eCommerce Segmentation: Using a Data-Driven Approach to Optimize Your eCommerce Store

Hey folks, my name is Chris Lema and we’re gonna start in just a minute talking about eCommerce segmentation and so if
you can see my screen where it says eCommerce segmentation — Chris Lema, VP of Products, Liquid Web — if you see that on the screen and you can hear my voice
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can see me and you can see my screen it says ecommerce segmentation that’s what
we’re gonna talk about and now let’s get into it again my name is Chris lemma I’m
the VP of products of liquid web today we’re talking about e-commerce
segmentation and specifically we’re talking about how to use a data-driven
approach to optimize your store for incredible results all right so let’s
get into it right away hopefully you can see me as I change my screen when we
talk about segmentation when we talk about revenue when we talk about growth
when we talk about our online stores most of the time we are talking about
averages right we talk about the total number of people that have come or the
total amount of revenue the stores made whatever and these are broad summaries
and then we do simple math like total orders toward total customers and then
we know what our average cart average order value is right but those are
averages in a store it looks like this what you see here on the left right if
you had 2000 360 purchases if your total revenue was just over $160,000 if you
had 2108 customers then you would do the math and say hey I have lifetime value
of $76 and I have an average order value of $68 and those would all be the
averages if you want to know what it looks like in real life this is one of
the most hated cars ever right if you were looking at a list of the most hated
cars in all of history the 2001 Pontiac Aztek is one of the most hated cars why
because it was average on everything it was let’s try and make it a car no
let’s try make it a camper let’s try and make it or whatever it tried to do a lot
of things that ended up being averaging just about everything and that’s not fun
so of course for what we’re talking about here today we don’t want to talk
about averages right in the same data set right so we’re talking about if you
looked at this you know the data that’s on the left here this is a specific
store if I were to look at the exact same store and I stepped away from the
averages I might discover that in this specific store 32 customers had average
order values that were far greater than the average $68 right $195 average order
value for 32 customers also 210 customers had LTVs there were 185
instead of 76 right why wouldn’t you talk about those nuances instead of
talking about the average in fact when we talk about the average $68 AOV LTV is
76 that’s not a very interesting store right I mean I’m positive that if you’re
comparing it to zero that’s great right my GU the average person spends $68 with
us over the course of their life they spend $76 of this you know okay that’s
better than zero but if I said well we have a segment of people whose average
order value is almost $200 and we have a whole group a segment where their
lifetime value is to two points something times the average of our store
right you’re like that’s that’s officially 2.5 baby right that’s that’s
interesting let’s talk to those customers right but that means we have
to get away from the averages and the way we do that is segmentation right if
you want to drive revenue growth then what you really need to understand a
segmentation you need to leverage that segmentation so that you can drive
growth in those little pockets where you have something compelling to offer
something interesting to say that’s why we’re here that’s what we’re talking
about okay so let me take you to a sample homepage of a store
that you may know the store is j.crew and if he went to Jake Roo right at
least here in the United States right I can only tell you my perspective here in
the context of where I’m at in the US when I pull that up in my browser on my
computer all right everything about this homepage suggests
that their target that Jake root is women why do I say that well there’s a
woman here with address on the left there are three women in bikinis there
there are sweaters that just the color palette suggests and the fact they’re
cashmere suggests they may be more for women than men but maybe I’m wrong right
then there is a wide leg crop I don’t I I assume that’s a sort of pant and there
is a woman there and then it looks like those are women’s sandals again I could
be wrong but everything about this homepage says hey we’re targeting women
except if you look at the Navi it’s a nav right when you look at the Navitus
no women men kids swim brands we love sail factory after women it’s this men
ana says kids but nothing on this homepage says men are kids right so
that’s fine okay so what I did given that I’m a man right I clicked men and
then I started clicking down into the men’s collection and everything else and
when I was done I went back to the home page and you know what it looked like
just like this exactly same nothing changed at all okay now here’s the thing
every one of us when we’re on a website we’re giving people information about
ourselves right these are simple icons but imagine that you start by browsing
somewhere like you’re doing a Google search and the Google search gives you
the link to a home page and you click that and then from there you go take a
look at the products that they’re promoting featured products would have
you from there you might go look at category searcher or use filtering to
