{"id":19838,"date":"2021-09-20T08:37:48","date_gmt":"2021-09-20T14:37:48","guid":{"rendered":"https:\/\/www.fullcontact.com\/?p=19838"},"modified":"2023-06-27T15:21:22","modified_gmt":"2023-06-27T21:21:22","slug":"how-to-increase-your-ecommerce-conversions-in-30-days-or-less","status":"publish","type":"post","link":"https:\/\/www.fullcontact.com\/blog\/identity-resolution\/how-to-increase-your-ecommerce-conversions-in-30-days-or-less\/","title":{"rendered":"How to increase your ecommerce conversions in 30 days\u2014or less"},"content":{"rendered":"<p>When you\u2019re in charge of an ecomm site, you always have a number to hit.<\/p>\n<p>Maybe you\u2019re a VP of Digital or a Director of eCommerce at Famous Footwear or Williams Sonoma or Coach, and you need to deliver $50M this year.<\/p>\n<p>You\u2019re going all in on customer data and single customer view to deliver that ah-mazing, uber personalized experience everyone\u2019s demanding these days.<\/p>\n<p>But it\u2019s still not quite coming together as you expected. The expensive <a href=\"https:\/\/www.fullcontact.com\/blog\/2021\/08\/31\/cdps-what-is-a-cdp-and-what-to-look-for\/\">CDP<\/a> you invested in isn\u2019t quite delivering on the identity resolution it promised, and your customer experience is still a bit fragmented (which means it\u2019s not delivering on that number like it could be).<\/p>\n<p>So, what the heck is going wrong? And what\u2019s a retail marketer to do about it?<\/p>\n<h2>Why CDPs aren\u2019t the whole solution<\/h2>\n<p>The promise of a customer data platform is pretty straightforward\u2014unify all of your customer data so you can see and interact with real people. Understand them and give them the personalized experiences they want, and they\u2019ll buy more from your brand.<\/p>\n<p>CDPs are pretty good at bringing together customer data from your various marketing systems and silos (your website, your app, your marketing automation, etc.).<\/p>\n<p>But they\u2019re just not the cure-all, magic-marketing-and-personalization tool you may have expected.<\/p>\n<p>As Gartner reported in their 2020 Marketing Technology Survey:<\/p>\n<p style=\"padding-left: 40px;\"><strong><em>\u201cMarketers report high utilization of CDP capabilities, yet \u2018lack of a customer data foundation\u2019 remains a top impediment to success. This underscores CDP vendors\u2019 struggle in delivering against the expectation of unified customer data.\u201d<\/em><\/strong><\/p>\n<p>The problem is that consolidating customer touchpoints is only the first step in a broader identity strategy. For example, a CDP cannot:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Identify unknown(unauthenticated) website visitors in real-time<\/li>\n<li>Help you reach your customers outside of your owned properties<\/li>\n<li>Enrich your customer profiles with third-party data from outside your brand\u2019s owned properties<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>You might know that customer Nicole has visited your footwear website from her laptop, purchased some new kicks for the kids (yay, back to school!), and read a few of your emails. But you probably won\u2019t know it\u2019s Nicole when she visits you again from her phone and hasn\u2019t logged in.<\/p>\n<p>And you won\u2019t know she has two young boys, ages 8 and 9, that play football.<\/p>\n<p>You also won\u2019t be able to confidently reach Nicole in the external platforms, websites and apps she frequents.<\/p>\n<p>If you did have all of these insights and capabilities, you might choose to serve Nicole some ads for boys football cleats in her Weather Channel app, then show her these items in her kids\u2019 sizes when she arrives on site.<\/p>\n<p>Sounds like a good way to drive some online sales, right? It is. <strong>But CDPs can\u2019t do it alone. So, now what?<\/strong><\/p>\n<h2>Drive traffic and ecomm conversions with identity resolution<\/h2>\n<p>When you or your team need to increase your website sales, there are three ways to attack your growth goals:<\/p>\n<ol>\n<li style=\"list-style-type: none;\">\n<ol>\n<li>Get more traffic<\/li>\n<li>Increase website conversions<\/li>\n<li>Increase your average order<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p>Identity resolution admittedly offers little value when it comes to increasing average order value, so we\u2019ll leave those in-cart tactics to you.<\/p>\n<p>But a robust identity solution based on a real identity graph makes a <strong>big, fast impact on your traffic and website conversions.