In an e-commerce business, Every user interaction generates information that can be used to improve the user's relationship with the brand. A product view, a registration, an abandoned shopping cart, or a search for an out-of-stock product are all signs that reveal a customer's purchase intent.
However, having this data does not necessarily mean knowing how to make the most of it. The challenge lies in turn that information into relevant, automated actions that accompany the user through every stage of their relationship with the brand.
In this context, marketing automation allows you to personalize each user's experience based on their behavior, automating communications and actions that help increase sales, recover lost opportunities, and build customer loyalty.
In this post, we analyze Four Real-World Marketing Automation Strategies developed by our team and the results obtained.
Case 1. Smart Cross-Selling: Increasing the Average Order Value Without More Traffic
One of the common goals of an e-commerce business is increase the average order value. In this project, some users completed their purchase by buying only the product they had come to buy, without discovering other items that could complement it.
The goal was capitalize on the moment when the user had already shown interest to show you relevant products, without needing to drive additional traffic.
Recommendations Based on Purchasing Behavior
A recommendation system was implemented for Complementary products, customized and automated. When a user interacts with a product, items that other customers often purchase along with it are dynamically displayed, accompanied by a message such as «Other users often buy these items together.».
Thus, the strategy uses the actual purchasing behavior to generate relevant recommendations and increase the value of each order.
Results achieved
Since its launch, the strategy has been operating automatically as a stable source of income:
- Over €152,000 awarded, with 656 purchases completed thanks to the recommended products and an average order value of €233 per order.
- The recommendations have also led to more than 29,000 clicks, a sign that users not only see them but also interact with them.
Case 2. Smart Subscription: A Different Message for Each Visitor
A significant portion of an e-commerce site’s traffic consists of visitors who browse the site and leave without providing any information. At the same time, there are users who are already subscribed but have not yet made a purchase. The challenge was Grow the database and engage subscribers based on their actual situation, rather than treating everyone the same.
A subscription bar that recognizes the user
A floating subscription bar was implemented capable of automatically identifying each visitor's status and tailoring the message three different scenarios:
- To non-subscribers You are invited to sign up in exchange for a discount on your first purchase.
- To the undersigned who has not yet made a purchase, they are reminded of that same discount.
- To the undersigned who has already purchased, no message is displayed, thereby avoiding unnecessary disruption.
After registering, the user automatically receives their welcome coupon via email and is added to the automation workflows.
Scope of the Strategy
The strategy analyzed more than 231,000 visits and attracted more than 2,100 new subscribers, with a welcome email open rate of 60 %. This resulted in more than €31,500 in revenue attributed to this funnel and 74 purchases generated, demonstrating that customer acquisition can be effective without resorting to intrusive tactics, provided the message is tailored to the user.
Case 3. Recovering an Anonymous Shopping Cart: Capturing the Lead Before Losing It
When a logged-in user abandons a shopping cart, there are various ways to re-engage them. The problem arises when the visitor is anonymous and hasn’t left any contact information: in this case, some users would add products to their cart and leave the website without making a purchase, making it impossible to contact them later. The challenge was Take action just before the customer abandons the site to try to salvage the sale and capture their contact information.
Detection of Abandonment Intent
A system based on exit intent was implemented: when an anonymous user with items in their cart showed signs of closing the page, a Pop-up related to your shopping cart.
If you entered your email address, you would automatically receive a recovery email with the products I had added. A single strategy thus made it possible to capture a new lead and recover a potential sale at the same time.
Recovered revenue and contacts
The pop-up was displayed 7,560 times and generated 442 new leads, with an open rate for the recovery email of 58 %. The result:
- More than 45,000 € in recovered revenue
- 160 purchases completed.
This strategy thus turns a potential loss into a twofold opportunity: generating a lead and recovering a sale.
Case 4. Stock Alert: Turning Demand into a Future Opportunity
When a user encounters a sold-out product, the sale cannot be completed at that time, but their intention to buy remains. The challenge was to capture that interest and reach out to the user again as soon as the product became available.
A two-phase availability notice
A two-step system was implemented: when a user views a product that is out of stock, they are shown a non-intrusive message offering to notify you when it becomes available again. Once they enter their email address, the system automatically checks availability and, as soon as the product is back in stock, sends a personalized email notifying them.
An out-of-stock product is no longer just a lost sale and becomes an opportunity for the future.
The Results in Numbers
This strategy has led to more than 220,000 € thanks to the successful lawsuit, with 161 purchases completed following the notification. The open rate reached 72 %, and clicks on the email reached 28 %—a high level of engagement that confirms the quality of these contacts: they are users who had already shown a specific intent to purchase.
What the four cases have in common
These four examples show that not all opportunities for e-commerce growth involve attracting more traffic. In many cases, the potential lies in make better use of the interactions that already take place: recommend complementary products, convert visitors into subscribers, recover abandoned shopping carts, or follow up with users interested in out-of-stock products.
Marketing automation allows you to manage these situations in a personalized, scalable, and automated way, using user behavior to decide what action to take at any given moment. The key isn't sending more communications, but sending the right message to the right user at the right time.
The results obtained in these projects show that A well-planned automation strategy can become an additional source of revenue for an e-commerce business, increasing the value of each user and making the most of opportunities that would otherwise be lost.
At Geotelecom We design and implement Marketing Automation Strategies by combining segmentation, personalization, and automation to turn user data into decisions, and decisions into business opportunities.