move to other products eventually you take something you put it in your cart
and then you pay and every one of those clicks tells
the server’s tells the computers tells the store something about me maybe I
didn’t come in through search maybe I came in through an email right someone
sends me an email and it takes me straight to a specific product right but
every step and every click that happens on the site says something about my
intention and my interest interest and intention are what gets shared by the
click stream right and that’s what I was talking about when I went to j.crew
right I was telling you I was a man now maybe I wasn’t maybe I was someone else
and I was buying gift for a man but I was telling you what my interest was
right even if I wasn’t telling you just about me but I the more I clicked in if
I went looking at tennis shoes or something else I would tell you what I’m
interested in right the click stream tells you about me right now here’s the
question if you had a person right who you know read an article and that linked
them to your product and then they went and put it in the cart and saw the price
and and then they said no I’m done compared to someone who goes to your
site search his first specific product finds it as it’s a cart and then doesn’t
check out would you because both of them abandoned cart would you treat both
those the same and and the answer should be no right organic buyers are more
valuable than researchers there are people who browse they seem to want to
just be up to date on the latest stuff they’re depending on who’s coming
someone who is like oh no I read something about yours and I want to buy
it and I’m moving through then I get distracted is very different than
someone who’s like I’m just I’m just you know searching and and looking and
what-have-you right or I’m googling all the time and
I’m opening up tons of tabs people who have no expression of intent right or
people who have low expression of intent because they’re just researching they
come to your page over and over and over but they don’t buy anything right and
not only coming to one product page but they’re going to lots of things so
pulling in lots of data um they they may be telling you that they’re at the very
top of the funnel right getting information but they’re not at the
bottom funnel ready to buy you would treat people at the top of funnel and
people at the bottom funnel differently you would right yet for the most part we
don’t okay the whole point of segmentation is to understand groups of
people that are like each other that you can then target directly with better
designs and better messages if I’m at the top of the funnel if I’m just
collecting information are you creating opportunities to move that segment of
people off to another place where you can aggregate them so that you know who
they are right just via the click stream right if
if I were building a site and I had a landing page that had a product on it
that I’m trying to sell you at the very top I might introduce not just the
button that is the hey you know you want to buy click buy now and go straight
down to the bottom where you can buy it I might have a do you need more
information do you want to understand more are you just getting into the space
some other button that moves everybody over there by them clicking on that
button I’m using the click stream to tell me something about them and if
everybody aggregates over there then I can say all the people that came over
here I want to treat them differently than the people who came to this landing
page went straight down and started choosing the variations of the product
to buy those are two different segments right segmentation is critical and
segmentation isn’t always just after they’ve given you their email and
everything else you can actually segment people based on their behavior right so
we were talking about that that hypothetical store right or that that
actual store with with some data that I was having you think about this is
another store right different different dynamic this store right
I look at a specific segment of people right big-ticket spenders these are
people right who are five percent of my total customer base right but well
they’re 4.8% but you can see that right five percent of my customer base but
they generate almost seventeen percent of my total revenue and their average
order is three for this segment isn’t this an important
segment of course it is right and whether you use a tool to do it or
whether you are pulling the data yourself and separating out the main
point of this is there’s a 5% group people in this case 76 customers who
function differently than everybody else who spend differently than our videos
who are worth a different mountain everybody else shouldn’t I treat them
differently shouldn’t the emails they get look different and everybody else my
wife and I got married in Monterey Monterey California that’s in Northern
California I now live in San Diego which is Southern California but at the time
when I lived in Northern California every time the particular hotel where we
you know negotiated to do some things related to our wedding when they were
doing a deal they would send me enough but that hotel would send a note with
some they were using some data right they knew who I was background how much
I’d spent with him etc so their email would say you know it’s isn’t it time to
rekindle the romance of when you were here last or what you know something
something flowery but it was with a deal and I either would or wouldn’t make the
purchase decision within the first two minutes of getting that email it would
pop up and if they had a deal and it was in a time line where I knew my wife and
I had some time to go down and revisit Monterey and spend some time there a
couple days and just and just enjoy ourselves right
I would I would hit buy right away or if it didn’t work out the time line I would
just close it right away but they knew I wasn’t gonna make a decision three days
later five years later ten days they right um so what happened well
mysteriously I started getting a second kind of email or an email that was a
flash sale email right one of those like we haven’t we have a last minute
promotion we have a few units left but you have to make a decision today right
now I thought they’re sending this to everyone so I called a friend of mine
who on two occasions had come down to Monterey with us
on one of those where I clicked and said yeah let’s go I called my buddy Steve
and said hey Steve do you want to join us bring you and your wife and let’s go
down tomorrow right he’s like cool we love mummery so I knew that he had
booked multiple visits with us at the same time they who knows if their system
even had the fact that we were together right the we had come down together so I
called up my buddy Steve and I said hey are you getting this this you know
flash-sale it’s like I don’t know what you’re talking about
right they were treating me different than my friend Steve because of how much
I’ve spent because of how quickly I made a decision because of potentially the
kind of unit that I was booking right they were treating me differently the
message the email the content of the message right and how often they sent
all of that was different because they were like hey this is one of our bigger
spenders let’s go after him and see if we can push him up I’ll tell you this
most time we tend to think how can I get people who haven’t bought to come back
and buy and by all means we should right that’s a segment that you should spend
time with but the better segment is the people who have shown a propensity to
buy from you seem to buy again buy something different buy something more
right by something more often the people who have already said I like you I trust
you I want more of your stuff how do you get them to buy even more okay so what I
want to do today is walk you through some segments to consider so here they
are right some of these you’ve heard of some of these you’ve thought about some
of these maybe you have the ones that I know for a fact you’ve heard of is the
first one in the last one right first purchase by all means you know that if a
person has never made a purchase with you before you don’t have their email in
your system until now right you can send them a follow-up and give them a coupon
you can invite them back you can give them a phone call right you can do lots
of things because you know this is their first purchase
you can also do that with second purchasers and whoever else right but
first persons you’ve heard of cart abandoners you’ve heard it right we’ve
we’ve all heard right people abandoned carts about saying first at the time so
we’ve all talked about it because there’s a nice easy lift if you pay
attention to them people who abandon a cart right they didn’t finish the
transaction for whatever reason you can go back and chase them down right now
here’s the beautiful thing about cart abandoners is they didn’t all leave you
because of something right or because of something you’ve done right they didn’t
leave you because of shipping although that is a big reason why some people
they go oh I didn’t realize it was gonna cost that much to ship or I didn’t
realize that timeline was gonna be that delayed but sometimes they just don’t
close the deal right they get interrupted in life and they move away
or it’s still I am tab they’re still part of doing it except they have 14
tabs or 18 tabs open and they didn’t get back to it right so how you follow up
with them and what you follow up with them with right you don’t necessarily
have to send them a coupon to get them to close the deal right in the early
days that’s what people did right we just said I’m gonna send you a reminder
that I’m gonna send you a coupon the most recent dynamic we’ve seen and
it came out in a study recently that that I saw that was the on the seventh
day right mana Tate didn’t a different study last year that was people will not
come back to your site you know if the first time visitors if they don’t have a
reason to after seven days they won’t they won’t come back right like you’ve
lost them for good so seven-day was this line where these other guys were sending
on email and what they were sending on the seventh day was simply hey we’re
gonna empty your cart like no harm no foul
we’re just gonna empty your cart you think okay I mean I I left so who cares
except people were using the cart as a to-do list like I’m gonna add that in
and then okay I’ll come back to that I don’t want to make a decision a rash
point I’m or I need to go check on something else before I come make a
decision but it was their to-do list and by emptying the cart you created you
were basically taking an eraser to there to do this right and and ripping out and
so people said oh oh hold on a second I gotta click this thing go back and
finish my deal so you’ve heard first persons you’ve heard of car
banners let’s talk about a couple of these others right big spenders this is
the group of people whose average order value if you took every person and took
all their orders and then averaged what the average order value was for them and
then took all their all the people and their average order value and rank them
