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A marketer’s dilemma: Overcoming the challenge of IT resourcing in iGaming

At Frosmo, we’ve seen how our iGaming customers battle with time management and struggle which of the many tasks should be prioritized, with the IT team usually at the forefront of any project.

The IT team is most likely involved in every project that the company runs, whether it be from GDPR, UI changes, CRM/back-end changes, etc. They work with game providers, banking, KYC, registration flow, and other important tasks that not only keep the site up and running but also compliant with ever-changing local and international laws and requirements.

 

The real cost of creating an in-house IT team

With the increase in big data and the emergence of AI, cryptocurrency, VR games, and eSports, the workload and strain on the IT department are only set to increase in the coming years.

It’s then no longer a surprise that when a request comes from the marketing team to update the row of the most popular games on the site or change the content of a banner, it is not put on top of the pile. With a huge work backlog, it can actually take months for the simplest changes to be implemented and by then, the campaign has already ended or no longer updated.

These irregular, ad-hoc, more tactical changes should be left in the hands of the team that works closely with them, whilst leaving the more strategic site changes to the IT team.

We’ve also come across other solutions that utilized the IT team in creating personalization platforms from the ground up. Doing an in-house personalization project may seem like a good idea at first because using your available resources looks more practical. But in the long term, the IT team would also need to build a user-interface for the marketing team to change and monitor personalization. The whole process just adds another layer of complexity to the IT team as they need not only to maintain and upgrade the personalization-related code but also the user interface to manage this. Marketing will also require changes to this UI.

 

Automated testing brings many benefits for iGaming companies

A good personalization solution should ideally be able to run comparison tests, such as A/B or MAB tests that bring clear business benefits such as bigger returns and reduced time. By automating the content selection, the casino manager or the marketing team can drastically reduce the time spent on manually selecting game content shown in each market. But the entire work must maintain a simplified UI if it will be run and analyzed by the marketing team, or else, it will be controlled by the IT team, who will set it aside, as mentioned previously, because it’s not their top priority.

Now isn’t it time we reduce the strain on the heroic IT guys and let them concentrate on the important tasks they were hired for in the first place?

Contact us and let us help you with your personalization journey.

Want to hear more about Frosmo’s personalization for iGaming?

Read about our great success stories and let’s get started!

 


About the writer: 

David NelsonDavid Nelson works at Frosmo as a Customer Success Director and has many years of experience supporting international clients in a variety of business sectors. He is enthusiastic about helping customers define their business strategies and transforming them into solutions with real-world results. Outside of work, he is a huge football fan!

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4 tips and tricks to deliver smart and effective product recommendations in retail

When trying to sell a product in a department store, you can’t have the same pitch to every potential customer. The same goes for online stores. A one-size-fits-all webstore doesn’t work if you want to get higher conversions and increase brand loyalty.

Your visitors are more likely to spend money and return to a site that makes them feel valued with personalized offers that are tailored to their needs. They will be happy, which also means your conversion rates will soar.

Follow these four tips and trips to deliver personalized customer experiences:

  1. Front page — make sure it’s not static

    The biggest flaw that most online stores share is that they have only one version of the front page catering to all visitors. But every visitor is unique, hence they should be properly segmented into groups based on interests, behavior, and other historical data that you can collect through their repeated visits. Instead of a one-size-fits-all solution, the content on your front page should vary based on who’s viewing it to create a more personalized shopping experience.

    When a visitor returns to your site, you should help them pick up where they left off instead of showing the standard home page. To help the second or third-time visitor continue their journey as friction-free as possible, try providing content that is popular among other visitors, currently trending content, or even pieces of content the visitor has previously read.

    Front page — make sure it's not static

  2. Product page — ensure that it’s not a dead end

    Retail website traffic usually lands on product pages from search engines and ads. A visitor often spends a lot of time on this page to take a closer look at the products they want to purchase. But what if the product isn’t available, or it turned out as not exactly what the visitor wanted? The customer journey should not end there.

    To avoid losing potential customers to your competitors, offer them some recommendations or alternative products that might be more suitable. Present options to continue exploring the site such as:

    • Find similar products
    • Most popular from the brand 
    • complementary or optional “You might like these” 

    Product page — ensure that it's not a dead end

  3. Category page — make product discovery as easy as possible

    Category pages are crucial to product discovery, serving as sources of traffic from search engines or paid ads. After the front page, they are usually the very next step in the shopping journey.

    We recommend at least two recommendation strategies to make product discoverability easier. The first set of category page recommendations shows the trending products based on highly-converting or most popular products. To enforce product relevancy and increase average order value, behavioral data is also used to show recommendations based on particular user interests in a specific category and combine it with products viewed or bought together.

    Category page — make product discovery as easy as possible

  4. Check-out page — last chance for effective cross-selling and increasing AOV

    Sweeten the deal by offering additional products that complement the item that your customer wants to buy. For example, for a dress, provide options for shoes and other accessories that match the dress.

    Make cart pop-ups for recommendations to include the data about store items in stock. It raises the level of relevancy and encourages effective cross-selling.

    Check-out page — last chance for effective cross-selling and increasing AOV 

 

Frosmo’s winning formula in personalization

With an AI-powered personalization solution that uses numerous data points, ecommerce businesses can create individualized category pages, learn more about their visitors with each interaction, and improve the customer experience in real time, leading to impressive results. Personalized pages can help you stand out from the competition by capturing the micro-moments of ecommerce shopping

Frosmo’s winning formula in delivering the best personalization results in the market is based on a unique combination of the following key features: 

Frosmo's product winning formula

Let’s get started within days! 

Let’s get started

 

You can also download the ebook:

Personalization on different web pages

 

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Quick personalization fixes to bring better results faster on front and product pages

In this turbulent year, there’s a huge surge in online orders as customers are forced to go digital. With the peak sales season around the corner and retailers moving online, are you prepared to surpass your best sales record?

Customer journeys are not linear and it might take several visits before the conversion is accomplished. For many years now working with numerous ecommerce sites, we’ve seen so many things that you can do on front and product pages to improve conversions.

