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eCommerce Segmentation
This document discusses how ecommerce stores can use customer data and segmentation to optimize their stores for better results. It recommends tracking key customer metrics like order value, lifetime value, top spenders, etc. to identify valuable segments. Stores should treat different customer segments differently, like providing targeted content, promotions or messaging to big spenders, frequent buyers or those abandoning carts. Tools like Glew.io, WP Fusion and ConvertKit can help automatically segment customers and trigger personalized experiences based on tags applied to customer profiles. Focusing efforts on the top 5% of high value segments can significantly boost revenue.
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Introduction to using a data-driven approach for eCommerce segmentation to enhance store performance and revenue.
Highlighting the importance of tracking customer journeys and behaviors to tailor marketing strategies effectively.
Focusing on segmentation strategies to target the most profitable customer segments that drive significant revenue.
Overview of essential customer segments such as first purchasers, big spenders, VIP shoppers, and more for strategic targeting.
Recommendation of tools like Glew.io and CRM systems for automatic segmentation and customer tagging.
Techniques to personalize homepage content and product displays based on customer behavior and segments.
Tactics for enticing buyers with timely incentives like coupons, alerts for trending products, and re-engaging cart abandoners.
Final reminder that not all customers should be treated the same; emphasizes personalized marketing approaches.
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- 1. ECOMMERCE SEGMENTATION How to usea data-driven approach to optimize your eCommerce store for incredible results. Chris Lema, VP of Products, Liquid Web
- 2. Most stores track &talk averages.
- 3. What it lookslike on your store… What it looks like in real life… Purchases: 2,360 Total Revenue: $160,570 Customers: 2,108 Lifetime Value: $76 Avg. Order Value: $68
- 4. What if youstepped away from averages? 32 Customers had Average Order Values of $195 (instead of $68). 210 Customers had LTVs of $185 (instead of $76).
- 5. If you wantrevenue growth, you need to get hyper-focused on segmentation.
- 6. Everything on this homepage suggests they’re targeting women. What happens when Iclick and browse the men’s collection? Nothing.
- 7. It’s the journeythat matters. Everystepandclickthatacustomermakestellsyousomething abouttheirintentionand,moreimportantly,aboutthemselves.
- 8. Would you treatsomeone who comes to an article, then to your product, cart & checkout differently than someone who comes directly to your site, searches, finds and adds product to cart but never checks out? Sure you would. Organic buyers are more valuable than researchers.
- 9. The point ofsegmentation is to figure out not only your various segments but your most profitable ones – so you can target them with better designs & better messaging.
- 10. Look for the5% that will drive your revenue growth! 3X THE NORMAL AOV 17% OF TOTAL REVENUE5% OF CUSTOMERS
- 11.
- 12. First Purchasers –customerswhohavemadeasinglepurchase Big Spenders – customerswhoseAOVisinthetop10% VIP Shoppers – customersinthetop10%basedontheirspend Most Active Customers – customerswhohavemade3ormoreorders (<2%ofcustomers,whobringin24%ofrevenue) Coupon Lovers – customerswhousedacouponforpurchases Cart Abandoners – peoplewhodidn’tfinishtheirtransactions
- 13. We suggest stores check outGlew.io It provides all of these segments (and more) automatically out of the box. Included in our Standard Managed Woo Plans.
- 14. With or withoutGlew, the trick is tagging your customers in an Email/CRM system like ConvertKit, MailChimp, ActiveCampaign or AgileCRM. You can use their integrations, or a solution like WP Fusion.
- 15.
- 16. HERE ARE SIX THINGSYOU CAN DO WITH THESE SEGMENTS
- 17. Change the homepagebased on customer tags or onsite behavior. After browsing the men’s t-shirt collection (3 clicks), the homepage was completely transformed to show me ads and options for men instead of the default women’s selections.
- 18. How? Right Message Monitoring clickstreams is easywith RightMessage and allows you to change just about anything, based on the segment.
- 19. Just a LittleInformation Helps Notice how we can adjust the hero image without being explicit. Noise Cancelling Bluetooth
- 20. Bring your bestproducts to the top. If a Big Spender or VIP shows up to your store, you could change the sort order easily. /?orderby=price-desc
- 21. Introduce “Lite” Pressure Peoplewho browse a lot, Researchers, need a little incentive to make a purchase. “60 others are viewing this property right now.” “74% booked. Rooms are selling out fast.”
- 22. Deliver Coupons “Justin Time” Customers who are Coupon Lovers can be triggered with coupons based on what they put in their cart, or captured as they’re leaving the store. Check out Ahoy! https://useahoy.com/
- 23. Reconnect with CartAbandoners Everyone tagged as a Cart Abandoner represents free money! Use tools like Jilt to create multi-part campaigns to bring them back. Liquid Web’s Managed WooCommerce plans come with Jilt.
- 24. Share the Lovew/ Repeat Buyers This is a ConvertKit Automation. It basically monitors purchases and then updates a custom field. When “Total Purchases” is 0 and an order comes in, it changes it to 1. It keeps doing this until it updates to 3. Then it adds a Repeat Buyer tag. That’s when another automation can go out with a special coupon, based on a new tag (Repeat Buyer) being added.
- 25. YOUR MOM WASWRONG: YOU SHOULDN’T TREAT EVERYONE THE SAME.
- 26.