How HubSpot can help your eCommerce platform

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Over 95% of website visitors don't buy anything on their first visit (HubSpot). That’s harsh. You’ve invested so much time, money, thoughts and dreams into your business, and not even 1 out of 10 people that enter your digital store is there to purchase. But what are they doing? Well, they’re just starting the process of shopping - they’re exploring. Even so, more than 60% of shopping sessions do start online (Oberlo).

It’s an opportunity, not a death sentence

So don’t look at that 95% figure in a negative way, because it’s not. It can mean the size of your playground on the market. Or your area of improvement. And there is a lot you can do by these figures. First, you need help. Adequate and tailored assistance. One of our representatives can assess the needs of your business, indicate the right tool and the appropriate level of services that come from it. This will expand your rate of success and convince, bit by bit, those 95% of non-buying visitors.

 

Why choose HubSpot?

One of the strong, dedicated products we use at Martech is HubSpot. You’ve surely heard about it, but if you’re here right now, you most likely need it. And here’s a short list of points on how it can help your e-commerce business:

 

1.   Build a Brand People Love

Adding inbound to your powerful direct response marketing will help you rank in organic search, establish your brand, and grow your social reach. It’s time buyers know exactly what you stand for.

 

2.   Convert Traffic into Sales

Over 95% of website visitors don't buy anything on their first visit. Use HubSpot to create optimized product pages, landing pages for ads, and emails that deliver a more customized online shopping experience for your audience.

 

3.   Personalize your Marketing

Use your buyer's purchase and website behavior to personalize customer marketing, email campaigns, and webpages for abandoned cart nurturing, upsell campaigns, and more.

 

4.   Track and Attribute Revenue

Get a view of your entire funnel by tracking customers from their first site visit to their latest purchase. HubSpot for ecomm provides direct attribution reporting between marketing efforts and digital dollars spent.

 

How to Connect your Online Store to HubSpot

You’re probably wondering if this isn’t too complicated for your limited number of products or maybe quite niched area you’re dealing with. We wouldn’t talk about it if it wouldn’t work in so many environments. HubSpot integrates perfectly with WooCommerce or Shopify (just to name the two main e-commerce platforms) but it’s also customizable to fit your technology. The time when you can connect any device to one standard port is near. Similarly, software will soon become universally connectable.

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What HubSpot is actually doing for your eCommerce platform?

1.    Uncovering customer buying patterns and segmenting your customers

The reason you need a tool like this is because the traditional instruments (feedback forms, research of customer patterns) have a limited insight on your actual clients. So you need to know their online behaviour better. Every time they interact with your business, be it on social media or your website, they leave traces, which translates into data that you can work with. This is valuable to you as it’s exactly what you need to sell more.

Technically you sync your clients’ data in the CRM tool that HubSpot provides. And from here on you begin a segmentation process. With every new interaction between the client and your business you find out more and you get closer to a new sales opportunity. Find out more about using e-commerce integrations here.

2.    Automate marketing campaigns

You’ve probably experienced yourself as a client how big online shopping platforms track you when you abandon your cart before checkout. Re-engaging sales workflows with an email which comes at the right time is what turns a lost customer into an active one.

Personalized marketing campaigns can be done with HubSpot and if you’re already using Shopify or BigCommerce you can integrate it and get the most out of the Hubspot workflows. And there’s no limit to the number of campaigns you can create with this tool, with the clear mention that this automation requires the Marketing Hub Professional or Enterprise and Sales Hub Professional or Enterprise packages.

3.    Track revenue using direct attribution reporting

The reason everybody uses analytics cookies is that you want to know what makes your clients “click” so you can invest more in that direction. HubSpot doesn’t just offer rough data, but also complex reporting of your marketing tools & channels and the outcome of sales orders. So basically you need to put your money not where your mouth is, but where your potential clients are. And to find out where they are, you need a tool like this.

 4.    Continue to attract new customers with Inbound Marketing Tools from HubSpot

If all the previous steps sound just about logical for a tool like HubSpot to do, well there’s more. The integration with the eCommerce platforms is surprising, because HubSpot is an all-in-one eCommerce marketing and sales platform, providing service for, but not limited to: social media marketing strategy, content management, lead generation, search engine optimization or customer relationship management.

Technically, it does that by its Hubs (Marketing, Sales, Services etc.) from where you can control your interactions with clients, be them potential, existing or recurring. At each touchpoint you will have the data you need at hand so you can personalize your messages and your approach.

Access to data and the tools to work with it

That being said, HubSpot gives you access to the data, compiles them in reports and then breaks them down for the subsequent tools it carries so you can actually sell more and give your clients a better online shopping experience. 2022 is right around the corner, everyone else in your market segment is stepping up their game so you can’t afford to lose one second.

Mediapost Martech can guide you through HubSpot’s tools, show you its capabilities and also touch on some best practices in real case studies.

How should your business be using HubSpot, based on your goals? That is the question we’re here to help you answer.

Topics: ecommerce

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