Personalising your website experience can be one of the most effective ways to convert browsers into buyers and buyers into loyal customers. There are lots of personalisation tools available, but many of them can be quite expensive to use. So where should you start?
The answer is to start with what really works. If you are not doing it already, try it and you should soon start to see results. If you don’t implement a change.
Cater With Content
The first way to get the attention of your target audience is to pay attention to them. Go to their favourite sites, blogs, networks, forums and groups. Look at what are they complaining about. What issues do they have? You can then create content that will solve their problems.
Compare With Competitors
Read reviews online in relation to top products in your niche, similar to the ones you’d like to sell. What are your target customers buying? How much are they paying for them? What are they praising or complaining about? And what suggestions do they make as to how the product could be better?
Get Them On Your Lists
You will have to work very hard to get traffic to your website, so you need to work on your website experience. That means you can’t just let people click on a website once, then wander away forever. Instead, offer them a freebie or incentive to stay. When you create your emails, personalise them using the automated features.
You should also be sure to offer separate lists for prospects, customers and those who are coming to you from other sources. The email addresses you collect are likely to be very different from your loyal followers who have had more time to get to know you (at least initially). This being the case, your first emails should not be a hard sell, but more of relationship-building emails.
When they buy, use automation to move them to a customer list. In this way, you won’t be treating everyone the same. If they have already bought product X, for example, it’s a waste of time to keep sending emails about it. Instead, offer them related products Y and Z.
Learn Through Surveys
People love to give their opinions. Ask your customers from time to time what products or services they would be most interested in. You should them take action to deliver. This will show you are a company that cares. You will also have a built-in customer base willing to buy when you launch.
Don’t Drive All Of Your Marketing Traffic To Your Home Page
One of the most important skills to master as a digital marketer is tracking and testing. You create and launch a promotion, track the results and test to try to improve them. This can be time consuming if you are using your home page as the destination URL for each promotion.
Create one landing page for your customers, then duplicate it for your Facebook, Twitter and other marketing initiatives. If you’re trying to gauge you social media marketing performance, then you could create a different landing page for each social media platform.
You should also create separate pages for free v’s paid ads at these sites. Match the content on the page to what you published on the network. Create slightly different URLs and you will be able to track your results fast and see what is working best.
These simple ways of personalising your website experience can lead to better and faster relationship building and greater profits.
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