CHALLENGE

In the early days of its digital transformation, the company relied on assumptions to guide its personalization strategy. This approach made it hard to keep up with user needs, let alone adapt quickly. They needed a solution that wasnʼt just smart—it had to be insightful and flexible. Thatʼs where AB Tastyʼs EmotionsAI came in, turning their assumptions into a data-driven game plan, enabling bold, agile strategies powered by emotional insights.

EXPERIMENTING WITH EMOTIONSAI

EmotionsAI opened up a whole new world of understanding. By segmenting users based on emotional needs—like “Need for Competitionˮ and “Need for Safetyˮ—the company started creating hyper-targeted, meaningful experiences. Every insight became an opportunity to test, tweak, and try again, helping them build momentum toward measurable success.

1. Boosting engagement with email capture
   Low engagement on the dental page for mobile users was a challenge. This prompted the team to introduce an “Email My Quoteˮ pop-up for those who hadnʼt scrolled within 20 seconds. This simple nudge proved highly effective in capturing leads:
   ● 340.54% increase in email addresses collected
   ● 0% impact on ongoing application activity

2. Winning Back Application Abandoners
   Not every customer finishes what they start. For users who abandoned their application but returned to the dental landing page, the team tested an automatic quote widget. This gentle reminder worked wonders:
   ● 95.83% increase in applications started
   ● 23.47% increase in applications submitted
3. Addressing “Need for Immediacyˮ with FAQs
   For users craving quick answers, the team brought FAQs front and center—strategically placing them right above the quote area for dental insurance. By giving customers what they needed faster, they encouraged more completed applications:
   ● 140.33% increase in application submissions with FAQs above the quote section.

4. Engaging Non-Buyers with a Pop-In
   Not every visitor is ready to commit right away, and thatʼs okay. For users lingering on the page without taking the next step, the team used a pop-in targeting emotional segments like “Safety,ˮ “Comfort,ˮ “Community,ˮ “Immediacy,ˮ and “Notoriety.ˮ It was the nudge these users needed:
   ● 55.18% increase in Kit submits among targeted segments.

INTERNAL IMPACT

EmotionsAI has transformed how this insurance provider approaches testing. By embracing a data-driven culture of agility and improvement, the team has started building trust across the organization. Marketing and customer service are now exploring how EmotionsAI insights can refine their strategies, setting the stage for future cross-department collaboration. While iterative testing has long been part of their process, EmotionsAI takes it to the next level. By integrating emotional segmentation into their strategy, the team has made testing more precise and impactful—turning insights into actions that resonate with their audience.

With EmotionsAI, this North American insurance company is just getting started. Hereʼs whatʼs next:
● Personalized call center experiences: Using emotional insights to make real-time interactions more meaningful.
● Smarter digital remarketing: Refining campaigns to resonate with high value customer segments.
● Organization-wide adoption: Expanding EmotionsAI insights across all teams for a unified, customer-first strategy.

CONCLUSION

With the AB Tasty platform and EmotionsAI, the company has shifted from a one-and-done testing mindset to an agile, always-evolving strategy. Every test brings them closer to their “betterˮ—creating smarter, more meaningful experiences for their customers and empowering their teams to think big, act boldly, and keep improving.

The post EmotionsAI Fuels a Bold Approach for a North American Insurance Company appeared first on abtasty.

But we know two customers will respond differently to your marketing—even if both are shopping for the same product. Each has unique wants, needs, and contexts that shape how they shop online. Because of this, your experience optimization strategy must move beyond the generic and focus on the individual.

At this point, you likely understand the basic principles: personalization is a powerful way to connect with audiences, improve user experience, and drive conversions. But how do you move from understanding the fundamentals to implementing a sophisticated, data-driven personalization strategy that truly makes an impact on conversions?

In this book, we’ll focus on advanced personalization techniques specifically for CRO professionals. We’ll explore key topics like client-side versus server-side personalization, how to leverage data lakes and analytics, and advanced audience segmentation. Plus, we’ll examine how AI tools can take your personalization strategy to the next level.

Customers who say the experience a company provides is as important as its products or services

Topics discussed in this e-book include:

• Understanding personalization and the benefits
• Building a personalization strategy
• Evaluating client-side vs server-side solutions
• Personalizing throughout the customer journey
• Audience segmentation by engagement level, content interest, and emotional need
• Segmentation with CDPs and data lakes

Download “The Expert’s Personalization Playbook” and start tailoring your digital experiences to the individual.

The post The Expert’s Personalization Playbook appeared first on abtasty.

It’s important to remember that the digital customer journey does not begin and end with a purchase – it’s a web of all customer interactions and touchpoints with your brand.

AB Tasty has mapped out seven customer phases that we consider crucial in the journey. To craft unique experiences, you’ll need to differentiate these seven phases customers pass through and understand how to animate their digital journey.

Once you have a better understanding of these phases, you will be better equipped to set your business goals and properly optimize your website for growth and impact.

