If you know how each customer interacts with your brand across all touchpoints, then you can personalise accordingly.
One of the first steps to this understanding is to encourage anonymous browsers to volunteer their email address, often on a newsletter sign up form.
Once you have an email address you can build a bigger picture of an individual. When a person clicks on a link within an email you can link their previously anonymous web browsing behaviour to their identity. And if a visitor clicks on a link in an email from more than one device, then you can link their cross-device behaviour together, too.
Here’s some ways retailers have been encouraging email sign up and delivering personalised content (which engenders trust and encourages sign up) from Day 1:
Welcome a first time browser to your site with a pop-up and offer them a discount on their first order if they sign up to your email list. If they try to leave the site without purchasing, use a pop-up to remind them of the offer.
On return to the site welcome them back and remind them what they browsed on a previous visit ‘Remember these?’. Remind them of the discount available if they sign up and purchase the item/s.
On a return visit why not serve some recommendations based on what was browsed previously and behaviour of customers with similar behaviour to themselves. Embed the email-sign up offer on the product page to prompt sign up and purchase.
If an anonymous browser adds items to their basket, then tries to leave the site, use a pop-up to display an offer to prompt them to sign up and purchase.
Want to find out more about how to get started with these easy to set up automations?
Or other more sophisticated ways of linking customer behaviours together?