As a marketer, one of your primary goals is to increase sales, no matter what industry you are working for. To achieve this goal, you have optimized your home page, been testing your product pages and started to personalize the user experience. Great. But your competitors surely did the same! Your catalog is growing steadily, and so are visitor numbers on your website. That’s good, but raises the issue of addressing the expectations and needs of every user. If you can’t offer a tailored experience to your visitors, your conversion rate may well stop increasing. The solution is a deeper understanding of your visitors' needs and a fine-tuned targeting. Kameleoon already offers visitor segmentation according to browsing behavior (number of visits, dwell time, etc.), visit context (geo-localization, weather, etc.), technical characteristics (acquisition source, used device, etc.) as well as data coming from your DMP and/or CRM. Our new feature Product & Price Targeting further increases segmentation possibilities. It enables you to personalize your users’ experience according to viewed products, product categories and price range.
A sales assistant’s expertise on your websiteIn a real-life shop, a good sales assistant identifies the needs and purchasing power of each customer, solely by observing which kind of articles they look at. The assistant can then show only products that are likely to interest the customer. On your website, there’s no assistant. On the other hand, you have access to the enormous amount of data users leave behind at each visit. You should use this information to offer the same level of personalization as in a shop. Kameleoon’s API takes on the role of the sales assistant and gives you the possibility to target your visitors according to their purchasing power and preferences regarding product categories and price range. Note that there is a difference between Product & Price Targeting and Product Recommendation. The latter enables you to show your users related products (upsell, cross-sell of similar products). Product & Price Targeting goes much further and helps you understand your users’ needs. Data on viewed products is processed by simple, manually established rules (highlight products according to the user’s purchasing power, targeting certain products only, etc.).
- category and
- other characteristics such as current stock, size, color, brand, etc.
What are the concrete benefits of these new targeting criteria?
“Product & Price Targeting features further expand the long list of Kameleoon's segmentation criteria enabling you to personalize user experiences in real time. You were already able to personalize according to behavior or context, now you can add criteria such as viewed products or product categories and their price range.” -Frédéric De Todaro, Head of Consulting, KameleoonWith Product & Price Targeting, you get:
- data from individual visits (type of products, categories, price range)
- group statistics on general behavior of your audience (most popular products in terms of volume or purchase frequency, number of times product pages are viewed, etc.)
UX personalization according to purchasing powerWith Product & Price Targeting, you can identify the category and the prices of the products a user views. Just like a sales assistant, you can show them articles that match this data and are likely to meet their needs, starting right on your homepage. You can also offer a coupon to visitors who viewed x% of your most expensive products.
Menu personalization according to each visitor’s preferencesAnother interesting application is menu bar personalization. By cross-correlating data from previous visits (product/category/price), you can offer your visitors a perfectly adapted user experience. In the example above, the visitor viewed at least two products of each highlighted category at previous visits (blue coat, brown shoes, skinny trousers at less than €99). Kameleoon’s API compiles browsing data from all visits and updates it automatically, in real time.
“The example shows the enhanced possibilities Kameleoon’s API offers. It takes into account the product type the user is interested in, but also the price range, according to previously viewed products.” -Anaïs Rousseau, Consultant Kameleoon.
Using behavioral statistics to highlight most popular productsOur Product API also enables you to create social proof campaigns and create a sentiment of urgency to guide your visitors toward conversion. You can use group effect and display the number of visitors currently viewing product pages that are relevant to the targeted visitor segment.
“The group effect isn’t useful unless a threshold is reached. With our API, you can decide to show this information only if for example more than 35 visitors are viewing the page.” -Pauline Rommelaere, Consultant Kameleoon.You can also create visit counts to show how many users added a given article to their cart, or bought the product, on a given day. The group effect will create a sentiment of urgency and motivate users to convert more quickly.
Combining product popularity with each user’s preferencesThese new targeting criteria enable you to create personalized user journeys, for instance by cross-correlating “most popular articles in Paris” with the particular preferences of your targeted visitor group, according to viewed products, product categories and price range. Our example used the target group “visitors and customers living in Paris”.
Dynamic slider reorganization according to product popularityRanking elements in a slider can be difficult. Which product should come first? Our API offers the solution. By monitoring the popularity of certain products, product categories or services, it helps you reorganize your slider dynamically according to this data – and improve the user experience. The example above shows how the section “Bags” changes positions according to the number of clicks on the tab.
The key to successful Product & Price Targeting: our Big Data architectureAt each visit, users leave behind an enormous amount of data. To make the most of all this data and transform it into tailored user experiences, you need high-performance technology. Kameleoon’s Big Data architecture enables you to offer personalized experiences in real time. Product and Price & Targeting offers even better targeting by integrating your product catalog. Our API doesn’t need lengthy and costly technical developments. Transforming your product catalog into targeting criteria is really easy. If you want to learn more about Product & Price Targeting and the benefits for your corporation, please contact your consultant, or ask for a free demo.
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