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"Everyone is Special": Personalisation in Conversion Tactics - David Gowans
 

"Everyone is Special": Personalisation in Conversion Tactics - David Gowans

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  • Practical – don’t need BIG DATA and the like – just a bit of Javascript
  • Today you can shop on the web or in a huge department storeBut thousands go to small shops like thisWhy?Personal service they receiveChance to discuss with friendly shopkeeper what you want. He might remember your order, suggest something you might like or help you pick the right ingredients for that special mealAnd you go back. The prices might not be the cheapest, but having that personal experience makes you feel valued as a customer and feel an affinitiy and connection to the business
  • Lots of talk about recommendations engines, cross-selling and upselling but you can start by doing some simple personalisation based on what you’ve seen beforeImagine a user going into a clothing store- > what do they do first? – they go to either the Mens or Womens sectionAnd the next time they visit?And the next?Yet when a user comes back to your website, what do they see? If people buy something once, likely to do it againJL – target Male/Female/KidsPeople may have missed something on the site beforeKey piece of sales copy, new rangeRemember sections visited/not visited
  • ASOS do this really well – and it’s so simple.First visit – main storefront – Mens & Womens
  • Come back (same promo!)I’m in the Mens fashion area just because I’ve browsed it beforeThis is simple to implement and where’s the downside. Still only 1 click from women’sTested this with a major UK reatailor and it’s so simple
  • A few lines of JavaScript will detect which section of your site the user is inMaybe by URL or similarSave the history of maybe the last 5 or 10 in a cookieOn homepage – take the most popular and serve a custom heroOr redirect like ASOS
  • Working with a travel services clientThank you page for travel insuranceSold 4 types of policies:Single or Annual – multitripEuropean or worldwideCross-sell message had different wording for eachStatistically better when we mentioned their specific needs
  • Motivation – why are they visiting youGood salesman will know and will give the right level of sales talkThese people might not be ready to buy. Do they know her ring size? Are they just looking at styles? Are they just dreaming of the future?Good salesman won’t write these people off as customers. Give them good service now and they’ll come back and spendSo what do they want or need? Information, support, friendly experienceThey may come back one day
  • How about this woman – she knows what she wantsDoesn’t want to be held up by some salesmanBuy buybuy. Need to make this as easy as possible. Someone to get the sizes for her for the changing rooms etc.
  • Age old question – soft sell vs. hard sellYou want to push your visitors to convert but there’s always a fear – I’m not ready to commit yetEspecially difficult for large purchases or those which need more research
  • Simple experiment with a travel services providerLanding page buttons1st visit – “Learn More”Later visits – “Buy Now”Hypothesis that first time you’re a browser, second time you’re a buyer and need a pushStatistically significant uplift in salesIt’s simple to code and very effective and it can work with other areas tooPerhaps show a research focused page to new customers and a more sales focused to existingOr give a special offer or convincing message on people’s 2nd or 3rd visit
  • Customised the landing pageHuge area of conversion optimisation – not going to go into it todayBut think about what your search terms tell you about people’s motivationsWe did a test where the 0% commission page changed to 0% on euros or 0% on dollarsWe could have taken this further – mention in later in the siteOr default some of the entire in the funnel later onKey here is don’t just customise your landing page. REMEMBER THISPut it in a cookieAnd keep reminding the user over and over againIt’s subtle – but if I’m browsing your site looking for Euros and I keep seeing pictures of them – I know I’m in the right place
  • Customised the landing pageHuge area of conversion optimisation – not going to go into it todayBut think about what your search terms tell you about people’s motivationsWe did a test where the 0% commission page changed to 0% on euros or 0% on dollarsWe could have taken this further – mention in later in the siteOr default some of the entire in the funnel later onKey here is don’t just customise your landing page. REMEMBER THISPut it in a cookieAnd keep reminding the user over and over againIt’s subtle – but if I’m browsing your site looking for Euros and I keep seeing pictures of them – I know I’m in the right place
  • Keep it going throughout the siteIf the use wants the cheapest then order by price. Show discounts. Best deals etc.If the user wants the best or quality item then give them review scores, recommendations, editors choiceSet these both up in your CMS then toggle between them.
  • BUT – company had done research on their usersWhat do people want to see?Heterosexual men and women want to see happy couplesWomen seeking women like to see happy couples too – but this time we used a female coupleMen seeking men just like to see a nice man – so that’s what we showedPersonalisation – people could identify more with the page. It felt subtly more personal to them and was closer to their goals.
  • Worked with a leading online dating siteFirst time you visit you get a form – what are you looking forThis tells us a lot about the user – even if they don’t sign up or even click the buttonSimply stored this in a cookie immediately for use on a previous visitTested two concepts – first the corny one!Based on your sex – blue or pinkBased on the sex of the person you were looking for – blue or pinkNo effect!