Click to view the full-sized infographic in a new tab

How exactly can you optimize each phase of the digital customer journey? Let’s dive right in and take a look at some examples.

Phase 1: Awareness

When visitors land on your website for the first time, a great first impression is crucial. Your page needs to be both visually appealing and intuitive. A dynamic above the fold design is a great place to start.

In this first phase, it’s important to let your best ideas shine to capture and keep your visitors’ attention. You can accomplish this by creating personalized welcome messages for first-time visitors, displaying your value proposition and organizing high-impact elements for better visibility.

Let’s take a look at Just Over The Top’s experiment to modify the layout of their homepage. They used AB Tasty’s experience optimization platform to test if their users responded better seeing a layout with product categories rather than individual products.

Original:

Variation:

After creating a test variation to run against the original layout, they saw a 17.5% click increase on the three blocks below the hero image. This brought many more users into the second phase of their customer journey.

Phase 2: Discovery

When consumers reach the second phase, they’ve already discovered your brand and they’re getting curious.

To accommodate visitors during this phase, your website should be optimized for an excellent browsing experience. Whether this means making your search bar more visible, creating dynamic filters while searching, or using a virtual assistant to get to know your visitors’ interests with a series of questions, an easy browsing experience with intelligent search is key.

In this example, Claudie Pierlot focused on optimizing the customer browsing experience by testing the search bar visibility. In their variation, the small search icon was made more visible by adding the word “recherche” (or search in English) in the top right-hand corner.

Original:

Variation:

This clear above the fold design made it easier for visitors to identify the search bar to begin their browsing experience. With this simple A/B test, they saw a 47% increase in search bar clicks and a 7% increase in conversion rates coming directly from the search bar.

In another example, Villeroy & Boch, a ceramic manufacturing company, wanted to leverage intelligent search on their website. With the help of AB Tasty, they implemented an AI search algorithm to navigate online shoppers.

With our solution, they designed a new and intuitive navigation complete with filters and a comprehensive autosuggestion feature.

By changing their search functions, Villeroy & Boch saw a 33% increase in search results clicks and a 20% increase in sales through the search function.

Phase 3: Consideration

Now is the time when your visitors are considering your brand and which products they are interested in. Showcasing your product pages in their best light during the consideration phase might be exactly what your visitor needs to continue moving down the funnel.

Let’s look at how Hanna Anderson optimized their product pages during this phase.

The clothing retail company wanted to experiment with the images on their product listing pages. Previously, their toddler line had only images of clothing sizes for an older child. They were convinced there was room for improvement and decided to run a test by changing their images to include toddler sizes.

Original:

Variation:

After implementing age-appropriate clothing images, the results were clear. During this test, the clicks on PLPs increased by almost 8% and the purchase rate on those items skyrocketed by 22%.

Phase 4: Intent

During the intent phase, your visitors are on the verge of becoming customers but need to be convinced to make a purchase.

Social proof, urgency messaging, and bundling algorithms are a few ideas to lightly nudge visitors to add to cart or add more to cart.

Let’s take a look at the impact that urgency messaging can have: IZIPIZI, an eyewear retailer, decided to add a special message flag next to their product description to show viewers how many people have purchased this product. The idea of this message is to show viewers that this product is popular and to encourage them to take action.

With this simple sentence of social proof to validate a product’s desirability, they saw a 36% increase in add-to-basket rate.

In another scenario, you can see that adding a progress bar is a simple way to upsell. With a progress par, you are showing your customer how close they are to earning free shipping, which entices them to add more to their cart.

Vanessa Bruno experimented with this additive with the help of AB Tasty and saw a 3.15% increase in transactions and a €6 AOV uplift.

Phase 5: Purchase

Purchase frustration is real. If customers experience friction during checkout, you risk losing money.

Friction refers to any issues the visitors may encounter such as unclear messaging during the payment (did the payment actually go through?), confusing or expensive shipping options, discounts not working, double authentication check-in delays, difficult sign-in, and more.

Optimizing your checkout sequence for your audience with rollouts and KPI-triggered rollbacks can help you find a seamless fit for your website.

Let’s look at an example for this phase: Galeries Lafayette, the French luxury department store, saw an opportunity to optimize their checkout by displaying default payment methods that do not require double authentication.

During this test, they saw a €113,661 increase in profit, a €5 uplift in average order value, and a 38% increase in the conversion rate by adding the CB (bank card) option for a quicker checkout.

Phase 6: Experience

Optimizing the buyer experience doesn’t end after the purchase. Now is the time to grow your customer base and stop churn in its tracks. So, how do you keep your customers interested? By maintaining the same level of quality in your messages and personalization.

Let’s look at how Envie de Fraise, a French boutique, leveraged their user information to transform a normal post-purchase encounter into a personalized experience.

One of their customers had just purchased a maternity dress and had been browsing multiple maternity dresses prior to their purchase. By knowing this information, they experimented with using the “you will love these products” algorithm to gently nudge their customer to continue shopping.

