Use personalized content for CRO

Contributors

@elise-dopson


Business Benefits

Personalize your content to increase conversion rates and revenue.


Analyze your incoming traffic to identify highly engaging customers and find out more about them.

Look at visitor data and compare it to a standard set of variables. For example:

  • Location: city, country, region.
  • Device: iPhone, iPad, Android phone/tablet, Windows, Mac, Linux.
  • Search keywords: which keywords brought them to your website.
  • Visitor frequency: first, second, third, fifth time visitor.
  • Date and time of day, proximity to payday.
  • Referring URL: a website that referred them.
  • Customer history: have they bought before, what, at what price range.
  • Sessions behavior: navigation clicks, page views.

Select the top three to four organic keywords that get visitors on the site and mention those keywords in the copy.

Select your top three audience segments and analyze what visitors in those segments are doing on the site to figure out how to improve their buying experience.

The more segments you create, the more personalized content experiences you might have to create. Start small, so you don’t get overwhelmed and lose motivation.

Using the variables, customer segments, and improvement ideas, create segmented content for users accessing your homepage.

Use personalization software like VWO, Personyze, or Omniconvert.

If you’re using VWO, choose your variables such as search query and location, and then add the value for each. You can also choose between AND and OR statements to expand or narrow your audience. Analyze the results of your personalization campaign after it runs for a period of time, so you can make adjustments as necessary.

For example, the team at VWO looked for engineers and designers to join their team over at their New Delhi office in India. Using their very own software, they ran a behavioral targeting campaign for users accessing their homepage from India with an aim to increase job applications. To one half of Indian visitors, VWO showed a banner ad that read “We’re hiring in Delhi :)”, while the other half was shown the usual page. As a result, the company measured a 149% increase in CTR to the Careers page. For Indian visitors without the banner, the CTR rate was only 9.17%; for those with the banner the CTR was 22.86%.

Use cookies to track visitors’ behavior across the web and use data learning systems to analyze behaviors, so you can tweak and personalize ads accordingly.

For instance, Amazon uses visitors’ interaction history and other data to drive more sales. It uses this data to compile its More items to consider, Frequently bought together, and Customers who bought this item also bought campaigns. Big retailers like Amazon rely on complex learning systems capable of looking at the data and learning from it by themselves. However, there are tools available for companies of all sizes to use for ads and content personalization.

Set ads relevant to visitors’ location by showing prices in local currency and estimated delivery times based on where visitors are coming from at the moment.

For instance, clothes and fashion retailer ASOS immediately serves visitors on their Delivery & Returns page with prices and delivery times based on where they are at the moment. Another retailer, Nordstrom, also picks up on visitors’ locations and immediately shows prices in local currency. US visitors can also set their location for store pickup.

Use a product recommendations engine such as Barilliance to offer visitors What customers ultimately buy rule-based cross-selling and auto-generate top-selling product recommendations.

For instance, JD Sports has run an experiment on two of their brands, Millets.co.uk and Blacks.co.uk. Using the Barilliance solution, which uses data from page types and product categories users interact with, they saw increased conversion rates by 332% on the first brand and 277% on the second, as visitors interacted on the personalized product recommendation. For every £1 spent on personalization technology, JD Sports generated £291.70 in revenue.

Launch personalized campaigns using the segmented content you created.

Keep tweaking and playing with your personalized campaigns until you have something that you are satisfied with and works to boost conversions. There’s always a chance something goes wrong with your campaign, so run it for a period of time, analyze the results, and make adjustments accordingly.