One word on the lips of many businesses owners at the moment is ‘GDPR’ – General Data Protection Regulation.
The new legislation – which comes into effect on 25th May 2018 – signifies an overhaul in data protection and privacy, introducing stricter rules and requirements around how firms can legally store and process personal data.
But, how does this impact digital marketers and conversion rate?
If your company relies on customer data to carry out its marketing communications activities, there are a few changes you may have to implement to make sure your site content and data gathering methods are GDPR-compliant. Our 6 conversion rate optimisation (CRO) hacks explain more…
1 – Give customers control of their data
In light of the GDPR, one of the most effective ways your business can excel in CRO is to give con
sumers back the power over their personal data.
And there is one seamless way to do this without risking a plummeting conversion rate…
The solution? Always offer users the chance to share their data with you at their own free will.
Sounds easy doesn’t it? Unfortunately, too many brands are culprits of bombarding their customers with subscription notifications, which quickly disengages any purchase intent they once had.
The key to unlocking strong CRO is to reduce users’ fear of data commitment and only ask for the information you need – not that you might need.
For example, if you only require their name and email address, don’t push for their phone number, postal address, pet name and favourite pizza topping too – a little exaggerated, but you get our point. Information minimisation is a key facet of the GDPR, and less is definitely more when it comes to valuable data capture.
2 – Offer consumers the option to unsubscribe
We know you may not like the sound of this one, but truth be told, it’ll help strengthen your CRO in the long run.
No brand likes the idea of its customers abandoning its marketing database. But, if you lure potential buyers into inputting data with an offer hook – but give them no simple way to unfollow your communications – you’re likely to lose the customer anyway and your emails will probably become a ‘junk-folder’ favourite.
In fact, the best chance of converting visits to sales is to give users the ‘always-there’ option. This then doesn’t shoehorn them into receiving your communications – rather, it gives them the opportunity to take control of what they do and don’t receive from your brand.
Now, what’s so bad about that?
3 – Clearly define your consent options
When your customers take the time to subscribe to your newsletter or create an account on your website, it’s not only unfair to trick them into default opt-ins for marketing communications – under the new GDPR legislation, it is also classed as a breach.
And breaches mean… potentially hefty ICO fines.
To optimise your online experience for users compliantly, your sign-up forms should present each opt-in choice in a straight-forward way. That means no sneaky pre-ticked boxes, bundling or blanket consent statements!
Instead, there should be an easy-to-understand sentence for each separate opt-in, so users are 100% clear on what they are signing up for.
This will contribute to creating a healthy conversion rate on your site, because user-friendly language is more effective for building customer loyalty and trust.
4 – Be smart on how and where you gather data
We mentioned previously that you should only ask for the data you need. But, you can be more inventive in the places where you ask for this information.
Live chat is a great example of an under-utilised data gatherer, which you could be making more use of.
Offering a chat pop-up not only shows a consumer that you care about assisting with their transaction, but it also gives them the choice to accept or decline. Plus, the pre-chat fields at the start of a conversation are magnets for extracting the data your business needs to track and target users – clearly and compliantly if done correctly.
So, by taking the little step of customising data entry points on your pre-chat forms, you will be able to engage virtual shoppers on a more personalised level – making sale completion more likely.
5 – Learn from your online visitors
The legislation may be fast approaching, but that doesn’t mean you can’t implement some simple site tests to find out which layouts and wording combinations work best for your on-site forms.
Roll out a selection of A/B tests with different sign-up wording, offer layouts, data fields etc. to really understand the experience your users want. With the omission of defaulted tick-boxes and clearer language, opt-in forms have the danger of looking wordy and cluttered – not great for keeping a visitor’s attention.
So, find out which test delivered the highest conversion rate and implement accordingly – and be sure to change it at any point if you’re no longer seeing the results you want.
6 – Use your consented data wisely
Once you gain customers’ personal details, you gain their trust. That’s why using this sensitive data considerately is important if you want positive
conversion and retention.
Whether its presenting users with offers on your site or sending them a weekly round-up of your best offers, ensure that your communication is targeted and in line with their preferences.
Run granular reports to analyse the browsing behaviour and page engagements for different segments of your online traffic, to truly home in on what content makes customers tick. Only then will you be able to mitigate any opt-outs and site exits.
Marketing your products more smartly also means that you won’t have a database bursting with shoppers who have no desire to interact with your brand.