What’s Possible with Personalization (Hint: A Higher Conversion Rate and More Sales)
marketers talk a lot about Web personalization, and they’re usually referring
to a website that remembers your name and some of your previously established
preferences. But there’s an even more robust approach that doesn’t just recognize
you, it customizes the entire web experience, including serving up photos, content,
and offers tailored to each individual and where they are on their customer
Personalization Looks Like
you’re a vitamin/wellness shop – you have offerings for men, women, hardcore
fitness enthusiasts, seniors and more. You appeal to each audience with unique
digital campaigns run on targeted media, as well as social media posts that
drive to a specific page on your site. So, you tell your platform (more on this
later), if the user clicked from a banner ad on a CrossFit website or has
clicked through a social media post aimed at gym-goers, this user would be
shown products and content related to fitness. They would also receive messages
and offers that welcome them as a new customer who’d not shopped on the site
very famous, real-world example of personalization in action is the tale of how
Target accurately “outed” a pregnant teen to her family by mailing her coupons
for diapers and baby bags.)
goals of personalization are to get your audience deeper into the funnel and
make them repeat customers. And it works: 85% of consumers say they purchased
as a result of a personalized homepage. In fact, Amazon reports that 35% of the
site’s revenue comes from personalized recommendations and content.
Here’s How You Get There
(In 3 Drastically-Oversimplified Steps)
- Good personalization starts with a
deep-dive on customer behavior and taming the wealth of data
you probably already have on those who visit your website, as well as where
they’re coming from.
- You already know why you need CMS
but to personalize, you’re also going to need a DMP (data management platform).
Marketo and Optimizely are two of the
most popular. These platforms help turn your data into insights that determine
how content gets served up.
- Keep creating content that’s both
personalized and relevant. Even if you decide not to totally embrace
personalization, well-thought out (and well-planned) content is what’s going to
help you connect to your customers. And for integrated marketers who carry the
personalized experience through email marketing and other channels, 40% of your
customers will buy even more.