How Would We Personalize 'Top Villas' to Increase Its Conversions
Is there anything more gratifying than feeling special?
In this case study, we'll show you how we would personalize the web experience of Top Villas to increase the conversion rates based on search results and customer journey stage.
Before diving into this personalized experience, let's look at what Top Villas do:
Top Villas
Top Villas is one of the world’s leading luxury villa rental specialists boasting a portfolio of more than 4,000 luxury villas in over 50 of the world’s finest vacation destinations.
The Top Villas portfolio boasts thousands of luxury hand-picked villas, from vacation homes in the heart of the action, to private properties in far-away places, with space to sleep 2, or space to sleep 20.
The Background of the Personalization Journey
As a business, you want to be able to scale customer acquisition in order to grow your brand.
However, this can be difficult if you're only selling luxury items that are not commonly bought.
One way to overcome this obstacle is through personalization.
Luxury brands can use personalization to target specific customers and make them feel special, which will entice them to buy from you.
By using personalization, you'll be able to increase your customer base while maintaining the exclusivity of your luxury brand.
The Opportunity
Is there anything more gratifying than feeling special?
Being treated like a VIP, receiving exclusive treatment, or just being recognized for who you are can make anyone feel valued.
And when it comes to luxury brands, nothing is more important than making customers feel special.
By understanding each customer's individual needs and wants, luxury brands can create a tailored experience that will encourage new customers to buy into the brand.
In today's competitive landscape, it is more important than ever for luxury brands to focus on personalized experiences in order to stand out from the competition and grow their businesses.
This can be a powerful tool for scaling customer acquisition and keeping customers engaged over time. Here’s how you can get started.
Adding Personalization to Top Villas’ Website
Step 1: The Tech Stack
To create personalized experiences for its visitors and customers, Top Villas needs to leverage the zero-party and first-party data they have via search results and website behavior they acquire.
Moreover, in order to create the best possible personalized experience, we'll source all of the data points made by the same visitor under one customer profile - with the help of Ninetailed's unified customer profile feature.
For this personalized experience, Top Villas will need the following tech stack:
GraphCMS as a headless CMS
HubSpot as a CRM
Step 2: Defining Hypothesis and Methodology
Personalization is key to making sure the visitors are shown exactly what they need before buying, which can help increase conversion rates.
Therefore..
We hypothesize that by personalizing the page elements based on on-site search results and website behavior, Top Villas may show its visitors and customers personalized offers, destinations, and travel extras they're interested in, increasing the likelihood of them clicking through and making a purchase.
Step 3: Defining Personalization Signals
To create a seamless customer experience with a personalized home page, we'll use the following signals:
Search Results: Personalized experiences based on visitors/customers’ past searches.
Desired Dates
Interested Destinations
Property Amenities
Website Behavior: The website behavior allows personalizing the experience based on previous activity.
Customer Status: This signal helps Top Villas to personalize its web experience for customers and prospects. For prospects, they can even personalize the messages and offers on their homepage based on the visitor's funnel stage, past behavior, and previous search results.
Step 4: Personalization Journey
To create personalized experiences for Top Villas’ visitors, let's define our visitors' hypothetical personalization journey:
A visitor lands on Top Villas’ website.
Makes a destination search on the website for a vacation.
Goes back to the homepage.
Chooses a destination and completes the purchase.
After the purchase, the customer comes back to the website homepage.
The customer checks different travel extras and buys additional services.
The Result: Before vs. After
So far, we have talked about the hypothesis, methodology, which signals to use, and required technology stack.
Now let's look at the visuals to better understand it.
As we defined earlier, a visitor lands on Top Villas’ website. Then the visitor searches for a destination:
Caribbean > Barbados > St. James for Feb. 13th to 19th
After the search results, the visitor goes back to the homepage:
The visitor chooses a destination and completes the purchase. After the purchase, the customer comes back to the website homepage and sees a completely different homepage experience:
The Bottom Line
Personalization is a continuous journey, which means that once one implementation is completed, companies will return to the beginning of the framework to analyze acquired data, discuss new ideas, hypothesize further improvements, and so on.
Through continuous learning and experimentation, this strategy enables various teams
content marketing,
growth,
product management,
development
to create meaningful personalization experiences.