Website tracking has become one of the most useful practices for businesses to analyze data such as conversion rates, click-through rates, site visitors and more. While it is easy to track a 100% online conversion, E-Commerce sites with storefronts have a difficult time tracking if the conversion of a customer started online. This is where O2O comes into play. Online-to-Offline (O2O) is a service that provides online information to businesses who are tracking in-store conversions as a result of a digital ad or website visit.
According to a case study highlighted by a Revtrax article, website visitors that were retargeted with a display ad were 70% more likely to become customers. The Click-Through-Rate (CTR) of a retargeted ad is 10x higher than the CTR of a typical display ad. Since omni-channel marketing focuses entirely on the customer experience between multiple communication channels and platforms, the best way to measure O2O is by implementing an effective data-gathering tactic to help measure the ROI of brand interactions. Retargeting your online audience via offline communication can help drive customer acquisition of O2O by sending a website visitor a physical direct mail offer. A business can convert an online visitor into an offline customer by tapping into an existing audience that is interested in their product or service. Through the physical promotion, data can be collected on how many consumers convert offline when the business receives the data on promos collected in store and then adjust their strategy accordingly.
Online-to-Offline has been one of the trickiest measurements to capture data for and only recently have innovators come up with results and companies like Empyr have created a way to track these conversions. O2O may not be everyone’s biggest focus. However, it is still an aspect of marketing that businesses should consider. A strategy where O2O can drive sales and increase customer engagement across multiple communication channels would be key to being successful at this tactic.