E-commerce Web site online retail sales of targeted examples

This article is an overview of the July Online seminar on " creating a related sales experience through directed sales ". If you miss this meeting, then I suggest you take a look at the video playback (click on that link!). ), the video is not long.

The meeting discussed a number of targeted sales examples for online retailing, each with a screenshot. In order to keep the length of the article in place, I only selected some of the pictures, but you can see all of them in the playback.

Agenda of the Conference

• What is personalized recommendation
• What is directed sales
• The advantages of directed sales
• How to orient Content
• Retail Orientation Case
• The trap of directed sales
• Guidelines for establishing market differentiation (segmentation)

What is personalized recommendation

The term "Personalized recommendation" is used to describe some of the following things:

Physical Products : Many products can be customized according to the order, simple as in the ipod engraved with your name, the promotional materials printed on the company's logo or the whole design of a personal version of the Nike shoes. Although this approach creates a degree of personalized product, they have nothing to do with the Web experience.

user Interface : Many sites allow users to customize personalized interfaces or skins, such as MySpace's background (perhaps Twitter is more relevant?). Or as a Facebook profile page, you can add/remove applications. Personalized UI rarely appears on E-commerce sites, because their users ' needs are mainly to shop online or to study goods, rather than self-expression.

I've heard that some shopping websites can personalize the interface, even if it's just a very faint custom feature. Mobissimo travel Search can allow users to add or remove widgets:

These Web2.0 features are very low priority for e-commerce sites, but this is still not the so-called personalized shopping experience.

Welcome back, kotter!. One small step toward a personalized shopping experience is to get the names of the visitors and then welcome them on the home page or in the mail subject line. While this approach is emotionally a little warm, it is only a small part of the "Holy Grail" that all relevant users of online commerce experience. During these experiences, the entire business system supplies content and provides it to the right individual user.

Personalized Shopping experience. tailoring content to individual users based on user account information, click on data streams, search keywords, or other clues is a targeted personalized recommendation/directed sales experience.

What is directed sales

We define targeted sales as: based on our knowledge of visitors and customers, distribute and deliver different content to them.

Is there a difference between directed sales and personalization? Yes, as defined above, targeted sales include 1 pairs of 1 (personalized) and 1 pairs of multiple (market-differentiated) strategies. You can use directed sales only through market differentiation, not necessarily with personalized tools.

For example, your targeted sales strategy can be simple to "first time visitors see Home a", "visit users See Home B" and so on. This is typically based on 1-to-many orientations, not personalization. There may be more complex rules of distinction, "if a user's average order amount is not less than 150 yuan, live in the United States, in the past 45 days to browse the diamond jewelry part of our site, then show X to him."

and personalization may be "when a user visits, show him/her the last viewed three items, including the last read catalog of the banner ads with 20% discounts," which is no predetermined rule of distinction.

Identify the source of the data

HTTP headers

• Source of reference
• Reference keywords
• Browser
• Operating system
• Language

Cookies (* may not be possible)

• A new visit or a return visit
• User id*
• According to the last access interval
• Accessory Code * (affiliate codes)

Location

• Countries
• State/Province
• City
• Connection speed
• Connection type

Order History

• Buying trends
• Gift trends
• Average Order Amount
• Purchase frequency

User profile

• Name
• Age
• Preference settings
• Loyalty (Loyalty program status)

Online behavior

• Click Stream
• Idle rate (idling)
• Search keywords
• Previously viewed Products
• Shopping Cart/Favorites/Registration Book
• Tracked Products
• Promotional use
• Product review (Products reviewed)

The advantages of directed sales

• Increase average order amount/sales per single
• Save money (for retailers)
• Inspire User Loyalty
• Enhance user experience/user Service

Types of Targeted Sales

Content

• Banner/images
• Product Aggregation (search, SEO, commodity area)
• Cross-sell, up-sell, alternative products
• Customer directory (business-to-business, geo-location, "Personal store")
• Details page of the product

Price

• Currency exchange ratio
• Price list (employee, issuer, loyalty club member, wholesaler)
• Shopping Cart Promotions/discounts/coupon Codes

Experience optimization

• Language and currency selection
• Geographic redirection, mobile devices, connection speeds
• Streamline check workflows (credit checks for new users)

Offline positioning

• Triggered Message/SMS

Sales records

• Persistent information (shopping cart content, recently viewed products)
• Online chat Tips

Establish market differentiation criteria

Once you decide which data source to use for user differentiation, you need to verify that the business environment can establish directional rules based on these data points. For example, elastic path allows business users or marketers to create market distinctions through a simple rule builder:

By creating and saving rules, you can apply different distinctions to different users.