Onsite marketing is a way to increase ecommerce visitor engagement and sales by focusing on customer data and personalization. With ad costs skyrocketing, focusing on converting existing traffic is as important as ever.
How does onsite marketing differ from traditional visitor engagement strategies?
Unlike traditional tactics, onsite marketing relies on detailed customer segmentation data to track their path from discovering your store and products to making a purchase and beyond. That data helps create personalized experiences that show your customers they are valued and understood, ultimately building loyalty.
Onsite marketing is an ecommerce marketing strategy that involves engaging and converting website visitors through targeted campaigns tailored to their behavior and data. This includes factors such as how they discovered the website (organic or paid traffic), their purchase history, and the pages they are visiting or have visited.
Ecommerce businesses using onsite marketing integrate engagement tools like popups, onsite notifications, chatbots, landing pages, live chat, and signup forms, into one strategy. This cohesive approach aims to deliver personalized shopping experiences, driving engagement and conversions.
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Onsite marketing is an ecommerce marketing strategy that involves engaging and converting website visitors through targeted campaigns tailored to their behavior and data.
There are many benefits of using targeted promotions for ecommerce stores. You can make the shopping experience more engaging and relevant. Also, you’ll be able to make product discovery quick and easier for customers, ultimately increasing sales.
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These are the marketing messages on websites that appear only to customers who committed a certain action or met some requirements.
Examples of targeted onsite promos:
This offer can appear if a customer adds a product to the cart (you can increase the average order value and improve product discovery this way). To make such onsite marketing examples, you’ll need to use targeting options in your marketing apps:
The next example, highlights if a customer visited a product but left without buying, a promotion like this will be a great way to remind them and encourage them to reconsider buying.
Choose an onsite tool to share your messages (this could be website popups, upsell apps, automated chatbot messages, or website banners).
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Embeds are signup forms that you can place (or “embed”) almost everywhere on your ecommerce site without coding. You can embed forms like:
Embeds make it really easy to increase the chance that your marketing message will be seen at the right time by the right customers. Besides, it’s a good way to engage visitors in case your website has active popups (or you don’t want to use popups altogether).
Émoi émoi, an online clothing store, promoted a special B2GO (Buy-two-get-one-free) offer. To get the free item (socks), customers needed to choose a size and add the promo code to the cart. To make this task easy, émoi émoi placed embeds on product pages (only for items that were eligible for the offer).
Besides being a great onsite marketing tool, embeds can also be configured to be shown only to customers who meet certain criteria. For example, an embed with a promo offer only for regular visitors on pages with a new collection could be a good way to get repeat customers.
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Onsite notifications are a social media-inspired website feed equipped with visitor targeting and marketing features. Black Ember, an online store that sells tactical backpacks, drives traffic to pages with new products and special offers.
Onsite notifications are a completely new way to engage visitors on ecommerce websites that come with very useful benefits:
Making every onsite notification campaign targeted is also possible (and necessary to make them as engaging and relevant as possible). You can use your customer data and the targeting options to create personalized campaigns for every visitor group.
Suppose a customer is considering buying but opts for a one-time delivery option instead of subscribing. This is fine, of course, but you can still make one final push and put every benefit of being a subscriber in front of them. Many businesses would just use a website banner or a website popup that appears immediately after a visitor lands on a website (which is not ideal, since an embed can easily share this info without interrupting the browsing experience).
Instead, we can create a campaign that appears only when a visitor adds the one-time option to the cart like Magic Spoon.
Creating such a campaign is also easy—you can either choose to show it when a visitor adds a product to the cart or just simply clicks on “Buy” on the one-time purchase page (the second option is done with the so-called “on-click popups”).
The traditional way to promote loyalty programs is with homepage widgets, dedicated landing pages, and emails. And it still works well. But you can motivate more customers to join your loyalty program by making its promotion more context-based and personalized (which is what onsite marketing is all about).
Examples of such campaigns (could be displayed in banners, popups, or other tools):
This popup with the loyalty program promo on Db Journey appears on the product page, which is an excellent idea since visitors browsing products are more likely to buy.
More than 63% of ecommerce orders are made from mobile. That means mobile shoppers deserve special attention. Often, it’s worth experimenting with different marketing offers for desktop and mobile visitors—many businesses have found that the two channels perform differently.
Besides, it’s also about the mobile shopping experience. Google prohibits businesses from showing intrusive interstitials on mobile devices, which means we need to make our campaigns optimized.
Charlotte Bio, a cosmetics brand, promoted a flash sale using two campaigns— a desktop popup and a mobile-optimized version.
Both campaigns allowed shoppers to apply the discount code in one click—which was equally easy on both platforms thanks to the optimization. The desktop campaign generated 137 code applications, while the mobile one got 734, showing how important it was to optimize the appearance of the offer to smaller screens.
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If used correctly, gamified campaigns like quizzes and spin-to-win popups can be very effective for lead generation and boosting sales. “Correctly” means using popup wheels for time-limited campaigns like sharing discounts during flash sales, BOGO offers, or giveaways, and quizzes to provide personalized product recommendations.
TOMS uses this campaign to engage unregistered visitors during sales.
This next tip may not sound like anything new. Your offers to loyal customers displayed on your store can be more targeted and strategic (and therefore more effective).
You can offer an additional 10% off for repeat customers only when they add a product to the cart as a thank-you for shopping with you.
Or you can experiment with timing. For example, you can make a private “deal of the day” or “deal of the hour” for repeat customers and promote it with emails and on your website only to registered visitors.
Once again, creating offers like that requires you to use targeting options and ecommerce properties in your onsite marketing apps. For example, here’s how popup targeting options look in Wisepops, an onsite marketing platform.
Live chat widgets, banners, email popups, bars, you name it—you have a lot of onsite marketing channels to engage your visitors with. We can combine two or more of them to help you achieve one goal.
A couple of examples:
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“Non-signup campaigns” include onsite messages that are related to website navigation, driving traffic to specific pages, collecting customer feedback, and other goals where signing up is not required (like in a newsletter signup).
The goal here is to make shopping easier with personalization and get some helpful feedback from visitors. Here are some examples of onsite marketing campaigns from ecommerce:
This popup box shows related products to the one that has been added to the cart.
Onsite marketing helps sell more by turning more website visitors into customers. It’s different from the usual methods because it brings together all the tools on a website (like popups, bars, signup forms, live chat, and more) into one cohesive plan. When you use onsite marketing, you can make shopping on websites more personal for each visitor.
Oleksii Kovalenko is the head of content at Wisepops. He has been working in ecommerce marketing for over six years, helping online stores generate quality leads and grow. Besides marketing, Oleksii studies climate science and enjoys watching NFL games.
