If you sell dog T-shirts, it’s important to know which of your customers own dogs so you can market more effectively to them.
If you run an ecommerce website, you’re probably gathering basic information about your customers during the checkout process. Most shopping carts require the customer to register for an account to complete their order, and if you’re like most businesses, you probably haven’t customized this form.
If you haven’t customized your registration or checkout form, you’re missing out on one of the biggest opportunities to build relationships with your customers and increase your long-term revenue.
A customized form gives you better data
You’ve probably already done your market research and have discovered who your target market is. While this is vital information, it’s equally as important to segment your customers as they purchase your products so that you can begin marketing to more detailed demographics.
When your customers fill out a web form, whether it’s to make a purchase or download a freebie, the information they provide gets stored in the database of your list management software. This is important to know because that stored data gives you the most leverage for building relationships with your existing customers bysending them personalized email messages.
When you have detailed information on your customers, you can craft special marketing messages sent only to each targeted group. Targeted marketing messages provide better results than broad marketing messages.
Your ability to send targeted emails to your customers is only limited by the amount of information you collect from them.
Always ask for a little more information
The web forms your customers fill out to make a purchase usually ask for the standard bits of information like their full name, shipping address, and credit card number. While these are important pieces of information, asking for a little more information can help you generate more sales in the long run.
While you don’t want to get too personal, don’t be afraid to ask for birthdays, favorite foods, or any other bits of information that will help you better segment your customers. But only ask for what’s relevant to your business and the reason they’re signing up. If your customers are signing up to get a free pizza, it’s appropriate to ask them what their favorite pizza toppings are. If you’re selling life insurance, that same question won’t be appropriate.
Information helps you provide targeted messages
If you run an online T-shirt shop and are promoting a sale to clear out your inventory of dog T-shirts, you want to be able to send a targeted email to your customers who have pets. While you could send your promotional email to all of your customers, people without pets might wonder why they’re getting the email and unsubscribe from your list, thinking they’ve signed up accidentally.
In this example, it would be beneficial for you to add a simple question to your account sig-nup form asking people if they have a dog. Then, program your list management software to segment or tag the people who have a dog so you can market your dog T-shirts directly to them.
The key is to ask for information that will help you better communicate with your customers in the future. But don’t go too far—asking for unnecessary information, or creating a web form with too many fields,can decrease conversions and lead to abandoned shopping carts.
Small changes can create big results
Asking for more information, even if it’s just one simple question, is a small way to make a big difference in your marketing success. Collecting data allows you to personalize your emails.Personalized email messages make people feel special, and when people feel appreciated by a business, they are more likely to make a future purchase.
Anna Johansson is a freelance writer, researcher, and business consultant