Commentary

Real-Time Personalization Boosts Lift and Conversion

According to Researchscape for Evergage, reported by eMarketer, 58% of marketers worldwide used real-time personalization, data-driven personalization completed in less than 1 second. Among the 42% not using it, nearly eight in 10 intended to do so within the next year.

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Personalized Web Messages/content Used by Marketer (% of Respondents)

Content Type

% of Respondents

Pop-ups (messages that appear anywhere on page)

53%

Inline content (text or images inserted dynamically within page content)

53

Information bars (messages across top or bottom of page)

43

Callouts (short explanatory messages to call attention to specific items on the page)

41

Inline edits (texts or images that change or replace existing page content)

27

Survey questions (Interactive polls/surveys selectively added/inserted to page content)

22

Source: Evergage/Researchscape, June 2015

44% of users said that websites were the main channel for real-time personalization, while just 17% used mobile websites, 13% web apps and 9% mobile apps. And, according to a Wayin study, 57% of US marketers included personalizing digital content based on interactions in their real-time marketing.

The study found that real-time personalization had big payoffs across the board, and the biggest involved customers. Nearly three-quarters cited increased visitor engagement as a main benefit from real-time personalization, and 54% also said it improved the customer experience. On the dollar side, users reported increased conversion rates, lead generation and ecommerce revenues.

Leading Benefits From Using Real Time Personalization (% of Respondents)

Benefit

% of Respondents

Increase visitor engagement

73%

Improve customer experience

54

Increase conversion rates

53

Increase lead generation/customer acquisition

45

Increase ecommerce revenues

34

Increase customer lifetime value/loyalty

28

Improve brand perception

26

Source: Evergage/Researchscape, June 2015

The study found that pop-ups and inline content were the most-used types of web messages and content used for real-time personalization by content marketers. Information bars on the top or bottom of a page as well as callouts pointing to various page content were each cited by more than four in 10, while inline edits and survey questions were used by around a quarter each, says the report.

Marketers were most likely to segment visitors and users for real-time personalization purposes based on:

  • The types of content they viewed (48%)
  • Location (45%)
  • Time on site (36%)
  • And navigation behavior (35%)
  • Around one-third segmented based on device, demographic data or buyer persona

Positive real-time marketing return on investment is boosting spending, and the report shows that respondents using real-time personalization had indeed seen good results. Fully 37% saw a 1% to 10% improvement in conversions due to such efforts, and 39% had seen a lift between 11% and 30%. It makes sense, then, that nearly 50% of respondents intended to increase their personalization budget this year.

Improvement/Lift in Conversion From Real Time Personalization (% of Respondents)

Conversion Change

% of Respondents

Negative (<0%)

3%

None (0)

11

1-10%

37

11-20

18

21-30

21

31-50

4

51-75

3

76-100

3

Source: Evergage/Researchscape, June 2015

For more information about this study, please visit eMarketer here.

 

 

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