The Value of Pre‑Purchase Personalization
Learnings from millions of customer interactions and interviews of 900 senior marketers.
- The personalization factors with the highest impact on conversion rate
- Examples of digital experiences and other touchpoints you should personalize
- Tips for overcoming implementation and efficiency challenges
Why is personalization so important?
Personalization, or messages tailored to individual shoppers’ preferences, is becoming an essential strategy for growing companies. Recently, McKinsey & Company identified that "companies that grow faster get 40% more of their revenue from personalization as their slower-growing counterparts" from benefits such as positive consumer associations, shorter buying cycles, and higher lifetime value.
Building upon the personalization thesis, we found that the path to an even higher customer acquisition rate is paved with personalized experiences between a shopper's first engagement with your digital assets all the way up to their initial purchase. We call this pre-purchase personalization; responsive experiences unique to each individual shopper formulated from first-party data acquired in the moment.
In the shopping journey outlined below, you can see all the opportunities to collect consumer information via web browser information and lead form responses. Each touchpoint informs the following touchpoint in real-time, providing a truly unique journey for each consumer. plan to ramp up their investment in personalization marketing in the coming yearplan to ramp up their investment in personalization marketing in the coming year
We surveyed 900 digital marketers and found:
58% plan to ramp up their investment in personalization marketing in the coming year
78% believe that pre-purchase personalization is very important for boosting conversions
45% identified a skill gap as the biggest organizational hurdle for implementing personalization
Want us to walk you through it?
Tune in to our recent LinkedIn Live featuring three of our top personalization experts as they uncover insights from millions of consumer interactions that will equip you with the foundation to start your pre-purchase personalization journey.
The Value of Pre‑Purchase Personalization
Learnings from millions of customer interactions and interviews of 900 senior marketers.