How I used the information that potential customers gave me to create personalized ads and increased conversion rates.
Creating marketing campaigns is difficult enough, creating successful campaigns is an even bigger challenge for online marketers and e-commerce professionals, but it doesn't have to be. When creating a campaign we want to be sure that the information that we are sending to our audience is relevant. Take for example Danny's Cycles, we don't want to send you ads for kids bike if you don't even have children and it's not a product you're interested in.
This is why I started personalizing our ads. You may be wondering how I know what customers want and it's pretty simple, they told me. This was a multi-step strategy that we used to help increase conversion rate.Conversion rate measures the number of users who converted as a percentage of the total number of users that visited your site. The higher your conversion rate, the more effective your content.(Conversion Rate: What Is It & How to Calculate It, n.d.).
First, I designed an ad campaign that centered around test riding bikes. This is a logical first step in a customers journey in buying a bike. They want to get a feel for the bike. This campaign was more general and target existing customers and new customers.
When a customer came in for a test ride they needed to fill out a waiver to before going out. I implemented a digital waiver at all of our locations that would require the customer to provide their contact information, and information about which product they were testing.
Now that we had this detailed data about the customer, we would import it into our email marketing platform, and create segments or tags based on interest. This way, we have a list of potential customers, and attached to their profile is information about products that they may be interested in, that they have provided to us. This worked on existing customers, because it also helped us update their records
Now, when I go to create email campaigns, I can make sure that those customers see products that are related to their interests. Consumers, advertisers and publishers alike reap benefits from relevant advertising(Doty, n.d.).
Utilizing personalized ads has help increase our conversion rate from 3% to about 5% and we also noticed a decrease in un-subscribers and and increase in open rates. So I'd highly recommending trying to personalize your next ad campaign.
sources:
Conversion Rate: What Is It & How to Calculate It. (n.d.). Mailchimp. Retrieved July 12, 2023, from https://mailchimp.com/marketing-glossary/conversion-rates/#What_is_a_conversion_rate%3F
Doty, D. (n.d.). A Reality Check On Advertising Relevancy And Personalization. Forbes. Retrieved July 12, 2023, from https://www.forbes.com/sites/daviddoty/2019/08/13/a-reality-check-on-advertising-relevancy-and-personalization/?sh=995e1467690f
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