A 2% increse in customer retention has the same effect as decreasing costs by 10%.

Once you have won a client, it is the greatest treasure. We will do everything so that you not only not lose, but also stimulate you to a further shopping activity.
  • Analytics
  • Up sale and cross-selling
  • Building loyalty
  • Reducing churn customers
  • Optimization and A/B testing
  • Building sales department

Followers of your brand or products may be at little expense to become your ambassadors and unconscious sellers.

Research shows that the highest sales results are built on customers who already had contact with your brand - they made purchases, visited the website, subscribed to the newsletter. So if you have already devoted your time and money to acquiring clients, is it not worth taking care of them to earn on yourself?

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U.S. companies lose $136.8 billion per year due to avoidable consumer switching.

There are many reasons for leaving customers, one is natural rotation, or the need for change. There are also reasons caused by relational and commercial factors. The company's relationship with the customer is like interpersonal relationships - sometimes they break up through negligence, abuse of trust or because the relationship is inconvenient.
When referring to the above analogy, you do not need to divorce to show that something is not working in the relationship. Just like parting in relationships, churn is never a good thing. It is always a loss: for a company that, by retaining a client, will take additional actions and incur related costs as well as for a client who will lose time looking for a similar service or product.
Audit and analysis
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We help businesses of all sizes to increase visibility, drive more traffic and improve commercial success

Internet analytics consists in collecting and analyzing data on traffic and user behavior on the website.

The main goal of web analytics is to propose optimization solutions aimed at increasing the conversion rate and improving the visibility of the website in the search results.

The great advantage of marketing on the Internet is the availability of a lot of data that allows:

  • assess the effectiveness of campaigns carried out,
  • improve the operation of the website,
  • request a buyer profile.

Full use of these possibilities requires appropriate software, experience in its use and knowledge. Web analytics conducted by our specialists is based on Google Analytics – the most popular platform that studies and assesses website statistics.

Traffic analysis on the website allows you to effectively optimize the expenditure on marketing campaigns. When comparing the number of entries from particular sources (eg search ads – Google Adwords, banner ads, SEO) with the costs incurred to obtain them, we are able to deduce which activities have brought us the greatest return on investment and which can be used in the future without damage limit. In addition to the number of sessions from individual sources, we also analyze their most important parameters, such as bounce rate or conversion rate.

Social media and search engines prefer video
The video leads the way in modern marketing and business leaders know it – nearly 50 times more likely is that your company’s website will be on the first page of Google search engine if there is a video on it.

If you want to sell more to your customers when you have already decided to buy or just decide to take advantage of the offer, you have the opportunity to use two basic up-sell techniques.

It's cross-selling and up-selling, which - depending on the industry in which you specialize and the products or services that you offer - you can use separately or simultaneously.

It is a very commonly used technique, and its perfect example is the already mentioned French fries, proposed for sandwiches at McDonald’s. It consists in the fact that just after placing an order or making a purchase, the client is offered a complementary good that will be a perfect complement to his purchases. Do you pay for the fuel at a gas station in the evening? A good seller will suggest a coffee so that you do not want to sleep behind the wheel. Have you just bought your dream bike? In that case, you will definitely need a helmet. Examples can be exchanged forever, because cross-selling can be used practically during every purchase, and not using the opportunities it gives is a big mistake.

This kind of upfront sales is not risky – after all, the customer has already purchased one product, so offering him an addition to it, you do not have to worry about giving up the transaction. He can only refuse a complementary good and leave the coffers only with the commodity he wants. You do not risk anything, so why not take advantage of the extra chance? The more so because it is quite large and the client who already has an “open portfolio”, often makes decisions on the impulse: “Hmmm, indeed, this product may be useful …”. Voilà!

In contrast to cross-selling, up-selling is still used before the customer makes a purchase decision. This is an up-selling technique in which the goal is to encourage the customer to use a similar good, but from a higher shelf, often more expensive. Let the client buying the bike serve as an example. He chooses the MTB model from the middle shelf, which is devoid of the most modern functions used in a better, more expensive model. In up-selling, the seller first offers additional, modern functions, and after presenting their benefits, he proposes to buy a bicycle that is equipped with them.
In this technique, however, you have to be extremely careful – the customer may be encouraged by additional options, but when you present him with a product with a too high price, he can give up. There is a greater risk than in the case of cross-selling – the customer can cancel (temporarily or completely) from any purchase. That is why here you need intuition and patience in negotiations.

There is no simple answer to this question because the technique is many. However, the most important is the ability to listen to the client, recognize his needs and … create them. Example? Let’s say that the client has a specific budget for buying a bike – so ask about what features should have his dream unity and offer him two models, which prices will not deplete the entire budget of the customer. During the product presentation, inform that you can also buy a helmet and receive additional insurance – exactly at the price the customer has allocated for the purchase of a bike! Will it be a good solution for him? Of course, and you sell not only the bike but also accessories and service!

