EXAMPLES OF EFFECTIVE PERSONALIZED MERCHANDISING ZONES
Any ecommerce site will have areas on each page where personalized content can be used. These areas are referred to as Zones. This personalized merchandising can take the form of banners, carousels, personalized product, category and brand recommendations or even HTML. Optimal Zone placement is key to maximizing your conversion rate. Here we give ideas on the best place to put your Zones based on proven techniques to generate more revenue.
Here are the page types discussed below:
- Global Zone
- Category Page(s)
- Product List Page
- Product Page
- Added to Basket Page or Pop-up
- Order Confirmation
- My Recommendations
- Content Page
- Search Results
- Landing Page
The zone placements on the examples below are highlighted in blue.
You can define a Global Zone that appears on all pages. This is useful for giving promotional information to an individual depending on their segment, e.g. 50% off for first time visitors or Free Delivery within the US for US visitors.
We recommend that you have at least a hero image or carousel Zone on your home. We have seen clients enjoy click-to-conversion rates of circa 11% using this personalization strategy.
We’d also suggest that you have at least 2 recommenders set to the AI setting on the homepage. In this way the software will provide personal recommendations to individuals as they visit your site.
You can setup merchandising Zones for specific category pages or all pages.
Product list page
The product list page shows the products within a specific category. You can configure PureClarity to show merchandising Zones specifically for a product list page by category or all product listing page.
We suggest that you put at least 2 Zones for recommenders on the product page. In this way, PureClarity will be able to give personal recommendations based on the product viewed.
You may also wish to include a Zone to hold an image under the product title. The admin user can set up the default campaign and segment Campaigns to show different images for different Segments for individual products. This is a useful technique if you want to give a highly personalized experience around a key product or category.
ADDED TO BASKET PAGE OR POP-UP
You could add a Zone on an ‘added to basket’ confirmation. In this way, PureClarity can suggest up-sell and cross-sell options based on individuals behavior and current shopping habits.
At the bottom of the basket it is worth putting at least 2 recommenders to show suggestions; PureClarity will be able to provide up-selling and cross-selling suggestions using basket content and previous behavior.
Order Confirmation is an ideal place to put at least 2 recommenders and a promotional image to the customer.
It is worth building a new page that includes up to 5 Zones for recommenders that includes ‘My Recommendations’. PureClarity will show a variety of recommendations.
You can place personalization zones on any content page.
You may want to consider putting an image Zone on the search results page and one under the filtered navigation to target Customer Segments.
You can place personalization zones on any landing page.
The principles above have been shown to increase online conversions. You may want to further optimize the solution by using the A/B testing built into PureClarity.
Interested in learning more? Get in touch and we’ll schedule a demo for a time that suits you. We’ll show you exactly how PureClarity works its magic, and you can ask all the burning questions you have about personalization.
From exploring new technologies to try and create a more tailored online shopping experience through to building customer and brand loyalty she has delivered growth targets in all her roles to date.
Jo, as well as loving her morning coffee, has a strong belief that data has become the new business currency and the more insight companies have into their customers behaviour the more they can tailor their marketing and eCommerce strategies to enable growth.