There’s nothing new about personalization in the world of digital marketing. It’s been used for years in an attempt to create a stronger, more long-lasting relationship with any brand’s target audience, to skyrocket their interest, and to make sure their engagement levels are growing. After all, wouldn’t you pay more attention to an email when it’s addressed to you and you can see your first name in the opening statement? If numbers are anything to go by, 82% of marketers noticed higher open rates when personalization is used in their email campaigns.
This tactic is just one of many that embraces personalization as the solution to overcoming numerous setbacks of our digital interactions. They are distant and cold by nature, and it’s difficult to elicit emotional reactions simply by using digital tools. However, personalization should and needs to go beyond using customers’ first names in emails, especially for brands looking to increase conversion rates as well as the average order value (AOV).
Luckily, the digital world has evolved significantly over the years in terms of using personalization, and you can implement various forms of this tactic to inspire growth in the aforementioned performance indicators. Here are a few of them that are notable enough to put on your radar, so that you can help your own brand grow.
Research, research, and more research
Any form of personalization requires data as its foundation. Everything from learning someone’s first name all the way down to their shopping preferences depends heavily on your willingness to dig and learn from the information you manage to collect. Of course, while there are dozens of different digital tools you can use to collect information, what you learn from it will ultimately shape up your ability to turn data into loyalty, engagement, and profit.
Make sure to collect data that is relevant to your industry as well as your customers. When do they browse and when do they actually make a purchase? Where are they located, and do you have any physical stores they’ve visited? Have you looked at their social media footprint? What about their reviews and survey results? What most brands need to remember is that research is not an isolated effort to make sure they push a certain product selection, but an ongoing strategy that needs to be refined over time and depending on the changing preferences of your customers.
Targeted content output
Thanks to AI and automation, brands have the ability to create and publish content that is not just generally relevant for their audience, but specifically useful for individuals and groups of people who share certain similarities. Perhaps a certain product you sell is particularly useful for working moms based from home or solopreneurs who travel the globe as they work. Two vastly different categories may share age, gender, and cultural background, but their lifestyles will shape their interests differently.
So, it makes perfect sense that 74% of customers are frustrated when they come across irrelevant content on the websites they visit. Moreover, trends are leaning towards more visually-focused content rather than text only such as blogs, so it’s vital to recognize the formats your audience will appreciate.
It’s easy to conclude that brands need to take their content to the next level if they would like to use it as a tool to increase AOV and conversion rates. To make personalization work in their favor, more brands choose to work with professionals to maximize the potential of their content output with the help of infographics, brochures, and other visually-enriched, engaging content. This not only preserves their brand voice, but ensures proper targeting efforts so that each customer is greeted by the kind of content they will genuinely enjoy.
Personalization in your products and services
Thanks to all that research and data collected on your return customers, your business can take personalization a step further and go beyond presentation. In fact, modern customers prefer brands that offer some form of product personalization and customization that gives them a chance to express themselves and build something unique. In turn, this allows them to also feel like a valuable part of creating your brand as it evolves.
In fact, brands have seen an increase of 51% in conversion rates after implementing personalization. It boosts relevance and authenticity, and consequently creates a more intimate customer experience for each and every person to consider what your brand has to offer. It’s also not so strange that personalization increases gift value in products and makes customers more inclined to pay more for products that are personalized.
Geotargeting and personalized offers
One of the most effective ways to combine your digital marketing strategy with personalization and your brick-and-mortar presence is the use of geotargeting to make sure you can spot buyers and nudge them in the right direction when the time is right. This is particularly handy if you have already learned about your customers and you know their preferences. Perhaps there’s a certain pair of boots on sale that might interest them – but they didn’t know about the sale before your notification prompted them to head to your store on their way to meet a friend.
More importantly, you can grow their AOV by cross-selling and up-selling products relevant to their previous purchases. You can make personalized discounts and offers that are time-bound and that can inspire them to make a purchase sooner rather than later based on your suggestions.
Personalization is no longer an option, but a necessity for modern businesses. You can use it to increase your brand’s conversion rates as well as the AOV for each customer that comes to your stores, just make sure to use these tips as a part of your overall strategy to maximize personalization.