Motivation A personalised language experience provided by AI technology encourages internet shoppers to make purchases.
Persado, a firm that develops artificial intelligence (AI) for motivation, today announced the release of Dynamic Motivation, a new marketing solution that creates real-time personalised words and phrases for each online shopper. When brands use Persado Dynamic Motivation to tailor site content at the cart and checkout stages, their online sales improve by 3-5%.
In order to dynamically give the most effective words and phrases that encourage each consumer, Persado Dynamic Motivation uses a brand’s automatically anonymized web session data in conjunction with Persado’s extensive knowledge base of enterprise marketing language and automated decisioning. The new approach makes use of generative AI to generate and choose the best language that “speaks” to clients when they are on the checkout page.
“Our checkout page historically had matter-of-fact copy asking for delivery address, payment, etc. We experimented with Persado to see if speaking to the customer with more emotive and conversational language, like a store associate would use, would win—and we found, yes, it did win”, “We usually see impressive lift in conversion rates and decreases in cart abandon rates. We’ve even identified winning messaging for the ‘Post-Purchase Thank You Page’ where shoppers are encouraged to make a subsequent purchase. These path-to-purchase campaigns are a great example of how we share learnings and scale optimized content!”
Kathleen Jiang, Content Optimization Program Manager, Tapestry, Inc.
The Workings of Dynamic Motivation
By utilising specialised generative AI, Persado Dynamic Motivation for the Online Cart increases ecommerce revenue and lowers cart abandonment to support brands:
- Personalised paths to purchase can be created from static online ROI experiences.
- Give each person the top-performing words and phrases based on their web session and/or first-party data.
- During a customer’s journey, serve the most impactful content at the appropriate time.
- Obtain a quick incremental lift ROI is realised quickly—not over months or years.
In addition to the online shopping cart, Persado can employ Dynamic Motivation on landing pages, website banners and buttons, email, and other purposes along the digital journey. By presenting customised language throughout the route to buy, such as on banner ads, category pages, and product pages, the solution, for instance, personalises digital experiences and encourages much higher engagement and conversion rates.
“The online cart experience has been relatively static and uninspiring—despite 76% of consumers saying they are more likely to consider purchasing from brands that personalize, and online cart abandonment rates that average 70% on desktops and 85% for mobile”, “With Dynamic Motivation, Persado applies the power of generative AI with personalization at scale, so brands present the most impactful words and phrases for motivating each individual to engage and convert. We are seeing large retailers capture 3-5% more revenue at this critical stage in the path to purchase—simply by personalizing cart experiences through words.”
Assaf Baciu, Co-founder and COO, Persado
Marketing-Specific Generative AI
Dynamic Motivation, a new iteration of corporate generative AI technology that promotes business outcomes, is the next generation of motivation AI. Advanced machine learning, natural language processing (NLP), and deep learning transformer models are used by Persado Motivation AI to comprehend intent and produce emotion-informed communications that are demonstrably effective in inspiring people to act.
Motivation AI is trained on a specialised dataset of real interaction and transaction data from 150 million U.S. consumers, in contrast to other large language models like ChatGPT that draw and learn from the internet. This training process reflects more than 800,000 structured experiments to measure and improve language, emotional response, and engagement. In order to identify the language that most effectively encourages customer interaction and conversion, Dynamic Motivation leverages on Persado’s ten plus years of experience working with leading companies in the retail, travel and leisure, financial services, and other sectors.
“It’s incredible to see how far we’ve come with Persado AI on this personalisation journey, and it feels like we’re just getting started. As we undergo a massive digital transformation as a business, we believe that partnering with companies like Persado will lead to a truly sustainable transformation—one that allows us to thrive for at least another 130 years.”
Alex Williams, Head of Growth and Personalization, Marks & Spencer
Sources of First-Party Data and Quick Time to Value
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