Real-time personalization allows marketers to identify who is on their website, web application or mobile app, understand what they’re doing and what they’re interested in, and then personalize their experiences — all in real time.
This sounds straightforward, but if you’ve never experimented with real-time personalization before it can be tough to get started. And if you’re already using personalization, what other new ideas can you explore and test?
Last week our personalization experts T.J. Prebil and Meera Murthy (Product Marketing Manager and Customer Success Director, respectively) presented a webinar called Personalization: 30 Ways in 30 Minutes to inspire you to think about personalization on your own properties.
If you missed it, you can check out the webinar replay now!
In the webinar, T.J. and Meera walked through 30 personalization examples in five key areas:
We all know the value in making a good first impression in our daily lives, and it’s no less important for our websites. You probably spend a sizable portion of your marketing budget to bring visitors to your site, yet bounce rates tend to land anywhere from 50-70%, which means that it’s possible (even very likely) that those visitors will leave before you can provide any value to them.
To lower bounce rates, your website needs to immediately catch the attention of each visitor. And the best way to accomplish this is to personalize your homepage to each of these visitors. But if they’ve just landed on your site, how much do you really know about them? Watch the acquisition section of the webinar replay for examples.
Once you’ve proven to a visitor that your site is relevant to him, you need to help him find what he’s looking for so he doesn’t leave empty-handed. But regardless of your industry or the function of your website (e-commerce, demand generation, etc.), you have a lot of pages, products and content to be explored on your site.
You need a way to help every visitor find exactly what they’re looking for, or even what they don’t know they’re looking for — for example, by providing a list of recently viewed or purchased products like in the example below.
Even after a visitor has found what she needs from your site, there are still barriers to conversion (whether that means a purchase, a form submission or other types of conversions). Cart abandonment rates tend to be around 60-80%, so anything you can do to encourage conversion from your engaged visitors could go a long way. Check out the webinar replay to find out how to create personalized cart abandonment or cart recovery messages that get results.
4. Upsell & Cross-Sell
After all this effort to engage and convert your visitors, you want to make sure you’ve capitalized on any upsell or cross-sell opportunities. But you don’t just want to recommend additional products or content at random, you have a better chance of achieving success with recommendations based on what the visitor is actually interested in. For example, retailers can create personalized “create the look” recommendations that suggest other products to pair with the product the visitor is viewing (like in the example below).
5. Long-Term Value
Finally, after you’ve captured your visitors’ interest, engaged them with relevant information, encouraged them to convert (and maybe even upsold them), you want to nurture these relationships going forward to create long-term, loyal customers. Personalization can be used to create relevant experiences for each of your customers so they keep coming back.
For all 30 examples of how to use real-time personalization for acquisition, engagement, conversion, upsells/cross-sells, and long-term value, watch the webinar replay!