Using personalization to increase conversions

As you learned in previous articles, the idea behind personalizing parts of your website is to make it more relatable to sets of visitors. The same applies to conversions - visitors are more likely to convert if they’re shown something they like and want more of, whether it be a newsletter or an actual purchase.

Here are some ways to think about optimizing conversions through personalization...

Targeted call-to-action / popups

A call-to-action (CTA) is an attempt to draw a visitor’s attention toward something, typically with the end goal being some type of conversion. For example, a “Sign up for our newsletter” button, leading them toward entering their email address. Similar to messaging (like header text), why not target visitors more specifically by changing the CTA text, color, or the result of clicking it?

Changing the request depending on the visitor

This involves completely changing the “action”. For example, one visitor sees “Download a free ebook” while another sees “Sign up for a trial”. The actions can depend on what stage of the sales cycle they’re in or what our end goal is for that visitor.

Changing the look of the CTA

Similar to our last chapter, this could involve something as simple as changing an image or the colors of the CTA to appeal more to a specific segment.

Conditional pop-ups

There’s no getting around them. They can definitely be effective, but can also quickly become irrelevant for some visitors. Why show a popup asking them to subscribe if they already had in a previous visit? Why offer them a free gift if they’re not qualified to buy for one?

Popups can become much more effective simply by showing them at the right time and to the appropriate audience. For example, we may have a “Free ebook” giveaway via a popup. Instead of showing it to everyone that hits the home page, let’s add some conditions:

  1. Visitor hasn’t already downloaded the ebook, AND
  2. Visitor hasn’t purchase something yet (otherwise we’d already have their email), AND
  3. Visitor came from a paid advertisement

These three simple conditions allow us to show the popup only to visitors for whom we don’t know their email and that are more likely to purchase (they came from an ad, so they have a certain level of interest). It becomes more relevant to visitors who qualify and doesn’t bother visitors less likely to fill it out to begin with.

Targeted recommendations

Big retailers are great at showing us other things we want to buy (Amazon, Under Armor). Why not incorporate something similar on your site? It doesn’t have to be as complex, but recommending something to a website visitor that they’re inclined to like could lead to increased engagement and conversion rates on your website.

Recommendations may include:

  • Other articles the visitor may like, based on what they viewed
  • Products the visitor may like, based on products they purchased, viewed, or what ad led them to your site.
  • Lead-capture content. For example, suggesting specific courses or ebooks based on what you know about them.

If you haven't already, be sure to read the other articles in our Website Personalization series which lead up to this one.