Customers are increasingly likely to favour online retailers who provide effective personalized content experiences. A majority of shoppers will trade personal information, too, in return for bespoke offers or relevant content. If you lack this data, it’s harder to personalize the things they see.
This viewpoint is backed up by industry research. An Invesp study said 53% of online shoppers believe that personalization is valuable to them, while 57% were willing to give personal information to benefit in some way.
So, there’s a clear need for content personalization in eCommerce. Here are five ways to use it to boost conversions from prospective customers:
1. Change Marketing Content In Real Time To Match User Behaviour
By now we are all familiar with web content that changes according to who is browsing (for example, individually targeted recommendations based on previous purchases, instead of irrelevant information that wastes their time). In the eCommerce realm, digital tools can help you benefit from content personalization.
The important difference is being able to take digital content, such as a YouTube video of a celebrity wedding, and linking to it from your page of similar dresses on sale, for example.
2. Personalize Content On Social Media
Over time, systems can build up an increasingly detailed user profile, which is matched to similarly exhaustive indexes of content libraries. Relevant social media-based posts can be served according to the profile.
It requires a high degree of sophistication at the backend to deliver personalized content at scale, especially when aiming at a matching profile rather than broad segments. However, good efforts can be extremely engaging and instrumental in raising awareness and repeat purchasing.
A visually striking example is John Frieda’s ‘Shades of Me’ campaign that analyzed users’ Instagram accounts, found the most frequently used colours and automatically showed a customized video based around that data plus their chosen hair colour.
3. Update Your Mobile App Content With Real-Time Personalization
Mobile apps are another area where personalization has moved at an aggressive pace. It has gone beyond simple product suggestions to the delivery of highly relevant content based on data such as transaction history, geolocation and more.
So, if a user has shown an interest in spa experiences, for example, smart content platforms can make smart recommendations of related articles about health spa visits and push them to an app of your choice.
4. Use A Data-Driven Approach To Get The Customer’s Journey Just Right
The trick to getting personalization right in terms of how your customers interact with your company – from their first visit through to delivery and afterwards – is to use an intelligent data-driven eCommerce marketing strategy.
William Hill’s Crispin Nieboer told Marketing Week: “It’s about marrying two types of data: customer data plus the contextual element that is big data. When well connected, that’s where we can optimize journeys and make life easier.”
A platform such as Knexus can automatically integrate social media and marketing content according to predictive targeting that anticipates user intentions, or by using rule-based delivery based on customer interests.
5. Increase Conversion Rates By Tailoring Messaging To Customers At The Best Time
Personalization enables you to aim the perfect set of messages to the ideal customer at the optimum time, which can have a beneficial effect on conversion rates.
A 2016 eConsultancy report found that: “nearly six in ten (56%) companies surveyed consider website personalization to be a ‘highly valuable’ method for improving conversion rates, with an additional 40% rating it as ‘quite valuable’.”
To summarize, personalization is enabled by collecting data and using it smartly, which benefits both you and your customers because their experience is more rewarding and relevant.