How Equipment Dealers Can Use Personalization to Increase Conversions Online

Written by Team SI on Wednesday, April 10, 2019


In today’s digital environment, equipment dealers need to address various audiences and make sure visitors on their websites see relevant content that delivers the right information to the right type of visitor at the right time. Sixty-six percent of consumers say that personalized offers and content have had an impact on their decision to purchase a product or service. Since you cannot appeal to everyone simultaneously with relatively generic information, personalization on websites enables you to build personal and relevant connections with your consumers by providing them with the research that is useful to their immediate needs. Remember, we live in an impatient world where we do more than 60 percent of our research on our mobile devices. Think about how fast you click out of a website when you can’t find what you are looking for.

When you can be proactive in engaging your customers, you will see your conversion rate increase. Team SI did a study in 2018 that found that 72 percent of leads that came through our equipment dealers’ websites came from a mobile device. We only expect that to grow in 2019 and 2020, which makes personalized experiences that much more important.

Let’s take a look at an example. If a small ag customer comes to your website, they would see small horsepower tractors and zero-turn mowers, while a large farmer would see mid-size tractors and combines. These customers fall into a very specific category. To tailor your content to get better results, review the checklist below on how to implement a personalization strategy, as suggested by our partners at Sitefinity.


Step One: Key Questions

  • 1. Who are my buyer personas?
  • 2. How can I identify these specific targets?
  • 3. Do I have content that aligns with each persona?
  • 4. What steps do I want visitors to take next?
  • 5. What do I want to measure?
  • 6. What defines success?

Step Two: The Right Tools

  • 1. Make the unknown user known by considering behavioral, audience and third-party data.
  • 2. Go beyond the inbox by displaying dynamic website content based on visitors' personas, actions and stage in the customer journey.
  • 3. Give a full view of the customer with call history, service claims, profile data, social media data, browsing behavior and order history to determine the tailored content your consumers want.

Step Three: A Launch Plan

  • 1. Segment your audience with unique identifiers to target the right message to the right person.
  • 2. Refine your messages so they are relevant and engaging to each target group.
  • 3. Clearly define your call-to-action within each message to drive your consumers to take action.
  • 4. Go to where the conversation is by remarketing on the channels and pages you know your audience visits to get them back to your website. **On average, only 20 percent of people come back to your equipment dealership’s website.**
  • 5. OPTIMIZE! Personalization is an iterative approach, test to see what is working and what isn’t.
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So now you might be wondering, how in the heck do I do this on my website? Chances are, your current website provider cannot offer this tool to you. No worries, if your equipment dealer website is with Team SI, then it is already included. If you want to learn how to get started, we encourage you to check out our new website platform called Element. It provides features all based on data and how equipment consumers want to search for your equipment online.


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