What Is Zeta’s Approach to Website Personalisation?

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.

A data-driven approach to website personalisation

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).

Zeta’s solutions to website personalisation

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.

Overlay

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.

In-page

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).

Site optimisation

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.

Landing page optimisation

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.

Key use cases to deepen engagement on your website

Since overlays and in-page are the easiest website personalisation features to implement, let’s unpack some of their fundamental use cases.

Overlay 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 use cases

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’).

The benefits of working with Zeta for website personalisation

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…

Uncover real-time insights of each consumer on your website

Through accumulated website activity on the individual level, you can continuously enrich data to enable 1:1 personalisation on your website.

• Track each customer’s real-time website activity, including products of interest, levels of engagement, conversion history, etc.
• Tie onsite activity to signals from offline CRM data to create a holistic customer view.

Scale your personalised interactions and content for each consumer

Create personalised experiences with content and messaging that reflects a consumer’s real-time interests.

• Target consumers based on their website activity and other signals.
• Personalise messaging, including interactions and in-line content based on any attribute.
• Encourage engagement by presenting relevant offers for each stage of the customer lifecycle.

Watch our recent webinar to uncover insights on how website personalisation can create engagement, drive leads, and nurture long-term customer relationships.