The best way to optimise your online offering is by responding to user behaviour; the ability to engage with your users results in higher conversion rates and lower acquisition costs. On average, 98% of users will visit a retail site without making a purchase. As a retailer, lowering that number and increasing the percentage of users that convert to purchase is a clear way of giving your eCommerce business a boost. Read on to find out how Locayta Behavioural Targeting can help you do just that

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Being able to re-target those users who have previously abandoned your website without making a purchase has multiple advantages. Firstly, targeting an audience that has previously shown an interest in your site is much more likely to result in sales compared to trying to capture an entirely brand new customer. So how can we do this? Locayta’s Behavioural Targeting technology is able to assess previous interactions on your site to produce relevant, tailored and highly personalised merchandising features. Some of them are outlined below…

Targeted search results

Firstly, you can guide your users with targeted search results. Directing your customers to products you are sure they are interested in based upon past user behaviour increases conversion rates dramatically. Dynamic, reactive and updating all the time, Locayta’s search enables retailers to return seach results based on the success of previous interactions on site.

Personalised Product Recommendations

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Similarly, Locayta are able to apply the same high relevancy and accuracy to Product Recommendations which are placed on product detail pages, search results and basket pages. The technology uses behavioural algorithms to suggest add on purchases in real time whilst your customer is browsing.

Display advertising

When it comes to display advertising, Locayta is able to provice targeted displays for each page view. By analysing the content of each page the technology identifies which display adverts are relevant to that particular page. Then tracking user activity, display adverts are shown which a good match for that users activity.

Behavioural Merchandising in action

For client Prezzybox, Locayta has delivered results beyond expectations. “It’s been a revelation,” says Edwards. “We have total control. We use Locayta’s Balance Factor technology to adjust the weighting of search and category results, meaning that as well as responding to user behaviour we can add our own stock control and promotional strategies into the mix.”

The next steps…

Amongst the many services available from LocaytaBehavioural Targeting comes fully integrated into the Locayta Freestyle Merchandising® platform. To see it in action and find out more on Locayta Freestyle Merchandising® services as a whole, visit www.locayta.com today.