With a customized recommendation like this, Envie de Fraise saw a €127K increase in their potential profit. As your customer spends more time with your brand, you will learn more about their habits and interests. The more time they spend with you, the more personalized you can make their experience.

Phase 7: Loyalty

In the final step of your customer’s journey, they move into the loyalty phase. To turn customers into champions of your brand, it’s important to remind them that you value their loyalty.

This can be done by sending emails with individual offers, social proof, product suggestions, or incentives for joining a loyalty program to earn rewards or complete product reviews.

Another example of this is sending a personalized email displaying items that are frequently bought together that align with their purchase. This will remind the customer about your brand and give them recommendations for future purchases.

Why Optimizing the Digital Customer Journey is Essential to Boost Conversions

The fierce competition in the e-commerce marketplace is undeniable. In order to attract and retain customers, you have to focus on crafting personalized user experiences to turn passive visitors into active buyers.

Understanding their needs in each phase and optimizing your digital space is your best solution to nudge visitors down the purchasing funnel.

By personalizing the experience of your customers during each phase of the digital customer journey, you can ensure an optimal shopping experience, boost purchases, increase customer satisfaction, and see more repeat customers.

AB Tasty is the best-in-class experience optimization platform that empowers you to create a richer digital experience – fast. From experimentation to personalization, this solution can help you activate and engage your audience to boost your conversions.

Using personalization to enhance your customer journey

With the vast array of products and brands to choose from, customer loyalty has become more important than ever. By focusing on personalizing the digital customer journey, you can reduce the chances of your customer abandoning their purchase or opting for another brand.

An individualized customer journey is beneficial for the following reasons:

• Option overload: As online brands fight for the attention of consumers, it’s important to set your brand apart from the rest, with a customer journey that is tailored to their needs.
• Analysis paralysis: With a plethora of information now readily available to customers who are researching and comparing potential purchases, your digital customer journey can help to deliver the information they need with ease and offer them the best shopping experience, thereby tipping the scale in your favor.
• Lack of loyalty: The ease with which a customer can change service providers has increased the pressure and importance of meeting their needs during the entirety of the digital customer journey. Every interaction matters.

Offering a personalized experience elevates the customer journey and helps to ensure customer satisfaction. By leveraging the power of personalization, you can adapt the individual phases of the customer journey to each customer’s needs for an optimal e-commerce experience.

Personalization is the key to customer satisfaction

There is no way to deny the intense competition in the e-commerce space. Attracting and retaining customers is more difficult now than it has ever been. To advance ahead of the competition, you must understand customer needs and personalize each user journey with the help of a customer journey model.

By personalizing each experience your customers have with your brand, you can be sure to give your customers an optimal shopping experience, guarantee customer satisfaction, and encourage customer loyalty.

The post Understanding the Digital Customer Journey appeared first on abtasty.

Understanding the E-Commerce Landscape During the Holidays

The holiday season, particularly around Black Friday and Cyber Monday, represents a critical period for e-commerce businesses. Last year alone, consumers spent over $9 billion on Black Friday. With more and more customers shopping online, the opportunity for e-commerce businesses to capture market share is immense.

However, this opportunity comes with challenges. The influx of traffic can strain your website, and the sheer number of competitors vying for attention can make it difficult to stand out. That’s where a well-designed strategy comes into play.

Prioritize Website Performance and Reliability

One of the first steps to ensure a successful holiday season is to prepare your website for the surge in traffic. Testing your website load is crucial. Even a one-second delay in page load time can lead to a 6% reduction in conversions.

Start by simulating high traffic volumes to identify potential bottlenecks. Optimize your servers, compress images, and streamline your code to ensure your website can handle the holiday rush. Remember, a smooth user experience is non-negotiable.

Craft Compelling and Urgent CTAs

The holiday season is all about urgency. Limited-time offers, countdowns, and exclusive deals create a sense of urgency that drives conversions. We can’t emphasize enough the importance of A/B testing your calls-to-action (CTAs) to find the most effective wording, design, and placement.

Experiment with phrases like “Limited Time Offer,” “Exclusive Black Friday Deal,” or “Shop Now Before It’s Gone.” The goal is to create a sense of FOMO (Fear of Missing Out) that compels customers to take immediate action. A/B testing here is an ideal way to help you find the messaging that works best for your audience.

Personalization is Key

Consumers expect a personalized shopping experience, especially during the holidays. Tailoring your content and offers to individual users can significantly increase engagement and conversions. Use previous interactions, browsing behavior, and purchase history data to deliver personalized recommendations and offers.

For example, if a customer frequently purchases tech gadgets, highlight your latest electronics deals in your email campaigns and on-site recommendations. We strongly advocate using dynamic content that changes based on user behavior, ensuring that each visitor sees the most relevant offers.

Optimize Your Mobile Experience

With more than half of all e-commerce transactions now happening on mobile devices, optimizing your mobile experience is no longer optional—it’s essential. A seamless mobile experience can differentiate between a sale and an abandoned cart.

