Launching an ecommerce store? You have everything ready, your products, your website, your design - even your analytics? Yupee !
But how about your CRM ?
How do you plan to know your future leads and customers ?
Usually, when your packed with a ecommerce solution (let's say, Shopify, Woocommerce, Prestashop - or another), it comes up with "CRM capabilities" - usually, that's just a customers/leads list : First name, Last name, email & shipping adress. You could also get some useful data, like the number of orders and the total amount ordered through your store.
Add to that some data your emailing software is giving you. Some data that is not even connected with your store.
And... that's it.
While there's so much more to know - and to do.
In this article, we'll review a simple go-to plan you can start with today to extend your CRM capabilities. Let's dive in!
Take some time to review what you need to know about your customers.
Usually, for our clients, our basic go-to is in 3 elements:
Take some time to review your business and what kind of data you think will suit you the best. While we provided some examples in the lists before, we'll now build it for real!
For this example, we'll review a Shopify shop (but that would work the exact same way with a WooCommerce, Magento or Prestashop), coupled with Autopilot as our emailing program that will support our CRM.
I'll also show the demonstration with Mailchimp - to show that it can work (with some differences) with Klavyio, Sendinblue, ActveCampaign, CampaignMonitor, etc.
As many ecommerce softwares, Shopify works with two main different objects for us here : Customers and Orders - both are linked, but the main object we will use is Customers.
Our sole objective is to make sure we can gather some data from the orders into our CRM, to get the basic figures of orders, that are essential for your business.
The personal data we want to use from Customer are : First Name/Last Name/Email adress. Add here any more informations you can get (shipping adresses, phone number, etc.). Usually, the email adress is the unique key identifier we'll use for each customer.
The shopping data we want to use from Orders are: # orders/$ spent amout/order date. Add here any global customer data your ecom system is providing : # total of orders/ $ total spent/first order date/average basket, etc.
Now that we gathered the data from our ecommerce sotfware (ie. the "Shopping data"), time to have a look at where we keep our customer data. For ecommerce compagnies, that is usually the email marketing software.
Using the email adress key, your email marketing software (Mailchimp, Autopilot, ActiveCampaign, Klavyio, etc. : you name it) have aggregated data on your customers, different that the shopping data :
That's the basic data you have, only relative to emails.
For many marketing tools, you'll also have the ability to identify and collect more data about online visitors - and if they're identified, then collect data about their navigation.
Autopilot gives some examples on their website.
For instance, for each email sent, update the last email sent date and the amount of emails sent :
For opened emails, same work, where you update the last email opened date, the amount of emails opened during the last 90 days (and using the Delay Action, you minus the amount after 90 days) and an "Current Engagement Score" rolling on 60 days :
Last - but not least - you can also track the visitors on the website!
The example Autopilot provides is useful to have a more precise "Current Engagement Score" variable, because you're taking into account the visits on the website.
But for a ecommerce website, you can take this to the next level, using for example tags or categories. For example:
On Sendinblue, you can do the same thing, using a "Tracking Journey". The emails tracking journeys are the same, and you can even do the Tracking Website activity part to collect more data in your CRM.
Start with "Website activity" > "Page Visit" :
Select the kind of page that interest you - for instance, webpage with a URL that contains "shirt" :
We can then add the person in a specific "Shirt" list, add 1 to its "Shirt Interest" score, and more.
Repeat this step for your main categories and let data collection do its work for a few weeks: you'll have segmented data about your subscribers! You can use this new powers to send targeted emails and improve your conversion rates right away!
Main CRM tools have native integrations with ecommerce systems. Prestashop works well with Sendinblue, Klavyio works well with Shopify, etc. They all have their pros and cons and they might not be all suited for you : send me a message if you have a question, I'd be glad to help.
If you don't have a live integration, your best bet is to use a software like Zapier or Integromat to link them both and have all your data living inside your CRM system.
My usual go-to software is Zapier. I will share here a few examples of classic Zaps I use for this case.
Select the "New Paid Order" trigger (this could be Shopify, WooCommerce, Prestashop or others, it works pretty much the same way):
Then update your CRM system. Depending on your CRM and field structure, this might be different: adapt the zap according to your need, using the Shopping data that your ecommerce software is sending to Zapier.
For example, Shopify is sending the following data to Zapier, that we want to add in your CRM:
And we also have the following data to use:
Along the years, I've seen many use cases and have developed a list of data that you can include in your CRM and use both for your segmentation and in your automations:
Based on the data collection and the data CRM you're now tracking, you can create the following lists:
You have the data, you have the list. Now, you can create the following journeys to take your store to the next level:
The Perfect Email Journey to get back +25% of your lost checkouts
They're lost opportunities, and generally people who would buy your product, but stopped right before the end. Opportunities that you generated for your business, either organically by putting content out there, or via paid media - and you already paid $$ for it.
I'm sharing here a proven tactic that drive results to get back at least 25% of your lost checkouts, while the e-commerce average is around 8%.
The checklist is accessible here: https://docs.google.com/spreadsheets/d/1-zSMx_nvKNnQcSLa_nixzLaWn3M80vcXrtCLwTCdALQ/edit?usp=sharing
It's locked by default - to use it, copy in into your drive to make the changes in the blank cells.
Measure what matters - the rest doesn’t count.
Even when there’s none left, there are still some more
Your products are awesome. What if we could sell more of them?
Spam? Junk mail? Special offer? Unsubscribes? Hard Bounce? Open rate at 14%?
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