from best to worst the top 10% are your big spenders the top 10% the people who
on average spend the most with you those are your big spenders your VIP shoppers
slightly different right these are total spent so not average spend but total
spent so maybe like my wife would win one of these prizes at Target she goes
to target all the time she never spends a lot of money so her
aov would be low but her total spend at Target would be pretty high all right
and you go okay uh and by way my wife doesn’t buy for herself right she just
buys for our kids she loves our kids she always I just have to tell you that
because if not she’s gonna see this and go why are you talking about me um she
doesn’t buy herself but she buys for our kids
she’s always buying for our kids and if you were to take the total spend that
she’s had in that store over a year over multiple years we might be close to the
top of that right um you want to take the top ten percent based on spend those
are your VIP shoppers I typically do it in the span of a given year now your
most active customers are different your most active customers the people that
come the most often right maybe you define it simply as people
who’ve made three or more orders right if the average number of customers only
do one or two orders and now you’re like hey people who do three or more those
are seriously active in this case it might be less than in the case of
looking at one of our stores less than two percent of the customers had made
three or more orders but they brought in twenty four percent of the revenue
of course I want to talk to them right I mean so I’ve I have a buddy who runs a
very successful and one of the largest cigar lounges in the country
and he lives in Houston and the thing about my buddy Jorge is if you walk into
that store and he’s ever met you before and you’ve ever introduced yourself with
your name you walk in that store it’s like the old I would make the reference
to Cheers here except that some people don’t even know that Cheers was a TV
show back in the day but it was um you’d walk in the door and Jorge if he’s
anywhere in the store would look up and be like hey Chris great to have you back
how you doing you’re like how did he do that I hadn’t been here in seven months
and that was the first time he saw me when you feel known when you feel
connected when you feel important right you spend more so of course it makes
sense for my buddy Jorge and it’s a pretty good gift yes right to remember
every single person’s name right and to treat people even if God forbid he
doesn’t remember something he still remembers their whole life story right
so you walked in and you’re like hey I haven’t seen in a couple months but last
time we were you were here your sister was in the hospital how she doing and
you’re like oh my god this guy really cares I’m gonna come back I’m gonna
choose to go to that place over other places because I feel like I’m known and
cared for there right so paying attention to your active customers is
critical and then of course there are people who are coupon lovers what’s a coupon lover right people who
use coupons I have a buddy named Seth I’m not gonna tell you his last name
because I don’t want to out him but Seth will spend 16 of his most valuable hours
getting $100 off coupon write a code that works even though he’s worth so
much more like per hour that he should basically just buy the most expensive
item and not worry about it all and he’ll still save money his time is so
valuable and yet it doesn’t matter for him he’s always looking for a deal he’s
always looking for a coupon code half the coupon codes he finds he goes to the
store and they don’t work so he keeps looking but he burns hours and hours
I don’t know if he’s ever made a purchase without a coupon but you know
what else is nice about people who all make purchases with coupons they’re very
easy to trigger to make another purchase we’re the coupon all right
so these are different groups people these are not the only segments of
people but these are different segments of people that you could isolate based
on data that you know this is not complicated data right data that you
know group people into here and then say what do I do with them right so we uh we
use a liquid web we use a product called glue oh I firmly believe that glue dot
IO is the best analytics reporting platform for e-commerce stores ever
period game over there’s no one else who plays
at this level one of the reasons I love them is because they create all of these
segments and a few more right all out of the box automatically you plug in your
WooCommerce store to glue dot IO and it will do all of the work for you and it
will show you total customers in the different segments the orders the
revenue the average order value and the lifetime value they’ll do that plus you
can go into any one of these and get the action you can get a list pull them out
and put them in your MailChimp or Constant Contact or anything else right
and start emailing them this is absolute incredible when I talk to people about
segmentation the most common thing I hear is who do you sing it on like we
don’t even know what Simon’s to create and I showed you just now several of
them but the truth is there are others here right there are others and glue
does this on record now if you host your WooCommerce store with liquid and our
standard and manage our standard WooCommerce plans you get this
automatically it’s three not not in our basic plans but in our stand plans you
get this oh my and it is not inexpensive right if you go to them directly you’ll
