Using Dynamic Website Personalization to Increase Conversions

How do you engage shoppers once they land on your ecommerce site?

Numerous opportunities exist to engage shoppers onsite. One of the best ways to do so is by delivering highly personalized and dynamic site modals throughout the entire customer lifecycle based on actions like browsing history and predicted affinities. Here’s what you need to know.

What is Dynamic Website Personalization?

Dynamic website personalization curates onsite experience for visitors by leveraging customer, behavior and product data. This may look like personalized product recommendations, creative assets that populate depending on the viewer’s previous activity or selective offers based on a customer’s propensity to purchase.

The Benefits of Using Dynamic Website Personalization

According to McKinsey, over 80% of retailers are either defining or piloting a personalization strategy – but only 15% feel their strategy is fully implemented. When you are looking for a way to expand your ecommerce personalization strategy, here’s three reasons to look at your website:

Personalized Product Recommendations

Personalized product recommendations are a great way for retailers to connect with customers. Most consumers aren’t concerned about the products every customer is buying, or the newest product to hit your store. They would rather see products that directly correspond to their needs and interests. Through website personalization, retailers can suggest products based on a customer’s demographics, interests, previous onsite behavior and more.

Improved Customer Experience

When you use a customer’s unique traits to curate a customized experience, you can show them exactly what they want to see. This helps you lead customers on a seamless journey through your website based on their interests. Keep in mind this isn’t just a “nice to have” for customers – they expect it. 70% of customers say a company’s understanding of their personal needs influences their loyalty, while another 67% want brands to show content that matches the current context of their life. As a result, personalization is crucial to providing the brand experience shoppers have come to expect.

More Sales

When you have customers on your website, it’s a prime opportunity to show them the products they want to see. Ultimately, this makes them more likely to make a purchase. In fact, 80% of consumers say they’re more likely to purchase from retailers that offer personalized onsite experiences. By mixing increased loyalty with an increased likelihood to purchase, personalization offers retailers an opportunity to grow onsite revenue in the short- and long-term. 

4 Examples of How to Use Website Personalization to Drive Conversions

Introducing intelligent email capture is an ideal way to increase onsite identification rates among new visitors and grow your email list to begin your nurturing journey with your shoppers. But it’s only the first step to engaging shoppers onsite in a way that nurtures customers and grows loyalty.

To create a fully personalized onsite experience that spans the entire customer lifecycle, consider the following onsite conversion capabilities:

1) Direct shoppers’ attention with personalized pop-ups and banners

Greet returning identified site visitors with customized pop-ups and banners that feature relevant recommendations based on their past browsing behavior or predicted affinities.

For example, you might: 

• Feature products site visitors viewed during their last session
• Highlight top products for which shoppers have a predicted affinity
• Connect to personalized messaging featured in emails visitors received
• Share special messages based on characteristics like lifecycle stage

These personalized pop-ups provide an easy way to direct shoppers’ attention and create a more individualized experience from the moment shoppers land on your site.

2) Preserve margins with dynamic coupons

Introduce dynamic coupons on your site to differentiate offers and messaging for various types of customers and preserve your margins.

With dynamic coupons you can show different offers based on factors like: 

• Discount affinity, so that only those who need a discount to buy see certain offers
• Lifecycle stage, to better entice non buyers or at-risk buyers to make a purchase
• Lifetime value, so that you can tie the returns for your brand to predicted future spend

Whatever the approach, featuring dynamic coupons and messaging allows you to get more targeted with your offers in a way that increases value for both your customers and your brand. 

3) Extend onsite engagement and discovery with affinity targeting

Extend shoppers’ journeys on your site by creating more paths for engagement and discovery with affinity targeting.

For instance, when someone with an affinity for dresses lands on a dress category page, you can target them with special announcements, offers and new arrivals from that category to encourage them to shop around. 

You can also layer in multiple types of affinities to get even more targeted. For example:

• Campaign A: Direct shoppers with a dresses affinity and a discount affinity to shop dresses on sale.
• Campaign B: Direct shoppers with a dresses affinity but with no discount affinity to shop new arrivals dresses.

4) Target customers with unique messaging and offers based on loyalty status

Finally, you can create specialized experiences for your most loyal customers and encourage more customers to join your loyalty program through unique onsite experiences for each group.

To do so, you might:

• Show exclusive offers to loyalty members and even segment offers based on membership tier
• Display how much loyalty members need to spend to get to the next tier in the program
• Encourage site visitors who are not loyalty members to join the program by showcasing top perks and benefits

This level of personalization allows you to reinforce behavior that grows loyalty among existing program members and expand membership within the program by specifically targeting non-members who visit your site.

Ready to transform your website personalization strategy?

The most effective ecommerce websites engage shoppers and focus on driving conversions at every lifecycle stage. With numerous opportunities like affinity targeting and personalized messaging in pop ups, banners and inline, if you’re only focusing on email capture for new visitors then you’re leaving money on the table.

Visit bluecore.com/site to learn more about how you can introduce a variety of onsite conversion capabilities that span the entire customer lifecycle.