If you haven’t come across the concept of personalisation yet, then it probably won’t be long before you do. Chances are that you may have experienced personalisation first hand but possibly didn’t realise it at the time. Have you ever been online and noticed some sidebar advertising for your very favourite shoe shop? You may have thought it was just a coincidence that you happened to be checking out the new spring range just the other day? That functionality is called retargeting, which is essentially personalisation in action. Basically it means displaying information about a product or service, to a website user potentially interested in that product or service based on their behaviour and preferences.
According to a 2015 report by Deloitte The Rise of Mass Personalisation, there is mounting evidence that personalisation increases both customer loyalty and conversion levels. In other words, if you improve the online experience for your client, they are likely to stay longer and buy more. Due to the level of messages aimed at today’s consumer, differentiating your brand or product is a constant challenge. Personalisation is a great way for companies to do this. According to famous marketer Doug Kessler, content can only be really relevant if served within the appropriate context. This could be as simple as triggering a pop up message to users that visit a certain product detail page, or as complex as different users being sent to completely different website pages, based on a combination of previous purchase activity and stored data. For example, one of our clients has identified a sequence of website activity that identifies a website visitor as ‘ready to purchase’. When a user completes this sequence, an alert is triggered to the relevant sales person, who then contacts the prospect to help close the sale.
According to Deloitte, today’s consumers have higher expectations, they not only accept personalised experiences but are beginning to to expect them. Website users are often willing to share basic information about themselves, in exchange for a tailored and ultimately, more efficient online shopping experience. The more information users share, the more effectively messages can be targeted to them. Creating customer accounts is one way to collect key details, but beware of making the form too long or users won’t complete it. Data can be collected in other ways such as purchase history, number of site visits and site behavioural data (where the user went, how long they stayed on certain pages etc.). Even if your customers don’t log in, then tracking cookies can be used to register their presence and record their movements on the website.
There are many options for personalisation, depending on the product and the required user experience. OneClick work with our clients to design personalised user experiences for their customers and brand. Contact your OneClick account manager to discuss how you can begin to personalise your website for your clients and ensure that their user experience is both efficient and tailored to their needs.