/ Growth Tactics

3 User Personalization Ideas for Consumer Services

Over the last years, online based consumer services have become more and more popular: Ticket booking, paid webinars or print-on-demand services are clearly on the rise.

Despite the variety of business models that fall under the label “Consumer Services”, there are some challenges most of these businesses face:

  • Identifying and understanding the individual user intent
  • Addressing to existing customers and prospects in real-time
  • Increasing the user LTV (Lifetime Value)
  • Reducing the CAC (Customer Acquisition Cost)

In this blog post, we are going to take a look at three use cases revealing how user segmentation and personalization help these businesses to drive conversions, sign-ups and other important metrics.

User Personalization Use Case: California Academy of Sciences

The California Academy of Sciences is a public natural history museum in San Francisco housing over 26 million specimens.

California Academy of Sciences Website

The Museum’s Services

The museum’s website reflects the variety of services this institution has to offer. A user may:

  • Book exhibition tickets
  • Book nightlife event tickets
  • Become a member
  • Engage with educational content
  • And much more

Besides its exhibitions, the museum is widely known for its nightlife event making science become accessible for young and old alike in an entertaining manner.

Increase Specific Ticket Bookings Via On-Site Messaging

The goal of this use case is to

  • Drive ticket bookings for the nightlife event
  • Based on individual user actions
  • Without affecting other funnels (such as regular exhibition ticket bookings)

How to Deliver the Right Offer to the Right User?

Several funnels make it difficult to guide the right users to the right spot - based on their intent. Also, the clock is always ticking: If new users get bored or confused, they might drop off after a short while.

Create a User Personalization Campaign to Boost Ticket Bookings

Boosting a single funnel within a multi funnel setup is a perfect use case for user personalization because you may easily segment the right users you would need to approach to.

How do we get there?

Collect and Store Data

Before creating the campaign, we need to install the Intempt tracker on the museum’s website. The tracker is a code snippet similar to Google Analytics collecting and storing each user’s behavior (page views, clicks, form submits and other actions) so we can roll out personalized messages.

In this case, we may pay close attention to data highlighting the user’s intent such a page’s theme.

Create a Behavioral Segment

We then specify a target segment blending past (factual) behavior and future (predicted) behavior. In our case we may target users who

  • Reviewed more than 3 marine-themed pages
  • Have not purchased a nightlife event ticket yet
  • Are predicted to drop off without purchasing a nightlife event ticket

Please note: Segmenting users who are interested in marine themes will make it easier to personalize the messaging later.

This is how our user segment would look like:

California Academy of Sciences Segment

Deliver On-Site Behavioral Messages

A user personalization campaign may be easily created by adding

  • A user segment
  • A campaign goal (tracking the campaign’s success: “Purchased A Nightlife Ticket”)
  • One or more message copies
  • Additional delivery preferences (5 seconds delay, messaging only on weekdays)

The final message could look like this:

California Academy of Sciences Behavioral Messaging

Why a Message at This Time?

Users at this time

  • Reviewed more than 3 marine-themed pages
  • Have not purchased a nightlife event ticket yet
  • Are predicted to drop off without purchasing a nightlife event ticket

We can declutter the website from unnecessary messages by delivering only highly personalized messages addressing the user’s specific interest.

User Personalization Use Case: Roger CPA Review

Roger CPA Review is on a mission ensuring the study process for aspiring CPAs is effective, efficient and enjoyable. This educational hub attracts nearly 170.000 users each month.

Roger CPA Website

Roger CPA Review’s Services

The company offers a wide range of educational products such as

  • Select Course Packages
  • Elite Course Packages
  • Premier Course Packages
  • Free Trial Packages

Considering the packages’ high prices (up to $3.000), a purchase becomes a big commitment for first-time users.

Tempt First-Time Users to Sign Up Via On-Site Messaging

The goal of this use case is to lower the bar by tempting

  • First-time users to
  • Sign-up for a free trial package
  • Based on their behavior
  • Without affecting other users

We utilize social power for this campaign: Presenting specific success stories of exams our first-time users were inquiring before helps them to get engaged and sign up.

How to Deliver Engaging Messages to the Right Users?

Several packages and pricing options make it difficult to individually guide users to the best offer. It is hard to convince first-time users to sign up even for a free trial if the product range is high-priced. Also, the clock is always ticking: If new users get bored or confused, they might drop off after a short while.

Create a User Personalization Campaign to Boost Sign-Ups

Boosting sign-ups via tailored and personalized messaging is a perfect use case for user personalization because you may easily segment the right users you would need to approach to.

How do we get there?

Collect and Store Data

Before creating the campaign, we need to install the Intempt tracker on the website. The tracker is a code snippet similar to Google Analytics collecting and storing each user’s behavior (page views, clicks, form submits and other actions) so we can roll out personalized messages.

In this case, we may pay close attention to data highlighting the user’s intent such as the course bundles and the CPA exam structure.