In this blog post, we introduce the easiest best practices to make your front and product pages convert more while creating loyal happy customers.

 

Product page – make sure it’s not a dead-end

Product page - make sure it’s not a dead-end

The product page is often the landing page where a potential customer lands after searching and selecting a product for a closer review. But quite often, the customer journey does not end there. What happens if the product is not quite what the visitor wants? Or what if the product isn’t available? 

Most of the time, the product page is a dead-end that doesn’t give the option to continue exploring the site. As a consequence, you lose the buyer to your competitor. Give your visitor some recommendations to find better suitable or alternative products. We always recommend having three sets of recommendation strategies on the product page such as

  • Find similar products
  • Most popular from the brand 
  • complementary or optional “You might like these” 

 

Best tactic: Give your potential customers options to continue the exploring phase of the customer journey from the product page.

 

Front page – make sure it’s not static

The biggest mistake that online stores do is showing the same static front page to all visitors without segmenting them into groups based on interest, behavior, and historical data.  

The beauty of the visitor’s repeated visits to your site is that with every visit, you can collect data to create a more personalized shopping experience. 

Our data and experience show that when the visitor returns to the site, the journey usually starts again on the front page. So the question is, how does the front page help the second or third-time visitor continue their journey as friction-free as possible? 

Frontpage - make sure it’s not static

There are several tactics: 

  • Feature the product that highlights the customer’s interest in your hero banner. 
  • Show tailored product offers or CTA’s according to the customer journey phase and product interest. 
  • Use inspirational content according to the product interest, for example, content that needs to be taken into account when choosing the right product.  
  • Deliver product recommendations according to the interest and customer journey phase.

 

Believe us – it’s fast and easy

To make things easy and fast, let Frosmo’s personalization software do the tricks on your online shop by creating personalized customer journeys.  

Frosmo’s winning formula in delivering the best personalization results in the market is based on a unique combination of the following key features: 

Frosmo's product winning formula

Read more about our best practices in personalizing the entire customer journey on different web pages as well as our customer cases.

Let’s get started within days! 

Let’s get started

About the writer:

Maija Erkheikki has over 15 years of experience in the international software industry and is driven by a passion to use technology to improve the quality of life. This passion was best exemplified in her role as a consultant for healthcare companies, working on business processes and performance management. This led to a career in the partner-driven software business, where it is critical to build win-win-win models. Currently, she is fascinated by the digitalization of commerce and how artificial intelligence reshapes all industries.

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Best practices on personalizing the entire customer journey on different web pages

You and your customer have the same goal. You both want the customer journey to be easy, intuitive, seamless, and as friction-free as possible. How can you make that happen?

The answer is customer journey orchestration – a smarter way to visualize and optimize customer journeys from start to finish.

Customer journeys are not linear but rather a maze of repeated visits, pieces of consumed content, and other actions. Visitors come from different circumstances and have varying needs for information. To have a meaningful impact on the customer experience, you need to manage the entire customer journey, optimize it, and personalize it accordingly.

Non-linear purchase process
Let’s take a closer look at a typical customer journey in an online retail store, and how to apply personalization in each phase of the journey. We’ll walk you through the best practices and practical examples of how you can deliver smart and effective personalization on different types of web pages.

 

Personalizing the front page

A great customer journey starts with content that builds credibility. Your front page should have good content and should also showcase available promotions and other interesting offers.  Instead of a one-size-fits-all solution, the content on your front page should vary based on who’s viewing it and what you know about them. Personalized recommendations on the front page make the revisiting buyer feel more welcomed and create a smoother buying process.

The front page of Rajala, a Finnish photography specialist retailer in business for 100 years, shows generic content for first-time visitors, and content customized according to the interests and behavior of returning visitors.

Rajala frontpage


For
Ruka, one of the leading ski resorts in Finland, personalization starts with segmenting visitors: customers who show interest in going to Ruka and travelers who are already in the area. There are two seasons in Ruka, winter, and summer, and they attract very different types of visitors. The customer segmentation data is used to display personalized content to push events, ancillaries, such as ski lift tickets, and accommodation options.

Ruka front page


The strategy of
Power, a leading electronics retailer in the Nordics, is to assist the customer journey for better product discovery and conversion on the front page. Recommendations show the currently most popular products or products recently viewed by the visitor.

Power recently viewed page


Personalizing the category page

The next phase of the customer journey is discovery or decision-making, where the retailer strives to help customers find and select the right product within the group of nearly similar alternatives. It’s also a good opportunity to recommend complementary products for up-sell and cross-sell conversions.

Category pages are crucial to product discovery, serving as sources of traffic from search engines or paid ads. After the front page, they are usually the very next step in the shopping journey.

Power aims to help the visitors find the most relevant product to purchase in the category pages. Two strategies are in place to make product discoverability easier. The first set of category page recommendations shows the trending products based on highly-converting or most popular products. To enforce product relevancy and increase average order value, behavioral data is also used to show recommendations based on particular user interests in a specific category and combine it with products viewed or bought together.

 

Power recommendations- trending products
Power recommendations- popular products


With product recommendation strategies implemented on the pages, the results have been proven strong and effective. Purchase conversion rates have gone up by 170% compared to the group who don’t see recommendations, and average order value has gone up by 41%.

Rajala is also using customer data to experiment with the placing of the product filtering component.

Rajala product filtering

 

Personalizing the product page

Before the customer actually makes a purchase, you can increase the average order value (AOV) by using effective product recommendations on the product pages. Personalization on product pages enables brands to reach out to customers in a way that directly and precisely meets their needs and desires.

Reima, a global leading brand in functional kids’ wear, boosts sales by providing their customers with personalized product recommendations to find the most suitable items for each customer’s individual needs. Their strategy is to recommend products that other similar customers have bought.

Reima recommendations

 


Rajala recently tested a feature by Frosmo where visitors can easily see the accessories associated with the product.  In addition to being able to add suitable accessories directly to their cart, the visitors can also see the full price for the combination by hovering over the “Add to cart” option. This feature makes it easy for potential customers to make purchase decisions for the products they need.

