Personalization - Socital · 21 Personalization is the future of ecommerce B. Target with Smart Ads...

Personalizationis the future of ecommerceby Socital

https://www.socital.com

Personalization is the future of ecommerce2

Table of Contents

1. Why personalization? ..................................................................................................... pg 32. The Challenge .................................................................................................................. pg 83. The Solution ..................................................................................................................... pg 13 a. Collect ........................................................................................................................... pg 15 b. Analyze ......................................................................................................................... pg 17 c. Act ................................................................................................................................. pg 18 i. Personalized Emails .............................................................................................. pg 19 ii. Targeted Smart Ads ............................................................................................. pg 21 iii. Personalize your website ................................................................................... pg 224. About Socital .................................................................................................................. pg 25


Why personalization?A shift in Customer Behavior.


Customers nowadays have more power than ever before. With smartphones in every hand, customers expect access to information about products and services in real time.

This is the age where the customer is king in the e-commerce game. Truly, eCommerce businesses are battling each other for customers’ loyalty.

As one would expect, this new shift in consumer choice has made consumers more and more demanding in terms of how companies should interact with them. ECommerce is no longer about the sale you can provide but the personalized experience.

“ The new frontiers for CMOs in the coming yearswill be data science, identity and behavioral

insights, which then drive optimizationand personalization.”

Ajay Agarwal - Managing director, Bain Capital Ventures



Barista recommends everyone who walks into buy their limited-edition (aka more expensive),

seasonal drink.

Barista greets you by namewhen you walk in and recommends a new blend

of coffee based on your “usual”.

Coffee Shop

A

You are deciding where to get coffee...which one do you pick?

Coffee Shop

B



Personalization Works

them as unique customers, understand their needs, and are able to provide products and content that fulfills them.

Personalization tools are the key to creating that magical experience your customers expect. As an e-commerce marketer, adjusting to these changes may be difficult but it’s necessary. Look how Macy’s has made a pop-up with a redirect to “Printed Dresses” with a coupon. This was created to target a visitor with past searches related to printed dresses, based on search tracking, and to make it easier for them to navigate there. This simple addition to the user experience leads customers to finding their dream products and making immediate purchases. And you don’t have to be as big as Macy’s to add this on your own website. See how here.

Though the sales arena has moved from in-store to the digital space, customers still want the individual service that makes them feel just as an in-person experience would. They want web stores that treat

“It’s safe to say, you would probably pick Coffee Shop B”Even if their recommendation was their limited-edition seasonal drink, you could trust that they recommended it based on their past experience with you. This is why many people pick the brands that make them feel remembered and cared about over others who are very generic.

https://www.socital.com/resources/6-ways-to-use-exit-pop-ups-for-lead-acquisition/


Having the tools that can leverage these changes in the marketplace can be game changing for your

marketing efforts by making your campaigns and user experience stand out from the crowd and keeping you

one step ahead of your customers’ needs.

Finding out who your customers are. The right way.

The Challenge

The most popular way marketers acquire new audiences and create new customer leads is through social media.

In fact, marketers spend on average 60% of their lead generation budget on Facebook ads.

But this is what their acquired leads typically look like:

smurf73@ gmail.com


[email protected]

Name: unknown

Gender: unknown

Age: unknown

Location: unknown

Interests: smurfs?



While the number of leads you get in return of that 60% maybe satisfying, quantity does not necessarily translate to sales. A plain email merely provides a communication path with your customer, and tells you nothing about who that person is and what she likes. How will this help you create the personalized experience we know customers are looking for?

Some business have already noticed this, and tried to tackle this problem by encouraging people to create accounts with their sites. But this goes only as deep as collecting gender and product purchase history. And frankly, people don’t always enjoy making yet another account in order to get perks. Now you are stuck sending generic, forgettable emails in order to mildly relate to everyone on your email list.

You have no way of knowing, let alone separating, the male subscribers you have from the females. Try sending this to your whole email list and see what happens.

