Personalisation and The Effect on CRO – Interview with Stephen Pavlovich

Stephen Pavlovich is the CEO of Conversion.com, the UK’s largest conversion optimisation agency. Stephen will be speaking at Conversion Elite on June 6th and I wanted to ask him in more detail about Personalisation and the impact it has on websites.  Their clients range from SMEs to Fortune 500 corporations. Across the US, UK and Europe, they have worked in diverse B2B and B2C industries, including SaaS, finance, travel, ecommerce, media, health, and gaming.

“You are going to be talking about personalisation. Is there more personalisation in e-commerce sites than on news sites? When did personalisation first come out?

It depends… I like to refer to BJ Fogg’s behavioural model that talks about behaviour being driven by motivation, ability and a trigger. Or to put it another way, wanting to convert, being able to convert, and having the initial trigger or stimulus.

Often people think about personalisation in terms of product recommendations (trigger). That applies equally to ecommerce sites and news sites – a news site could recommend articles based on other topics or stories you’re interested in, the same as an ecommerce site will recommend products based on others you’ve viewed or purchased.

But personalisation applies to motivation and ability too. You can infer from a user’s behaviour what motivates (or concerns) them, and use this to personalise their user journey. Likewise you can increase someone’s ability to convert by reducing the steps to take targeted actions based on existing user data.

How has personalisation affected your clients?

It’s been one of those subjects that people think they should be doing but aren’t sure where to start. Often people fall into the same mistakes: focusing too heavily on the “how” (eg looking at the tech to support it) rather than the “why”.  That’s why we created a whitepaper (https://conversion.com/personalisation-whitepaper/) that shows how anyone can check when (and where) they should start, and what to do first.

For several of our clients, we’ve used personalisation to generate double-digit increases in conversion rate and AOV.

How long does it normally take to set up personalisation for an ecommerce site?  (For example Amazon size)?

Personalisation is a very broad term – and its implementation can obviously vary based on complexity. To get started could be a simple A/B experiment that leverages some “known” data about a visitor (channel, landing page, or even time of day). To implement properly is an ongoing opportunity – which is why fast-growing companies like Netflix and Facebook invest so heavily in experimentation and personalisation.

You mention in your presentation you will show the audience how to discover meaningful segments of users, could you expand on what this would be.

Absolutely – it’s essential that personalisation justifies the investment. Otherwise you’re simply creating a more fragmented website for no reason.  To identify meaningful segments, you first need to understand the goals that visitors have, and how their motivations and objections will differ. Some visitors may have the same goal, but completely different concerns. Being able to infer these and personalise the user journey can be essential to a higher conversion rate.”

Thank you Stephen for your time, we cannot wait to see you at Conversion Elite.

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