The Best Practice Guide to Website Personalisation

Consumers are surrounded by personalisation everywhere they go. This leads to an expectation for all sites to deliver a personalised experience and when they don’t over 71% consumers are frustrated.  Research from Accenture found that 91% of consumers are more likely to shop with brands that provide offers and recommendations that are relevant to them.

For these reasons personalisation has been a top priority for marketers for the last few years. Despite this, many businesses struggle to deliver on intelligent personalisation with marketers thinking it a holy grail only available to large corporations.

However, this is not the case. The Ai Marketing Technology landscape has grown to such an extent where most marketers now have the ability to deliver on personalisation with ease and scale. With a bit of thought and alignment to objectives, marketers can use personalisation to accelerate their results.

We’ve compiled a variety of examples to help you kick-start your website personalisation and take the next step towards one to one marketing.

Product recommendations

Product recommendations usually appear on the homepage. They show a variety of products based on browsing or purchase history, or the search term used to find the website. They’re great for engagement and can be shown before the customer has given any personal details. This makes product recommendations a highly effective tactic for first-time, as well as returning visitors.

Amazon website product recommendations

You would think it odd if Amazon didn’t feature. It probably won’t surprise you that over 35% of Amazon’s revenue is generated by its recommendation engine.

Amazon’s use of the real estate above the fold is dominated by products that are relevant to items that have previously been browsed, increasing the chance of a click through.

Personalised web banners

Shop Direct launched fully personalised homepages back in 2015, greeting every visitor to very.co.uk with products that directly reflect their preferences. It was a major step towards the digital department store’s goal of creating the world’s most relevant digital shop. This was part of a digital strategy that saw Shop Direct’s profits surge by 43% in the first year.

The clever use of a contextual, personalised web banner serves multiple purposes. It ensures the customer knows that they have been on the website before, adding trust and familiarity. It also allows you to showcase products that are relevant in real time, in the most valuable real estate of the homepage.

Countdown timers

Creating a sense of urgency can be a powerful method to push customers into making a faster decision on a purchase they’re considering. Countdown timers provide a clear visual cue, telling customers that they should take action within a specified period of time. This could be a countdown until the end of a sales period, or for a deadline on next day delivery.

British Airways Countdown Timer

The use of a live timer reinforces the ‘hurry’ copy in the web banner. Following this with product recommendations based on browsing history will further increase the chance of a quick conversion. The timer on the homepage also mimics the email that was sent to advertise the sale – both updating in real time.

Store Locators

Personalising the nearest store locations to the viewer can be a hugely useful piece of personalisation. With this you can show the opening times, the store manager’s name and any clear instructions on how to shop amid COVID-19

Weather

Weather is the single most universal factor in consumer decision making. It affects what we wear, what we eat, where we go, what we buy – and, most importantly, how we feel. This makes weather data the perfect tool for contextual marketing. It is practically the only data-set available to marketers in real time that provides an insight into a person’s mood and purchase intent at any point in time.

Social Proof

Another simple but effective way to convey a sense of urgency to make a decision is the use of social data. Travel companies are particularly good at letting you know that other people are looking at the product you are currently showing an interest in. This creates a sense of FOMO (fear of missing out) as, if you don’t act fast, you risk someone else beating you to the punch.

Live Social feeds

Showcasing your company’s social feeds is another powerful way to improve personalisation on your website. Embedding a preview of your latest Tweets and Instagram posts is a great way of letting customers know that other people like them are actively engaging with you, which will encourage them to get more involved with your brand.

 

Personalised navigation bars

A static navigation can be uninspiring and lead to a high bounce. By using a drop down space wisely brands are able to showcase personalised dynamic content to users from product recommendations, special offers to social proof.

Personalised Navigation Example from Space NK

Overlays

Overlays or Popups/Popovers do not have to be intrusive. When delivered well, they can easily enhance the customer experience whilst providing value to your business. They can be used to grow your subscriber base, combat basket abandonment, show relevant offers or messages to hesitant visitors and can be used to collect visitor data with the use of surveys.

Predictive pricing

Many brands offer products in a range of price points, but struggle to identify what price to serve each individual, this can have a big impact on page and product bounce rates. Using artificial intelligence you can now easily serve a price level or products at a certain price range that appeals to that individual visitor. This leads to an improvement in clicks and reduces a high bounce rate.


To find out how Pure360’s Ai Marketing Platform and Services can improve your marketing results with web and email personalisation click here.

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