Couple of years ago Adobe completed a survey asking more than 1000 US marketers how they see the digital age changing their work and priorities. Majority of them agreed that knowing how to take risks and embrace change would ultimately determine whether they remain competitive or not. But, when asked about the capability most important to their future marketing efforts, “personalization” ranked highest, hands down.the potential of today’s technologies in terms of creating truly personalized online shopping experiences?
Technically much of the personalization can be achieved by replacing existing elements - like banners or pictures - on the page with personalized elements, or by showing new elements like pop-ups or banners on the empty area of the page. However, knowing who to target with these personalized actions and how to choose the personalization that actually improves your conversion, can be a harder task to complete.
Like mentioned in a previous blog, online store visitors can be divided into three groups based on their likelihood to buy. There are 1) visitors that have already decided to buy, 2) visitors that are not going to buy no matter what you do and 3) indecisive visitors who are most likely to buy if they are given the right incentive.
And, yes, you guessed right! The visitors we are most interested in belong to group 3. They are the ones that haven’t yet made up their mind, hence they are also the ones that can be influenced to make a purchase.
4 Conditions you should pay attention to
Ok, so now you know who you want to target. But, as you don’t want to waste efforts, how can you pin-point and target only those visitors whose purchasing decision you can influence? The answer is; you look at the data and “listen” to what it has to say.
Here are 4 conditions, that you should pay attention to:
- Shopping cart; visitor’s shopping cart can tell you more than you might even imagine. What the shopping cart size is, is there a certain product in it etc. all this opens a lot of opportunities for both up-selling and cross-selling.
- Page; Following how much time a visitor is spending e.g. on a product, shopping cart, or checkout page can clearly indicate your chance to influence him to finalize his purchase.
- Visitor; You can learn a lot about your visitor simply by looking into his cookie info and IP address. These can all heavily indicate how influenceable visitor is to make a purchase on that visit.
- URL; Visitor’s URL path provides you with valuable information, e.g. a visitor whose query string reveals he’s clicked a campaign link is probably interested mainly on the campaign items and should be treated accordingly.
To learn more about what you can tell based on these 4 conditions and how you can use this information in your advantage while planning online store personalization, we suggest that you download our free ebook here!