Increase Your Conversion Rate Through Personalisation

How Tailored Marketing Campaigns Reach Your Target Audience

As the competition for customers becomes fiercer, it's essential for businesses to create targeted campaigns that resonate with their audience. One way to do this is through personalisation.

With advanced customer relationship management (CRM) solutions like HubSpot, designing and implementing marketing campaigns that speak directly to your buyers is easier than ever. In this article, we explore how to personalise the digital experience you offer with the aim of increasing your conversion rate. 

What is Personalisation in Marketing?

Personalisation in marketing is the process of tailoring content and offers to individual customers based on their interests, preferences, and behaviour. This approach allows businesses to create a more personalised experience for their customers and can result in increased engagement, loyalty, and, ultimately, improved conversion rates.

A recent report shows that 75% of consumers are eager to buy from brands that personalise their digital experiences. What’s more, 60% of millennials are open to sharing personal information if it results in communication and offers that are tailored to their preferences, further supporting the cause for personalising each step in your customer journey.

Wondering whether your website gives visitors enough incentive to stick around? Let our team conduct a user experience (UX) audit. We’ll provide you with some valuable tips on how to start personalising your website.

The benefits of personalisation are clear: it can result in increased engagement, loyalty, and improved conversion rates. However, it's important to approach personalisation thoughtfully and ethically to ensure that customer privacy is respected.

Personalisation with HubSpot

HubSpot is an all-in-one inbound marketing platform that allows businesses to create personalised experiences for their customers through a range of features:

Dynamic Content is a powerful feature that allows businesses to create customised experiences for their users. By showing different content to different users based on their location, device, or behaviour on the website, businesses can ensure that they are presenting the right information to the right audience at the right time. This not only enhances the user experience, but it also improves engagement and conversion rates.

Smart CTAs are another feature of HubSpot that can help businesses create personalised experiences. These CTAs display different call-to-actions depending on where the user is in the sales funnel. By presenting users with the most relevant CTAs, businesses can increase the likelihood of conversion and ultimately drive more sales.

Personalised Emails are an essential tool for businesses that want to reach their customers on a more personal level. By using customer data to send personalised emails that include product recommendations, promotions, and more, businesses can foster stronger relationships with their customers and drive more sales as a result.

By leveraging these features, businesses can improve engagement, loyalty, and ultimately drive more sales.

Personalisation with HubSpot in action

To help you visualise what a personalised marketing campaign may look like using HubSpot, we’ll walk you through a basic example.

Let's say you own an online pet store that offers a variety of products for dogs and cats. You want to create a personalised marketing campaign that targets your audience based on their browsing history and purchase behaviour.

Dynamic Content: Using HubSpot's dynamic content feature, you can display different product recommendations on your homepage based on the user's location and device. For example, if a user is browsing from a mobile device and is located in a cold climate, you can display winter clothing for dogs and cats to entice them to make a purchase.

Photo by Matthew Henry on Unsplash

Smart CTAs: With HubSpot's smart CTAs, you can display different call-to-actions based on the user's position in the sales funnel. For instance, if a user has previously purchased a dog collar from your website, you can display a CTA for dog leashes and harnesses to cross-sell additional products.

Photo by Jordan Holmbeck on Unsplash

Personalised Emails: You can use HubSpot's customer data to send personalised emails that include product recommendations, promotions, and more. For instance, if a customer has previously purchased dog food from your website, you can send them an email promoting a new line of healthy dog treats.

Photo by okeykat on Unsplash

Pros and Cons of Personalisation in Marketing

While personalisation can be an effective marketing strategy, it's important to consider the potential pros and cons:

Pros:

• Increased engagement: Personalisation can help customers feel seen and understood, resulting in increased engagement with the brand.
• Improved conversion rates: Personalisation can lead to higher conversion rates as customers are more likely to make a purchase when they feel a connection with the brand.
• Better customer experience: Personalisation can create a more seamless and personalised customer experience, leading to increased loyalty and retention.

Cons:

• Ethical considerations: Collecting and using customer data for personalisation purposes requires careful consideration of privacy concerns and ethical use of data.
• Over-personalisation: There is a risk of over-personalisation, where customers may feel that their privacy is being invaded or that they're being targeted too aggressively.

Examples of Personalisation in Marketing

Many successful companies have implemented personalised marketing strategies to improve their conversion rates. Here are some examples:

• Amazon: Amazon uses personalisation extensively throughout its platform to recommend products, display personalised offers, and create a seamless user experience.
  
  

• Netflix: Netflix uses customer data to provide personalised content recommendations based on the user's viewing history.
  
  
  

• Coca Cola: Coca-Cola launched a personalised marketing campaign that featured bottles with personalised names, resulting in increased engagement and sales.

Source: https://www.pinterest.com/pin/334462709796046770/

Conclusion

Personalisation in marketing is a powerful tool that can help your business connect with its audience in a more meaningful way. You’re likely to notice that more and more of your competitors are implementing personalisation strategies because that’s what your customers expect. 

Don’t get left behind. A quick UX audit can reveal opportunities for you to start tailoring your buyer journey directly towards each individual lead or existing customer. BEE Digital can provide you with effective, ethical and result-yielding strategies that help you to personalise your marketing campaigns and achieve better conversion rates. Let’s have a chat today.