Let me repeat it to make it clear: they must be consistent.

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In any case, both experiences, that of the physical store and that of the online store, must be coherent.



This means a strong brand on the internet, with a website optimized for mobile devices, offering discounts to those who go to the physical store in case you want to promote it, and first-class social networks and reviews, not third-rate regional ones.

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Technique 1 - Do A/B testing
You've probably heard of the famous A/B tests .

They involve creating two versions of an advertising creative, for example, and with email database slight variations, testing to find out which of the two works best with your target audience.

A/B testing can be applied to almost anything in digital marketing: display campaigns , newsletters, product page designs, product sheets, web copy, and much more.

Why perform these tests?

Precisely because when you address 100,000 people, not all of them react the same.

Those of us who work hard every day in digital marketing know that predicting user behavior is not an exact science.

If you want to apply scalability in marketing to A/B testing, there are many ways to do it.

For example, MailChimp, like many other email marketing applications, allows you to test your database.

Of course, the test must be quite large or the data will not be reliable.

On another level, Optimizely allows you to test your website with texts, images, landing page versions and much more.

I won't spoil the power of this platform for you right now, because we'll look at it in a moment as an example of how to scale your marketing efforts.

But I do offer you an advance!

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As mentioned in the video, A/B testing allows you to spend more time making strategic decisions or thinking of creative ideas than implementing those changes that would otherwise take decades (literally).

Technique 2 - Personalize through automation
Did you know that 41% of consumers say they would buy more from retail companies if they received personalized emails?

What a surprise!

We have been talking about personalization for years and, indeed, we have made some progress.

But the personalization I'm talking about is more than just “Hello, *|NAME|*.”

Merge tags are certainly a good place to start, but you can go further (and you know it).

For example, if you could know the route your potential customers have taken to get to you, what they have bought, when, what other related items they have researched and know the purchase history of each of them to adjust prices, offers and discounts, things would look different, right?

You can do all of these research tasks by hand or you can automate them!

There are specific solutions for the ecommerce sector such as SaleCycle that allow you to implement reminders, email sending and other ways to reduce your abandoned cart rate on your site.