Power Transactions with Personalization

FuturePay-Personalization-small

Traditionally, one-size-fits-all has never been an effective solution, and the ecommerce space is no exception. In brick-and-mortar stores, retail associates not only interact with the customers but also provide them with the information they need on past, present and future purchases. I’m sure we have all had an experience shopping where we leave the store with one-to-many bags. This can, and should be as easy to do online. However, many ecommerce merchants neglect to personalize their customers’ experience and instead rely on one undifferentiated approach for every user who enters their site. From your homepage to your ecommerce checkout, each area of your website has space for personalization. In this post we’ll stress the importance of personalization and where you should be applying it.

 

Why Personalize?

 

A personalized shopping experience is no longer an added bonus when customers enter an online store. Consumers are beginning to expect it. Yet, 70% of brands still opt for the one-size-fits-all approach. If you fall into this category, Crazy Egg posted a compelling article that highlighted case studies promoting personalization, which included the following statistics:

 

  • 57% of shoppers will give personal information if they benefit from it
  • 56% of consumers are more likely to shop with retailers who offer personalization
  • 74% of customers get frustrated by seeing content that doesn’t match their interests

 

For smaller ecommerce merchants who may not have the resources to customize their website for each visitor or target segment, there are other areas personalization can be implemented.

 

  • Personalized ads convert 10 times better than ordinary ads
  • Relevant emails drive 18 times more revenue than broadcast emails

 

Many more statistics that prove the significance of personalization in creating conversions has been gathered from multiple case studies. For the most effective approach, here are some areas that retailers should focus their personalization strategies on before others.

 

Add Dynamic Content on Your Website

 

With every product they buy, page they view and email they open your customer is providing you with the data needed to create relevant, personalized content. Each time your customer visits your store you should be able to present targeted content that reflects their browsing habits. Product recommendations based on past experiences, spotlight products the user has previously browsed and redesigned homepage content are all examples of dynamic content that should change for each customer who enters your site. So how does this type of content work? The technology involved includes:

 

  • A Centralized Marketing Database: This is where any purchases or interaction history that your customers have with your site is kept.
  • A Smart Content Generator: The information is then processed and passed on to the smart content generator, which will show or hide content based on the guidelines you set.
  • Malleable Web Pages: To allow for dynamic content, the site must be easily editable. It’s also beneficial if the site is marketing controlled, and not administered by other departments

 

By re-architecting website content in real-time you are catering to consumer preferences based on behaviour data. Not only will this create a seamless user shopping experience but it will maximize engagement, brand loyalty and sales.

 

Avoid Repeat Offers

 

Are your lead generation offers equipped with smart call-to-actions? If not, you may be limiting your customers shopping experience, as well as your own opportunity for reconversions. A smart CTA will be able to detect when a consumer has already converted and instead of continuing to show the same offer, will change it accordingly. For a kitchenware site that has targeted and converted a specific customer with their Swiss Knives offer, they may consider replacing it with an offer on their oak knife blocks afterwards. By implementing smart call-to-actions both on your website and in your ads, you are showing customers that you are aware of their interests and are equipped to offer them exactly what they’re looking for.

 

Send Targeted Emails

 

One company that made it into the segmentation spotlight for their effective, personalized email campaigns was Johnny Cupcakes. Prior to their campaign, they segmented their lists by gender and interests. The difference between the generic emails and the personalized emails based on their segmented lists resulted in a 42% rise in click-through rates and a 123% increase in conversions. While behavioural segmentation has often showed to have the greatest results, personalization tactics should be dependent on your business structure. Groupon, for example, personalizes their emails based on location.

 

Additionally emails that are personalized with the recipients name have also shown increased conversions. Aside from their email address, this is the easiest piece of information for a company to collect. Take advantage of it and create a humanized email message that demonstrates you know your customer. Digital Marketing Specialist, Crystal Gouldey, highlighted how targeted newsletters and emails significantly contributed to happy subscribers. An example came from The Knot, a wedding site that has personalization down to a tee in their newsletters.

 

theknot

 

Takeaways

 

As seen by the ecommerce examples above, personalization can be implemented in almost every aspect of your website and integrated into your marketing strategies. From product pages and landing pages to emails and even your ecommerce checkout, it has become an impetrative practice for ecommerce merchants looking to increase conversions and brand loyalty. Brick-and-mortar stores may have the advantage of skilled retail associates who can convince a customer that their pants look great on them in every colour but online, there is infinite data merchants can review and utilize to effectively target their customers. And while information like this is accessible to even the smallest start-ups, 95% of data within organizations remains untapped. Take advantage of this material and begin integrating dynamic website content into your online store, smarten-up those call-to-actions and make sure Johnny knows a new set of skates would pair nicely with the hockey stick he recently purchased.

