How to increase sales with personalization

The benefits of website personalization are huge, so here are a few of our top tips on how you can increase sales with personalization.

A 2017 report by EConsultancy states 62% of companies are undertaking some form of personalisation in their marketing activity, and 44% personalize through their websites.

Product recommendations are nothing new. The majority of ecommerce stores are using recommendations at various points on their site, and there is a good reason for that.  Just ask Amazon – almost a third of its revenue comes from product recommendations. When website personalization tools such as relevant product recommendations are used well, the result is increased sales, improved bounced rates and order values and of course, happier and more engaged customers.

Smart Segmentation

Making sure that your segmentation efforts are targeting the right groups is vital. Targeting demographics such as gender, location and age groups is good, however companies are now stepping up their segmentation game in order to increase their sales.

Behavioural based data is a huge window into your customers interactions with your site. Amazingly, only 48% of marketers are currently using this data to increase sales. An example of a prime segmentation group that is sometimes overlooked but would respond extremely well to targeting would be ‘buyers who have visited your site more than once but who have not yet purchased’.

Let’s get social

Don’t underestimate the power of social influence when it comes to shopping.

A powerful way to showcase your products and inject a dose of social proof is to show your own customers using and wearing your products. After all, recent research by ION reveals 71 percent of consumers are more likely to make a purchase based on a social media reference.

Inserting social proof into your product pages and recommendations showing customers how many views an item has had, or what is selling well, creates a sense of urgency and encourages your customers to purchase there and then.

Reward your VIPs

Personalization not only increases sales, but also offers so many opportunities for customer retention…which is great considering Gartner’s Group research states 80% of your future revenue will come from just 20% of your current customers!

Rewarding your customers for their loyalty, not only keeps them happy, but also encourages them to keep you at the top of their list of retailers. Plus, happy customers are more likely to recommend your business to their friends. More recommendations…more sales!

Consider offering rewards which are pertinent to your business. Free delivery is a highly effective offer, resulting in typically 30% higher conversion rates, because well, who doesn’t love a freebie? You can also consider early access to new sales, or offers off their next purchase.

There’s no place like home!

Each customer landing on Amazon’s home page will be taken on an entirely different experience to the next. Visitors are presented with a shop window tailored to their interest’s or based on their previous purchases, and importantly, the product recommendations are always relevant.

Make sure your homepage is also personalised for each visitor. Consider banners and products related to their favourite brands, and display trending products pertinent to their interests…nothing loses a customer’s attention, and their custom, like a list of products that are completely irrelevant.

Next steps…

Econsultancy reports 93% of companies are seeing uplift in conversion rates as a result of website personalization, so you really are missing a trick if you’re not already using website personalization to increase your sales.

All these tips can be implemented really easily with our personalization tool, Bunting.

Fancy a free trial? Get yours here! See for yourself how the tips in this article can increase your sales.

By: Charlotte Halkyard 18th June 2018 Tags: , , , , , ,

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Getting Started With Personalization: 5 Tests to Try for a Quick Conversion Lift.

Getting started with personalization can be daunting, with seemingly endless tests to try for that all important conversion uplift.

Getting to grips with the machine learning technology required to implement personalization can also feel like an intimidating task.

But it shouldn’t.

Firstly, it’s important to establish your goals. What do you want to achieve with personalization? Is it an increase in conversion rate? Or improved average order value?

Once you have a tool that clearly reports real time data back to you, then you can make decisions on who you want to target, and with what content, to achieve those goals. Are you struggling to convert new visitors, for example, or increase orders from traffic coming from a certain region?

At this early stage, it’s always helpful to look at tried and tested experiments that have worked for others. Here are 5 quick win tests to give you some inspiration.

1. Increase first time visitor sales with exit intent messages

First time visitors are, unsurprisingly, the hardest to convert.

They have no loyalty to your brand. They have no past purchases to benchmark for quality. They’re hesitant to buy from you, and are likely to shop around. An exit can often signal the last time you’ll ever see them.

How can you make an impression on these visitors?

A great way to engage first timers and give a little nudge to stay, is to trigger an exit-prevention light box. This message will trigger when visitors attempt to leave the store with an incentive of your choice.

As an example, WallPops.com engaged their first time visitors with an incentive-to-stay pop-up. It increased orders by an impressive 12%.

How to do this

With a tool like Bunting, it’s really easy to set up this test. ‘Increase first time visitor’ is a pre-made template, that can be clicked and installed straight away. You can choose what kind of incentive to use to pique your visitors’ interests, such as free delivery, or a % off discount (NB: your store must have a coupon code to do this). Or even better, split test both, to see which incentive works most effectively.

