Nowadays, users give several hints about their interests while browsing shopping websites, but they don't realize this — and usually neither do companies, which causes them to miss several conversion opportunities.
Even though there is little time left until the end of the year, there will still be many important dates for commerce and this marketing strategy, the contextual offer, can boost your company's sales from Children's Day and extend through Black Friday until Christmas.
The contextual offer considers which category of offer should be placed for each visitor to your website and/or application, based on behavioral or situational variables (such as the weather forecast in the location where the user accesses).
Therefore, the user who is already engaged in a conversion path, but who for some reason ends up abandoning the cart, when returning to the site, in addition to being invited to continue where they left off, is also impacted by relevant content (offers) to their interests instead of random product banners.
A 2021 survey by MetrixLab revealed that contextual offers make companies remembered 93% of the russia whatsapp number time and purchase interactions increase by 63%.
Because these offers are at least 25% more relevant to the consumer, they guarantee 40% more approval and are 18% more persuasive.
Large e-commerce companies already use contextual offers. This is how, nowadays, when searching for a product on Google and clicking on an ad, we can easily find products that match our interests and behavior on the website where the product was offered. It works as if we were in a physical store, asking a salesperson for help to complete the purchase according to our specific needs.
Artificial Intelligence in charge of marketing
Everything said so far is possible thanks to the learning of artificial intelligence (AI). AI is gradually taking over marketing, and the logic behind contextual offerings could not be left out. All tests, variables and scenarios to understand consumer behavior are being controlled by programs based on machine learning.
This does not mean that a qualified team with marketing analysts, CROs, etc. is not necessary. Quite the contrary, a team with expertise is needed to teach robots in an increasingly refined way, making them work for you. Data analysis is extremely important to know how artificial intelligence should act, otherwise it will not have any truly valid return.
Want to know how contextual offers can help generate the best results for your business? Contact our experts and learn more about our solutions!