Archive for the ‘segmentation’ Category
Going the extra mile
Yesterday I stumbled upon this blog post http://www.nonlineblogging.com/blog/2010/2/11/dont-be-mr-average-why-averages-are-a-bad-bad-thing-in-digit.html and it’s right on.
If you think about it, you can’t really improve conversion rates unless you start segmenting your traffic and identifying those under-performing segments. Sure it takes time but compare it to the investment you make in acquiring media and driving visitors to your website. Go the extra mile: segment your traffic, figure out which segments are not converting and target them with relevant and personalized messages. Improving conversion rates for these segments is the only way to increase the average.
Optimization, segmentation and dynamic targeting
I saw a few discussions on LinkedIn Answers about dynamic content and I realized there is some confusion about the term and what it means. People confused dynamic content with website optimization. I wanted to clarify the difference here.
There is a fundamental difference between optimizing content based on a/b testing using tools such as Google Website Optimizer and serving targeted content based on manual or automatic segmentation rules. The first means someone creating multiple versions of a webpage and then activating a tool to measure which page variation is the most effective in achieving a certain conversion goal.
When we talk about Dynamic content in the segmentation/targeting space we mean that content will change dynamically based on visitor’s attributes and intent: for example promotional banners will change based on search keywords or Geolocation data. Of course it’s important to run testing on dynamic targeted content to measure its impact on conversion rates and sales but this testing is very different than the a/b testing done for optimization.
Increasing PPC campaigns ROI using optimized landing pages
A few days ago a merchant contacted us as he wanted to increase conversion rates by adding personalization to his e-commerce site. We took a quick look at his site and noticed that he’s spending almost $1000 on Google Ads per day and his value proposition was mainly low prices. He was advertising a sale on almost all of his ppc campaigns.
When we clicked on one of the ads, and arrived to a landing page there was nothing on the page about the big sale which had been promoted in the ppc campaign. In addition the “Retail Price” was not listed on the page so customers who landed on the page and were expecting to see a big sale were disappointed and left the site.
If you are spending so much money on ppc, you can easily increase your ROI by personalizing and optimizing landing pages to reflect the message which brought the customer to your e-commerce site in the first place. In this case adding a “big sale” banner for the ppc segment and showing the list price would definitely move shoppers in the right direction.
We also recommend that you do not stop in personalizing landing pages but also show targeted messaging through out the session or even on return visits for customers who arrived with a specific intent (in this case to benefit from a sale).
Segmentation and targeting service released!
We have recently added a new member to our eCommerce Personalization suite: meet our post click segmentation and targeting tool.
The tool allows marketers to define highly targeted customer segments and present visitors with relevant personalized messages and product offers throughout their shopping experience. If shoppers arrive from your Google Campaign why not welcome them with the same message/offer you had on your Ad copy?
No coding , no IT , 5 minute implementation
Like our other services, the new segmentation tool is built on top of our Zero Integration technology and is utilizing a Software-as-a-Service (SaaS) delivery model, and thus can be implemented in a few minutes. No coding, no back end integration we do it all.
Add content anywhere
You can add personalized content on virtually any page of your your website and tie it directly to search terms, referring urls, or referring marketing campaigns that brought the customer to your website. You can decide on which pages the content will be visible and do it yourself in a few minutes without IT involvement.
We understand your catalog really well
Our technology automatically extracts deep catalog information from the site HTML pages so you can go beyond banners and target visitors with individualized product offers.
Social media integration
We introduced some innovative features which allow marketers to develop intimate relationships with customers and target them based on profile information from Facebook. These features are enabled if we you using one of our social shopping application.
We kept it simple
One of our design principles was to keep it simple. We’ve developed a clean, simple yet powerful tool that can be used without training by any marketer.
Feel free to drop me a line at ido at barilliance.com if you want to test drive the tool