Average order value (AOV) is one of the most important metrics in every e-commerce business. It has a huge impact on your business’s profitability. The more products customers buy together, the more money you make, and the lower your shipping costs (you may even consider offering free shipping above a specific spend threshold). With marketing automation, you can increase the AOV in your store, and don’t spend too much time doing so! Let’s see what your options are.
E-commerce companies have many different options when it comes to increasing AOV. Usually, the sales process comprises at least three important stages:
- Browsing products
- Putting them in the cart
- Finishing the payment
With marketing automation, you can encourage your customers to include more products in their orders at all stages of the sales process. And that’s definitely something you want to do; with higher order value, you make more money per customer, which is one of the main goals for all e-commerce entrepreneurs. Let’s have a look at how you can do so.
Recommend complementary products to your customers
First off, you can recommend complimentary (cross-selling) or more expensive products (upselling) to your customers. Let’s say you sell TVs; you have a customer viewing a 50’’ TV. You can recommend them the same model but in the 55’’ size. If the price difference is not huge, many customers will decide to go with the larger model (especially if you explain the benefits of upgrading to a larger size).
Here, our personalized product recommendations can be very effective. It’s an automated tool that analyzes data about your customers’ behavior to recommend relevant products. The whole process happens on auto-pilot; you just need to set specific rules you want our recommendation algorithms to follow. Once that’s done, product recommendations start showing on your website automatically. You can also decide where you want those recommendations to show up (e.g., in the product tab or in the cart).
You also have several options when it comes to recommendations themselves. For instance, you can recommend the “frequently bought together” products or “recommended for you”, depending on what you want to achieve.
Push notifications
Push notifications can be extremely helpful if you run an online store. Those little messages show up in the customer’s Internet browser (web push) or on their mobile devices (mobile push). They are small but incredibly flexible. You can use them to recommend new arrivals to your current customers, send remarketing messages (primarily concerning unfinished orders), back-in-stock notifications, and more.
For push notifications to be effective, they need to be focused entirely on your customers and their needs. That’s why it’s important to segment your audience and display notifications that are tailored to a given segment’s (or even an individual’s) interests.
The visual aspect of push notifications is also vital. You need high-quality photos and full alignment with your branding. This way, customers will quickly recognize that the given notification comes from your store and will be more eager to interact with it.
Even better if you can add a little incentive (just like in the example below). Even a 10% discount can be enough to encourage a hesitant customer to finish their order!
Automated communication scenarios
With iPresso, you can create an unlimited number of automated communication scenarios that are activated in response to a specific action taken by your customer. Here’s an example of how they can work:
A customer visits your online store and signs up for the newsletter. Our system immediately adds them to your contact database and tags them as a new subscriber. The next day, iPresso automatically sends a personalized welcome email featuring a thank-you message, a 10% discount code for their first purchase, and a selection of popular products tailored to their browsing behavior.
It’s just a simple example; such scenarios can be far more complex. With them, you can easily plan the entire communication with both current and prospective customers using different communication channels (e.g., email, push, SMS). The thing is that thanks to those scenarios, you can nurture leads on auto-pilot, so you don’t have to devote your time to talking to each prospect and sending them emails the automated way.
As a result, iPresso acts as your personal sales assistant that works 24/7, is never tired, and always ready to interact with your customers. This one feature can make your marketing far more effective!
Responding to abandoned processes
Unfinished orders are a big problem for almost every e-commerce business owner. People browse products, perhaps even put them in the cart, and… They forget, they get distracted, or simply waiting for a better deal. The key to success lies in re-engaging those customers in a skillful and non-intrusive way. That’s what responding to abandoned processes is about.
With this feature, you can send automated reminders (and additional incentives) to indecisive customers. Of course, you will probably not rescue every abandoned cart, but even one order can make a difference at the end of the month! Plus, once the retargeting system is set up, you don’t really need to do anything; it’s running 100% automatically.
With iPresso, you get access to six different types of responses to abandoned processes, including automated reminders (e.g., you can set up automatic reminder emails for users who haven’t finished their order), standard retargeting ads (you can display online ads to people who visited your website in the last 7, 30, or more days), or even content marketing (you can use your content to answer the questions about products and emphasize their benefits so that your customers are more willing to buy them).
Wrapping up: Let’s get your AOV up!
E-commerce is one of the most competitive sectors out there. Running an online store is not easy. We get that and want to help you succeed! Many of our features are tailored to the needs of e-commerce companies. As a result, you can:
- Run more effective marketing campaigns
- Rescue as many abandoned carts as possible
- Introduce segmentation and personalization to your campaigns
- Stay in touch with your audience using several different channels
All this is incredibly important when it comes to acquiring new customers and maintaining good relationships with the current ones. For online store owners, we offer a special version of our platform. If you’d like to see how it looks and works, we’re happy to assist you! All you need to do is go here and send us a short brief. We’ll get back to you as quickly as possible and arrange a free demo with you.
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