Welcome back to our series on marketing jobs to be done. Thus far, we've discussed the importance of understanding your customers, building brand awareness, and fostering engagement. Now, we turn our attention to one of the most pivotal moments in the customer journey: conversion.
At the heart of every growth-focused marketing strategy is a goal to drive conversions that make a tangible impact. Whether capturing an abandoned cart purchase, encouraging a newsletter sign-up, or prompting an upsell, conversion is about transforming interest into action.
With BlueConic, hands-on doers gain a deeper understanding of their audience so they can create personalized, meaningful experiences that drive better returns for their business. Here are seven strategies you can use to increase conversions and maximize your revenue potential.
1. Boost Conversions with Personalized Recommendations
Nothing converts like relevancy. So, why rely on broad-based product or content recommendations that don’t take each individual’s unique interests into account? Instead, use first-party data to offer recommendations that truly resonate.
Start by segmenting your customers and prospects based on key attributes like browsing history, past purchases, or content interactions. Then, use this data to suggest products or content that directly align with each person’s interests. For example, a customer who browsed accessories could be shown items that complement previous purchases, while a reader who frequently engages with fitness content might receive new blog posts or videos about home workouts. Sending timely emails or push notifications featuring recently viewed items or related articles can also rekindle interest. By tailoring recommendations to each individual’s behaviors, you create more relevant, engaging experiences that lead to higher conversions and deeper connections.
2. Capture Abandoned Cart Conversions with Exit-Intent
Even with well-targeted recommendations, some visitors may still hesitate at the last moment. Letting them leave with items still in their cart is a missed opportunity, but capturing last-minute conversions means addressing the real-time data challenges that often hold marketers back.
With a CDP that provides access to unified, real-time data, you can instantly detect exit-intent signals and immediately respond with personalized messages that resonate. For example, you could trigger dynamic pop-ups or emails offering a limited-time discount on the items in their cart. Other approaches, like an interactive quiz to confirm product choice, can help boost confidence in the purchase. By delivering timely, relevant messaging at the moment it matters most, you can turn potential exits into valuable conversions.
3. Retarget Form Abandoners with Smart Reminders
Not every interaction is about making a sale. Sometimes, visitors slip away just before taking other key actions—like filling out a form. By leveraging real-time data to track exit intent, you can re-engage these users with a timely follow-up message.
For example, if a visitor abandons a form after entering their email, follow up with a personalized email reminder highlighting the benefits they’ll get by completing the process. Triggering a sweepstakes, giveaway, or other incentive-based interaction can also help encourage users to return and finish. By embracing these types of tactics, you increase the chances of turning hesitant visitors into engaged leads.
4. Re-Engage Funnel Abandoners with Personalized Campaigns
Not every drop-off happens in carts and forms. By tapping into unified customer data, you can re-engage abandoners across key touchpoints with personalized messages that get them back on track.
Start by monitoring user actions at each stage of the funnel, from exploring product pages to reviewing pricing options. With real-time behavioral data, you can pinpoint when a user is at risk of dropping off and act quickly. For instance, if a user browses a product but doesn’t add it to their cart, retarget them with personalized ads or even an interactive lookbook featuring similar items or complementary products. These types of dynamic, engaging experiences can reignite interest and motivate users to return and complete their purchase.
5. Cross-Sell and Upsell with Precision
When a customer makes a purchase, the door is open for more. But like any conversion effort, effective cross-selling and upselling needs to go beyond generic offers. Leveraging first-party insights from purchase history and browsing behavior, you can suggest complementary or upgraded products that add real value to each customer’s experience.
For example, a customer who buys a camera could be shown relevant accessories such as lenses or memory cards. A well-timed upsell with a limited-time offer can turn a single purchase into an opportunity for additional sales, enhancing both conversion rates and average order value.
6. Expand Reach with Multi-Channel Retargeting
When visitors leave your site without converting, retargeting gives you a second chance to capture their interest. By leveraging unified customer data, you can deliver highly relevant messages across platforms that resonate with those most likely to convert.
Start by segmenting your audience based on-site behavior, viewed items, and past purchases. Then, tailor your messaging and creatives for each segment. For example, if someone viewed a particular product page multiple times, follow up with a dynamic display ad featuring that exact product. Or, send a personalized email that encourages them to revisit and complete the purchase.
Be sure to monitor campaign performance closely, using metrics like impressions, engagement, and conversions to adjust your strategy and improve ROI. By targeting with precision, you can ensure every interaction drives results and supports your conversion goals.
7. Drive Subscriptions with Content Metering
For businesses with content subscriptions or premium offerings, content metering can be a powerful tool for driving conversions. But instead of relying on a generic “subscribe now” prompt, use first-party data to personalize your offers based on each reader's specific behaviors and interests.
If you’re new to content metering, start by offering visitors a limited number of free articles or asking them to provide an email address to access premium content. This approach helps build a relationship with the reader before prompting them to subscribe. Next, use first-party data to segment readers by behaviors like frequency of visits, topics of interest, or depth of engagement with specific content. For instance, if a reader frequently engages with health-related content, trigger a subscription prompt offering exclusive access to health tips, in-depth articles, or expert insights.
As you refine your approach, you can personalize the experience further—for example, offer more free views to readers who are less likely to subscribe, and fewer views to those who are more engaged or have a higher likelihood to convert. By carefully metering content, you build trust with potential subscribers and provide a clear path to conversion.
By implementing these tactics, you can guide customers seamlessly from interest to action, driving conversions and building valuable, long-term customer relationships. Remember: conversion isn’t just about the transaction—it’s about building lasting connections that keep customers coming back.
