10 Personalization Tactics the Pros Use to Impact Conversions

Transcription

1 10 Personalization Tactics the Pros Use to Impact Conversions Explore 10 extraordinary personalization tactics to supercharge your conversion rates We make businesses in Paris successful. Contact us to grow your business! User Name Password LOGIN Got a friend or Refer & Earn! Wait! Before you go: Get a free shipping Women s Shoes

2 Table of contents About Dynamic Yield The power of real-time personalization Tactic No. 1: Create technology-driven segments Tactic No. 2: Reward loyal customers Tactic No. 3: Extend time on site with exit intent messages Tactic No. 4: Personalize your landing pages Tactic No. 5: Customize calls-to-action Tactic No. 6: Deliver different content for different referrals Tactic No. 7: Create personalized 404 error pages Tactic No. 8: Enable auto login after signup Tactic No. 9: Create personalized thank you pages Tactic No. 10: Apply 3rd party API data to personalization Closing thoughts Uplift 6

3 About Dynamic Yield Dynamic Yield is the leading provider of real-time, automated personalization and content optimization solutions for online marketers, retailers and publishers. The company s technology allows leading online brands to maximize ROI by automatically delivering the right content to every visitor at every stage of the funnel. Designed for the marketing professional, the platform is super intuitive, requires virtually no coding following implementation, and delivers optimized experiences automatically and in real time. The company was founded in 2012 and has raised $15M to date from the New York Times Company, ProSiebenSat.1 Media AG, Bessemer Venture Partners, Marker LLC and Innovation Endeavors. Learn how you can take advantage of personalization and conversion optimization: contact us for more information. 1

4 The power of real-time personalization Every visitor to your site is looking for that special something, whether it s a birthday present for a loved one, or a cocktail dress for an upcoming gala, or even an interesting news article. More often than not, the visitor has no clue what that something is, not to mention where to find it. Making the sale boils down to a familiar sense of personal connection. Make that connection, and the chances of completing the checkout process or simply increasing page views increase dramatically. Every customer is unique. Segmenting your audience can get complicated using traditional segmentation techniques. A recent Janrain study in the US found that 74% of consumers are fed up with and deterred by irrelevant, unapplicable content. In fact, they said generic content that has nothing to do with their interest is most likely to alienate them from a website. Today s marketers are shaping the future of digital marketing by applying a more personalized marketing approach. It s an exciting, game-changing time for marketers, as they now have the tools to deliver laser-targeted, personalized messages to every customer, creating a richer, more relevant experience that customers crave. This ebook provides you with cutting-edge, personalization best practices that can boost your conversions and increase customer satisfaction. These are the 10 personalization triggers you can use today to boost sales, build stronger consumer-brand relationships, and grow your business. 2

5 1Create technology driven segments Your customer s device of choice is a telling buying signal. Owners of the recently launched ipad are basically saying, I want the new stuff, and I ll pay more!. A visitor from Vine or Snapchat is likely to belong to a younger demographic. Empowered by this knowledge, you can target buyers at the right time with the perfect offer. For example, novelty seekers at the top end of the income spectrum tend to invest in the latest technologies and services. These early adopters are more likely to respond to your new product offers. Technology-driven tells provide critical segmentation data for personalized campaigns. Early Adopter Age: 29 Device: iphone 6 Operating System: ios 8 Trending Tech Deals Early Bird Special 3

6 Reward loyal customers Segment and reward loyal customers with exclusive discounts on selected items or services. Encourage them to take action with limited time offers, and engage them with tailored promotions. Consider a SaaS business offer loyal customers an opportunity to participate in beta releases, join referral programs, or receive product upgrades as a reward. These Deals Are Made for Sharing! Share & Earn! 4

7 Extend time on site with exit intent messages They are all around us, and sometimes we don t even notice them. Exit intent pop-ups remind us to take action, right before we leave the site. In a reality where most websites offer an overwhelming amount of content, consumers feel lost in a sea of data that is irrelevant. Most of us abandon ecommerce shopping carts without ever hitting the checkout button. Displaying relevant and personalized exit intent pop-ups and messages turns that frustration into added value. Exit intent popups are great for free ebooks, lead-generation forms, white papers, discount offers or just about any piece of valuable content. Even with the most challenging sales pitch, an exit message that is relevant, targeted and useful, is an effective one. Hold onto Your Heels! Free shipping on all women s shoes! Shop Now 5

