3 easy to apply personalization recipes for B2C companies

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  • 3 easy to apply personalization recipes for B2C companies

Find out how a B2C company can get started with website personalization quickly through some easy to implement examples

Marketing for consumer-facing brands has always been challenging. In the past, marketers would have to compete for airtime and pay big bucks to get in front of potential customers. The internet has levelled the playing field somewhat. But with today’s connected consumers interacting with brands across multiple channels and devices, it’s still pretty hard to stand out. Driving conversions is even harder. Consumers spend a lot more time researching products, browsing peer reviews, or getting recommendations before they make a purchase. How do you make it as easy as possible for them to convert in their consideration journey? More and more marketers are finding the answer in website personalization.

Website personalization: a primer

As we’ve written in a previous article, there are different types of personalization: rules-based and automated. This article delves into rules-based personalization. Contrary to automated personalization, which is mainly used by big e-commerce companies, rules-based personalization can be easily implemented without draining your resources.

So what kind of rules are we talking about? These rules can be based on the weather, time of day, new vs returning visitors, location, device type, and more. In short, rules are targeting conditions that you can apply to serve the most relevant content to each audience. At Unless, we see great examples of rules-based personalization in practice. The following recipes are some of our favorites, and also some of the easiest to implement in B2C.

3 easy recipes to get started with personalization in B2C

Using location data to personalize delivery information

Imagine you’re interested in buying new furniture. Most likely, you’ll go online to look into store options, pricing, reviews and delivery. The latter is particularly important. You don’t want to spend a lot of time browsing through products only to find out the store doesn’t deliver in your city/country.

Personalizing delivery information based on location is a great way to get a visitor’s attention. Start by checking your analytics to see which cities (or countries) your visitors are browsing from. You may want to target the top 5 with a personalized message, such as “Free delivery in {{insert visitor city here}}.” To put that in practice, you can use IP address data and create variations of your website for each visitor segment using Unless.

Unless personalization based on location delivery for B2C

Using device data to personalize based on priorities and intent

People’s browsing priorities can vary greatly depending on the device they’re using. When you google a shop on your mobile, you’re probably most interested in their address or opening hours, but when you’re browsing on a desktop, you may have more time to sift through products and reviews. If you run brick and mortar stores, it’s worthwhile to look into these types of patterns to uncover opportunities for personalization.

A café owner, for example, can use device data to prioritize opening hours and locations for mobile visitors. For desktop, they could put an emphasis on online reservations and an extensive image gallery. This same recipe can be applied for other retailers that rely heavily on in-store experiences.

Unless personalization based on device mobile desktop for B2C

A different example would be the call to action. As we all know from personal experience, using multiple devices before making a purchasing decision is very common, and mobile shopping still suffers from low conversion rate. To increase overall purchase value per customer, it can help to prioritize the “add to wishlist” button on mobile while using a prominent “add to basket” button on desktop.

Triggering purchases with weather-based personalizations

Does the weather influence your customers’ buying decisions? If the answer is yes, then you’ll love this recipe. In fashion, for instance, impulse buying accounts for 40% of all purchasing decisions. Weather-based discounts can strongly influence this number. Is it rainy in the UK? Show a 20% discount on your rain jackets for British customers.

weather

Do you run an event promotion platform? Push outdoor events on sunny days and position indoor events more prominently on rainy ones. You can expect a conversion increase of 8-12% from this.

Unless personalization based on weather events for B2C

Marketing a travel website? Personalize your offers based on the weather and visitor interests. Show deals for sunny destinations to visitors in cold locations who have previously purchased a ticket to popular beach towns; offer winter sports lovers a great deal for their next ski holiday instead.

Unless personalization based on weather interest travel for B2C

Bonus: personalizing content based on interests

We could spend days talking about great use cases for interest-based web personalization, but here’s a particularly interesting one for subscription-based companies.

Let’s say your company offers a fitness subscription to access different classes or workshops. Using Unless, you can dynamically insert highly relevant keywords into your landing page copy depending on visitor interests and other variables - like location. For instance, Amsterdam-based visitors who are interested in yoga classes would see “Join the club and enjoy yoga at hundreds of studios in Amsterdam.” Interests can be determined using referral data or by looking at the ad someone clicked on. Watch our webinar to see this getting implemented on OneFit’s website.

We’ve barely scratched the surface when it comes to website personalization in B2C, but these are some great use cases you can implement quickly to start boosting conversions. As always, if you’d like to learn more, please get in touch!