Redefining what it means to be a 'one-stop-shop', HubSpot have taken things up a notch with their highly anticipated Shopify integration. For those of you who need a refresher, Shopify is a leading, multichannel e-Commerce platform, designed for small and medium sized businesses, allowing merchants to design, set up and manage their stores across multiple sales channels.
With its purpose deeply rooted in the inbound methodology, merchants with an e-Commerce store on the Shopify platform can now store all of their sales data within the HubSpot database; generating more traffic, a brand their market will love and revenue from their existing customer base.
So why exactly integrate the two platforms? I think VP and General Manager of AppHub at HubSpot, Nancy Riley, said it best, "while it’s never been easier to start an e-commerce business, it’s still extremely difficult to scale one. … Inbound is a secret weapon in the fight against the e-commerce giants."
With the integration, everything's at your fingertips. No, really! Not only does it allow you to analyse your Shopify data in HubSpot, it also automatically syncs products, contacts and orders from Shopify to HubSpot, segments contacts based on products and automates eCommerce campaigns, increasing customer satisfaction rates and revenue as a result. You beauty!
Let's break it down to help you understand just why this thing is taking the digital world by storm! The integration can:
1. Sync and Segment Contacts
By connecting Shopify and HubSpot, you'll have the ability to sync customers, products, and deals between platforms. The sync turns your store data into powerful sales and marketing signals in HubSpot, to create a single view of the customer for all of your teams to have a gander at. At this point you can begin to use both the 'smart lists' and 'reporting' tools to reveal a deeper, more meaningful level of insight into your audience than ever before.
You can uncover information like, a customers first order date, the total of their most recent order, the total lifetime revenue of that particular customer, the specific types of products they've purchased, and more! Not only is this super convenient info to have on hand, it's possible for this to become just one small part of a much larger story. You can segment users however you please, be it the products they buy, the deals they like, their customer lifetime value, and more. Then you can use those super-specific lists to inspire the emails you're writing and sending, the ads you're creating and even the workflows you're executing. This ensures your marketing efforts are extra relevant and timely, and positively coated in inbound goodness!
2. Personalise and Automate
The integration has upgraded personalisation and automation capabilities to better stimulate growth, with new tactics like abandoned cart email nurturing, smart CTA's and product specific re-engagement ads. Automated tracking of abandoned carts is a particularly useful feature of the platform - as reminding customers of their purchase intention not only saves you time and energy, it also increases your business revenue by generating more conversions and fewer abandoned carts.
Hold up though! This isn't all you can do with personalised automation - Hubspot's Shopify integration allows you to create an unlimited number of triggered emails based on pre-determined events, full to the brim with info you've collected to get on their level! Just a few of the emails you can set up include - welcome emails for when someone signs up to a new account, follow-up emails to be sent after a purchase has been made or even product review requests for satisfied customers!
This kind of personalisation wasn't exactly impossible to execute before the integration, but boy ... was it a faff! When you consider that personalised emails improve click-through rates by an average of 14% and conversions by an average of 10%, it's easy to see why this will be the hottest thing to happen since sliced bread.
3. Collect Data and Report
With Hubspot's Shopify integration, you can enjoy out-of-the-box reporting such as sales processed that month versus your goal, abandoned cart recovery, and more - giving you the option to redirect your eCommerce strategy, expand to new markets, or make data-informed decisions. You can also get the lowdown on purchase frequency and average ticket, so you can analyse the value customers bring to your eCommerce store, and therefore devote more of your time and effort to your most valuable customers.
Injecting inbound into your eCommerce strategy is a fool-proof way to conveniently store product and lead data, to nurture leads in the most human way possible from awareness to advocacy! It's a no-brainer - get integrating!