Salesmanago Blog | eCommerce Marketing, Automation & AI Insights

Make Those First Impressions Count (and Personalised!)

Think of your website as a dynamic stage, not a static billboard. Generic greetings are out; personalised interactions are in. According to PwC's 2024 Consumer Intelligence Series, 82% of consumers are willing to share their personal data in exchange for a more personalised experience where they feel instantly recognised and understood. How do you achieve this?  

• Dynamic Content: Don't show the same message to everyone. Tailor banners, pop-ups, and even landing page content based on visitor behaviour, source, or other available data. 

• Engaging Pop-ups: Pop-ups get a bad rap, but when done right, they're incredibly effective. Think beyond generic "subscribe now!" messages. Offer value, personalise the design, and time them strategically. Tools like SALESmanago's Web Engagement Studio allow for the creation of highly customisable pop-ups and landing pages that display targeted content at the right time, increasing the chances of conversion.

Listen to What Your Visitors Are Telling You (With Their Clicks)

Your website visitors are constantly giving you clues about their interests and needs. Are you paying attention? Website monitoring is crucial.

• Track Behaviour: Monitoring how visitors interact with your content helps identify patterns and areas for improvement. For example, if a visitor frequently views a product but doesn’t purchase, you can trigger a personalised offer or reminder. Behavioral tracking allows you to understand where users drop off and optimise the website accordingly to minimise abandoned carts and increase engagement

• Gather Preferences: Don't be afraid to ask! Use forms and interactive elements to gather zero-party data – information your visitors willingly share. This is gold for personalisation! According to PwC, 82% of consumers are willing to share their personal data in exchange for a more personalised experience. 

• Simplified Data Capture: Make it easy for visitors to share their contact information. Use dedicated tools to create streamlined landing pages and contact forms. By collecting preferences and interests through quizzes or surveys, you can tailor content and offers to meet individual needs, plus add a little fun element that boosts engagement. Promptly responding to inquiries using data you collected not only increases customer satisfaction but also the likelihood of conversion.

Personalisation is Not a Buzzword

81% of customers are more likely to buy from brands that offer personalised experiences. That's a huge number! Personalisation is no longer a "nice-to-have"; it's a core expectation.  

• Tailored Content: Use the data you collect to deliver content and offers that truly resonate with individual visitors. This could mean recommending products based on browsing history, offering discounts on their favourite categories, or providing helpful resources related to their interests.  

• Personalised Communication: When you follow up with visitors (via email, etc.), continue the personalised conversation. Reference their past interactions and provide value.

Happy customers are more likely to return and become advocates for your brand.  

Build Relationships, Not Just Transactions

Think long-term. It's not just about getting that initial sale; it's about fostering loyalty and building lasting relationships.

• Provide Value: Providing valuable, educational content can draw visitors in and keep them on your website longer. Whether it’s a blog, a video tutorial, or a detailed product guide, offering helpful content positions your brand as an expert in your field and encourages visitors to return. It’s a subtle way to build a relationship and nurture future conversions 

• Ethical Data Use: Trust is essential for engagement. Visitors are more likely to share their information if they feel their data is being used ethically and transparently. Implement a clear privacy policy that explains how you will use the data you collect. This helps build a long-term relationship with your audience, as they feel more confident sharing their personal information with you.

• Be Responsive with Intelligent Chatbots: Many customers prefer immediate answers, and intelligent chatbots are a great way to meet their needs in real-time. By responding to customer inquiries as they arise, you improve their experience and increase the likelihood of conversion. Modern chatbots are more than just automated responders; they can handle complex queries and even offer product recommendations, creating a seamless engagement experience.

Optimise and Refine (Constantly!)

Website engagement is an ongoing process. Don't set it and forget it.

• Analyse Results: Track your key metrics (bounce rate, conversion rate, time on site, etc.) to see what's working and what's not.

• Test and Iterate: Experiment with different approaches to see what resonates best with your audience. A/B testing is your friend!

• Stay Updated: The digital landscape is constantly evolving. Keep up with the latest trends and best practices to stay ahead of the curve.

Remember, the goal is not just to increase conversions but to build lasting relationships that lead to repeat business and customer loyalty.