In today’s competitive bridal market, personalization is a powerful way to increase both sales and appointment bookings. By tailoring your website experience to each visitor, you can create a more engaging journey that encourages brides-to-be to book consultations or visit your store.
HubSpot reports that personalized CTAs (Calls-to-Action) convert 202% better than default versions, meaning you can significantly boost engagement by making the experience more relevant. Additionally, 94% of companies have seen an uplift in conversion rates after implementing website personalization (Redeye 2017).
Stand Out from the Competition
Surprisingly, 64% of companies still don’t create personalized experiences for different types of visitors. In the bridal industry, this represents a missed opportunity to connect with brides-to-be at critical moments in their journey. Considering that 80% of customers are more likely to do business with companies that offer personalized experiences (Epsilon 2018), offering a tailored online experience can set your store apart from the competition and build stronger connections with potential buyers.
Create Better Experiences That Lead to Bookings
For brides-to-be, the experience of finding the perfect dress is deeply personal. Personalized online interactions create stronger connections, encouraging brides to schedule fittings or consultations. 44% of consumers are more likely to make a purchase if their online experience is customized (Econsultancy 2018).
Furthermore, 78% of consumers say that personalized content increases their intent to buy (OneSpot 2016). By making every interaction on your website meaningful, you’ll not only boost sales but also increase the likelihood that brides will book an appointment or visit your store. Additionally, this is likely to boost positive online reviews for your business.
How Website Personalization Works for Bridal Stores
Website personalization uses specific triggers to change content based on each visitor’s preferences, needs or behaviors. For bridal stores, this can mean personalizing messages that prompt brides to schedule appointments or visit your showroom. Here’s how it works:
Choose a trigger: Identify what action or characteristic of the visitor will trigger personalized content. This could be their location, time of day or how often they’ve visited your website.
Decide on the content change: Customize your website’s banners, CTAs or promotional messages to make the visitor’s experience unique and tailored to their specific journey as a bride.
Common triggers for bridal stores:
Visitor Location: Show brides information about your closest store or offer location-specific promotions.
Number of Visits: Offer incentives like “Free Bridal Consultation” for return visitors.
Time of Day: Promote limited-time offers for same-day or next-day bridal appointments if this is welcome in your shop.
Device Type: Tailor content to mobile users, making it easy for brides to book consultations on the go.
Campaign URL: Display specific content based on marketing campaigns, such as trunk shows or social-media ads.
Real-World Personalization Examples
1. Increase Foot Traffic: Visit Your Bridal Boutique
Trigger: Bride visits your site on a mobile device.
Action: Display a personalized CTA offering “Book Your Bridal Appointment Today and Save 10% on Accessories.”
Value: Encourages the bride to visit your store to take advantage of the offer, increasing appointments and foot traffic.
2. Boost Appointment Bookings:
Schedule a Bridal Consultation
Trigger: Bride visits your website during business hours.
Action: Display a banner saying “Book Your Free Bridal Consultation Now.”
Value: Creates a sense of urgency, prompting the bride to schedule an appointment immediately.
3. Drive Store Visits: Bridal Promotion or Event
Trigger: Visitor arrives on the site during a bridal event or sale.
Action: Show a banner offering “Exclusive In-Store Discounts During Our Bridal Sale.”
Value: Encourages the bride to book an appointment or visit the store in person to take advantage of special promotions, increasing both foot traffic and sales.
4. Incentivize Return Visits: Bridal Flash Sale
Trigger: Third-time visitor comes to the site.
Action: Display a popup offering “Special Offer: 20% Off Veils with Your Bridal Gown Purchase.”
Value: Encourages repeat visitors to book an appointment or finalize their purchase and come into the store for the complete bridal shopping experience.
Conclusion
Website personalization not only boosts your sales but is also a powerful tool for increasing appointment bookings and foot traffic. By delivering a personalized online experience, you can create a seamless journey for each bride, encouraging them to book consultations, visit your store and ultimately make a purchase.
With the bridal industry being so deeply personal and experience-driven, those who invest in personalization will stand out, drive higher conversions and build stronger relationships with brides-to-be. Take advantage of website personalization to ensure your bridal store becomes the go-to destination for every bride’s special day.
Tim McKee is president of Bridal Live, cloud based bridal shop operational software. For information on Bridal Live products and services, visit www.BridalLive.com.
