We take a look at how you can use personalisation in eCommerce during the latter stages of a customer’s journey to reduce site abandonment and increase conversions.
Creating a unique, personalised experience.
It’s the approach all modern marketing campaigns seem to hinge upon, and with good reason. If years of testing and trial and error have taught us anything it’s that generic messaging and mass marketing don’t work. Audiences don’t respond to being treated as just a part of the crowd. They want specific messages and offers that appeal directly to them as an individual.
The increasing focus on personalisation has led to numerous developments in marketing tech. Everything from email marketing to social media and even customer journey mapping now has some service that focuses on personalisation. Yet these popular personalisation efforts often focus on the top of the funnel. Everything from ad targeting, referral campaigns and social media are focused on users at the beginning of their customer journey.
There’s comparatively little in terms of personalisation for the end of the customer journey. You know, those last few all important steps that turn your targeted traffic into a paying customer.
Those latter stages are arguably more important. Even targeted traffic abandon their purchases and with abandoned carts costing e-commerce stores trillions of dollars in lost revenue every year, it’s something that needs to be addressed.
One common solution is to use exit-intent overlays. Offering something of value to your abandoning customers to re-engage and persuade them to complete their purchase.
This approach definitely brings results, yet it’s still often poorly implemented. Many eCommerce stores believe that the simple act of implementing an exit-intent campaign is enough to drive revenue. But it’s not, it’s only half the equation. In our own tests on exit intent campaigns, we’ve seen the greatest gains on campaigns that implement the same personalisation tactics as those top of funnel approaches.
Instead of implementing a generic exit-intent strategy, we personalised each overlay for different segments of our client’s audience. It’s this personalisation that leads to results like 13x ROI and thousands of new leads being captured.
Below we’ve listed some of the key personalisation elements we’ve discovered to be the most beneficial for an exit intent campaign that not only reduces abandonment rate but drastically improves conversions and revenue.
Browsing and interaction behaviour
What is this consumer interested in? That’s the key question when it comes to personalisation. Before you take any action, you need to know what your consumer wants.
When you’re running a wider campaign you can take the time to survey and question your current customer base. Find out what they found most appealing or their major sticking points and use it to hone your future campaigns. But when site abandonment is concerned you don’t have that much time. You need to quickly react and offer dynamic offers pertaining to their real-time needs.
How can you achieve this? By mapping their browsing habits and interactions.
Let’s say an individual has looked at five pages in the clothing > jeans category before deciding to exit. You could hit them with an overlay that offers a generic incentive such as free shipping if they complete their purchase today, or you could offer something that’s likely to really grab their attention. They’re obviously looking for jeans, so why not offer 10% off your top jean brand?
Browsing and interaction history are huge indicators of interest and can accurately highlight user desires. Track users on-site behaviour to offer the most relevant offers to your prospects and keep them on site.
Segmenting by location is one of the oldest tricks when it comes to personalisation and has remained popular because it’s effective. Historically speaking location has primarily been used to personalise product recommendations. A person in the UK is more likely to need an umbrella than someone in Australia.
However, with the advent and popularisation of various mobile technologies, location personalisation has taken on a whole new dimension. Instead of looking purely at the location for product recommendations also consider:
- Displaying prices in local currency (a basic step but one often overlooked)
- Offering stock level reports in local stores for those who can’t wait for delivery
- A rundown of other local pick up spots
- Delivery times to their address
A location has always played an important role in personalisation. Rather than sticking to what are slowly becoming antiquated methods, also look at how you can change your location personalisation to encompass new tech.
The user behaviour between devices differs greatly. Whilst mobile use is definitely on the rise, the conversion rates for mobile devices still falls far short of those on a desktop. Trends indicate this might not be the case for much longer, but for the time being many consumers still prefer an omnichannel approach, using a mobile device for research yet completing their purchase on a fixed point machine.
With such a difference in behaviour, there’s obviously a difference in user expectations. Optimising for mobile is a completely different approach to desktop optimisation. You can’t just slap a responsive design on your site and expect that to be enough. You need to look at personalising the mobile experience by:
- Improving navigation to make the journey from discovery to purchase easier
- Reducing site load times to keep mobile users engaged
- Changing link and image sizes to improve the user experience
- Linking mobile users behaviour with their desktop behaviour to offer the most accurate recommendation
Mobile is a completely different platform and needs to have its own campaign. If you want to increase your mobile conversions start by looking at mobile as a separate entity.
One of the most effective methods for re-engaging your consumers is to offer them some form of discount. The confusion lies in knowing exactly how much and how to present the offer. Offering one discount across all products isn’t a good idea. 20% off a high-value item might still leave you with a profit, but for low-value items, it could obliterate your slim profit margins.
Basket value should be a strong influencer in personalising your exit-intent overlays. Segmenting your audience by basket value gives you various opportunities to not only increase conversion rate with minimal effect on overall profits but can also offer valuable opportunities to upsell and increase AOV.
A recent campaign with a top takeaway client presented three different exit overlays:
- Basket value < £15 – Presented with an overlay offering 15% off orders over £15
- Basket value £15 – £17 – Presented with an overlay informing them of eligibility for 15% off
- High-value baskets – Presented with an overlay offering £10 off orders over £30
This three-tier approach helped achieve a 99:1 ROI and saw a healthy uptick in overall revenue generated throughout the campaign’s run period. This video shows a good example of how a personalised offer based on basket value can work.
Online shoppers are often not on a general browse but are looking for a specific item. They’ll head to google and type in specific search terms related to their needs. They’ll look for ’t-shirts’ over ‘clothes’ or ‘Adidas Sambas’ instead of ’trainers’. These search terms don’t indicate what your prospect is looking for, they outright tell you.
When personalising offer specific products at discounted prices based on the keywords that user used to navigate to your site. It ensures the recommendation you make is personal to them as an individual and has the utmost relevance for their needs.
Personalisation is key to increasing conversions
Personalisation isn’t just another marketing buzzword with little substance. Your consumers will appreciate and resonate with a strategy that focuses on their individual needs and offers a personalised experience and product recommendations. From analysis through to implementation there’s a lot that needs to be considered in a personalisation campaign.
The above points are a starting point for your personalisation campaign. As time goes by you’ll learn which personalised elements best resonate with your audience and where’s best to focus your efforts.