According to recent data, nearly 75% of consumers prefer to spend their money with companies that know them by name and remember their purchasing history. Building this kind of trust takes time, but it’s clearly worth it in the long run.
The following tips can help you deliver a more personalised customer experience to boost sales.
- Align messaging
Promote products or services by aligning a call to action with your on-page content to show customers you know what they’re looking for and have solutions to help them.
- Use overlays
Pop-up overlays may be annoying, but they work. Make overlays even more effective by treating them like ads, using the same message matching strategy suggested above.
- Improve surveys
To get the most accurate, valuable customer data, you must ensure your survey tool connects to an automated marketing platform or CRM.
- Track links
Giving customers a variety of value propositions via marketing emails makes it easier to track what they’re responding to, allowing for a more personalised experience.
- Connect ads
Use a tracking tool to create a retargeting ad campaign that will not only keep your brand in front of curious customers, but also collect data on which strategy element is leading to conversions.
- Manage results
Put the data you’ve collected to good use by setting up marketing automation systems to record customer interactions and update your records and contacts.
- Build smart lists
Smart lists use tracked customer interactions to constantly update based on the criteria you set. The ultimate result is more powerful site personalisation.
- Tailor to location
Use demographic or location data to help improve your site messaging and visuals – images related to visitors’ time of day, location, weather, purchase history, and so on.
- Personalise content
If you’re already using a content management system, consider switching over to one that offers more tools that will help integrate customer data to further personalise their experience on your website.
- Customise landing pages
How a customer finds your site has a lot to do with how they’ll interact with your company. Experiment with tools that let you customise landing pages based on referral sources to give curious customers exactly what they came for.
Doing personalisation the right way means collecting relevant data. Take some time to build these systems into your website and you’re sure to see results.