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9 (On-Site) Personalized Marketing Strategies Your Competitors Aren’t Using

  • Conversion Rate Optimization

We talk a lot about personalization on our blog. And with good reason: it’s common knowledge you need to personalize your copy, engage visitors on exit-intent, reward returning visitors, and so on.

But because it’s common knowledge, it means everyone is doing it.

And if everyone is doing it, then your marketing won’t catch the attention of your target buyer.

The truth is, anyone can add a merge tag to an email or retarget visitors with Facebook ads. But few marketers take personalization to a new level and deliver a unique customer experience.

And that’s what I’ll show you in this post. Today, I’m going to give you 9 never-before-seen examples of how you can personalize your on-site marketing campaigns to the individual visitor using our new feature, SiteData.

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1. Promote New Brand Arrivals Based on Search and Filter

If you sell products from different brands, it’s not always easy to know which brands to promote to visitors. (This is especially true if you sell a product line from more than one brand.)

In an ideal world, you want to guide your visitors to the newest arrivals from multiple brands. And with SiteData, it’s never been easier.

When a visitor searches for a specific brand or chooses one in your product search filter, you can trigger a campaign and promote the newest arrivals from that particular brand.

Showing visitors new brand arrivals increased the likelihood they’ll buy from you because it reduces their need to sift through multiple product pages to find what they’re looking for.

Want a Similar Campaign on Your Site?

Watch the video below to learn how SiteData can help you increase your customer’s average order value. (Or, if you prefer, you can read our FAQ.)

2. Offer Special Deals Based on Cart Quantity

Inviting customers to buy more to save more is a clever way to nudge buyers to spend more (providing the discount you’re offering doesn’t exceed the price of the products).

But did you know you can also personalize offers for visitors and ONLY reward those who add certain items to their cart?

Let’s use an e-commerce example. When a visitor adds a product to their cart, an event is sent to your data layer with information about the product.

(Note: A data layer is a JavaScript object that is used to pass information from your website to your Tag Manager container.)

With this information, you can trigger a campaign when a certain product is added to the cart and inform visitors about a special offer on a certain product.

For example, if you sell socks, your campaign could look like this:

This is a great way of increasing your order values without coming off as too “salesy”.

3. Customize Messages Based on Basket Value

If there’s one thing consumers love, it’s freebies. But, surprisingly, in many cases, consumers are willing to pay to get freebies.

I know, it doesn’t make sense. But it all comes down to what they’re paying for.

For example, shipping is something few shoppers want to pay for because they’re already paying for the product they want. But they don’t mind paying for an additional product to qualify for free shipping. (One study found that as much as 24 percent of shoppers are willing to spend more to qualify for free shipping.)

So, if you offer free shipping on orders above a certain threshold, visitors are more likely to add more items to their cart and pay more to qualify for free shipping.

That’s why it’s a good idea to tell visitors and customize your message based on their basket value.

For example, if a visitor has added products worth $40 to their cart, you can trigger a campaign with recommended products and tell them how they can get free shipping if they add more to their order.

You don’t want to disturb visitors during checkout, of course, so use a subtle teaser to tell them they can get free shipping. If they click the teaser, you can tell them more and show recommended products that go well with what they already have in their cart.

On the other hand, if a visitor’s basket value is above $50, you can tell them that they’ve qualified for free shipping if they’re about to abandon their cart.

Here’s what that could look like:

This is a great incentive to convince abandoning shoppers to return to their cart and complete their order.

4. Use Login-Specific Campaigns

I’m a big fan of rewarding people when they deserve it. But I also believe you shouldn’t reward visitors with discounts unless there’s a reason for it.

Offering rewards to loyal customers is a great way to boost their exclusivity and give others a reason to follow suit.

If, for example, you have a loyalty program where users log in to their personal account, you could use a login-specific campaign that ONLY triggers when visitors are logged in.

Here’s an example:

Then you can show a different campaign to those who are not logged in and offer an incentive to join your loyalty program.

By doing so, your campaigns become more relevant and increase your conversion rates manyfold.

5. Trigger Campaigns Based on Video Watch Time

More marketers are now using video in their marketing, and for good reason: it works. Inviting visitors to watch a video on your site is a great way to engage and educate them about your product in a fun and easily digestible way.

But what happens after a visitor watches one of your videos or only part of it?

Ideally, your video should move prospects down your sales funnel. And one way to do that is to show a campaign to visitors who have watched a certain percentage of one of your videos.

Let’s take an example.

Let’s say you have an online store selling make-up and other beauty products, and you have tutorial videos to show visitors how to use your products to get the look they want.

