Before starting my article, I just want to be clear on the points we call the terms different from performance marketers as CRO experts.

When CRO experts call acquisition, it is not a website visit like performance marketers call. It is a subscription that we expect in the following channels:

• Email
• SMS
• Web Push or App Push

These are the main channels that mostly we expect when we call a user “Acquired”. There are also newly developing channels like: WhatsApp, Facebook, Telegram, Line, WeChat, etc.

Paid Channels like Google, Facebook, or Yandex we call them casinos and casinos always win!

When you have the user on your web platform, the pixels of these platforms track the user but do not give any information about the user. So, your dependency even increases and tells that use remarketing, increase bids, give more discounts, use AI-backed algorithms. 

However, when do we stop spending less money and start being margin positive? Ad Channels do not want that!

So, in order to decrease the dependency of these paid channels and speed up being margin positive, you need 7 fundamentals all set and start rolling up:

Understanding User Personas:

This step requires Product/Category/Content affiliation to create user groups and product relations.

In order to, understand user personas, you can use the resources below:

• Analysis: Taking a good look into your analytics tools. Working with an expert to justify areas where you need to plug leaking points of your funnel.
• Segmentation: Creating user segmentation based on your vertical. For instance, Beauty & Cosmetics is way more different than Home & Deco. So, you need professional support at this point too.

Once you define your segments and understand where are the problems in your funnel you should continue to the next step:

Modeling Purchasing Behaviors:

Every user must be having a tailored experience to engage with the platform in 99% of cases, users do not make a purchase but leave big information to leverage in the future.

To make sure that users are having a fully personalized onsite & offsite experience, you need to align with your marketing automation goals. So, you need the following points ready:

• Strategy: Implementation of optimization ideas the most important where the vendor & in-house fight and Marketing & IT department starts a big fire. You need professionals to decide which vendor is the best for your future needs.
• Execution: Implementation of the Integration & Managing the Strategy with expert knowledge.

Last but not the least, you need to know how and when a user makes a purchase as in the example of the DIY vertical below:

Delivery of the Personalized Experience:

Imagine that you needed to go to an offline electronic store, and you talked to a sales clerk about buying a Television. However, you left the store w/o purchase. After an hour, you went back to the store, the same salesperson asked “Would you like to consider buying a coffee machine? We have a 10% discount on all category of coffee machines”

Do you feel the awkwardness of the situation? To be honest this is what in most cases marketers do. They all show the static content to their users, even they have the data on their hands. Why is this happening? The answer is simple: Noone is brave enough to do this!

Being Patient:

What is expected from CRO experts is to double the conversion rate in a month. You have to be patient. You have a platform 98.5% of your visitors do not make the purchase. You have really big problems while users experiencing their journeys.

If you look at the AARR principle, you have to keep properly communicate during the whole lifetime of the user.

You have to give the right message to the right users and at the right time.

If you are looking at the CRO & Marketing Automation projects like dispatching an SMS with a discount code. You have a lot to do!

Talking to Customers:

If you were running an offline store and if you are having 100 visitors but 1 of them is purchasing, you would ask the question why to your visitors.

However, you are not seeing them doing this, but in most cases, they leave in front of the cashier. You would go crazy if you have this offline.

You have to direct surveys to your customers. The customer is the biggest asset to your survival. 

• You do not understand them. 
• You do not communicate with them.
• You do not tease them.
• You do not care after the transaction.

All you have done so far is trial and error of some stupid so-called personalizations like: “How Many People Purchased” and in most cases, it does not work. Because you do not have any insights, you do not have any idea but doing something new

So, marketers need a data-driven strategy provided and implemented by professionals.

All in all, when you look at all points that I have mentioned above, you need an entire marketing team to be recruited.

However, as 3WL with proven 15+ years of experience in total, expertise in almost all verticals, and worked with vendors, we can provide the ultimate experience to set your Marketing Automation Strategy and Optimize Your Conversion Rate seamlessly.

So, you can have your free audit and strategy here!

Next Article: How to create a retention journey like a boss!