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{"id":57231,"date":"2018-08-08T09:40:45","date_gmt":"2018-08-08T13:40:45","guid":{"rendered":"https:\/\/webdesigndev.com\/?p=57231"},"modified":"2018-08-08T12:20:17","modified_gmt":"2018-08-08T16:20:17","slug":"how-to-leverage-content-personalization-to-drive-sales","status":"publish","type":"post","link":"https:\/\/webdesigndev.com\/how-to-leverage-content-personalization-to-drive-sales\/","title":{"rendered":"How to Leverage Content Personalization to Drive Sales"},"content":{"rendered":"

Have you ever browsed the web and were interrupted by irrelevant pop-us and offers? Did it ruin your experience? If yes, then you\u2019re not alone. Research by Janrain<\/a> shows that 74% of users get frustrated<\/strong> with websites when content and offers have nothing to do with their interests.<\/p>\n

Content personalization <\/strong>is a great way to tackle this and similar issues.<\/p>\n

\u201cYour brand is not what you sell.\u201d – John Iwata<\/strong><\/p>\n

Instead of sending pushy and superficial marketing messages for masses, personalization presents an opportunity to foster a bond between your brand and customers. It enables you to keep the conversation going, appeal directly to the customer and cultivate meaningful relationships to the point where clients are convinced that they won\u2019t find a better alternative.<\/p>\n

This is especially relevant for brands and agencies that want to win over younger audiences like Generation Z and millennials, who are unforgiving for brands with subpar UX<\/a>. Swaying them means dedicating more attention, delivering more delightful moments and adding more layers of personalization.<\/p>\n

Thus, web personalization is an excellent way to stand out from the competition.<\/p>\n

If you leverage it the right way, you can expect the following advantages:<\/p>\n

– Upgraded customer experience and more satisfaction.<\/p>\n

– Higher revenue.<\/p>\n

– A sense of consistency through different communication channels.<\/p>\n

– Increased brand loyalty.<\/p>\n

– Positive word of mouth.<\/p>\n

What is web personalization?<\/strong><\/h2>\n

\u201cWe need to stop interrupting <\/em>what people are interested in and be<\/em> what people are interested in.\u201d – Craig Davis<\/p>\n

\"\"<\/p>\n

Web personalization in action. Source: <\/em>Pipz<\/em><\/a>.<\/em><\/p>\n

Website personalization is the process of creating tailored experiences for your website visitors.<\/p>\n

It makes use of data, analysis and automation technology to deliver individualized content to particular segments of customers. The goal of content personalization is to engage customers on a deeper level by treating everyone according to their wishes and needs.<\/p>\n

In brief, the process of website personalization consists of five stages:<\/p>\n

– You gather as much customer data as possible.<\/p>\n

– You analyze the data to create accurate and realistic buyer personas.<\/p>\n

– You map out your web content to the interests and needs of your buyer personas.<\/p>\n

– Create more personalized content.<\/p>\n

– Morph your entire web experience based on user behavior.<\/p>\n

– Naturally, it sounds easier said than done.<\/p>\n

How effective is web personalization? <\/strong><\/h2>\n

\u201cIf we have 4.5 million customers, we shouldn\u2019t have one store. We should have 4.5 million stores.\u201d – Jeff Bezos<\/h4>\n

Ideal Drape Makers<\/a> is an Australian shop for custom made curtains, blinds and shutters. Several years ago they launched online with the help of BigCommerce.<\/p>\n

Using BigCommerce\u2019s powerful segmentation capabilities to offer personalized coupons, discounts, and automatic geo-currency display has helped business to experience massive growth. Ideal Drape Makers owner Nancy Vamvakes sees these features as instrumental in the company\u2019s recent 41% rise in revenue and 318% increase in conversion rate.<\/p>\n

In a case study interview with BigCommerce<\/a>, Vamvakes had this to say:<\/p>\n

\u201cWe offer quantity discounts for just about everyone using the cart-level discounts on the back end, and we use Customer Groups to set up various discounts for different groups of customers. That’s been working very successfully.\u201d<\/em><\/p>\n

Savvy use of personalization and working together with BigCommerce has helped Ideal Drape Makers to offer more relevant deals and form meaningful relationships that became the catalyst for their ecommerce success.<\/p>\n

In another case study<\/a>, Bunting<\/a> worked together with At Home In The Country<\/a> to implement personalized product recommendations.<\/strong> It resulted in a\u2026<\/p>\n

– 13% increase in revenue.<\/p>\n

– 5% more product views.<\/p>\n

– 3% longer average site visits.<\/p>\n

– 5% growth in conversions.<\/p>\n

According to VentureBeat<\/a>, 87% of the businesses that implemented website personalization witnessed at least a 5% increase in most important performance indicators. 39% of them experienced an increase of at least 20% in their most important metrics.<\/p>\n

