The customer journey doesn’t end when the customer leaves the website. You must continue delivering value after the visit and even after the purchase. Effective email recommendations complete customer journeys by connecting the last touchpoint, be it a Google search or a paid ad, to actual conversions. Relevant recommendations included in email marketing campaigns can increase customer engagement and encourage visitors to revisit a website again and to purchase products or services.
Frosmo Email recommendations allow marketers to extend the use of the Frosmo Platform beyond their websites. You can segment your visitors according to their interests, browsing behavior, recent purchases, visit source, and more. Getting recommendations for popular products, visitors are likely to convert and existing customers are more likely to purchase again. Effective email recommendations can significantly boost average order value and increase click-through-rate (CTR) by up to 300%.
How do Frosmo email recommendations work?
In the Frosmo Platform, an email recommendation is a piece of dynamically generated content delivered through an email which can display two to three products. The product displayed is technically a static image created by the Frosmo Platform and displayed in an email. The image features the product image as well as product information, such as name and price. When the recipient opens the message and clicks on one of the images, the link takes them to the corresponding product page on the retail site, where they can see more details about the product.
Frosmo Email recommendations can be easily implemented and require zero coding skills when there are recommendations already configured for the site. You can include email recommendations to any type of email you send to your customers. Here are some common examples:
Welcome email after a visitor has registered as a user
Newsletters or other regular emails
Order confirmation emails
Frosmo Email recommendations include built-in tracking that allows you to check the most important KPIs at a glance in the Frosmo Control Panel. Watch this video to learn more about how you can extend the use of the Frosmo Platform beyond your website, into the marketing emails you use to communicate with your customers.
Website personalization is incredibly important. We all know that customers are more likely to buy from an online store that provides personalized experiences than from one that does not. Personalization is the core part of the experience that online businesses provide and aims to perfect the customer experience. Recommendationsremain as one of the most powerful tactics to personalize product pages. Using recommendations on product pages aim to increase average order values (AOV), but also to keep the customers in the sales funnel.
Why personalize the product page?
First, it’s important to understand how a customer arrives at a site. Data suggests that about 20-35% of retail website traffic lands on product pages since most people shopping online use search engines and follow ads. Hence, a product page is often the first step in a customer journey where they spend the most time browsing and choosing the products they want to purchase.
People who land on product pages have a clear need they are looking to fulfill, so this presents a good opportunity to begin a great relationship with them. Personalization on product pages enables retailers to reach out to customers in a way that directly and precisely meets their needs and desires. It’s about giving your customers more power, and reasons to come back for more. Product pages are also an important part of SEO and SEM, and getting the best out of product pages will improve ROI of your campaigns. Personalization on product pages, combined with SEO best practices will improve the site’s visibility and ranking on search engines and will put it on the fast track to success.
Product pages have a significant long-tail impact on your business through products that are not best-sellers and usually not visible in standard recommendations. A clear strategy in personalization will keep you focused on your goal: whether to offer complimentary items to increase the average order value, or whether to offer alternatives to help improve conversions. Most companies use a hybrid of strategies that can be A/B-tested to achieve the best of both worlds. Typical goals for product page personalization
Aim for more product page clicks, views, conversions, and reduce bounce rates
Make it easy to view all comparable products in the category
Enrich product information with other useful insights
Create trust and affinity by presenting relevant content to start the customer journey
Present more options for customers who land on product pages
Recommendation strategies on product pages to maximize your success
Make sure you have the basics of a product page covered
A great-looking product image on a white background that loads fast, with easy clicks to the next image and as many product images as are available
Price should be seen immediately and clearly, with discounts highlighted, in numbers and percentages, if possible, also in the corner of the product image
CTA (add-to-cart) should be visible and as high as possible, and sticky on mobile
Delivery information is crucial so it has to be clear and visible
Product rating and reviews by other customers, options and very short description next to the image on the desktop, below the image on mobile
Further product information
Leverage the powerful features of a product page
Links to the product catalog or information and other product reviews around the web
Additional recommendations: complementary products if available,
Information about your company and why to choose you
Customer images and customer videos
Articles, blog posts, other content about the product
Sense of urgency or fear of missing out on some features, for example, prices or free shipping available only at a certain time, or only a limited number of products left
Social proof features such as products that other customers have bought recently or bestseller tags
Utilize the exit intent feature
If the customer is about to leave the product page, personalize the experience with the exit-intent feature. Use an exit popup when the customers attempt to leave without purchasing. Give them a reason to complete the checkout process. Offer discounts, a coupon code, or some freebies.
