5 responses

  1. Kevin
    November 25, 2009

    You mentioned something at the very end of the blog that I believe is extremely important. Targeted messaging doesn’t always have to be promotions/price reductions to entice sales. To your point, loyalty programs and messaging geared around that particular session could help the online experience far more than reducing 5% or 10% (or whatever the promotion is). And besides, why cut into profit margins if you don’t have to?

    There’s always more than one answer, so the key is to use a platform that allows you to try different ideas with reports indicating what’s working… A/B testing? Personalization? Both?

    Great post Linda!

  2. Dan Piche
    November 25, 2009

    Great Post Linda.

    I agree with Kevin that targeted messaging doesn’t always have to be promotions/price reductions and that loyalty offers are other benefits that personalization can help increase.

    I’d like to add that personalization should also be extended beyond the shopping cart as well. Targeted messaging across the entire site that embraces a continuous dialogue with a customer (both in that session and in future sessions) will increase the likelihood that the goal outcomes of the site are achieved.

  3. Christopher Berry
    November 25, 2009

    I applaud the amount of thought and use of customer intelligence data in this approach.

    If it is profitable because of lift in both upsell and conversion over cost to feed and implement: it’s a welcome innovation.

    Typically, in general, whenever relevancy is increased, conversion and upsell follows. Typically.

    A very welcome post. Thank you.

  4. Christian, Baymard Institute
    November 26, 2009

    Maghound is a great example, didn’t know about that one.
    A Dan mentions it can be about more than promotions and cross sell.
    One idea could be to include relevant free or very cheap e-books related to what you were buying. E.g if I buy a starters golf clubs set then suggest a “27 tips when starting out with golf”, or if I buy a $300 putter then suggest “7 ways to perfect your put”.

  5. Reviews
    December 1, 2009

    I went thru the site maghound and it looks great. The place where we can pick our favourite magazines..subscribe with a lower price..with $9.95 you get 7 magazines from hundreds of categories..

    I wonder how maghound deals with the magazine publishers….

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