There\u2019s no one size fits all approach for web personalization. However, the general tendency is that it helps businesses to sell more.<\/p>\n

Go beyond basic personalization tactics<\/strong><\/h2>\n

\u201cYou are competing with every piece of content ever made for every person\u2019s attention. You need to be entertaining. Don\u2019t outsmart. Out entertain.\u201d – Dolf van den Brink<\/p>\n

2018 Trends in Personalization Survey Report by Evergage<\/a> states that 98% of marketers agree that personalization helps to advance customer relationships. 77% admit using email personalizations, and 52% personalize their websites.<\/p>\n

Yet, the most interesting finding is that 69% think that marketers aren\u2019t getting the personalization right<\/strong>.<\/p>\n

Let\u2019s have a look at what they do.<\/p>\n

The most popular methods to convey personalized web experiences include pop-up messages, inline content, information bars, call-outs, inline edits and survey questions.<\/p>\n

\"\"<\/p>\n

Source: <\/em>Evergage<\/em><\/a>.<\/em><\/p>\n

Those features don\u2019t sound sexy, do they?<\/p>\n

It\u2019s the default<\/strong>.<\/p>\n

If you want to deliver stellar personalization experiences, you\u2019ll need more than that. Personalization is driven by big data, which means that marketers have many more original options for segmenting their audiences.<\/p>\n

For instance, website development platform Duda<\/a> gets it right. It delivers game-changing tools when it comes to easy and scalable personalization. At its core is a rule-based personalization engine<\/a> that renders conversion-oriented design elements, widgets, and different calls-to-action based on visitor’s device, location, time of the day, visit count or even campaign tags. Imagine how much more personal an interaction would get if you utilize most of these functions.<\/p>\n

\"\"<\/p>\n

Converto landing page made with Duda. Source: Duda\u2019s Get Inspired section. <\/em><\/p>\n

Whether you\u2019re an agency, individual or business owner, it\u2019s time to unleash the power of personalization on your websites at scale.<\/p>\n

How to get it right<\/strong><\/h2>\n

\u201cA lot of times, people don\u2019t know what they want until you show it to them.\u201d – Steve Jobs<\/h4>\n

The most common challenges with content personalization are:<\/p>\n

– Finding technology that fits you.<\/p>\n

– Allocating enough time and business resources.<\/p>\n

– Troubles with linking data to a single unified customer profile.<\/p>\n

– Executing smart segmentation across different channels.<\/p>\n

Personalization is a tricky thing. On the one hand, you might feel like you\u2019re not doing enough. On the other, there\u2019s always a risk to overdo it.<\/p>\n

Let\u2019s be clear here: you don\u2019t want to come across as pushy and creepy. There are three simple rules to avoid it:<\/p>\n

1. Be subtle and intuitive. <\/strong>Strive to be relevant instead of overwhelming.<\/p>\n

2. Be timely and pay attention to context. <\/strong>Know your customer well and deliver the experience at the right time.<\/p>\n

3. Data, data, data. <\/strong>Always collect your customer behavior data, analyze it and put it to good use. Be upfront about what data you\u2019re collecting and for what purpose. Studies show that 77% of customers<\/a> would trust businesses more if they explained how and why their information is being used.<\/p>\n

Here are some areas where personalization works best:<\/p>\n

– In-store recommendations.<\/p>\n

– Personalized forms that don\u2019t ask info which you already know.<\/p>\n

– Low stock alerts<\/p>\n

– Improved search results and past searches.<\/p>\n

– Displaying favorite goods and most relevant services.<\/p>\n

– Preserving cart call-outs or count-downs.<\/p>\n

– Automated and personalized discount offers.<\/p>\n

Personalization is all about creating custom content that pushes the boundaries and resonates with your clients. Look for new ways and always test your results.<\/p>\n

The better personalized experiences you deliver, the more customers will recognize you as a superior service that was made just for them.<\/p>\n","protected":false},"excerpt":{"rendered":"

Have you ever browsed the web and were interrupted by irrelevant pop-us and offers? Did it ruin your experience? If yes, then you\u2019re not alone. Research by Janrain … Continue \u2192<\/a><\/p>\n","protected":false},"author":10,"featured_media":57232,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[30],"tags":[],"aioseo_notices":[],"yoast_head":"\nHow to Leverage Content Personalization to Drive Sales<\/title>\n<meta name=\"description\" content=\"How to Leverage Content Personalization to Drive Sales on WebDesignDev.com. 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