Use web engagement to drive better personalization

December 21, 2015 | By

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Part 2: The Approach

As we explored in part one of the web engagement blog series, website personalization is a critical competence for marketing to use in support of the consumer decision journey. By offering a tailored experience to even the most casual of browsers, businesses will vastly increase their chances of driving conversions and customer loyalty. In this post, we will dive deeper into personalization for two separate market segments: e-commerce and publishing.

A recent report found that 86 percent of consumers say personalization has positively influenced their purchasing decisions, making it clear that to be successful, all brands must deliver the kind of relevant online experiences that win new customers and retain existing ones. To do so, online retailers should focus on behavioral data and connect the dots from each point in the path to purchase. Equally as important as e-commerce personalization is consistency among and between touchpoints. Today’s shoppers are not only connecting with brands online, but they are also visiting brick & mortar locations and using their mobile devices, desktops, and tablets as they research and buy. Retailers must keep track of each interaction and understand its context in order to deliver a consistent experience wherever the shopper chooses to engage.

By capturing each interaction with the consumer, brands will be able to tailor experiences accordingly. For example, a BlueConic retail customer is able to dynamically adjust offers to shoppers’ priorities based on which pages they have visited in the past. If they have recently read the shipping terms, they will offer a special deal on their next shipment, or if they recently visited the sale section, they can prioritize discounts to help push a purchase. Brands can achieve this level of individualization for known and anonymous shoppers through building individual customer profiles that detail all past activity, allowing for a tailored experience regardless of the screen they are shopping with.

Tracking each individual’s activity is just as important in the publishing industry. A recent study found that the majority of companies (81 percent) believe that data is critical or very important to the success of digital publishers. However, only 31% of digital media companies have been able to capitalize on this data, as the emergence of new technologies has made it difficult to do so. With the rapid growth of the web and the popularity of new platforms like mobile and social, a publisher’s ability to reach the right visitors is often fragmented. In fact, it was found that 55 percent of visitors spend less than 15 seconds on a publishers’ website, threatening their business model in terms of subscriptions and revenue. To adapt, publishers must serve relevant content to users based on past behavioral data that increase, among other metrics, time spent, articles consumed, and content shared.

For example, a broadcasting client uses BlueConic to collect and rank visitor interest to measure their preferred type of content related to television shows. Based on these interests, they serve links to articles relevant to those interests on pages that the individual visits via floor ads, ensuring that the individual stays within the extended brand domain. As a result, the publisher achieves increased click-through rates in the range of 30- 50 percent.

No matter the industry you serve, website personalization will go a long way in retaining and attracting new customers. By creating a consistent and relevant experience for prospective and loyal individuals alike, conversions will increase and they will keep coming back for more.

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