By now, the concept of personalization is familiar to everyone in e-commerce. It involves creating content that is tailored and adapted to specific individuals. More and more brands are embracing personalization and the benefits are immediately apparent; generate more sales and higher income. The company just needs to collect customer data and use tools like CRM or CDP to personalize emails and web pages. It can be easy once you have top-notch, high-quality data to work with. But what happens if you don't? Can you customize content if you don't know about someone browsing your web page? Is anonymous visitor personalization possible?
WHAT IS ANONYMOUS VISITOR PERSONALIZATION AND WHY IS IT IMPORTANT?
To be clear, an anonymous visitor is defined as a first-time or unrecognized returning visitor. So, anonymous visitor personalization is the practice of creating customized online experiences for new or unrecognized visitors to your web pages. Admittedly, this kind of personalization can be difficult to achieve due to the scarcity of data. However, all ecommerce brands should still strive to capture this unknown audience for their importance.
Consider this incredible statistic: 97-99% of business website visitors falls into the anonymous visitors category. Therefore, a huge population of potential leads and customers can go untapped if the right steps are not taken. As important as it is to keep the well-known 1-3%, an e-commerce company cannot afford to neglect this larger group. They may be a means of increasing sales, revenue and subscribers. That's why it's important to bring them in; anonymous visitor personalization can help you with that.
HOW TO ACHIEVE ANONYMOUS VISITORS PERSONALIZATION?
Customizing web pages for unfamiliar visitors despite little data is difficult but feasible. By using contextual data – third party data, cookies, geolocation, etc. – it is possible to make an anonymous individual feel recognized and understood. Here's how to apply anonymous visitor personalization:
LOCATION BASED CONTENT
Knowing a visitor's location is easy. Geo-location API, IP address lookup and tracking cookies are examples of methods to detect geographic locations. However, the real display of innovation is in how you use this information. For example, offer to display content in the predominant language spoken in the visitor's part of the world. Another way to use location to achieve anonymous visitor personalization is to display prices in their local currency. They will no doubt appreciate not having to convert currencies for every product.
EDIT CONTENT BASED ON 1TP235CREATION SOURCE
While organic search is the most popular source of traffic for most websites, some visitors trickle in through social media, email marketing, or affiliate links. Their goals vary from one traffic source to another, and your website should personalize the content accordingly. For example, Facebook or Twitter users may be allowed to share information from your Page to their accounts. Likewise, you should be prompted from email sources to share content with their email contacts. This form of anonymous visitor personalization benefits your brand and the customer.
CREATE WEATHER BASED RECOMMENDATION TP235TLINGS
The weather has a major influence on the purchasing behavior of customers. For example, the clothes and accessories they buy in the summer will be vastly different from their winter choices. It therefore makes sense to adapt the displayed content to the prevailing weather conditions. This can be done with the help of geolocation technology and is a smart step towards anonymous personalization of visitors. Use your hero banner to display weather dependent content to show unfamiliar visitors that you understand their needs.
CREATE MOBILE FRIENDLY PAGES FOR MOBILE USERS
No one appreciates the stress of zooming in and out on their cell phones while browsing web pages. Not optimizing web pages for mobile viewing is an easy way to lose new visitors. Therefore, take the necessary step to adapt this as part of your strategy for personalizing anonymous visitors. Mobile users will appreciate the smooth user experience, which makes them more likely to become long-term customers.
In short, anonymous personalization of visitors is not as impossible as it once was. If your e-commerce brand is ready to do the hard work, there is plenty of data to work with. This form of personalization is an important first step to win new customers. Therefore, it should not be ignored, and the suggestions above can set you on the right path.