How do you write effective, engaging copy that will encourage your customers to take action? One good way to dramatically improve engagement is through personalised content. This emerging trend is becoming increasingly popular and definitely one not to be ignored. The idea is simple: if you know who the visitor is, try and give them content that applies directly to them. If someone is visiting your site for the first time or has never shopped with you before, is there a way to make their experience more personalised? Your main aim is always improved customer engagement. This blog is the first of two posts on this subject. In this blog we will look at the first three tips.
1. The logged in experience
If you have shopped with an e-commerce business, it is likely that the next time you log in, the homepage you see will be personalised to you – if it isn’t, it probably should be. This is generally called the logged in experience.
Companies like Amazon and Netflix have been pioneering this trend for some time. When I log into Amazon what I see will be very different to the next person’s logged in experience. The headline will also be personalised to me e.g. Hello Matt Edmundson… The content is then based on past purchases, average spend, products that are likely to appeal to me. It definitely feels more tailored and encourages me to buy something. Personalised content can be a valuable selling tool.
Any business that has a geographical reach will benefit from personalising their content based on the location of the customer. A good example of a business that could benefit from location-based personalisation is Deliveroo. Their website headline is ‘food you love, delivered to your door’. The idea behind the business is that they deliver food from restaurants that don’t normally deliver. Their business idea is fantastic and their website looks great. However, when I log onto their site, none of the restaurant options that appear are available in my area. This is a very simple thing to fix and is likely to engage their customers much more effectively.
Another good example is an airline. They often use location information to pre-populate the field with the name of the airport from which your visitor is likely to be flying. You want the customer to feel like they are having a conversation with someone that knows them.
3. Customer personas
If someone is visiting your website for the first time, you can still personalise on the basis of customer personas. Your visitors will then need to self-select. A good example is our own site, Jersey Beauty Company. We stock hundreds and hundreds of products. If you don’t know what you are looking for, this can be very overwhelming for a potential customer. We have therefore developed a clear selection process on the homepage. We have used the four most frequently shopped skin types as navigational options. They are: dry skin, oily skin, problem skin and lines and wrinkles. Once a visitor has clicked on their skin type or customer persona, they are then invited to complete a simple questionnaire. Once completed, they will be sent a PDF with their skin profile, tailored to them, and a list of recommended products. This allows us to capture valuable customer data, including their email address. The customer receives helpful information and is hopefully guided towards a product appropriate to their skin type. This is a great way to personalise content for new customers. For this to work well, you do need to know the main customer groups that are likely to shop with you.
Another company that does this well is Heavenly Greens. They are a US based company that sell artificial turf. They have four clear customer personas: yards, dog owner, putting greens and outdoor living. Once you have clicked into the section that matches your requirements, the landing page is appropriately tailored.
Gone is the one size fits all approach. Personalisation is now an expected part of most website experiences. Look out for my next post, in which I will be looking at three more ways to provide personalised website content.