Create a Behavioral Segment

We then specify a target segment blending past (factual) behavior and future (predicted) behavior. In our case we may target users who

  • Visited the website for the first time
  • Reviewed the price of course bundles
  • Checked out the AUD or BEC section
  • Are predicted to drop off without signing up

Please note: Segmenting users who are interested in AUD or BEC will make it easier to personalize the messaging later.

This is how our user segment would look like:

Roger CPA Segment

Deliver On-Site Behavioral Messages

A user personalization campaign may be easily created by adding

  • A user segment
  • A campaign goal (tracking the campaign’s success: “Created Free Sign Up”)
  • One or more message copies
  • Additional delivery preferences (display messages only on “Exam Structure” pages)

The final message could look like this:

Roger CPA Behavioral Messaging

Why a Message at This Time?

Users at this time

  • Visited the website for the first time
  • Reviewed the price of course bundles
  • Checked out the AUD or BEC section
  • Are predicted to drop off without signing up

Once the visitor is on Justin’s story page, we will send a notification to engage with a free trial by requesting a small commitment (submitting their email address).

User Personalization Use Case: Blurb.com

Blurb is a self-publishing platform allowing creators to publish their own books online.

Blurb Website

Blurb’s Services

Authors can promote and sell their book directly

  • On their website
  • On their blog
  • In their social network

using Blurb’s “Direct Sell” option after they have created an account and uploaded their content.

Blurb’s homepage is beautifully designed, but users are exposed to two separate discounts (20% off by default and 35% off until November) before they even start exploring the website.

Reduce CAC (Customer Acquisition Cost) Via On-Site Messaging

The goal of this use case is to

  • Display discount messages only to specific users
  • Based on individual user actions
  • Without affecting regular users
  • While Reducing Blurb’s CAC (Customer Acquisition Cost)

How to Offer Discounts Only to Those Who Need Them?

A broad user spectrum makes it difficult to identify and approach users who need a push. Plus: The clock is always ticking. If new users get bored or confused, they might drop off after a short while.

Create a User Personalization Campaign to Boost Sign-Ups

Boosting sign-ups via tailored and personalized discounting is a perfect use case for user personalization because you may easily segment only the right users you would need to nurture.

How do we get there?

Collect and Store Data

Before creating the campaign, we need to install the Intempt tracker on the website. The tracker is a code snippet similar to Google Analytics collecting and storing each user’s behavior (page views, clicks, form submits and other actions) so we can roll out personalized messages.

In this case, we may pay close attention to data related to the Photobook section because the 35% discount targets photobooks and we want to ensure high conversion rates there.

Identify Drop-Off Points With User Analytics

After users chose the photobook service, they need to sign up or login to proceed uploading their content:

Blurb Gated Photobook Print

This necessary step will most likely lead to a lot of user drop offs.

To back our hypothesis with data, we could use Intempt’s segment viewer to compare two segments:

  • Returning users who visited the sign-up page
  • Returning users who visited the following page

A user segment comparison could look like this:

User Segment Comparision

Based on the user drain we would notice we could confirm the form is a drop off point requiring to take action.

User Analytics vs Pageview Analytics?

Please note user analytics is different from pageview analytics (Google Analytics and alike).

You may create and compare complex segments which include all kinds of user actions such as visit counts, clicks or form submits and you may also include data from third party sources such as:

  • CMS
  • CRM
  • Search engines
  • Email
  • Social
  • Retargeting

Let us once again take a look at the previously created segments:

  • Returning users (visit count)
  • Who visited the sign-up page (pageview)
  • Who visited the following page (pageview)

Not only pageviews are taken into account here for segmentation but also the visit count, allowing deeper insights into any website’s user flows.

Create a Behavioral Segment

Next, we specify a target segment blending past (factual) behavior and future (predicted) behavior. In our case we may target users who

  • Are returning visitors
  • Did not create an account yet
  • Reached the form step
  • Are predicted to drop off without creating an account

This is how our user segment would look like:

Blurb CPA Segment

Deliver On-Site Behavioral Messages

A user personalization campaign may be easily created by adding

  • A user segment
  • A campaign goal (tracking the campaign’s success: “Signed Up”)
  • One or more message copies
  • Additional delivery preferences (5 seconds messaging delay)

The final message could look like this:

Blurb Behavioral Messaging

Why a Message at This Time?

Users at this time

  • Are returning visitors
  • Did not create an account yet
  • Reached the form step
  • Are predicted to drop off without creating an account

In this scenario, we only offered a discount to the right users lowering the CAC while increasing conversions.

Boost Your Consumer Services Business Via User Personalization

Target visitors based on their behaviour across channels while you still retain full control over your campaign.

If you are struggling with long customer journeys and fragmented visitor segments, this approach can be your tool to drive conversions.

Just be personal, in a smart way.

Want to Get Your Business Leveraged?