Marketing Automation Strategies that Increase Conversion Rates

Throughout the past years, marketing automation solutions have become increasingly popular. More and more people working in the field are becoming truly invested in automation techniques that make marketing faster, easier and more efficient than before. 

What Exactly is Marketing Automation?

In brief, marketing automation implies using software to automate manual marketing processes, especially repetitive tasks such as emails, social media posting etc. 

According to a study conducted by Emailmonday, roughly 51% of companies use marketing automation and more than half (58%) of B2B companies plan on doing so. 

Knowing how to incorporate automation into your marketing plan and what tools to use could really take your business to the next level. In this article we’ll talk about automation techniques that drive conversions, so keep reading!

1. Personalization through Dynamic Content

Dynamic content helps you create a more relevant and intuitive customer experience. Powered by artificial intelligence and machine learning, this is a great way to personalize content and address each user in a unique way. This way, you’ll be able to meet visitors’ needs and desires which will lead to a higher conversion rate. 

The power of personalization is greater than you might think. Studies show that only in the past year businesses lost $756 billion caused by a lack of personalization. 

You can use dynamic content to increase conversions in a multitude of ways: personalized product recommendations, dynamic banners used in remarketing, dynamic search content with  autocomplete and autocorrect features, personalized emails and more.

2. Creating Drip Campaigns

Drip campaigns are a set of marketing emails that are sent out automatically on a schedule. They are based on the customer’s online behaviour. For example, if someone signs up to your newsletter, a welcome message is sent to them. 

In the same manner, if another person views one of your product pages, you can follow up with an email containing details about the product and, ideally, a discount. 

Sending the same message to your email subscribers is not only ineffective, but it’s also a waste of resources. It’s better to tailor the content based on each customer’s behaviour. You can do this by using an automated email marketing tool – it will make your life a lot easier, trust me!

A user that truly feels he’s getting special attention from a brand will become a loyal consumer and he will implicitly buy more. 

3. Lead Nurturing with Tailored Follow-Up Messages

New visitors are not always ready to buy your product. In fact, this rarely happens. They’re just prospects whose future actions ultimately depend on the conversion strategy you’ve implemented. 

Leads that aren’t yet ready to buy need to be nurtured through dynamic content that is tailored around the specific needs of each prospect. According to Forrester research, companies that have used lead nurturing strategies generated 50% more sales at 33% lower cost.

When running a nurture campaign, your goal is to get a new lead to go through all the steps in the conversion funnel: from the awareness stage to the consideration and finally to the decision stage. Use personalized content to nurture them into making a purchase. 

For instance, if a lead visits a section on your shop which features leather boots, you can target him with relevant content. Why leather boots are a better investment than synthetic boots. 5 Great Advantages of Leather Boots etc. 

With the right automation tool, you can automatically segment each lead and nurture them accordingly. 

4. Feature Relevant Products Using Location Data

Say you own a clothing shop and you offer a wide variety of apparel, from winter clothes to summer outfits. You ship worldwide, so you have customers visiting your website from all parts of the globe. 

A nice thing to do would be to use location in order to showcase relevant products to people from different parts of the world. This way, if you’re a prospect living in a warm climate, you’ll see promotions on sandals, dresses, bathing suits etc. 

Likewise, if you’re in a cold climate, the products suggested to you would be winter jackets, waterproof boots and so on. 

You are thus creating a tailored website experience for each person visiting your shop. And we all know that a smooth and relevant user experience often leads to an increase in purchase rate. 

5. Marketing Automation Tools for Small to Medium Businesses

The strategies we’ve presented so far are customer-oriented. It would be nice to talk a bit about automation tools that help marketing teams streamline their work. 

There are various softwares available online that can increase the efficiency of marketing teams in multiple ways. 

For instance, Hubspot helps marketers build and modify websites without the intervention of a developer, Klavyio offers email automations and deep data segmentation among other things, and so on. 

Since most people focus their marketing efforts on social media, PPC, and email there is a variety of automated solutions available in the digital space. However, conversion rate optimization is equally important. Everyone working in the field knows that the work of a CRO specialist is complex and diverse. Therefore, it would be great to have a software that does part of the job for you. 

Ontrack Analytics – The Ultimate CRO Automation App

Following this logic, our team created Ontrack Analytics – an app that helps CRO specialists  develop CRO audits easier and faster. It’s also a great asset for small to medium shop owners who will learn to better manage their budget by fixing the issues in their conversion funnel, increasing sales and reducing ad spend.

What we love about our app (and we surely hope you’ll do too!) is that everyone can use it. It allows users to access complex Analytics reports which come accompanied by explanations, as well as improvement tips. This makes the information accessible and easy to understand by anyone – marketer or not. 

It’s an intuitive and user-friendly app. And this is because we really want you to drive value from it, take what you’ve learned from using the app and put it into practice. Use the data and insights you’ve gathered and make well-informed decisions to grow your business.

Transforming data into stories is what we do and we’ve taken this ability to the next level. We’ve created an automated marketing solution for each marketer or store owner who wants to gain a better understanding of user behaviour, increase sales and reduce ad spend. 

We’re getting ready to launch our baby, so if you’re curious to learn more about the app and its features, join the Pre-Launch list now and use it free of charge! We rely on you and your honest feedback to help us get better. We have more surprises up the sleeve and we’d love for you to be part of the story!

By Cristina Neagu

I am a CRO specialist with a focus on consumer psychology & behaviour.

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