Read and find: -5 most common Ecommerce problems -their causes -sample tools to help you solve them -efficiency of actions taken, based on case studies of our clients.

1. Ecommerce
Problems
& HOW TO SOLVE THEM
WITH MARKETING
AUTOMATION PLATFORM
5
Part1

2. Marketing
Automation
Contact
Identification
Client’s Profile =
Personal Data + Behavioral
Data + Transactional Data
Customer
Segmentation
Automated
Communication Adjusted
to Client’s Activity
Reaching the Right
Person in the
Right Place, Time,
and Channel
Anonymous website
traffic monitoring
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3. Marketing Automation vs Ecommerce
of carts are
abandoned
68%
Rescue emails
show 621% higher
conversion than
bulk emails
621%
Win-back campaigns: well
executed campaign for
inactive users can engage
back 8% of them
8%
90% of potential
customers lose interest in
a product within an hour
90%
Real-Time Marketing increases
customer satisfaction by 67%
and boosts retention by 60%
67%
Dynamic emails after visit with
personalized offer show 248% higher OR
and 463% higher CTR when compared to
bulk messages
248%
Emails sent to a group of users
interested in particular item or
category show 14,7% higher OR
than messages sent to whole
database
14,7%
Post-transactional
messages generate 2-5x
higher revenue per email
than traditional batch
messages
2-5x
Mcommerce value
reached $291 bln USD in
2016 (almost 3x higher
than in 2014)
3x
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4. Ecommerce Most Common Problems
Low Retention Rate
High traffic, low number of leads
Low Sales Conversion
Abandoned carts
Leveraging the Omnichannel
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5. Users visit a website for various reasons - the
advertisement seen in a browser or on Facebook,
the news about the product or a company heard
from a friend, etc. Visitors browse materials,
articles and check the pricelist but they end up
not leaving any data nor making a purchase.
They come and go to never come back again.
If you don’t react when they still remember who
you are and what interested them in the first
place, you will most probably lose them to your
competitors.
High traffic, low number of leads1
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6. High traffic, low number of leads - reasons
no place
to leave data
too pushy,
not-personalized
asking for data
lack of
encouragement
lack of content
optimalization
1
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7. No place to leave data
It’s pretty obvious - if you can’t see a place to leave your email
address, it is not likely you will search through the entire page to find
a contact form in order to pass your valuable data followed
by a marketing consent to the company.
Tell what you expect
Web surfers don’t put too much effort in browsing the web. If you
want to ask them for contact data - just do it. Prepare a landing
page, use a pop-up, check how people move through your site and
leave them some encouragements in the right places. Marketing
Automation Platform processes behavioral data, provides simple
wizards and helps in setting up the display of these elements.
Professional landing page
High traffic, low number of
leads - solutions
A well prepared landing page can increase
conversion for even up to 300% and campaign’s
ROI by 291%. How to’s:
Create a profit-indicating headline.
Use numbers, bullet points, and infographics
instead of plain text to focus user’s attention.
Add video or image.
Name the benefits - why a customer should do
what you ask for?
Present the social proof.
Use only 1 CTA. Highlight it.
Automate company-user communication.
React in the real-time; send promised materials
right after a user leaves the data.
1
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8. High traffic, low number of leads - solutions
Lack of encouragement
Once you find a place to leave the data you are seldom told
the tangible benefit of giving them. That is why, as the owner of
Ecommerce, you should use...
...dynamic pop-ups
A dynamic pop-up lets you show everyone the content referring to
what one did, or still does on the page basing on the knowledge
about one’s interests, scoring, purchase history and even subpages
which one currently browses. It helps in exchanging valuable
content for users data while they still remember what drew their
attention.
Too pushy, not-personalized asking for data
A pop-up or banner is mainly imagined as a stubborn
creation popping up with a tenacity worthy of a better
cause that is shown to us in the same form and
during each visit. Fortunately, thanks to marketing
automation you’re not stuck with this despised
intruder! By personalizing dynamic content with
behavioral data you always show people the items
they found interesting, and, ipso facto, reminding
them the real reason they entered the website.
1
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9. Lack of content optimalization
High traffic, low number of leads - solutions
Showing visitors some random ads,
or worse - bombing the audience
with literally everything you have
in the store will almost certainly be
counterproductive - it’ll overwhelm and
annoy the recipient.
Use of big data to personalize
marketing messages spoiled us
as consumers. Banner/ frame
razzle-dazzle on the website leads
consumers to ignore virtually
everything you want to tell them, or
leave the hostile site ASAP.
Remember: Always.Collect.The.
Feedback. Use A/B tests to make it
even easier.
1
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10. A place to
leave the data
Clear
message
Encouragement
Data
CRM
Funnel
+TAG
+Qualification
L
E
A
D
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11. Case study: Increase in the number of leads generated from the website
Personalized pop-up for lead generation
Ananymous user visits a site in order
to chek the offer
When he’s not able to choose, he
receives a personalized message
in a popup
Message contains the promise of
personalized call focused on
providing him with the details
about offers which interested him
45% increase in the number of
leads acquired from the website
r.pl
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12. dynamic
non-linear
impulsive
A huge database of leads doesn’t guarantee sky-high
sales numbers and relying on the magic of big numbers
is only wishful thinking, not a strategy. In order to start
selling, you need to know the specifics of your audience
and the nature of their purchasing process.
Low Sales Conversion
multi-channel
The purchasing process is:
led in real-time
two-way
driven by opinion and recommendation
2
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12

