Article

5min read

Data Privacy and Driving High-Converting Traffic to Your Brand

AB Tasty Partner guest post from

Sarah Davis

Content Marketing Specialist at ROI Revolution

Noel Liotta

Business Development Manager at ROI Revolution

 

 

As digital practices have evolved, the ability to personalize and target messaging to the individual consumer has become increasingly accurate and powerful. 

If a brand can understand their audience and deliver the right message through the right channel at the right time, they can introduce their products to exactly the person who is intended to use them without cluttering the screens of users who will never be relevant (hence why the algorithms know to venture away from my screens with their sports balls and hockey merch). 

But this advertising strategy has a dark side effect: The increased ability to personalize could provide for personal data compromise.  Constant updates to privacy regulations has led to many advertisers taking two steps forward and one step back in the granularity of their marketing campaigns over the last few years.

Obstacles Increasing for Ecommerce Brands: New Privacy Initiatives Complicate Tracking

The latest privacy initiative from Apple calls on users to provide explicit permission for apps to collect and share data by enforcing a Tracking Transparency Prompt (ATT) in the App Store. Apps that do not adopt the prompt will be blocked from the App Store. Long-term impacts will include reduced tracking capabilities and reduced personalization opportunities for users. 

It is expected that this major privacy initiative means that the percentage of iPhone users sharing their unique Identifier for Advertisers with apps will drop from 70% to as low as 10%. 

Right now, the core area of the customer journey that will be affected is at the top of the funnel. The limitations that will be put in place most aggressively affect our ability to retarget consumers and to receive data back about demographic targeting. There is still a lot of uncertainty around the impact that it will drive.

Apple isn’t the only company taking steps to give users more control over how their data is used, Google announced earlier this month that they will not be exploring a third-party cookie alternative with the depreciation of the cookie next year. Third-party cookies will be phased in 2022. Instead, interest-based advertising cohorts and privacy-preserving APIs will “Prevent individual tracking while still delivering results for advertisers”. 

With consumers’ paths to brands becoming more restricted, it’s more important than ever to deliver a great experience to users on your site. At ROI, we often use the adage that a rising tide lifts all boats when it comes to implementing a conversion optimization strategy for websites.A site that converts well will not only make each dollar you spend on advertising more effective but also help your brand turn visitors into brand fans so you can earn more first-party data. 

 


On April 21st at 2pm, join conversion experts from AB Tasty and ROI Revolution as they unravel the complexities of elevating your customer experience through conversion rate optimization. In this live webinar, you’ll uncover:

    • Key personalization tactics to help you stay ahead of changing consumer behaviors.
    • How to structure your optimization strategy to fuel brand growth.
    • 3 ways to improve the user experience on your website.

Optimizing your website for conversions takes time, effort, and the right strategic partners. Register today for this webinar to kickstart your optimization journey.


2 Strategies for Testing Personalization

The brands that will thrive in data privacy compliance will be the brands that are able to earn trust and deliver great customer experiences – a process that can only be accomplished through an intentional customer experience strategy. 

Because site personalization relies on first-party cookies to understand who is viewing the webpage, AB Tasty is currently already in compliance with the new regulations and protected from the hurdles that advertisers face. As a shopper, my path to purchase becomes easier when that ad takes me to a new site and I’m able to easily find what I’m looking for. Conversion optimization has never been a more important part of your advertising strategy than today. Thankfully, there are a number of ways to introduce a spirit of testing and personalization into your customer acquisition strategy. 

Strategy 1: Add a prominent “Email Cart” feature for high consideration purchases. This will help you earn that email address for multi-channel marketing. When we tried this with one of our clients at ROI, we saw a 19.2% lift in conversion rate at a 93.8% confidence level.

Strategy 2: Try a featured testimonial on your mobile cart. Adding a future customer for marketing purposes is a great way to improve conversions someday, but improving conversions is a great way to improve revenue from your advertising today. By improving customer confidence with a strong testimonial at the cart layout, ROI increased one brand’s conversion rates by 6.43% at a 96.5% confidence level. 