Don’t want to give out discounts or free delivery?
Worry not. An alternative here could be an ‘email me my cart’ message, or ‘sign up for our newsletter before you go’. This gives you opportunities to re-market to these visitors with personalized emails based on their browsing history.

2. Raise average order value with triggered messaging

A common way to raise order values is to offer an incentive to raise the value of a customer’s cart. One that works well is to offer something when a customer exceeds a certain spend. This could be a free gift, or free delivery.

This can be targeted to specific users – for example, you might only want to target visitors who have purchased from you several times, to reward them for their loyalty.

In addition to displaying this offer on your homepage, you can also trigger a reminder message to your visitors when their cart reaches a certain amount. It will then ask them to increase their order value in order to get free shipping. Saltrock surfwear did this well. They triggered a message when the value of a visitor’s cart exceeded £20, letting them know that they would be entitled to free delivery if they increased their order to £30.

How to do this

With Bunting, you can easily set up this test by creating a pop-up light box. Once the content is created, you can set the trigger to target visitors that match a certain criteria.   You can select the condition type ‘value of cart’ under ‘shopping cart metrics’. Then, specify the order value you would like to target, such as $20. Finally we recommend you run a split test, and then you can measure precisely how well the experiment performed.

3. Product recommendations on product pages

Recommendations are an indispensable part of any e-commerce store, and rightly so – machine learning algorithmic recommendations undoubtedly raise your conversion rate and average order value.

Of course, they help customers find what they really want. But they also help your team by freeing up precious time spent manually creating recommendations. A good tool will let you set up recommendations that require zero coding, so they can easily be set up by anyone on your team.

How to do this

With Bunting, it’s a case of drag and drop (and thankfully, no coding).Simply paste the URL of any product page, and the tool will generate accurate recommendations on every product page. Of course other pages such as the homepage or cart page can also be selected. Choose carefully where on the page you’d like the recommendations to be. We recommend above the fold, and in the case of product pages, we suggest the closer to the main image the better. 

4. Raise visitor sales based on geolocation

Research frequently shows that many retailers are missing out on opportunities to attract and convert visitors from certain regions.

Your international visitors are less likely to trust your store than a local website, so it’s essential to earn their trust through your site’s offering. Have a look through your site – are any areas displaying messaging that is not relevant to your international visitors?

Looking at the Adventure Direct site, we can see the messaging is aimed at the UK market, and is presented to every visitor regardless of location. This may actually damage overseas orders. With Bunting you can dynamically change the website text to show different messaging to your overseas visitors.

How to do this

Any part of your website can be changed to display messaging and imagery that is relevant to that particular audience. With Bunting, you can change any part of the page for this segment. For example, it will let you edit website text and even include a merge tag, which will display the visitor’s country/region name, wherever they are.

Welcome pop up for overseas visitors Another great little feature to impress your overseas visitors is to trigger a welcome pop-up. This can assure your visitors of your custom, that you deliver to them, or can display your international contact details.

5. Cross sells on the cart page

The recommendation best known to raise order values is the mighty cross-sell. These are algorithmic recommendations for products that complement the product/s in the cart.

Cross-sells are based on real time order data, meaning they’re the products statistically most likely to be purchased in conjunction with the item/s in the cart. They help visitors find useful or desirable products and, in doing so, not only raise orders but help you build better relationships with your customers.

How to do this

To start with, it’s worth trying cross sells out on your cart page. A good tool will allow you to drag and drop your recommendations into place. Importantly, we recommend for your first attempt at cross selling to target visitors who have converted at least once before. This is because sometimes cross-sells can take first time buyers out the flow of purchase and serve as a distraction.

 

Measure your results

We cannot stress enough – when getting started with personalization, test everything.

Many tools don’t allow for split testing, meaning you’re left without the important insights you need to build on and improve your personalization campaigns. So, run an A/B test with each experiment, and look at  the impact on conversion rate, but also revenue increase, abandoned cart rate and the number of page views.

We hope some of the tests in this article have given you some ideas for your own campaigns. Good luck!

Want to know more about personalization, and how to get started? Contact Bunting for a free review of your website, and to chat with an expert.

By: Bunting 24th February 2017 Tags: , , , ,

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How to Up Order Values with ‘Stocking Filler’ Product Recommendations

With the Christmas shopping season in full flow, it’s worth considering some new ways to boost sales and order values. This Christmas, a new Bunting feature is available – ‘stocking filler’ recommendations that can be filtered by price, allowing you to promote smaller, lower priced items.