Ensure your website is responsive, with easy navigation, fast load times, and simplified checkout processes. Test your mobile site thoroughly, focusing on the user experience from landing to checkout. Our mobile-first world demands a smooth mobile experience, so it’s crucial to run mobile-specific A/B tests to identify and fix any friction points.

Leverage Social Proof

Social proof is a powerful tool in the e-commerce arsenal, particularly during the holiday season. Customer reviews, ratings, and user-generated content can significantly influence purchasing decisions.

Consider showcasing recent customer reviews on your product pages or adding a “Trending Now” section highlighting popular items. Social proof can increase trust and encourage hesitant shoppers to make a purchase.

Experiment with Pricing Strategies

Pricing plays a crucial role in holiday season sales. Dynamic pricing, flash sales, and bundling products are just a few strategies that can entice customers to buy more. Running A/B tests on pricing strategies can help you determine what resonates most with your audience.

For instance, you might test a “Buy One, Get One Free” offer against a “25% Off” deal to see which drives more conversions. The key is to stay flexible and willing to experiment until you find the ideal message for your audience.

Use Email Marketing to Drive Conversions

Email marketing remains one of the most effective channels for driving holiday sales. A well-crafted email campaign can keep your brand top-of-mind and encourage repeat purchases. Segment your email list to target different customer groups with personalized offers.

You can test subject lines, send times, email content, and more to optimize open rates and conversions. Consider sending reminder emails for abandoned carts and exclusive early access deals to your most loyal customers.

Streamline Your Checkout Process

Cart abandonment is a major challenge during the holiday season, with many shoppers dropping off at the checkout stage. To combat this, ensure your checkout process is as smooth and simple as possible.

Minimize the number of steps required to complete a purchase, offer multiple payment options, and provide clear shipping information. Test options like a one-click checkout option to see if it reduces cart abandonment rates.

Invest in Retargeting Campaigns

Retargeting is a powerful way to re-engage visitors who have shown interest in your products but haven’t yet made a purchase. During the holiday season, retargeting can help you recover lost sales and boost your conversion rates.

Set up retargeting campaigns that display personalized ads to users who have visited your site or abandoned their carts. Timing is so important when it comes to retargeting—start your campaigns early and increase frequency as the holidays approach.

Offer Free Shipping and Easy Returns

Shipping costs and return policies can make or break a sale, especially during the holidays. Offering free shipping can be a strong incentive for customers to complete their purchases. Likewise, a hassle-free return policy can reduce the perceived risk of buying online.

We suggest promoting these benefits prominently on your website and in your marketing materials. Consider running tests to see how different shipping and return options impact conversion rates. Another great option is to test using a progress bar to encourage larger orders in exchange for free shipping.

Plan for Post-Holiday Retention

While the holiday season is a prime time for acquisition, it’s also an opportunity to focus on retention. Customers acquired during this period can become repeat buyers if nurtured correctly.

Post-holiday, consider running loyalty programs, offering exclusive discounts for future purchases, and sending personalized thank-you emails. Maintaining engagement with your customers beyond the holiday season will build long-term loyalty.

Conclusion: Prepare, Test, and Optimize

The e-commerce holiday season is a marathon, not a sprint. To truly win big, it’s crucial to prepare in advance, test rigorously, and optimize continuously. By implementing the strategies outlined in this blog—and leveraging the proven tests from AB Tasty’s “30 Tests for Black Friday“—you can position your business for success during the most critical time of the year.

Remember, the key to a successful holiday season lies in your ability to adapt and respond to the ever-changing needs of your customers. Stay agile, keep testing, and make data-driven decisions to maximize your holiday sales.

The post Winning Big During the E-Commerce Holiday Season: Strategies and Insights appeared first on abtasty.

Mademoiselle Bio, a leader in French organic cosmetics, partnered with AB Tasty to tackle the challenges of rising acquisition costs and the shift away from cookie-based personalization.

By implementing AB Tasty’s cookie-free personalization technology, the brand transformed its online shopping experience, leading to a 9.2% increase in sales, a 1.9% boost in conversions, and a 6.5% rise in average basket value.

Personalized product recommendations and intelligent e-merchandising helped guide customers through their shopping journeys, delivering tailored experiences that significantly enhanced engagement.

This successful project highlights how Mademoiselle Bio brought the personalized touch of in-store shopping to its online experience, creating a smoother and more intuitive journey for customers.

By tailoring product recommendations at every stage of the customer journey, Mademoiselle Bio not only boosts customer satisfaction but also builds stronger loyalty and increases sales.

Download the full case study to discover how Mademoiselle Bio maximized revenue and adapted to the evolving digital landscape without relying on cookies.

The post The Impact of Cookie-Free UX Personalization in E-commerce: Mademoiselle Bio appeared first on abtasty.

Alltricks is a French online shop created in 2008 that’s specialised in the sale of cycling and running products. A leader in its sector, the website markets more than 50,000 products and has more than 2 million visits per month. In 2019, Alltricks was acquired by Decathlon.

