How do you write effective, engaging copy that will encourage your
customers to take action? One good way to dramatically improve
engagement is through personalised content. This emerging trend is
becoming increasingly popular and definitely one not to be ignored. The
idea is simple: if you know who the visitor is, try and give them
content that applies directly to them. If someone is visiting your site
for the first time or has never shopped with you before, is there a way
to make their experience more personalised? Your main aim is always
improved customer engagement. This blog is the first of two posts on
this subject. In this blog we will look at the first three tips.
1. The logged in experience
If you have shopped with an
e-commerce business, it is likely that the next time you log in, the
homepage you see will be personalised to you – if it isn’t, it probably
should be. This is generally called the logged in experience.
Companies like Amazon and Netflix
have been pioneering this trend for some time. When I log into Amazon
what I see will be very different to the next person’s logged in
experience. The headline will also be personalised to me e.g. Hello Matt
Edmundson… The content is then based on past purchases, average spend,
products that are likely to appeal to me. It definitely feels more
tailored and encourages me to buy something. Personalised content can be
a valuable selling tool.
Any business that has a geographical
reach will benefit from personalising their content based on the
location of the customer. A good example of a business that could
benefit from location-based personalisation is Deliveroo. Their website headline is ‘food you love, delivered to your door’.
The idea behind the business is that they deliver food from restaurants
that don’t normally deliver. Their business idea is fantastic and their
website looks great. However, when I log onto their site, none of the
restaurant options that appear are available in my area. This is a very
simple thing to fix and is likely to engage their customers much more
Another good example is an airline.
They often use location information to pre-populate the field with the
name of the airport from which your visitor is likely to be flying. You
want the customer to feel like they are having a conversation with
someone that knows them.
3. Customer personas
If someone is visiting your website
for the first time, you can still personalise on the basis of customer
personas. Your visitors will then need to self-select. A good example is
our own site, Jersey Beauty Company. We stock hundreds and hundreds of
products. If you don’t know what you are looking for, this can be very
overwhelming for a potential customer. We have therefore developed a
clear selection process on the homepage. We have used the four most
frequently shopped skin types as navigational options. They are: dry
skin, oily skin, problem skin and lines and wrinkles. Once a visitor has
clicked on their skin type or customer persona, they are then invited
to complete a simple questionnaire. Once completed, they will be sent a
PDF with their skin profile, tailored to them, and a list of recommended
products. This allows us to capture valuable customer data, including
their email address. The customer receives helpful information and is
hopefully guided towards a product appropriate to their skin type. This
is a great way to personalise content for new customers. For this to
work well, you do need to know the main customer groups that are likely
to shop with you.
Another company that does this well is Heavenly Greens.
They are a US based company that sell artificial turf. They have four
clear customer personas: yards, dog owner, putting greens and outdoor
living. Once you have clicked into the section that matches your
requirements, the landing page is appropriately tailored.
Gone is the one size fits all approach. Personalisation is now an expected part of most website experiences.
4. Country and language
Do you have customers from different
countries? If so, is there a way to make the homepage more appealing to
each country? Is it worth translating into another language? Could you
sell in multiple currencies? Can you show testimonies from customers in
the country? These are all important questions to be asking yourself
when producing content. Nowadays, technology can easily inform us where
our customers are based and content can be tailored accordingly.
we have a large number of Swedish customers, mainly because our prices
are significantly cheaper than those of comparable retailers in Sweden.
We toyed with the idea of translating our whole site into Swedish.
Ultimately, we decided not to because English is widely spoken in
Sweden. However, if we had a large pool of customers in a country where
English was less well known we would definitely consider translation.
These days customers have pretty much
come to expect some level of personalisation. A tailored homepage is
not a new-fangled idea! Customers now use a range of devices to view
content. According to the latest research from Adobe,
consumers use an average of 6 devices and consume 12 sources of
content; millennials use an average of 7 devices and 14 sources. Nearly 9
in 10 consumers (88%) say they multiscreen, and use an average of 2.42
devices at the same time. With these figures in mind, marketeers,
designers and developers need to think about the key devices that their
customers use and create smart content that is specific to each device.
It is important to cover the basics
including screen size and layout. Content creators also need to consider
copy length in relation to the device being used. When a consumer is
researching a potential purchase on a PC, they may well want to read a
longer paper on its uses and benefits. However, someone on a tablet or
smart phone is likely to bounce from the site if the content is too
long. Adapting content to the device type and to where the customer is
in the buyer journey will maximise your website’s impact.
This is a big one in the world of
smart content! If you get a lead from a specific Facebook or Google ad
then your content should connect specifically with that ad. Where do
your different referrals come from? Look at the top 5 to 10 sources, and
ask is there a way to develop smart content for each source that makes
more sense for the visitor clicking that link? For example, if someone
has come through to your site via a Facebook ad, then it is likely that
this is the social media platform with which they are most familiar.
Therefore make sure that the content they see mentions your Facebook
page and a Facebook sharing button is prominent. Similarly, if someone
has arrived on your landing page because of an advert they saw on a
social media site for a discount code, make sure that discount code is
the first thing they see. If they have to hunt for it they are very
likely to become frustrated and your page abandonment figures will