Increasing traffic and boosting conversions are two of the main goals for e-commerce managers worldwide. Achieving these objectives is usually not a simple task, but marketing strategies often prove 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 stores’ conversion rates by up to 30%”, says Felipe Rodrigues, CEO of Enviou – a multichannel platform specialized in e-commerce automation tools.
According to Rodrigues, having an intelligent marketing strategy is crucial, even for helping build brand awareness and customer loyalty. These should be combined with automation tools to generate satisfactory results.
Among marketing automation solutions, Rodrigues recommends using options such as Personalized Trigger tools to create purchase desire; Smart Replenishment, which signals when a frequently used product is running low; Browse Abandonment, which invites consumers back to their shopping journey; Cart Abandonment, which reminds them about unfinished purchases; and others that provide ‘complete coverage’ for virtually every type of consumer situation and behavior.
“One piece of advice I often give to online store managers relates to leveraging marketing automation in favor of operations. For example, it’s worthwhile to test different communication approaches with consumers and evaluate which ones generate more responses”, explains the CEO of Enviou.
According to Rodrigues, upselling or cross-selling products can be a smart strategy to win customers or increase the average order value. Similarly, creating personalized communications that show attention to consumers’ tastes is beneficial. “A marketing email reminding them that a specific item on their wishlist is on sale, for example, can drive sales. The same goes for a welcome email to a new customer with a discount coupon or free shipping”, he advises.
The expert also recommends smart use of the data generated by the business itself. One idea that often yields good results is identifying regions with a high concentration of customers and creating special campaigns for those areas. Rodrigues also suggests rewarding loyal customers, whether through loyalty programs or other mechanisms. “Creativity can and should be considered to positively surprise these consumers,” concludes the CEO of Enviou – a multichannel platform specialized in e-commerce automation tools.