When Valentin Calais, Alltricks’ UX and Conversion Manager, contacted AB Tasty, he was looking to optimize two aspects of Alltricks’ website UX:

1. Recommendations

2. Buying Process

Download the full case study to discover more on how and where Alltricks implemented recommendations on their site, boosting AOV by 5% and revenue per user to +7%.

The post Alltricks Increases AOV with Recommendations appeared first on abtasty.

Recently, they shared this ethos at the CX Circle event by Contentsquare featuring Mel Parekh, Head of E-commerce at Hotel Chocolat. Mel took the stage to unravel the complexities of customer loyalty—a subject that has never been more critical in the fast-evolving world of eCommerce. The discussion centered around how Hotel Chocolat has navigated the challenges of a changing world while staying true to its brand values using the power of experimentation.

The Secret Ingredient: Authenticity and Quality

Hotel Chocolat stands out in the chocolate industry for its commitment to authenticity and quality. While most chocolate brands are content to source their cocoa, Hotel Chocolat went all-in, growing their own on the lush Rabot Estate in Saint Lucia. This direct control over their supply chain ensures that they use only the highest quality ingredients while helping craft a brand that’s as genuine as the cocoa it cultivates. 

Hotel Chocolat has witnessed a constant change in the e-commerce landscape. They’ve learned to adapt to these changes while staying true to their brand identity. One of their key initiatives has been to clearly define who they are as a brand and to create compelling reasons for customers to return to their site time and time again.

A Changing Landscape

It’s no secret that the world of eCommerce is in constant flux. Prices are rising across the board—from raw materials to operating costs—and the competition for customers is fiercer than ever.  In this environment, retailers must do more with less, finding innovative ways to stand out. 

As customers increasingly engage with various digital platforms and experiences, the range of choices available to them has become almost overwhelming. In this crowded marketplace, standing out from the competition requires more than just eye-catching design elements.

Moreover, the explosion of data in recent years has made it possible for even smaller companies to leverage insights that were once only accessible to larger players. However, the real challenge lies in capturing this data, interpreting it effectively, and, most importantly, implementing it in ways that drive meaningful results. Hotel Chocolat has embraced this data-driven approach, using insights to refine their strategies and create a more personalized experience for their customers with both Contentsquare and AB Tasty.

Building Lasting Relationships with Customers in a Phygital World

Loyalty is the cornerstone of Hotel Chocolat’s strategy in this new era. As a premium brand, they understand that their customers aren’t just looking for a product; they’re looking for an experience that resonates with their values and desires. This understanding has led Hotel Chocolat to focus on building a brand that not only meets customer expectations but exceeds them by offering a unique, personalized experience.

One of the key strategies they’ve implemented is their “phygital” approach, which blends the digital and physical worlds to create a more personalized, engaging shopping experience. This approach is centered on three key principles:

• Instant: Reducing delay or lag to ensure a smooth customer experience.
• Connected: Creating a more personal connection with each customer.
• Engaging: Giving customers a sense of control over their shopping journey.

 Make the Experience Personal

With over 120 different chocolate recipes, Hotel Chocolat faced this challenge: how do you help customers find the perfect product without overwhelming them? Their solution was gamification—a method that makes the shopping experience more fun and interactive. In Spring 2023, they launched the “Chocolate Love Match,” a quiz that matches customers to one of six flavor profiles. This not only narrows down the selection from 120 options to 20 or 30, making it easier to shop but also helps customers find the perfect gift for friends and family based on their flavor preferences.

The personalization doesn’t stop there. 

Hotel Chocolat also leverages machine learning and tools like AB Tasty to improve their customer experience further. For instance, they’ve been experimenting with “Add to Bag” personalized recommendations. This initiative is crucial, especially as acquisition costs rise, making it more important than ever to maximize the value of each customer interaction.

Using AB Tasty, they tested two variations: one that showed products frequently bought together and another that displayed recently viewed items for easy access. Both approaches tested positively, resulting in a 5.31% increase in average order value and a 2.87% boost in revenue. 

Embracing Data for Optimization

Hotel Chocolat has also focused on optimizing its digital presence, particularly their website. Working with AB Tasty, they undertook a redesign of their homepage, recognizing that the layout and user experience across devices play a critical role in customer engagement. The goal was to create a more visually appealing and intuitive experience that could better connect with customers online—especially when you can’t taste or smell the products.

The results speak volumes. By optimizing the homepage, they saw a 10% reduction in bounce rate, a 1.67% increase in visiting time, and significant improvements in conversion rates—up 0.54% overall and a substantial 7.24% on desktop. This uplift was largely due to better highlighting the most attractive elements on the homepage, such as category tiles that drive higher conversion and revenue.

