A small change in your marketing strategy could boost your conversion rate by 450%. Personalization may sound too good to be true but it is an effective tool.
You can use various simple techniques to personalize your marketing and increase conversions. There are no fancy algorithms, or creepy methods required.
Online businesses benefit from personalization because they can establish relationships with their customers. They will prefer buying something in-store because of the more intimate connection. A customer is likelier to buy something if he or she speaks to a real person.
Personalizing marketing can help you to overcome this problem. This makes customers feel appreciated and understood.
Why don’t more people try it?
The challenge of personalized marketing
It can be difficult to achieve because the technology and algorithms are complex.
Salesforce released a report that shows just how high the expectations are for customers.
Many consumers are still reluctant to let businesses track their online activity, as they find it creepy. Take into consideration:
- Have you ever searched for something on Google and then found an advertisement for it on Facebook, or Instagram?
- Did you receive promotional texts from companies that were physically nearby?
You probably felt a little nervous about these interactions, as you were aware that businesses “spied” on your online activities.
What can brands do to succeed online?
Some strategies for personalization are more effective than others. A simple, straightforward approach is more efficient.
Let’s discuss this.
1. Sell customized products on demand
Many marketers are intimidated by the idea of personalization, believing it will happen automatically. Personalization is often associated with customized web layouts, personalized offers and product recommendations based on past interactions. In order to offer such experiences automatically, marketing teams need extremely detailed datasets from consumers and sophisticated algorithms.
It is not necessary to automate personalization in order to make it effective. Customers can easily customize products. The experience can vary depending on what type of service or product the business offers.
One way to make your products more personal is by offering products with customizable designs.
How about online shops which sell customized products?
Other ways are available to personalize your business. If you offer a wide selection of products, it is possible to bundle them in a customized way. Tarte allows customers to customize a set using seven product categories.
For example, L.L. Bean offers the option of monogramming many items, such as totes, bags, and dress shirts, at an additional cost.
Consider personalizing accessories if you cannot offer such a high level of customization. You can customize the color scheme of a sunglasses bag or add a label to a suitcase that contains your name and address.
There are several simple ways you can provide meaningful personalization to your clients. Depending on what products you sell, it may be necessary to get creative to incorporate personalization into your customer’s shopping experience.
2. Sign up for a personalized account and receive benefits
Most e-commerce websites ask customers to register at checkout. Customers who don’t plan to buy from you in the near future are unlikely to do so.
Customers abandon shopping carts when required to sign up for an account. This is because the process takes a long time. Certain retailers ask customers to confirm their emails, which may cause them to exit the website and delay checkout. In general, the account benefits only the retailer, as they can access information like contact details and purchase behavior.
To get your customer’s information you will have to explain to them the advantages. For their account access, offer personalized experiences.
Customers who visit Madewell for the first time are given a special incentive for signing up. The retailer will offer you personalized features for free and offers other benefits such as fun gifts for birthdays or rewards.
You can customize your rewards program in several different ways.
Starbucks Rewards members will be able to benefit from this program, as they can accumulate points with each purchase. The points earned can be exchanged for rewards such as free drinks or pastries.
Let your customers choose the rewards they earn after making multiple purchases. Sephora’s VIB (very important Beauty Insider) program uses this strategy. Each dollar spent by a customer can be converted into points that are redeemable for rewards. When customers reach a threshold of spending, they will automatically receive upgraded benefits such as customized experiences and rewards that reflect their product preferences.
Offers and Deals Customized
We all want to get a good deal. We all want a good deal.
DSW has a great way of increasing the number of emails opened by customers. The first name of the customer is included, along with a brief history of previous interactions.
Offering personalized account creation benefits is beneficial for your business and your customers. Your marketing team will be able to access important datasets for targeted marketing.
3. Offer Subscription Services Customized
Ispy sends out a monthly box of sample products to its subscribers. They are customized to the customer’s preferences and may include hair care products, cosmetics, and skin products.
The service does not have to be personalized to be successful.
You could, for instance, sell teas, espressos, and other products. Your customers sign up to receive a customized box every month. They can then choose the products they want to include in their customized subscription box.
4. Use interactive content for personalized recommendations
Ask your customers what they need.
You can use interactive quizzes or surveys to collect information about your customer’s preferences and make recommendations based on that data. You can also gain valuable insight.
Customers are required to take an online quiz to determine their style, choose their colors and size, as well the type of exercise they prefer.
Fabletics provides a product list based on customer preferences, making it easy to locate what you are looking for without scrolling through the many options.
Both B2C and B2B companies can use this method to generate more qualified leads.
ZipCar allows users to determine if ZipCar can meet their requirements and receive an estimate.
You can also find out how much you would save by switching to a car-sharing service. It is calculated based on what you spend on public transport, car payments, and insurance. Customers are instantly qualified and the database contains highly motivated customers for sales teams to use.
Companies can use interactive content to show clients how much they can save using an online tool that assesses their usage.
Personalization does not only mean boosting sales. It is also a way of interacting with customers and influencing their decisions. You can provide a personalized service by using interactive content to narrow down each customer’s preferences and interests.
HubSpot offers creative interactive pieces like the “Blog topic generator”, which provides writers with content ideas on the topics they choose. This has nothing to do with sales or promotions but builds a rapport with the client that could be influential later.
This quiz helps companies narrow down the Big Data services that would benefit them most based on their size, budget, challenges, and level of digitalization.
This is an excellent way to provide customers with information that’s tailored to them.
Personalization is Powerful
You don’t have to be left behind when it comes to personalized marketing. The new technology allows for more customization than ever.
To determine the best-customized strategy for your audience and you, ask yourself these questions.
- Which types of personalization have the biggest impact on customers?
- What’s the goal of personalization for your audience? Why is personalization important?
- Do you have enough consumer data for hyper-personalization? How can you make the most of your data if you don’t have enough? How can you collect more data?
By answering these questions, you will be able to better understand the personalization of your current offerings.