So I'm thinking out loud today. Ok?
It's Monday. So that means we're talking about eCommerce and, more specifically, WooCommerce. This post is my external processing about driving WooCommerce conversions using tools I've already written about. I've told you about Autonami 2.0 twice, and recently mentioned Logic Hop.
But you already know all the normal content out there about driving conversions. That's why I started going down a different path.
What if I could use these tools together to do something different?
Here's the normal situation
Let's be clear, I may not end up with an answer. Like I said, “external processing.”
The normal approach to driving WooCommerce conversions is to create automations post-purchase, something I've already spent time on. Now, you can surely use Autonami to do that.
So someone buys a cigar from Stogies, the next thing you do is tag them, maybe add some data in a custom field, and then later send out an email sequence to get them to buy more.
You can create a three part email sequence that introduces them to a line of sticks that maybe they've never encountered (here's where I recommend Crowned Heads).
But that's the normal situation.
What I'm asking myself is how I might combine the power of anonymous personalization and the post-purchase automations. Surely that would drive WooCommerce conversions better than using each one alone.
What's the core of the issue here?
There's nothing wrong with the normal scenario above. Right? But the core of the issue is that if ten strangers each buy a Mil Dias stick (from Crowned Heads), they're all going to look identical in my Autonami CRM.
How do I differentiate them, since I know for a fact they're not all the same.
Sure, I can adjust the tags associated with them based on what other sticks they've purchased. But that's not going to help me with a new customer.
That's where my experiments with Logic Hop the other day come in. I can do a lot of stuff with anonymous personalization. But it wasn't going the full distance to pushing new data into my CRM.
In my mind, that's what holds me back from driving conversions like crazy.
Personalization & Conversion Optimization
Do here's what I have been thinking. First let me give credit to this trick from my buddy Brennan Dunn from Create & Sell. A while ago we were talking about Facebook Ads and personalization. He said he had created two different ads that were identical. The only difference was the audience he had bought for each. The difference was an audience attribute (gender, age, etc.).
Using two different ads (that were identical), he was able to send traffic to one of his sites, but passing them additional data because he knew the audience that had seen that ad. As a result, he was able to determine if the visitor was young or old, male or female.
I started thinking about this same dynamic using Logic Hop and ultimately creating more than one version of a product. Imagine if I paid attention to the visitor's browsing, and then presented them with a special offer that took them to a specific version of a product that, when ordered, put special tags into the CRM.
Then my follow-up sequence could be much more nuanced.
A customer that looks at products A, C, F, and I gets a different offer than the one that looks at B, E, and H. To be clear, the offers are different but it can be the same product (like maybe The Lost Angel TAA from Crowned Heads). (See below).
The final trick here is that you would create two versions of the same product. Their urls would likely end in -1 and -2, and to anyone unsuspecting, they've be the same exact product (like Brennan's duplicate FB ad).
But when placed into the cart, they'd push two different tags into the CRM based on the browsing path.
And that's what allows you to send two completely different follow-up sequences.
I've told you this before…
As I wrote about before, I'm convinced that we're all going to have to get a lot better about how we use the bread crumbs that customers leave us, as the best tools for anonymous personalization. This, to me, is what we'll see driving conversions like crazy.
Anyway, just an idea. I'm going to now have to go test it and see if it drives the conversions I think it will. Thankfully, I know a guy who runs a cigar shop.