Personalizing for engagement: Retain customers at every touchpoint
Tailoring content based on customers’ engagement metrics – browsing history, cart abandonment or exit intent – helps you to retain customers at every touchpoint and increases the likelihood that they’ll finish a transaction.
In this blog, I use fictitious case studies to illustrate how Sitecore Personalize can deliver personalized content to customers depending on their level of engagement.
Browsing history
You can increase the time a visitor spends on your website by showing them more of the type of content that interests them. This ‘recommended content’ is produced by an algorithm that uses the content a visitor has previously engaged with, plus wider internet browsing history and demographics – to calculate their interests.
The News.com team used this approach to increase click-through rates and time spent on their site. They implemented a recommendation-engine, powered by machine learning that could analyze user data in real time to deliver recommended articles for every website visitor. These articles were shown under ‘recommended reads’ on the News.com page.
Cart abandonment
Sending personalized follow-up emails or displaying incentives to users who have abandoned their shopping carts can encourage them to stay engaged with your brand and complete their purchase.
Let’s consider a customer, Nikhil. He’s a middle school soccer coach and he regularly purchases soccer-related products online from the sports supply store, WeSports. A big tournament is coming up and Nikhil is considering buying a foldable soccer bench for the games. He sees the bench as a “nice to have” if he has a leftover budget.
Nikhil browses for a foldable soccer bench on WeSports. He finds a product he likes but it’s a little over budget. He adds it to his shopping cart but decides to close the page and doesn’t complete his purchase.
WeSports’ SmartHub CDP system is running a retargeting campaign that tracks cart abandonment and makes offers based on customer behavior and purchase history. The campaign sends an email to Nikhil, reminding him about the item in his cart and offering him a discount of 20% as he’s a VIP customer.
Nikhil is delighted to see the offer in his inbox and returns to WeSports to purchase the foldable soccer bench.
WeSports continues to use SmartHub CDP to track the performance of its retargeting campaign and fine tune to increase click-through and conversion rates.
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Exit intent
Showing personalized exit pop-ups to users who are about to leave your site can increase the chances they’ll complete their purchase.
Homebody, an eCommerce website selling furniture, uses a variety of techniques and messaging to ensure visitors finish their transactions before leaving the website. The pop-up shown is determined by the user’s behavior history and whether they are a first-time visitor or returning customer.
First-time visitors may see:
·?????? A compelling headline such as "Wait, don't go!"
·?????? A persuasive message that highlights a concern "Did you forget something in your cart?"
·?????? A reminder of the items in the user's cart with product names, images, and prices
·?????? A prominent call-to-action (CTA) button, enticing the user to "Complete your purchase" or "Continue shopping"
Returning customers will see the same pop-ups as first-time visitors but they may also receive secondary CTA options such as “Save for later” or “Apply a discount”. By leveraging a range of messaging, Homebody is able to encourage more visitors to stay on its site and complete their purchase.
Following my previous blogs in the series.
Personalize your engagement strategy
Personalizing content based on a customer’s engagement rating is a valuable strategy to attract new customers and prevent churn. To see what else is possible with Sitecore CDP and Personalize and to learn how Avanade can help you create a solution centered around your personalization objectives, visit our dedicated Sitecore page https://www.avanade.com/en/technologies/sitecore