In this case, you can consider using the following marketing tools

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Real buyer
After a potential client, attracted by competent advertising, has landed on the website of an online store and is studying it, you need to take action. The main thing is that the person finds what he needs, and also thinks about buying useful related products, which was not initially planned.


Connecting recommendations of related products. Let's say a client buys a laptop for gaming, which means he can be offered to buy a special gaming mouse, keyboard, headset, etc. Cross-selling and upselling allow increasing the company's overall profit. It is important that the offered products correspond to the client's main merchant cash advance email marketing purchase and are not random.

Search personalization makes all search tools more useful and effective: the time it takes to select products is reduced, and the conversion rate of search queries is increased.

Showcase the store rating by placing relevant widgets on the site.

Creating a section with customer reviews. Today, few people buy goods and services without reading reviews about the store itself and the products it offers. If the site has a corresponding section, the user will not need to search for reviews on other resources, from where he may never return.

How to work online with a client at different stages of their life cycle

Source: NDAB Creativity/ shutterstock.com

The Lost Buyer
It also happens that a potential client visited the site and even chose a product, putting it in the basket, but in the end the purchase fell through. The seller's task is to return the client to their online store. Even 5% of returned clients can increase the company's profit to 95%. After all, returning a client is much cheaper than finding a new one.

There are several ways to influence a person who has left the store:

Emails reminding the customer that they have items in their shopping cart. They are sent automatically. Usually one or two emails are sent. This tool can increase sales by about 5%.

Web push reminders are relevant if the client has not registered in the online store and has not indicated their email address. They will see the pop-up reminder in any case – almost 90% of users read them, even if the browser window is already closed.

Abandoned Cart Remarketing. The banners mentioned above are capable of not only attracting new customers, but also returning a potential customer to a cart with goods that he abandoned for various reasons. Such a banner contains information about unsold products in the cart and a button to go to it.

In this case, payment for such advertising can be made only based on the results of a click on the link, for example, after the client has paid for the goods in their shopping cart. This model is called CPS (cost per sale).

Sleeping buyer
The life cycle of customers, who are called sleeping, is characterized by making a single purchase in an online store, after which they never returned to the site. Or they simply abandoned their full basket and, probably, went to another seller.

The goal in this case remains the same - to bring back a lost client, make him make a purchase, and turn him into a permanent loyal customer.

You can connect all the above tools, but in a slightly different way:

Web push reminders are able to wake up a sleeping user by instantly delivering the desired message. This is how they differ from emails, which can be read after a long time or not opened at all. This can be information about promotions, discounts - something that can quickly interest the buyer.

Sending an email with a selection of products of interest to the client, which is compiled based on the analysis of user behavior on the site. The clickability of such emails is around 28%.