Palantir and Zeta Global announce strategic partnership.Read News
Palantir and Zeta Global announce strategic partnership.Read News
Here’s something important to note: 80% of consumers are more likely to make a purchase from a brand that provides personalised experiences. That’s why the implementation of any omnichannel marketing plan must place emphasis on website personalisation. Doing so will maximise the impact of both your paid and owned media efforts. Translation? It will make it easier for you to turn website visitors into paying customers. So, how does Zeta’s approach to website personalisation create the optimal customer experience? This blog will dive into our comprehensive data-backed suite of solutions that can help enhance engagement across the customer lifecycle.
Everything we do at Zeta is backed by data (including our approach to website personalisation). Leveraging our Data Cloud within the Zeta Marketing Platform, marketers are able to derive key insights (including website content consumption and behavioral signals) from over 200MM U.S.-based consumers. This data provides a 360-degree view of each website visitor and is then activated to properly personalise your website.
There are two steps to successfully obtaining a holistic visitor view:
1.Identify and understand your customer
This can be aggregated transactional and behavioural data including sites visited, past purchases, shopping preferences, intent signals, and more.
2.Enrich customer data with third-party data
This is what powers successful website personalisation. Leverage a variety of first-party data including site data (page, frequency, recency, context), customer/CRM data (loyalty, value, purchase history), Zeta intent data (intender audiences, sentiment, consumption), and Zeta identity data (email, deterministic identities, location).
Once you understand your customer, you can start activating website personalisation features. At Zeta, we offer a wide variety of features depending on your brand-specific goals.
These are interactions above a website in pop-up form. Overlays provide flexible creation options and support various stages of the customer journey and business use cases. A great example of this can be seen with Everlane, which uses an overlay to offer new customers 10% off their first purchase if they provide an email address.
Better know as onsite recommendations, these are in-line offerings such as “you may be interested in.” These are typically a pre-defined size and placed in a specific position on page (e.g. when viewing a cart).
This feature is integrated with the structure of your website and organises content on parts of the page to personalise the experience. This feature allows for custom integrations but requires heavier implementation.
These are custom landing pages meant to drive traffic and are optimised based on conversion metrics (towards best converting). Similar to site optimisation, LPO allows for custom templates but requires heavier implementation.
Since overlays and in-page are the easiest website personalisation features to implement, let’s unpack some of their fundamental use cases.
The number one use case for overlays is acquiring new customers. This can be done through lead generation (quote requests and scheduling a consultation/visit), promotions (discounts and sales, or personalised messaging tied to paid media). To strategically acquire new customers through this feature, consider suppressing existing customers and engaging new visitors at the optimal time—not at the initial time of site visit.
Another use case for overlays is to drive conversion or avoid abandonment. Use product recommendations with a variation of sizes, colors, and styles as well as related products to grab attention. Moreso, implement incentivised messaging such as alternate styles/sizes, promotional discounts, or a countdown clock. Be sure to interact at the point of abandonment and re-engage on revisit for the best customer experience.
Lastly, overlays can be used to increase retention. Prompt returning customers to review or rate their last purchases, implement an onsite chat, and facilitate in-store returns. These strategies are all proven ways to encourage repeat purchases and drive lifetime value.
In-Page features are best used for product recommendations and content recommendations.
For product recommendations, consider leveraging promotional discounts and be sure to show a variation in sizes, colors, styles, locations, and categories (i.e. Recommended For You’). Personalised offers are also a great in-page tactic, and Zeta’s AI can determine the optimal product selection for each customer. In general, 70% of companies that use personalization involving AI see a 200% ROI or more.
For content recommendations, be sure to include a variety of images, messaging, and order (i.e. ‘Curated for You’ and ‘Top Stories’).
Zeta website personalisation tracks individuals’ real-time activity on your website and enables rich personalisation to boost conversion, increase order value, and enhance the overall customer experience. With our wide range of features you can…
Through accumulated website activity on the individual level, you can continuously enrich data to enable 1:1 personalisation on your website.
Create personalised experiences with content and messaging that reflects a consumer’s real-time interests.
Watch our recent webinar to uncover insights on how website personalisation can create engagement, drive leads, and nurture long-term customer relationships.
The Zeta Marketing Platform empowers businesses to offer highly tailored experiences driven by AI.