Add personalization to your sales funnel

1. Segment your audience into groups of prospective or existing customers.

Prioritize current customers versus prospective customers. Acquiring a new customer costs 6-7 times more than retaining and selling to an existing one. Also, existing customers are your most profitable source of recurring revenue. With prospects, use tactics like overcoming objections, offering free trials, highlighting social proof, and pitching entry-level products and services. With customers, go for the upsell and the recurring sale. Focus on new products and service upgrades by connecting what they’ve already bought with the next step in your product orbit.

2. Use personalization in your email marketing like subcriber's name and the magic word, you.

For example, in 2014 YPR magazine used targeted text and images based on their customer’s gender and language.

3. Customize images to your customer segment's demographic information.

For example, you might include photos of women with your product for a women’s segment, and photos of men with your product for a men’s segment.

4. Use dynamic images in your product description pages to offer interaction and personalization to your visitors.

There are two types of dynamic images you can use: 360 degrees images and active images. Create your own 360 degree images by following these basic guidelines: Use a white background and a turntable. Do not move your camera or object manually to take product photos. Take 24 photos of your product, each at roughly 15 degrees apart: Stitch your photos together using 360-degree product view software. For example, For both types, simply upload your image and follow this code string for linking your image to another page.

5. Use pricing automation tools like Wiser to flex your products’ prices in real-time according to your visitor's browsing history and competitors' prices.

6. Use automated CTA solutions like Trendemon to tailor your CTAs to what your customers are actually doing.

Check out this example aimed at a previous customer. Notice the CTA copy: “Restart Your Membership.”

7. Define your buyers into groups. Start examining your list with these categories:

Recency: how recently a person bought or visited. Frequency: how often that person buys. Value: the average dollar value of their purchases. Lifestyle: namely traffic source where they came from to get to your site, geographic location, and income. Price consciousness: Is this person buying the best or the cheapest?

8. Pick and offer incentives tailored to your defined buyer groups.

CXL offers a few starter ideas like offering free shipping to first-time buyers, or coupons to get them in the door. Automation can run this process much more efficiently than manually. One savvy SaaS offering this kind of behavior targeting is Fanplayr. For example, by segmenting Seattle Coffee Gear’s products and visitors into three groups; high margin, low margin, and all others, the company was able to create discount offers of varying value that only display when prospects visited specific product pages. You can use real-time information like purchase history, page views, device type, search term, and referral source to create your own segmented offers that appear strategically throughout your visitor’s onsite experience.