If we create a cloud of marketing terms, we’re sure “personalization” is a word that would be right there in the middle, in big, bold letters.
It’s a buzzword that’s being mentioned from the boardrooms of some of the biggest conglomerates, all the way down to the cafe-table setup of small start-ups.
Personalization is a tool everybody wants to dip their toes in because the ones who already did it have great results to show.
It is proven––personalization really works!
Companies that use website personalization tools were able to lift revenues by up to 15%, while also increasing the efficiency of their marketing spending by 10-30%. Personalization in marketing also significantly decreased customer acquisition costs, by as much as 50%, in some cases.
The numbers sound exciting, and since you’re reading this, we know you’re wondering where to begin with personalization.
How do you go about it?
What are the factors to consider when looking at creating personalization for your brand? What tools can help you personalize customers’ online experience?
Read on for answers to all these questions.
First things first: Let’s break down website personalization
Benefits of personalization
Special focus: Dynamic content personalization
Things to consider before enabling personalized marketing
Website personalization software that does the job for you
Do you remember the feeling of seeing an email from a brand addressed specifically to you, for the first time, in the subject line?
That was the earliest stage of personalization.
Technology has come a long way since then to enable marketers to go beyond subject lines and deliver personalized experiences that are unique in a number of ways for different users.
With today’s available technology, there are two main types of personalization possible: ‘segmentation’ and ‘1-to-1 personalization’, which can also be called ‘individualization.’
Segmentation is a rule-based way of delivering personalized web experiences where marketers create specific rules which segment users based on different criteria.
Experiences are delivered to these customer segments and each audience segment can be catered to differently.
For example, in eCommerce personalization, high spenders can be targeted with ads for expensive relevant products, while users with an affinity for discounts will only see products on sale.
Such personalization is possible by using machine learning technology and predictive analytics to track and understand anonymous visitor behavior.
Based on this data, marketers can set up truly unique campaigns and an entire customer journey most relevant to each individual user. Product recommendations, a kind of website personalization based on previous interactions and shopping history, is a great example of personalized marketing.
In addition to these two kinds of methods, there’s a third category considered – personalized recommendation.
This takes into account past shopping history, other users who have purchased the same or similar items or services, and serves relevant recommendations based upon such parameters.
From higher conversion rates to lower acquisition costs, there are many benefits of personalization. Below are some researched and published facts.
They achieved stunning results like more than 40% uplift in conversion rate in one case, 7x ROI in another, and an unbelievable 350% uplift in conversion rate in a third case.
One of the most important uses (and benefits) of personalization is to reduce the amount of generic information a user has to view by providing them tailored, relevant content.
This translates to shorter sales cycles because the customer journey to find what they are looking for has been simplified and is focused on getting them to make the purchase.
Content personalization can be carried out based on a number of different factors like:
What type of content you personalize also makes a difference in how the customer experiences the brand. Below, we have listed some of the most common types of personalized content.
Insider helps you personalize a wide range of content across different channels, using a variety of templates that are exciting, easy to use, and designed to improve customer satisfaction, engagement, and interactions.
The depth of personalization experiences that you choose to deliver will depend on a number of factors that will impact the outcome of your personalization efforts. Some of the things you need to take stock of before getting started are:
Each business has different goals and motives for choosing personalization.
Is yours to generate more revenue? Improve engagement? Improve user experience?
It is very important to clearly define your goals and the intention behind setting up personalized experiences for your customers.
It is no secret that to execute personalization effectively, data is needed.
So, identifying current sources of data and potential future ones all play a key role in determining the extent to which you can deliver personalized experiences.
Assets are all the resources you have available to dedicate to personalizing your brand experience. This includes:
When many companies try deploying personalization, they do not have a dedicated team working on it.
This leads to their doing a less than satisfactory job, irking customers instead of pleasing them.
This leads us to the next section: website personalization tools and customization companies that help you implement personalization without having a whole team to do it.
The market is filled with many options claiming to help you personalize your brand experience.
However, choosing one is not the easiest thing to do.
We have handpicked the best of the lot to save you the time of going through scores of websites and price pages to select a personalization platform for yourself.
Did you know that website personalization can reduce your acquisition cost by nearly 50%? A good website personalization platform can be a true game changer for any business.
Insider is a 1:1 personalized marketing platform recognized as a leader by Gartner, Forrester, and G2.
We help your marketing, creative, and eCommerce teams deliver an unmatched customer experience for today’s consumers by enabling hyper-personalization at every customer touch point using our AI-backed algorithms. Insider helps you reach customers who are spread across multiple channels like SMS, Email, desktop browser, mobile app, etc, all from within one platform.
With our hyperlocal support teams, we help businesses around the world run campaigns that perform their best, every time, by personalizing their websites to provide desirable, individualized customer experiences which show customers that they matter. Our goal is to help brands shape positive impressions through thoughtful, relevant, and personalized messaging and content delivered at every customer touchpoint.
We create technology that seamlessly integrates with existing tech-stacks in a matter of minutes, and enables businesses to build custom marketing solutions according to their unique requirements. Our website personalization platform is constantly upgraded with new features, templates, and scenarios which are developed based on our ever-increasing data insights gained from working with brands across the globe, combined with local market knowledge from our growth consultants. The platform’s features like deep learning recommendation algorithms increase AOV, conversion rates and lifetime value (LTV) and deliver up to 5x faster time-to-value (TTV) to help generate quick wins across industries.
Through our easy to use, yet highly powerful platform, we make it easier for marketers to up their creativity and come up with campaigns built for increasing conversion rates, improving engagement, facilitating better product discovery, and more, without needing to turn to IT for execution.
What it provides: Omnichannel personalization, Website personalization.
What it costs: Get a free demo and custom pricing.
Contentsquare helps companies understand hidden customer behaviors and use those insights to drive more successful experiences.
Their personalized web experience analytics platform analyzes billions of digital behaviors, providing unique metrics, visualizations, and recommendations that every team can use to increase revenue, engagement, and business growth.
What it provides: Digital experience analytics
What it costs: Not available.
Segment is a customer data platform that helps you collect and control customer data, manage it, and make it accessible to your teams and other apps you use.
It collects events from web and mobile apps to provide a complete view of the data available to you.
What it provides: Customer data management
What it costs: Free account with limited functionality, Team accounts start at $120/mo, larger businesses can request custom pricing
Heyday’s powerful Conversational AI technology provides an instant and always-on first line of support that removes time-consuming, recurring FAQs, and order tracking questions from your team’s plate.
It combines the power of Conversational AI with the human touch of your team to deliver 5-star customer experiences at scale and in real-time.
What it provides: Live chat personalization
What it costs: Enterprise solutions start at $1000/mo; Shopify app available for $49/mo
AppsFlyer provides the measurement, analytics, engagement, and fraud protection technologies you need to get the answers to all of your questions and make good choices for your business and customers.
They help brands around the world make better marketing strategy decisions.
What it provides: App analytics, engagement suite, and more
What it costs: Free account available, Growth account at 6¢ per conversion, custom pricing for enterprise solutions
Looking for more information or to get executive buy-in for personalization? Read more about the impact of personalization on ROI here.
Christopher has a long history of driving value and creating personalized, omnichannel journeys that enhance customer experience. He's passionate about learning and development and has a keen interest in developing economies, especially ones with a lot of room for digital growth.