How to create an activation journey like a boss
In our previous article, we have made the entrance of engaging with the users. So, this time we will be talking about the activation of a user in detail.
However, before coming to the point: “Let’s give the discount and convert them all” we need to understand why is the activation important?
Almost all e-commerce companies are having acquisition(Google & Facebook Ads) budgets which is the big chunk of their budgets, but they fail to focus on or ignore totally acquisition.
To be margin positive, marketers should have 2.2 transactions (Apparel), 2.4(Beauty & Cosmetics), 2.7(Electronics) per user in a year. You can see lots of companies are failing to activate and even bankrupt.
More traffic does not mean that you will succeed. You may seem successful in revenue but not in profit. So not long after, you will face with How to enable the first purchase more how can I make users but more or repeat buying from your platform.
It seems two simple questions and the answer should be easy, but it is not. So, what marketers start doing:
- Start Collecting User Behavioral Data: You need to make sure that you have proper Analytics integration together with all funnel interaction and check-out integration.
- Understand User Behavior Before Making the First Purchase: You need to know the first visit to purchase time, what kind of opt-ins you need, what will be the most valuable signs of purchase(add 2 carts, the number of visits in a specific time period, and many more) then you need to qualify the users.
Can we bribe the user to buy from us? No, but we can incentivize them. So far, we understood that we need data. We need a strategy, and now we come to the point which is the nightmare of marketers: “Project Management & Implementation”
- Inhouse vs CRO & Marketing Automation Vendor: We need to understand how will we implement the strategy? In most cases, marketers go with a vendor. We will discuss this point “How to choose best CRO & MA tool like a boss”
- Understanding the Vertical needs and Providing Solutions: If you are an electronic retailer you have a big increasing CAC issue. CAC is one of the most important parameters where companies first look at it. We will take a look at the Vertical needs and Solutions in upcoming blog posts. Let us know what to get first here.
- Makes Things Simple: First, with an external vendor like SalesForce, Adobe, SyneRise, Exponea, Insider, Quarticon, and may more or with your in-house development team, you need to start removing all the unnecessary steps of Registration and First purchase. Users are getting more sensitive about the data that they share every day.
- The Team: When you think of Data Collection, Analysis, Vendor Selection, Strategy Generation, Integration and Implementation Management, Insights, Iteration, you need an entire marketing team. So, this is the time where companies like 3WL change the fate of marketers and do not let them fail in enabling the first purchase!
3WL is a conversion optimization and marketing automation consultancy company that will help you with:
- 15+ experience in solving acquisition challenges of retailers
- Broad knowledge in vendor selection from OneSignal to SalesForce, SyneRise to Insider.
- Audit and Creation of AARR journeys.
- Integration and Implementation Management
- Optimization and Iterations
- Data and Reporting
All in all, the acquisition is not an easy game that you can tackle in a couple of days. So, instead of trying to solve with inexperienced customer success managers offering what everybody knows(Welcome Emails, Cart Abandonment Emails) let 3WL experts guarantee success with more comprehensive and data-backed journeys.
Next Article: How to create a revenue journey like a boss!