Getting personal: three steps to increase conversions with personalised marketing

Every company on the planet is making the move towards digital, there’s no escaping it. With new tools coming out every day, including the completely transformative AI landscape, personalisation could be the way to stay ahead of the curve and be the difference between a conversion, or just another marker on your Google Analytics bounce rate.

‘Getting personal’ isn’t a bad thing when it comes to digital experiences. It enables us to customise the experience the end-user has with your brand. It’s the reason our Amazon parcels get bigger and bigger and the space in our wardrobe gets smaller and smaller. ‘Because you bought this, you might like this’ is a bank-balance-killer, but it works, and it’s just one example of how a personalised website increases conversions. 

Personalisation in your web design can be done in a number of different ways and that’s all dependent on your time, effort and budget. Here are a few ways to increase your conversion rates by making dedicated, personalised content for your potential customers:

Create a personalised email sign-up form

This is probably the easiest way to collect data in order to deliver custom content. By adding some key questions after the signup form, customers can choose what specific interests they want to be contacted about. 

<div class="br1 pd2 gp1 em0-3 mt2 mb2"><h3 class="fs4 tip_title">Top Tip</h3><p class="fs7">In order to get this far, you need an incentive for someone to sign-up first, this is the carrot. That might be 10% off their first order or a free download. But it’s also important to keep the personalisation questions succinct. You don’t want long form-fills to be a blocker. After this second form-fill, reward the end-user with another carrot.</p></div>

Use Geolocation 

Using a geolocation service allows you to show specific content based on a user's location. Now, this personalisation could be as much as a whole page or just certain words and headings.

In business, we’re always looking to tailor information in order to give users the best and most relevant experience possible. Being able to provide content that resonates with their specific needs, such as events near them, localised product offerings or shipping options creates a more personalised and engaging experience, increasing the likelihood of conversion.

<div class="br1 pd2 gp1 em0-3 mt2 mb2"><h3 class="fs4 tip_title">Top Tip</h3><p class="fs7">Remember to use geolocation responsibly and ethically. Ensure that its application aligns with the intended purpose of your website or service. Avoid using location data for intrusive or unexpected purposes that may violate user trust or privacy.</p></div>

User journey customisation

This one’s a big one. User journey customisation tracks the user journeys on your website and serves up content depending on what pages they visit. This is the pinnacle of personalisation because you’re doing it in real-time, meaning you can guide the customer with more and more content to push them further down the conversion funnel.

<div class="br1 pd2 gp1 em0-3 mt2 mb2""><h3 class="fs4 tip_title">Top Tip</h3><p class="fs7">Make sure you’re continuously testing and optimising your personalised user journeys. Use A/B testing, user feedback, and analytics to measure the effectiveness of different personalisation strategies and iron out any areas for improvement to ensure you’re getting the best outcome. </p></div>

A positive customer experience creates a lasting impression, fosters trust, and builds loyalty. Your website doesn’t close for the day at 5 pm. It’s always ‘open’, always ready and always working to convert your customers.

Using personalisation in your marketing strategy adds in that extra little sweetener. It drives engagement and conversions by delivering the right message at the right time, increasing the likelihood of conversions and customer loyalty.

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