Stocking fillers are often bought impulsively in-store, and these on-site recommendations provide a similar opportunity; letting shoppers grab a few smaller items on their way through your store. Splashing these recommendations at various touch-points can be a great way to increase conversions and order values.

One way is to create a list of ‘trending’ or best-selling Christmas gifts under a certain price on your homepage. By serving up an added bit of social proof, you’ll increase your products’ desirability by showing what’s hot at the moment. You could alternatively display them on your cart page to up order values, along with personalised cross-sells.

stocking-filler-recommendations

How to do this with Bunting

To do this, go through the usual process of inserting your recommendations in your desired place. Right click and go to ‘settings’.

bunting-price-filters

Here, you’ll find options to choose the maximum (or minimum) price for your displayed products. Make your choice, set an A/B test, and watch the results come in!

screenshot-results-1

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Happy experimenting, and let us know how it goes!

Not a Bunting user? Found out more about our award-winning e-commerce personalisation technology here.

By: Bunting 2nd December 2016 Tags: , ,

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4 Creative Ways To Drive Sales With Product Recommendations

Product recommendations are nothing new. Huge numbers of ecommerce stores are using them somewhere on their site, and rightly so.

When used well, recommendations raise conversions and order values, improve bounce rates and result in happier, more engaged customers. Just ask Amazon – almost a third of its revenue comes from product recommendations.

However, many stores limit their use to upsells and cross-sells on product pages. While this can be great, there are so many potential uses of recommendations to drive sales and engagement.

Let’s run through some ideas here.

1. Trending products … NOW

You can immediately engage visitors landing on your your site by displaying the products currently being viewed or bought the most – “trending products”. Using the power of social here is a great way to generate interest, and these products are statistically most likely to be purchased at that point in time.

h n m trending product recommendations
But how about taking this a step further and showing trending products from the last hour? Or from that morning or evening? It’s a way of showing your visitors what’s on trend, and could be an incentive to come back to see what’s trending at a later time that day. This also has the added benefit of making your store look really busy – hurray! 

Trending products work particularly well on your homepage and category pages. And, given that your visitors will choose to stay or go within 3 seconds, this is a important space to engage visitors.

 

2. Make your newsletters relevant 


We all know that an appealing newsletter is a great way to re-engage your customers and bring them back to your store. And this works best when your newsletters are
personal. A newsletter relevant to the reader’s interests is shown to have higher click through and conversion rates.

Netflix product recommendations email

A great way to do this is to inject personalised product recommendations into your newsletter. For returning buyers, you can display recommendations relevant to their browsing behaviour and/or favourite brands. And for newbies, you can display your currently trending products. The content of Netflix’s newsletters is based around the customer.

Bunting makes newsletter recommendations easy, and you can be sending your personalised email recommendations within minutes.

3. Get social with product recommendations


A powerful way to showcase products and inject a dose of social proof is to display your customers using, enjoying or wearing your products. This flips the standard studio image and shows your product in a new, more personal light (whether an Instagram filtered light fits well with your brand, however, should be considered!).

product recommendations fashion


Why not show your trending products as a set of Instagram shots or Twitter pics? Use the photos to then link to the item’s product page. Fashion store Missguided show their customers’ Instagram shots on their homepage, and then allow a closer look with a link to the branded items in the photo.

product recommendations fashion 2

Getting a brand hashtag is a great way to create a brand-loyal community in the social sphere, and this gives you all kinds of options for live feeds and social proof on your website, too.


4. Personalise your hero image with a product recommendation


Your homepage hero image is a great space to showcase a product in a vivid way (large images convert well) and thus generate interest. How about personalising this image based on the visitor demographics or behaviour?

By showing a hero shot related to the visitor’s favourite brand you can really drive engagement and reduce friction in enabling visitors to find products they’re interested in. Link the hero shot to the product page of the item and then make sure alternative products recommendations await them.

Over to you…

As always, run split tests to see what works, and get creative. Try to think of ideas that will work for your brand and store. A tool like Bunting will help to collect and analyse the data required to implement your recommendations and ensure they are accurate. Happy recommending! 

By: Bunting 12th August 2016 Tags: , ,

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How to Use Website Personalization for a Killer Homepage

First impressions count.

And when does this matter most? When a visitor lands on your website’s homepage.

It’s the shop window of your store. A place where visitors’ eyes will browse quickly, and decisions to stay (or go) will be made within seconds.

