Personalization pays. Whether it’s display ads, landing pages, or customized site content, shoppers like that personal touch. The fact is, when visitors to a retail site see personalized content they are more apt to buy. How much more? We’ve seen triple digit jumps in conversion from personalization and increases in revenue greater than 4X.
And now we’ve seen a data point that points to an explanation. According to a survey cited today by MediaPost 58% of consumers who shop online at least several times a month are more likely to click on an ad if it is personalized. This compares to 39% of consumers overall. In other words, serious shoppers take personalization seriously.
While the survey focuses on how personalization affects the decision to click, we can confirm that the “personalization effect” persists in the post-click experience. Here’s one example. A retailer who has no bricks and mortar stores added geo-contextual messaging that tied the retailer to the visitor’s local metropolitan area. The result? A 25% increase in revenue.
Bear in mind that we’re talking about simple personalized messaging, not giveaways, discounts, or promotions. In other words, that 25% increase in revenue comes with zero transactional cost. Not a bad return on making the effort to make visitors feel welcome, especially now we know visitors who appreciate personalization tend to be big spenders. It’s one more reason for e-commerce sites to be singing from the post-click song book: Hey Big Spender, let me personalize that page for you!