Rajala calculator


Accurate and relevant recommendations are key to providing meaningful visitor experiences.
A-lehdet, a Finnish media house, shows personalized recommendations after the visitor has read an article.

A-lehdet recommendations

 

The product page is all about making sure the conversion happens and that the average order value increases. Traditionally, customers put a lot of effort to choose the product that best suits their needs. To make the choice easier, Power uses recommendation strategies based on relevant products viewed or bought by others as well as historical data of the visitor to recommend related products.

Power recommendation strategies based on relevant related products viewed
Power recommendation strategies based on relevant related products viewed

 

Personalizing the checkout page

A thank you page is not only good for showing the order information. It is also the perfect place to do upselling. Sweeten the deal by offering additional products that complement the item that your customer wants to buy. For example, for a dress, provide options for shoes and other accessories that match the dress. Personalized recommendations offer a more personalized shopping experience, leaving customers feeling more valued. Optimizing and personalizing your checkout page can bring amazing results.

The delivery calculator has helped Reima boost sales at check-out by reminding customers how much more they need to buy to take advantage of free shipping.

Reima delivery calculator

Power is developing cart pop-ups for recommendations to include the data about store items in stock. It raises the level of relevancy and encourages effective cross-selling.

Power basket pop-up recommendations
Power basket pop-up recommendations

 

Of course, the customer journey shouldn’t end with a single purchase. With the customer’s consent, welcome them back later on with an email recommending complementary products for the products they already purchased.

Email recommendations

 

Frosmo’s winning formula in website personalization

When trying to sell a product in a department store, you can’t have the same pitch to every potential customer. The same goes for online stores. A one-size-fits-all webstore doesn’t work if you want to get higher conversions and increase brand loyalty.

Frosmo’s winning formula in delivering the best personalization results in the market is based on a unique combination of the following key features: 

Frosmo's product winning formula

We identify your visitors’ interests to understand every step on their customer journey. Our powerful personalization engine finds the winning product recommendation algorithm for each visitor on the right page at the exact right moment.

Smart customer journey orchestration is the key to delivering unique customer journeys that build loyalty, retention, and long-term benefits, both for the brands and the customers. And this is what Frosmo does- orchestrating customer journeys and helping brands take control of the entire customer experience through AI-driven personalization.

Contact us now and let’s get started.

Let’s get started

 

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How to personalize and optimize category pages to maximize profitability

In a supermarket, it can take you an hour to go around the endless rows of products – even with the large square signs hanging above every aisle – to find the pasta sauce you want. In digital retail, category listing pages act as virtual aisle signs. After the front page, they are usually the very next step in the shopping journey.

Category pages are crucial to product discovery, serving as sources of traffic from search engines or paid ads. But most category pages are not effectively optimized and use simple sorting methods that don’t cater to multiple audiences. You may be tempted to display all your products on a single page, but showing everything on this limited screen real estate can also backfire. Visitors who can’t find the right products effortlessly will leave the site.

Category pages play a critical role for any ecommerce business. Therefore an effectively optimized and personalized category page:

  • Offers a relevant experience to every visitor and tailors content to specific preferences and intent.
  • Improves the visitors’ overall shopping experience and shortens their time to purchase.
  • Delivers a good foundation for SEO to generate traffic from landing pages.
  • Increases product discovery.
  • Enables visitors to narrow down the number of interesting products, making decision-making easier and the likelihood of purchase higher.


Optimizing category pages

Before personalizing a category page we need to optimize the aspects of the page. This means grouping and presenting products in such a way that a visitor can easily find what they’re looking for and immediately get the relevant information about the products.

So how do we achieve an ideal category page? Let’s go through these aspects:

Optimizing category pages

    1. Listing of products and narrowing down the lists
      When you list the products, emphasize on what the visitors see first. There should be a good wide range to choose from between products, such as budget, size, or other features.
      Give the visitors easy accessibility on narrowing down the product list so they can quickly choose which product to purchase. They should also be able to sort products according to their needs and requirements. Some sorting examples usually used in ecommerce stores include bestsellers, customer ratings, new arrivals, and price.You can use these tools to narrow down the product lists:

      • Categorization
        Categorization means grouping products in broad and generic categories. For example, women’s clothes categories can comprise dresses, skirts, and tops. You can divide categories further to subcategories. For example, dresses can be further divided into party dresses, casual dresses, and office dresses. Effective categorization enables visitors to easily choose the best option. 
      • Filtering
        Once your categories and subcategories are in place, you can apply filtering. It allows visitors to refine their search based on various properties, such as size, color, and price, as well as more specific product attributes, such as material, style, or length.
      • Search
        Keep the search function simple, specific, and intuitive, so that visitors can easily find the exact product they want. Customers can find nearly any product imaginable online and get it delivered to their home within the week. The search box should be prominent enough for a visitor to easily enter their query and double-check that the query is error-free.

       

    2. Clear product photos
      Using clear photos that showcase the products well gives your visitors a better idea of the product. The style of the photos should be consistent  across all product categories as much as possible.

 

    1. An appropriate number of products in a row and on a page
      To avoid confusion, keep the number of products to a minimum if the products require a lot of space or information.  On the other hand, fewer products may also indicate a lack of variety, so try to gauge the number that works best on each category page, depending on the products you want to showcase. You can also provide a drop-down list to let visitors choose how many products are shown on a page.

 

    1. Highlight special offers and promotions
      To entice customers with good deals, highlight products on discount. You can add icons to indicate free shipping, or emphasize products that are on ‘buy 1 take 1’ offers. Show the sale price or the discount percentage in a different color so that it stands out.

 

    1. Display product ratings and customer reviews
      If a product is highly rated or recommended by other visitors, you can use an icon, such as a number of stars, to show the rating of the product. A high rating adds credibility and makes visitors more inclined to purchase the product.

 

    1. Add calls-to-action (CTA) that create a sense of urgency
      To create more demand for your product, add a CTA that encourages visitors to buy immediately. For example, you can use urgent CTAs on your category pages indicating that time is running out for a great deal, such as ‘limited supply’, or ‘few products left, or ‘free shipping only today’.

