How Personalised Marketing Can Increase Conversion
Reformation of the digital space has allowed marketers to gain a diverse range of data, allowing people to create the most catered e-commerce experience possible. These data metrics vary from geographics, demographics and other behavioural or psychological data sets.
Utilisation of these data will allow you to create content solely catered to a niche/broad consumer base. By successfully evaluating and employing the correct marketing strategies for an existing consumer base, conversions are projected to increase.
We cannot reiterate on how important it is to have utilise the data of your consumers. The addition of features like ‘Frequently bought together’ ‘You might also like’ or ‘Similar products’ have been nothing but great success of businesses. Having core fundamental knowledge of your consumers shopping behaviours will allow you to engage more and cater to their shopping experiences.
Studies have shown that when consumers are shopping online, addition of similar features and personalised marketing will end up in a conversion 80% of the time. (Spectrm) It not only is great for guaranteeing conversions, but long-term commitment to the brand or service, as there is now an established relationship between brand and consumer.
Consumers are more compelled and drawn to brands that cater their shopping experience and marketing to them, engaging them on more of an emotional and psychological level.
This form of personalised marketing is capitalised by major companies like Uber Eats. With each order you make, Uber Eats will offer great deals and discounts on the same restaurant, or similar foods.
The reason why they continue to dominate the food delivery industry? They utilise their data to its fullest capability, creating personalised emails, in-app pop-ups and discounts that ensures the consumer is attracted to no service other than them.
Personalised marketing regarding targeted discounts extend to a website’s hyperlinks. Have you ever been shopping and seen a pop up from another site offering a great discount? Yeah, well- this isn’t a random coincidence. This personalised marketing has tracked the consumer all the way to another site, and with that discount, there is a good chance you are going to investigate further, leading to a purchase.
Customer Relationship Management (CRM)
As mentioned previously, viewers are more inclined to become a consumer if the content they have experienced is personalised to their interests. It saves them drastic amounts of time having to search and navigate through the digital platform to find what they’re searching for. Having it practically handed to them, builds a great deal of trust, which then becomes a simple process.
With each purchase, businesses can continue to make the consumer’s experience specific and concise. As a consumer, we all expect whoever we’re shopping from to have a great understanding of our needs, wants, interests and so on. Data automation allows businesses to take this level of expectation to a whole other playing field.
The role of the business is to understand the finer ingredients to go into shopping behaviours- the desires, triggers, etc. With every click, time spent on a product, every detail is a vital role into converting a sale. Well-designed personalised marketing creates a simple cycle. Viewers become one-time purchasers, one-time purchasers become reoccurring consumers, reoccurring consumers become loyal consumers.
If you don’t know what I mean by this- allow me to explain. Netflix, creates different cover images for films, based on the user’s previously watched film. For example, ‘Pulp Fiction’ would have a violent-like cover image if the user was more into action, whereas another user would have a more humorous image if they were more into comedies.
Differentiated content in generally attributed to A/B testing, is which the result of the two will vary based on consumer behaviours. Personalising marketing employs by changing the landing page based on previously searched/browsed/purchased items, geographic and demographic elements.
Emails, advertisements, pop-ups, and hyperlinks employ this tactic to appeal to variety and larger audience, which will almost always increase conversions.
What happens if you don’t use personalised marketing?
Well, marketers and businesses need to keep in mind that the data they use for future marketing needs to be specific, but not too specific- what I’m saying is don’t be creepy.
I can continue to ramble on and on, about the benefits of personalised marketing, the benefits to it and how it increases conversion. Have you considered what if you weren’t to use personalised marketing at all?
Having little-to-no personalised marketing is kind of like this- you go to a store, ask an employee for the location of a product and they just wave their hands and say, “over there”. Ask yourself, do you see returning to that store let alone purchase something the first time? Yeah, probably not.
Personalised marketing does more than just increase conversions, it:
- Meets customer expectations- needs, wants, demands
- Improves customer relationships- making them loyal to the business
- Increase lead generation and traffic
- Makes the customer HAPPY.
Sure, anybody can offer a product or service and get a one-time sale. If you want to create a significant and sentimental value for consumers, you must focus on the smaller details. This level of effort shows you not only understand what the consumer is expecting, but you are going to great lengths to provide that.
Making each visit for the consumer a better and enjoyable experience. Whether you want to make the initiative to cater marketing to a consumer base, they expect it nonetheless, and deserve it too.
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