If activating the right affiliation levers is essential for generating qualified traffic to your e-commerce site, the final conversion of these visitors remains the real sinews of war. The facts are clear: the vast majority of Internet users leave a site without making a purchase. So how can you capitalize on your acquisition investments to avoid missing out on these opportunities?
The answer lies in the hyper-customization of the user experience. As we recently mentioned, to help you and above all retain these new customersadapting your site in real time to the specific needs of each visitor has become a strategic necessity for ROI.
In this interview, Marion Varamo, Head of Partnerships & Communication at BEYABLE, reveals how their technology transforms static sites into high-performance dynamic interfaces. In particular, she details the success of the operation carried out for JPG, illustrating how a fine-tuned on-site retention strategy generated significant sales and database growth.
Can you tell us about your company and its services?
BEYABLE was founded in 2014 by Julien Dugaret, a trained engineer with a passion for digital. Today, BEYABLE helps over 200 customers in 37 countries to perform online. Our approach is very simple: thanks to our powerful visitor recognition algorithms, we’re able to modify any type of site in real time to best suit the needs of web users, but also the day-to-day issues and challenges faced by digital leaders.
How would you define your role in the conversion/loyalty chain?
The era of static, one-size-fits-all sites is definitely over! Our starting point is a simple observation: the vast majority of e-commerce site traffic doesn’t spend €1 on a visit (on average, over 97% of traffic, according to the latest FEVAD data). It’s this figure that we’re going to be able to act on. By identifying the individual needs of each visitor and providing an appropriate response, we maximize on-site conversion rates. We are also able to recognize visitors coming from paid acquisition sources and treat them in a targeted and adapted way, so as to boost the return on investment of these strategic campaigns.
Can you describe a successful operation you carried out with Effinity on behalf of an advertiser?
We support many Effinity advertisers, and among them, we’ve chosen to share with you the JPG case, which is a good example of the actions we’re implementing.
The advertiser needed to increase the number of sales and win new market share. The objective was therefore twofold: to work on lead generation and at the same time boost the conversion rate. To achieve this, we chose to target “Abandoners” with shopping baskets built up, who had never yet purchased from the site.
As a solution, we set up a retention pop-in for new prospects over a 6-month period, with email capture (+ verification via the repeller database). The result? 995 additional sales over the period and +15% new customers who directly enriched the brand’s database.