Loyalty from a Brand Perspective

Mel Parekh left us with three takeaways for building a brand that stands the test of time:

1. Embracing Change: It shows that your brand is up-to-date and ready to adapt. Staying agile ensures that your brand remains relevant and continues to serve your customers, no matter the circumstances.
2. Listening and Understanding Customers: If loyal customers aren’t heard and understood, they’ll lose their preference for your brand and start considering others.
3. Sticking to Your Values: Clearly reward loyal customers for their loyalty, and make sure to differentiate between who is loyal and who isn’t.

Conclusion

Loyalty isn’t just about offering a great product; it’s about creating connections that resonate. Hotel Chocolat has perfected this recipe by blending their commitment to quality with a data-centric culture. Experimentation and data from AB Tasty have allowed them to be able to improve in all areas – whether that is personalization, gamification of their loyalty scheme, or the link between their online and physical shops. Experimentation has improved more than just their CRO but has helped define who they are and what they stand for.

Find out more in Mel’s talk below:

The post Hotel Chocolat at CX Circle: Sweetening Loyalty with Experimentation appeared first on abtasty.

To capture consumers’ attention, brands need to focus their attention on crafting unique user experiences to deliver 1:1 personalization based on data.

One of the most important focal points to convert visitors into customers and build customer loyalty is 1:1 personalization. More and more customers feel less motivated to complete a transaction when they’re online shopping if their experience is impersonal. Let’s take a look at some data from Forbes:

• 80% of consumers are more likely to complete an online purchase with brands that offer personalized customer experiences.
• 72% of consumers explain that they only interact with personalized messaging.
• 66% of consumers share that coming across content that isn’t personalized would deter them from purchasing.

Customers want personalization. Think about when you walk into a physical store and an employee really listens to your needs, helps you find exactly what you’re looking for, or goes above and beyond your expectations to help you. That is exactly what customers want in the digital marketplace.

A unique, digital one-to-one personalization experience strategy gives companies the potential to customize messages, offers, and other experiences to each website visitor based on data collected about each user.

Digital one-to-one personalization starts with concrete data. Are you leveraging data to better serve and convert your visitors?

To help you answer “yes” to this question, we’ll take a deeper look at:

• What is 1:1 personalization?
• What data helps you know your customers better?
• How to find data?
• How to leverage the data you find 
• What messages should you personalize?
• Examples of one-to-one personalization

What is one-to-one personalization in marketing?

Delivering a unique (or one-to-one) experience to each online consumer is a technique known as one-to-one personalization in marketing.

By mastering the technique of 1:1 personalization, brands can deliver an exceptional level of customer service by providing personalized messages, product recommendations, offers, and specialized content at the right time based on the user’s needs and expectations.

This type of unique user experience is only made possible thanks to the availability of extensive customer data. If you don’t get to know your customers based on their interactions with your brand and user behavior, you’re missing an opportunity to meet your customers’ expectations.

One goal of personalization is to create a “wow” effect. This means you should be making the customer think, “wow, they really know me.” The more information that a company knows about a certain customer, the more personalized the user experience will be.

Without extensive, personalized data, one-to-one personalization isn’t achievable.

What data to collect to improve your customer experience with personalization?

On a wider scale, it’s important to understand the location of your customer, their demographic information (age, gender, education level), purchasing habits, and website browsing information. However, in the hypercompetitive world of personalization, this surface-level data is not enough.

Brands need to move beyond knowing who the customer is and understand how the customer behaves.

Knowing that your customer is a recent college graduate who lives in New York City and spends a lot of time making Pinterest boards will not be enough information to create a strong buyer persona to achieve a unique and pleasant user experience.

Enhancing your customer’s profile will require you to collect relevant data about how your customer interacts with your brand on all channels, what motivates them to purchase, and what makes them tick on top of knowing who they are.

More specifically, robust personalized data will help you better understand:

• Location and demographics
• Interests and hobbies
• Shopping and purchasing habits
• Device and channel frequency
• Where and how they prefer to shop and purchase
• Satisfaction level
• Likes and dislikes

All of this information will allow you to create a sophisticated customer profile. Understanding their motivations, preferences, and expectations helps you characterize users into intricate market segmentations to give them the best possible experience imaginable.

Ideally, the customer will have a positive experience and feel unique based on the information derived from the robust data collection.

How do you find user data?

Extensive data can be found and refined by cross-indexing information stored on separate databases.

For example, you can harvest personalized data from a customer’s interactions with your business by analyzing and storing comments on social media sites, ratings on review sites, mobile app usage vs. desktop usage, customer service interactions, download requests, and more.

How to leverage one-to-one personalization with personalized data

As you can see, personalization cannot exist without data. To achieve one-to-one personalization on your digital channels, your brand must have the ability to transform the collected data into action.

After monitoring and gathering rich data on your customer’s interactions, history, and behavior on your site, it’s time to convert this personalized data into a refined customer buyer persona to serve your customers better.

By segmenting your profiles, you will be able to better understand your customer’s preferences and pain points, which will help you craft these personalized messages and display them at the right time.

How to personalize interactions with customers:

Once you have substantial personalized data collected about your visitors, you can determine the best way to interact with them. There is a fine line between being helpful by displaying personalized messages and being invasive.