So, making the most of this space is, quite simply, essential to the success of your store. A great way to make your homepage engaging and meaningful is to personalise it around each shopper – whether they’re a first time or returning visitor.

Unfortunately, for many online retailers, the homepage is often the most generic page on their site. In short, this means they are losing out on significant opportunities to raise conversions and improve their visitors’ experience.

Here are some tips for getting started.

Adaptive call to actions convert better

brand attic pop up

Brand Attic use a sign up pop-up to visitors who have not subscribed

A mistake that websites often make is a static call to action that doesn’t take into account who is viewing the page. Did you know that personalised call-to-actions convert 42% better than non-personalised ones? (source: HubSpot).

A good to way to get a shopper to engage with your brand before purchasing is offering helpful content on your homepage. Getting people to subscribe to your blog means they are more likely to buy from, and engage with your brand in the future.

But what if they’ve already signed up? Segment these visitors, and use the space available for a different, relevant call to action (perhaps, ‘get a customer account’ or ‘watch our explainer video’), depending on what is pertinent to your business.

Personalise your homepage to build trust

Make sure you welcome your visitors. Is it their first time on your site? If so, greet them, assure them of your contact details and an available FAQ if they need it. This is the online equivalent of a bricks and mortar shopkeeper greeting their customers with a friendly smile. And it can easily be done with a non-intrusive pop-up or header.

athome inthecountry deliver uk

For international visitors, lack of trust is the biggest barrier to buying. For these visitors, there’s no quicker and easier way of instilling trust than assurance that you support and ship to their region. If your visitor is in France, for example, then clearly display your custom and shipping policy for France. Add a flag of their country on the homepage, and show them your customer support details.

Bonus points if you can do this in their language.

Recommendations aren’t just for product pages

Your homepage shouldn’t be all about you. It should be about what your customer loves.

Use the data at your fingertips to recommend items your visitor has previously shown interest in. This could be recently viewed (but not bought) products, abandoned items, cross-sells to previously purchased products, or even product replenishment (‘buy again’), if appropriate. Personalised ‘new in’ products related to the visitor’s interests can also work well.

Your homepage should reflect the season … or weather

If we look at this fashion store’s homepage, we can see they have cleverly adapted the homepage content to their visitor’s geolocation.

very-personalised-homepage blog

Very.co.uk use geolocation targeting effectively

By updating this in real time, the store is offering products relevant to the visitor’s current weather conditions. This can also work well for season. Your visitors, depending on what hemisphere they’re in, will be in different seasons – so you can personalise your homepage products around their location.

In order to do this, you need to have the analytical capacity to know exactly where your visitors are coming from. This is something that can be done on a shopper’s first visit.

Inject the Power of Social

First time visitor? It’s commonly known that showing what others are doing can motivate your shoppers. By displaying ‘trending products’ (ie. products that are currently being viewed frequently, or that are selling well) you can engage visitors and kick-start browsing.

Even better, you can personalise this list to show trending products within your visitors’ favourite brands or product categories.

 Finally…

The most important thing to take away is this: your homepage shouldn’t be all about you. It should be a refection of what your customer loves, and it should engage your visitors from the moment they arrive. Making your homepage relevant to each visitor means a better experience for them, which will translate into more conversions for you. As always, if you need help implementing any of these tricks, a tool like Bunting will do the hard work for you.

Happy personalising!

 

By: Bunting 20th May 2016 Tags: , , ,

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A Bunting Product Recommendations Software Case Study

See how Australia’s top lingerie retailer increased AOV by 9.6% with product recommendations

Personalised product recommendations have an undeniable impact on shoppers’ buying behaviour. One only has to look to personalisation pioneers, Amazon, who can attribute a third of their revenue to recommendations.

This week we’ll look at how one of Bunting’s great clients, Bras N Things, used recommendations to raise their average order values.

The challenge

bras n things logo

Long established as Australia’s leading lingerie fashion retailer, Bras N Things wanted to step up their online customer experience in an increasingly competitive marketplace. Despite being a super successful household brand with 175 stores throughout the country, Bras N Things understood the evolving digital environment and the importance of implementing an effective personalisation solution. Bunting was chosen to deliver personalised product recommendations with a key goal being to maximise average order value.

