Artificial intelligence is certainly one of the most talked about technologies for some time. However, its fields of application remain unclear and few are able to cite one of its concrete uses. In the e-commerce sector, however, it can be extremely useful, especially in the context of the commercial animation of your site.
Artificial intelligence offers the possibility of increasing the attractiveness of the e-commerce sales cycle by considerably enriching the user experience. Used wisely it will also have a beneficial effect on the conversion rate of your online store. This will be done through a smarter and more personalized commercial animation.
ARTIFICIAL INTELLIGENCE: A THREE-PHASE SYSTEM
The implementation of an artificial intelligence system is done in three stages.
First of all it is a question of collecting the available data in a data center in order to carry out a first phase which will allow to “crunch” the data, that is to say to extract from it the useful and necessary elements to his treatment in a marketing perspective.
The data is then integrated into an analysis tool that will allow to first make it readable to all and analyze it in a concrete way. This analysis will make it possible to better know the visitor and to think of actions to implement to enrich his user journey.
Finally, the last tool will be responsible for implementing these actions through a smart and personalized commercial animation . The objective is to interact in real time with the consumer based on the data collected through his customer journey and the actions he performs on your e-commerce.
THE OBJECTIVES OF COMMERCIAL ANIMATION
Every consumer is not worth it. Some consumers will be more interested in the expertise, even if it means paying more. Others will be solely price oriented.
The path of the classical conversion rate is obsolete. We find that macro conversion has given way to micro conversion . At each stage of the consumer journey we will determine a conversion.
A commercial animation managed by artificial intelligence must in this context be able to meet 3 main objectives.
TO AROUSE THE INTEREST OF THE VISITOR
The first objective is obviously to arouse the interest of the user as soon as he arrives on the site. When someone comes to your site in a search context, they must feel they are confronted by an expert in the field they are interested in. If your e-commerce is generalist, it must immediately be able to highlight the product universe related to the search of the user. If, for example, you sell sporting goods and the visitor arrives on your site looking for ski equipment, your shop must immediately present an interface and an offer related to winter sports.
CONFIRM TO THE USER THAT THE SITE MEETS HIS NEEDS
The second objective is to reassure the visitor even more by confirming to him that this site is able to answer precisely to his need. This includes an advisory phase and highlighting the right products. The user knows now that he is on a site that corresponds to his research, it is now to show him throughout the purchase process that beyond answering the search, this e-commerce has of the solution that will precisely meet his needs and that he will be able to guide him quickly towards it.
LIFT THE BRAKES ON THE PURCHASE OF THE VISITOR
The third and final goal is to lift the brakes on the purchase to convert the visitor into a customer. It is the setting up of a reinsurance process with different means of action (mailing, popup …) and the presentation of purchasing opportunities through, for example, exclusive promotions. Finally, it is important to further strengthen the consulting dimension on the final stages of the purchasing process.
The artificial intelligence is not THE answer, it is a way that captures the visitor location in its commitment. Thanks to the AI you will be able to place the visitor in the right context and provide the answer in real time.
HOW TO UNDERSTAND A NEED IN A SALES CYCLE?
There are several phases in a sales cycle:
- the discovery of the site
- product discovery
- the discovery of the offer
- the basket
- the validation of the basket
- the choice of delivery
- the payment
At each phase, a consumer need must be identified and Artificial Intelligence must be able to analyze it and respond to it in the most personalized way possible.
How can the AI in real time identify and understand this need? It will collect two types of signals during the visit of the user on your e-commerce site.
First, it takes into account so-called “explicit” criteria that will be purely analytical. It will be the source of the traffic, the searched expressions, the landing page, the time spent on the site globally and on some pages … This corresponds to the visitor’s journey on the site and before his arrival on the site .
Then, Artificial Intelligence will analyze “implicit” criteria. These will be signals such as mouse movements. This analysis will allow, according to the movements made by the user on the site, to determine emotional axes. Is the user stressed, in a hurry, engaged?
It will also be possible to collect information on the types of content that interest more this user, those on which he stopped, the content he is reading … Finally, these criteria will also be able to tell us if the user is active on the site or moving from one site to another to, for example, compare offers and prices.
These sets of criteria are then crossed so that the AI determines what messages it will display in real time to users who consult the online store.
For each new visitor, a completely new and personalized shopping experience will be put in place.