When looking at Conversion Rate Optimisation (CRO) – there’s always something that almost no CRO company looks at – Website Personalisation.
When it comes to personalisation, I haven’t seen one brand that personalises very well at all.
I embarked on a project recently called Anlytical – the idea was that users could use the API library for websites that would go further then other analytics.
The idea was to give you data on your individual customers – rather than the generic Google Analytics information (for example, the history of the user, and allow you to search through the history and conversion in real-time.
Website Personalisation Strategy
75% of consumers are more likely to purchase from a retailer that recognises them by name OR knows their purchase history
77% of consumers have chosen a brand, recommendation or paid more for a brand that provides personalisation
Lack of content relevancy results in a 83% lower response
Conversion rates are much higher with personalised content, there’s no debate.
There’s been endless studies and it’s been shown that personalisation increases conversions by an extremely high percentage.
Website Personalisation Example
So why isn’t personalisation used more often?
Personalisation is the golden sales tool. But, there’s a few quirks.
IP Addresses – The new IP6 addresses cause a few issues as people are now allocated multiple IP6 addresses rather than just one IP address like before (IP4).
GDPR – People have to opt-in to collection of data now.
Reliability – When your personalising information you need to make sure it’s accurate. If it isn’t it could seriously cause problems.
Implementation – It’s hard to implement effectively
VPN’s are being used more often although this can be detected quite easily it does mean that you don’t have any information.
But surely if I use a VPN and clear my cookies it’s impossible right?
Not quite – there is technology to create a unique fingerprint for a computer based on a number of components.
This can match up sessions (I’ve personally worked on this, and it has great accuracy). It’s not difficult when you can pin-point someone’s location, country and a postal code.
You can also use web service workers – which basically run in the background, these cause me personally the most concern as most people are not aware of them. They are usually used for things like web-notifications but can run code in the background.
The most important point to take from this article is – personation done correctly can increase your Conversion Rate. Done badly, you could loose customers.
What’s your thoughts? Bad or Good – Let me know!