  • Search terms – do they use age related terms? Sex specific? REMEMBER IT
  • Again, a sense of importancePartly massaging our egos, but also a sense that you’re getting an experience above that you’d get elsewhereOrdering “my usual” in a bar doesn’t save you much time, but it gives you status and importance – and that tiny reason to choose one business over anotherAlthough the drink example doesn’t save you time, many times you canTravellers have had this for years. Reward programs that let them be greeted by name, save their room or seat preferences. Send the bill to a predefined address. Give you the right view. Quick checkout because your details are on fileEverything to make things as quick and easy as possibleAgain, it gives people that reason to use you over a competitor. If its just that little bit easier – that little bit more personal – you will be the top choice, regardless of price
  • Use what we know about the visitor to give them an experience that’s best for them
  • Classic exampleMessageTwo important functionsRecognition – know it’s a US store but gives me something familiar “Yes! I am from the UK”Information - This is the single biggest question when shopping internationallyImmediately overcomes the biggest barrier to conversionBUT I can’t click!
  • Premier league football clubDetect any of 26 countries (10 ccys)Calculate approximate local price and show on pageMakes it easier for user to compareNo mental step for the userJust uses System 1 brain
  • Premier league football clubDetect any of 26 countries (10 ccys)Calculate approximate local price and show on pageMakes it easier for user to compareNo mental step for the userJust uses System 1 brain
  • Not that hard to doYour CMS or ecommerce platform may do itBut if not try one of these toolsInclude a line of JS – returns visitors location like thisSimply detect and operate differentlyMost give a small free version – you can test and only pay if you find its goodOr your testing platform may offer this (top package?)

"Everyone is Special": Personalisation in Conversion Tactics - David Gowans "Everyone is Special": Personalisation in Conversion Tactics - David Gowans Presentation Transcript

  • Slide 1@conversionfac#A4US1 EVERYONE IS SPECIAL PERSONALISATION IN CONVERSION Dave Gowans Senior Consultant, Conversion Factory
  • Slide 2@conversionfac#A4US1 PERSONALISATION • What is it? • Personalisation forCRO • Why personalise? • 10 practical implementations
  • Slide 3@conversionfac#A4US1 INTRODUCTION TO CONVERSION FACTORY • Clients from startups to $5B web giants • Focus on: • Identifying barriers to conversion • Proposing solutions • Testing them • Typically double digit increases within 3 months
  • Slide 4@conversionfac#A4US1 DIFFERENT EXPERIENCES New User Run out of ink New User Doesn’t often shop online Existing Customer Wants to order again
  • Slide 5@conversionfac#A4US1 NEW USER Doesn’t often shop online • Convince them you’re safe and trusted • Guide them through the process • Make it easy
  • Slide 6@conversionfac#A4US1 NEW USER Run out of ink • Emphasise fast delivery • Find products quickly • Show site is trustworthy
  • Slide 7@conversionfac#A4US1 EXISTING USER Wants to order again • Remember their printer brand and type • Enter as few details as possible • No need for trust cues
  • Slide 8@conversionfac#A4US1 OPTIMISATION WITH PERSONALISATION Present each user with a version of the site which is best suited to convert them B CA D E
  • Slide 9@conversionfac#A4US1 PRACTICAL EXAMPLES • Supported by theory • Successfully tested • Some new ideas to try • No complicated tech • Test, test, test!
  • Slide 10@conversionfac#A4US1 PERSONAL EXPERIENCE
  • Slide 11@conversionfac#A4US1 PERSONAL EXPERIENCE
  • Slide 12@conversionfac#A4US1 FINDING PRODUCTS
  • Slide 13@conversionfac#A4US1 FINDING PRODUCTS
  • Slide 14@conversionfac#A4US1 FINDING PRODUCTS
  • Slide 15@conversionfac#A4US1 DETECTINGTHE SECTIONS 1. Women 2. Women 3. Men 4. Homeware 5. Women
  • Slide 16@conversionfac#A4US1 CUSTOMISINGTHE HOMEPAGE 1. Women 2. Women 3. Men 4. Homeware 5. Women
  • Slide 17@conversionfac#A4US1 PERSONALISATION TECHNIQUES Customise your homepage to the category the user is most interested in1 http://codetidy.com/6054/
  • Slide 18@conversionfac#A4US1 CROSS-SELLING
  • Slide 19@conversionfac#A4US1 CROSS-SELLING TRAVEL MONEY Single Annual Europe Worldwide Buy your money for your upcoming European trip from us. 0% commission and competitive rates. Buy your money for your upcoming trip from us. Over 70 foreign currencies available. Buy your money for all your trips from us. 0% commission and competitive rates. Buy your money for all your trips from us. Over 70 foreign currencies available.
