Digital strategies
Lead nurturing is useful to improve the performance of your e-commerce and guide the customer towards the purchase. Let's find out how.
Data and studies prove it: acquiring a customer costs 5 to 10 times more than retaining an existing customer , especially in a context like the current one where advertising costs seem destined to reach increasingly high levels.
The secret to the success of an eCommerce project is therefore increasingly linked portugal cell phone number list to the concept of " retention " which, as we have already had the opportunity to explore, is increasingly inextricably linked to that of " customer experience personalization ", " customer loyalty", but not only.
In today's in-depth analysis, let's discover together how an effective lead nurturing strategy can also be an asset in the e-commerce field .
From knowledge to loyalty: mapping and optimizing the customer journey
As we know, a user's purchasing experience develops through a journey, the customer journey , which touches different points of contact, both physical and digital, but above all touches different phases, during which a real relationship is created between the brand and the consumer.
Let’s analyze the main ones in detail:
awareness : that is, the consumer's awareness of being able to find the solution to their needs in a known product/service, through different channels;
familiarity: the product becomes familiar and recognizable to the consumer among a wide range of similar products;
consideration : this is the preparatory phase of the choice in which the consumer seeks information;
purchase : this is the actual purchasing phase;
Loyalty : This is probably the most delicate phase in which it becomes necessary for the company to strengthen the relationship with the newly acquired customer in order to retain them.
The growing diffusion of digital media and the affirmation of omnichannel strategies are further revolutionizing the purchasing process , placing the consumer more and more at the center of it.
In 2009, McKinsey introduced a new model of the purchasing process that replaces the more traditional model presented above and allows for a comparison between brands and consumers , subjecting the former to continuous judgment.