Whoever has any contact with marketing has probably heard the phrase ``customer retention is cheaper than its acquisition`` a thousand times.

Those who have more ``contact`` probably also met with more accurate estimates of type - ``5% churn drop is a 20% increase in profits``, etc. Is this true? The answer is similar to most marketing cases and it sounds ``it depends``.

Running special activities to keep customers off is not profitable for all companies. The type of policy pursued in this area results mainly from business conditions and from the goals set for management by the owners. I had the opportunity to work in a company where KPIs were the most important. Everyone was clearly aware of the fact that by lowering prices or introducing another promotion, in a few weeks you could grab a larger piece of the market and retain more customers. However, according to the chosen development strategy, the value of customers was more important than the quantity. The increase in ARPU indicators was very well seen, even if it was accompanied by a slight increase in customer resignation (the so-called CHURN). Incidentally, I would add that the owner of the company was the so-called a financial investor who, in the perspective of a couple of years, intended to sell the company (which he finally did).

So depending on what goals are set for the company, a different strategy takes shape in the area of ​​building loyalty and customer retention. Once again, everything boils down to cost-benefit analyzes, and repetitiously quoted phrases are not worth repeating.

Ways to build customer loyalty
The basis for success is a good product and even better customer service. When one or the other is missing, or both at once, then it is worth considering some tricks that will increase customer loyalty. Below is a list of the most popular activities that can be undertaken to build a loyal customer base, along with a few comments.

Loyalty programs – this is usually the first idea that comes to mind, unfortunately only a few companies manage to create a really good program – that is, effective and profitable. Usually, programs turn out to be too expensive, they reduce margins too much, and in addition, customers find them unattractive and, at the same time, too complicated. A big challenge for the organizers is also the fact that customers are looking at everything from a short-term perspective, which means that they expect the benefits of “now” and not for half a year, when they accumulate enough points.

Discounts and promotions – this is another standard marketing marketer technique, we all prefer to buy something cheaper than a higher price or more for the same price. The more inquisitive, however, quickly detect that new customers and so usually have better offers than regular customers with long-term experience, as a result of which the claims from the latter start. Another trap of this form of loyalization is the creation of a customer base that appears from promotion to promotion. Therefore, efficiency analyzes are necessary to be able to check whether such activities bring any benefit.

Engaging – a word very fashionable in the marketing world, but usually meaningless as nothing. Generally, the goal is to trigger a specific action on the part of the clients, and unfortunately it usually ends with bribery, prizes, or a prize distribution under the guise of nothing that does not compete. The idea of ​​engaging is right, but the idea plays a bigger role than money.

Cross-selling – how to make a better one out of a good customer? To sell him another product – just a simple philosophy. Telecoms and banks use this technique on a massive scale, they are constantly trying to sell another service, even for 5 zlotys a month. Statistically, customers do not like changes, and the more effort it requires, the more arguments are for staying with the current provider of products or services. Companies have long recognized that customers who have 2 or 3 services are less likely to give up. Other examples of the use of cross-selling can be found in selected traditional and online stores, where buying one product, you get a discount for the next one, and the higher the price – the higher the discount.

Constant communication – loyalty can also be built through regular contact with the client. Periodic surveys, opinion polls, permanent newsletters based on content marketing are one of the most popular tools. This type of activity is mainly about capturing the client’s memory while creating the company’s image as the one with which contact takes place not only at the time of purchase.

Personalization – this is the key to effective communication. Mass marketing campaigns with one “theme” directed to the entire customer base bring less and less effectiveness. With the help of newer CRM tools or marketing automation, we are currently seeking the right selection of content to the current needs of individual clients. There are also created multi-stage campaign scenarios against

How big data helps in managing the phenomenon of churn, or outflow of customers?

It is believed that the customer experience is shaped by two main factors: branding and service. There have been many reports showing the relationship between one and the other, but without analyzing the actual reasons, leave.

Thanks to big data analysis, you are able to define objective measures of customer engagement and determine the risk of leaving in advance. An example of such a measure is, for example, the temperature level of feelings or relationships. These measures are determined on the basis of the client’s behavior: on what sides he moves, what sites he uses, what his social media activity looks like, whether he uses promotions, etc. An in-depth analysis of such behaviors allows action in the form of optimization and prioritization of events affecting customer experience. In the absence of Big Data solutions, you can create simpler measures of customer relationship quality modeling – for example, determine the width of the assortment purchased in a given store, the value of the basket, returnability, etc.

When to act?
The action at the moment of the customer’s departure does not work. Today, companies must optimize the customer experience at every stage of customer contact. Even the most active clients are exposed to negative experiences with the brand or product and should take care of their needs and interests in advance, build commitment all the time, eg by directing personalized content. On the other hand, building engagement is particularly important for companies that have rare natural opportunities to contact the customer (eg telecoms that send monthly invoices).

