Here’s How to Make Customers Fall for You.
Have you ever used an app or visited a site that just felt right? The featured items were things that you actually liked, and a discount code appeared for those particular red shoes you’d been eyeing?
Chances are good that personalization was at work. Personalization is the practice of tailoring a customer’s experience according to his or her specific tastes or interests.
While virtually all marketers know that personalization is important, 95 percent struggle to create actionable insights from their user data.(1) That’s why many are looking to agencies for help turning what they already know into experiences that delight customers and boost the bottom line.
Ready to get personal? Here are three tips from GLG on how to provide world-class personalization from your data:
- Provide real value. Great personalization is all about making your customers’ lives easier. Imagine that you run a large apparel brand. You could display the same springtime trends to everyone who visits your site. Or, your homepage could greet “Justin” with new items in the clothing line he browsed last fall and offer him accessories that complement the outfit he purchased from you recently. That way, Justin finds what he wants effortlessly, and you close the sale.
- Don’t demand data. Instead, use what you know. Consumers are easily frustrated by prompts to enter their ZIP code or share personal data that seems irrelevant to the task at hand. With basic analytics, you should already have useful data on location, referral source, and browsing and click behavior. Use what you already know to create a personalized experience from the moment visitors reach your site. For example, don’t ask users to tell you what language they’d like to use for your site. Use language headers from their browser to predict the right language and their location to present offers and content that are tailored to their particular geographic region.
- Beware of creepy. Is it possible to get too personal? Absolutely! When your customers question how you came to know something about them, there is a good chance their creepy radar has been tripped. Two examples identified by an Accenture Personalization Survey include recommendations referencing online friends and others based on knowledge of family health issues.(2) Many consumers will trade some privacy for a tangible benefit, but marketers should be cautious about crossing lines that make customers uncomfortable.
What’s in it for you?
- Higher conversion rates. When the right visitors see the right products or the right message at the right time during their purchasing journey, they are far more likely to take action.
- Increased revenue. Marketers who successfully personalize the user experience see an average increase of 19 percent in their sales, according to a Monetate study.(3) Tactics like recommending the right accessory to a primary purchase or providing a promotional code for the right product increase the average revenue per order.(3)
- Customer loyalty. Great online personalization mimics the human touch found in the best brick-and-mortar retailers. Customers will reward your sensitivity to their particular wants and needs with repeat visits and purchases.
So this Valentine’s Day, invest in personalizing your users’ experience—it will earn you a lot of consumer love.
1. “How Online Personalization Can Create Compelling Customer Experiences and Build a Better Business.” Kissmetrics Blog. https://blog.kissmetrics.com/online-personalization/.
2. “Retail Personalization: Customer Trust and Expectations.” Accenture Consulting. https://www.accenture.com/us-en/insight-earn-customer-trust-personalization-research.
3. “The Realities of Online Personalization.” Monetate/Econsultancy Study. http://info.monetate.com/CROnlinePersonalisationUS_Research.html?utm_source=monetate-blog&utm_medium=direct&utm_campaign=organic.