James is Head of Growth at Aampe, the first truly AI-driven approach to CRM Marketing Automation, allowing apps to create personalized, omni-channel customer experiences proven to increase customer engagement and retention.
Guest Author: James Laurain
📈 How do you increase conversions? 🤔
I just peeked in on one of our Data Scientist’s back-of-the-napkin evaluations of some conversion data and thought this was super valuable. 👇
1️⃣ The best way to increase purchases is to reduce churn.
25% of churned users we observed purchased something before churning. Obviously, 0% of the purchased something after churning.
2️⃣ The second best way to increase purchases is to ensure maximum messageability.
(In other words, those users we didn’t message as long or as often, didn’t purchase as much.)
In Aampe‘s case, this meant our customer was “starving” our AI for data (either their CRM team didn’t write enough different messages or there wasn’t sufficient data for our recommender system.)
3️⃣ The third best way to increase purchases is to reduce the number of people who turn off notifications.
This group (people who turned off messages) isn’t as valuable as some of the others, but they’re the second-largest group and 9.4% of them purchased something before we stopped messaging them (but only 6.7% of them purchased something after we stopped messaging them).
Summary:
👉 Prevent churn
👉 Send messages
👉 Don’t annoy people
Look, none of that is necessarily earth shattering. The real art is finding the messaging frequency, cadence, and content that allows you to send more messages (point # 2) without causing users to be annoyed or to churn (points # 1 and 3).
…and of course, the right answer is to not pick a “one size fits all” messaging cadence, but to use a tool that adjusts messaging frequency, cadence, and content based on each individual user…which you can’t do with a standard “flowchart-builder” CRM tool.
(So, what do you think Mr. Lincoln is picking up today? 🎩)
