Behaviour-Targeting and Personalization

Webinar ImageI sat in on a webinar today with Sitebrand’s Director of Customer Experience, Carolyn Gardner and eCommerce Business Analyst, John Choo titled: Love, Faith & Hope: Conversion Meets Customer Behavior.

I recently blogged about geo-IP targeting and its potential for ecommerce marketing. The post includes examples of how you could serve up different home pages or offers on your site based on a customer’s location.

Today’s webinar introduced me to another way you can tailor content to the individual – keyword-targeted content.

For example, Danskin‘s Title Tag reads like this: “Fitness, Dance and Yoga Apparel for Women and Girls.” This means its home page could appear in search engine results for relevant keyword searches like “yoga apparel” or “dance apparel for girls” in addition to category or product pages. The landing page for the keyword could be the home page.

Wouldn’t it be ideal to serve a home page design that’s targeted to the keyword that referred the visit?

Keyword: “dance apparel for girls”

Girls Dancewear

It’s also possible that the home page is the landing page for keywords that aren’t in the title tag, thanks to on-site factors and anchor text in links pointing to the home page. Another type of referral would be a banner ad or text link on another site. If the visitor comes from a rythmic gymnastic studio’s website, you could serve up the relevant image and offers.

Keyword: “plus-size yoga wear”

Plus Size Yoga Wear

Keyword: “rythmic gymnastics leotard”

Rythmic Gymnastics Wear

Carolyn used this case study in the webinar from a CableOrganizer.com, a Sitebrand client, as an example of what’s possible.

Cable Organizer Example

This screenshot shows 3 different areas CableOrganizer is applying personalization. The orange area is a keyword targeted special offer, the green area is a geo-targeted shipping offer, and the red area is used for various calls to action like newsletter sign ups, contests or welcoming back a returning visitor.

CableOrganizer increased conversion rates by almost 10% using personalization.

Even blogs can get in on this personalization thing. Have you seen welcome messages when you visit a blog for the first time?

Jarkko Laine screenshot

Jarkko Laine Detail

There’s a plug in for WordPress, and probably other tools for other blog platforms (drop a comment please if you know of some).

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5 Responses to “Behaviour-Targeting and Personalization”

  1. Bob Avo says:

    I sat in on today’s webinar too. I do have to say they didn’t address “personalization” at all. Rather, they presented “targeting”. While they spent some time trying to define personalization to clear up confusion, I fear those who are new to personalization walked away even more confused.

  2. Hi Bob,

    I understand what you’re saying, and yes, there’s more to personalization once you’ve gathered more customer information. Many people associate personalization with recommendation engine/cross selling like Amazon’s “things you might like” based on information voluntarily provided through a registration form, purchase, survey etc.

    Sitebrand chose to focus on delivering experiences that feel personalized upon a customer’s first visit, with no other information than what you can extract with geoIP and keyword referral recognition. Sometimes that’s all you have to work with. And kicking off the customer experience with your site with some level of reinforcement/relevance can influence a customer to stick around and eventually share more personal information with you.

    Your feedback is valuable, Bob. It reminds us presenters, bloggers, copywriters etc. that clarity is important and sometimes it is an attendee/reader’s first encounter with a topic.

    I have to say, though, 29 minutes is not a lot of time to cover much ground. It’s a luxury to have some time at the end for attendee Q/A to clarify terms and definitions :)

  3. Thanks for doing this recap Linda. And Bob, I totally appreciate your input! The truth is Sitebrand is experimenting with the 29-minute webinar format. And as Linda says, it clearly doesn’t leave a lot of time for Q&A, clarification, etc. ;) And it puts a lot of pressure on us delivering a clear message that meets the promised take-aways of the webinar invite.

    Re 29 minutes vs. the typical 60 minutes, our rationale is pretty simple. We believe everyone is totally swamped! That said, it’s often difficult to steal an hour for webinars. But 29 minutes, that seems less daunting.

    The goal of every 29-minute webinar is to provide quick educational snippets, or teasers if you will. We want to help e-marketers think differently. We want to introduce them to some great partners, like Elastic Path for example! I hope you noticed I’ll be speaking with Jason on March 6. And then we’ve got one planned with CoreMetrics on March 25…and so on.

    So even though we are a proud vendor of web personalization technology (oops I mean “a leader in providing on-demand solutions for personalization, persuasion and conversion”), we don’t want to have personalization be the full theme of every webinar. We want to touch on the many channels, strategies and tactics that impact conversion.

    For this particular webinar, we wanted to really focus on the online customer experience… specifically how conversion is a result of how customer behaviors are met and responded to.

    All this said, your valued input will be included in our post-mortem. Thanks so much and have a great day!

  4. Thanks,

    Now I’m checking the Offermatica tool for personalisation. I’m interested in applications of such tools.

  5. This is really interesting. I’ve used GEO IP before as it is a really powerful means to increase conversions and user retention.

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