Web personalization, and personalization in the web , is a mission critical activities of marketing to generate results for your business and also to deliver the best experience for their consumers. As? This post will explore this and more.
First, the story of making a campaign to reach the whole world is not more efficient, regardless of the channel used, such as email, paid media , newspaper and even television. The latter, besides being expensive, is not focused on the individual.
Customizing is a critical component of the marketing activities , it is important to create a great experience for their customers and bring the best conversions.
A major example to illustrate:
For a marketing analyst, chances are it does not produce results if sent the same email to all your base.
Its database is complex and consists of multiple segments and different types of consumers. Each will have different interests in specific products and services. Even entering the variable of ” Hello , * | FIRST NAME | *” , maintains the same communication, and offers a piece of content that is not effective for everyone.
We can see that do the same on the site. They offer the same experience to every visitor, without paying attention to behavior, in their attributes to connect.
It is quite common that the analyst thinks the increased audience and forget to talk individually with the visitor to your site.
The main metric conversion, generate Leads and sales are marketing activities that come from your website. And customization is the means to be more effective and to measure the impact of these actions .
A recent survey by VB Insight showed that 87% of companies see an increase of these metrics when they customize their marketing activities. According to research DemandGen , 70% of buyers have indicated that a vendor site was the largest channel of influence in the purchase decision.
The idea of this post is to show everything that can be customized and give some tips on how to create a customized model to be more effective with your site.
The web personalization term refers to the dynamic and personalized creation of sites, in order to assign them as much relevance and enhance the experience for visitors and consumers.
This is done based on the behavior, location or their attributes.
Personalization has never been new. You’ve probably seen the movie recommendations and Netflix series, songs and playlists from Spotify or books and Amazon products. They are great examples of customization.
Think about how much it should immediately have a product or information you need when visiting a site. Unlike in a common site you are forced to go to the menu and enter a few pages to access what you need.
What experience do you prefer?
Set in 3 elements to be customized:
These are some ways to customize your site. I hope that you enjoyed! In future posts, I will explain how to customize some parts of the site and campaigns.