I recently had some time with a company that was struggling to find some great personalization ideas to use on their website. I have used personalization heavily on several of the sites I have worked on, so this topic came easily for me. I decided to document them and see if it could benefit anybody else by providing some fuel to do personalization well. Personalization isn’t for everybody though, you do need to know plenty about your customers in order to utilize it well.
- Landing pages: Depending on if they are a returning customer or not, you can control what type of banner/content is displayed to them. New Customer: Educational message about what you do. Returning customer: Banner specific to best products and services.
- Landing pages: Do you know what products or brands they have interacted with in the past on your site? Make sure you have a direct tie into those products when they first arrive to reduce bounce/exit.
- Customer Interest: Have you asked the customer any explicit questions about their interests during account registration? Make sure these categories are captured on homepage, landing pages, email programs, social posts and any customer engagements you attempt to make.
- Marketing Assets: Does the customer already have a couple of your marketing assets? If they already have your mobile app, be smart and don’t ask them to download it again. What other assets can you have them download? Browser app. Email sign up, Mobile App, SMS list, Social channels, etc. You can do this easiest through a proactive lightbox or modal, that way it is not intrusive to the customers flow.
- Customer Interest: Make sure to have a widget about recommended products or brands. Best locations for this are either in your emails, internal search results, blog, or on your 404 page.
- Customer Interest: Do you know what gender your customers are? Customize experience with colors or products at the top of the page based on their answer. If you don’t know what gender they are, take some liberties with the first names on your list and bounce it up against a gender matchup to understand your customers a little more.
- Customer Interest: If you send a welcome email, make sure that it matches well with the referral topic (referral code) that they signed up with? It needs to match their expectations or else you will lose them fast.
- Customer Interest: If you have a strong email campaign, results have shown adding localisation, gender or known technology (ie. iPhone) to your subject line and content. I’ve personally seen engagement go up to 40% when you can appeal to their personal journey.
- Customer Interest: If the customer has purchased with you in the past, maybe they need an accessory to the item they purchased? Or maybe they are looking for an easy way to repurchase, so give them a fast path to purchase again. Ease is critical to our online shoppers. Always give them an appropriate path based on their potential comfort with conversion by motivating with dynamic CTA language.
- Customer Info: Use the customers account information to show that you know who they are. You definitely do not want to me “big brother” and share an email address globaly, but if you know the customers first name, show that you know something about them. Put it in your super-header, put their name near the sign out, but make them feel like you know who they are.
That’s my quick list to help fuel your pursuit. What am I missing?