  • Slide 20@conversionfac#A4US1 PERSONALISATION TECHNIQUES Relate cross-selling directly to the product the user has already bought2
  • Slide 21@conversionfac#A4US1 MOTIVATIONS
  • Slide 22@conversionfac#A4US1 MOTIVATION
  • Slide 23@conversionfac#A4US1 MOTIVATION
  • Slide 24@conversionfac#A4US1 HARD SELLVS SOFT SELL
  • Slide 25@conversionfac#A4US1 NEWVS RETURNING Learn More > Buy Now >Details > Continue >
  • Slide 26@conversionfac#A4US1 PERSONALISATION TECHNIQUES Use a soft sell on first time visitors, and a harder sell on repeat visitors3 http://codetidy.com/6055/
  • Slide 27@conversionfac#A4US1 TRAVEL MONEY
  • Slide 28@conversionfac#A4US1 TRAVEL MONEY On Dollars On Euros
  • Slide 29@conversionfac#A4US1 PERSONALISATION TECHNIQUES Customise your landing page to the specific terms the customer used4 http://codetidy.com/6056/
  • Slide 30@conversionfac#A4US1 SHOPPING FOR SPEAKERS CHEAPESTBEST
  • Slide 31@conversionfac#A4US1 VISUAL CUES CHEAPESTBEST
  • Slide 32@conversionfac#A4US1 PERSONALISATION TECHNIQUES Use search terms to detect motivations and customise the whole experience5
  • Slide 33@conversionfac#A4US1 DATING - MOTIVATIONS
  • Slide 34@conversionfac#A4US1 ONLINE DATING –TARGETING BY PREFERENCES Woman seeking man Man seeking woman Woman seeking woman Man seeking man
  • Slide 35@conversionfac#A4US1 ONLINE DATING –TARGETING BY PREFERENCES
  • Slide 36@conversionfac#A4US1 PERSONALISATION TECHNIQUES Show the user their end goal 6
  • Slide 37@conversionfac#A4US1 GATHERING OTHER PERSONAL DATA • Title (Mr, Miss, Mrs) • Age • Search terms (internal or external)
  • Slide 38@conversionfac#A4US1 SHOW PEOPLE SIMILARTOTHE USER
  • Slide 39@conversionfac#A4US1 PERSONALISATION TECHNIQUES Show people similar to the customer using the product7
  • Slide 40@conversionfac#A4US1 SIMPLIFYING THE PROCESS
  • Slide 41@conversionfac#A4US1 REMEMBERING WHAT IWANT
  • Slide 42@conversionfac#A4US1 GOING ON HOLIDAY
  • Slide 43@conversionfac#A4US1 GOING ON HOLIDAY
  • Slide 44@conversionfac#A4US1 GOING ON HOLIDAY
  • Slide 45@conversionfac#A4US1 CHOOSING SENSIBLE DEFAULTS
  • Slide 46@conversionfac#A4US1 PERSONALISATION TECHNIQUES Use defaults for options if the user has chosen them before or they can be predicted 8
  • Slide 47@conversionfac#A4US1 INTERNATIONAL VISITORS
  • Slide 48@conversionfac#A4US1 INTERNATIONALVISITORS • Shopping internationally is hard • Many brands have a huge international marketplace • Treat your international visitors personally and they’ll return
  • Slide 49@conversionfac#A4US1 SHIPPINGTOYOUR COUNTRY
  • Slide 50@conversionfac#A4US1 PERSONALISATION TECHNIQUES Show international shoppers whether you ship to their country9
  • Slide 51@conversionfac#A4US1 DISPLAY IN LOCAL CURRENCY
  • Slide 52@conversionfac#A4US1 DISPLAY IN LOCAL CURRENCY 1. User is in USA 2. Get USD exchange rate 3. Get price from page 4. Calculate new price 5. Insert into page 1.63 40.00 65.95
  • Slide 53@conversionfac#A4US1 PERSONALISATION TECHNIQUES Use the customer’s local currency to display prices10
  • Slide 54@conversionfac#A4US1 GEOTARGETING APIs SplitTestingTools { "ip": "78.33.237.148", "country_code": "GB", "country_name": "United Kingdom", "region_code": "P6", "region_name": "West Sussex", "city": "East Grinstead", "zipcode": "", "latitude": 51.1167, "longitude": -0.0167, "metro_code": "", "areacode": "" } JavaScript (JSON) Response
  • Slide 55@conversionfac#A4US1 PERSONALISATION FOR CONVERSION • Personal experience • Motivation • Simplify the Process • InternationalVisitors
  • Slide 56@conversionfac#A4US1 10 PERSONALISATIONTECHNIQUES FOR CONVERSION 1. Customise your homepage to the category the user is most interested in 2. Relate cross-selling directly to the product the user has already bought 3. Use a soft sell on first time visitors, and a harder sell on repeat visitors 4. Customise your landing page to the specific terms the customer used 5. Use search terms to detect motivations and customise the whole experience 6. Show the user their end goal 7. Show people similar to the customer using the product 8. Use defaults for options if the user has chosen them before 9. Show international shoppers whether you ship to their country 10. Use the user’s local currency to display prices
  • Slide 57@conversionfac#A4US1 Thank you! Want to see how this applies to your website? Email hello@conversionfactory.com Include your website’s URL and approximate monthly traffic [10 reviews available on a first-come first-served basis] Dave Gowans | dave@conversionfactory.com