Exit intent can be:
A pop-up, ribbon, drop-down, etc.
Asking for an email address to let them know of the future similar offers.
An offer of a discount coupon for other products
Testing another recommendation, for example, a best-seller product within the category.
Take advantage of the 404 error page
If your customers end up on a misspelled URL, a broken link, or a product page that doesn’t exist anymore, make something good out of an almost bad shopping experience. These 404 pages are still part of your online store, so create a nice-looking page and offer other products. Test different recommendation strategies, and add an image describing your brand and your value proposition. An optimized and well-strategized 404 page can help you convert visitors into customers and perhaps convince them to sign up on your email list.
Maximize the impact of the product page on the homepage
Traditional customer journeys no longer exist. Today, customer journeys are non-linear and unpredictable. Customers don’t end up buying a certain product the first time they visit a particular site. Brands need to realize this new reality and take engagement to a deeper, more complex level.
One of the most unused personalization features is the impact that a product page visit should have on the homepage. Many customers are more interested in browsing than looking for a specific item. Even those who do have a particular product in mind may change their mind after learning more about it.
Customers will usually look at more than one product page during a single session so you can remind them of previously viewed items. For example, a customer has visited a product page and after a few hours or days, returns to or visits the same site, but this time, the front page. To increase conversion rate, the front page hero banner should scale and the last viewed product is visible on the right side of the homepage. This is a great way of targeting new potential customers with customized recommendations.
Front page recommendations should also change accordingly. You are in the best position to offer the most relevant content. For first-time visitors on your site, you can recommend the most viewed or trending products but for second visits, you should remember and show the products that the customers have viewed recently.
Use a strong call-to-action, say “Pick up where you left off” to remind the customer about the items from the last session and deliver an uninterrupted shopping experience. Recommending similar products, and other new brands, trending items, and other categories to explore, based on my recent browsing activity.
Ensure conversions of add-to-basket
Directing the customer to a new page once a product has been added to the basket can increase AOV. On the top of the new page, there’s a summary of what has been added to the basket and a possibility to check out. The rest of the page is filled with different recommendations, about 5-8, of which the first ones should be complementing products/features. The others should show a broader set of products available. At the bottom of the page, there should be recommendations about previously viewed products. You can recommend the bestsellers, or if the customer has purchased several dresses in the past, you can recommend other similar styles that she might like. The upsell could also be items that go with the products they want to purchase or have already purchased. By including category suggestions, you will broaden their choices as widely as possible, and increase the likelihood that they see an option they want to explore further.
Increasing customer lifetime value with personalized overlays
A powerful alternative way to increase AOV is to load an overlay on top of the product page. This overlay confirms what has been added to the basket and recommends complementing/matching products. The overlays need to be relevant to the customer. Target each customer with something relevant to them to push them into the action you want them to take. You risk losing a potential customer if you interrupt the customer journey with a random ad about something they don’t really want. Learn more about your customer, and focus on driving the action that you want them to take.
Personalize every touchpoint through smart product recommendations
You don’t need to redesign your whole ecommerce site to offer customers personalized experiences. One of the best approaches is to add lots of small but powerful elements that together transform the way that new and existing customers interact with your website. Utilize personalization through recommendation tactics on product pages. Engagement will deepen, sales will grow, and revenues will increase.
It’s not easy to create messages and offers that feel truly personal and relevant to potential customers, but utilizing personalization through smart recommendation strategies can become a very powerful marketing tool with many benefits to both customers and businesses.
We’ve been evaluating collaboration opportunities with Solteq for the last twelve months. Now it’s about time to make it official.
Solteq is a leading Nordic IT service provider and software house that specializes in digital business solutions and vertical software markets. The entire Frosmo team is really excited to welcome Solteq to our partner network. For ecommerce operators, this means a great opportunity to get a complete ecommerce and personalization service from one skilled provider. Solteq has extensive experience in retail, which dates back to pre-ecommerce days and includes multinational corporations such as Atea, Brandt, DFDS, Fingrid, and PowerPark.
There are many things we greatly appreciate about Solteq, such as their genuine interest to help customers succeed in their business, long expertise in retail, and super-skilled people to work with. However, if we are to highlight one thing that truly stands out, it would be the combination of deep technical and commercial knowledge about running an omnichannel retail operation.
