This document discusses how personalization can increase conversions for marketers. It notes that companies seeing an average 19% uplift in sales from personalizing web experiences. The document recommends marketers understand the basic principles of personalization, leverage existing customer profiles and data on attributes and behavior, follow best practices for personalized content testing and measurement, and that personalization is a strategy not just a feature.

1. Powering Smarter Marketing
Increase conversions
through personalisation
Neil Hamilton, Director Personalisation
2nd May 2013
#EcommForum

2. A True Story…

4. • New World
• Australian
• Full Red
• Frequency = 2 bottles/week
Price Range = £7-£15
• Experimental
My
Preferences

6. A Personalisation Journey

8. • New World
• Australian
• Full Red
• Frequency = 2 bottles/week
Price Range = £7-£15
• Experimental
My preferences
are still valid

9. www.emailvision.com

10. www.emailvision.com

11. …the end.
The Start for
you…

12. www.emailvision.com
Companies who are personalising
web experiences are seeing an
average 19% uplift in sales.
Source = Econsultancy

13. ● Econsultancy stats

15. So, where do you start?

16. Understand the basic principle
New
Visitors
Returning
Profiled
Visitors
Returning &
Loyal
Profiled
Customers
Dormant
Profiled
Customers

17. Leverage
existing
templates

18. Profiled CustomerAnonymous Visitor

19. Focus on your key ingredient
Attributes Behaviour Profiles

20. Attributes

24. Use Magento extensions

25. Follow Best Practice
● Try to show above the fold
● Ideally show 6 or less products
● Split test against existing block
● Use emotive wording
● Provide “add to basket” capability
● Show star ratings if possible

26. Measure…..

27. …. & Test

28. Summary
● Personalisation is a
strategy not a feature
● It has proven fast ROI
● You have the
ingredients already
● You don’t have to be a
rocket scientist

29. Thank you! Keep in touch
http://blog.emailvision.com/
https://www.facebook.com/Emailvision
https://twitter.com/EmailvisionUK
http://www.linkedin.com/company/emailvision