In today’s digital world, personalised experiences for consumers are no longer a luxury, they’re a necessity. In fact, 87% of companies see a lift in key metrics (such as conversion rates, engagement rates, or average order value) when they employ personalisation (VB Insights)
In a bid to feel valued, customers are preferencing brands who use analytics to understand their specific wants and needs, then present personalised content that improves their overall digital experience.
It’s left a lot of businesses asking themselves the question: To personalise, or not to personalise? But is it that simple?
The fact is, personalisation can benefit an organisation by improving the experience a customer has with their brand. Offering relevant content can foster customer loyalty, which in turn increases engagement, conversions and overall revenue for the business.
The problem is, most people misconstrue human-centric experiences for personalised ones or simply think that optimising the digital experience results in a personalised experience. It’s important for marketers to understand how to differentiate between an optimised experience and a personalised one so they can enhance their customers’ experience leading to improved conversions, increased stickiness and enhanced brand value.
So what is personalisation and how can you spot personalisation opportunities to improve your customer experience?
A customised web experience for each visitor
The digital age has elevated consumer expectations for relevant, contextual, and convenient experiences
Consumers have become accustomed to getting what they want, and they’re gravitating toward the brands that recognize them as individuals at every step of their journey.
According to Gorilla360, customers expect your company to know who they are — no matter what method or touchpoint they are using. Instore, online, through Facebook or on a phone, customers want to receive a consistent, high-quality experience from your brand.
A personalised website, app or digital communication is customised to each specific visitor, displaying a unique experience based on a visitor’s known characteristics, rather than displaying generic content targeting everyone.
And it’s not just the consumers who benefit from a personalized experience!
Personalisation is good for business
Savvy brands can leverage a customer’s personal connection via contextual marketing to create relevancy and foster loyalty which improves business.
For example, did you know that consumers are more likely to purchase from brands that know their name and purchase history, then deliver relevant communications as a result?
But as many businesses scramble to offer personalised experiences to their users, it’s important for us to first understand the difference between a standard customer experience and a personalised one. Knowing this can help us more easily spot opportunities to personalise touchpoints for customers to engage with your digital platforms.
The difference between a non-personalised and personalised customer experience
For most businesses, personas are used to design customer experiences for a website, app or digital marketing collateral.
Personas, which represent segments of a target audience, give us an aggregated view of a large number of customers; they don’t represent the specific needs of individual customers. We can create content to meet the perceived needs of our customers but, everyone who visits a website will see the same content. It’s not as targeted as we’d like it to be.
But, those experiences can be personalised for our customers by learning a little about them and then presenting them with personalised content on their return website to your website.
When customers engage with your brand online we can capture basic details about them like their name, email, company and location during a newsletter sign up or following a purchase. Even a few data points can tell us enough about a customer’s needs or preferences to create a profile. We can see how they get to your website and what they’re doing when they get there, and even what they share online.
Based on this information, on their return visit, we can present the right content at the right time to have the greatest positive impact on that customer’s experience.
How to spot opportunities to improve your digital experience
With so many benefits on offer to those willing to invest in personalisation, many are looking for opportunities within their own business. But how do you spot them?
The secret lies in your customer journey. By looking at customer journeys on your website (for example), you can map out the key touchpoints they’ll need to interact with throughout their evaluation experience.
Then you can look for opportunities to personalise as much of that content as you can. There are lots of ways to personalise content, here are just a few examples:
Present welcome messages for existing customers
Display hyper-relevant value propositions in hero banners
Recommend relevant next products or accessories
Dynamically update CTAs based on buying cycle
Swap out images to suit a customer segment
Switch out headlines, or match ad headlines to a landing page
Adjust testimonials for your visitor’s industry
Create in-line social proof (show your product or service works)
Automated personal email messaging to customers and prospects
Hide live chat on particular audiences on certain pages
Use surveys to validate & discover data on visitors
Once you’ve mapped out content or features to be personalised, it’s important to prioritise the ones that’ll have the greatest impact on your customer’s experience.
You can do this by undertaking a feature prioritisation activity to find content (or features) that’ll have the highest impact, with the lowest effort to implement. These, of course, are based on providing the best possible experience to help meet your business objectives.
Create the content variants to be personalised, based on your customer segments, then build them in ready to go.
Understanding what personalisation is and the impact it can have can help organisations spot opportunities to present bespoke content to enhance their customers’ experience.
With eighty-three percent of consumers willing to share their data to enable a personalised experience the true power of personalisation is plain to see. At Equilibrium, we harness this power using our proven personalisation framework to deliver highly personalised experiences consumers recognise, and most importantly, remember.
If you’re looking for help to personalise your customer journey across all digital formats and platforms, talk with our team today.