Enticing buyers takes flexibility and planning. A data-driven approach tracks key performance indicators and continually optimizes the user experience to improve their purchase journey.
There are many potential goals for loyalty programs. Each one gets tracked with one or more KPIs. Common goals are:
- Align content to online search demand.
- Make the content relevant to land organic search traffic.
- Improve the quality of the technical SEO or metadata in the page supporting search engines and social platforms.
- Increase the interaction with the website, such as scrolling down the page and navigating to other.
- Optimize the up-and-cross-selling offers to increase sales.
- Refine the website theme to boost conversion rates.
- Recover a higher percentage of abandoned shopping carts.
Separating customers into segments defines the attributes to recognize each group and to target campaigns to their specific interests. Common attributes include:
- The rate of spend.
- Items purchased in the past.
- Products in the shopping cart.
- Navigational history of the website.
- Advertisements or search terms that got them onto the website.
Customer convenience reduces friction when using the website, making it easier for customers to complete a purchase. Examples are:
- Add blogging content to category and product detail pages to provide the user with everything they need to make a purchase.
- Subsecond page load times.
- Track if pages load correctly and fix issues that may arise.
- Calculate up and cross-sells based on recently browsed pages.
- Update category pages with the functionality needed to find the correct product.
- Enable login without typing by using their Gmail and Facebook accounts.
- Enable payment entry without typing using Google and Apple Pay.
Extend Customer Knowledge
The data that will provide new insights in the future sometimes needs to be clarified. However, Capabilities to gather more information include the following:
- Correlate user activity in-store, online, and across all supported marketing channels.
- Offer trackable cross-channel incentives. For example, email each user their QR code to redeem a discount in-store.
- Augment data feeds with 3rd party sources, such as geolocating IP addresses.
Functional infrastructure for loyalty programs quickly adapts to campaign requirements without risking system disasters or breaking the bank. Prototyping the ability to meet unexpected needs is the best way to verify the capability.