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Eduardo Enque, CEO of Impulse, talked to rcs database package us in this article 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. That's why I'll now 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 through process automation.
And how does it do it? Here's how:
1. Taking advantage of the context
The success of e-commerce and its competitive advantage lies in taking advantage of the context to encourage conversation with the prospect. How to do this? By ensuring that there is an element of continuity.
E-commerce is a mathematical equation that gives us the ability to measure traffic to know how big and how much of a market we have available. It also gives us the option of having conversion (which is a systematic way of increasing the available market) and also of monetizing based on the database to make it scalable.
What HubSpot does is provide technology and make those interaction points serve as a context for continuity. HubSpot builds the resume of each person, client or consumer with the information that is important to know, whether it is email, phone, or anything else.
But when you explore the options and dig into your profiles, that's where things get interesting. HubSpot lets you know which products each customer has purchased, when they last visited your website, and many more details.
What good is this? Let's imagine the following scenario: We have customers who have made a purchase of $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, it's interesting, but if it happened 7 years ago, then it's no longer useful. This is why it's useful to ground the context based on behavior in order to formulate the next incentive.
When interacting with the database , the idea is not to only look for repeat purchases, because then the context would be wasted and when this happens the efficiency rate goes down. On the contrary, the idea of landing everything with context is to be able to make intelligent decisions. This means, taking the database and knowing exactly what I want to do with a certain client.
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2. Segmentation variables
These allow us to make things actionable. Once we understand what the customer bought, by analyzing the time window in which the transaction occurred, we can 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 struggle or win by luck,” David explained. “ It’s about generating a structure of demand maturation and systematic repurchase, because that’s the only way to achieve scale.”
The database tells us the behaviors to connect 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 customer, we are being punctual in recognizing what makes logical sense and then programming the system to take the next natural step. This is how we increase lifetime value for the business.
3. Shopping cart integration
There are other areas where we need to be smart. We have to recognize that we are paying for every click that comes to our website, we want the person to fill the shopping cart. But what happens when the prospect abandons the cart?
We have to recognize that there will be a certain percentage of the database that will fill up the cart and then leave. But that's okay, because what we need to do is rescue that cart. And why is that necessary?
If we invest in ads, we need a way to rescue the abandoned shopping cart, because that will ensure that the advertising strategy is more profitable. With this, what we are doing is betting on strengthening the initial investment in the ads. By having collateral, we ensure that the investment is profitable.
With these pieces in place, we will have a model that is much more proactive and not reactive. We must be pragmatic when starting to think about where there is more opportunity, understanding the transactions that people are already making. It is about thinking about things as they are, not as we would like them to be, so that it is much easier to make decisions.
