Do you know the customers to your website?
If you use a statistical tool such as Google Analytics, you know what visitors did during their last visit to your e-commerce site, but it is unlikely that you really know your buyers and their activities. It is unwise to develop a strategy, knowing that at most buyers make during their brief forays on your site ... and that makes a big difference.
Do not just stick to only statistics from Google Analytics.
When I say "know", I mean "well known". Do you know how many times they came back on your online shop? Do you know the average amount of their purchases? What do they like, do not like? What do you know their family situation, age, gender, geographical location? Is that the only information you have is the date of their last visit to your site?
Special offers they are personalized, relevant and timely proposed?
How did you decide which products are cross-promotions? At what time will you offer these offers? Who? Is it you who decide that "this product complements well with it? Is it enough to make a promo and send it to your entire mailing list?
It would be better to start thinking about a thorough analysis of feedback you are your customers based on products they buy and combine together, then to choose the recipients of your promotions based on tangible information.
By segmenting visitors based on their behavior and adapt accordingly emails, e-tailers are able to send highly personalized messages that will generate sales rates and much higher conversion by email. It will thus be more likely to side with offers in their online stores. Rather than trying the rule of thumb, it should provide buyers with customized offers that interest them.
According to recent studies, a promotional campaign by mail personalized, relevant and in due time allows to obtain a conversion rate of 17 times earnings and 25 times higher than those of previous approaches.
Do you know what are the methods that really work?
How do you measure the impact of your campaigns? Did you know that it usually takes between four and eight interactions with your site before converting into a customer? What is the average number of visits made in each buyer on your site before submitting the order?
If a customer receives an email from you, then uses your site to do a price comparison, he clicks on a link adword and came back a week later through a Google search (it does remember a web address, but you found through your SEO), what is the value of your marketing campaign? If you are in the case of many e-tailers, you opt for an approach called the "last click".
The problem is that you do not really know what method works and which does not work. Is this promotion sent by mail? The comparison? Sponsored link?
If you do not really know what methods and campaigns that work and how they interact to bring customers to your site, how are you going to play good?
In summary
The answers to these three simple questions will help you arm yourself the knowledge to address the rally season with optimism.
Know your customer relationship with your products, campaigns that work - keep it that gets results, and store the rest in the closet. With the tie horrible that your stepmother will offer.
