Page tree

 

Contents

CategoryIncreate Conversions, Increase EngagementVerticalRetail, eCommerce
TopicDrive higher conversions, retention, and profits using a loyalty programID #206

Introduction

Loyalty programs and members-only clubs are no longer an ancillary strategy in the e-commerce marketer’s playbook. Many top brands utilize these tactics to not only drive engagement but also increase conversion rates and profitability. With customer acquisition costs rising, successful e-commerce marketers know that the better they are at retaining and engaging customers, the better their bottom line will be. Regardless of how compelling your loyalty program is, converting your online customers from occasional browsers to loyal shoppers is critical to driving higher retention and profits.


Examples

A key approach to expanding your loyalty program is to leverage its exclusive benefits throughout the shopping journey.

Example A: By displaying a centrally located inline message within the product detail page, you can target visitors further along in the shopping journey.


 


Example B: Another option is to target returning visitors with a banner reiterating loyalty program benefits on the homepage. This approach emphasizes potential rewards with experienced buyers and creates a more personalized experience.

Segment

You'll need to create two different segments which will be used in Campaign Wide Rules:

  • Loyalists - Current members of your loyalty program
  • Made a Purchase - Customers who purchased at least one item on your site

 

Measure

This beginner-level campaign’s effectiveness can ultimately be measured by tracking revenue per user, conversion rate, and average order value. Comparing the engagement loyalty program members versus non-members will also be a valuable measure.


Setup

A cornerstone of Evergage’s product is its ability to identify specific user segments in real time such as first-time browsers or avid shoppers. By creating distinct segments you’ll increase your chances of developing more personalized campaigns and strategic CTAs to convert more browsers into loyal shoppers.

Convert a browser to a loyalist: Creating a campaign within your product detail page that succinctly features your loyalty program is an excellent tactic to target browsers viewing a specific item. An inline campaign, like Example A, provides relevant context to your program’s benefits and appeals to browsers already expressing some intent to buy. 

  • Campaign type: Inline
  • Location: Product detail pages; display the campaign above the fold so it’s featured but does not detract from the checkout function
  • Rules: Site visitors who are not loyalists
  • Where to set up: Campaign Setup in Visual Editor

Convert a repeat buyer to a loyalist:  Targeting returning customers through an inline campaign on your homepage is an excellent strategy for displaying your loyalty program’s benefits. Emphasizing points or benefits that they may have missed in their last purchase (Example B) also demonstrates highly relevant and personalized value. 

  • Campaign Type: Inline
  • Location: Homepage
  • Rules: Returning visitors who are not loyalists
  • Campaign Triggers: A returning customer who comes to the homepage but is not a loyalist
  • Where to set up: Campaign Setup in Visual Editor

 

 

This page has no comments.