Lamps Plus cuts bounce rates by 22% with personalized landing pages
- Lighting retailer Lamps Plus reduced bounce rates 22% from product listing ads by leveraging the personalization platform Certona, according to results from a new case study made available via a press release.
- Lamps Plus started delivering similar, relevant products based on shoppers' interactions with a product listing advertisement (PLA). The approach led to a decrease in bounce rates from paid traffic sources, as well as a 17% drop in bounce rates from external traffic.
- When consumers see a PLA on Google, clicking on it takes them to a personalized LampsPlus.com landing page with the product featured in the ad and other personalized recommendations. The recommendations are based on Certona's predictive algorithm, which draws from real-time shopper behavior, paid search keywords and other information like device type, location and time of day.
Lamps Plus is combining a few different marketing strategies to retain shopper interest, including a greater degree of personalization and new ways of thinking about search. By leveraging Certona's platform, the retailer has been able to better curate its online shopping experience, and tie that experience more closely to popular channels like Google's PLAs. Basing recommendations on consumers' search and purchasing habits is also helping Lamps Plus build awareness and customer loyalty.
Personalization is becoming increasingly key to digital marketing success, but it is an area where many companies miss the mark. Forty-eight percent of surveyed consumers have left a brand's website and purchased elsewhere due to a poorly personalized experience, a recent study by Accenture found. Those figures were up from 40% from 2017.
Part of the issue stems from marketers being able to accrue good data that can inform their targeting. Accenture found that 73% of consumers said no retailer or brand has communicated with them in a way that felt "too personal," or overstepped bounds, but marketers should still be transparent about how they're collecting and applying information.
Businesses that clearly communicate how data is being leveraged to target ads can see up to a 40% boost in engagement, according to research by Maritz Motivation Solutions and the Harvard Business School. Transparent language, such "recommended based on your clicks on our site," can improve click-through rates by 11% and time spent on product pages by 34%, the groups found.