This is a guest post by Valentin Radu. If you’d like to contribute to our blog, feel free to get in touch with us.
Sales never happen just because you have a great business plan, you’re passionate about your work and YOU THINK people should buy from you just… because. You need a fast website, good products, perfect customer care and loads of creativity in your marketing campaigns.
But, if you thought you could squeeze every bit of profit out of your business without optimizing your store and using the right strategies to engage customers, you thought wrong.
It may seem like a backbreaking task to develop your e-commerce website, but in reality, it isn’t that big of a hurdle IF you go pro from the very beginning.
When it comes to online stores, the Magento CMS is one of the top choices (over 80% of e-commerce websites are based on Magento) because it’s a very robust open source platform, with a high level of flexibility and customization.
Magento gives online stores bigger space for custom integrations, which translates into more space for optimization, and thus more sales for you.
Although I am sure you already tested various tools to optimize your store and boost your sales, here’s a fresh perspective on how you can use Omniconvert, a CRO tool that allows you to understand your buyers and optimize your conversion rate at the same time.
#1 Test with dynamic text replacement to create scarcity
Dynamic text replacement is a real-time personalization solution that allows you to customize the text on your popups, welcome gates, slide-ins, floating bars, and other marketing campaigns based on different custom parameters that you choose (URL variables, custom variables or on-page variables).
This allows you to automatically create targeted messages for each visitor that comes on your Magento store. According to a recent report by Accenture, 75% of consumers are more likely to buy from a retailer that addresses them by their name or recommends them products based on past purchases.
There are multiple custom variables that you can use, but I will list just a few of them below.
Let’s start with an example. If you own a travel agency, you can create a message based on weather {TEMPERATURE} and location {CITY} to induce your visitors the desire to go on vacation.
Or, you can create a sense of urgency among the visitors that come on your Magento store by looking at how many users are on a page and putting some pressure on your buyers. Here’s a use case from one of our clients, autonom.ro:
Other custom variables that you can use: referrer domain (to show a message based on the medium the visitor came from), device type, operating system, browser name, views per session (recommended for returning visitors that frequently come to your website but do not convert), days since the first visit.
Dynamic text replacement enables marketers and Magento store owners to customize anything: from pop-us to web creatives, marketing messages, surveys, call-to-actions, forms and more.
#2 Use exit-intent surveys to convert visitors on the spot
With high response rates, often outperforming other kinds of website surveys, exit-intent surveys are a great last-minute opportunity to interact and re-engage visitors. By gathering insights about your visitors you have a higher chance of converting them on the spot, right after they’ve completed your survey, or on their next visit.
To get proficient results, make sure you ask the right questions and let your visitors speak their mind. I know it may sound counterintuitive to ask for open answers but test it. You might be surprised by how much more valuable insights you’ll get.
Make sure you work smart, not hard. For instance, if you are running a buyer persona survey in order to find out why different visitors are abandoning the checkout process, use logic branching. This way you will be able to further segment the results and create even more personalized customer journeys.
We always prepare our tactics before to be able to act in real-time when the experiment is running. That’s why my first piece of advice would be to prepare in advance different kind of incentives for various barriers your visitors might face.
Then, redirect them to a specific landing page with an offer, trigger an overlay with statistics or simply display killer marketing messages and persuade them as much as you can.
I may repeat myself but bear in mind that it’s not just about what you offer your users after they share with you their complaints. It’s about showing them that you care about their feedback.
What makes people focus without turning back are emotions (pleasure; reward; attention and reinforcement; pain and fear). Show them that you are capable to give them a solution on the spot.
Once you draw their attention, go more in-depth and use the Omniconvert tool on your Magento store to A/B test and personalize your website based on the answers you get from your visitors.
#3 Segment your audience and personalize your content
“74% of online customers get frustrated with seeing content that doesn’t match their interests.”
To be able to deliver relevant offers or marketing messages, you need to know your customers. To understand how often certain types of customers will make purchases and when those same customers will stop making purchases at all, you need to establish the customer value (CV).
The foundational elements of analyzing CV are recency, frequency, and monetary value. Or the so-called RFM Segmentation. Here’s a step by step guide to building an RFM Model (and how to use it).
Once you know who you’re targeting and what triggers them, you can start personalizing your content.
Fortunately, Magento allows websites to test and personalize almost everything, and so does Omniconvert. There are plenty of apps and tools on the market you can use to provide a personalized experience for each segment of your audience. You can show different page variations in real time, personalize your e-mail marketing communication, implement various site navigation flows and create effective promotions.
I will show you how and what you can personalize on your Magento store with Omniconvert.
When it comes to promotions, you might want to offer them at key moments in your customers’ journey. For example, if you want to convert people who returned on your website after they’ve abandoned their cart, you first segment your audience, then you trigger, let’s say, a website overlay with a special discount for their favorite products.
For website overlays, Omniconvert helps Magento stores create pop-ups, ribbons or any other overlays without the help of a front-end developer. You can simply use a friendly editor, choose a template/upload your own or create one from scratch in just a couple of minutes.
You can personalize your website overlays for each audience segment if you want to. Edit colors, CTA buttons, shapes, design or anything that you think could make a difference. Then measure the results.
Recently, we run a multiple offers pop-ups experiment for one of our Magento clients. What we learned is that it’s not just the pop-up that does all the work, but also the triggers that you’re using to catch your users’ attention.
So for this experiment, users were showed pop-us with three types of discounts: one with 20% off, one with 1 jewelry + one 50% off and one with 30% off for $120.
The variation with multiple offers had the following results:
- 31% increase in conversion rate
- 31.54% increase in revenue/visitor
As you might notice, website overlays can really make a difference in your conversion rate. But you need some space for tweaks here and there and enough flexibility to be able to optimize your overlays anytime you want to, without depending on others.
If you’re more of a hands-on person, you’ll want to make things even more challenging. What you can do is combine all the above in unexpected ways. Use dynamic text replacement with surveys, for example.
Objection treatment personalization can get your Magento store even up to a 51% conversion rate uplift. Take the example below:
We ran this experiment for one of our clients and, besides an increase of 51% in the conversion rate, we registered 7% revenue generated from exit visitors and an increase in email leads by 9%.
The possibilities here are literally endless. All you have to do is… try. And, yeah, to install Omniconvert in your Magento store. 🙂
How to set-up Omniconvert with your Magento store
Fortunately, Omniconvert has been developed by marketers with years of experience in the field, so you’ll be able to install the tool even if you’re not a “coding wizard”. 😉
You can install Omniconvert in your Magento store by using Google Tag Manager (GTM). This may be the simplest choice if you’re familiar with the GTM system: you create a new tag that will be used to integrate the Omniconvert tracking code on your website. A step by step guide can be found here.
Alternatively, you can log in to the Omniconvert application, copy the custom code generated specially for your website and paste it immediately after the tag on your website. More details can be found here.
Pretty soon Omniconvert will grant public access to install the tool via a plugin for Magento store. But if you’re an early-adopter you can use the feature starting today. There’s no coding involved, so that should come in handy.
That’s about it. Now it’s time for YOU to test and share with me your results in the comments section below!
Thanks for reading!
About the Author
Valentin Radu is a serial entrepreneur and visionary involved in tech and digital marketing for the past 14 years. He is the founder of Omniconvert, a growth enabler tool for mid-size eCommerce websites looking to become customer-centric. Omniconvert is a conversion rate optimization platform that combines the power of AB testing, web personalization, web surveys using an advanced segmentation engine.
