Behavioural Data and Personalisation: A Practical Guide
Standing out and being remembered is not an easy task. Both for the individual and for everything around him. In competition with large online aggregators and trading platforms, only a few people manage to win. And most often it is a one-time success. Competition is great, and what worked yesterday is no longer relevant today. But online business lives and develops. 49% of buyers place an order after studying the recommendations sent to them, even though initially they were not going to buy anything. A person trusts those who try to understand them.
Personalisation has become a key tool for online retailers who want to keep the customer's attention and increase sales. Personalised offers are based on behavioural data - information about how customers behave on a website.
A website that adjusts content based on user behaviour or makes product recommendations based on preferences and past purchases will always be profitable. How do you quickly implement a personalisation system into your online business? How complex is the process? Betonlogos company managers will help you to understand it.
Every interaction a customer has with a website - whether they're browsing a product, adding it to their shopping cart or spending time on a page - creates a wealth of information that can be used for personalised offers.
You don't have to wait a long time collecting vast amounts of data to start personalising your advertising or other messages. Get started today - implement a system to track the most important actions customers take on your website. Use tools like Google Analytics and Adobe Analytics to get the baseline data.
Capture it on a regular basis:
- Pages viewed: which products or product categories the user was interested in
- Products added to basket: what the customer planned to buy but didn't buy
- Purchase history: what products have already been purchased, how often purchases occur
- Customer journey: the most effective traffic sources (search, social networks, mailings)
- Time spent on the site or section: what was of interest to them
- Frequency of returning to the same page: indicates interests and preferences
- Search queries and keywords: allows you to tailor your content and SEO strategy
Data collection: what exactly do you need?
Go to Amazon's website and you'll be instantly recommended something you've recently searched for, or something you might need soon. It's pointless to compete with the algorithms of the biggest e-commerce platforms. Give the customer what the huge online aggregators can't offer them - personalised service and a deep understanding of your customers.
- This is where small businesses have a chance to outperform the big players. This can be done with minimal effort and expense. Platforms such as Nosto, Clerk or Algolia Recommend help analyse customer actions and suggest products relevant to their needs. They can be connected on a test or limited basis.
71% of shopping baskets filled with products end up abandoned. Pending order alerts emails have an astoundingly high open rate of 45%. 100 of these reminder emails bring in at least 5 sales - 5 customers who may have disappeared without a trace!
- To personalise email newsletters, Betonlogos Czech Republic recommends Mailchimp, GetResponse or Klaviyo. These platforms offer tools that automatically send emails to users when they, for example, leave items in the basket or do not complete a purchase. Unobtrusive personalisation and query-relevant offers inspire trust.
Personalisation tools
Ready-made widgets from the Experience Nosto or Clerk e-Commerce platforms can be easily integrated into any website. The mailing system will automatically suggest similar or frequently purchased items to the user on the product page. If a customer adds a product to their basket but does not complete the purchase, they will be prompted to complete the order with relevant products. After completing the purchase, the customer may be recommended related products (e.g. accessories or consumables). The system automatically sends trigger emails, reminder emails.
Smart personalisation allows you to change the content of emails depending on customer information, send different offers within one email campaign.
How to set up personalised recommendations?
Test and improve
Test different variations of offers: try showing more expensive products, adding discounts or experimenting with the wording of offers. A/B testing, which can be run with email marketing services or recommendation systems, will help you understand what works best.
- Have sales increased?
- How much have orders increased?
- How are customers responding?
Millions of companies, billions of web users. Customers don't like it when personalised offers are irrelevant (74%), intrusive (58%) and lack value (43%). Sometimes it feels like standing out is simply unrealistic.
As we habitually capture demographic data, we often don't think about the most important thing: ‘What are customers looking for on my site?’. That's why Betonlogos marketing uses one of the most promising trends in working with partners - micro-personalisation, adjusting all systems to the user's behaviour in real time.
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