Increasing traffic and boosting conversions are two of the main desires of e-commerce managers worldwide. Reaching these goals is not usually an easy task, but marketing strategies often serve as important allies in this process.“Using the right tools, at the right time, with the ideal message, for the target audience can help increase the conversion rate of online stores by up to 30%”, says Felipe Rodrigues, CEO ofIt sent– multichannel platform specialized in tools for e-commerce automation.
According to Rodrigues, having an intelligent marketing strategy is essential, including for developing brand awareness and customer loyalty. They should be added to automation tools to generate satisfactory results.
Among the solutions for marketing automation, Rodrigues suggests the use of options such as tools that generate Personalized Triggers, to create the desire to purchase; Smart Repurchase, which signals that a certain product of recurring use is close to the end; Navigation Abandonment, which invites the consumer to return to the purchase journey; Cart Abandonment, which provides reminders about purchases not completed; and others, which offer complete 'coverage' for practically every type of situation and consumer behavior.
“One piece of advice I often give to online store managers is related to the use of marketing automation to benefit operations. It’s worth, for example, running tests related to communication with consumers and evaluating which ones generate the most returns.”, explains the CEO of Enviou.
According to Rodrigues, upselling or cross-selling products can be a smart action to attract customers or increase the average sales ticket. Similarly, it is interesting to create personalized communications that show the consumer a certain attention regarding their preferences.“A marketing email reminding you that a certain item on your wish list is on sale, for example, can generate sales. So can a welcome email to a new customer, with a discount or free shipping coupon.”, teaches.
The specialist also advises on the intelligent use of data generated by the business itself. An idea that often generates good returns is to identify regions with a large concentration of customers and create special actions for these special locations. Rodrigues also indicates that loyal customers should be rewarded, whether through loyalty programs or 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 tools for e-commerce automation.
