Top ten tips for implementing Website Personalisation
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Take a read of the presentation our CRO Director gave at the Festival of Marketing 2017 on the top 10 tips to help you implement Website Personalisation.
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Top ten tips for implementing Website Personalisation
- 1. General Data Channels CRO & Personalisation Website Personalisation: Top 10 Tips Unclassified Public @RedEyeUK #FOM17
- 2. Over 12 years experience in UX, CRO and Personalisation, working with companies such as esure, Penhaligons, Skype, Microsoft, Monarch, Wilko, Butlins, Travis Perkins, Marks & Spencer to name but a few. We routinely generate tens of million pounds of incremental revenue through Customer Research, Optimisation and Personalisation. Tasin Reza CRO Director RedEye Unclassified Public
- 3. Unclassified Public What is Personalisation? Levels of Personalisation Top 10 Personalisation Tips
- 4. Web Personalisation Unclassified Public Web Personalisation is making the relevant information available at your customers’ fingertips to enhance their experience. A/B Testing Personalisation Success f(success (testing)) = (Motivation + Ability) – Friction f(success (personalisation)) = Relevancy (Motivation + Ability) – Friction
- 5. Levels of Personalisation Content is personalised based on the current known attributes of the visitor. This can include anything from the browser, device, weather, time of day… Unclassified Public Example A new visitor landing on an electronic site using an Apple device. Rather than showing promotions for all products, focus on Mac friendly products. Targeting Complexity Simple Contextual Personalisation1
- 6. Content is personalised based on visitors’ past actions with the brand. This can be anything from previous purchase history, categories browsed, purchased in shop. Unclassified Public Behavioural Personalisation Example When visitors with high Average Order Value return to the site, promote new lines of products rather than reductions or promotions. Targeting Complexity Varied Levels of Personalisation 2
- 7. Unclassified Public Levels of Personalisation Personalising content based on current actions users have just taken, as well as taking their past behaviour into consideration Receptive Personalisation Example When a visitor previously searched for women’s clothing but this time, they started to browse the children’s section. Start changing the content of your specific site area to focus on both women’s and children’s products. Targeting Complexity Difficult 3
- 8. Personalisation Tips Display the closest store and promote free C&C for returning price sensitive visitors Unclassified Public Rationale Visitors who are price sensitive, showcasing the nearest store and promoting free click and collect will likely encourage them to make their first purchase. Targeting Complexity Varied Highlight Nearest Store1
- 9. Display Newsletter signup popup for returning un- registered visitor Unclassified Public Newsletter Signup Popup Rationale Visitors who are returning to the site are more qualified and less likely to get disrupted by the popup. Giving them a newsletter signup option to get the latest offers are likely to be relevant for the non- registered visitors. Targeting Complexity Varied Personalisation Tips 2
- 10. Unclassified Public Personalisation Tips Personalising the loading screen to promote relevant add- ons / extras based on their selection of product Loading Screen Content Rationale When creating a package based on user selection, if the loading screen shows potential add-ons / extras that go with the chosen product, users are likely to take those options at a later stage Targeting Complexity Difficult 3
- 11. Personalisation Tips Have the nearest airport selected by default Unclassified Public Rationale For a travel site, when visitors are planning to book a flight or a holiday, having the departure airport selected based on their current location would reduce the ‘search and buy’ journey Targeting Complexity Simple Default Departure Selection4
- 12. Promote products under previously visited category for non-purchase visitors on the homepage / landing pages Unclassified Public Category Promotion Rationale Visitors who browsed a specific category but did not make a purchase, on their return, promote products under the same category to provide an easier route to find the same set of products. Targeting Complexity Varied Personalisation Tips 5
- 13. Unclassified Public Personalisation Tips Preselecting filters on category landing page based on past selections and also in session changes Pre-Select Filters Rationale If visitors have previously used filters, by applying the filters automatically on any follow-up sessions, and adding any additional filters for all other categories, will increase visitors’ searchability Targeting Complexity Difficult 6
- 14. Change the position and prominence of user rating based on user behaviour Unclassified Public Position of User Ratings Rationale Super browsers who take multiple visits to make a purchase decision, change the position and prominence of user ratings and reviews for those visitors to help them make the purchase decision Targeting Complexity Varied Personalisation Tips 7
- 15. Highlighting basket items in an overlay with persuasive messaging for visitors who didn’t purchase before but have returned to the site Unclassified Public Highlight Basket Items Rationale Visitors who previously added items to their basket but did not complete a purchase might potentially be persuaded to complete their purchase when they see the items highlighted when they land on the site. Targeting Complexity Varied Personalisation Tips 8
- 16. Unclassified Public Personalisation Tips For registered visitors who haven’t purchased, promote relevant introductory products and highlight USPs to help them make their first purchase. Promote Lower Value Items Rationale Visitors who previously registered on the site but never completed a purchase, by showcasing introductory products and highlighting the USPs, you may break the barrier of making the first purchase Targeting Complexity Difficult 9
- 17. Display large promotions to lapsing customers to turn them around and encourage them to make follow-up purchases. Unclassified Public Offers to Selected Audience Rationale Customers who are lapsing, if they return to the site, giving them special promotions might make them purchase from the site again. Targeting Complexity Varied Personalisation Tips 10
- 18. Thank you for your time Tasin Reza CRO Director Red Eye International Ltd [email protected] LinkedIn: https://www.linkedin.com/in/tasin Unclassified Public