 

  1. Allow visitors to add to cart easily
    Make it easy for visitors to add a product to their cart or wish list with a single button click. Visitors not wanting to spend a lot of time shopping will thank you.

 


Personalizing the category pages

Once your ideal category page is ready, it’s time to start building a relationship that goes beyond the computer screen. You achieve this by making the digital journey focused and clear through personalization. Here are some best practices for category page personalization:

    1. Reorder thumbnail images to create personalized category pages based on user affinity and behavior
      If a visitor has viewed particular brands, colors, or styles on your site prior to landing on a category page, you can use this information to reorder the category page just for them. Instead of showing the most popular products, you can leverage the visitor’s behavioral data to place the products they are interested in at the top of the page in the most visible position.
      Reorder thumbnail images to create personalized category pages based on user affinity and behaviorWith limited screen real estate, it’s critical to immediately show relevant products, especially on mobile, where the visitors’ attention span is usually very limited. Tailor the product listing pages (PLPs) according to each visitor’s behavior and preferences. Strategies can include:

      • Color variants based on visitor preference
      • Abandoned items
      • Recently viewed
      • Popular items from visitors’ favorite subcategories
      • Category variety for new visitors
      • Bestsellers

 

    1. Utilize past purchase information to automatically recommend the most relevant products
      When a visitor connects with your brand for the second time, they’ll feel valued if you recognize them. If there was a previous purchase, the next challenge is to trigger another one, be it a  replenishment product or a complementary item. Use the combination of AI, context, and insights to understand visitor behavior.
      Utilize past purchase information to automatically recommend the most relevant productsRecommend items complementary to the products that the visitor has already purchased. Use recommendation strategies, such as “Customers who bought this also bought” or “Shoppers who viewed this also viewed”.If a visitor comes to your site and looks at several summer dresses, when they return, it shouldn’t be on a generic category page filled with your most popular dresses. Instead, they should return to a category page that ranks dresses based on the style they looked at or purchased previously. In this case, summer dresses should be at the top of the page.
    2. Use A/B testing on category page filters and sorting tools
      Use A/B testing on category page filters and sorting tools
      For retail ecommerce businesses with a large inventory, optimizing product discovery is important to help visitors find exactly what they’re looking for. Continuous testing can better facilitate the user experience. Experiment on different menu styles, number and order of the filters, placement, and so on. Find out which solution showcases more products and make it easier for your visitors to find them.

 

    1. Optimize the navigation of the page
      Optimize the navigation of the page

      With thousands of brand offerings, finding the perfect product effectively can be tedious. Navigation becomes an essential element of the website, and that goes for category pages as well. A search menu on category pages can improve product discovery and increase add-to-carts and purchases. Add search filters to improve product discoverability and help the visitor navigate more easily through the product categories. By monitoring their site behavior such as product views and search queries, you get insights that you can use to personalize category pages based on visitor preferences.

 

    1. Highlight product feed filters based on visitor affinity
      Browsing a category page can be overwhelming with so many filters and sorting options. To optimize the visitor experience and increase visibility on relevant products on category pages, use affinity data to highlight the visitor’s most popular filter type. You can use a dynamic banner prompting them if they’d like to reapply the previously used filters, such as color, price, or style.
      Highlight product feed filters based on visitor affinity

 

    1. Create personalized filters based on visitor affinity to simplify the navigation
      When visitors aren’t sure of what they want, going through several category pages and filters can be time-consuming. Reduce the barrier between searching and buying by personalizing the navigation experience through personalized filters for each site visitor based on their unique affinity.
      Create personalized filters based on visitor affinity to simplify the navigation

 

  1. Personalize the category pages for first-time visitors
    How do you personalize a page if you don’t know the visitor, or don’t have behavioral information about them? Leveraging the popularity of products has been proven to yield great results for first-time visitors who haven’t yet expressed any interest in a specific product line.
    Personalize the category pages for first-time visitorsAt the same time, you can use these contextual signals to create a relevant experience the minute a visitor lands on your page: 

    • IP address, which provides their most likely geographical location
    • Operating system
    • Inbound link
    • Season and time of day


With the ecommerce marketplace becoming more crowded plus increased expectations of today’s consumers, ecommerce businesses must keep up with the competition by providing websites that are easy and enjoyable to browse.
Personalized category pages can help you stand out from the competition by capturing the micro-moments of ecommerce shopping. And with today’s technology, category pages can offer an engaging and unique experience by responding to each visitor’s intent in real time.

The category pages also receive a big share of your site’s traffic, especially from Google search. Therefore, improving category pages that list various products is crucial for ecommerce companies. Ecommerce businesses should provide websites that are enjoyable to browse and ensure that the category pages are simple, clean, and easy to navigate.

With an AI-powered personalization solution that uses numerous data points, ecommerce businesses can create individualized category pages, learn more about their visitors with each interaction, and improve the customer experience in real time, leading to impressive results. Visitors are more likely to spend money and return to a site that makes them feel valued with personalized offers that are tailored to their needs. Start delivering personalized experiences on front pages and product pages

Contact us and let’s get started.

Request a demo

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Rivalo drives business impact with personalization

Sports and casino operator Rivalo wanted to bring agility to their business so they can serve their customers better and drive stronger business impact to their products, sports, and casino.

They needed a data-driven approach that will make the best use of their pages and boost engagement with an easy-to-discover and personalized content based on different player profiles. With a good track record of helping successful iGaming operators, the Frosmo personalization software was up for the challenge.

The most important business KPIs for Rivalo were set for personalization: increase cross-selling from the sports menu to the casino, and good numbers that indicate better customer engagement with the casino content.

Frosmo also aims to increase both speed and flexibility for the marketing team to operate and make changes to the website content.

The business impact of personalization

The great thing about personalization is that you can see the impact immediately. Rivalo has been impressed with the significant results that were quickly generated.