Even if you wanted to make an email geared towards men like this:



How do you go even further? Why not utilize, say, a platform that billions actively use and have their whole lives uploaded on?

Imagine what you could craft for your customers if you knew not only their name and email, but their gender, interests, location, brand affiliations. All are a mystery with just an email, but from collecting gender alone, this could increase your sales by 6x with gender targeted recommendations. Emails are no longer enough for leads; you must go further to be able to create these personalized messages the people want.

Facts About Personalization

48%

of consumers spendmore when their

experience is personalized

90%

of marketers believepersonaliza�on

is the future

74%

of consumers getfrustrated when

content has nothingto do with them

Source: Janrain.com


The personalization toolbox.

The Solution

Collect, Analyze and Act.


Step 1: Collect Customer Identities

There are numerous points on your website where your customers can connect with you. There are the traditional sign up forms, newsletter subscription fields, contact boxes. But you’re here because you want to know how to get ahead of the game.

Customers want the path of least resistance. This can be achieved by allowing customers to sign up with their Facebook or Google credentials. If a process has too many steps, they will stop trying and move on.

Using social media plugins offers benefits for both you and your customers. Your customers get connect with you without even having to touch their keyboard, and you get data-rich information on them.

If you were shopping on asos.com while on the train on your way to work, which registration method would you choose?

The answer is pretty obvious, unless you have some time to kill and are willing to strain your eyes. In fact, 42% of users would make more purchases via mobile, if registration was easier!



What you get in return, is much more information about your customers. WAY MORE:

Name: Clumsy Smurf

Age: 20

Email: [email protected] (verified)

Gender: male

Interests: Hiking, Dandy’s Candy Shop, Dr. Freem’s Eye Exams, Shoe Polishing Gel, Disco nights

Location: Smurfville

The list goes on and on: from interests and likes, to spending capacity and social media influence. Put all this data together and you get unique profiles for each and every one of your customers that perfectly describes who they are and what they like. Not bad for one click!



Step 2: Segment Your Audience

The point of collecting rich customer data is to understand your customers on a deeper level so you can target them with content that responds to their needs and interests.

The way to do that is by grouping your customers into smaller subgroups with similar attributes, called segments. Perhaps you are already segmenting your customers based on their actions and browsing history on your website. With correct collecting and analyzing tools you can segment them into customers that like Samsung products and are fe-males and have a spending capacity of over 1000 euros per month. Good stuff.

This is the type of hyper-targeting that customers appreciate, simply because the recommended content is far more likely to appeal to them personally. They feel considered and cared for while you get to send more efficient messages that are more likely to lead to conversions.

As you can imagine, the more homogeneous segments you create, the more personalized your marketing campaigns will be.

Young adults

25-35 years old

High Spending Capacity

Not a past buyer

Likes #tech #apple

Female Buyers

55+ years old

Medium Spending Capacity

Previous order: tablet



Step 3: Action.

Having segmented your customers into audiences, you now know which audience likes what and what type of personalized content you want to approach them with. Now it’s time to craft your campaigns to reach out to your customers. Target them across different channels with personalized campaigns and show them what you have in store for them.

There are three extremely effective ways that allow you to target your customers on an individual level:

A. Website Personalization B. Email Marketing C. Facebook Smart-Ads

Next, we’ll over each of these ways and how you can fully utilize them on your site.



A. Create Personalized Emails

Email marketing is one of the most effective ways to target your customers. Therefore, personalized email marketing is the SIMPLEST way to target your customers. This is where your well-crafted segmentation strategy will pay off.

Consider this scenario: A male customer has decided to subscribe to the

mailing list of your clothing brand. After a week, you send outyour newsletter to your entire mailing list about striped dresses

being this summer’s biggest trend. After opening that email, there are two possible actions that this customer will take:

he will either never open your newsletter again or he will simply unsubscribe.

TIP: Use your segmented audiencesto approach your customers

on a 1:1 level.



