Getting Deeper Into CRO: Improving Conversion Rates with Personalization
Here, we’re going to focus on how methods of personalization – such as using contact names in correspondence, web personalization, directing users to content based on web visit behavior patterns, using email usage data or social media engagement metrics – can improve Conversion Rate Optimization efforts. When it comes to web personalization, it’s either a downright creepy prospect or a very good thing, depending on who you ask; however, one thing is certain: When utilized correctly, personalization can help a site convert better, as proven by these researched stats from Invesp:
• Fifty-three (53)-percent of online shoppers believe that personalization is valuable
• Forty-five (45)-percent of shoppers prefer to browse sites that provide personalized recommendations
• Fifty-seven (57)-percent of shoppers will provide personal information if they feel they benefit from it
• Personalized ads convert 10 times better than garden-variety ads
Okay, so clearly personalization is vital, but what are the ways to use personalization to achieve better conversions?
Use Contact Names in Correspondence
Do you know what the two things are that email recipients see before actually opening an email? Who the message is from, and what the subject is. These two items are considered prime real estate with regard to enticing an audience to view the email as opposed to simply deleting it and moving on. Recent studies have shown that adding a personalized feel to an email can be key in increasing open rates – as such, consider doing this: Instead of sending your next email from an anonymous-esque sales department of your company, utilize the first and last name of a company employee.
Believe us when we tell you that preparing an email to send out on behalf of a company CEO or President can have a large impact on conversion rates.
Direct Users to Content Based on Web Visit Behavior Patterns
Protocols known as “eye-tracking software” and “heat maps” have been proven to take the guesswork out of Conversion Rate Optimization, while also revealing some eye-opening insights with regard to increasing conversions. Some of these eye-tracking studies provide a look into common browsing patterns and elements of human behavior that all marketers should know about. These include:
• Making sure elements that “pop” on a web page are the ones that matter, and that too much “weight” isn’t given to visuals that don’t encourage customers to take action.
• Embedding video as a good way to stand out at the top of some competitive search results.
• Optimizing most pages to include images that serve as visual cues for where visitors should look next.
• Not being afraid to place important elements below the “fold” of a page, as it gives people time to read copy before they take action.
Use Email Usage Data or Social Media Management Metrics
There’s a difference between knowing what social media stats mean and knowing which stats are meaningful…and that’s why it’s important to know what it is you’re tracking. Essentially, your social media marketing goals require data that helps your decision-making; as such, it all comes down to one thing: Does the metric help you make decisions? We keep coming back to the same idea that valuable metrics support overall business objectives – if you know where you’re headed, you’ll know what to track.
If you are interested in increasing customer lifetime value – for your own business or your client’s business, if you’re a marketer – you must understand that the real journey begins after that first sale is made. Personalized marketing, which can include actions and messages tailored to the visitor based on previous viewing and purchasing behaviors, is the key to all of this.