How do I use Personalization effectively and Why?
Personalization for customers is a great way to boost social proof. Customers want to see things they care about. Don’t show them generic information about holiday sales. If they love buying dog supplies for their furry friend then send them a coupon for 20% off pet merchandise. When campaigns have high levels of familiarity they reach more people. It gives them the feeling that someone cares about their experience! According to research done by Epsilon 80% of consumers are more likely to do business with a company if it’s one that offers a personalized experience. 90% indicated they find personalization appealing. So why aren’t you trying it out??
Personalization is NOT Customization
Customization is NOT the same as personalization-don’t use these interchangably. Personalization is meeting the needs of your customer(s) more effectively and more efficiently to make your interactions with them faster and easier so they’re happy, satisfied and more likely to return.
Customization is changing something to meet the needs or fit certain reqruirements of a business, person, place, etc.
Personalization can be acheived through customer data and predictive tech, whereas customization is usually done by the user manually making changes to get the experience that’s best for them. Personalization is much more targeted and usable in many different ways.
Some examples of great personalization that helped the marketing of a company was when Coca Cola released their personalized bottles that had people’s names and messages on them in their ‘Share a Coke’ campaign.
How do I use Personalization for my Website?
You can use these same tactics for your website. You want your visitors to have unique, custom experience to your site. Website personalization takes data to provide targeted offers to shoppers based on their browsing behaviour. You could also send data based on what similar customers have been doing or based on a geographic location. All people with an online presence have a “Data Doppelgänger” made up of data from the sites they browse, their GPS locations, responses to ads and mail, online purchases and any public records.
What are the Challenges of Personalizing your Website?
You can have a ton of data but if it isn’t relevant then it won’t be useful. To be able to send targeted content to your consumers you need to be able to understand your audience. Make sure to have a scalable way to send and target messages to these consumers. Another key aspect is being able to measure the actual impact of your personalization based on your goals. If you’re trying to boost your conversions you need to see how well personalization is helping you reach this goal, if it even is. You must be careful with data and its application. People can be fearful, especially since you’re taking digital traces of intimate behaviours and reflecting them back to your customers. We might not think an ad is relevant to us, but it can scare us or make us afraid because we’re worried it might be.
How Can I Personalize?
You always want to make sure your return matched your investment. If you’re putting a lot into and getting nothing out of it you’re either a) doing it wrong, or b) it just isn’t for you. You want to see how personalized experiences are resonating with your customers, make adjustments and then try again. You’ll eventually stumble across the secret ingredient that make you invincble in your personalization tactics.