Automatización y Maduración en Ventas de Productos

Lead nurturing is an essential process in the eCommerce world that can make the difference between a successful sale and a lost opportunity. Understanding how to take a lead from first contact to purchase decision is critical to any online business. This process not only increases conversions, but also builds stronger customer relationships.

What does it really mean to mature a prospect?

Maturing a prospect means preparing them to progress from the initial awareness stage to the final purchase decision stage. It is not simply waiting for the customer to decide on their own, but actively accelerating that process through specific strategies.

When we mature a prospect, we are:

• Reducing the risk of him choosing a competitor.
• Minimizing the likelihood that they will abandon the purchase.
• Ensuring that they complete the transaction with us.

This process is crucial because, although a prospect may eventually buy from us, there are risk variables that could lead him to other alternatives. Maturing helps us ensure that this customer chooses us and not the competition.

How do you organize your prospect information?

Before you start nurturing a prospect, it is essential to have a system for organizing your information. We cannot communicate in the same way with someone who has just learned about our brand as we do with a repeat customer.

To organize this information, we can use:

• A CRM (Customer Relationship Management) such as Soho, Salesforce or HubSpot.
• Tools integrated in eCommerce platforms.
• A simple Excel file with the activity points of each customer on our site.

The essential thing is to be able to classify customers according to their level of familiarity with our brand in order to personalize our communication. Recall that in previous classes we saw two types of touch points:

1. Transactional: Offers specific information about products of immediate interest.
2. Communicational: Shares general content such as blogs and social networks.

While communicational content can serve all customers, transactional content should be tailored according to the stage each prospect is in.

How to implement automation in the maturation process?

Automation is key to efficiently respond to user actions. It is about understanding the customer's behavior on our site and programming automatic responses that help them move forward in their decision process.

A classic example is the abandoned cart:

1. User registers on the site.
2. Adds products to the cart.
3. Starts the checkout process.
4. Abandons the transaction without completing it.

This behavior is common and comparable to when quoting in a physical store. Users often want to know the total cost including accessories and shipping before deciding.

How to create an effective abandoned cart recovery flow?

A typical flow to recover abandoned carts could be:

1. The system detects that a user has abandoned the cart.
2. It waits for a certain time (recommended no more than one hour).
3. Verifies that the product is still available.
4. It sends a reminder email that may include:
   • A simple reminder of the product.
   • A special promotion.
   • A discount coupon.
   • An offer of assistance to complete the purchase.

It is advisable to create a flowchart that represents the possible actions of your users and how you would respond to each one. This will help you visualize and plan your automation strategies.

What other behaviors can we track to improve maturity?

In addition to the abandoned cart, there are other behaviors we can track to improve our maturity process:

• Users who have repeatedly viewed the same product.
• Customers who have made multiple inquiries about an item.
• People who have spent significant time on certain pages.
• Recurring visitors who have not made purchases.

For each of these behaviors, we can design automated responses to help resolve questions, offer incentives or simply remind the user of their interest in our products.

The key is to understand the customer's behavior, classify them according to their stage in the buying process, and communicate effectively to accelerate their decision.

Lead nurturing is an art that combines understanding customer behavior with effective communication strategies. By implementing these processes in your online business, you will be closer to converting visitors into satisfied customers. What behaviors would you like to track on your website? What strategies would you implement to respond to those behaviors? Share your ideas in the comments.