Companies across multiple industries like ecommerce, travel & hospitality, or finance, are already increasing customer satisfaction leading to higher ROI through personalized experiences across both online and offline.
Personalization has proven its efficiency to optimize costs and increase conversion rates time and again. So, whether you are after growing your customer loyalty, engagement or acquisition, website personalization is probably part of your priorities list.
There are many approaches that companies take towards personalization. Some had started updating their entire technology stack to support personalized experiences, which of course is not a small investment. Others had started by looking into the available data and trying to understand what data they actually need. And others just got stuck in segmenting their customers not knowing how to progress towards true personalization.
As overwhelming as it may sound, personalization kick-off doesn’t need to be complicated or of high investment. To help you get started, we brought you some quick and easy ideas that you can look into when putting together your personalization strategy.
1. Display dynamic content based on your traffic source
The idea is to offer the most relevant content attuned to each of your marketing campaigns. Let’s say that you currently have 3 active campaigns:
- an engagement campaign on LinkedIn
- an acquisition campaign on Facebook
- an email reactivation campaign
Think about serving different content for the landing page depending on where the customer is coming from. Visitors coming from the reactivation campaign could see a ‘welcome back’ message and a carousel of newly released products that they might have missed. While visitors coming for the first time on site through the acquisition campaign could be encouraged to explore the content and offered a free resource to spark their interest.
2. Tailor customer journeys based on previous actions
Each customer has a unique journey across your website. Sometimes this journey is not how we expect it to be and possibly it is even difficult to understand not to mention predict. Luckily, now we have all the necessary technology to process the massive amounts of data and quickly analyze customer’s steps and actions.
You can start using this information to simplify the customer’s journey on your website. How? Knowing the past interactions of your customer and other customers with similar behaviors, you can:
- Prompt specific links at the right moment
- Suggest filling in a form when it’s more likely for a customer to sign-up or to convert
- Bump up specific banners to main positions of the page or the carousel
- Rearrange navigation links
- Reorganize the products filtering
The dynamicity of user journeys might not be familiar to you as we’re accustomed to static journeys, but we do have all the tools now to make customers feel special and feel heard as we’re honoring their unique needs and preferences. Combining customer’s past actions with their demographic data we can create unique experiences that charm and return customers to our products and services.
3. Personalize the dialogue
How and when you talk to your customers is one of the most important elements in creating a trustworthy relationship with him. Think about the messages you’re sending out:
- Are these relevant to the time of reading? If your customer is returning to your website, are you uselessly asking him to sign-up? If you do, consider a more relevant call to action, like ‘check your wish list’ or ‘enjoy this offer for your favorite products’.
- Are these taking into account customer’s preferences and motivations? If you know that a customer normally buys from you when his desired product is at a promotional price, you might want to encourage him with a ‘Save 20% Now’ call-to-action instead of just saying a generic ‘Buy Now’.
- Are these considering customer’s device? It’s been known that customers prefer to explore on mobile and finalize a purchase on desktop. You can leverage this knowledge by rethinking the calls-to-action to provide the most relevant journey.
- Are these aware of where the customer is coming from? If a customer had landed on your site from an email that you’ve sent him, the call to action should be directly related to the content of your email. Match the message in your email communication and website communication and you’ll create consistency and a more integrated experience.
These are some tactics that you can explore after putting together a personalization strategy. The golden rule is to keep the customers at the center of your decisions. Remember, everything that you create is meant to help the customer. Don’t stand in his way when he’s trying to accomplish something, but rather guide him through the most efficient route. This way you’ll be able to maximize your strategy’s potential.
It’s ok not to know how to start or in which direction to go with personalization. You are not alone, and you don’t need to figure it out on your own. We are here to help you carry on with your strategy and select the personalization tactics that will drive business growth.