find ooh this is for serious store owners you go yeah but we made a deal so
it’s just part of the price so um where you might spend two hundred eighty nine
or $399 a month a glue dial directly or more right
including in our I think our lowest pie is 249 right that’s included there so
you’re like wait that’s backward math and you go yes it’s crazy but we made it
happen right but you don’t have to use Glee right you can do this on your own
you could tag customers you can tag them in your email or your CRM systems
convertkit MailChimp activecampaign agile CRM you can do it with an
integration using a product like don’t you fusion right so here’s dopey fusion
it says hey when someone buy something right
can you please create a new contact in my email system in this case it’s
convertkit right so but they have to be in the role of customers so not when
someone leaves a set you know leaves a comment not when someone signs up so
they can get Axum when they buy something on the site they get tagged in
this customer and then using that I want you to sign the segment in this case
segmentation new customer right so when you create a new customer giving this
tag right and so if you fusion will do that for you right they will do the
integration between your WooCommerce store and your CRM or email system
that’s one part of it right then if you’re using something like beaver
builder you can go into beaver builder and you can say hey uh display this
heading right a particular heading that you’re doing display it and only display
it based on this tag right so for example if not if they have the new
customer but if they have they are a category spender meaning they spend a
lot of money in a specific category and that category is bags right then show
them this title instead of the other titles right so that’s amazing because
now when someone’s navigating through and interacting on your site
since when they log in or when they come in and buy something and they’re already
logged in as they’re navigating through things guess what they’re carrying their
tags with them and you can use that integration with the CRM pull those tags
up and then use it in something like beaver builder to basically display or
hide based on your tags it’s awesome ok now what I want to do is show you
several different things you can do once you have some of these segments okay so
let’s get into it you can change the homepage based on customer tags or
on-site behavior this is what we start time with at the beginning right so this
is Urban Outfitters completely different store than when we
started with j.crew and at Urban Outfitters I did the same thing when I
first landed there it was mostly women then I clicked into men’s went down into
men’s clothing pants activewear shoes whatever and then I went back to the
home page right and you’ll see I’m at the home page because it says no whoops
it says Urban Outfitters calm and then ref logo meaning I in order to get back
I clicked the logo right and look what happened on the home page everything
changed it was it’s all men’s stuff right because my clickstream said
there’s a good chance my interest and/or my intent was to purchase male stuff and
they went okay on-site behavior gave me what I need to
know let me change my homepage right now sometimes you go wait how are you gonna
do this so here’s a simple way to do it right if you’ve ever heard of a product
called right message right message lets you do a lot of stuff with pop-ups and
the the call to actions right but one of the other things that lets you do is do
segmentation right do segmentation and in this case if you visit a certain page
right then I can tag you right as a noise canceling customer or tagged you
with something else based on what you’ve done right so if you if you visited here
or if you came with the URL that had a reference on it or if you if you have a
particular slug in your path then hey I can tag you this way
and I can tag it as the you know what was the last thing you looked at or I
can tag it as the most common thing you tagged out whatever so here’s what
happens right you come to if this is a fake site you come to the site and it
starts with hey we sell all the best have
but if you spent time clicking on Bluetooth I could show you a completely
different photo with a person who’s wearing Bluetooth headphones and I can
say these are the headphones you want right if you click the lot on noise
canceling right I can take you to the same homepage but change the image in
the background put on some noise canceling headphones
and say hey get the piece you want now I’m selling peace instead of a headphone
who wouldn’t want to buy peace right so I can change the image I can change the
text and I can do it well if you notice here right so that I oh right so they
alright so this is the same domain name I’m not passing anything on the URL
string right I’m just changing the hero image based on your previous clickstream
based on what you’re telling me about your interest or intent right now
another thing you can do if someone is a big spender or a VIP if they have
basically told you I spend money right I am someone who has a high average order
volume I have a drawer of value or I have high total or lifetime value right
uh if I’m a big spender VIP why wouldn’t we when we are spinning up a page right
when we’re clicking and we know they are why wouldn’t we give them this order by
price descending put the most expensive products at the top I’m not doing
anything different I’m not putting a red box around like saying this is the one I
want you to buy I’m just saying listen if you’re gonna buy sewing machines and
