There is no question that Customer Journey Hijacking (CJH) is a common threat facing eCommerce companies today. Injected ads appear during 15% to 25% of online shopping sessions, and they decrease overall conversion rates by between 2% and 5%.
But each time injected ads target a retailer’s customers, they can actually provide that retailer with an opportunity to increase its sales revenue. As some of our clients are discovering, eCommerce companies can improve their customer segmentation by utilizing information from Namogoo.
To understand how our Customer Hijacking Prevention solution can help with segmentation, we need to consider both how this solution works and which shoppers are most often targeted by ad injectors.
How does our Customer Hijacking Prevention technology work? For starters, before it can block unauthorized ad injections, it must first identify which end users’ computers, smartphones, and other digital devices are running ad-injecting malware. But preventing Customer Journey Hijacking isn’t the only thing we can do with this information; we can also use it to let our clients segment their customers based on whether or not a given consumer is using a device infected with ad-injecting malware.
And which consumers’ devices are mostly likely to be infected with this malware? The numbers show that Customer Journey Hijacking disproportionately affects the most active online shoppers, because they are more likely than others to download free software secretly bundled with ad injectors.
In fact, we at Namogoo consistently find that even before our Customer Hijacking Prevention solution blocks injected ads, consumers using devices infected with ad-injecting malware have conversion rates far above the average. And once these ads are blocked, those conversion rates climb even higher.
The bottom line for any eCommerce company looking to boost its KPIs through improved segmentation and personalization? Find the ad injectors, and you’ll find a group of customers worthy of some extra attention.
How can you make the most of these insights?
Part of the value of our Customer Hijacking Prevention solution stems from the fact that it can be integrated with leading personalization platforms. This way, these platforms can distinguish between users whose digital devices contain ad-injecting software (“hijacked users,” as we call them) and those whose devices do not contain such software (“unaffected users”).
Once our solution is integrated with your personalization software, your next step is to examine the behavioral differences between unaffected and hijacked users. It’s a good idea to compare KPIs for the two groups, such as time on page, number of page views, click-through rate, conversion rate, and revenue per visitor. It can also be helpful to view heat maps showing you where unaffected and hijacked users are most likely to click on a given webpage.
Once you have gathered this information, analyzed it, and drawn conclusions, you can use your insights about the differences between unaffected and hijacked users to offer members of each group a different customer experience. For example, if you see that hijacked consumers typically spend more money during each shopping session than unaffected consumers, you can encourage the infected users to buy more of your products by offering them a discount (or free shipping) on any order above a certain threshold. Or, if you see that infected users tend to pay more attention to customer reviews, you could ensure that each time these users visit a product display page, the page design will automatically be altered to put the reviews in a more prominent location.
You can also combine insights from Namogoo with other information about behavioral differences between various segments of customers. For example, let’s say your personalization platform already lets you segment customers based on factors including geographic location, demographics, and past purchases. Integrating Namogoo with this personalization platform will enable you to add one more metric to your customer segmentation – breaking your customer base down into twice as many segments. By making your segmentation more granular, you may be able to discover differences between segments that were not previously apparent. And, most importantly, you can use these insights to deliver more personalized customer experiences.
Taking Customer Hijacking Prevention one step further
Customer Journey Hijacking remains a costly problem for retailers across the board, and the primary purpose of our Customer Hijacking Prevention solution is to help these companies overcome this threat.
But the first step in blocking ad-injecting malware is to identify it – and when we identify it, we also find a segment of particularly valuable prospective customers for a retailer. That’s why, by segmenting customers based on whether their digital devices are infected with ad injectors, an eCommerce company can better understand their behavioral differences and offer each of them a more personalized experience.
In short, by integrating our solution with a personalization platform, a retailer can turn ad-injecting malware from a costly threat into a useful source of information.
How common is Customer Journey Hijacking within your online store? To see how injected ads are impacting visitors to your eCommerce website, get a free website analysis.
