While we’re excited to see the rapid increase in interest in website personalization, many marketers are still unclear on what exactly it is, how it works, what the implementation process looks like, and types of benefits and results they can expect.
To help shed some light on this rising trend, we’ve answered the most frequently asked questions below.
Simply put, personalization allows you to serve a targeted experience, to a specific audience segment, in real-time. By grouping audiences based on common characteristics, marketers can create target segments and only serve messages and offers relevant to each audience.
Digital marketers and/or ecommerce managers who adopt website personalization see lifts in site engagement, improved prospecting campaigns, and overall conversions. On average, websites that utilize personalization see a 19% increase in sales over those who don’t. (CMO.com)
Based on attributes and behaviors like geography, previous engagement on the website, referring domain, email and paid media engagement, etc., brands can easily build a variety of segments and custom experiences that cater to the needs of visitors at every stage of the buyer's journey.
While a strategy like website personalization may seem overwhelming from a content development perspective, you probably have enough content today. As part of our on-boarding process, we often times start by using or slightly modifying your existing content. With a personalization foundation set, we then begin testing and refining content to determine which variations resonate and drive conversions with each of your target audiences.
Technically speaking, Persosa can be installed on your website in a matter of minutes. There’s just a single line of tracking code that needs to go on your site, similar to installing a tool like Google Analytics. Once the tracking code is in place, all configuration, including segmentation and personalized content, is done within our platform. Typically, customers are able to start their first tests within a few weeks.
The answer to this question varies with the brand that use it and their objectives for using it, but the most common success metrics are visitor engagement (time on site, click-thru rate, downloads, etc), and, of course, conversion rates - especially as they pertain to the incremental segments you target.
Our customers find that budget for website personalization is easily justified when they lead with the following benefits:
Absolutely. There are a number of ways personalization can help guide a more strategic and data driven approach to your redesign. Serving and testing content on the existing site will provide visibility into your content’s validity for each audience segment, allowing for an optimized redesign. Additionally, utilizing personalization on your current site will ensure that you won’t lose leads while you’re waiting for your next big release.
We want to hear from you. Let us know how we can help!