Personalisation involves tailoring experiences based on individual user data or preferences, such as location, language or device used. By delivering a more relevant experience, you will help ensure that your visitors are more likely to convert into customers, as it will make them feel valued and respected as an individual.
First things first, what is personalisation in CRO?
But… Why is it that important to integrate personalisation within your CRO strategy?
Personalisation helps deliver content and offers tailored to individual users and allows you to provide content at the right time and place for maximum impact. When your visitors receive content, they are most likely to engage with, and at the right time, you can see an increase in engagement levels alongside conversion.
Let us say you have an e-commerce website; you can use personalisation to feature products and services that your visitors have expressed an interest in or send them articles based on their areas of interest.
How to evolve your CRO strategy to achieve 1-to-1 personalisation?
Of course, achieving a meaningful 1-to-1 personalisation is a challenging task. But as you are already collecting, processing and analysing data, you can easily make it actionable to deliver the proper communication to your visitors and customers.
At REO, clear processes and methodology are key to delivering the best results possible. Our consultants suggest the following CRO best practices to optimise your strategy and boost performance.
Analyse your data to get to know your customers and visitors.
Who are your customers? What do they like, and what don’t they like? The more you know about them and their digital behavioural patterns, the better you can identify opportunities and tailor experiences to meet their needs.
e.g., People from country X are more likely to convert when they see language Y.
Pro-tip: Your personalisation strategy continues when you acquire a new customer. You can optimise the post-conversion experience by targeting them again and showing them relevant products and services.
Identify opportunities for personalisation.
Once you have identified your users’ preferences and interests, it is time to look for opportunities to deliver a more personalised experience. What elements can you adjust or add to your website (or emails) to create a better user journey?
e.g., Adding localised content to the home page for visitors from country X.
Pro-tip: Ensure you understand your first-time visitor to optimise their post-click experience. In practice, you can run campaigns via different platforms (Google Ads, emails…) that redirect users to a unique landing page. In this case, the content on the landing page will be generic and different from the campaign’s messaging. Modifying your landing page to display content based on the messaging will ensure a unique and personalised experience for your visitors.
Identify the user segments and collect user preferences.
Create user profiles and use segmentation to target visitors with different messages. These will vary depending on their interests, likes and dislikes. It would help if you also gathered feedback from users on what they would like to see or do on your site.
e.g., Visitors who have previously engaged with content about product A may be interested in an offer for product B. Alternatively, users who have clicked on a link in email campaign C are more likely to convert into customers when they see content D.
Pro-tip: When you gather all your data to create specific segments, you can use them when returning users visit your website. You can now display certain pop-ups, offers or headlines for each of your segments.
Test, analyse and optimise.
Once you have implemented changes or additions to your website, it is time to measure the impact and determine how users react. Use analytics tools to track customer behaviour and understand how they interact with your website and use this data to improve the customer experience further.
e.g., Test different elements on the website (e.g., images, copy, offers) and analyse which resulted in more conversions.
In this way, personalisation can be a terrific way to boost conversion rates, but it can also help you to increase your return on investment. By targeting users with a relevant experience, you can reduce the cost associated with each marketing campaign and focus your efforts on what resonates more with customers.