Exit Intent: Helping Global Corporations Act Local

The retail industry involves a tremendous amount of trade-offs, with companies balancing marketing choices that may entice some customers while turning off others. A constant struggle for large companies is the need to appear to have a local presence; retailers that appear to be only a huge, obtuse megacorporation will have a difficult time competing with small businesses that are headquartered right around the corner from the customer.

Local

This concern is especially important for companies marketing products that customers feel a personal connection to: clothing, toys, and decorations. The average consumer wants to feel a sense of satisfaction from the items that express their creativity and personality, and it’s difficult to feel a connection to an item that was made 10,000 kilometers away and marketed to over a billion people.

So what’s the key to overcoming this marketing challenge? Medium- to large-sized businesses must make the extra effort to differentiate their marketing campaigns and appear local to multiple parts of their consumer base. The customer does not necessarily need to be convinced that the company is based near them; rather, it’s a matter of convincing the customer that the company has a stake in their country or region.

Visitor Segmenting

Good news for larger retailers: Exit Intent technology gives you the opportunity to appear local by taking advantage of visitor segmenting.

Visitor segmenting is a tool that many Exit Intent companies offer which allows you to display different messages to different customers. You can segment based on a variety of metrics: how the visitor arrived at your site, how long they’ve been there, or where they are in the world.

With the custom capabilities of Exit Intent pop-ups and the ability to keep track of your conversion statistics, visitor segmenting is an invaluable tool for designing, studying, and fine-tuning various marketing campaigns. 

Going Local

Imagine a bargain fashion retailer based in Southeast Asia. Despite the fact that their headquarters are in Thailand, their sales numbers depend on success in a number of different countries: Vietnam, Laos, Cambodia, and more.

Undoubtedly, there are large differences in the customer habits and pop culture norms of these various countries. In an effort to “go local,” the retailer can take advantage of these differences in Exit Intent overlays that have been designed specifically for each country. The visitor segmenting tool then allows each ad to be implemented only in the country for which it was designed: no Laotian ads being shown in Thailand, no Cambodian ads in Vietnam.

Beyond the obvious differences in language, your targeted ads can use inside jokes, local news, or special deals that you can offer only in the targeted country. Perhaps you can offer free shipping in Laos but not in other countries in the region; this is the perfect opportunity to employ an Exit Intent overlay that advertises free shipping for one small visitor segment.

At the very least, geographic visitor segmenting shows the customer that you’ve made an effort to understand them, their home, and their culture. This type of relationship-building goes a long way toward convincing the customer to eventually purchase a product or service.

Exit Intent: Helping Global Corporations Act Local

The Genius of Visitor Segmenting

At its most basic level, exit-intent overlays are a great tool for decreasing bounce rates and increasing overall sales. The best part about exit-intent technology is that its effectiveness increases as you work to further customize and streamline your campaigns. If your exit-intent platform allows for unlimited campaign creation, you can design dozens of designs to target specific segments of your visitors.

Your visitors are unique, coming from a variety of demographics and backgrounds. Data collection tools like Google Analytics will help you to build accurate profiles of your various customers. Once you’ve identified traits shared between certain groups of your visitors, you can work to develop campaigns that respond to the needs and desires of these groups.

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Here are three specific ways to take advantage of visitor segmenting and create more effective exit-intent overlays:

  1. Segmenting by Region: Imagine that you’re a Canadian company that sells men’s clothing and accessories. Depending on which province your visitor comes from, you may choose to display an advertisement in English or French. Visitor segmenting allows you to display one campaign in Quebec while displaying another campaign in entirely in the other Canadian provinces. This targeted approach helps you to communicate effectively with more visitors, rather than excluding some from the conversation.

Along the same lines, you could take advantage of an inside joke or local information to make your advertisements more effective geographically. A sporting goods store could advertise to Ohio State Buckeyes fans in Ohio while targeting Notre Dame fans in Indiana. The options are limitless!

  1. Segmenting by Behavior – Studying your site’s bounce rate gives you insight into the behavior of your customers: how many are leaving immediately and how many are looking around. You can separate your visitors into “bouncers” and “browsers” and display a different message to each segment. An effective message for bouncers may be something displaying popular products, while one for browsers could entice them to commit by offering 10% off their total purchase. Different customers have different needs and it’s up to you to address them.
  1. Segmenting by Visit – Some customers will visit your site multiple times before making a purchase. It’s important to build a relationship with these customers to convince them that you value their business. A simple overlay with a message like “Welcome Back” will go a long way toward making the customer feel special. Shoppers who feel that a company values their business are more likely to turn into repeat customers.

On the other hand, you can make a splash with new visitors by offering something as soon as they arrive. “Thanks for visiting! We’ll ship your order for free.” This exciting pop-up will inspire the shopper to look around, as they will be motivated by the deal they’re receiving.

The Genius of Visitor Segmenting