Increasing traffic and boosting conversions are two of the main desires of e-commerce managers around the world. Achieving these goals is usually not a simple task, but marketing strategies tend to be important allies in this process. “Using the right tools, at the right time, with the ideal message, for the target audience can help increase online store conversion rates by up to 30%,” says Felipe Rodrigues, CEO of Enviou – a multi-channel platform specializing in e-commerce automation tools.
According to Rodrigues, having an intelligent marketing strategy is essential, even to help build brand awareness and customer loyalty. They should be combined with automation tools to generate satisfactory results.
Among the marketing automation solutions, Rodrigues suggests using options such as Custom Trigger generators, to create the desire to purchase; Intelligent Repurchase, which indicates when a particular product of recurring use is running low; Browsing Abandonment, which invites the consumer back to the purchasing journey; Cart Abandonment, which sends reminders about uncompleted purchases; and others, offering comprehensive coverage for virtually every type of consumer situation and behavior.
“One piece of advice I often give to online store managers is related to using marketing automation in favor of operations. It’s valid, for example, to conduct tests related to communication with the consumer and evaluate which ones yield higher returns,” explains the CEO of Enviou.
According to Segundo Rodrigues, upselling or cross-selling products can be a smart action to win customers or increase the average sales ticket. Similarly, it is interesting to create personalized communications, showing the consumer a certain attention to their tastes. "An email marketing reminding that a certain item from the wishlist is at a promotional price, for example, can generate sales. Just like a welcome email for a new customer, with a discount coupon or free shipping", he explains.
The expert also advises on the smart use of data generated by the business itself. An idea that usually generates good returns is to identify regions with a high concentration of customers and create special actions for these special locations. Rodrigues also indicates that loyal customers should be rewarded, either with loyalty programs or through other mechanisms. "Creativity can and should be taken into account to positively surprise these consumers," concludes the CEO of Enviou – a multichannel platform specialized in e-commerce automation tools.