13. Low Sales Conversion - reasons
not
knowing your
audience
not leveraging
sales
dynamics
no opinion
on company
or service
no
recommendation
engine
lack of root
analyzing
2
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13

14. Monitor and analyze their behavior in different
channels:
Not knowing your audience
As much as 60% of our purchases are
unplanned (40 – 80%, depending on product
category).
87% of Americans admit to impulsive buying.
Millennials are 52% more prone to do so than
any other age group.
Not leveraging sales-dynamics
Low Sales Conversion - solutions
Help comes from Marketing Automation platform,
which can examine users’ online behavior, mobile
channel habits, reaction to beacons (small items that
answer their in-store behavior in the real time), as well
as dialogue with customers in stationary stores.
60%
87%
52%
website mobile offline
browser email
2
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15. Spontaneous shopping happens most often when
we use mobile devices. What’s more, automated
push sending allows an instant reaction while a
user still browses a catalogue and mentally tries
the item on.
Go mobile & put push notifications
to good use: Adjust the offer to users’
behavior. Help them find
appealing items. You can send
a notification in the browser,
prepare and implement a bot
in the mobile app or add the
Live Chat box to your website.
Personalized banners also can
be your friends, as they will
match presented offer to the
recipient’s behavior.
Enhance real-time
reactions:
Use dynamic content - pop-ups and recommendation frames:
When a user wants to leave your e-store, offer a discount on the product one viewed or another form of incentive. Give
additional motivation to buy! When someone already made a purchase decision, they might as well add another product
to cart. Suggest an item that matches the chosen one or a product from the same category
Low Sales Conversion - solutions
Not leveraging sales-dynamics - change it
2
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15

16. Keep in mind that gathered and publicly shared personal opinions
can strongly influence customer’s purchase decision. Always ask
your clients to rate your service.
Use 1-to-1 emails to ask people for sharing their opinion on your
store, goods and services after a given time period after the
purchase.
No opinion on company or service
Showing random ads, or - what is worse - bombing
your audience with literally everything you have will
almost certainly overwhelm and annoy the recipients.
No recommendation engine
Recommendation tools available via marketing
automation platforms are one very powerful mechanism
that has an ability to stop the user on the website for a
long time. These mechanisms, such as Machine Learning
& AI use a huge number of variables - e.g. interests, the
shelf life of the product, the behavior of other users who
also have purchased the product, etc. Recommendation
scenarios can be combined and can therefore support
such tactics as upselling and cross-selling.
Use recommendation engine insead.
Low Sales Conversion - solutions2
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17. Cross-sell: a sales technique that relies on
offering complementary products to purchased
item or service.
Upselling: a selling technique which makes
it possible to gain maximum profit for one
transaction. Beginning with more expensive
product, the seller step by step introduces
new, mostly exclusive products, until the
client’s wallet is empty.
Low Sales Conversion - solutions2
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18. Is it worth
buying?
How do I shop?
Do you know
what you are
doing?
Who am I?
What kind of
company is
that?
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19. Case study: More purchases among new clients
Dynamic sets of products on the website
For every product displayed on
the website system adds second
one with additional discount
After the set is added to a cart,
webshop grants proper discount
defined in the dynamic set
30% of new customers buy
dynamic sets during the
first transaction
Yves-Rocher.pl
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20. E-BOOK made by
Apayo.pl
www.salesmanago.com
Visit:
5 ECOMMERCE
PROBLEMS
Part1
& HOW TO SOLVE THEM WITH MARKETING AUTOMATION PLATFORM