“We’re very happy with increased CTR and sales in our casino products delivered by product cross-sell recommendations. We also feel great to be able to cater to the needs of our customers better with a more data-driven approach and personalized content.”

Stefan Kaindlestorfer, Managing Director, Rivalo

Based on Google Analytics data, the transition from sports lobby to the casino is over 27% higher among visitors who are impacted with the Frosmo recommendation content in the sports lobby.

Moreover, visitors who see the recommended content play 28% more casino games than visitors who see the original content.


Product cross-sell

The first priority was to establish a natural connection between the sports menu and casino to increase cross-sell and to drive engagement in the casino games.

Different platforms for casinos and sports bring challenges to iGaming operators as they typically don’t share customer data and insights. With Frosmo personalization, the behavioral data can be easily shared between the two platforms in the front-end to show highly targeted content tailored to players’ preferences. The process creates opportunities to cross-sell between the platforms, like displaying casino games and content that the player is most likely interested in, and in the most relevant areas when the visitor is most likely to engage.

The approach provides a connection between the two main products, which will increase engagement and conversions. The best practice in providing the cross-sell promotions of casino games is to use collaborative filtering combined with player segmentation.

On Rivalo’s website, casino game recommendations were placed in various places in the sports menus and targeted certain segments of the players. Recommendations game carousel was implemented showing collaboratively filtered content recommendations, such as relevant recommended games that are played most frequently by similar players.

Rivalo recommendations gaem carousel


Dynamic personalized promotional banners

With dynamic and personalized promotional banners in the casino lobby, the goal was to make banners more engaging and relevant for the target segments to increase customer click-through rates (CTR) to promotions. 

Rivalo’s marketing team was able to use Frosmo’s templates for deploying the banners which meant increased control and agility to do the changes quickly and efficiently.

One of the goals was to make personalization as easy to use as possible. Frosmo’s easy-to-use personalization templates gave the marketing team content control, speed, and agility to meet the changing needs of our customers in a smart way,“ says Bárbara Piedra, Marketing at Rivalo.

dynamic and personalized promotional banners in the casino lobby

 

Casino game recommendations

AI-powered recommendations ensure that you’re harnessing all of the data available on every touchpoint of your service. You can leverage this data to start predicting what slot or game your player would like to see next. This continuous combination of learning from a player’s product interest, their profiles, and the context of their visit, means that you can offer highly targeted, relevant, and engaging content.

The key goal of creating personalized game recommendations is to increase the number of games opened and played, which ultimately drives deposits.  

Collaboratively filtered content recommendations were used to the game listing with machine learning to understand what the player would like to play next based on similar customer profiles.

Collaboratively filtered content recommendations

 

For the iGaming business to thrive, the customer experience needs to be personalized. Ultimately, it’s about understanding your players’ needs and personalizing the customer experience while reminding them of the thrill of finding new games to play. The aim of personalization is to offer content or guidance that is relevant to a player’s situation and individual needs. The relevancy drives the likelihood of conversion rates and transaction value.

Interested?

Let’s get started

 

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Optimizing and personalizing your website front page

The front page of your website is the gateway to your business, the virtual front door where visitors decide if you are worth their time or not. Because you only have a few seconds to impress them, think of the front page as an applicant interviewing for a job. People put their best foot forward to land their dream job, and so should you with your visitors. When a new visitor arrives at your front page and proceeds to browse through it, they start questioning what you can offer, criticizing every detail they see, and trying to identify if you are the best fit for them and worth their money.

The front page gets the majority of a website’s traffic, but many businesses still find it challenging to effectively optimize and personalize them. The front page may be just the first step in the shopping funnel, but it can lead to a lasting impression on whether a visitor should stay engaged or leave the site.

So the question now is:

Is your front page making the right lasting impression?

To ensure that it is and that your visitors are engaged from the start and stay on your site, your front page should be both optimized and personalized.

Optimizing the front page

The basic elements of an optimized front page are:
Front-page optimization

      1. Unique value proposition supported by visuals
        Your value proposition is your elevator pitch. Short and precise, it needs to immediately communicate what you can offer to your visitors and why they should choose you. A picture is worth a thousand words, so make sure that your photos and images resonate: for example, choose engaging photos that add credibility, such as a person wearing your clothes or using your products.

     

      1. Call-to-action (CTA)
        The front page should pique the visitors’ interest, prompt them to explore your site, and ultimately make a purchase. A good CTA pulls visitors in, sends them deeper into your site, and drives them to the end of the shopping funnel. It’s the ultimate action that converts a visitor into a customer.

     

      1. Promotions/offers/inspiration
        With most retail stores having almost the same offerings, how can you stand out? Highlight your product collections and showcase inspirational looks of the main product offerings to entice visitors to start shopping. Promotions are also a great way to encourage visitors to stay on your site instead of jumping to your competitors’ websites.

     

      1. Key categories
        Help your visitors find exactly what they want on your website. Showing your key product categories on the front page will give visitors a glimpse of what they can purchase from your site. Make the categories compelling and visible, and make it easy for visitors to reach individual product pages.

     

      1. Popular/trending products
        Product recommendations on the front page should both inform and engage new visitors, so recommend the hottest products or ones that stand out from the competition, those that have ranked best on your site in different categories, bestsellers, or trending.

     

      1. Easy-to-locate search feature
        A search box is a valuable asset to include on your front page, especially if your website has a lot of content. Use a standard and clearly visible search icon to allow your visitors to easily find the products they’re looking for.

     

      1. Clear-to-follow navigational structure
        The navigation menu should be straightforward, intuitive, and easy to locate. Think of it as a road map that visitors use to find the shortest route through your site. A good and thorough navigational structure gives the visitors an overall view of the content and a clear path into your website and helps them easily locate the information they want. A good structure also helps reduce bounce rates and increase conversions.

     

      1. Trust and social proof
        Today, a good social media presence is a prerequisite for a successful ecommerce business. People want to see that you are visible online. Providing links to social media accounts is a great way to encourage visitors to engage with your company through another channel.

