Newbie, mid-level and expert affiliates, ahoy!

As a digital marketer of any rank, you must have been engulfed in the world of conversion optimisation in one way or another, from improving your landing page copy to advanced A/B tests, all in order to achieve the ultimate Jolly Roger design.

Today, I am here to show you a niche of CRO that you can use to improve your conversions regardless of your knowledge level – personalisation.  

Personalisation? What’s that?

In short, personalisation is offering targeted information to individuals.

Personalisation can be done in multiple ways, but here are some examples you might have come across:

  • Google search has presented you with results that are more relevant to you (sites you have previously visited; that are closer to your current location etc.)
  • While logged into Amazon, you will see products you have looked at recently and those you have previously bought (for easy re-ordering).
  • Native Advertisement – you must have seen the lady that shocked doctors with her amazing weight loss and the kid who got muscles the size of wheels by now!

All the above cases (and many more) are examples of how you were provided with targeted information, based on what you visited, bought or looked for.

Sounds good? Now, here’s what YOU can do…

The above examples (Google, Amazon, Native Advertising) are done using software that you might not have access to, due to cost or the technical knowledge required to replicate it for your needs. But at the end of the day, you don’t really need it.

From an affiliate point of view, personalisation can be achieved in a variety of easy and cost-free ways. But let’s start with two:

  • Geographic Personalisation
  • Demographic Personalisation

Geographic Personalisation

Geographic personalisation

Look at your analytics stats (Google Analytics; Piwik etc.) and find out the countries you get most traffic from. Chances are, you are getting traffic from multiple countries:

  • English Content (possible traffic from the US, UK, Australia, Canada, …)
  • French Content (possible traffic from France, Canada, Ivory Coast, …)
  • Spanish Content (possible traffic from Spain, Mexico, Argentina, …)
  • German Content (possible traffic from Germany, Switzerland, Austria, …)
  • Portuguese Content (possible traffic from Portugal, Brazil, Angola, …)
  • And more….

An example: A Mexican visitor lands on your spanish website.

In this scenario, your visitor might have objections such as “Do they ship to Mexico?” or “Do they accept Mexican Pesos?”.

If your customer doesn’t find the answer to these objections, they are more likely to leave your website and go look for the information elsewhere, meaning you lose a potential sale.

So how do you solve this? Personalisation, of course!

Here’s a few methods you can use to achieve this:

Method 1 – Use your content

Easy, ain’t it? Simply adding the information on your content will do quite well.

Personalisation - use your content to well inform your customers

The image above is a snippet from CrazyBulk’s shipping information page. As a customer, you would know straight away that they ship to the US, UK, Europe, Canada, Australia and rest of the world.

If you had an objection about whether the product ships to your country, it might be solved with this information and you are now more likely to buy.

This is something you can easily replicate on your content with simple information such as: “CrazyBulk ships to Spain, Mexico, Argentina, Colombia, …”.

Not only you are giving reassurance to your customers from these countries, you are also adding content that will allow you to rank easier in search engines for “CrazyBulk in Colombia” or “CrazyBulk in Mexico”.

Using WordPress? Take a look at the GeoIP Detection plugin.

This is a little beauty that will keep it easy for you. All you have to do is add a shortcode in place of the country name and it will automatically show customers the country where they are visiting the site from. Your content will look like this:

CrazyBulks ships to [geoip_detect2 property=”country.name”]!

Method 2 – Use Images

An image is worth more than a thousand words, or so they say.

So if you want to go fancy with it, you can achieve personalisation with imagery.

We have tested this method on merchant websites and have found it works very well. Check out an example of UK personalisation at the Garcinia Extra checkout:

Personalisation: Use images

In this case, you do have to use either a plugin, a third party software or even hire a freelance developer to add a feature to your theme/website.

Using the plugin suggested above (GeoIP Detection) you will need to use CSS for this. You can learn how to do this on their FAQ, but here’s a simple example:

1.Go to the plugin settings and enable the option “Add a country-specific CSS class to the <body> tag”.

2.Add this to your theme CSS (or to a custom CSS plugin):

 

.geoip { display: none !important; }
.geoip-country-ES .geoip-show-ES { display: block !important; }

.geoip-country-MX .geoip-show-MX { display: block !important; }

 

3. Add divs of the countries you want on your page:

 

<div class=”geoip geoip-show-ES”>
<img src=”spanish-flag.jpg” alt=”Spanish Flag”>
</div>

<div class=”geoip geoip-show-MX”>
<img src=”mexican-flag.jpg” alt=”Mexican Flag”>
</div>

 

In this case, if your visitors are from Mexico, they will see the Mexican Flag. If they are from Spain, they will see the Spanish Flag and so on…

Feel free to get creative to get the most out of this!

Method 3 – Use exit pop-ups (at a small cost)

In my previous article, Quick, Easy And Free Solutions To Boost Your Affiliate Revenue Today, I mentioned a tool called GetSiteControl which you will hopefully be using by now for your exit pop-ups, live chat, gathering subscriptions, etc.

As you have probably seen, there are a lot of free features and options. However, for today’s subject (personalisation) you will need a “Plus” subscription, costing $9 a month per site.

If that’s not a problem for you (a single sale pay for at least two months), you can get yourself geo localised widgets (exit pop-ups, etc).

To do this, simply go into the “Targeting” settings of the widget and add the country you want to target with it. Here’s what it looks like (see last setting with Mexico enabled):

Personalisation: Use exit popups on your website

Once again, be fancy with this.

Play with exit pop-ups, pop-ups that show after customers scroll 75% of the page, pop-ups that pop as soon as they enter the website, etc.

Just remember that your ultimate goal is to fight your customers objections.

Demographic Personalisation

Other than Geographic, you can also start doing Demographic Personalisation, particularly in terms of age and gender.

In fact, you might be doing some of it without knowing the terminology for it:

You might find that on your bodybuilding website you have mostly male images while on your weight loss website you have mostly female imagery.

That was done for a reason – so your content/images match your “target audience” (or the target audience you believe you have).

By all means, you are personalising your website already. However, chances are you could be doing it better.

Once again, get your analytics data in front of you and see what gender & age you are getting most traffic from (you should be checking this per landing page, not website).

Example: You might find that surprisingly, your top weight loss article about belly fat is actually getting more traffic from men wanting to get a nice six pack instead of women, and you should adapt your images to that gender group instead.

This concept applies to both genders and all age groups. Ultimately, all you have to do is to ensure you base your content (text and images) around real data, rather than things you think you know – which might even be right in most cases!

By providing relatable content to your visitors, you are giving them the opportunity to see what they might achieve, as they mirror themselves in these fancy pictures. Ultimately, this will make your visitors more likely to buy!

Note: In terms of automating this, adapting content based on demographic data won’t be free and you would require expensive paid software to make it happen, so don’t overthink it just yet and stick to keeping it simple and easy for you to manage.

Demographic personalisation

And that’s it!

Starting your personalisation journey with Geographic and Demographic personalisation isn’t rocket science and can open up your website potential further than you perhaps thought possible, squeezing even more sales and conversions out of your current traffic.

But even more exciting is the scalability (and complexity) that personalisation can have.

As your traffic grows, so can your personalisation campaigns become even more complex and fancy – such as adapting the layout of your website to the current weather or to the football match of the day.

We shall get to this and more in a future article!

In the meantime, if you have any other free (or cheap) tools as well as personalisation ideas that you use, do feel free to comment below.