When you’re building out your ecommerce sales funnel it’s easy to underestimate how important the back-end of your funnel is.
Your back-end is basically any interaction you have with someone after they become a customer OR a lead. So it’s a pretty wide territory and includes a ton of strategies.
Your front-end marketing is everything you do to turn a random person into a customer or lead. So think of your direct response ads, blog posts, funnel, social media posts, etc.
This is obviously the more glamorous part, you’re focusing on grabbing consumer’s attention with flashy headlines and good designs.
A huge thing you need to understand as an ecommerce seller is that 50% of all sales happen after the 5th contact!! So your front-end system that consumers see can absolutely crush it, but you’ll STILL be missing out on some serious sales by not nurturing those who didn’t purchase.
Throughout this article I’m going to break down the different ways you should be reaching out to leads or past customers to drive more revenue for your ecommerce store.
I’ll break each topic down by:
The Why: The importance of it
The Medium: The actual forms of communication
The Strategy: An actionable way to implement it
Let’s get to it.
2. Follow Up With Prospects
With the average conversion rate being in the low single-digit percents, creating a follow-up process to bring leads back to your page is only logical.
Most brands use email CRMs to send out automated email sequences.
Automated SMS sequences are also an underrated method of following up with leads.
A newer form of nurturing leads is using Facebook Messenger.
These messages get high open rates, but you need to take a specific route to have people opt-in and Facebook often releases new rules on how and when you can market to them.
There are CRMs out there that will let you send sequences with mixed methods of communication, going from email one day, SMS the next, and even a manual call after that.
I personally recommend finding a solution to include at least emails and SMS to more effectively reach out to consumers.
Just make sure they’ve opted in with both their email and phone number previously.
The Strategies You Need to Follow Up With:
You should always have email automations in place for after someone either opts in or abandons the checkout process.
Send them an email immediately after they take that action, and ideally at least once daily for at least 5-7 days (if you’ve got content to keep going, keep going).
Make sure to segment your email list so that your leads are getting sent emails that are relevant to them, and your customers are getting a sequence that is relevant to them.
Use tags to segment your lists and automate the process for someone becoming a lead to get tagged, then when becoming a customer that lead tag is removed and a new customer tag is added.
This is where the chart above comes to play and you can see how effective it is to send emails to your audience depending on their stage in the buying process.
3. Retargeting Prospects With Paid Traffic
Retargeting is an amazing way to easily increase your ecommerce store’s conversion rate.
You retarget, or remarket, to someone when you target them with paid ads using data you gained from the Facebook Pixel or other tool. The purpose is to bring the person back to your sales page to get them to finally make a purchase.
Why You Need to Retarget:
With average conversion rates being so low, retargeting gives you the opportunity to entice the 95-99% of people that left to come back, and you can show them exactly what they’re missing out on.
Why wouldn’t you want to consider running ads to a base of people you KNOW are already extremely likely to make an online purchase?
You’ll see lower ad costs, higher CTRs, and higher conversion rates because there is less resistance to buy from your brand, they already know, like, and trust you!
Where to Run Paid Traffic to Customers:
Same as before: Facebook, Google, and Instagram.
These platforms are likely where your customers first bought from you, so it’s safe to say they’ll do it again for the right product or offer.
The Strategies to Use:
Similar to running ads to prospects, I would always try and be contextual as possible here.
Speak to the audience like you know them and they know you, maybe you knew they’d love your newest product because they loved your other one.
Run offers based on customer loyalty.
You can also use your audience of customers to create Lookalike Audiences in Facebook to target people who closely relate to your customers that Facebook feels would be most likely to buy from you.
6. Tips For Your Backend Strategy
I’d like to leave you off with a collection of tips for optimizing your backend strategy, and therefore your whole sales funnel. These are all tactics that I myself constantly implement and I find to be very important!
ALWAYS know your numbers! Ad costs, cost per conversion, customer LTV, average order value, etc. etc. etc. You need to know if a campaign needs to be killed because it’s not making you money in the end.
In my eyes… customer service is king and product quality is queen. They’re both significant and will absolutely affect your customer LTV and retention.
Keep following up like your life depends on it. It’ll take time to develop a boatload of emails but once you do… they’re automatically sent to every lead for you!
Always be genuine and authentic with your audience, whether they’re leads or current customers – they notice it.
You should actually care about your ecommerce store’s social media. It’s a long game but with persistence, you will develop an organic audience of loyal followers (that will turn right into customers).
For statistics, facts, and tips for lead nurturing: