30 Ways To Do Real-Time Personalization

Transcription

1 30 Ways To Do Real-Time Personalization

2 30 Ways To Do Real-Time Personalization Today s modern marketers must be empowered to act on data any kind of data, from any source to deliver relevant, individualized digital experiences to their key audiences. Real-time personalization has been proven to increase engagement, optimize conversion rates and improve customer experiences for B2B and B2C companies. Marketers are catching on! According to Forrester Research, 92% say their interest in personalization has increased and 83% say it is critical to their company s success. There are many different ways to do real-time personalization. In this ebook, we ll show you 30 examples of real-time personalization in action, from engaging and converting visitors to driving customer engagement and loyalty to generating repeat business and upsell opportunities WAYS TO DO REAL-TIME PERSONALIZATION

3 TABLE OF CONTENTS B2B: GENERATE NEW LEADS Improve Account-Based Marketing...4 Propel High-Quality Demand Generation...4 Promote Relevant Blog Content...4 Drive Registration with Relevant Offers...5 Targeted A/B Testing for More Conversions...5 B2B: EDUCATE NEW USERS Step-by-Step Onboarding...5 Give a User a Task List or Tour...6 Improve Customer Experience with In-App Messaging...6 Save Money with Proactive Support...6 Present Progressive Profiling Surveys...7 B2B: UPSELL, CROSS-SELL AND REDUCE CHURN Targeted Cross-Selling & Upselling...7 Increase Free Trial Signups...7 Present a NPS Survey to Customers...8 B2C: VISITOR ENGAGEMENT Personalized Brand Awareness and Education...8 Increase Engagement with Personalized Messaging...8 Engage Visitors by Asking Questions...9 Show Abandoned Cart Reminders...9 Don t Forget About Mobile...9 B2C: EMPOWER YOUR ENGAGED VISITORS A Shopping Companion...10 Make Shopping a Social Experience...10 Let Your Content Drive Shopping...10 Make an Interest-Related Offer...11 Tailor Your Homepage for Different Personas...11 B2C: CONVERT SHOPPERS TO BUYERS Shopper Acquisition & Activation - Create a Special Offer...11 Keep Visitors on your Site Longer...12 Promote Relevant Content to Drive Engagement...12 Use Dynamic Calls-to-Action (CTAs)...12 B2C: REWARD A REPEAT SHOPPER Recognize and Reward a Past Purchaser...13 Capture Reviews at the Right Time...13 Reward a Loyalist...13 PERSONALIZATION METHODS WAYS TO DO REAL-TIME PERSONALIZATION

4 B2B: GENERATE NEW LEADS IMPROVE ACCOUNT-BASED MARKETING Trigger personalized experiences to high-value visitors based on company name or industry. This will help you get the most relevant content and messages in front of your target accounts the moment they hit your site. 1 2 PROPEL HIGH-QUALITY DEMAND GENERATION Show -- don t tell -- visitors that your product is the right solution for their unique business needs. With real-time personalization, you can present them with relevant content in the moment to drive more qualified leads on your site. PROMOTE RELEVANT BLOG CONTENT Present visitors with relevant content and blog posts based on the type of content they re spending the most time viewing. This will keep the visitor engaged with your site and your brand WAYS TO DO REAL-TIME PERSONALIZATION

5 DRIVE REGISTRATION WITH RELEVANT OFFERS Marketers are always looking for creative and subtle ways to promote relevant offers on their site. Turn more visitors into leads by promoting relevant webinars and content like ebooks and case studies. 4 5 TARGETED A/B TESTING FOR MORE CONVERSIONS Use targeted A/B testing to try different personalized experiences on your website like changing content or text for varying audiences to see which one performs best. You could see an increase in click-through rates, engagement and conversions. B2B: EDUCATE NEW USERS STEP-BY-STEP ONBOARDING New visitors may be slow to adopt the ways of your website or online application. Provide these visitors with step-by-step onboarding in order to educate, increase engagement and quicken adoption WAYS TO DO REAL-TIME PERSONALIZATION

6 GIVE A USER A TASK LIST OR TOUR Once you know a little about the user s intent, you can create a personalized task list or guided site tour. This is your chance to educate the user with relevant content and helpful tips to accelerate usage. 7 8 IMPROVE CUSTOMER EXPERIENCE WITH IN-APP MESSAGING Dynamically promote tips and training to new users while they re logged in to your site. Highlight new features and showcase relevant use cases to existing customers to keep them informed about the latest and greatest. SAVE MONEY WITH PROACTIVE SUPPORT Identify common technical issues encountered by users and use real-time messaging to proactively deliver tips, suggestions, and the most relevant self-help articles at the right time. This will help reduce customer support inquiries, calls and costs WAYS TO DO REAL-TIME PERSONALIZATION

7 PRESENT PROGRESSIVE PROFILING SURVEYS Learn more about your customers with unobtrusive surveys with relevant, targeted questions that dynamically adapt the user experience based on responses. Leverage this response data for targeted in-app messaging and promotions, as well as product enhancements. 10 B2B: UPSELL, CROSS-SELL AND REDUCE CHURN 11 TARGETED CROSS-SELLING & UPSELLING With deep behavioral analytics, you can understand your customers true wants and needs. Act on this data to present subtle promotions and relevant special offers to introduce upsells and cross-sells at the right time and place. INCREASE FREE TRIAL SIGNUPS Utilize insights into in-app user behavior to engage and educate your freemium user base with timely updates and targeted messages about the benefits of your paid products. Effective messaging can drive an increase in freemium conversions WAYS TO DO REAL-TIME PERSONALIZATION