“We are super excited to begin our cooperation with Frosmo. Their personalization solution is a great addition to Solteq Smart Commerce entity. And if we look at the importance of personalization when creating meaningful digital customer journeys and great experiences – it’s absolutely crucial. Together with Frosmo, we will definitely rock our customers’ digital worlds with true passion, great skills and most importantly, results that will have a positive effect on business.” Minna Ruusuvuori, Marketing Director, Solteq Digital
In 2020 we’ll be providing more interesting content and concepts around personalized customer journeys and the business value of personalization.
Let me give you a scenario. Let’s say you’re working on the sprint backlog as usual. Your product owner comes up to you together with someone you often see in the office but you’re unsure of what she really does. They both talk to you and ask for the following small feature out of the backlog:Can you change the landing page hero unit background image to this one every Friday from 5 PM to midnight?
Okay, this person is from the ecommerce development team. Let’s call her Lisa. She and her team are usually responsible for Google Analytics to find out how to generate traffic to the site. You sense that this seems important to the company because it has to be done urgently even in the middle of the sprint. So, you hack it up as quickly as possible.
Great! This goes live with the rest of the features in the next sprint release. You noticed that Lisa happily greets you the next Wednesday morning at the office lobby.For the next few weeks, more requests are made. The list goes on, from changing the CTA of the hero unit banner, to changing the hours, and even getting more specific e.g. showing something at a certain time to a certain audience, say to all visitors with kids. The tasks on hand are challenging and you realize that some kind of display rule control system for the non-technical ecommerce development team is probably required. How do we store the store data? Which authentication scheme should be used? And how do we define all visitors who have kids?
At this point, proper communication between the ecommerce team and developers is crucial. The lack thereof can usually lead to frustration from both parties.Both teams may have a blurred understanding of what the other does, and perhaps the limitations of what can be done. So, to bridge this gap, it’s important to work closer together.To improve collaboration between ecommerce and dev teams, it’s best to have a shared understanding of goals and metrics. Find a way to to create alignment of teams on a common language, goal, and provide a framework for discussion. For example, for this particular task, it’s probably best to build a simple display rule management app that non-technical managers can easily work on without developer intervention.
Frosmo is the most versatile personalization software
The Frosmo Platform is a personalization platform that provides an extensive set of tools to manage site visitor segmentation, complex display rules, key performance metric (KPI) tracking, and even statistical KPI-based display rule optimization.Consider the scenario illustrated above with application bones:
defines the child component to be shown conditionally. Note that the code of all personalized layout variants lives in the same code-base with the rest of the app. FrosmoPlacement component evaluates display rules both client-side and server-side. Server-side evaluation happens behind the Frosmo messageAPI end-point. The response from messageAPI contains the set of user-defined parameters related to content that matches the personalization rules. In our example, the wrapped component (HeroUnit) will receive the property frosmoSegmentName that is defined in the Frosmo Control Panel (FCP).FCP allows the definition of any set of simple or structural parameters that can fully describe how the component should be personalized. These parameters can, for example, refer to image URLs or to resources that can be further fetched from a headless CMS.In practice, these personalization parameters are outlined together with the ecommerce team and a UX designer when planning the personalizable component layout. Multiple campaigns or test scenarios concerning the Frosmo controlled component can be run by adjusting parameter values in FCP, which gives the developers the freedom not to worry about constantly changing display rules and minor requirement changes. Frosmo’s business analysts are always ready to help with the planning and modeling even the most complex segmentation and personalization scenarios so that the developers can focus on the backlog as usual.
Ecommerce development is a continuous process of testing, tweaking, and measuring how different website elements perform. This can generate extra workload to the website developer team. Building an application for ecommerce and marketing to manage and measure display logic takes a lot of effort even without the maintenance responsibility that follows after publishing such a tool. Frosmo solves this issue with its strong track record of working with ecommerce and marketing teams globally. Setting up Frosmo to the React application is easy:
Install Frosmo client-script tags to application <head>. Script tags are found at the FCP (contact firstname.lastname@example.org for the FCP account).
npm|yarn installFrosmo-React connector component to application.
Ready to see Frosmo in action? Request a demo ________________________________________________________________________________________ About the writer: Joona Ojapalo is a senior front-end developer and React evangelist at Frosmo, and has been in the industry for 12 years now. With a strong background in machine learning and statistics, he has worked with ecommerce platforms both in startup and corporate cultures.