Personalisation is fast becoming one of the most talked about digital marketing initiatives. Yet a study conducted by Econsultancy, along with RedEye Optimisation, found that only 23 per cent of businesses are actively employing a personalisation strategy, whilst 59 per cent are planning to use it.
So, where is the best place to start?
Here are RedEye’s eight top tips to help you get personal with your customers. The tips range from simple solutions to more advanced solutions depending on the maturity of your current personalisation strategy, so there should be something here for everyone!
Tip 1 – Segment Your A/B Test Results
As part of the onboarding process with a new testing tool, try creating audiences, these should be different to those that appear by default in your testing tool.
Think about the types of customers you are looking to target, or would like to understand more about their behaviour on your website. For example, as a retailer, you might be interested in users who abandon at the basket page.
Analyse this segment to gain insight into the types of personalisation campaigns you could look to run. Don’t worry if you already have a testing tool set-up, you could go and create some new audiences right now and start analysing how they perform for each of your A/B tests.
Tip 2 – Use Personalisation Segments
Use the segments available by default in your testing tool to more frequently target audiences. Use your analytics to determine the size of each segment, ensuring the traffic volume is sufficient to reach significance within a reasonable time frame.
If needs be, combine segments to increase or decrease the sample size.
For example, you could run a geo location specific campaign, targeting users coming from paid search, within London, and amend the content on the landing page to reflect this. You could potentially show an image of your London store as opposed to a generic landing page.
Tip 3 – Use Your Data For Complex Targeting
For example, as an insurer you could target customers who have less than three years no claims discount, with an up-sell offering motor legal protection.
As a retailer, use the information available to personalise content on landing pages. If you are capturing information such as the last product the user viewed, then display this in a prominent position when they return to your website to encourage a conversion.
Tip 4 – Drop Cookies For More Behavioural Conditions
If your testing tool does not allow you to target the specific behaviour of page views, there is a workaround solution.
Create a local storage element or a cookie which will be attributed to users when they visit certain pages throughout the customer journey. This can be set-up to run as a background experiment targeting the pages you specify.
When the visitor returns to the website, these cookies are identifiable and allow for content to be altered based on previous user behaviour. This can work well for lead generation websites, presenting the contact form earlier in the journey for users who may have abandoned but had shown interest in the product.
Tip 5 – Trust Your Data By Making The Most Of Your Integrations
A problem many businesses face is the issue of data silos. With a myriad of data sources, this can lead to high discrepancies. One of the ways around this is to ensure all your data is coming from a single source of truth.
Deploy metrics via your tag management system so that an API call is communicating to both your testing tool and your analytics tool. Run a QA and blank experiment to monitor the discrepancy level. If you are an Adobe target user, enable A4T (analytics for target).
Tip 6 – Identify Opportunities By Mapping Your Customer Lifecycle
Know your customer. RedEye Optimisation uses a framework model to determine how mature a customer is within the customer lifecycle. We identify the stages and plan to personalise differently based on five key areas – Acquisition – Non-Converters – First-Time Converters – Multi-Purchasers – VIPs.
You don’t want to be treating these customers the same. For example, you wouldn’t want to target a user who has never purchased before with an upsell message or product to increase AOV. Your objective for these users should be to get them familiar with the brand and making that first conversion. For your returning customers and VIPs, go nuts!
Tip 7 – Assign A Team That Will Lead Personalisation
Work to break down team silos – the last thing you want is another team that is disconnected from other stakeholders. Assemble the right people required for personalisation to function. Typically, these would include; UX, IT, Data insights, Compliance, Design and CRO. From within these areas you need to identify those that will make up your ‘Data Management Team’.
They will assist in identifying gaps/requirements as well as taking ownership to drive through the required changes. If you find you are missing certain skills, then you should consider using agencies/consultants to fill the gaps.
Tip 8 – Promote And Share Success
Share your success and promote internally. Personalisation will naturally take longer to reach significance so only shout when you have an interesting discovery. Encourage input from the rest of the business, including product owners, who will be able to share insights about different customer profiles. Gather these insights and personalise!
Here’s a challenge – Go away and try and implement at least one of these eight tips within the next week. At least that way you can say you’ve made a start!