Why we’re all in on performance branding – and how it can transform your growth.

How Personalized Landing Pages Decrease Bounce Rates & Boost Conversions

Bryan Karas

September 13, 2018

Competing in Google search is no easy task – especially for smaller retailers. When you don’t have an ad budget the size of the Amazons, the Best Buys and the Wayfairs of the world, it’s hard to control when your ads show up or where your ads are placed.

But you do have control over something…

Every Ecommerce company has complete control over the experience a customer has once an ad drives a click to their website.

Lamps Plus figured this out by partnering with Certona and creating Google PLA ads that linked to personalized landing pages and product recommendations – the outcome decreased bounce rates by 22 percent.

Certona’s product recommendations are based off their predictive algorithm. They draw from paid search keywords, real-time shopper behavior and other information like device type, location and time of day.

More than just your [First Name]

Personalization is something companies still miss the mark on – they still think using someone’s first name in an email is personalization…and it was, back in 2010.

According to a study from Accenture, “48 percent of consumers have left a brand’s website and purchased somewhere else this year due to a poorly-curated experience — an increase over the 40% of consumers who did the same last year.”

So I guess knowing your customer and personalizing their experience is essential to any digital marketing strategy…

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Your website is your largest marketing channel and leveraging the experience shoppers have on your site, instead of net new shoppers, helps increase your revenue, conversions and AOV (average order value)…a lot.

Product recommendations are one way to optimize the experience of customers who are already on your site looking to buy…

Here are some ways you can leverage personalization on your Ecommerce store:

  • Use Data – search queries, product history, shopping cart items, geo/location and customer segments can all be leveraged.
  • Limit Product Recs – quality over quantity so don’t overload your customer with product recommendations.
  • Complimentary Products – offering complimentary products is the most effective way to upsell. Consider creating bundles or “complete looks.”

Here are some real Ecommerce company examples of personalization that absolutely kick butt…


How Two Outdoor/Survival Ecommerce Stores Saw a Monster Return Using Personalization

Blacks and Millets, two of JD Sports outdoor brands started implementing a personalized shopping experience using related product recommendations, rule based cross-sells and auto-generated product recs. For every pound JD Sports spent on personalization they made 291.7 pounds back – oh, and we’re talking about money, not how much I weigh…


Sh*t You Need to Know

FB now understands text in images

Responsive display ads roll out on Google

Here’s where you learn about Twitter’s new audio ads

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About the Author

Bryan Karas

CEO

On a mission to save businesses $100M in wasted marketing spend by 2026. CEO at Playbook Media/ GrowTal, Angel Investor, Startup.

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