Personalise to Convert: A Guide for Sales & Marketing

You know those sites that know exactly what you're looking for before you even search for it?  

From product recommendations and targeted email campaigns to customised website layouts and exclusive offers, personalisation can transform the way you interact with your customers.

By understanding and addressing the unique needs and preferences of each customer, you can create deeper connections, increase engagement, and drive those all important conversions.

What is digital personalisation?

Digital personalisation involves tailoring a website's content and experience to individual users based on their preferences, behaviours, and demographics.

The rise of personalisation

The concept of personalisation has gained significant traction in recent years, fuelled by several factors:

• Advancements in technology: The proliferation of data collection tools, analytics platforms, and AI-powered systems has made it easier for businesses to gather and analyse customer data.
• Increasing consumer expectations: Today's consumers demand personalised experiences that cater to their unique needs and interests. They are more likely to engage with brands that understand and anticipate their preferences.
• Success stories: Numerous case studies have demonstrated the effectiveness of personalisation in driving business outcomes. For example, Amazon's personalised product recommendations have been credited with a significant portion of its sales.

How will personalisation look in the future?

As technology continues to advance, we can expect personalisation to become even more prevalent and sophisticated in the future. Here are some key trends to watch:

• Hyper-personalisation: Businesses will strive to deliver highly personalised experiences based on a deep understanding of individual customers, including their real-time context, emotions, and intentions.
• AI-driven personalisation: Artificial intelligence will play a crucial role in enabling hyper-personalisation by analysing vast amounts of data and making intelligent predictions about customer behaviour.
• Omnichannel personalisation: Personalisation will extend beyond the website to encompass the entire customer journey, including in-store experiences, mobile apps, and social media.

Ethical considerations: As personalisation becomes more advanced, businesses will need to address ethical concerns related to data privacy, consent, and bias.

Personalisation in numbers

To illustrate the growing importance of personalisation, consider these statistics:

• Consumer expectations: According to a study by Forbes, 80% of consumers prefer companies that provide personalised experiences.
• ROI: Personalisation can deliver significant ROI. A study by Evergage (Salesforce) found that personalised campaigns can increase revenue by up to 15%.

Next steps

Personalisation is no longer a luxury; it's essential for marketing and sales teams in today's competitive e-commerce environment.

By using data, technology, and a deep understanding of customer behaviour, you can create tailored experiences that drive conversions, increase customer lifetime value, and build brand loyalty.

Ready to learn more? Our experts can guide you through the steps you need to take to start using personalisation.