The difference in these two feelings will depend on the amount of prior engagement that the customer has with you. For example, a customer who is subscribed to every newsletter has a company discount card and frequently completes transactions on your website will expect you to know their preferences fairly well, like a regular coming into a coffee shop. On the other hand, a first-time visitor will not expect you to know much about them, but they will expect to be welcomed.

The best way to understand how to serve your customers is by asking yourself how you would want to be interacted with at their level of engagement with your brand. What would make you feel welcomed and what would make you feel overwhelmed or uneasy?

What messages should you personalize?

The possibilities for personalized messages can stretch as far as your mind (or your software capabilities) will allow.

Think about personalization in a broad sense. Let’s say a company wants to put its logo onto personalized gifts for its employees. The company’s logo can be put onto t-shirts, pens, stickers, coffee mugs, phone cases, backpacks, sunglasses, golf balls, holiday baskets– the possibilities are nearly endless. The same goes for personalized messages for your own customers.

In marketing communication, some of the most common outlets for 1:1 personalization are:

• Product recommendations
• Emails (subject lines and content)
• Intro and exit banners
• Pop-up messages
• Conversational marketing (chat boxes)
• Offers and discounts
• Language
• Landing pages
• Pricing
• Greetings

To attract and retain your customer’s attention in a market filled with saturated messages, your brand should focus on personalization as much as possible and in as many channels as you can.

What platform to use for one-to-one personalization in marketing?

The journey to a seamless one-to-one personalization, or one-to-one marketing, experience for your customers starts with sophisticated and intuitive software to help transform your ideas into reality.

AB Tasty is the complete platform for experimentation and personalization equipped with the tools you need to create a richer digital experience for your customers — fast. With embedded AI and automation, this platform can help you achieve omnichannel personalization and revolutionize your brand and product experiences.

What is omnichannel personalization?

In marketing, employing one-to-one personalization across multiple channels, platforms, and touchpoints is commonly referred to as omnichannel personalization.

Customers crave personalization wherever they are – on a mobile device, desktop, social media platform, mobile app, or email. When customers receive a personalized experience, they expect this standard of communication across all channels or platforms that they are interacting with.

Achieving omnichannel personalization requires a seamless flow of customer data from one platform or channel to the next. By gathering information on user preferences, behavior, and interests from all virtual touchpoints, your customer’s profile strengthens.

By receiving this consistent level of personalization across all channels, consumers will be inclined to purchase more and to purchase again from the same brand that made them feel seen and heard.

What are the advantages of omnichannel personalization?

1. Higher conversion rates
2. Increased average order value (AOV)
3. Reduced cart abandonment
4. Improved brand value and customer loyalty
5. Higher customer lifetime value
6. Delivering messages at the right time and place

8 Examples of 1-1 Personalization strategies from retail brands

1. ASOS’s Social Connection

Online retailer ASOS prides itself on offering both new and existing customers a range of personalized discounts and deals, which vary depending on if:

• It’s a new customer 
• It’s a returning customer that’s demonstrated a particular interest (e.g. shoes)
• A regular customer (who could then be offered premium next-day delivery, for example)

But how does ASOS get this information? One method they might use is encouraging customers to log in to the site using social media platforms, which would allow ASOS to access further details such as age, gender, and location—which can then be used to tailor even more personalized messages.

Why it works: The ability to use a social platform for account creation makes the process simple for shoppers, while giving ASOS more insight into what deals or promotions would be of the most interest to them.

2. Nordstrom Remembers Your Size

Nordstrom gave its online shopping cart a simple yet effective personal touch: remembering returning customers’ clothing sizes. This may not seem like a massive approach to deliver a personal experience, but it creates a more seamless checkout for the user and brings them one step closer to the purchase. It’s a rather clever move from Nordstrom that hasn’t gone unnoticed.

Why it works: Remembering the customers’ preferred size (based on previous purchases) instantly shows the brand’s attentiveness while making checkout even more simple.

3. Clarins personalization and gamification

Before the booming holiday season, Clarins, a multinational cosmetics company, saw an 89% increase in their conversion rate and a 145% increase in the add-to-basket metric by implementing 1:1 personalization and gamification with AB Tasty.

On Single’s Day, a few weeks before Black Friday, Clarins saw a perfect opportunity to experiment and learn culture by implementing a “Wheel of Fortune” concept in certain countries. The gamification gifts were personalized according to each country’s local culture. Any visitor arriving at their website would play the digital game, spin the wheel, and receive a gift automatically in their inbox. This ease of automatic implementation was a great user experience, especially for mobile visitors.

Read the full story here: How Clarins Uses AB Tasty for Personalization and Retention

4. Amazon’s ‘Recommended For You’ Approach

Amazon is no stranger to personalization marketing. In fact, it could be argued they were the first major e-commerce retailer to really put personalization into action. The company has become known for its product recommendation emails and personalized homepages for logged-in customers. Using their own algorithm, A9, Amazon goes above and beyond to first understand customers’ buying habits and then deliver an experience that’s been deliberately designed for relevance. 

