Personalization in marketing for a better conversion rate

How visitors are identified online and better served with personalized offers

Personalization in marketing leads to a better conversion rate. Marketing automation tools identify visitors online and serve them with personalized offers.

Visitors to websites and web stores come and go. Even if visitors leave without buying, potential customers are not lost forever. We can learn about our visitors to serve them better in the future. Personalization in marketing means identifying visitors and recognizing interests and preferences from their behavior. With the insights gained, offers are personalized to achieve a better conversion rate.

Learning from customer interactions for improved conversion rates

You may be familiar with the situation: the bakery you trust down the street lures you into the store with the fresh smell from the oven. The attentive waitress inquires about your preferences and reassures you that you’re not alone in your nut bar addiction – and that the store is just right because they’re a specialty in the first place, and anyway, they’re just coming out of the oven. Maybe you’ll grab one, maybe not. It depends on what else is going on with you at the moment. When you walk past the store in the next few days, the waitress will give you a friendly wave, or the nut bar. On their next visit, the same waitress will suggest the nut bar with a wink.

This means that when visitors come back and interact with us later, we can greet them as old acquaintances. A personalized offer at the right moment leads to a better experience and is therefore successful marketing.

Identify the interests of website visitors

Have visitors come to stay? Then they show this online by staying on the website or online store for a long time and performing various actions. Such actions are, for example, clicking on buttons, watching videos, looking at products, searching, sharing – and of course, coming back again and again (repeated visits).

Of course, to enable personalization in marketing, these actions must first be offered on the website. The website is ideally tagged and linked to the marketing automation tool.

Finally, the website should encourage visitors to provide additional information, such as an email address. A good example is a so-called lead magnet in the form of a download or a low-priced entry-level product (trip wire).

Arouse further interest, address in a personalized way

Just like operating the bakery, we also want to arouse interest in our other offers online. This can be achieved with targeted promotional measures. If visitors feel personally addressed and we offer them something relevant to them, visitors will stick around.

The service presented background information on the nut bars. Online, for example, we can present more information about our offerings in a blog post. Waving as they walk past the store is something we can do online in the form of retargeting ads. If we already know who our visitors are, we can also play out personalized communication campaigns. Through email or social media, we can further develop the relationship and build trust through introductions, matching references, or personal follow-up.

And on the next visit to the website or web store, we automatically present the personalized content on the page: here’s the nut bar you like so much! Voila, successful personalization in marketing. This is how we achieve higher acceptance, thus a higher conversion rate and ultimately more sales.

Completing customer profiles in marketing for increasing personalization

The more precisely we know who is visiting us, the more appropriately we can present ourselves and our offerings. Getting to know them better naturally happens step by step. Just as in face-to-face interactions, online the customer profile becomes more complete with each interaction.

An anonymous ID eventually becomes a customer with a name, preferences and interests in our marketing tool. With so-called progressive profiling, data and insights from digital and personal interactions are combined into a 360° view. To the question: Do you know your customers? we can say with increasing certainty: Yes, of course!

Improve conversion rates thanks to personalization in marketing

Personalized marketing is essential for the conversation rate and is increasingly expected by customers, especially in the digital environment. By addressing customers with the right content at the right moment, they receive added value with every interaction. After all, the service knows that it has to offer the visitor a nut bar and not a chocolate. With marketing automation, offers can be made individually, personalized and automatically online.

 

Adrian gestaltet digitale Kanäle und Kundeninteraktionen mit der Open Source Marketing Automation Plattform Mautic. Er ist Chief Digital Officer von Idea2 mit 20 Jahren Erfahrung an der Schnittstelle Kunde und IT. Zuletzt als Produktmanager bei der Swisscom, zuvor in verschiedenen Rollen bei KMUs, Startups und Agenturen. U.a. Software Entwickler, User Experience Consultant, Projektleier.

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