     

    1. Footer: About us, delivery, and other information
      When your visitors reach the end of your front page, they should see a little bit more than your headline or your value proposition. It could be something about how the company started or a short story of how it was founded. Contact information encourages the visitors to get in touch with you and gives them more security and assurance, knowing that if anything goes wrong, they can easily reach you. At the same time, delivery information should also be easily accessible, so potential customers know their delivery and refund options.

 

Personalizing the front page

The front page is often a landing page from marketing ads, which marketers spend so much time and money on. According to a report done by Marketing Charts, front-page personalization has remained the second most popular type of personalized experience. The front page should be designed to serve different audiences from different origins. It cannot just be a generic landing page built around one message for all visitors.

Personalization by segments
The problem that most businesses share is that they have only one version of the front page catering to all visitors. But every visitor is unique: each comes to your website with their particular background, expectations, and needs. Their experiences with your website should reflect this uniqueness. Instead of a one-size-fits-all solution, the content on your front page should vary based on who’s viewing it and what you know about them based on the data you’re tracking. Personalizing the page for your visitors makes them feel like you know them and what they want.

A properly personalized front page will yield the following benefits:

  • Improve engagement
    The visitor wants to quickly find the products that they are interested in, while you want to engage the visitor and make the awareness journey easy, relatable, and intuitive. With personalization, you will both strengthen the relationship with returning visitors and find out faster what works the best for new ones. Your visitors want a sense of belonging and a reason to buy from you. Part of front-page personalization is a sense of connection – providing the right kind of content and balance for each customer about your brand, your credibility, and social proof. With the right personalization tactics, you can immediately capture the visitor’s attention and engage with personalized content based on past shopping behavior.
  • Increase conversions
    The visitor wants to quickly find the products that they are interested in, while you want to engage the visitor and make the awareness journey easy, relatable, and intuitive. With personalization, you will both strengthen the relationship with returning visitors and find out faster what works the best for new ones. Your visitors want a sense of belonging and a reason to buy from you. Part of front-page personalization is a sense of connection – providing the right kind of content and balance for each customer about your brand, your credibility, and social proof. With the right personalization tactics, you can immediately capture the visitor’s attention and engage with personalized content based on past shopping behavior.
  • Improve lead quality and support ABM (account-based marketing)
    Using personalized campaigns that focus on highly tailored experiences can drive engagement with targeted accounts and increase the number of quality leads.

 

Optimization and personalization work best together

Once you’ve optimized your front page, you’re ready to personalize it. Implementing personalization strategies may seem tedious but considering the tools that exist today, it’s no longer impossible to achieve.

From dynamically updating a hero banner based on recently viewed or previous purchases to showing a recommendation slider or carousel with relevant products, efficient optimization combined with effective personalization is the key to unlocking the most revenue from your front page. Since you can now collect a lot of data about your visitors and really get to know how they behave on your site, it’s vital to make use of this possibility. Landing every visitor to the same generic front page limits your ability to convert more visitors and increase revenue.

Here are the best practices for optimizing personalization on the front page:
Front-page personalization

    1. Automated segment-based optimization of the hero banner
      The hero banner on your front page shouldn’t be the same for all visitors. The banner should be customized according to each visitor’s current phase on their customer journey. With second-time visitors, for example, you already have some behavior data available, so you can personalize the banner for them on an individual level.

 

    1. Returning user last viewed product
      For returning visitors, since you already have data about their shopping behavior and browsing history, use personalized product recommendations. For example, if a visitor previously bought a dress, try recommending an item that complements the dress, such as a pair of shoes or a bag. To boost sales, when visitors browsed your website previously but didn’t make a purchase, help them pick up where they left off by showing their recently viewed products.

 

    1. Best performing offer within the segment/category
      You can group your visitors into segments based on their preferences and customize your offers for each segment. Personalize according to the contextual segment, that is, gender, location, interests, weather, and so on. Use contextual recommendations such as “Trending in your area”, “What’s new”, or “You might like”. Test out different versions to see which one works best. Conduct A/B testing regularly so you can bring in more targeted leads by doing what works and changing what doesn’t.

 

    1. Automated optimization per segment searching for the best-performing inspiration
      Utilize AI-driven optimization to dynamically search for the best-performing inspiration or recommendation strategy for a specific visitor segment and automatically verify its performance.

 

  1. Product recommendation strategy according to customer phase and affinity
    Product recommendation strategies on the front page mainly consist of highlighting the most popular products, but with the data on hand, you can then find the best products to present to each customer accordingly in every phase of the customer journey. Every visitor is exposed to the most relevant product recommendations at the top of the front page when using an affinity-based strategy.

Non-linear purchase process

The front page plays a key role in customer journeys. The image above visualizes a three-session customer journey on a content-driven website, where registration is the end goal. The beginning of the second and third sessions are the most underserved points of the customer journey. When a customer returns to your site, you should help them pick up where they left off instead of showing the standard home page. Try providing content that is popular among other visitors, currently trending content, or even pieces of content the visitor has previously read.

Optimized vs personalized front page

Success for any brand that wants to acquire and retain customers now lies in the ability to tap into and understand the needs of website visitors throughout the whole customer journey. But for truly one-to-one customer experience, personalization should extend far beyond the front page. Category and product pages can also be personalized to reflect each visitor’s interests and lifecycle stage. Your customers will be happy, which also means your conversion rates will soar.

Ready to start your personalization journey?

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The University of Helsinki ensures better customer experiences through AI-driven personalization

The University of Helsinki is Finland’s largest and oldest academic institution. Since 1640, it has contributed to the establishment of a fair and equal society that is considered the best in the world according to a number of indicators. The figures are impressive: 40,000 students and employees; 50,000 web pages; and 3M monthly page loads. 

In the international Webometrics ranking for online visibility, the university placed among the top 10 universities in Europe and the top 60 universities in the world. It’s great evidence of the data-driven approach and level of high ambition in creating exceptional customer experience across all their online services. 

Their website helsinki.fi provides information on nearly 100 degree-programs as well as doctoral education and lifelong learning opportunities. The website offers content for many other groups also; international academia, researchers, alumni, university funders, business, and political decision-makers, journalists, and citizens who are interested in science. The pages offer research information, latest news, and cooperation opportunities for all friends of research and science.

