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When your on site content is tailored to the wants and needs of your target consumer, then the battle for ecommerce conversion is already half won. However, this statement makes a number of massive assumptions, firstly that you know who your best consumer is, and secondly that you understand them!  Easier said than done…

Understanding the online consumer.

WUNDER has taken decades of psychographic insight and applied it to understanding online consumer behaviour. Realtime personalisation is at the heart of WUNDER’s IP. But the inherent value of machine learning is lost if there isn’t first clarity on what the consumer mind is really like. The first step in improving ecommerce conversion for brands that choose to harness WUNDER’s AI is to first map out the consumer mind. Research is at the forefront of what WUNDER does. By analysing consumer data, it is possible to segment audiences for the purpose of better engagement and conversion. 

Historically there is a huge disconnect between consumers at the brand engagement level and consumers in the buying funnel. The first feels like a broadcasting of messages, while the latter is akin to presentation of product with a transactional purpose. But what happens when you connect the brand message and brand values to the psychographic profiles of key consumer segments? When that happens, you can certainly improve the online experience of each and every consumer, for increased ecommerce conversion. 

What’s a good conversion rate?

There’s no right answer to this question. Perhaps a better question would be, what was the best conversion rate our brand ever recorded, and why did this happen? There are learnings to be made from competitors and there are certainly lots to learn from experimentation too – and have we mentioned clustering? Always be clustering! But the only thing you should be comparing yourself to is yourself. You should always want to improve on where you are. There are some fundamental basics like site speed, accessibility, user experience and so on, which can be incrementally improved upon with the assistance of site optimization tools and solid ecommerce expertise. However, the fundamental insight is this – if you can truly get under the skin of your sweet spot customer, by grouping them according to their psychological wants and needs, you can then tailor the products and content that they are most likely to engage with onsite.