Top Strategies For Boosting E-commerce ROI by Customer Journey Marketing

Strategies For Boosting E-Commerce ROI: In today’s competitive world, it’s crucial for brands to implement a right and strong Automation customer journey in place so that the business can increase ROI and profitability with each transaction happening on their E-commerce platform. Increasing the ROI of E-commerce platforms is one of the major KRA of any Chief Marketing Officer and Digital Transformation Head.

E-commerce is the most competitive landscape, and all brands want to ensure that all the marketing efforts are ROI-driven, and they can increase the ROI from each executed campaign.

When a user decides to buy something or use a service, they go through a series of steps before making the final purchase. We have discussed the same in detail in our last post which includes The Discovery stage, The Evaluation Stage, The Selection and Final Purchase stage, Retention and Growth Stages.  If there’s friction or a gap, at any stage, the potential customers don’t feel happy and satisfied, they might decide not to choose the product or service the brand offers.

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E-commerce businesses must engage with their potential and loyal customers to provide the best possible customer experience at every touch point so that customers feel special and great and if your customer feels great it means they will stay with the brand for long and refer others to explore the brand product and services.

This is why having an engaging, strategic, and optimized customer journey map is crucial to increasing the ROI of an E-commerce business.

Brands must have the following answers to get ROI from e-commerce:

• Do you know why your customers are leaving?
• Do you know the exact drop-off points?
• Do you know Churn rates?
• Do you know why the average time spent is low?
• Do you know why the repeat order is less?
• Do you know your Brand NPS Score?

Do you really want to increase the ROI of e-commerce platforms? Let’s explore the Online Customer Journey and Use cases of Online e-commerce platform

In this blog, we will discuss all the touchpoints and different stages of an e-commerce customer journey and how brands can identify where their potential customers are dropping off. We will also discover how you can improve the overall experience for your potential and existing customers.

To Increase the ROI in the e-commerce industry, Brands must implement the below use cases in App and Websites. Nowadays, Users are more likely to purchase from Apps instead of Websites and brands must focus on App engagement and App retention.

