Utilising individual browsing behaviour to influence onsite and offline actions is most effective when it is instantaneous. Content marketing is already massively effective for businesses in every sector, but what if you could harvest data from multiple platforms to feed into a strategy that influences behaviour? Today’s personalisation tools turn what may sound like science fiction into a tangible reality for retailers, who can now influence omnichannel visitors in a number of ways.
We’ve already discussed how to cash in on Christmas shoppers who don’t buy with a discounting strategy. Retailers running seasonal sales can boost email campaign returns by more than 200% by showing previously viewed products that were not purchased. This is just one way to utilise personalised content – which applies to multiple touchpoints, for example, email content, social media posts, landing page content – to influence visitors to take action.
Here are 5 more.
Targeting consumers using location
We announced earlier in the year that our SMART-content package has become smarter with a new feature that enabled clients to input targetted counties and regions alongside countries and cities.
As globalisation extends customer reach across continents, geo features have coincided with an increasingly interconnected retail environment. Brands are successfully rolling out personalised content campaign batches that are tailored to local interests, climates, attractions and even national colours. All this is part of a conscious initiative to connect with customers and remain relevant, despite the challenges of marketing over transatlantic barriers.
Personalisation tools to make lives easier
‘The more you know about your audience, the better your chances of influencing people’s behaviour’, according to the Content Marketing Institute. We tend to focus on the direct strategies, like abandoned baskets and abandoned browse, to nurture sales conversion, but sometimes indirect actions, like improving the user journey, can be just as successful.
We know that customers respond to great user design. Placing barriers in the wrong places is an online sin, as is serving up content that doesn’t provide answers. There are plenty of ways to merge data-driven personalisation with complementary content that will enhance customer experience: branded calendars with all your sales and retail event dates, a bra-fitting guide, look books and seasonal trends for inspiration, are just a few examples.
Product promotion, the softer way
Including a video on a landing page can increase conversion by 80%, according to Unbounce, and 64% of users are more likely to buy a product if they have watched a video about it online. Social videos generate 1200% more shares than text and image posts combined and 70% of marketers claim that video produced more conversions than any other content.
What if you could build upon the statistics above by integrating personalisation tools that will select the right video content for individuals based on product categories they have expressed an interest in? The combination creates a powerful marketing mix that can be executed across every channel.
When Lovehoney came to Peerius, many of its visitors were intrigued by their products but weren’t at the stage of sale conversion. Smart-recs were deployed as a conversion solution based on past browsing behaviour. Once the recommendation solution was developed, tailored SMART-content banners were created based on customer preferences, shopping intent and propensity to purchase. These suggestions differentiated between value and premium products to prompt customers to increase their average order values, which they did. The average order value jumped by 74% while average units per order increased by 43%.
This a perfect example of how to merge behavioural data with targetted content to increase returns in the retail industry.
Example of targetted product suggestions based on browser behaviour
Tap into what consumers trust
Sending personalised content based on individual behavioural data engages with customers on a case-by-case basis, but evidence shows that consumers, particularly younger generations, are interested in what others are talking about. User-generated content (UGC) places your customers in a position of influence for driving sales and maintaining brand loyalty – a recent Reevoo study found that 70% of consumers hold reviews and peer recommendations in higher regard than sales copy and even industry experts. In addition, reviews can also be incorporated into product recommendations for individual customers to enhance engagement.
Which types of UGC most influence behaviour? Product reviews and testimonials are still influential features, but have been slightly overtaken by visual content – customer photos and videos – in the power stakes. These features can be quick and easy to obtain through competitions on social channels and promoted in a newsletter. Once the content has been gathered, it can be remarketed time and time again to influence buying behaviour.
How we can help
The SMART-Content inference engine selects the right content to display based on the data available and determines the best match according to the customer’s propensity to purchase and level of intent. Content is served at any point along the customer journey without IT involvement.
SMART-Content fosters customer loyalty and increases visitor value by:
- Creating unique experiences tailored specifically for each visitor to the site.
- Driving deeper visitor engagement and a richer onsite experience.
- Increasing click-through generating higher revenue.
Contact Peerius today to find out how you can increase your sales.