Target Practice: Personalize Your Website to Create a Unique One-to-One Experience

TARGET PRACTICE 25% Targeting website traffic by customer segment to improve conversion rates is done only by 25% of digital marketers today. PERSONALIZE YOUR WEBSITE With a little targeting know-how, TO CREATE A UNIQUE marketers can begin customizing ONE-TO-ONE EXPERIENCE a website experience for every visitor. Your website traffic looks like this... NEW 74% 26% NEW VISITORS RETURNING VISITORS 78% 15% 7% DESKTOPS/LAPTOPS MOBILE PHONES TABLETS 40% 35% 19% 6% CLOUDY WEATHER SUNNY WEATHER RAINING SNOWING 89% UNITED STATES 11% INTERNATIONAL 32% 68% VIEWED ONE CATEGORY PAGE VIEWED MORE THAN ONE CATEGORY PAGE 37% 57% ARE LOCATED NEAR A ARE LOCATED NEAR COMPETITORS STORE ONE OF YOUR STORES ..so why do all of your website visitors see the same website? Targeting Techniques There are different types of targeting techniques that can be used to deliver the right message to specific customer segments. 60% 58% BEHAVIORAL TARGETING: GEOTARGETING What is it? Present messages Fast Fact: 60% of digital marketers What is it? Target visitors based Fast Fact: 58%% of digital who target website traffic by marketers who target website and offers based on a wide range on where they are located. customer segment use behavioral targeting to segment their visitors and customers. traffic by customer segment use of past and current website activity. geotargeting to segment their visitors and customers. LOADING. 7% TECHNOGRAPHIC TARGETING WEATHER TARGETING: Fast Fact: Leveraging local weather data to better match shopper Fast Fact: Non-computer devices accounted for almost 7% of all US What is it? Show different What is it? Create weather-based priorities can help you win more business, come rain or shine. offers to website visitors based promotions and messaging around website traffic in August 2011. on their different hardware and various software settings. current local weather conditions and refine by local temperature, heat index, and wind chill. Cheat Sheet of Targeting Techniques: RECENT AVERAGE ORDER SIZE TYPE OF WEATHER OUTSIDE DISTANCE TO WAREHOUSE SCREEN RESOLUTION/WIDTH STATE/CITY/COUNTRY SITE VISIT FREQUENCY TAX-FREE STATE OPERATING SYSTEM CURRENT TEMPERATURE RECENT/LAST PRODUCTS PURCHASED MOBILE DEVICE TIME/SHIPPING ZONE PURCHASE FREQUENCY WEB BROWSER PRODUCTS VIEWED ZIP CODE RETURNING/NEW CUSTOMERS Specific Example Using all of these targeting techniques, marketers can direct a more relevant offer to a specific individual: 30-year-old man living in Seattle is a big football fan Offered a 25% coupon to come into the store and purchase a local team poncho. He's near one of your stores using an iPhone on a rainy day. YOUR STORE Bottom Line: Targeting will benefit consumers by creating a more efficient, individually-tailored online shopping experience resulting in higher conversions. monetate SOURCES: ECONSULTANCY.COM, COMSCORE Follow @Monetate on twitter