I happen to know that you’re a serious player I’m not gonna start with a thirty
dollar sewing machine I’m gonna start with a $3,000 filling machine you can
still scroll I’m not forcing you to do anything but just by appending
something on the URL string I’m going to change your experience I’m gonna put my
best products on top what about pressure right well people
who research people who browse a lot they sometimes need a little more push
so here’s what Expedia does right when I’m looking at a particular I was I was
traveling to New York recently and I went to look at this page and I saw it
right away I went this is brilliant right 60 people are view
this room this property right now 74% of the rooms are booked these little data
elements nothing would harm this page if they were not there right but if I show
them to the right person they may be more inclined to click the reserve
button than if I didn’t show to them so I can choose when to show to him right
based on who they are based on their segments what about coupons right
we know that coupon lovers love coupons so what can we do right well there is a
little product right called Ahoy which is a user hoi calm and based on what
they put in their cart based on what items are in their cart based on how
many things are in the car I mean the number of options that Ahoy gives you
for e-commerce is insane but based on their activity based on what they’re
doing you can say hey let me get you a coupon right and if they don’t do the
behavior then you don’t have to give them the coupon at all right so it’s not
a let’s make sure that this coupons avail for everybody
it’s a targeted one which also means you can target your target your text right
this is a divvy space this is the Correa’s doing a divvy discount right so
you go yeah makes makes perfect sense and then of course we talked about cart
abandoners right cart abandoners people leave for a lot of reasons but we know
is if you don’t bring them back within seven days they’re not coming back right
so how do you bring them back well we went and looked at a bunch of different
players there are a lot of players out there we like to chill the best and so
we integrate Jill with all of our plans for WooCommerce but what’s really nice
is you can create and it’s totally custom that you can create a for email
chain right and you can just say hey I want to do
there’s an email for me then hey did you forget something then we’re still
holding this for you in case you want to we could even put a coupon in there and
then hey we’re gonna empty out your cart right it’s gonna expire and we do that
two hours after they left a day after they left three days and then seven but
you could change all that right you can change that however you want you control
everything about what gets sent how gets sent what’s in the content of what he
gets in but it’s incredibly powerful it links up to your route commerce store
automatically and so it’s monitoring all the different stuff and we’ve seen lifts
of twenty and thirty percent simply by implementing a solution for
this segment of people which our cart abandoners right so this is another
thing you can do right and what we’re doing is we’re just walking through a
whole bunch of different segments and saying what are you doing with them
right now here’s the beautiful thing with cart abandonment you don’t even
have to do a discount on the actual product right you could do a coupon for
related products right so I you know a couple years ago I worked with a company
that was they were selling camping gear I think it was and one of the most
interesting dynamics was if you had put I think it was a lantern in your cart uh
and then you forgot you you left it right you didn’t close it out they
didn’t send you a coupon for the lantern they’re like you already expressed the
intent to buy the lantern so I don’t have to worry about that what I’m gonna
do is I’m gonna send you a discount coupon for batteries right and
particularly the batteries that work with that lantern so I think they were
like saying the you know D batteries the big ones and they’re and they’re like
edge twenty percent off on all the batteries that you want to buy and
people go oh batteries I’d I need those for the lantern oh I didn’t finish lanch
and they come back now they bought even more right they bought the lantern at
full price and then they bought the discount set of batteries which the
batteries had high margins so everything was perfect right there’s a lot you can
do and Jill doesn’t lock you into a certain way you do it there’s a lot you
can do with Jill or any other player to say let me make sure that I’m
chasing down my cart banners and making a compelling offer for them and then we
talked about repeat buyers and this this one is a you know this is a little more
work right but what I’m showing you on the screen is a convertkit automation
right convertkit is one of the newer generation of solutions that works with
you know you just about any CMS integrates with a whole bunch of other
players to lets you create these automations that have a visual workflow
to it and and what i and i use it right so what i did was i said hey if you buy
if you if you currently make a purchase right and and you used to have write
zero before this right so i have a custom field in my in my flow for you
know for all my customers if that custom field of total persons is at zero and
you made a purchase I’m gonna now set your total purchases to one but if it
isn’t zero I’m gonna set your total you know let’s say we’ll do another if was
it set to one if it is I’m gonna move it to two right and then you can do it
