Guest post: We’ve invited Richard Goemaat of mporium to educate us on the new era of ecommerce personalisation being provided by Magento extension, mporium ENGAGE…
It’s a situation all eCommerce managers can relate to. You’ve got a thriving site with lots of visitors, but the number of high-value customers is relative static. The vast majority of your traffic comes from ‘anonymous visitors’: people who have never registered, never made a purchase and are maybe visiting the site for the first time. These anonymous visitors pose a significant opportunity, but also a major challenge: how can we personalise their experience and convert more of them into high value customers, when data about them is so limited?
Retention versus Expansion
Strategies such as A/B split testing and product recommendations are valuable but provide limited utility when engaging anonymous visitors. Similarly, Magento’s Enterprise Edition features a suite of tools that help engage customers, encouraging those registered customers to make additional purchases.
‘There is no doubt as to the value of retaining existing customers, but those techniques do little to help turn new visitors into high value customers’
All of these techniques can yield strong results for existing customers, but their impact is limited for anonymous visitors at the top of the sales funnel. There is no doubt as to the value of retaining existing customers, but those techniques do little to help turn new visitors into high value customers. What about those at the top of the funnel, and particularly those anonymous visitors that are unlikely to be engaged through such techniques? Focusing exclusively on lower funnel strategies creates a serious gap for businesses that wish to expand their customer base.
The Importance of One-to-One Engagement
By ignoring the anonymous visitor, eCommerce managers are ignoring the vast majority of their hard-won traffic. Rather than simply serving audience segments certain site layouts, delivering what we think the segment might like on the basis of previous activity, we need to engage users at an individual level and with greater intelligence and speed. After all, the data’s there. From the very first click onwards, we are gaining valuable information about the user and we need to use that insight, generating individual user profiles that can be used to activate one-to-one communication in real-time. This one-to-one engagement is invaluable in the migration from Anonymous visitor to High Value customer.
‘[ENGAGE] generates a far richer data set than using product categories to determine visitor interests and accelerates the delivery of relevant content to anonymous visitors’
mporium ENGAGE offers Magento Merchants the ability to deliver real-time one-to-one engagement. Using one of the market’s most advanced algorithms for semantic analysis of content, mporium ENGAGE automatically crawls your entire site, gleaning valuable information regarding each and every page. This generates a far richer data set than using product categories to determine visitor interests and accelerates the delivery of relevant content to anonymous visitors. Some elements, or even all elements of the website, can be tailored to serve personalised content, thereby creating a holistic eCommerce and content experience.
The fashion-based example below shows three versions of what could be displayed on a typical eCommerce homepage, based on what mporium ENGAGE has learnt about each visitor. The first (Anonymous) is an ‘anonymous visitor’ about whom there’s limited information: only information such as device, geolocation and time of day is known on the first click. So mporium ENGAGE delivers a targeted layout that has several goals: getting the visitor to register, to make a purchase but also indicate their interests by browsing the Style and Blog elements. A repeat visitor who has not yet purchased (Repeat Visitor) will have a different experience, one that is tailored to their style preferences. A customer that has made several purchases (High Value) will receive a completely customised experience relevant to their interests and which also reflects their VIP status.
The list is endless and the content combinations are infinite.
How can you take advantage?
eCommerce technology has evolved and now allows us to focus on individuals and to engage them on a one-to-one basis, quickly and intelligently. It’s important to keep the pace. To find out how, connect with your Account Manager at The Pixel and discuss how your eCommerce store can increase conversions by serving unique experiences for new and anonymous visitors. Or find out more about mporium ENGAGE at: https://engage.mporium.com/