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.

5 ways to step up your personalization efforts this year

It’s going to be a big year for eCommerce Personalization.

91% of digital marketers are prioritising it over the next 12 months. And let’s not forget consumers – a shopping experience tailored to their interests is fast becoming an expectation.

Despite this, many marketers and business owners feel their personalisation efforts are still inadequate.

So, to kick off 2016 on a better note, here are some ideas for how to step up your personalisation game this year.

1. Segment smartly

Are your segmentation efforts targeting the right groups? It’s good to target demographics such as age group, gender and location, but this in itself is not enough.

It is essential to leverage behaviour based data, too. Interestingly, only 48% of marketers are currently doing this, and are missing out on enormous opportunities. For example, buyers who have visited your site more than once but who have not yet purchased are a key group who could respond well to targeted content.

2. Don’t forget your home page!

Landing on Amazon’s home page will be an entirely different experience for each customer. Visitors are presented with a shop window tailored to their interests and purchases, with relevant recommendations.

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.

3. Up your email game

Email marketing isn’t dead – in fact, it’s one of the most effective channels to personalise.

However, if you don’t have a healthy sized subscription list, what’s the point in the first place?

Think about creative ways to capture email addresses, and, again, segment smartly. First time shoppers are unlikely to give their email address away, but engaged shoppers who have purchased before are far more likely to do so.

Consider using incentives like a time-sensitive offer or free delivery in exchange for an email address. Target users based on their brand preferences with content they’ll love – if the visitor loves brand x, then make sure they’re the first to hear about new x releases, trending products, offers and more by email.

4. Get social

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

This can easily be injected into your product pages (and personalised recommendations) with stats pertaining to how many people are viewing items, what is selling well, and what is getting low in stock.

Not only does this bring a sense of urgency, but letting shoppers know what is low in stock is a helpful pointer to avoid later disappointment. And your conversions will grow as a result.

5. Reward your VIPs

80% of your future revenue will come from just 20% of your current customers says Gartner Group research. Fortunately, personalisation offers ample opportunities for customer retention.

One great way to keep your shoppers happy, and returning, is to reward them for their loyalty.

Consider rewards which are pertinent to your business. Free delivery is a highly effective one, resulting in typically 30% higher conversion rates, but also consider early access to new sales and product lines, or offers and freebies.

What to do next…

So, to wrap up, keep in mind that this year is a key year for personalisation, and it is therefore vital to step up your efforts if you’re not already doing so. All these tips can be implemented really easily with our personalization tool, Bunting (get a free account here). See for yourself how the tips in this article help you!

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.