While advertisers still have opportunities to be relevant and respect user privacy restrictions, it is expected that changes will continue to roll out with relatively no end in sight. But who ever got into the ecommerce business because they didn’t like change? 

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Article

6min read

5 Examples of Personalization Done Right

2019 is officially a wrap. To get 2020 off to a good start, we wanted to highlight some of the best personalization campaigns we’ve seen over the past few years. Some are oldies but goodies, others hot off the press. From the travel to media industries and more, here are some great ideas to help you bring even more relevant experiences to your customers.

SaaS: Spotify Still at the Top

Spotify has gotten a reputation – like Netflix and Amazon – for being at the top of the personalization game, and with good reason. Their personalized lists of music, not to mention their hilarious ads, are savvy uses of consumer preferences and data.

In 2019, they didn’t disappoint. A nicely curated ‘Your Top Songs 2019’ list appeared at the end of the year on the app, to help ring in the New Year with just the right tunes.

Spotify Personalization

Travel: EasyJet Tells Personalized Client Stories 

2015 was a big year for the airline easyJet, as it marked their 20th anniversary. If you’d flown with the company, you may have received an email like the one below. It outlined all of the destinations easyJet had taken you to, and suggested some for the future, like a visual scrapbook:

easyjet personalization
Wishpond

 

We like this kind of personalization approach – it tells a pleasant story, reminds you of all the good times you had with the brand, and is very social media friendly.

Recently, easyJet announced more personalization plans for their new package holiday plan to be rolled out in 2020. 

Digital director for easyJet and easyJet Holidays, James Hardy, told Marketing Week, “We will also be launching a raft of new features over the next six months, with the aim to be the most personalised booking site in travel.” We can’t wait to see what they’ll be offering!

Media: The New York Times Perfects its Personalization

This past spring, according to Nieman Lab, the NYTimes went a step further than ever before in the name of personalizing the experience of their readership. The creation of their ‘For You’ section – at launch, only available on iOS – aimed to make it simple for readers to access more of the content they’re interested in. The benefits of this kind of personalization range from creating more engaged readers (which equals more subscriptions and sales), as well as potentially exposing them to a wider range of journalism. In other words, “consider For You one effort to widen the reader’s awareness of stories that would otherwise seem hidden…

What we like about this campaign is its conscious effort to avoid ‘filter-bubbles’, and the fact that it’s based on active personalization. The judgment of journalists is still taken into account, and the preferences of readers, used to determine the content shown in ‘For You’, is based for the most part on what they purposely choose: 

NYTimes personalizationFor You Personalization

Fashion: UNTUCKit Knows how to Customize

More of a product customization approach than a standard personalization campaign, the fashion brand UNTUCKit lets you build your own shirt on their site. With their simple sizing approach and online customer profile, the store already makes it easy to find exactly the right match for you. But if you want to go a step further and build a shirt to your particular specifications – from fabric to styling to pockets – they make this easy, too.

Customization Untuckit

Want to make that purchase extra special? The company even offered free (limited time) monogramming.  We like the simple, no-frills approach to customization from a brand that’s all about helping customers get the right look and feel for them.

untuckit monogramming

Social Media: Facebook Year in Review

Like the easyJet example above, Facebook has for a while now offered a nice overview of users’ top moments showcased on the platform, called the Year in Review. 

Facebook Year in Review

You can access a nice video of the highlights of the year that you can share on your wall if you like. With many people using Facebook and other social media sites as personal scrapbooks, this is a simple, feel-good way to round of the year that we can get into.

Takeaway

Personalization doesn’t have to be overly complex or ridiculously data heavy. Even simple ideas can go a long way in increasing brand awareness, loyalty, engagement and sales. It can also just be pure fun. Whatever your business, we’re sure you can find some inspiration in these examples and get your personalization strategy flowing in 2020.