In today’s era of online commerce, marketing jobs have increased like never before. With such steep competition, finding new tricks to gain customers has become a fine art and those who are not searching for new opportunities or not following best practices of internet marketing will lose out on vital opportunities.
In this article, we will talk about several tactics for customer acquisition and how to leverage personalization to scale your WordPress website. These are essential practices to achieve personalization at scale in a WordPress website.
Who doesn’t love sales coupons? The right coupon at the right time can change a customer’s mind, especially if they can’t decide whether or not to buy from your store. Offering a good discount is the first step in building a long relationship with your customer. Marketers often send coupons to new or existing customers to generate new sales. Plus,sales coupons can drive extra traffic to your website.
Personalised coupons are different from traditionally issued coupons in a number of ways. In order to create such a coupon, you need to know your customers well. To generate personalized coupons for a particular user, you need to have information about their browsing habits and patterns, their character and purchasing behavior. While there are a lot of factors to consider, let’s review a couple of examples of what kind of customer you can generate personalized coupons for:
- Loyal customers who have purchased several items from your store
- Customers who have added items to their cart but haven’t decided to purchase yet
- Customers registered to your site who have not purchased anything yet
- Someone who has purchased a tennis racket before that you want to offer a coupon to purchase another tennis racket
- A client whose birthday is approaching
The possibilities are endless! This list goes on and on, and the only limit is your imagination. In general, personalized coupons always work better than traditionally issued coupons and offer more return.
Marketers and retailers who utilize personalization as a tactic ultimately generate more income than those who only offer timing-based or seasonal discounts and general coupons.
Personalized landing pages
In general, retailers use their product page to sell the products. These pages provide all the essential information that customers need: product images, descriptions, details, prices, delivery information and more. While all of this information is important, potentially even essential, it can sometimes be overwhelming. Some information is helpful, but other information might bore your customers. , That’s why, in addition to traditional product pages, you have to use landing pages when you want to convert more visitors into paying customers.
Landing pages are designed for a special purpose or campaign. Let’s say you want to boost sales of one particular product and you are running a series of ads or email campaigns to attract more users. As a result, you may choose not to take them directly to the product page. Instead, you take them first to a landing page and then convert them into customers by finishing the purchase process on a product page.
As in the previous example, personalization in landing pages can deliver better results. Let’s review some examples of how you can use personal landing pages for your site:
- user types: Is this a first-time visitor? A returning lead? A loyal customer?
- Geolocational customers: Filter your users by location
- Visitors source: Are you interested in the source your visitors are coming from?
- UTM campaign: Personalize the experience for visitors targeted by a specific marketing campaign using UTM parameters
- Showing specific in-site activity: Target those who have already visited specific pages
- Visitors who show specific behavior on your landing page: Do you care if they spend a specific amount of time on or are trying to exit your page?
- Past shopping behavior: Target customers who have already purchased specific items from your website
- Specific devices: Personalize the experience for visitors from a specific device, such as mobile or tablet
Personalized landing pages give you the option to show completely different content for filtered users. You may show a differently designed page, with different products, different offers and discounts. There are many tools out there that offer website personalizer for WordPress.
Personalized pop ups
Popups are a very important part of your Ecommerce website. Popups can be triggered by many factors, including when a user lands on a page, when they approach a particular section or even if they decide to leave your website. There are many ways to catch user attention, but these are the most general options and may not always work. As an alternative, it’s much better to offer personalized popups.
What is a personalized popup? The sky’s the limit, but let’s discuss some specific examples:
- Popups with user name – You can easily create a popup with the user’s name. Assuming the user has already logged into your site, your system will already know their name, making this form of personalization very simple.
- Popups targeting your active audience – If you have good marketing tools, you can easily create a segment of active users and show them different discounts, offers or coupons based on their interests.
- Popups for new users – Create personalized popups with the user name and a promotional coupon for newly subscribed users.
- Popups for inactive users – Just like you should actively market to active users, don’t forget the users who are inactive and have not visited your shop for a while. Send them a special offer or discount to bring them back.
- Reward for purchase – create a popup with a coupon code for those who have previously purchased a product and are browsing the same category or similar products again.
Of course, there are many more possibilities and it’s impossible to list them all here. To come up with the most effective ideas, think like a customer and see what value you can bring to them!
Personalized product and blog suggestions
Content is king when it comes to websites. It’s the main reason your visitors come to your website and, nowadays, if you just show the same content to every visitor to your page, you may lose some sales. Showing personalized content may help in this situation.
Literally every part of a web page can be customized, no matter if it’s raw text, image, video, product details, a section of the page or anything else. The more personalization you have, the more chances you have to convert your visitors into paying customers. When we talk about product customization, we mean showing the most relevant products to your users. For example, if they are interested in gadgets, show more products from the gadget category on shop pages, in related products or on landing pages. You may also show products that your user left in their cart and did not purchase. Again, it’s up to you how you market. The most important point here is to find a relevant product and show it to the segment of users who have real interest in this type of product.
The same theory can be applied to posts. Blog posts play a big role in nurturing your connection to new visitors and guests, so showing a relevant list of blog posts to your customers on landing pages and other locations can trigger some sales. Make sure your posts are dedicated to your marketing campaign and are relevant to segmented users.
Email marketing remains one of the most important marketing channels you can use for your online store. It has a good return on investment (ROI) and it’s relatively cheap to run compared to paid advertising services like Facebook and Google ads.
Most likely you run your email marketing based on a newsletter, promotional messages and perhaps the occasional abandoned cart email notification as well. All these are great options, but they are too general and are no longer as effective as they were several years ago, when it was easy to convert traffic into sales.
Changing your general email strategy to personalized emails can help you convert more of your traffic into sales. The key here is to learn about your customers’ behavior and better segment them.
How can you personalize your email campaigns? There are many methods, but the best one to choose depends on your shop and on your marketing skill. This is a short list of ideas but there are more options out there:
- browsing behavior related emails – segment your users by their browsing behavior. If they are visiting a product page and can’t decide to purchase, send them personalized emails with their name and discount coupons.
- Past purchases – For example, filter for customers who bought shoes and offer them a discount for socks.
- Birthday emails – Make your customers happy by offering birthday discounts.
As we said before, email personalization strategies really depend on your needs, what you want to achieve and the limits of your own imagination!
Personalized coupons, emails or landing pages are not new concepts in Ecommerce marketing. However, personalization is still the most effective tactic to attract new customers and keep existing ones. Don’t forget that your promotions and strategy will be effective if they are tailored to your audience’s expectations. It also highly depends on the tool you choose to run your email marketing campaigns. For a powerful all-in-one solution, I highly recommend trying out Growmatik for automated marketing for WordPress.