Data-backed personalisation lifts conversion rates

Written by Melanie Smith: Digital marketing manager.
· 4 minute read

Personalisation is a hot topic in the marketing world at the minute, and it’s not surprising, with stats such as 98% of marketers agreeing that personalisation helps to advance customer relationships,  and personalised CTA’s reporting a 202% better conversion rate than default versions.

Despite the rising trend, many marketers are still relying on the most basic forms of personalisation, without utilising the power of data.  This level of personalisation can fall short of customer expectations and fail to make a significant impact on their experience.

Basic personalisation techniques commonly used by marketers include addressing customers by their first name, and offering customers birthday rewards and incentives. However, Econsultancy found that only 8% of consumers feel encouraged to engage with a brand that addresses them by their name, and only 7% are likely to engage with a birthday themed email.

A strategy that considers real data can take personalisation to the next level, with 51% of b2b companies reporting a significant lift in conversion rate after implementing a data-backed personalisation strategy. 

Why is data backed personalisation so effective?

Data allows brands to take into account customer interests and behaviours to create a highly targeted experience, predicting what the customer wants before they even know it themselves.

When Starbucks launched their app in 2011,  they were able to start collecting powerful data around their customers preferences and past activity in order for them to send personalised messages (in the form of food / beverage offers) to users. Through the use of data, every offer is suited to each individual user.

Through data lead personalisation, Starbucks saw a 3x increase in marketing campaign effectiveness.

How data can enhance personalisation

Every single action a visitor makes – be it a click, a pageview or a purchase, helps to build a picture of their behaviour. Eventually, this data can help your business to determine which behaviours most often lead to a conversion.

Many marketers incorporate basic personalisation based on who the visitor is, however with data, we can build a personalised experience based on what visitors do on your site, and their behaviour. 

By utilising the data you already have, your brand can take its personalisation strategy to the next level, improving your customers experience, and lifting conversion rates.

If your brand needs help implementing a data backed personalisation strategy, get in touch, we’d be happy to help!