three and once you get to its three I can add a new tag which is the repeat
buyer right once I have the repeat buyer I can say ooh based on the fact that
they have a repeat buyer tag send them these coupons right um but you you can
do with convertkit or anyone else you can send out emails based on any tags so
for example if I have a VIP tag or a big spenders tag in a system like this I
might send them a note to make purchases earlier than everybody else right so
what so imagine that I have a store and that stores I’m gonna I’m gonna release
a new shirt right the new shirt has sizes I’m gonna released a new hat but
the Hat has sizes so I know that if I release it with everybody different
people are gonna show up first whoever’s available and they’re gonna buy some of
the main sizes and then my VIPs are gonna get there and they’re gonna be oh
the large is sold out so what do I do I create the page I have
the product page I have everything set and then I put password protection on
the page right and I send the password only to my VIPs but I say hey for the
next two days the only people who can get in here are my VIPs you go and you
get your first choice of your size make sure it goes out with you if we’re gonna
sell out a large as I want it to be among my VIPs and then two days later I
removed past protection and I make the launch and I let everybody else know
they can come but of course I’m down X number of larges because my VIPs bought
them first you can do anything if you’ve tagged your customers if you know the
segments and by doing that by having the tag and knowing this segment you can
create offers that then help you sell more which is the whole point of what
we’re talking about today right when you understand your segments and you have
them tagged you can send them better messages you can send them better offers
and both those things will drive your revenue up so basically what am I
telling you your mom is wrong you shouldn’t treat everybody the same some
people especially in the e-commerce world are worth way more than other
people the real trick is the segment as many people as you can and then treat
each one of them as special that is something your mom would approve of my
name is Christina like I said I work at the cool web or VP of products if you
have questions now I’m gonna check out our little question space we do have a
couple minutes we got four minutes to go before we wrap this up and so if there
are questions there I will tackle them and if not then we will just move on so
I see here in in one of the chats right the question which is does this
segmentation is it specific to WooCommerce in the end sort of that of
course is no right what we’re talking about in terms the e-commerce
segmentation it can work with anyone any kind of e-commerce so if you’re on
shopify bigcommerce whatever segmenting your audience understanding what they’re
buying what they’re doing the reality of these different segments
is that they exist on any platform right if we go we go back to our segments
where were we back here here right these people are not specific to a platform
all right I see another private chat question which by the way you can use
the question area to write then then we see in control management from there but
in the in the this this question is for something like glue or anything else how
is it working with the WooCommerce database what’s happening is the
WooCommerce data is getting pulled via the API out so it’s not it’s not 100%
real time right it’s pulling it out depending on how much traffic and and
work you’re doing on your store but it is pulling it out and making a copy of
that data into glue into our data Mart where we can slice and dice and do lots
of stuff now some people will go oh I’m not sure I want that and am I asked you
is yes you do because if you don’t do that if you just do reporting against
your WooCommerce database every tree every sub optimal query every research
question you have is actually hitting and holding the data hostage in the
midst of that query to that database which means it’s going to slow down what
people are doing when they’re trying to buy you don’t want your internal
questions your queries your little like hey what happens if or how many people
have bought this in the last this many months and you don’t want that to affect
your stores ability to close deals right so we take all that processing off of
the site and some of these things can get complicated right when you want to
say hey four big spenders take all their orders then take the average order value
across each customer then stack rank the customers and then take me the top 10%
and give me that data if you were trying to do this against the real-time data in
WooCommerce you would slow everything down dramatically you don’t want to do
that that’s not good for your store so we do it off the store and that has no
performance impact on being able to do you know a high performance high traffic
store I don’t see any other questions in here
so with that I will tell you this has been recorded and we’re very excited to
send this out to you so you have it you can come back to it
look at it later we think of you implement many of these things you will
get to a place where you say wow actually I did Drive my revenue up I did
see growth because of this webinar and that would make us thrilled you can
always send us a note back and let us know how it did so with that I will let
you go my name again is Chris Amma I’m at liquid web where we’ve built a
dedicated platform for your WooCommerce stores take care

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