Who doesn't want to get good leads for his e-commerce shop? Everyone, of course. But gaining the lead requires a lot of efforts, time, resources and effective strategies. While online marketing and SEO campaigns contribute significantly in attracting the new visitors to your website, they are often less efficient in sales conversion. Because, their job is done when ample amount of traffic has landed up on the website, whether it is relevant or not hardly matters. In such a case, personalized marketing has turned into one of the most effective marketing campaigns of any online business.
The brands like Amazon and Starbucks have been leveraging personalized marketing for enhancing the shopping experience for their customers. You must have observed in brick and mortar stores that some extra rewards or discount on a few products are enough to add more items to the customer's shopping cart. But why and how? The employees of such stores are always around them to answer all their queries, understand their requirements and present them with the apt product for them. This, however, is barely possible for those e-stores who are struggling to tailor their websites and products to retain the relevant traffic and customers. Hence, there comes the need for personalized marketing!
How to define personalized marketing?
Wikipedia defines the entire concept of personalized marketing as a marketing strategy by which companies leverage data analysis and digital technology to deliver individualized messages and product offerings to current or prospective customers. (source: Wikipedia)
Therefore, if your customers are abandoning your store, then this is the high time you bridge the gap between your customer's requirements and your product offerings through personalized marketing.
What are the ways to personalize website for giving customers an amazing shopping experience?
Alter the user experience: You must keep a track on the visitor's real-time behaviour and interaction on your website. For this, you may use heatmaps or big data to collect, analyze and understand what is it that customers look for, the moment they bumped on to your website. Once, you know the areas for improvement, and customer's needs to address, you can create personalized landing pages for your visitors. Tailor the products list and content for them so that they need not customize their preferences through some filters and all. It then increases the rate of conversion.
Personalized emails: Based on visitor's past activities or on-site behaviour, you can create and send the personalized recovery emails to the visitors as the alerts that you have in stock what they were exploring on your website. Having access to user's cookies will help you collect the data, however, beware of user's privacy pitfalls. When it comes to sending automated emails with personalized subject lines, you can use MailChimp for the purpose.
Loyalty Programs for Frequent Users: Offering your frequent users and customers the loyalty rewards keep them hooked to your website and encourage more purchases. The loyalty rewards may include membership loyalty rewards, refer to friend rewards, or redeem offers through email and message, etc. This needs to be done after much research and through great efforts. Here is a good to go guide for getting started with loyalty programs.
Product Demographics: This is a backend strategy for achieving your marketing goals. If you have observed that particular products are less viewed or bought on your website, then adopting to product demographics would be a boon to you. You can hire marketing research firms who would prepare demographics for you regarding the users' location, preferences, age, sex, and lifestyle. It will help you to launch the desired products and services that address the customer's needs directly. Individualisation or branding of individualized products results in establishing connections with customers.