Thanks to big data analyze, you can specify your customers’ interests to provide content marketing in line with your preferences. This is how we build commitment when there is little opportunity for communication. Another example is marketing activities carried out in real time, so-called Real-time marketing (RTM).

Real-time marketing – when to use it?
Real-Time Marketing (RTM) is today the basis for effective competition for the client. One can often find opinions that RTM is incremental value in relation to classical methods related to churn analysis and anti-odor activities. This means that these activities are mutually supportive.

There are some limitations – mainly technological ones. Even with currently low prices of advanced technology, it may turn out that the use of advanced analytics in time, eg 100 milliseconds, may be too expensive for RTM to generate a profit exceeding the costs incurred. Therefore, it may be more cost-effective to prepare some analyzes and calculations for a larger group of clients in advance. The idea is to prepare activities in the area of ​​RTM so as to, on the one hand, recalculate and predict the predefined standard behavior of the client, and on the other modify the communication during events in real time.

Social media and search engines prefer video
The video leads the way in modern marketing and business leaders know it – nearly 50 times more likely is that your company’s website will be on the first page of Google search engine if there is a video on it.

What's more effective? Red or blue ``Buy now`` button? Or maybe the words ``Add to cart`` would be better? The menu on the right or left?

Well, which photo should I choose - a brunette or blonde advertising our products? Such questions are usually answered by the project manager, programmer, graphic designer or Ms. Zosia from section X - arbitrarily, at their own discretion.

There will always be a few specs, each of whom has a different opinion about the appearance of the page.

Who’s right? The answer is one: users. For some target groups, a red “Buy now” will be appropriate, and for others, a simple text link. Therefore, if you really care about an effective, profitable website, you need to run a / b tests.

What are A / B tests – a short reminder
What is A / B testing? A / B tests consist in creating two variants of the landing page differing only in one element. In the A / B tests, several elements should not be tested at the same time, because it will not be possible to investigate which of them had a greater impact on the effectiveness of the landing page. Preparing two versions that differ only in one element, will help you understand the recipients’ behavior more accurately. This type of test will allow determining which element on the landing page should be changed. The tests show which elements of the site have a positive impact on the behavior of recipients, e.g. we can check whether the placement of a video on the site will have a positive impact on the reception of the site, which in turn will increase the number of user registration on the site.

Automatic testing of websites (also landing pages) is a cycle consisting of several stages:

  • comparing elements of the site,
  • measuring the results (mainly the conversion rate) for individual variants,
  • choosing the best combination.

The next step is to optimize the website, that is, implement changes – and further monitor the conversion rate.

Why is it worth to carry out A / B tests
When creating a website it is always worth bearing in mind that this is not a closed process. Simply creating a website is one thing, but creating a website that brings profit is a completely different matter. The A / B tests will be useful for the latter, which will help in optimizing the website in terms of increasing conversion.

Social media and search engines prefer video
The video leads the way in modern marketing and business leaders know it – nearly 50 times more likely is that your company’s website will be on the first page of Google search engine if there is a video on it.

Precise development of the sales process allows predicting achieved results, supports salespeople in their daily work and facilitates making difficult business decisions.

At what stages to divide it and what factors to take into account when building it to succeed in B2B?

The theory is theory, and what is the organization of the sales process in practice? As many as 43% of companies give their sellers a developed sales process, but later they do not monitor or measure it. In turn, the percentage of companies in which there is no single, standard process and each seller works as he thinks it will be the best, constitutes 16% (according to CSO Insights, Sales Performance Optimization Report, 2015). It is a pity because the studies carried out in 2015 to confirm that formal processes allow implementing the planned sales plans. Among the enterprises that managed it, 88% had a formal sales process developed, subject to periodic inspections.

Choosing the optimal structure of the sales department should be a reflection of the inventions defined in the company’s strategy. It should also be shaped by geographical coverage, identified customer segments, a range of manufactured products or sales channels used.

Importantly, the final decision must be made on the basis of clearly formulated criteria. They should belong to them primarily:

  • cost-effectiveness of the analyzed solutions,
  • the possibility of cross-selling (selling cross-selling),
  • ability to build relationships with the client and
  • transparent way of working.

When examining various variants of the functioning of sales structures, decision-makers should consider the optimal level of their centralization. A strongly centralized sales structure facilitates control, as well as supports cost-effectiveness and facilitates the product management process.

On the other hand, the distributed model allows closer relations with clients, and this favors faster decision making.

It is worth noting that there is no effective solution. This is the most appropriate result of the nature of the business. For this reason, the sales department can successfully operate divided into serviced geographical regions, product segments or customer segments. Each of these combinations may prove to be equally effective, but the selection itself must precede the analysis.