When you are creating a personalized emails, you are more likely sending out content that your subscriber will anticipate

reading. Because you simply know who he is and what he likes!

Numbers don’t lie: according to MailChimp, segmented emailmarketing campaigns have a 14.5% higher open rate and

a whopping 59% higher CTR! At the same timeunsubscriptions drop by almost 10%.

Personalized newsletter campaigns based on your customer segments will not only skyrocket your open rates and CTRs, but will boost customer engagement (hello, loyal customer)

and increase conversions.

Segmented email campaigns have

14.5% higher open rate and59% higher CTR.

MailchimpCONNECT THIS PLUGIN WITH MAILCHIMP AND WE WILL

AUTOMATICALLY ADD NEW SUBSCRIBERSTO YOUR MAILCHIMP LIST.

Select Mailchimp Account

My Account

Select Mailchimp List To Add New Subscribers

Newsletter Subscribers

Cancel Done

Female Audience

Male Audience



B. Target with Smart Ads

Facebook offers advertising tools that allow you to export your segmented customer audiences and reach the right people, with the right content. You may have known that you can target your customers on Facebook by uploading your email list. But you can also easily export your segmented lists created from Socital onto Facebook-custom audiences to target your existing customers on Facebook.

And just like with personalized email campaigns, using segmented customer lists will massively improve your Facebook targeting. Target marketing is the only way to reach the customers you worked so hard to obtain and segment in the first place. This way you ensure that your budget is not wasted on people that are not interested in seeing your ad.

Learn more about Facebook Custom Audiences Here

People onYour Website

People onFacebook

WebsiteCustom

Audience(WCA)

https://www.facebook.com/business/a/custom-audiences



C. Personalize your website

Email marketing and targeted Facebook ads are used to lead more visitors on your website. In-website personalization, on the other hand, maintains their attention once he is on your website.

Use your segmented audiences to expand your customer’s personalized experience while they browse through your website.

Product recommendations are a great way to do that, since you can recommend items based on their gender, age, interests or any other combination of attributes. For first time visitors you can still personalize their experience by collecting their emails with pop-ups and then personalizing the recommended product on the success screen from information gathered in real time.



The first 5 seconds of the page visit are when the user decides to leave or stay,so you want to make sure that those seconds count.

Curious on how to make a landing page that immediately grabs customers’ attention? Check out our landing page guide with 10 easy steps to the perfect landing page.

But product recommendation is not the only way to personalize your website. The content you show on your landing pages can also be adjusted according to the attributes of each one of your customer segments.

Unfortunately, no matter how much time you spend on building the perfect landing page, not everyone is going to love it.

This doesn’t mean that you have to redesign your website pages entirely for every customer, but make the appropriate tweaks that will ensure you grab a visitor’s attention, no matter who they are.

For example, an effective use of website personalization is showing different content for first time visitors, loyal customers or customers with abandoned carts.

• A first time visitor would expect to find out more about your business and products.

• A loyal customer who is already familiar with your company would prefer to see new arrivals.

• For a customer with abandoned cart you might want to push him to make the purchase by showing him offers like free delivery for limited time, or a discount offer on the products in his cart.



Before you go...

Personalization is only getting more prominent. From your newsletters, to your targeted ads, to your website, the entire online experience you are giving to your customers should be tailored around their individual preferences and specific needs. Not using personalization for your customer experience not only means that you are missing out on huge returns, but also that you are staying behind on a massive ecommerce evolution.



About Socital

We are here to help you understand who your customers are. We use intelligent algorithms to collect, unify and process data about your customers from the digital space. As a result, you get rich customer profiles with demographic information and insights about who they are, what they like, how they spend, and much more. Socital’s platform gives you powerful segmentation tools that allow you to create custom audiences based on demographics, interests, location or any other combination of attributes. Our solutions on collecting, analyzing and acting on customer identities help you create personalized marketing content and maximize the returns of your online marketing campaigns.

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Personalization - Socital · 21 Personalization is the future of ecommerce B. Target with Smart Ads...

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