Log-in Persuation

Our new reality will most likely be a world without cookies. We may still have some functionality available, but overall we will have to start finding other ways to personalize, do marketing attribution and get our data reliable. This may mean that we will have to look at more rigorous methods to provide users with a good experience and still generate value for organizations.

A value exchange

So how do you, as an organization, manage to still provide the customer with a personally relevant experience? How do you manage to do marketing attribution without knowing exactly if someone is a repeat visitor or not? Currently a lot of people are looking at new technology to make sure that this is still possible, but is this sustainable in the long run? Is this going to solve the real problem that made us do without cookies in the first place? Shouldn’t we be looking more and more at the value perception of the website user and help them understand the value of sharing data in order to get the best experience available? To achieve this, it is essential that the user feels connected to the brand, dares to share data and trusts the organization to handle the data properly. Here lies an important role for the marketer but in fact, most organizations will have to undergo a major overall change when it comes to customer approach.

Early Log-in Persuasion

From the moment a user understands that a website’s experience improves significantly when they share some data by e.g. logging-in, it is possible to take the interaction to the next level. It is a win-win situation as the organization is able to engage with the user in a more personal and relevant way, in return the user gets a much better experience and perhaps better deals.

But what makes the user feel the added value of an early log-in? Well in our new cookieless world it may just be the case that websites only offer very generic experiences before the log-in but when someone takes the trouble to log-in right away they can make use of a wonderfully delightful personal environment. Websites could completely transform themselves into personal shop assistants where the user feels like a king or queen.

A few ideas for an early log-in

So how do you make sure there is actually value in a log-in? Here’s a list of some ideas mixed together that might help inspire you to entice your customer to log-in.

• Fully transform into a highly personalized environment with recommendations, special functionalities and maybe even a personal assistant
• Wish lists, favorites and other useful features that enhance the experience
• Highly personalized prices and offers that are not available on the “regular website”
• Extra loyalty program points with each log-in or type of data being shared
• Priority, special treatments and extra options

Hopefully this has given you some ideas to entice the user to log in earlier in the funnel. Note that it is hugely important to make the user really feel the added value. Building a relationship is therefore essential.

In addition, convincing the organization of this method will be difficult in the short run. 9 times out of 10 when we have conversations with organizations about this topic the whole room is shocked. However, we have to take into account a new world that is currently forming and this may just be a way that becomes established within a few years.

Want to get tips & tricks on how to persuade the organisation, please reach out to us, or join our next cookieless coffee session.