How to increase conversion rate? Steps to boost sales

Obtaining this information is much more challenging than the simple data and facts from the analytical variant. But precisely this background knowledge significantly eases future conversion rate optimization.

The identity graph is the first major hurdle

The big issue here is the question of whom you are precisely addressing. Of course, you have a certain target group in mind. But you do not know at first glance whether this target group actually finds its way to your page. The data provided by simple statistics modules are usually quite vague. Gender and approximate age, in general, can be inferred from these.

However, only with more information about the people behind the IDs in your store can you take targeted action towards your visitors. Experts refer to this as Identity Resolution. The market has increasingly become a customer-centred market in recent years. While the motto “The customer is king” was often ridiculed before, today it is truer than ever.

A vast online offering in direct competition with retail has led to there being practically no product for which there is not ample competition, where the customer could also make their purchase. This means that you must win over the customer as such and bind them to you and your online store. This only works if you genuinely know your users. Without an identity graph, this is almost impossible.

What is an identity graph?

An identity graph summarises all the data and information you can get about a customer. These must be gathered from numerous databases and different information sources. But with the right solutions, you have the opportunity to speak directly and individually to your users. You get information about interests, purchases already made, regional data and, of course, the approximate age and gender of a person.

This is achieved by establishing a connection between the customer’s devices and the customer’s own data in the identity graph. For example, information can be saved through cookies when someone logs onto a page. Ultimately, there are five different identification methods for an identity graph. When you combine these five different variants, you get a very detailed picture of your customer.

It is important, of course, to always obtain the customer’s consent. Without this consent, the corresponding data cannot be processed, let alone stored. The creation of an identity graph would then not be possible.

What benefits does an identity graph offer?

A significant point in the question about the conversion rate is the user’s real interest. Many consultants forget this factor when it comes to Conversion Rate Optimization (CRO). However, the reasoning behind this is entirely logical: the more accurate your offer based on the interests of your potential customers, the better the chances that the user will actually become a customer.

An identity graph gives you the opportunity to provide visitors to your store with offers that match their interests. Such individualised offers represent a much greater buying incentive for the user on your site than, for example, the general presentation of your store.

Once such a graph has been created, it offers you a variety of options, also in creating targeted web campaigns. Thus, you can create campaigns that use personalised offers and present them to visitors of your own app for your store or the users of your store in the online version. Also in email marketing or through push notifications, these campaigns can achieve great successes and thus build a certain customer loyalty