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In the US, more and more online store buyers are switching to the subscription model: last year alone, their number grew by 15%. Russian e-commerce is just getting started, but no one doubts that the trend, as always, will come to us a little later. So let’s get ready – get acquainted with subscriptions.

The growing popularity

of subscriptions is a natural process, and it is easy to explain. First of all, it is convenient for customers: instead of buying the same thing once a month, they simply pay money and receive the product directly korea mobile phone number data to their home. Those who have already

appreciated the benefits of subscriptions do not limit themselves to one: more than half of online store buyers have at least two.

For retailers, the benefits of subscriptions are obvious:

Savings on attracting new customers. The standard model, which is based on conversion, means that you have to spend a lot of effort and money on attracting customers. First, you turn a visitor into a buyer, and then work hard again so that he becomes a regular. The subscription model means that your customer immediately becomes a regular customer, and provides a stable income.

More accurate forecasts. To forecast income, traditional businesses have to rely on a number of assumptions and use a lot of analytics. The subscription model allows you to estimate income much more easily: you take the total number of subscribers, subtract the cancellations, and multiply by the subscription cost.

Optimized inventory management

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Imagine: you bought a product in advance, but it does not sell as well as expected. Or, on the contrary, a product suddenly goes viral, and its stock is running out, and you still have a thousand omnichannel customer experience strategy for saaS enterprises customers who want to order it. With a subscription, these problems disappear: you know exactly how many subscribers you have and how much product you need – you can plan your purchases more accurately and virtually eliminate leftovers.

And the best thing is that today, retailers have everything they need to implement a subscription model. They have many successful examples of companies and opportunities to use their experience in their niche.

Online books
In general, subscription-based models are ideal for two types data on of businesses: those who sell content, and regular services. We will return to the latter soon, but for now let’s talk about content in ecommerce – we are talking, of course, about the online book market.

Quite a lot has been written about the need to do internal store search. Mostly they talk about various usability improvements, like “make the search field noticeable” or “get rid of zero results”. We even once wrote a comprehensive collection of requirements for modern e-commerce search — we listed what it should be able to do and what it should look like. The text is completely relevant even a year later: a huge layer of online stores still simply ignore the search. Although, it would seem, there is hot traffic, interested visitors.

In general, everything is simple here

if the search engine collects statistics on search queries, this data can india mobile number data tell the marketer what to do. Using the example of REES46 search, I will show what exactly can be learned from the search and how to respond to it

Fantastic queries and where they live
What you should pay attention to: popular queries, queries without results, queries with maximum revenue and popular queries without revenue.

Popular queries (and popular ones without revenue)
The first thing to track is popular queries. In fact, this is a way to measure the demand of your visitors using the search tool.

What period do they

refer to: a week, a month, six months? This way you can track the stability of demand for a particular product. If a query stays at the top for a long time, it makes sense to add it to the purchasing plan. I won’t judge what period will be sufficient, industry specifics rule here. For example, in bookstores, the popularity of a query is very the what, why, and how of a/b testing in digital marketing easily checked by the general hype around the book in the media. And the hype itself lasts for a couple of months at most, after which it declines – so it makes sense to respond to trends quite quickly.

The first line in popular queries is a query for books by the writer Alisa Ganieva. There is a surge in demand for her books now, this is a signal to purchase the product.

What conversion do these queries give: zero or non-zero. If the conversion rate is above zero, it means that the goods are bought directly through the search. This means that visitors coming to the site with a need data on for such a product are the hottest of the entire top. It is worth bringing products with high-conversion queries to the main page – to further increase sales.