There are a few different types of ways online stores can optimize for conversion. Things like A/B testing, adding social proof, cart abandonment emails, and creating snazzy product pages with thorough descriptions and crisp images are a few. You can also run onsite campaigns triggered by user behavior. While you should opt to do all of these activities to increase conversion, onsite campaigns are fast, targeted, timely, and can easily be tied to revenue.
Onsite campaigns create an experience for the shopper like walking into a physical store that's having a sale. Like a physical store, onsite campaigns deliver the details of the sale and how you can take advantage, but without the annoying signs, pop-ups, or salespeople in your face. Need info? You’ll find the right information at the right time without having to explore every corner of the website.
Shoppers have the option to engage with a campaign, which leads to a real conversation instead of getting stuck with an impersonal, robotic interaction.
Tools like Gorgias Convert are your ticket to creating, managing, and tracking the performance of these onsite campaigns. Convert enriching the shopping journey from homepage to cart with a personalized touch. Cheeky bidet brand TUSHY saw 25% revenue influenced by onsite campaigns with Gorgias Convert.
Onsite campaigns work because your shoppers receive the right messages in the right place at the right time. This can include personalized email content, product recommendations, and targeted advertising based on past behavior, preferences, and purchase history.
Here are the behavioral triggers we recommend setting for onsite campaigns.
For the same reason a retail store might hire a greeter when shoppers enter, consider setting a welcome message that triggers when a shopper visits your online store. This opens the door for people to ask for help if they’re looking for something in particular, or have questions about your product. It can also help attract new customers with welcome discount codes. If you had a question or concern, wouldn’t you be more likely to make a purchase if someone answered it quickly and easily for you? Another big part of this is ensuring that shoppers feel welcomed. When a brand is approachable, it makes shoppers feel more inclined to buy something.
Skincare brand Toty triggers a greeting as soon as shoppers land on the home page. “Paula” reaches out to see if they need help while shopping, leveraging onsite conversational campaigns as pre-sales support tools.
When done via chat, pre-sales support simplifies the shopping experience and gives you the chance to address customers' specific interests and questions, empowering them to make more informed buying decisions.
Ecommerce upselling involves selling higher quantities and more expensive products to shoppers who are in the consideration stage. We've found that upselling and cross-selling campaigns are most likely to drive a higher conversion rate when the customer support team interacts with customers who are browsing on your site, in the check out flow, or have purchased from your store in the past.
For example, Glamnetic triggers a campaign that reminds shoppers to add lash accessories to the cart when shoppers are on a specific landing page for a certain amount of time. This makes it easy to add them to cart without navigating back to an additional product page.
Reduce abandoned carts and encourage shoppers to stay on your website with exit intent campaigns.
An exit intent campaign engages customers who are about to leave the website with items in their shopping cart, offering more information or a coupon code to convince them to place an order.
For example, when a shopper looks like they are about to leave the yoga brand Manduka’s website, a message pops up and offers a discount code if they sign up for email or SMS marketing messages via Attentive.
Exit campaigns are fantastic for reducing cart abandonment and increasing customer loyalty and retention. Manduka earned a 25.28% click conversion rate with that campaign and 32k in revenue.
Educational campaigns are a great opportunity to inform shoppers about your products’ unique features, use cases, and benefits. They’re also effective in letting shoppers know about new arrivals, exciting collaborations, sales, or promotions.
Manduka ran an educational campaign to announce a new collaboration with surfing legend Gerry Lopez. Using a surfing legend as the face of their campaign adds value to their premium line of yoga mats for teachers, Manduka PRO.
This is how Manduka set up the Gerry Lopez educational campaign in Convert:
When a shopper spends a long time on your website, they’re probably either really interested in your products, or they’re confused. If they do have outstanding questions or aren’t sure if your products will be the right fit, popping up a chat notification to ask if they need help can make the difference between losing them to a competitor or making a sale.
Glamnetic uses a time-on-page campaign to quell any worries about buying their products – like lash extensions or press-on-nails – for the first time. Here’s how it’s set up in the backend:
