/p>\n<p>Segmenting based on behavior helps brands identify what to offer and when \u2014 increasing the potential for quick conversions.<\/p>\n<h3>Real-time Marketing<\/h3>\n<p>Use segmentation and anticipated actions to deliver the best content to each customer in real-time. Here are a few examples.<\/p>\n<ul>\n<li>Use conditional data fields to personalize the shopping experience, including product offerings and checkout flow \u2014 e.g., &#8220;if a customer purchased a blue shirt, display a blue parka.&#8221;<\/li>\n<\/ul>\n<ul>\n<li>Prioritize offers based on a customer&#8217;s lifecycle and behavior \u2014 you may not have to offer as many discounts.<\/li>\n<\/ul>\n<ul>\n<li>Adjust <a href=\"https:\/\/www.practicalecommerce.com\/remove-these-distractions-to-lower-cart-abandons\">abandonment emails<\/a> based on previous and current activity \u2014 messaging should reflect product types and price ranges.<\/li>\n<\/ul>\n<ul>\n<li>Display custom messaging to those about to leave the site without purchasing. OptinMonster and similar tools gauge shoppers&#8217; intents to deliver messages at ideal times.<\/li>\n<\/ul>\n<ul>\n<li>Adjust frequencies of SMS alerts and marketing emails based on clicks and purchases.<\/li>\n<\/ul>\n<ul>\n<li>Generate <a href=\"https:\/\/www.practicalecommerce.com\/8-ways-to-improve-marketing-automation-for-ecommerce\">on-the-fly emails<\/a> or text messages based on specific actions, such as reading a blog post or watching a video.<\/li>\n<\/ul>\n<ul>\n<li>Display prime recommendations based on where the shopper came from, such as a referral from another website.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.practicalecommerce.com\/11-ab-testing-tools-to-optimize-conversions\">A\/B testing<\/a> various &#8220;rules&#8221; for what happens when shoppers perform certain tasks helps identify the best solutions for each action or segment.<br \/>\n<\/p>\n<h3>Personalization<\/h3>\n<p>Personalization is a driving force behind successful ecommerce sites. Demographics provide the basics to get started. But as shoppers interact with the brand, their behavioral portfolio grows, providing crucial, actionable information.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The actions of shoppers on-site and off indicates their preferences and needs. Merchants who act on that behavior can greatly improve sales. We explain.<\/p>\n","protected":false},"author":273,"featured_media":1499004,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_wp_rev_ctl_limit":""},"categories":[58302],"tags":[],"class_list":["post-1498540","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-checkout",""],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.2 (Yoast SEO v25.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Harness Customer Behavior to Boost Conversions - Practical Ecommerce<\/title>\n<meta name=\"description\" content=\"The actions of shoppers on-site and off indicates their preferences and needs. Merchants who act on that behavior can greatly improve sales. 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