A visitor watches 75 percent of a tutorial video on how to create the perfect smokey eyes featuring five different products.

Assuming the visitor is interested in the product, you could show a campaign at the 75 percent mark featuring the products from the video and an “add to cart” call-to-action.

Here’s an example of what that could look like:

The chance that this visitor would add one or more items to their cart is much higher at this point than if they had to find the products on their own.

Plus, with a campaign like this, you reach the visitor at just the right moment with the right message that’s relevant to what they’re watching.

6. Cross-Sell Related Products

Today’s consumers are bombarded with ads and promotional messages. But despite this trend, companies that deliver a personalized shopping experience to their visitors sell more.

In fact, research by Evergage found that 45% of consumers are more likely to shop on a site that offers personalized recommendations. Furthermore, 56% of online shoppers are more likely to return to a site that offers product recommendations.

Many sites already offer product recommendations on their product pages. But what if you could take it one step further and offer personalized product recommendations based on the product a visitor adds to their cart?

Well, now you can.

Imagine a visitor adds a pair of basic jeans to their cart, and you want to show them your basic t-shirts that go well with these jeans so you can increase their order value.

One way to do that is to show a Slide-In campaign, like the one below, showing the t-shirts when the jeans have been added to the cart:

With this strategy, you can personalize your product recommendations to the product category and only show it to visitors once they’ve added a product to their cart.

7. Customize Surveys to Product Category

Customizing your surveys to the individual visitor is key if you want quality responses. Your thank you page is prime real estate for asking customers for feedback.

They just bought something and are excited to receive their product, thus, they’re more likely to answer any questions you might have.

An example could be asking for feedback based on what product category a customer bought, and provide an incentive based on that category.

Another example is to show a campaign on your thank you page and offer a reward in exchange for answering your questions.

If you sell electronics, you could have a campaign like this for anyone who buys a tablet:

You can also ask your visitors to answer questions directly in your campaign in multiple steps.

Here’s an example:

When you ask for feedback directly in your campaign, you avoid having to send visitors to a third party site to answer. (Plus, it’s much faster for visitors to answer.)

8. Offer Help After Visitors Have Browsed Multiple Pages

Sometimes it’s hard for visitors to find what they’re looking for on your site.

You want to make it as simple as possible for visitors to find what they need, and it’s why search and product filters are useful.

It’s also why e-tailers often have a contact page where visitors can get in touch if they have questions or need help.

The problem, though, is that today’s consumers are impatient when they shop online and if they can’t find what they’re looking for, they’re likely to go to a competitor site rather than “waste” time reaching out.

That’s why you need a way to identify visitors who have browsed multiple pages on your site and haven’t taken any action like adding an item to their cart or asking for help.

For example, if a visitor has browsed five different product pages without taking any action, you can assume that they haven’t found what they’re looking for. So, you could trigger a contact form asking if they need help.

Catch the visitors at the right time in the buyer’s journey and they’re more likely to contact you instead of leaving your site.

9. Pre-Segment New Subscribers Based on Website Behavior

I’ve already mentioned personalization more times than I can count in this post, but I’m going to mention it once more here again.

Did you know that you can personalize your email signup campaigns to visitors who have viewed certain product categories?

As long as you track the product categories your visitors are viewing, you can trigger a personalized campaign.

For example, if you sell clothing and you have both men’s and women’s products, you can create two different campaigns for collecting email addresses.

One for women and one for men. Then, your site data will determine which one to show.

Here’s the men’s campaign…

Here’s the women’s campaign:

See how the message and image are adapted to the gender?

It may seem like a small thing but it can have a big impact on your conversion rate.

You can even add a hidden field to each of these campaigns so it automatically sends the gender to your ESP along with your new signup without having to ask visitors for it.

START A 7-DAY FREE SLEEKNOTE TRIAL

Want to Personalize Your On-Site Messages?

Sleeknote has everything you need to engage your visitors, collect more leads and grow your revenue. Try Sleeknote today with our 7-day free trial. (No credit card required.)

Conclusion

Customizing campaigns to the individual visitor on your site not only increases conversion rates, but it also differentiates you from your competitors.

Today’s consumers are looking for new levels of personalization when shopping online, and it’s your responsibility to give them that on your site.

I’m not saying you should try all of the above strategies, but I am saying you choose one, to begin with, and test it on your site.

Remember, there are almost NO limits to how you can use our new SiteData feature. So, log in to our dashboard, create a campaign, and get your creative juices flowing.

Are there any of the above you’re ready to try? Leave a comment below.

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