8 Personalize your landing pages In an age of highly sophisticated marketing, dedicated landing pages have become a commodity. They offer a proven method of targeting customers with the most relevant offers. Still, despite the widespread recognition of effective landing pages, only a select few marketers take action to personalize their content. One of the biggest challenges marketers face when creating landing pages is the automation process. Automation makes landing page creation, optimization and personalization practical and easy to execute. This requires an engine that can do the bulk of the work for you tools that enable automatic, real-time optimization. Personalize landing pages based on the data you ve collected, such as customer or company name, device type and browser version. Then display content variations matching the ad version the customer clicked. Visitor location: London We make businesses in London successful. Contact us to grow your business! We make businesses in Paris successful. Contact us to grow your business! Visitor location: Paris 6

9 5Customize calls-to-action Stay away from generic calls-to-action and start using targeted actions instead. Provide each visitor with the most relevant call-to-action based on his or her past behavior and lifecycle stage. For example, offer a free webinar for registered customers, but replace it with a free ebook download offer for prospects. Existing Customer Join Our Upcoming Webinar Download Our Free ebook New Visitor 7

10 Deliver different content for different referrals Personalize the content on your site, as well as your campaign landing pages, based on visitor referral and marketing channel data. Use this data to match content elements to the messaging in your marketing campaigns across the entire funnel. Be more aggressive with promotional incentives for high quality referrals, pushing them into conversion funnels faster. For example, when directing traffic to the same landing page from different display ads, customize the page variations to match the look and feel of the respective creative. This will establish continuity while building a seamless customer experience throughout your funnel. Spring Savings on All Women s Shoes! Free Shipping on All Women s Shoes! Display Campaign Add to Bag Order Now! Spring Savings on All Women s Shoes! Add to Bag Free Shipping on All Women s Shoes! Order Now! 8

11 Create personalized 404 error pages Turn a negative into a positive by personalizing the content and design of your 404 error pages. When customers land on your 404 pages, transform their frustration and disorientation into a targeted action. Avoid dead ends by offering your customers personalized content based on past interests. 404 Oops! We couldn t find the page you wanted. Maybe it s here somewhere? High Heel Pumps $ Black Ladies Blazer Women s Handbag $ $ Buy Now Buy Now Buy Now Personalized Content 9

12 8Enable auto login after signup Don t force your customers to fill out the login information on every visit. For logged in users with active sessions, enable auto-login to get them back on your site immediately, delivering a seamless customer experience. Registered Visitor User Name Login Password LOGIN Auto-login Hello Joe 10

13 Create personalized thank you pages Customize your thank you pages to show customers that you value their interest. Include a personal thank you message by mentioning the name of the customer; add relevant information such as who to contact for questions, related content, social media buttons, etc. Joe, thank you for your interest in Dynamic Yield! We will contact you within 24 hours, showing you exactly how to personalize WidgetDepot.com and increase revenue. 11

14 0Apply 3rd party API data to personalization Personalization relies heavily on data. The more data you can collect, the better you can personalize your site. Always strive to consolidate data sources into a single personalization platform, mixing historical, behavioral data with customer identity data. Integrating data from your own CRM, as well as from 3rd party software, can increase your chances of running a successful and effective campaign. By integrating your existing data, it will help target the right messages to the right customers at the right time. Device Location Personalization Engine Search Demographic Weather History 12

15 Closing thoughts - Data is power Real-time personalization requires planning. Before delivering personalized content, make sure you understand your customer s underlying desire. Embrace a customer-centric culture and analyze how each visitor interacts with your site. Remember, every customer is unique. Faceless users do not exist. Elicit customer feedback using surveys, but also collect data automatically based on actual behavior. Remember to focus on metrics that have meaningful impact on the business. Be realistic and select metrics you can control. The journey to powerful personalization begins with data-driven results. Personalization is here to stay. The sooner you make it part of your marketing strategy, the more dramatic will its impact be on your bottom line. See dynamic personalization and conversion optimization working in your business! Book Your Free Demo About the author Yaniv Navot is a conversion optimization professional and the performance marketing manager at Dynamic Yield, mainly focused on website optimization and web analytics. 13