The university website is run much like a big media house with tens of different interest groups and thousands of articles. The online communications team at the University understood that a static website that looks the same for everybody is not the modern way of serving different interest groups. They believe that website personalization is the way forward to create better customer experiences. 

Frosmo’s personalization software was chosen to replace the competitor technology during fall 2019. The university uses Frosmo personalization software to create customer journeys with personalized hero banners, A/B testing, and recommendations that use NLP (Natural Language Processing).  

Clear KPIs are set for personalization, increased click-through rate (CTR), better customer experience with better website usability, and personalized content as well as better content discoverability. A/B testing enables data-driven decision-making and it’s been part of the university’s way of doing for many years.

“We see website personalization as the way to provide the best possible web experience to all of the University of Helsinki target audiences. It also strengthens our efforts for true data-driven service development.”

Anni Aarinen
, Head of Development, Digital Content, University of Helsinki

 

AI-driven NLP for better content discoverability and great customer experiences

One of the most important functions of the university is to produce reliable information for the whole society and the news and articles have a wide audience among “regular” citizens. The core of good customer experience is great content discoverability. AI-driven NLP is the best option to cater to the needs of many target groups by recommending articles according to the interests of the reader.

NLP at Helsinki University website

The Frosmo NLP algorithm gathers insights from all the articles of the university by analyzing the text, titles, lead paragraph, and scoring the articles for similarity, and then ranks them in order of relevance.

Recommendations at Helsinki University website
Recommendations at Helsinki University website

The CTR is an important metric to indicate the relevancy of the articles that NLP recommends and how many clicks the recommended articles get. The results have been great and more than 25% of the users who have seen article recommendations have clicked them.

Semantic relationships of words are handled by Fasttext incorporated with Frosmo’s algorithms to give the best articles similarity.

 

Data-driven website management through A/B testing

The usability and whole customer experience on a website this big are really important. It’s next to impossible to make good decisions without testing and adopting the best performing versions. A/B testing is widely used in testing new web designs, the order of content listings, different titles, and texts.

It’s fascinating to test larger implications of the new designs on the website, for example, to test whether the size of a picture has an effect on the scroll depth. Frosmo A/B testing is able to give us more in-depth data on web behavior than we would get from Google Analytics. Testing is part of our core and will definitely play a big part in gathering data for our new website design project.

Anni Aarinen, Head of Development, Digital Content, University of Helsinki

 

Interested in website personalization and how to drive data-driven culture?
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Press release: Frosmo valitsi Henricon digitaalisen liiketoiminnan kumppaniksi

Asiakassegmenteissään maailman johtava personointiohjelmistotalo Frosmo valitsi uudeksi digitaalisen myynnin ja verkkokauppojen konsultoinnin kumppaniksi Henrico Digital Business Agencyn. 

Yhteistyö alkaa uusasiakasmyynnillä ja verkkokauppojen konsultoinnilla, joiden avulla lähdetään yhdessä auttamaan pohjoismaisten verkkokaupan kasvua ja myyntiä. Henricon pelirohkeus ja ketteryys sekä digitaalisen liiketoiminnan vahva osaaminen vaikuttivat siihen, miksi juuri Henrico on sopiva kumppani Frosmolle.

“Ensimmäisen vuosipuoliskon aikana uusasiakasmyyntimme kasvoi 100% edellisen vuoden vastaavaan ajankohtaan verrattuna. Yhä useammin asiakkaat kaipaavat ohjelmiston lisäksi verkkokaupan kasvattamiseen liittyvää konsultaatiota ja resursseja. Vahvistaaksemme omaa tarjoamaamme valitsimme uudeksi digitaalisen liiketoiminnan kumppaniksemme Henricon, sillä heidän työnäytteensä, kokemuksensa ja näkemykset digitaalisen liiketoiminnan tulevaisuudesta vakuuttivat meidät”, kertoo Frosmon perustaja ja vetäjä Mikael Gummerus.   

Kaupan liiton tuoreen raportin mukaan kotimaisten kauppojen osuus on 60 prosenttia Suomessa tehdyistä vähittäiskaupan verkko-ostoksista. Kotimaisten kauppojen osuus kasvaa meillä nopeammin kuin muualla Euroopassa. 

Paras keino vastata kovaan kilpailuun on panostaa asiakaskokemukseen. Monikanavainen asiakkuuden polun ymmärtävä personointi on siinä avainasemassa. Vaikka Amazon rekrytoi jo avainhenkilöitä Ruotsissa ei verkkokauppaa yksi yritys tule voittamaan. Amazonia vastaan voivat paikalliset toimijat pärjätä juuri ylivoimaisella asiakaskokemuksella. Toinen vaihtoehto on todella kova erikoistuminen. Niin sanonut Digital Native, Vertically Integrated  ja Direct to Consumer -verkkokauppabrändit ottavat koko arvoketjun haltuun yhdistääkseen alhaisen hinnan vahvaan asiakasuskollisuuteen (esim. Casper.com, Dollar Shave Club).

Tällaiset toimijat pysyvät kilpailukykyisinä isoja online-jättejä kuten Amazonia vastaan leikkaamalla väliportaat pois ja myymällä itse suoraan verkossa kuluttajille tuotteitansa. Yhtiöt keskittyvät hyvin tiukasti tavoittelemaan vain tietynlaisia pienempiä kohderyhmiä ja -kuluttajia erityisesti sosiaalisen median kanavien kautta. Internet Retailerin mukaan vain omissa verkkokaupoissaan myyvät online-brändit kasvavat melkein kolme kertaa nopeammin kuin keskimääräiset verkkokaupat. Näille kaupoille yhteistä on myös monikanavaisen asiakaskokemuksen jatkuva optimointi, josta voi ammentaa oppia kaikille toimialoille. 

