If you run an online store, you likely know about the importance of analytics and tracking your web visitors. Unfortunately, most tools today provide a high level, aggregated view of your visitors. These tools tell you how many individuals visited each page, but it is often impossible to tell what each individual did and how this relates to their purchases. Getting a complete 360-degree view of each customer will help you optimize your marketing campaigns and drive better results. You can view your customers’ purchases and email activities alongside website visits in the Canopy Labs customer profiles. – here’s how.

Customer Profiles for a Men’s Fashion Retailer

To illustrate the power of such customer profiling, we show you an example from am online men’s fashion retailer.

The high-level statistics, shown below, give us an overview of the customer’s worth and risk. This is clearly a valuable customer, having spent $1,100 on the site. At the same time, this is a risky customer – they are not loyal, and their e-mail engagement is nonexistent. Indeed, this fashion retailer’s only chance for upselling the customer is by engaging with them through the website, or an extremely targeted email.


Engaging through web activity

So how can this store actually engage with this customer? Fortunately, the customer’s web traffic pattern provides an answer! This customer has only one email interaction, only one purchase, but 26 page views, most of which focus around the retailer’s online catalog.

Better still, look at the page view actions following the customer’s recent purchase, below.

The customer continued browsing suits and sweatshirts following the actual purchase. This could be a sign of further interest in products, and certainly gives food for thought for future marketing materials.

Using Customer Profiles in future marketing campaigns

Customer service is important, particularly for your most valuable customers. Maintaining momentum following a purchase is important and one of the best ways to ensure a customer comes back and buys again. Here are three tactics the fashion retailer can use to try and up-sell the customer above:

  1. Personalized email outreach. The most manual approach would be to send emails to the individual customer based on their web traffic profile. This slow approach is not scalable and would be nearly impossible to execute for most marketing teams, so a system that automates the personalized messages is necessary to see sales improvements.
  2. Segment similar customers and reach out to the segment. If you can’t personalize your outreach like in the idea above, you can segment customers based on their purchasing and browsing habits to target a group of similar customers. For example, email everyone who spent over $250.00 and browsed the suits and sweatshirts pages.
  3. Web offers. A best-in-class approach is to personalize offers on the website as a person browses. This will save  ensuring customers have an incentive to make a purchase while on the site itself.

Using the profiles above, and knowing the individual’s browsing habits following a purchase, allows stores to cater offers and turn one-time purchasers into loyal and lucrative customers. Remember, however, that you’ll convert such sales only if you reach out to them. Ensure you have a process to reach out, and track what works best.

Need some ideas on how to use your customer profiles? Check out our Top Templates for 1:1 Personalized Marketing Offers whitepaper.