Why it works: Customers feel valued and understood by the retailer when seeing emails and recommended “picks” that are tailored to their interests. Consistency also plays a part in Amazon’s approach, as they continue to deliver an even more granular personalized approach for customers.

5. Nike and Their Customized Approach

Nike always goes the extra mile to personalize the shopping experience, as we’ve seen with their SNKRs app that allows premium (loyalty, Nike+ shoppers) access to a large catalog of products that they can then customize. It’s the perfect way to cement customer loyalty by offering them the unique opportunity to tailor items to their exact liking.

Why it works: By giving customers a certain degree of autonomy with design, Nike is giving customers the freedom to express their individuality, even while the company continues to produce the same style of shoe around the world. Despite being a huge brand, Nike has created a great loyalty program that engages customers and stokes their excitement about buying Nike products.

6. Net-A-Porter’s Personalized Touch

Luxury online retailer Net-A-Porter has adopted the ‘recommended for you’ approach but with a unique twist to appeal to its high-end customers who want a more premium service when they shop. The company gives away freebie products to customers based on previous purchases, adding a personal touch to an otherwise standard online shopping experience. This is not unlike Amazon’s recommended emails, except Net-A-Porter customers receive a physical product — and who doesn’t like a gift!

Why it works: These gifts show the appreciation Net-A-Porter has for its customers and help to bring the luxury shopping experience online.

7. Coca-Cola’s Name Campaign

In 2011, Coca-Cola launched its Share a Coke campaign in Australia, printing thousands of names on their diet and original soft drinks. This simple yet effective campaign made sales skyrocket, supporting the notion that consumers engage with brands that address them by their first name (albeit in a rather broad sense!) Personalized bottles became all the rage, with people trying to find their own names along with those of their friends and family members. The campaign was globally recognized and started the ball rolling for other brands such as Marmite, which also saw great success with a naming campaign.

Why it works: Is it the simple notion of vanity that makes these name campaigns so popular? Consumers love to see their own names on popular products, making them almost ‘gimmicky’ with a collectible edge that makes people feel special!

8. Target’s Guest ID

The US retail giant Target decided to up its personalized campaign game by assigning each customer a guest identification number on their first interaction with the brand. Target then used the data to obtain customer details like buying behavior and even job history! Target used personalized data to understand the consumer habits of its customers and to create a view of their individual lifestyles. Target focused particularly on customers who also had a baby registry with them and even used their marketing data to make ‘pregnancy predictability scores’ for customers who were browsing particular items!

Why it works: Arguably, delivering a personalized experience for every customer visiting a physical store is a tough job for any retailer. By assigning a ‘guest ID’, Target was able to understand buying behaviors and patterns from their customers in-store and use the information to make suggestions on products they may be interested in.

Everyone wins with one-to-one personalization

The data you collect equally benefits your brand and your customers. By understanding what your customers are looking for, you save them time by providing them with informed recommendations, personalized messages, and unique experiences to solve their pain points.

Without proper data collection or genuine segmentation, it’s nearly impossible to provide users with a 1:1 personalized experience. Loyal customers want to feel like their brand really knows them and what they’re looking for. Achieve one-to-one personalized experiences by correctly analyzing and leveraging personalized data. If you’re looking to serve your customers, increase sales, and build brand loyalty at the same time, you’ve found your blueprint with personalization.

The post What is One-to-One Personalization in Marketing? (With 8 Examples) appeared first on abtasty.

Part of this transformation lies in their strategic partnership with AB Tasty and the integration of EmotionsAI to better understand their customers and boost their experience optimization roadmap.

With insurance buyers increasingly seeking reassurance, trust, and intuitive experiences, DirectAsia recognized the need to evolve beyond traditional approaches to meet these demands. Like many financial services, insurance is inherently complex by nature.

DirectAsia ran tests focusing on an area on their website where they knew they had room for improvement. They compared the results of that test on segments selected by EmotionsAI versus a broader audience. Download the case study to find out how EmotionsAI expedited visitor journeys through to their quote page.

The post DirectAsia Simplifies Insurance Experiences with Empathy appeared first on abtasty.

By implementing AB Tasty’s AI-driven, personalized recommendations at crucial touchpoints in the customer journey, Jacadi achieved impressive results: a 15% increase in revenue from visitors who engaged with these tailored suggestions, and these customers spent 1.7 times more on average than others.

AB Tasty’s innovative, cookie-free technology not only enhanced Jacadi’s customer experience but also ensured compliance with global privacy regulations. This powerful solution is designed to adapt to the unique needs of global brands, making it the perfect choice for companies looking to optimize their e-commerce strategies.

Ready to elevate your online performance? Discover how AB Tasty can help you create high-performing, personalized shopping experiences that drive both customer satisfaction and business growth.

The post Jacadi Boosts International E-Commerce Sales with AB Tasty  appeared first on abtasty.