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How to Optimize Personalization to Boost Conversions

11/04/2019

Using the internet can be daunting because there is so much out there and it can be hard to figure out what is useful and what is fluff. You have got to take into consideration the fact that the average reader or user of the Internet is consuming many products at fast rates all day, whether it is through push notifications, influencers or subscriptions.

If you want successful conversion rates, you have got to provide something that they can’t get anywhere else. Ultimately, whether you are an online shopping platform or offering discount codes, personalization can be such a handy tool when it comes to boosting conversions.

Each of the following seven tips comes with examples as to when these have proven successful and why you should consider implementing techniques such as these into your platforms.

1) Acknowledge Your Niche 

In a world of digital marketing and instant gratification, nobody is going to sit clicking through different links, widgets and buttons until they eventually find what they are looking for. It may seem harsh, but the reality is that they want simplistic use even if you have directed them there under a certain guise, from another campaign or even from a social media account.

Ann Myles, experienced business blogger at Writemyx and Brit student, says, “Nobody wants to arrive on a website that they do not feel is suited to their exact need. They will just go somewhere else that can do what you are not doing. Specificity is king, here.” Essentially, you need to personalize your website so that the target audience, or niche, that you have selected arrive on the site and know exactly what they are there to do. It is not a “one size fits all”, so much as a “we have got your size”.

For instance, if a social media influencer has provided the link to a clothing brand in association with a specific shirt they are wearing, the clicker does not want to get to the website and find it is just the general storefront. They will feel frustrated and probably unable to find the thing they were there to find in the first place.

Instead, you should structure it so that they arrive to the shirt’s page, so they do not have to click around until they find what they want. This may seem like it limits the scope for all the potential things they could have bought, but the truth of the matter is they are more likely to buy this specific product than other things. The conversion, here, is where the success lies.

2) Tailored Timing 

It is not particularly difficult to tailor your content and information placement to suit the time of day or year. In fact, it is quite easy but it appears to your users as if you have made a big effort. Customers respond positively to sites that look full of effort, rather than an outdated server that most young kids could make these days.

Once you have identified your biggest market, who spend the most time engaging and making conversions on your site, this becomes easier, because time zoning can be taken into consideration and posts can be made at prime viewing times or when people are most likely on their devices. Something new popping up while you are on a device can almost double the likelihood of a click-through conversion.

For instance, putting up an offer relating to the Christmas season, or producing content that is most inspiring at the beginning of the month or near to payday, can really increase your engagement and conversions. It can be something subtle but personal, like a “good morning” included in the content.

Holiday-email-announcement-example

3) Device-Friendly Personalization 

Different devices display information differently and can be a huge pain for someone trying to access your site. If you personalize your site to match the device it is being consumed on, the increase in conversions will be immediately noticeable.

This can include making something fit comfortably on a mobile screen, or providing a click-to-call button that links to the mobile’s calling functionality, and it could mean including more succinct information on a mobile, with easy-to-navigate segmentation. Whereas, on a computer, you might want to expand slightly, assuming that the device-user is available to explore more and is also using a bigger screen.

4) Get the Basics Right 

You are likely offering a reasonably complex service or product through your site if driving conversion is a priority of yours. However, this does not mean your consumers need to be permanently inundated with information in order to understand your product. Assume that every person going to the site is doing so for the first time. Thinking in this line allows for maximum personalization of your product, brand or service itself.

The best way to achieve this is to get the basics right: who, what, when, where, why. You should be able to answer all these things when first seeing the personalized page, and the reader should be able to remember that and tell other people, too.

5) Advert Personalization 

While this does not always seem worth it, because “advertising is advertising” is a common misunderstanding, personalization of your advertisements makes a big difference to not only the aesthetic of your site but the respectability of it.

As Patrick Bowers, a marketer at Next coursework and 1day2write says, “adjusting your advertising to suit your customer is the surest way to make them feel special. Making them feel special makes them more likely to buy things and ultimately benefits you as much as it benefits them and their new purchase”.

Allowing any-old-ad onto your site cheapens the look and also increases the likelihood of the consumer feeling tricked or uninspired. It also means it is unlikely to be tailored to their needs and something they do not find interesting or relevant. If you personalize the advertising content, you will find the interaction with the products and site will improve.

share-a-coke-with-personalized-bottles-ad-campaign

6) Tailor around Visits 

You want to tailor your content and pop-ups around how many visits the viewer has made to your site. If, every time they arrive on your site, they get a promotion for “first-time users”, they may begin to feel affronted or annoyed that they are no longer the important people in the equation. They might also feel upset that they are paying more than other users.

Similarly, you do not want your customers viewing a discount code straight after they have made a purchase without one, so make sure content such as that only appears before a purchase is made or the conversion is a success.

 Keeping your viewers feeling in control is paramount to their continued usage. You might want to consider a “welcome back” message, as well as discounts for all people rather than simply newcomers. Often, a reward system can be beneficial in getting conversion and recruitment from the customers themselves, like “10% off your next purchase”.

This all adds to the process of making the site even more welcoming and personal. The better you remember your viewers, the better you can meet their needs. Their needs should always be your top priority and then conversion improvement will follow suit.

Holiday-gift-guide-email

7) Get Geo-Location Services 

Personalizing your website with geographic location services makes sure your content is always relevant. It also encourages people to use your site when they are abroad because they know they will still be able to find what they are looking for.

Make sure this personalization technique can be changed, though, as traveling consumers may be shopping for alternate locations and you do not want to necessarily cut them off as a potential conversion. Moreover, knowing where the majority of your traffic comes from can be a useful tool for future personalization.

If, for instance, the majority of your customer base is in non-denominational countries, you might not want to make Easter or Christmas promotions. You can usually assess this reasonably easily, on statistics that most sites will generate for you. Likewise, if the majority of your consumers are from beach-based cities, you could use this to your advantage and tailor content for them according to their needs and the season.

Ultimately, it is simple: people like to feel important and specialized content makes people feel important. So, make sure that the experience they have, when they get on your website, is one of a unique nature, and not something so generic that they could be anywhere. Use a combination of these seven tips and you will see a significant improvement in your conversion rate. Just remember that knowing your audience is the key to success and them knowing you back is even better. 

Author Bio:

Academic brits and Origin writings’s marketing manager Emily Marchant is responsible for the renewal and retention of existing subscribers. Her campaigns involve newsletters, sponsored content, partnerships, ads, and events. Emily is a team player with outstanding project management skills, as well as a blog contributor at PhdKingdom.

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