Before I get into this ongoing trend of keeping you all up to date on the most effective method of using web personalization I would just like to quickly introduce myself. As a Senior Account Manager here at Sitebrand for over 2 years I’ve had the opportunity to deal with several IR500 accounts. Being able to interact with these accounts has allowed me to expand my skills as a marketer and adviser within’ the field of analytics and overall optimization strategies. Throughout this experience I have had the opportunity to meet some very outgoing customers who like to think outside the box and have helped take Sitebrand to the next level……and to be quite honest , isn’t that what it’s all about?

When seasons change or a certain holiday begins to approach, customers usually come to me looking for a new optimization cycle. This normally gets me quite intrigued until I hear; “So what do you think we should do?” Instead of running for dear life when I hear the flood gates open, I like to stand right in the middle with a big smile on my face because this is when you get a chance to really think outside the box and take your new optimizations cycle to the next level.

One piece of advice I always like to pass along to my customers is to stay current and have some fun with your messaging. It’s important to realize that your shoppers aren’t all 60 year old librarians, they are normal people just like you and I!! Which is why it begins to get real boring when you continue to encounter the same messaging over and over….”Welcome Texas Visitor. Click here to save.” I don’t reside from Texas but I do know that messaging like that definitely won’t spark interest from any shopper loyal or not. Instead of using generic messages try to keep it fresh with something like; “Howdy to all Texans!! The only thing bigger than Texas is our massive selection. Click here to catch a glimpse!!” Your message should connect to your shoppers and getting them to crack a smile can’t hurt. Be creative, but more importantly have fun with it because your enthusiasm will be passed along to your shoppers and lighten their mood making for a more enjoyable shopping experience. There’s a lot to be said for increasing your customers ‘happiness conversion rate’.

One customer, Kiyonna Clothing, took this advice and really impressed me with one of their recent campaigns. We were looking for a new message to present to all California shoppers who came to the site. We began brainstorming trying to figure out what Californian’s are into, and some of the local news that’s been affecting them when we came up with this;

There was a new law in California that people could not talk on their cell phones while driving, unless they had a hands free phone. The issue was that paparazzi was snapping shots all day long of celebrities driving around L.A. and other areas while talking on their cell phones, and the police were using these pictures to hand out tickets to the unsuspecting stars. With this campaign Kiyonna was able to relate to California shoppers and take a small jab at Hollywood celebrities, but more importantly it helped increase their conversion rate for this under performing segment.

Thinking outside the box and speaking to the people will always pay dividends.