As the Black Friday/Cyber Monday (BFCM) season approaches, one of the most effective strategies for DTC retailers is to create personalized shopping experiences for their customers. A curated, seamless experience is key to driving conversions, and with the right tools, setting up these personalized experiences can be easier than you think.
Why Personalization Matters
Shoppers are more likely to convert when their shopping experience feels tailored to them. It’s about creating a journey that feels like a natural extension of their browsing behavior, especially for customers coming from platforms like TikTok. What many DTC and eCommerce retailers might not realize is how simple it can be to set up these curated experiences with the right tools, like Rebuy, a top Shopify app and one of our channel partners.
Setting Up URL/UTM-Based Personalization
One of the most powerful tools you can use to personalize shopping experiences for TikTok shoppers is URL/UTM-based parameters. These allow you to create custom promotions and offers that trigger specific actions—like displaying personalized recommendations, targeted discounts, or pop-up offers—based on the URL that brought the customer to your site.
Here’s a quick guide to setting up these rules:
- Create URL-Based Rules: Start by defining what action should be triggered based on the URL. For example, if a customer clicks through from a TikTok ad, a rule could display a targeted offer or product recommendation tailored to their interests.
- Leverage UTM Parameters: UTM parameters help track where your traffic is coming from and enable you to maintain consistent messaging across the entire customer session. This means your personalized offers and recommendations can stay relevant from the moment the customer arrives until they complete their purchase.
- Build Data Source Rules: Use Rebuy’s tools to set up these rules quickly and efficiently. In the “IF” section of your rule, select “URL” and input your UTM parameter. Then, define the “RETURN” rules to specify what message, discount, or product will be displayed.
By implementing these strategies, you can create a seamless and personalized experience for TikTok shoppers, increasing conversion rates and customer satisfaction.
Optimize Mobile Usability for TikTok Shoppers
With the majority of TikTok users engaging on mobile devices, it’s crucial to ensure that your mobile shopping experience is smooth and intuitive. Over 54 percent of BFCM sales occur on mobile, and TikTok shoppers expect a frictionless journey from discovery to purchase.
“Ensuring your site is optimized for mobile is non-negotiable for TikTok-driven traffic. If the experience is slow or clunky, you risk losing customers who are ready to buy,” says Jonathan Snow, Chief Innovation Officer at Avenue Z.
Make sure your mobile checkout process is fast, navigation is clear, and any TikTok-related promotions are front and center on your mobile site.
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Leverage Social Commerce with TikTok Shop
Social commerce has exploded in popularity, and TikTok is leading the way. By enabling TikTok Shop on your account, you can turn viewers into buyers without them ever leaving the app. This seamless integration helps reduce friction and enhances the overall customer experience.
“Brands need to be omnipresent where their customers are spending time, and TikTok Shop is a game-changer for converting casual viewers into loyal customers,” adds Jon.
Optimize your TikTok Shop by including clear product descriptions, videos showcasing the products in use, and user-generated content (UGC) to build trust with your audience.
Hyper-Personalization with TikTok Data
TikTok’s algorithm is highly effective at surfacing relevant content to users based on their engagement and behavior. Leverage this data to create hyper-personalized shopping experiences for TikTok shoppers. By tracking which videos they engage with, you can tailor your product recommendations, messaging, and offers to match their preferences.
For instance, if a customer interacts with a beauty influencer on TikTok, you can use this data to personalize their shopping experience with beauty product recommendations or exclusive discounts.
“Hyper-personalization is key to winning over TikTok shoppers. The more relevant the experience, the more likely they are to convert,” says Jon.
Harness UGC for TikTok Success
User-generated content (UGC) is a powerful tool for brands on TikTok. UGC builds authenticity and trust, especially among TikTok’s younger, socially savvy audience. Incorporating UGC into your TikTok strategy allows you to create more engaging and relatable shopping experiences.
Encourage your customers to share their purchases on TikTok using branded hashtags, and feature their content on your website or TikTok Shop. Highlighting real customers using your products can drive conversions by tapping into the social proof that TikTok users crave.
Be Ready to Pivot Quickly
Trends on TikTok move fast, and so should your campaigns. If a particular TikTok video or trend starts to gain traction, be prepared to adjust your strategy in real time. Whether that means creating new UTM parameters for trending TikTok campaigns or quickly deploying new promotional offers, agility is crucial.
Stay flexible with your TikTok strategy and have backup promotions or campaigns ready to deploy if something unexpected takes off.
Never Miss a Chance to Get Ahead
By implementing these TikTok-specific personalization strategies and staying agile, you can create a more engaging and effective shopping experience for your TikTok audience. Optimize your mobile usability, leverage social commerce, tap into UGC, and ensure your campaigns are hyper-personalized for the best possible results this BFCM season. Need help? Talk to our experts.
Happy selling, and may your BFCM campaigns be your most successful yet!
