According to recent Epsilon research, 80 percent of consumers are now more likely to purchase goods and services from a company that offers a personalised experience. So it is not an understatement to say that true personalisation is the holy grail for most Marketers, in their pursuit of lead generation, conversions and customer retention.
The main aim of personalisation is to turn your customer’s interaction with your products or services, into a journey and not just a destination. Personalisation allows content publishers to create compelling, relevant online experiences that keep audiences in their digital channels for longer.
Personalisation at work
Your website and the products and services it showcases may well be attracting a lot of visitors, but each visitor arrives with a different aim. Let’s say that a customer who is interested in buying a product that you sell lands on your site, having found your site by typing a product name into Google.
The homepage they have landed on will more than likely show the same generic content that everyone else. This includes information on your forthcoming product sale, and perhaps your latest blog about a new innovative product range!
This might normally be okay, but we already know that the customer is interested in a particular product. We should, therefore, focus on directing the customer to a landing page which showcases the relevant product/s.
Now when that same visitor arrives on your website, he/she sees content tailored to their specific aims and interests – making an immediate impact! As he/she browses your product information, their interest grows as they consume more of your content.
He/she may also sign up to your weekly newsletter, so when they leave your website you can then email them focused content specific to their interests. This is easily identified from their previous browsing history.
On returning to your tailored website a day or two later, their high Lead Score (blog on this to come very soon) can trigger your live chat window. This is when your customer service team can directly engage to see if the potential customer needs further help or assistance to make their final decision and subsequent purchase.
The personalisation process doesn’t stop here! You now have the visitors name (Patricia), address, and payment details from the sale. Therefore, your “Thank You, Customer” follow-up email can now read “Thank you, Patricia! We thank you for your purchase and we hope you love your new product”. This sounds so simple, but it has such a big impact.
You can now send Patricia highly relevant and helpful content that will really benefit her decision-making process and future purchases. You’re also now in the unique position of being able to cross-sell or up-sell related products that may be of interest to Patricia. In the process building a genuine relationship and establishing a loyal customer!
Personalisation boosts conversions
A study by Hubspot highlights the benefits of even personalising areas such as calls to action, with personalised Calls to Action converting 202% better.
No doubt every person reading this article is quite different. We all have different things going on, different priorities, concerns, issues, and different plans. In the exact same way, each of your company’s site visitors has their own interests, goals, and personalities.
The more you know about the context of your visitor, the more relevant you can make their experience. To be more effective in generating and converting leads and reaching your goals, you should personalise visitor content by utilising a CMS platform which supports the easy drag-and-drop of widgets and webparts without any assistance from developers.
For example, Kentico’s EMS (Enterprise Marketing Solution) provides comprehensive and but simple to use personalisation capabilities. Kentico allows site administrators to create new content variants based on different options such as persona type, region visiting from, number of page views, device type and much more. Kentico’s EMS comes with A/B testing capabilities, allowing users to gauge which content variants are working and which ones are not.
The data gathered in the systems activity log allows users to evaluate the behaviour of existing and potential customers. Their activities can then be linked to other events and triggers in the overall marketing campaign and used in combination with other marketing features and capabilities.
Personalisation done right
SalesForce found that 70% of consumers say that tailored engagement based on earlier interactions are very important to winning their business.
Delivering personalisation to individuals on any scale requires a combination of the right data and the right technology. This requires a strategic approach, so it’s vital to map out your customer’s key touch points and the value of them to your company.
The online giant Amazon is a great example of how personalisation can be effectively implemented and tied into other aspects of your digital marketing campaigns. Not only does Amazon personalise their content based on a customer’s previous activity, they even extend this to their emails campaigns, sending gentle reminders of products viewed and other similarly available products. This ensures that a customer’s experience is personalised through every touch point of their interactions with Amazon.
Your website visitors aren’t the same, so don’t lose their interest with the same old generic content.
If you need help with your content personalisation journey or wish to find out more about Kentico EMS feel free to get in touch with me on +44 (0)28 9044 7800 or email Keith@i3digital.com
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