The solution

Bras N things

  • Similar product recommendations were placed on product pages, to help shoppers find products that matched their preferences. These were split tested against their own inbuilt recommendations to see which solution was the most effective and to calculate ROI.
  • Persuasive social accolades such as ‘most viewed’, and ‘best seller’ were placed on recommendations to increase urgency, social validation and entice visitors to click on recommendations and make a purchase.
  • ‘Customers also bought’ cross sells were placed on the cart pages with the intention to raise order values.
  • The number of recommendations to be displayed = 5.

recommendations

Results

  • 9.6% increase in Average Order Value
  • 3.5% increase in visit duration
  • 3.3% increase in product views
  • 2.4% increase in visits

Bras N Things saw a big return on investment with Bunting’s solution clearly outperforming their own inbuilt recommendations. Average order value went up significantly, and Bras N Things customers showed a higher level of engagement with the site, with product views and average visit durations increasing. Delighted by what they found, Bras N Things  now employ personalised recommendations based on real order data throughout their site, as well as in their newsletters.

Want to try it for your store? Try a 30 day free trial of Bunting to see how product recommendations work for you.

By: Bunting 25th January 2016 Tags: ,

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Website Personalization

Why Website Personalization Matters

Why Website Personalization Matters

Why does website personalization matter? There can be a striking difference between the cold and impersonal world of online retailing and visiting your friendly neighbourhood shop. If you visit a local shop regularly, the retailer will get to know you, they will greet you when you enter the store and, most importantly, they will get to know your likes and dislikes.

If the shopkeeper knows you, and has a new line they think you might be interested in, they will show it to you. Even if it’s the shopper’s first visit to the shop, the shopkeeper has learn’t that products that appeal to a man are likely be different from those that appeal to a woman and respond accordingly. Both you and the shopkeeper are winners, here. You get to buy the stuff you actually want and they get to sell more and increase turnover.

So why can’t this also happen with an online store? The answer is it can. E-commerce giants like Amazon target their content very cleverly. Amazon’s product recommendations account for a whopping 30% of their sales because Amazon use a very clever algorithm that is constantly analysing visitor behaviour and using as much intelligence about the visitor as possible to target product recommendations that the visitor will be interested in.

Amazon enjoys more conversions, increased traffic, more repeat visitors, higher sales and happier customers as a result. Imagine what the possibilities are if your website could adapt to what the individual visitor wants.

This is where Bunting can be a big help. Bunting brings the same power of intelligence that Amazon enjoys to e-commerce businesses of all shapes and sizes. We help all kinds of e-commerce website owners from small home based operations to large, blue chip, multi-nationals.

Using intelligent product recommendation, behavioural targeting, personalized newsletters and cart abandonment strategies, Bunting significantly raises e-commerce website sales and you can try Bunting for 30 days free of charge. By split testing website visitors (some with Bunting in action, the others without) the website owner can make a properly informed decision on return on investment.

By: Ben Prince 14th December 2015 Tags: , ,

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Product recommendations: the 3 biggest mistakes you cannot afford to make

There is a reason why 70% of Amazon’s website is made up of product recommendations. When done well, they can massively increase AOV (average order values) and site-wide conversion rates.

However, when implemented badly, they can actually harm your bottom line.

In this post, I’ll run through the 3 most common mistakes that many sites are currently making – and why you should avoid them.

1. Showing recommendations in the wrong places

One of the most frequent mistakes is displaying product recommendations that diverge from the intent of the shopper. The buyer’s journey needs to be clearly mapped, and recommendations should help and guide the process – but not cause distraction.

In the example below, the visitor is browsing the site for guitars.

product-recommendation-personalisation-example

At this stage, recommendations should be displaying other guitars that match the specifications. However, the recommendations here are showing cross-sells – items commonly bought with this product. Ultimately, this is distracting the buyer, and could disrupt the flow of purchase.

2. Not utilizing the add to cart or home page

When a shopper adds an item to their cart, the cart page is a great space to show cross-sells. We know the shopper at this stage has shown intent to buy, and showing helpful cross-sells here is a great way to increase AOV. Below shows a good way to do this:

product-reco-personalisation-example

In addition, the home page should display products previously viewed but not bought. When a shopper returns to your site, remind them of the products they’re interested in, and see conversions rise.

3. Too many recommendations in a page

This is a classic mistake. Ever heard of too much choice?

product-recos-too-many

By bombarding a shopper with too many recommendations, you may cause the visitor to feel anxious by the sheer size of the choice, and subsequently abandon cart.

And the research shows – fewer recommendations convert better.

We recommend a minimum of 4, however.

Summary

So, when you’re setting up your personalized product recommendations strategy, keep these 3 mistakes in mind. If you feel you need help, by utilizing a plug-in tool such as Bunting, the process should be easy.

Good luck, and let us know how it goes! 🙂

 

By: Bunting 12th August 2015

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