<\/strong><\/p>\n<h2>3X your reach with your best customers<\/h2>\n<p>There are lots and lots and lots of providers that promise to help you bring more traffic to your website. But it\u2019s typically pretty expensive.<\/p>\n<p>You need to pay your advertising partner. You need to pay Google for the ads you\u2019re running. You may need to pay a third-party data provider to find the people you need to reach. And the people that show up may or may not be valuable customers.<\/p>\n<h3>How would you like to get just your best customers to your site\u2014for less money?<\/h3>\n<p>Identity resolution amplifies your media reach by 3X by simply adding more hashed emails and mobile ad IDs to find your best customers in online channels.<\/p>\n<h2>Recognize 50% more of your unauthenticated website traffic<\/h2>\n<p>Okay, you\u2019ve got more people on the website. What do you do with them once they arrive? How do you get them to actually buy something?<\/p>\n<p>Identity resolution lets you see, in real-time, who is actively browsing on your website. And when you can recognize your customers, you can personalize their content based on their historical interactions with your brand.<\/p>\n<p>(Like when Nicole shows up and you serve her ads for boys\u2019 shoes.)<\/p>\n<p>No history? No problem. Identity resolution also informs your next-best action for unauthenticated visitors with relevant third-party data.<\/p>\n<p>For example, transaction data may show your unauthenticated visitor is likely in-market for running shoes. Show her your promotions on sneakers and other running gear instead of the promotion for professional footwear (it\u2019s an awful lot of casual, WFH footwear these days).<\/p>\n<p>Identity Resolution helps you to recognize at least 50% more people as they arrive on your site, allowing you to serve each person more personalized products and offers\u2014and guide his or her shopping experience.<\/p>\n<p><strong>We often see brands increase conversions by 30%+ with little to no increase in spend.<\/strong><\/p>\n<p>Cha-ching.<\/p>\n<p>And these personalization efforts can be simple. In our shoe store example, you may create separate offers for:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Male versus female visitor<\/li>\n<li>Parents versus non-parents<\/li>\n<li>Athletes versus non-athletes<\/li>\n<li>Sale buyers<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>The options are endless.<\/p>\n<p><strong>Now, imagine implementing this kind of program before Black Friday.<\/strong><\/p>\n<h2>How long does it take to get started?<\/h2>\n<p>Technology implementations can be a long, drawn-out, complex bummer, and you\u2019ve certainly done enough of them.<\/p>\n<p>Thankfully, FullContact\u2019s identity resolution is an API. It\u2019s literally plug and play\u2014<strong>get it up and running and growing your ecomm sales in less than a day.<\/strong><\/p>\n<p>That means it\u2019s not too late to use identity resolution to:<\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li>Identify your holiday shoppers<\/li>\n<li>Improve their shopping experience<\/li>\n<li>Drive incremental holiday purchases<\/li>\n<li>Blow holiday 2021 out of the water<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p>To increase your ecomm conversions ASAP, <a href=\"https:\/\/www.fullcontact.com\/contact\/\">get in touch<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When you\u2019re in charge of an ecomm site, you always have a number to hit. Maybe you\u2019re a VP of Digital or a Director of eCommerce at Famous Footwear or Williams Sonoma or Coach, and you need to deliver $50M this year. You\u2019re going all in on customer data and single customer view to deliver [&hellip;]<\/p>\n","protected":false},"author":85,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_improvement_type_select":"improve_an_existing","_thumb_yes_seoaic":false,"_frame_yes_seoaic":false,"seoaic_generate_description":"","seoaic_improve_instructions_prompt":"","seoaic_rollback_content_improvement":"","seoaic_idea_thumbnail_generator":"","thumbnail_generated":false,"thumbnail_generate_prompt":"","seoaic_article_description":"","seoaic_article_subtitles":[],"footnotes":""},"categories":[6029,97],"tags":[],"class_list":["post-19838","post","type-post","status-publish","format-standard","hentry","category-identity-resolution","category-customer-experience"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.1.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to increase your ecommerce conversions in 30 days\u2014or less | FullContact<\/title>\n<meta name=\"description\" content=\"When you\u2019re in charge of an ecomm site, you always have a number to hit. 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