I have never been one to pay much attention to online ads—sure, every once in awhile something catches my eye, but the majority of the time, no thanks. That being said, Facebook ads have changed the game—simply and dramatically. They are manufactured to personalize my web experience and get me to convert. And they work—I just bought tickets to a concert this summer after being encouraged by an ad in the sidebar, surely placed there due to my profile-listed interest in that band.
Personalizing the web experience provides you with a legitimate solution to convert web surfers to shoppers, and shoppers to buyers. Relevancy always wins, and ExactTarget Sites give you a leg up on the competition by allowing you to leverage your subscribers’ preferences and provide the most engaging content to each and every person. Here are a few tips on applying personalization and dynamic content, and pushing your subscribers through the purchase cycle:
1.) Provide a clear path to conversion: Dynamic content is effective because it catches your subscribers’ attention with something relevant to them. Make that piece of content something your subscribers can click to convert, and don’t clutter the page with other links and information that will allow them to wander.
2.) Test and react: Not only should you see which pieces of content are most effective overall, but make sure to monitor who is clicking certain links. This behavioral activity can help you better understand your subscribers in order to provide more relevant content going forward.
3.) Keep your cool: A well-placed piece of dynamic content with a clear call-to-action will go a long way. But don’t go overboard—too much in this department can be a little creepy.
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