Use geo-data to sell more

One thing that’s vital to understand is where your online shoppers are based. Using geo-data, you can see where visitors come from to understand their needs. This includes the language they want to see while browsing and the payment methods and currency they prefer when they checkout. We’ve seen ecommerce businesses more than double their conversion rate by adding these features to their site.

Working with a PSP like Mollie can help you automatically show the correct language and currency on your ecommerce store’s checkout page to boost your conversion rate.

Tools to use: Google Analytics, Similarweb

Discover when your customers buy

You can discover more about your customers’ spending habits by analysing your data. This includes the times that they like to buy. Knowing this, you can use data-driven marketing activities to target them at the times of day they want to shop – such as when they’re on their lunch break or scrolling their socials in the evening. With the right tools, you can do this for individual shoppers to personalise their experience and market to them more effectively.

Suppose a customer hasn’t purchased in a while. In that case, personalised retargeting ads (created using data like purchase history, page visits, etc.) can be a great way to get them to return and increase brand loyalty. For more, see our guide on creating a personalised ecommerce experience.

Tools to use: Google Analytics, CRM software

Explore your cart abandonment triggers

There are many reasons a customer might decide to abandon their cart. Some leading causes are unexpected costs, being forced to create an account, and security concerns. Use tracking tools to determine why your shoppers aren’t completing their purchases and then see how you can remove those barriers to sale – increasing checkout conversions. This could be by introducing free shipping or enabling guest checkouts on your site.

Use Google Analytics to track the pages where shoppers are exiting your site or analytics software to create heat maps that can show you how shoppers are interacting with your ecommerce site.

Tools to use: Google Analytics, Hotjar

Recover your abandoned carts

A shopper adding something to their shopping cart strongly indicates that they want to buy it. But if they then abandon their cart, something has happened to change their mind. Using the advice above, you can minimise cart abandonments, but you won’t be able to eliminate them altogether. But you can use tactics to reengage a shopper and entice them to return to buy their chosen item.

You can do this by setting up notifications that trigger when a shopper tries to leave your site, offering them incentives to buy or asking why they might have second thoughts. And by sending out a cart abandonment email after a (sensible) length of time, you can try to get them to complete the sale. If they’re a known customer, refine these emails by assessing their previous orders to calculate a suitable discount rate to offer.

At Mollie, we offer second-chance features to help give your shoppers a second chance to pay. With the flick of a switch, automatic emails remind the customer to finish a purchase, driving conversions.

Tools to use: Email marketing software, Mollie

Learn what device they use to browse and buy

It’s vital to understand as much as possible about your customers, including the devices they use to browse and buy. You can investigate data to see what devices they use when visiting your store and develop a plan to sell to them more effectively.

This could include ensuring that your site is optimised for mobile, creating a mobile app, or improving the desktop-to-mobile flow using QR codes on the checkout screen. For more, see our mobile commerce guide.

Tools to use: Google Analytics

Discover why (and where) they leave

Cart abandonment is bad, but so is a shopper leaving your site without even being tempted to make a purchase. By assessing the pages on your site to see which have the highest exit rate, you can determine what might be putting visitors off – whether that’s on your shipping page, a landing page, a product description page, or others. By doing this, you can spot and address the issues that cause them to leave your online store.

Tools to use: Google Analytics

Understand their favourite payment methods

A shopper always has a favourite payment method (or methods). And making sure you offer all the payment options your customers like is a great way to increase your conversion rate. The best payment methods to provide depend on the industry you operate in and the markets you sell into. If you want to learn more about what those might be, check out our guide to the best payment methods for your business.

By partnering with the right PSP, you can offer multiple payment methods and access real-time payments data to determine what your customers like to use – whether that’s cards, local options, or buy now, pay later. And the best PSPs should go one further, providing other benefits like dedicated support teams that can explain how to use payments to grow your business.

Tools to use: Payments with Mollie

How payment analytics can help

Getting into the finer details of your payments is an excellent way to understand what’s working and what’s not. Using a detailed breakdown of your business’s transactions, you’ll be able to spot things like a batch of failed payments or track refund data to address any problems with your products.

With Mollie, you can use webhooks to access real-time payment status updates. You can add a webhook URL when creating a payment for almost instant reconciliation. We also help you track and manage payments through our Dashboard, which offers real-time payments management, including the ability to initiate refunds. You can also see data and reports to improve what you do and keep up to date with your growth.

The Mollie App also lets you manage your payments on the go. Available on Android or Apple, you can use it to see when a payment comes in, track your transactions, and view your current balance – wherever you are. It also lets you send payment requests or generate a QR code to receive in-person payments from your customers. You can also add other team members and organisations to the app to make doing business even more straightforward.

Tools to use: Payments with Mollie