Personalised website content or ‘smart content’ is the name of the game. Many larger companies are already doing it and it won’t be long before it is the expected norm. Why not get ahead and start thinking about simple but effective ways of creating smart content so that you can engage better with your customers? In part 1 of this blog post, which you can read here, we looked at personalisation on the basis of:
- The logged-in experience
- Customer personas
In this post we will be looking at how to create great smart content based on:
- Country and language
There are, undoubtedly, many ways of providing a personalised experience. Copywriters and all those involved in the development of smart content will need to stay abreast of advances in technology. Gone are the days when developers can strip back their default content in the vain hope that it will work on a PC, tablet and mobile device. However, for today, these six are a good starting point.
Country and language
Do you have customers from different countries? If so, is there a way to make the homepage more appealing to each country? Is it worth translating into another language? Could you sell in multiple currencies? Can you show testimonies from customers in the country? These are all important questions to be asking yourself when producing content. Nowadays, technology can easily inform us where our customers are based and content can be tailored accordingly.
At Jersey we have a large number of Swedish customers, mainly because our prices are significantly cheaper than those of comparable retailers in Sweden. We toyed with the idea of translating our whole site into Swedish. Ultimately, we decided not to because English is widely spoken in Sweden. However, if we had a large pool of customers in a country where English was less well known we would definitely consider translation.
These days customers have pretty much come to expect some level of personalisation. A tailored homepage is not a new-fangled idea! Customers now use a range of devices to view content. According to the latest research from Adobe, consumers use an average of 6 devices and consume 12 sources of content; millennials use an average of 7 devices and 14 sources. Nearly 9 in 10 consumers (88%) say they multiscreen, and use an average of 2.42 devices at the same time. With these figures in mind, marketeers, designers and developers need to think about the key devices that their customers use and create smart content that is specific to each device.
It is important to cover the basics including screen size and layout. Content creators also need to consider copy length in relation to the device being used. When a consumer is researching a potential purchase on a PC, they may well want to read a longer paper on its uses and benefits. However, someone on a tablet or smart phone is likely to bounce from the site if the content is too long. Adapting content to the device type and to where the customer is in the buyer journey will maximise your website’s impact.
This is a big one in the world of smart content! If you get a lead from a specific Facebook or Google ad then your content should connect specifically with that ad. Where do your different referrals come from? Look at the top 5 to 10 sources, and ask is there a way to develop smart content for each source that makes more sense for the visitor clicking that link? For example, if someone has come through to your site via a Facebook ad, then it is likely that this is the social media platform with which they are most familiar. Therefore make sure that the content they see mentions your Facebook page and a Facebook sharing button is prominent. Similarly, if someone has arrived on your landing page because of an advert they saw on a social media site for a discount code, make sure that discount code is the first thing they see. If they have to hunt for it they are very likely to become frustrated and your page abandonment figures will increase.
Personalisation plays an increasingly important role in the world of e-commerce. What is your business doing to stay ahead of the pack?