Eduardo Enque, CEO of Impulse, spoke to us here about how to scale an e-commerce . And what does Hubspot have to do with it? Well, what it does is precisely support this process. Therefore, now I will explain how this marketing automation tool can help e-commerce. What is Hubspot? Hubspot is a platform that supports the ecommerce strategy by generating more traffic, capturing that traffic with pre-transactional conversion, and monetizing and remonetizing based on customer data, so that the inbound strategy can be successfully executed. And how do you do it? As follows: 1. Taking advantage of the context The success of e-commerce and its competitive advantage is to take advantage of the context to encourage conversation with the prospect.
How to do it? Ensuring that it has an element of continuity. E-commerce is a mathematical equation that gives us the possibility of measuring traffic to know how big and how much of a market we have available. It also gives us the option to have conversion (which is a systematic way to increase the available market) and also to monetize Iceland Phone Number on the database to make it scalable. What Hubspot does is provide technology and make those points of interaction serve as a context of continuity. Hubspot assembles the resume of each person, client or consumer with the information that is important to know, be it the e-mail, the telephone, or any other. But exploring the options and inquiring about our profiles is where things get interesting.
Hubspot Lets You Know
What products each customer has purchased, when was the last time they visited our website, and many more features. And what good is this to us? Let’s imagine the following scenario: We have customers who have bought $100. This is neither good nor bad without considering the context. But what happens when we add context? If the customer made the purchase last week, that’s interesting, but if it happened 7 years ago, then it’s no longer useful to us. It is for this reason that it is useful to ground the context based on behavior in order to formulate the following incentive. When interacting with the database , the idea is not to only look for the repurchase, because then the context would be wasted and when this happens the efficiency rate goes to the floor.
On the contrary, the idea of grounding everything with context is to be able to make intelligent decisions. This means, take the database and know exactly what I want to do with a certain client. 2. Segmentation variables These allow you to make things actionable. When we understand what the customer bought, analyzing the time window in which the transaction takes place, we can already categorize the database to understand where it is worth investing time and where it is not. “It’s about operational efficiency and the advantage is that where there is process, there is scale. We don’t want the business to fight or win by chance,” explained David. “ It is about generating a structure for maturation of demand and systematic repurchase, because it is the only way that it will achieve scale”.
The Database Tells Us Behaviours
To land with the right person at the right time and with the right product. In this way, we can establish the rules of the game to ensure the continuity of the process. We are not guessing the next step for each client, we are being punctual in recognizing what makes logical sense and then programming the system so that they take the next natural step. This is how we increase lifetime value to the business. 3. Integration with the shopping cart There are other areas where we need to be smart. We have to recognize that we are paying for each click that reaches our website, what we want is for the person to fill the shopping cart. But what happens when the prospect abandons the cart?