You’ve recently jumped on the biggest eCommerce trend of 2018 and invested in our personalization software. You’ve got to grips with all the terminology. You’re connected with your customer base and you’re excited to tailor their online experiences specifically for them.
What do you do next?
Research shows that personalization is key to attracting customers beyond their initial visit, to become one-time, two-time buyers and ultimately loyal repeat customers. You want to build a relationship with your customers, treat them like real people instead of a bank account and make them feel like they’re valued. PureClarity helps you personalize the entirety of the user journey, by using a powerful combination of real-time data and historical data, along with our ever-improving AI and your industry-specific know-how. Today’s customer is better-informed than ever before, so if they’re giving your site a chance, you can capitalize on that with the best tools at your disposal.
You might think you’re limited by whether a customer has logged in multiple times or given you their information. However, PureClarity lets you personalize every part of any visitor’s experience regardless of how little or how much you know about them. From a welcome banner on the front page all the way to showing a repeat customer new items from their favorite brand on their checkout page, PureClarity will help you to help your customers.
1) Number of visits
PureClarity tracks how many times a person has visited your site. This means you have a wide range of options to personalise their journey starting from the moment they arrive on your site. Welcome first-time visitors with a greeting banner and an incentive to make their first purchase. Greet a returning visitor with a selection of items from a brand they viewed last time they visited. If you’re keen to get visitors to give you their contact details, place a banner letting multi-time visitors know you’ve seen them before and think they might be interested in staying in touch with you.
2) Time spent on site
Plenty of businesses aren't taking advantage of customers that enjoy browsing on their site for extended periods of time. PureClarity tracks how long a visitor has been on your site, so you can offer options specific to people who have been browsing for certain lengths of time. If you offer a consulting service, why not remind your visitors of that when they’ve been browsing for 10 or more minutes? If you offer free returns, consider a strategically placed banner to prompt them to purchase now, with an offer of free returns if they’re not totally satisfied.
3) Cart value
The option to personalize by basket value is clearly a valuable one. It gives you the chance to incentivize your customers to bump up their current amount, by offering an incentive paired with a selection of suitably priced items. For example, if you make a campaign aimed at customers with $85+ worth of products in their baskets, you can offer them 5% off, or free shipping on orders over $100, and display some items from $5-$15 to help them decide to make a spontaneous purchase.
4) Current location
Location is one of the most convenient ways to personalize a campaign, as well as one of the most flexible options. Depending on how much or how little research you’re willing to do, there are different strategies you could take. One of the simplest is personalizing for delivery options. Let U.S. visitors know they can get free shipping in the U.S. Tell your U.K. customers that there is click-and-collect at their local store in London/York/Stoke-on-Trent.
If you want to go more hands-on, you can research local festivals, unusual weather events, or any other location-specific detail that’s relevant to your line of business. For example, if you sell sports kit and you know that Manchester United are about to play Liverpool, you can market your extensive range of Liverpool and Man United sports line in their respective cities.
5) Time of Day
Personalizing by time of day is a very under-rated marketing tactic. Like number of visits, it can be used to let know visitors know you’re paying attention to when they’re browsing your store, and that you’re keen to give them the best shopping experience possible. You can use this to incentivize, for example by underlining next-day delivery until a certain time of the day; you can raise awareness of an item, for example by saying something like ‘enjoy your morning coffee on a gorgeous coffee table’; or even just give the site a more personal feel for your customer with a ‘Good morning!’ or ‘Good Evening’ banner.
6) Past Purchases
By tailoring your visitors’ experience based on their past purchases, you let customers know you’re paying attention to their habits and trying to make their journey as streamlined as possible. Whether you’re a B2B or a B2C, past purchases are easily personalized to the consumer. For repeatedly consumable products, it’s nice to be able to click directly on a banner to purchase something you’ve bought before, and easy to place such a banner on a basket checkout page, a homepage, or on any search pages.
Alternatively, it’s a great way to cross-sell. Past purchases can be taken as proof of interest, or even indicate need in a certain area. For example, if someone has bought a raincoat, they might want an umbrella, rainboots, or any number of rain-related paraphernalia.
As users interact with your site, PureClarity is collecting information about what their favorite attributes are – what products they like, what brands they prefer, and what categories they tend to shop from. This is a valuable tool when your customers are browsing around as you can market things you know they’ll like. Someone who regularly buys jars, for example, will be interested in a buy-one-get-one-free event. Customers will enjoy being greeted by a banner showcasing new items from their preferred line of products.
You can choose to take advantage of this option by strategically placing banners at key conversion points like checkout.
The idea of marketing by demographic has obviously been around for a while, but that doesn’t make it any less effective a technique. While it does depend on your users providing you with the data, it once it’s in place, it’s a great way to both make the visitor journey more relevant to them as well as giving you opportunities to cross-sell and up-sell. For B2Bs, if you collect data on what kind of businesses shop with you, you can do account-specific promotional messages if you want to offer a special price to only a select group of your businesses. For B2Cs, if you have any information on age, gender, or location, you could market a line of men’s slippers to men above the age of 25 in the north of England, for example.
Searches reveal what your visitors are interested in looking for. If someone searches for ‘sale’, you can bet they’re a customer interested in a good bargain. Use that to show them 2-for-1 deals, products currently on offer, or other relevant information for the deal-savvy customer.
People who search for certain products, for example rose-gold necklaces or earrings, will also be keen to see rose-gold anklets or rings. Because PureClarity monitors searches, there’s a lot of information at your disposal on what your customers are looking for, which lets you give them what they want. This makes them feel valued, and more like their shopping experience is made for them – which it is!
10) Valued customers
Finally, a tried-and-true method of personalizing a shopper’s experience is by making your loyal customers feel valued. You could offer a complimentary gift on a customer’s tenth order; you could show them a sneak peek of products to come, or you could promote premium-line items on their search results with a discount for being loyal customers. For visitors who tend to spend less over time, why not encourage them to come back more often by promising them 10% off their 5th order over a certain amount?
Maybe you want to incentivize your visitor to spend slightly more; maybe you want to reel in a first-time visitor; maybe you just want to let your visitors know that you’re here to help if they have any difficulties. No matter what the goal, there is a personalization Campaign that’s right to achieve it. With the option to personalize by data specific to your visitor, you can give your customers an exclusive experience on your site that’s tailored for them.
While these examples above used only one method of personalization, there’s no limit to how micro-targeted you can get in the pursuit of providing a top-notch experience. Personalize by location, time of day, shopping habits and more to make each shopping experience unique.
Tried these and have thoughts? Want more ideas? Have ideas of your own? Get in touch with us to let us know!