Strategies For Boosting E-Commerce ROI

Parameters	Use Cases
User Onboarding
Install to Registration Rate	New users Register after the first app launch
Average Time to Register	It takes new users to register after first app launch
Average App Load (Launch) Time	The average time it takes for your app to launch or load on a user’s device
Average Cost Per User Registration	The average cost you incur in getting a user to install and register on your app
Crash Rate	The percentage of app loads that result in a crash
Segment Recommendations
Unregistered Users	Run campaigns for users who have completed multiple in-app searches to register and/or create a profile.
	Nudge users to register through coupon codes/offers, etc sent via in-app or push notifications.
	Run in-app campaigns for users who have made purchases as Guest Users encouraging them to register and create a profile with a single click.
Registered but not Activated Users	Run a personalized “Welcome back” in-app campaign on first app launch after reinstalling.
	Provide further incentive by offering discounts, promos, and referral codes via emails or SMS messages.
	Create omnichannel campaign journeys with personalised campaigns based on users’ product browsing history and top selling products.
Registered and Activated Users	Encourage users to make a repeat purchase via in-app messages or push notifications on days 7, 15, and 25 after their first purchase.
	Nudge users with emails to share feedback/reviews of products purchased.
	Share the breadth of your catalogue by running campaigns with complimentary product recommendations via push notifications or in-app messages.
Engagement
Average User Engagement	Engage within the shopping app
Average Transition Time to Next Stage	For users to transact and move onto the next phase
Click-Through Rates	Average CTR for Push Notifications
	Average CTR for In App Notifications
	Average CTR for Emails Notifications
Session Frequency	Average App Launches per user in a month
Transaction Abandonment Rates	The number of users who dropped off after showing a high intent to transact
Average Session Frequency	The amount of time from when a user launches the app until they close the app
Segment Recommendations
Onboarded but Non-Converted Users	Use in-app notifications to nudge onboarded users and provide recommendations based on the category or products they are most interested in.
	Run personalised push notifications or email campaigns on days 1, 3, 7, 14, and 21 from the day of activation that inform onboarded users of new categories, brands, and offers.
First-Time Converted Users	Use in-app notifications or emails to suggest relevant products based on the user’s previous order. For example, if the user ordered a mobile phone, send a message recommending a phone case or other accessories.
	Use in-app notifications to encourage them to spend more in order to qualify for the loyalty or rewards program.
Repeat Converted Users	Run personalised push notifications or email campaigns to inform repeat users of new categories or product lines.
	Run in-app notifications or email campaigns on days 7, 10, and 15 after the user’s last in-app conversion requesting app ratings and reviews.
	Run personalized push notifications or email campaigns on days 3, 5, 10, 17, and 30 after the user’s last conversion event informing them of their rewards balance update.
Retention
For New Users (Week 1)	Defined by transaction completed at least once during that time period
Stickiness	Average Stickiness (DAU/MAU)
Churn Rate	Churn within 2 weeks of launching the app
Average Revenue Per User	Total revenue generated during a specific timeframe / total number of active users during a specific timeframe
Customer Lifetime Value	The value a customer contributes to your business over their entire lifetime
Segment Recommendations
Engaged but not Loyal Users	Send product recommendations via push notification or email campaigns on days 1, 3, 5, and 7 since the user’s last app launch.
	Run personalised push notification or email campaigns showcasing new products and deals on days 3, 5, 10, 17, and 30 since the user’s last app launch.
	Incentivize users to open the app with time-sensitive offers sent over push notification or SMS.
Engaged and Loyal Users	Run push notification or email campaigns with product recommendations based on items in the wishlist or their last purchased product.
	Use in-app notifications to ask for app ratings and/or reviews after users have purchased at least 5 times.
	Use personalized push notification, SMS, or email campaigns to send discounts or promotional offers.
	Emphasize and communicate the benefits of the loyalty program with targeted campaigns to onboard users into the program.
Disengaged Users	Send reactivation campaigns on push notifications, emails, SMS, containing discounts and deals to incentivize repurchase.
	Help and seek feedback on their experience of using products they purchased.
	Run drip email campaigns on days 14, 21, 28, and 42 after the last purchase with the latest offers, discounts, and product recommendations.
Reinstalls
Churn Rate (New Users)	of New Users Churn in 4 weeks
Uninstall Rate	Within 30 days of first app launch
Reinstall Rate	Within 30 days of app uninstall
Cost of User Acquisition	New users Register after the first launch
Segment Recommendations
Converted but Disengaging Users	Run personalized push notification or drip email campaigns on days 14, 21, 28, and 42 as you see user activity drop off offering discounts or access to exclusive products to encourage repeat purchase.
	Run a “We miss you” push notification or SMS campaign to encourage such users to relaunch your app.
Churned Users	Run a personalized email campaign on days 1, 5, 10, and 17 post uninstall asking for user feedback to understand why they uninstalled.
	Send a “We miss you” or “Here’s what you’re missing” email campaign on days 7, 14, 28, and 42 post uninstall highlighting the latest offers, recommended products, and exclusive discounts.
	Run a “We are just a click away” email sign-off campaign as part of your Sunset Policy between days 43-50 of app uninstall.
Re-acquired User	Run a personalized “Welcome back” in-app campaign on first app launch after reinstalling.
	Offer exclusive discount to users

Check the 10 Best strategies to increase the ROI of the E-commerce industry through Customer Journey Marketing

1- Offer the best customer experience on Both the Web and App

2- Track customer behavior and run real-time campaigns.

3- Create Quality Content

4- Implement Customer Journeys as per the User flow and Business requirements.

5- Tailored Product Recommendations

6- Optimise the Website Performance

7- Organic research and impactful SEO strategies

8- Optimise Conversion Rates across all social media platforms.

9- Strong Feedback Mechanism

10- Unique strategy for Loyal Customers

At EnR, we help brands engage with their potential and loyal users as easily as they can communicate with their friends.  We have dedicated subject matter and Industry experts and work on KPI driven approach which includes engagement and retention goals.

Do you want to discuss the E-commerce use cases in detail along with our subject matter? Let’s connect or Visit www.enrcloud.com You can write us about how to increase ROI in the Ecommerce industry at hello@enrcloud.com.

We are happy to assist you. 

Also Read- 24 Reasons Why Email Marketing Is Important in 2024