3 ways to drive conversions with web behavior data

Session length, clicks, and product views are among the most actively tracked ecommerce metrics. And for good reason, too. Whilst numbers vary greatly, most e-tailers report that their average session duration is between 2 to 5 minutes. During that time, a customer will browse multiple product pages, mere clicks away from conversion.

The average conversion rate on a product
description page is over 8%, meaning it’s important that merchants track
online visitors
even before they abandon their cart.

Beyond simply tracking these metrics, merchants and marketers can inform their merchandising and marketing with these web behavior insights. Why not resurface popular products in your next email?

Implementation

The first step is to implement web tracking script on your site – this can be done manually via your CMS or Google Tag Manager. Both methods are referenced in our support implementation guide.

Once the script is live you’ll start collecting session data (from contacts who’ve clicked through from an email) in your WebInsights. One contact can have many web sessions, and each can have multiple page visits recorded. There are lots of data attributes available which you can view within an individual contact record – duration of page views (in minutes) is a good one. You can apply segmentation rules based on these attributes, too.   

Here are three ways to start leveraging web behavior data with dotdigital Engagement Cloud:

Abandoned browse email

Truth is – everyone gets distracted online
(who’s multi-tasking right now?). If a customer has viewed a product but hasn’t
purchased, sending a relevant and targeted follow-up makes complete sense. So,
creating an abandoned browse campaign should be on your radar.

Obviously, it’s impractical to set up triggers for all products; select a popular high-value product, or a product with a big margin, as a first step when testing the abandoned browse waters.  

Ready for the next level? Why not set up an abandoned browse based on a set of more generic rules like total number of WebInsight collections or a ‘url contains’ rule. 

(!) Just remember to exclude anyone that has already purchased!

The program-entry segment might look something like:

The program flow might look something like:

Product recommendations

Product recs are a great tool to inspire longer and
repeat website visits. Shoppers
buy recommended products
– whether they’re bestsellers or tailored uniquely
to them. This unmissable sales tactic accounts for 31% of ecommerce site
revenue (Barilliance, 2018).   

If you are storing your products in our insight data collection (this product catalog will sync over as part of our commerce connectors: Magento, Shopify Plus, WooCommerce, BigCommerce, Shopware, and Salesforce Commerce Cloud), then once you begin tracking web behavior you can start using most viewed and trending product recommendation blocks in either BAU campaigns or in automated triggers.

The content block will dynamically update with the latest most-view products based on the logic you set. For example, ‘only show most viewed products over a certain price’ (and if you have stock levels, you could exclude any products that have a low inventory).

A simple rule might look like:

Continue your journey

Rather than target online visitors based on
specific pages, you could drive a more generic follow-up; one that prompts them
to continue their journey. Something like: ‘We hope you liked what you saw’ – a
triggered campaign sent to those who’ve viewed pages numerous times but haven’t
yet purchased or converted.

If you have an online store, get your subscribers to create an account using a dynamic content block that’s only visible to them (and not customers). This email campaign would have a light touch and is about getting your contacts to come back to your site to create an account and/or make a purchase.

One simple script.

Engagement Cloud is powerful, but we can’t collect web behavioral insight unless you tell us to with a simple piece of script. To find out more about implementing web tracking on your site, check out our Knowledge Base here.

Once the script is live, Engagement Cloud
will start collecting session data for you (contacts who have clicked through
from an email) and store it in a web insights collection.

There are many web behavior attributes available for use, this overview should help you learn more about them and web behavior in general.

Getting started

  1. Think big, start small, and
    scale quickly
  2. Focus on high value / bestsellers
    / biggest margin products
  3. Put data to use with customer
    segmentation
  4. Remember to apply frequency
    rules (gauge engagement based on a minimum number of visits in 7 or 14 days) and
    exclude recent purchasers

Want more information on WebInsights? Speak to your account manager today.

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Reblogged 8 months ago from blog.dotdigital.com