30 Ways To Do Real-Time Personalization · There are many different ways to do real-time...

30 Ways To Do Real-TimePersonalization

2 | 30 WAYS TO DO REAL-TIME PERSONALIZATION

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.


TABLE OF CONTENTS

Improve Account-Based Marketing................................................................................................................4Propel High-Quality Demand Generation....................................................................................................4Promote Relevant Blog Content.....................................................................................................................4Drive Registration with Relevant Offers.......................................................................................................5Targeted A/B Testing for More Conversions...............................................................................................5

Personalized Brand Awareness and Education........................................................................................8Increase Engagement with Personalized Messaging..............................................................................8Engage Visitors by Asking Questions...........................................................................................................9Show Abandoned Cart Reminders...............................................................................................................9Don’t Forget About Mobile..............................................................................................................................9

A Shopping Companion....................................................................................................................................10Make Shopping a Social Experience...........................................................................................................10Let Your Content Drive Shopping.................................................................................................................10Make an Interest-Related Offer......................................................................................................................11Tailor Your Homepage for Different Personas..........................................................................................11

Shopper Acquisition & Activation - Create a Special Offer......................................................................11Keep Visitors on your Site Longer.................................................................................................................12Promote Relevant Content to Drive Engagement...................................................................................12Use Dynamic Calls-to-Action (CTAs).............................................................................................................12

Step-by-Step Onboarding.................................................................................................................................5Give a User a Task List or Tour........................................................................................................................6Improve Customer Experience with In-App Messaging...........................................................................6Save Money with Proactive Support.............................................................................................................6Present Progressive Profiling Surveys..........................................................................................................7

B2B: GENERATE NEW LEADS

B2C: VISITOR ENGAGEMENT

Targeted Cross-Selling & Upselling.................................................................................................................7 Increase Free Trial Signups..............................................................................................................................7Present a NPS Survey to Customers.............................................................................................................8

Recognize and Reward a Past Purchaser....................................................................................................13Capture Reviews at the Right Time................................................................................................................13Reward a Loyalist................................................................................................................................................13

B2B: EDUCATE NEW USERS

B2B: UPSELL, CROSS-SELL AND REDUCE CHURN

B2C: EMPOWER YOUR ENGAGED VISITORS

B2C: CONVERT SHOPPERS TO BUYERS

B2C: REWARD A REPEAT SHOPPER

PERSONALIZATION METHODS................................................................................................14


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.

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.

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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.

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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.

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.

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.

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B2B: EDUCATE NEW USERS


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.

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.

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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.

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.

B2B: UPSELL, CROSS-SELL AND REDUCE CHURN

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B2C: VISITOR ENGAGEMENT

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 email! Use these results to better serve customers and further personalize their experience on your site.

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.

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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.

SHOW ABANDONED CART REMINDERS

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.

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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.

MAKE SHOPPING A SOCIAL EXPERIENCE

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.

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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.

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.

B2C: CONVERT SHOPPERS TO BUYERS

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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.

PROMOTE RELEVANT CONTENT TO DRIVE ENGAGEMENT

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.

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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.

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INFOBARS

Communicate information or notifications with a persistent, but non-intrusive header or footer bar.

POP-UPS

Interrupt the user experience to drive a critical action or to promote relevant content or incentives in real time.

Lightbox optional.

IN-PAGE EDITS

Personalize parts of a webpage including text and images to present relevant content.

PERSONALIZATIONMETHODS

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.

CALLOUTS

Highlight the most important features and content on your website to drive more engagement.

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 888-310-0589 to speak to an expert about your needs today!

30 Ways To Do Real-Time Personalization · There are many different ways to do real-time...

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