How to better personalize your digital marketing

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As direct marketers navigate this uncertain economy, making ad dollars work harder requires more than just getting visitors to their site. A recent Forbes.com survey identified conversions as the leading gauge of success among 82% of direct marketers.

 

Personalizing and enhancing users' online experiences increases the odds they will convert. These efforts regularly improve revenue by ten to 20% and boost click-through and conversion rates by an average of five to 40%. Some marketers realize more than 100% increases in conversion rates, but to do so, they must engage consumers from the initial ad all the way through to a conversion more often. Personalizing visitors' on-site experiences and testing and optimizing various elements of a site can help a wide range of direct marketers.

 

Marketers personalize sites in many ways. Some classify visitors as part of a segment and serve more relevant content and promotions accordingly. Others improve product recommendations or use automation to provide highly relevant content and promotions to individuals based on products they've selected or something the marketer knows about the user. Many direct marketers employ more than one effort simultaneously.

 

ToolBarn.com, a power tool and fastener distributor serving the construction industry, chose automated methods to personalize visitors' experiences by improving product recommendations and personalizing on-site content. ToolBarn.com saw a 12% lift in average order value thanks to the enhanced product recommendations. By employing an automated personalization algorithm to keep experiences relevant and visitors engaged, ToolBarn.com boosted on-site click-through rates by more than 17%.

 

While automation can help personalize sites for each visitor, direct marketers can optimize their Web site for all visitors by employing A/B and multivariate testing on various on-site elements. 2CheckOut.com, a leading e-commerce solution provider and reseller serving more than 6,000 customers, focused their testing efforts on their shopping cart and saw a nearly 5% increase in conversion rate, which led to an annual revenue increase of more than $10 million.

 

By testing and refining Web sites and making on-site experiences more personal, direct marketers can make the most of this down economy and position every ad dollar to work harder.

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