Personalization Techniques That Will Boost Your Conversion Rate
Personalisation has a major impact on conversation rate only if amarketer or an organisation knows how to do it correctly. Most of the companiesget minimum results from their efforts so; if you want to be an expert indriving sales through personalisation then your main focus should be on yourcustomers or clients.
Personalisation is a method of delivering appropriate customerexperience rather than a conversation trick. This means that you need to focuson the smallest of details that can influence the buying decision of acustomer. The article below shows the most effective personalisation techniquesthat will help you to boost your conversation rate:
Purchase-history-specific offers
Do you know what your customers bought three months ago? Sixmonths ago? A year ago? It's easy to set your sights on finding new ways tolure your customers, but it's also easy to get lost in a sea of endlesspossibilities. That's where data can help.
Using data generated from the past sales specifically, customer'spurchase history—marketers can create a strategy based on insight, rather thanguesswork. This insight allows you to personalize your marketing approach andengage your customers in the right place, at the right time.
For example, if a customer consistently buys the same kind of oilfrom your retail site every two months, consider sending a personalized emailor text reminder when they are about to run out with a coupon to encourage anearlier-than-usual reorder.
Use location-specific content
There's a good chance you've typed "hair parlour near me" intoyour smartphone's at least a handful of times. The content that pops up inresponse to these search queries is known as location-specific content.
This form of marketing personalization is a crucial step on theroad toward higher conversion rates especially because around 85% of travellerssay they don't decide how to spend their time in a new location until afterthey've already arrived.
Not only does location-specific content help attract a newaudience segment to your website, but it can also boost your SEO. As technologycontinues to improve, consumers expect hyper-personalized, hyper-relevantvisuals and experiences.
Send smarter emails to encourage new and repeat experiences.
Despite rumours that email is dead, email marketing remains apopular and effective marketing tactic. But sending a blank email newsletter toeveryone on your list won't do you much good. Instead, your customers expect apersonalized email experience, based on data.
When it comes to writing smarter, more personalized emails, addingyour subscriber's first name to the greeting doesn't cut it. To truly increaseopen, click-through, and conversion rates, your emails need to sound likethey're coming directly from a known person. The right data can help youaccomplish this. Use tools like Mailchimp to help you send smarter emails.
Customised Call to Action Button
Last year, HubSpot found personalized calls to action convert 202%better than default CTAs. A personalized or "smart" CTA reflects a consumer'scurrent level of interest and knowledge on the subject. So, for example, ditcha general CTA like "Get the offer" for "Visit Goa for 30% off!"
To design a call-to-action button that hits home with your targetaudience, you need to get to know your audience. The right data can deliverinsights such as customer location, browser language, and lead status, so youcan get to know your customer and create CTA buttons that actually resonate withthem and encourage them to click.
Show your audience their own data-informed page
Your homepage is your website's front door. Although not everyoneenters your site through the homepage, its purpose remains clear: Deliver themost important and most relevant information and entice a user to furtherengage with the site.
Instead of assuming what a customer might be looking for when theyfind your homepage, use data to deliver demographic and geographic informationabout your customer and cater your homepage to match their needs.
For example, when you visit Target.com, the address of the Targetstore nearest to you appears in the upper-right-hand corner of the page. Youcan change the location of "My Store" at any point during your search, at whichpoint Target's inventory results refresh to let you know whether the productyou're searching for is available at your location. Data-driven homepages likethese increase conversions and set companies apart from the competition.
Bottom Line
The modern consumer expects a highly personalized marketingexperience. From custom CTAs to personalized emails and location-basedhomepages, data-driven marketing personalization is the way to go to increaseyour conversion rates.
And to get the combined, 360-degree view of your customer, youneed to deliver highly personalized marketing experiences.
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