Want to increase conversions on your website? We’ve got one word for you: personalization. Giving visitors content customized to their interests, demographics and behavior will help you to turn first-time visitors into customers—and customers into loyal brand advocates.
There are a lot of different ways to personalize a user’s experience, among them marketing messages, content, product recommendations and email. We’ve already covered the giants, like Amazon, Netflix and Pandora. Here, we rounded up some newer and lesser-known examples to give you some ideas for getting started.
1. Shopping Personalization: Zulily
When you sign in to online retailer Zulily—and you can’t use the site if you don’t—you get a personalized homepage full of sales events based on past purchases and interests. Zulily also creates custom landing pages for advertising campaigns, so if you click on a Twitter ad for a bedding sale, you land on a page featuring nothing but bedding items to buy. Once you sign up, they send you customized emails announcing sales as well.
2. Recipe Personalization: McCormick FlavorPrint
Spice brand McCormick & Company’s FlavorPrint App offers a game-like experience to deliver customized recipes. By answering questions about flavor, rating cooking techniques, and choosing thumbs-up or thumbs-down on ingredients and cuisines, you help FlavorPrint create and refine your flavor profile. Then, when you’re signed into the website, you are served recipes that match the profile.
3. Content and Products Personalization: L’Oreal Paris
Beauty brand L’Oreal Paris integrates products and tips content seamlessly, while collecting information to refine the experience. As you browse the site, you’ll be asked for your hair and eye color as well as beauty concerns (aging skin, frizzy hair, etc.) and then be automatically served relevant products and how-tos related to the information you enter. They also offer free samples for first-time users so they can collect contact information and offer you personalized solutions by email.
4. Location Personalization: Sittercity
Child care service Sittercity uses location targeting to complete the first step of sign-up for you. The first time you visit the site, it displays your location and the number of available babysitters within one mile of your location. It’s effective because when you see the vast amount of child care options in your vicinity, you’re more likely to feel confident that you can find someone who meets your specific needs.
5. Content Personalization: Sales Benchmark Index (SBI)
Sales and marketing consultancy firm SBI has a deep well of content targeted to business leaders. When you visit the site, you’re asked to choose your company role, and then you’re served content relevant to sales and marketing within your role. Each role’s page has a personalized welcome message and CTA to request a free consultation. It’s an effective way to demonstrate knowledge to relevant visitors while getting them to commit to a trial version of their service.
6. Email Personalization: Warby Parker
Glasses retailer Warby Parker’s entire buying process is about personalization—from allowing you to try on five pairs of glasses for free to online eye measurement tools. Their email process is no different. Once you place an order to try on glasses, you receive an email guiding you through every step of the process. They even email you when your prescription is about to run out.
At AddThis, we’re all about personalization. With our Audience Targeting Tools, you can deliver personalized content and marketing messages to your website visitors based on their interests, loyalty and social activity to help increase engagement and more importantly, conversions. Read more about how to increase conversions by offering your visitors a personalized experience.
What are your favorite examples of online personalization?