I’d Test That: How Kodak Gallery Can Use Visual Personalization to Bump Up ConversionsPOSTED ON 18 April 2012
The power of personalization is undeniable; we’ve seen it cause statistically significant lifts many times for our clients. Adding a customer’s name to messaging automatically grabs their attention, if only for a few vital seconds. But a name isn’t the only option for this strong conversion tactic. There’s also visual personalization.
Kodak has long been synonymous with all things photography. Over the years, they’ve had to do a lot of evolving to stay on top of the huge shift from film to digital. One of the natural channels they landed in on their Kodak Gallery site is “photo gifts,” ranging from albums to mugs to iPhone covers, all customizable with your personal photos.
This mode of personalization isn’t exclusive to Kodak—you can find it online at sites like Shutterfly.com. But what seems to be missing across most of these sites is the visual aspiration that can tip a “just browsing” customer into the “buy now” category. On KodakGallery.com, there’s a goldmine of testing opportunity using visual personalization.
Take advantage of a captive audience.
These tests would be targeting what we consider the “fish in a barrel” audience; those customers who have signed up for an account and have already uploaded pictures. Why this audience? The action of creating an online photo album indicates a level of engagement and interest that is ripe for conversion.
I had already signed into my Kodak Gallery account and uploaded some pictures to have in my online album. So I went to the Photo Gifts section and poked around, finding the iPhone covers section. Immediately I saw great opportunities for testing.
Make it speak directly to the customer.
Here I am, a signed-in customer with photos uploaded to my album. I’m looking at customizable gifts. This is the perfect opportunity for Kodak to put visual personalization into place. A fantastic test would be to grab a photo from my album and have it automatically appear on every iPhone case featured. Seeing something that is immediately relatable to the customer, rather than a series of photos of people they don’t know or have a connection to, is a powerful conversion tactic.
One of the questions posed by our conversion team was “How would they pick which photo is used?” Since this is a random dynamic pull, it’s not something that can be controlled. So, yeah, if the customer has uploaded a series of tasteful nudes from their last Caribbean vacation, they might get treated to a page full of wow. Honestly, though, I think this demographic is more likely uploading family pictures, pets, scenery and the like.
Using a module like this one would encourage personalization, and would still have the benefit of a recognizable image. This would let you choose from your available uploaded pictures, which would then populate all of the products on the page. It’s a more circuitous route to visual personalization, but it would be interesting to do an A/B split test between this and the automatic option.
Follow through on your conversion tactics.
After clicking through from the main iPhone cover page onto a specific model, we hit a page that is itching for testing. On this page alone, Kodak could test:
1. Size of image. Blowing up the size and adding a photo from the customer’s album would add a powerful visual incentive.
2. Messaging. Test shorter, benefit-driven copy using strong bolding.
3. CTA. At this point, if they are seeing a large version of the product and their photo in it, “Get Started” isn’t the strong call to action needed. Testing this messaging would get fast conversion insights…maybe something like “Customize Your Case” or even “Add to Cart.”
Keep it consistent.
There are plenty of opportunities for Kodak to use visual personalization throughout their site. Any page that promotes their products could auto-populate the product with a customer’s photo, giving a powerful push to convert.
So what about customers that aren’t signed in or registered? Existing customers can be prompted to sign in and/or upload pics to see their photos on products. And first-time registrants can definitely benefit from a strong push to add photos to their albums. The current sign in/sign up page has a lot going on. This would be a great place to put in a module communicating how uploading photos now will give them a chance to see them on all products.
Kodak is a phenomenal company, and has weathered the digital storm pretty gracefully. We’d be pretty interested to see how using visual personalization site-wide on Kodak Gallery would push conversion. Since we didn’t see this being used at competitor sites, testing these various tactics could result in a huge conversion lift for KodakGallery.com.
Ready to make it personal? Where can you optimize your site for a more compelling conversion path?
Brooks Bell is the industry's leading online conversion firm. We help large online retailers and subscriber-supported companies maximize their online sales funnel by testing and optimizing all points in the conversion path.
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