FuturePay-Personalization-small

Traditionally, one-size-fits-all has never been an effective solution, and the ecommerce space is no exception. In brick-and-mortar stores, retail associates not only interact with the customers but also provide them with the information they need on past, present and future purchases. I’m sure we have all had an experience shopping where we leave the store with one-to-many bags. This can, and should be as easy to do online. However, many ecommerce merchants neglect to personalize their customers’ experience and instead rely on one undifferentiated approach for every user who enters their site. From your homepage to your ecommerce checkout, each area of your website has space for personalization. In this post we’ll stress the importance of personalization and where you should be applying it.

 

Why Personalize?

 

A personalized shopping experience is no longer an added bonus when customers enter an online store. Consumers are beginning to expect it. Yet, 70% of brands still opt for the one-size-fits-all approach. If you fall into this category, Crazy Egg posted a compelling article that highlighted case studies promoting personalization, which included the following statistics:

 

  • 57% of shoppers will give personal information if they benefit from it
  • 56% of consumers are more likely to shop with retailers who offer personalization
  • 74% of customers get frustrated by seeing content that doesn’t match their interests

 

For smaller ecommerce merchants who may not have the resources to customize their website for each visitor or target segment, there are other areas personalization can be implemented.

 

  • Personalized ads convert 10 times better than ordinary ads
  • Relevant emails drive 18 times more revenue than broadcast emails

 

Many more statistics that prove the significance of personalization in creating conversions has been gathered from multiple case studies. For the most effective approach, here are some areas that retailers should focus their personalization strategies on before others.

 

Add Dynamic Content on Your Website

 

With every product they buy, page they view and email they open your customer is providing you with the data needed to create relevant, personalized content. Each time your customer visits your store you should be able to present targeted content that reflects their browsing habits. Product recommendations based on past experiences, spotlight products the user has previously browsed and redesigned homepage content are all examples of dynamic content that should change for each customer who enters your site. So how does this type of content work? The technology involved includes:

 

  • A Centralized Marketing Database: This is where any purchases or interaction history that your customers have with your site is kept.
  • A Smart Content Generator: The information is then processed and passed on to the smart content generator, which will show or hide content based on the guidelines you set.
  • Malleable Web Pages: To allow for dynamic content, the site must be easily editable. It’s also beneficial if the site is marketing controlled, and not administered by other departments

 

By re-architecting website content in real-time you are catering to consumer preferences based on behaviour data. Not only will this create a seamless user shopping experience but it will maximize engagement, brand loyalty and sales.

 

Avoid Repeat Offers

 

Are your lead generation offers equipped with smart call-to-actions? If not, you may be limiting your customers shopping experience, as well as your own opportunity for reconversions. A smart CTA will be able to detect when a consumer has already converted and instead of continuing to show the same offer, will change it accordingly. For a kitchenware site that has targeted and converted a specific customer with their Swiss Knives offer, they may consider replacing it with an offer on their oak knife blocks afterwards. By implementing smart call-to-actions both on your website and in your ads, you are showing customers that you are aware of their interests and are equipped to offer them exactly what they’re looking for.

 

Send Targeted Emails

 

One company that made it into the segmentation spotlight for their effective, personalized email campaigns was Johnny Cupcakes. Prior to their campaign, they segmented their lists by gender and interests. The difference between the generic emails and the personalized emails based on their segmented lists resulted in a 42% rise in click-through rates and a 123% increase in conversions. While behavioural segmentation has often showed to have the greatest results, personalization tactics should be dependent on your business structure. Groupon, for example, personalizes their emails based on location.

 

Additionally emails that are personalized with the recipients name have also shown increased conversions. Aside from their email address, this is the easiest piece of information for a company to collect. Take advantage of it and create a humanized email message that demonstrates you know your customer. Digital Marketing Specialist, Crystal Gouldey, highlighted how targeted newsletters and emails significantly contributed to happy subscribers. An example came from The Knot, a wedding site that has personalization down to a tee in their newsletters.

 

theknot

 

Takeaways

 

As seen by the ecommerce examples above, personalization can be implemented in almost every aspect of your website and integrated into your marketing strategies. From product pages and landing pages to emails and even your ecommerce checkout, it has become an impetrative practice for ecommerce merchants looking to increase conversions and brand loyalty. Brick-and-mortar stores may have the advantage of skilled retail associates who can convince a customer that their pants look great on them in every colour but online, there is infinite data merchants can review and utilize to effectively target their customers. And while information like this is accessible to even the smallest start-ups, 95% of data within organizations remains untapped. Take advantage of this material and begin integrating dynamic website content into your online store, smarten-up those call-to-actions and make sure Johnny knows a new set of skates would pair nicely with the hockey stick he recently purchased.