In today’s post, PrestaShop partner Nosto explains how Planet Fitness increased conversions using personalization.
Did you know that for every $92 spent on acquiring visitors, less than $1 is spent on converting them into customers?
The truth is, in the ecommerce world, we tend to think of anything above a 3% conversion rate as something to be happy about, but in a brick and mortar store this would be seen as catastrophic.
On average retailers are now spending 90% of their marketing budgets driving traffic to their stores, whether through SEO, PPC, affiliate marketing or social media channels. But what happens when the visitors you’ve spent so much of your precious budget acquiring get to your store? For most online shops - nothing. All visitors see exactly the same items regardless of their location, preferences or previous shopping behavior. They’re not treated as individuals with unique wants and needs.
Imagine this in the real world -it’s one thing to not want a pushy salesperson breathing down your neck while you browse, but what if that salesperson ignored you completely? The answer, quite rightly, is that you’re going to take your business elsewhere.
But this needn’t be the case. The ability to gather and utilize increasing amounts of data on customer behavior has allowed brands to start strengthening relationships with customers in a number of ways, with one of the most exciting and successful being personalization, a technology that has only recently become accessible to SME retailers.
And there are already a number of success stories. Planet Fitness, market leader for professionals in the fitness industry, is just one example of an innovative company that has turned to personalization to boost sales.
And boost sales it did! Since introducing personalized recommendations to their online store they have seen a whopping 68% increase in conversion, a 12% increase in average order value, and 70% more time spent on their site -- all while keeping the end customer at the heart of the business.
So, how can you emulate this success in your business?
- Add a top list to your front page to display the items from your store which were most popular in the previous week. Not only does this allow you to showcase the hottest items in your selection right now (capitalizing on current trends) but it also inspires your customers to browse further in your store and buy more of your fantastic stock! When Planet Fitness added this feature it started generating a impressive 6.1% conversion rate…
- It’s an understatement to say that we lead busy lives, and the same is true for your customers. Save them the arduous task of trawling through page after page of items by putting best-seller lists on your site’s category pages as well; this enhances their browsing experience by showcasing a glimpse of the selection in each category. For Fitness Planet adding this feature and then some has increased the time spent on the site by 70% and the number of items browsed by 96%.
- A customer’s browsing history is a great indicator of what they might be looking for. Add browsing history recommendations to your category pages to allow easy and visualized back and forth browsing. Not only will this tempt customers with relevant items but it will also allow them to reconsider pieces before heading for the checkout. Add this feature to the search page as well and they will have no excuse to forget what they were looking for!
- Don’t trip on the last hurdle - just because someone is on the cart page doesn’t mean they aren’t open to buying more great stuff if you have it. Add cart recommendations to the cart page to encourage a last-minute purchase. This works by displaying items with the highest relevancy to the ones in already in the cart. Planet Fitness saw this feature work to great effect, generating a conversion rate of 7.3%
In short, personalization allows retailers to meet each customer’s needs and wants faster and more efficiently than ever before. Offering customers the most relevant content at all points throughout the buying journey increases customer satisfaction and loyalty as well as increasing conversion and boosting sales. What’s not to like?
The Nosto module ‘Personalization for PrestaShop’ is already pre-installed and ready for use in the PrestaShop solution.