We live in a day and age when companies can either choose to personalize their online presence or perish by sticking to old and outdated practices. Now that every business is racing to personalize everything from the copy on their websites to the emails they send to their customers and the stories they publish on social media, it’s important more than ever before for you to double down on your own personalization strategy. If not to get more traffic and elevate your brand’s reputation, then to improve your website conversions and boost your retention rates.
In reality, though, personalization can help you achieve all of this and much more, while at the same time helping you minimize extraneous expenses and make every marketing campaign more cost-effective in the future. That said, it can be difficult to effectuate a personalization strategy if the concept is new to you. So, let’s take a look at the five ways you can use personalization to reach new heights of success.
Make Your Brand Resonate with Your Audience
First things first, before you can start personalizing the copy on your site or the promotions on the checkout page, you have to personalize your entire brand experience according to the unique sensibilities of your target demographic. This will make your brand resonate with your audience on a more personal level, inspire them to establish an emotional connection with your business, and thus become your loyal and long-term customers.
Start by reevaluating your core brand values and segmenting your target demographic. Make detailed customer avatars to discover what truly matters to your customers and what values drive their everyday decision-making process. Once you understand this, realign your values to complement the values of your customers, and then weave them into your brand’s personality, tone of voice, and visual identity. This way, you will have personalized your brand experience, which will boost conversions through higher brand relevance and trust.
Personalize Your Site’s Copy and Content
Now that you have personalized your brand, you can start integrating personalization into your online presence, and most importantly, your website’s copy and content. Of course, you can’t expect to personalize your site according to the likes and dislikes of the individual visitor and customer, but you can use your customer data and the avatars you have created to tailor your copy and all content to specific consumer groups. If you have several key demographics, don’t worry, you can always tailor the narrative to appeal to their unique sensibilities.
This works best if you create dedicated landing pages for specific product groups and target demographics that will feature curated product offerings along with tailor-made content and tone of voice. Be sure to go the extra mile and personalize individual product descriptions to appeal to a unique audience, and do the same for your blog posts and in-depth articles in order to boost content relevance and engagement, minimize bounce rate, and use them to guide your visitors to your product pages.
Personalize Checkout Promos and Deals
If you’ve been in the Ecommerce game for any amount of time, you probably know by now that you lose the majority of potential sales at the checkout stage. This is where the biggest customer churn happens, when people decide to abandon their carts. Likewise, the checkout stage is where you could maximize your AOV (average order value) and boost CRO and average cart value by simply implementing a tool that will personalize promotions, deals, and offers to incentivize customers to add more products to their carts at checkout. After all, it’s not just about incentivizing the customer to buy, it’s about inspiring them to buy more in one go.
However, you need to use an intuitive tool that will allow you to truly personalize the checkout experience with special promotions and hand out coupons to loyal customers to make their shopping journey that much more rewarding. In turn, this will not only help you boost customer retention, but it will also drive new customers to your site through word of mouth and stellar reviews.
Weave Personalization into Your Remarketing Efforts
Even when you have the right CRO tool in your hands, people are still going to be dropping out at the checkout stage – that’s just the nature of Ecommerce. Don’t worry, you can get these customers back if you implement remarketing into your sales strategy, and most importantly, if you personalize all of your remarketing efforts.
Be sure to send out automated emails to the customers who have abandoned their carts to remind them to complete a purchase and tell them that there is a special surprise at the checkout if they come back. Use your CRO tool to personalize the offer to their liking and make a juicier deal that will inspire them to buy the initial product plus the new products from the special offer.
Personalize Your CTAs
Finally, always remember that your CTAs can have a big impact on your conversions, and that doesn’t just mean your sales. A conversion can be anything from landing a sale to incentivizing a visitor to sign up for your newsletter or download a digital product like an eBook or a product catalogue – this creates quality leads that have a much higher chance of resulting in a real purchase. To that end, be sure to personalize your CTAs and make them more engaging and unique to your audience instead of using basic lines like “learn more” or, God forbid, “click here”.
Wrapping Up
Personalization is the name of the modern Ecommerce game, and it should be at the forefront of your growth strategy. Be sure to use these tactics to tailor your online presence to your target demographic, elevate your brand’s relevance, and improve conversions efficiently and effectively.
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