Do you know the importance of true personalisation but struggle to implement an effective strategy? Don’t risk missing any critical steps. By implementing our best practices you too can achieve big results using true personalisation.
A study by Econsultancy found, businesses that use personalisation are seeing an average 19% sales uplift. A further 59% of marketers say they are achieving a good ROI from personalisation.
Want to achieve these results for your business? Here’s how…
1. Evaluate where you are now
Identify what type of recommendations you’re using (if any), and where they are. Map out your current customer journey and look at the value your current recommendations are providing.
2. Consider what you can do with personalisation
What types of data do you have about your customer, product or business that could be used to drive a more relevant and powerful experiences? Understanding small, seemingly insignificant pieces of information about each unique customer could make a big difference to the way you can adapt their experience.
3. Understand your consumer
To understand your customer (and to recommend the right products), personalisation uses four types of data: demographics, preferences, past behaviour and real-time behaviour. Demographics will provide your customer’s age, gender or location. While you can use data your customer has shared with you to define their preferences e.g. their favourite brand, it is important to compare both past and real-time behaviour to best define the products and categories your customers view. Real-time behaviour allows you to understand and provide relevant experiences for each customer. It’s no longer enough to personalise interactions using old and outdated information – your customers expect more.
These four types of data must be used holistically to be effective. Together, this data will enable your marketing to be relevant and far more likely to engage each customer with the right content, for the right reason at the right time.
4. Use the right technology
Your business will benefit from self-learning analytics. Without this, personalisation technology is limited to suggesting products or content based on what each customer has browsed or purchased. Self-learning analytics use intelligence to help you to predict a much broader set of articles, products or topics they are likely to be interested in.
Programs which provide features to help with personalisation are a great tool. However, with many providers claiming to offer some level of personalisation – from basic to large and expensive systems – you need to make sure you choose technology that meets your needs now and in the long term.
5. Provide the right recommendations
Once you understand your consumer you can provide the right recommendations at the right time. Your recommendations must be personally relevant to each customer and integrate with what they are doing right now. They should provide a seamless experience, full of helpful, timely and relevant surprises. Unlike crowd recommendations which can be overly-obvious, personalization is subtle and blends into the background.
6. Stay personal across multiple channels
40% of consumers state it is very important to be able to purchase from a retailer via different channels. Additionally, 50% said that multi-channel purchasing is important to them. Take advantage of the many platforms available to you including the web, email, mobile, social media and phone calls.
Creating personalised experiences across multiple channels doesn’t need to be expensive or resource-heavy. Using a single automation platform can save you significant time.
7. Deliver consistency across all channels
The messages you deliver must be consistent across all channels to enhance your brand image. Social media must be kept up-to-date with relevant information and email campaigns should be implemented and optimised. It is also important that these online experiences translate seamlessly for mobile use. Speaking of mobile, opportunities such as real-time SMS offers should not be forgotten.
8. Test, Test and Test
Unsurprisingly, testing is still not a part of the day-to-day eCommerce workload. But testing is the only way to decide whether designs, features, tools and services (whether developed in-house or from a third-party) actually make a difference. Take the metrics that matter to you (like revenue and conversion rate), but track others (like page speed and pages to purchase) that, if improved, will result in happier and loyal customers.