8 PRESENT A NPS SURVEY TO CUSTOMERS When trying to gather customer feedback, there s no better place to do it than in your online application. Present targeted in-app surveys to engaged users and get a much higher response rate compared to ! Use these results to better serve customers and further personalize their experience on your site. 13 B2C: VISITOR ENGAGEMENT 14 PERSONALIZED BRAND AWARENESS AND EDUCATION If your site has a unique value proposition, educate your visitors throughout the buying process using real-time personalization to drive brand awareness and increase conversion rates. INCREASE ENGAGEMENT WITH PERSONALIZED MESSAGING Real-time personalization is about understanding your customers and delivering them the most relevant content and information. Get visitors attention with non-intrusive and in-context personalized messages to drive online engagement WAYS TO DO REAL-TIME PERSONALIZATION

9 ENGAGE VISITORS BY ASKING QUESTIONS Engage your visitors by asking relevant questions that will prompt them to answer. Also, connecting these messages to real world events lets the visitor know you re human, making it easier and more fun for them to interact with your site. 16 SHOW ABANDONED CART REMINDERS 17 Shopping cart abandonment plagues every online retailer. Prevent abandonment by targeting visitors with a compelling reason to buy from you today. Remind shoppers of what s left in their cart in session or when they return, with a special offer or message that drives urgency. DON T FORGET ABOUT MOBILE To further build relationships with visitors, establish a mobile presence and show customers valuable, mobile-friendly information and current offers. Provide special offers targeted to those engaged on mobile devices WAYS TO DO REAL-TIME PERSONALIZATION

10 B2C: EMPOWER YOUR ENGAGED VISITORS A SHOPPING COMPANION Present each shopper with a customized list of products they ve recently viewed or spent the most time viewing. This personalized shopping companion enables visitors to quickly access their recently viewed products prioritized by their level of interest to help boost conversions. 19 MAKE SHOPPING A SOCIAL EXPERIENCE 20 Help your customers browse products based on what other like-minded shoppers are researching, reviewing and buying. Visitors will have the ability to find relevant products faster and validate their purchase intentions. This will increase new and returning site traffic, visitor engagement and conversions. LET YOUR CONTENT DRIVE SHOPPING Content is becoming more influential in driving online purchase decisions. Real-time behavioral analytics allows you to monitor and track what visitors are reading on your site. Knowing this, you can automatically and subtly promote relevant products related to the category or tags of the content they are reading WAYS TO DO REAL-TIME PERSONALIZATION

11 MAKE AN INTEREST-RELATED OFFER When presenting related products to your visitors, focus on upselling and cross-selling with relevancy at the right time. Provide product options similar to those a visitor has spent time viewing or has placed in his or her shopping cart TAILOR YOUR HOMEPAGE FOR DIFFERENT PERSONAS Each time a visitor arrives on your site, they drop clues about their likes and dislikes by what they re clicking on and where they re spending their time. Knowing their interests, you can tailor the homepage -- in real time -- to make it relevant to them. B2C: CONVERT SHOPPERS TO BUYERS SHOPPER ACQUISITION & ACTIVATION - CREATE A SPECIAL OFFER Display content that is relevant to how a visitor arrives on your site. Prompt browsers to become buyers faster by presenting a personalized experience based on the marketing campaign or referring site and highlighting relevant brands or products of interest WAYS TO DO REAL-TIME PERSONALIZATION

12 KEEP VISITORS ON YOUR SITE LONGER Visitors often come to your site deep-linked from search results and arrive directly on your product pages. Use a targeted and personalized message to grab their attention with a highly relevant promotion to entice them to make a purchase today. 25 PROMOTE RELEVANT CONTENT TO DRIVE ENGAGEMENT 26 Real-time behavioral analytics allows you to monitor and track what visitors are reading on your site and help you understand what type of content is driving revenue for your brand. Use that information to optimize your content strategy and promote the most relevant content to each visitor. USE DYNAMIC CALLS-TO-ACTION Each time a customer takes an action on your site (like clicking a CTA button), you can introduce new actions or offers in its place. As you better understand a visitor, the offers on your site can become more and more targeted to engage and -- eventually convert -- that individual WAYS TO DO REAL-TIME PERSONALIZATION

13 B2C: REWARD A REPEAT SHOPPER RECOGNIZE AND REWARD A PAST PURCHASER Your customers are your most important asset, so be sure to acknowledge and recognize your past purchasers! As you learn more about your customers, offer them incentives that will entice them to buy from you again. A simple reminder or callout message can be used to display valuable incentives CAPTURE REVIEWS AT THE RIGHT TIME Identify past purchasers, and deliver real-time personalized messages requesting a product review. An incentive at the right time and place can also motivate a shopper to complete a review. REWARD A LOYALIST Thank your repeat buyers, big spenders and those who refer your site and give them incentives to drive even more purchases. Present them with either a special promotion or discount message that will create a feeling of exclusivity as a loyal patron or VIP customer WAYS TO DO REAL-TIME PERSONALIZATION

14 PERSONALIZATION METHODS When it comes to delivering personalization, you re not limited to a single method or message type. Check out your options: INLINE CONTENT Deliver personalized blocks of dynamic content based on a visitor s behavior or actions. IN-PAGE EDITS INFOBARS Personalize parts of a webpage including text and images to present relevant content. Communicate information or notifications with a persistent, but non-intrusive header or footer bar. POP-UPS CALLOUTS Interrupt the user experience to drive a critical action or to promote relevant content or incentives in real time. Lightbox optional. Highlight the most important features and content on your website to drive more engagement WAYS TO DO REAL-TIME PERSONALIZATION

15 Real-Time Personalization Evergage s cloud-based platform empowers digital marketers to increase engagement and conversions of their visitors and users through real-time 1:1 personalization based on deep behavioral analytics and customer data. Contact Evergage at to speak to an expert about your needs today!