“Frosmo on meille erittäin mielenkiintoinen kumppanuus, sillä Frosmo on omissa asiakasvertikaaleissaan kaikkien tuntema, ja heidän liiketoiminnalleen suuret volyymit eri verkkokauppojen kanssa mahdollistavat datan laajamittaisen käytön liiketoiminnan kasvattamiseen. Uskon, että pystymme yhdessä tuomaan merkittävää arvoa pohjoismaisille verkkokaupoille yhteistyömme myötä. Yhdessä olemme enemmän”, kommentoi Henricon perustaja ja toimitusjohtaja Tomi Pyyhtiä.

 

Lisätietoja:

Mikael Gummerus
Founder & CEO, Frosmo
+358 50 323 4643
Mikael.gummerus@frosmo.com 

Tomi Pyyhtiä
Founder & CEO, Henrico Digital
+358 50 388 4106
pyyhtiatomi@gmail.com 

Frosmo on asiakassegmenteissään maailman johtava personointiteknologiaa tarjoava ohjelmistotalo. Frosmo auttaa digitaalisia liiketoimintoja saavuttamaan parempaa asiakaskokemusta ja konversioita, sisällön personoinnin, suositusten ja tekoälyn avulla. Frosmon asiakkaita ovat Suomessa mm. A-Lehdet, Kotipizza, Otava, Power, Tokmanni, Helsingin kaupunki ja Rajala Pro Shop. Frosmo työllistää yli 70 työntekijää.

 Henrico Digital on digitaalisen liiketoiminnan asiantuntijatoimisto. Henrico on erikoistunut digitaalisen liiketoiminnan tuotantopalveluihin, digitaalisen liiketoiminnan strategioihin, sekä digialan asiantuntuntijoiden suorahaku-, sekä suunnittelupalveluihin. Henricon asiakkaita ovat mm. K-Caara, Drop Design Pool, Dingle, Kustannusosakeyhtiö Teos, ja ASML. Henrico on itsenäisten freelancer konsulttien verkosto ja työllistää n. 15 digitaalisen liiketoiminnan senior ammattilaista.

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Power delivers effective product recommendations in different phases of the customer journey

Power International AS is the leading electronics retailer in the Nordics since 2015. Their strategy of relying heavily on the omnichannel business has always been successful with a considerable market position and a turnover of 1.1B Eur. 

For a retailer like Power with 20,000 different items to sell, it’s crucial to have personalized and relevant product recommendations for every step in the customer journey. 

Creating an optimal customer journey with so many products is not an easy job. Customer journeys are far from linear but rather a maze of repeated visits, a variety of consumed content, and other actions. The final conversion is seldom gotten during the first website visit. Every customer comes from different circumstances and has different ways to discover products and make purchase decisions.  

All these mean that the whole customer journey needs to be personalized, not just the page where we think the conversion will happen. For example, it doesn’t make sense to show a static front page for the visitor who has previously engaged with the website and is likely to complete the purchase. With this complexity, Power wanted to have the best personalization software in the market. 

The Frosmo personalization software brings product recommendations to a whole new level by using different data points about the customer to select the perfect AI-based recommendation strategies to support the customer journey in the best possible way. These data points include the customer’s location on the site, the phase in the customer journey, segment information based on historical behavior, and customer affinity. Taking the whole customer journey into account makes Frosmo the most versatile personalization software in the market.

The cooperation with Frosmo and Power started when Frosmo got a chance to prove our product recommendation capabilities against a leading competitor, increasing the overall conversion which is their most important KPI to follow.

To support the whole customer journey, we implemented Frosmo’s AI-driven product recommendations strategies for the following pages in their online store: frontpage, category page, product detail page, add to cart pop-up, and search page results.

 

Great results in conversion rates and average order value

With product recommendation strategies implemented on the pages, the results have been proven strong and effective. Purchase conversion rates have gone up by 170% compared to the group who didn’t see recommendations. The average order value got up by 41% compared to the group who didn’t see the recommendations.

“We’re very satisfied with the increase in conversions and average order values that Frosmo brings us with AI-driven product recommendations. The overall experience of implementing the recommendation strategies and the cooperation with Frosmo has been straightforward and was surprisingly deployed as a turnkey project. I would highly recommend using Frosmo against other competitive solutions.”

Jarkko Lehtismäki, CTO, Power International AS

 

Different recommendations strategies for friction-free customer journey orchestration

Personalized and AI-driven product recommendations aim to perfect the customer experience by helping the visitors go through the customer journey as friction-free as possible. Here are the strategies implemented for different Power sites.

  1. The first strategy is to advance the customer journey towards better product discovery and conversion on the front page. Recommendations show the most popular products at the moment, based on most converted and most-visited products by all users. The second set of recommendations shows recently viewed products by the customer.
    Power recommendations- popular products
    Power recommendations- popular products

     

    Power recommendations- recently viewed products
    Power recommendations- recently viewed products

     

  2. In the category pages, the aim is to find the most relevant product to purchase. Two strategies were implemented to make the product discoverability easier. The first set of category page recommendations shows the trending products based on highly-converted and most popular products. To enforce product relevancy and increase average order value, behavioral data is also used to show recommendations based on particular user interests in a specific category and combine it with products viewed or bought together.
    Power recommendations- trending products
    Power recommendations- trending products

     

  3. The product page is all about making sure the conversion happens and that the average order value increases. Traditionally, customers put a lot of effort to choose the product that best suits their needs. To make the choice easier, Frosmo creates recommendation strategies based on relevant products viewed or bought by others and uses historical data of the visitor to recommend other related products.

    Power recommendation strategies based on relevant related products viewed
    Power recommendation strategies based on relevant related products viewed

     

  4. Basket pop-ups are being developed to include physical store data for recommendations used to raise the level of relevancy and effective cross-selling.
    Power basket pop-up recommendations
    Power basket pop-up recommendations

     

“We’ve skimmed the surface of Frosmo and have seen a great potential for our business in the near future. Some of the most interesting future aspirations include increasing AOV by tweaking the AI-recommendation strategies and gaining higher organic traffic by combining recommendations with content-crunching NLP”,  Jarkko Lehtismäki concludes.

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