Effective personalization isn’t a case of set and forget. It requires ongoing monitoring and fine-tuning to make sure you’re delivering content that resonates with your audience, converts shoppers into customers and continues to do so amidst fluctuating digital trends and consumer tastes.
As well as testing and optimizing the content that you display to your audience as a whole, it can be valuable to get granular and optimize your marketing within different customer groups or segments.
Keep reading to discover 8 ideas for optimizing content for different customer groups.
1) Within markets
Test different content and marketing approaches for different markets. For example, if your business operates across multiple countries and regions, try testing different wait times for your triggered emails across each country/region to determine whether a distinct approach is needed for each market and optimize accordingly.
Learn more: What are triggered emails and how to optimize them
2) New and existing customers
New and existing customers have different wants and needs from your business, so it’s worth testing the content you display to each segment. For example, test which types of product recommendations work best. You might find that bestsellers work better for new customers, whereas existing customers might be more likely to click through to new arrivals.
Learn more: How to get started with optimization for product recommendations
3) Basket value
Have you ever wondered whether the value of a shopper’s basket makes a difference to your cart abandonment strategy? Now is the time to find out and optimize. Split your cart abandoners into higher basket value vs lower basket value and test variables such as wait time. You might find that higher value baskets require more consideration, and therefore a longer wait time.
4) Basket contents
Similarly, the contents of a shopper’s basket could impact which type of marketing content is most likely to generate results. For example, if shoppers have products in their basket with upsell opportunities, try recommending those upsell products on the cart page. If they don’t, recommend ‘impulse buy’ products instead.
5) Page of website
Certain marketing tactics and content might work best in different parts of your website. For example, try testing higher price product recommendations on various different pages, such as cart page vs product details page.
6) Device
Different content might work best across different devices, such as web vs mobile. For your mobile experience, you could test displaying a condensed banner, as opposed to a chunky banner for your web experience.
7) Number of purchases
Splitting your customers by number of purchases can be an effective way to uncover your most loyal customers. You can then test different marketing tactics and approaches to see what works best. For example, try testing different types of product recommendations for repeat purchasers vs customers who have only purchased once from your business.
8) Traffic source
You could test different types of content for your paid traffic vs organic traffic, such as data capture tactics to ensure you’re capturing the maximum number of email addresses of any paid for traffic. This could involve testing different incentives, for example.
Learn more: How to get started with optimization for data capture
Final thoughts
With Fresh Relevance, optimizing for different customer groups is easy. Our Contextual Auto Optimize tool can be used to automatically test and optimize your content based on a user’s context, such as their location, device type or number of products browsed.
If you’d like to learn more about optimizing your content with Fresh Relevance and you’re already a customer, join our live Fresh Focus training sessions on testing and optimization. If you’re not already using Fresh Relevance, book a demo to find out how your business can achieve your optimization goals with us.
