Marketers with a personalization strategy for their websites see an average increase in sales of about 19%. That’s one of the reasons 94% of marketers in one survey agreed that personalization was critical to their success. Remarkably, though, only 4% of respondents believe their websites currently offer a “very” personalized experience for their customers. The biggest obstacles keeping them from implementing more targeted strategies are technological: 47% cite “IT roadblocks” and 46% cite “legacy technology.”
What this means in most cases is that the company’s marketing isn’t fully aligned with their IT. While website personalization may be at the bottom of the list of IT’s priorities, it’s recognized as critical by people in marketing. The ideal solution would be an advanced CMS with personalization tools that wouldn’t require any ongoing involvement of technical staff.
It turns out, some of the enterprise CMSs already support advanced personalization strategies. And, in our upcoming webinar, we’re going show you how one particular new technology, Sitefinity’s Digital Experience Cloud (DEC), allows marketers to create custom web experiences for each of their various types of visitors.
We’ll be going beyond conceptual discussions to demonstrate how you can implement personalization strategies at the level of individual website pages. And you'll be able to apply the same principles across any other advanced CMS or customization tool.
A tactic as simple as featuring a customized CTA can boost conversions by 42% according to a test run by HubSpot. But that’s just the beginning. Personalization is being called the holy grail of digital marketing. We invite you to take a look at the tools and tactics behind some of today’s highest-performing websites.
So How Do You Personalize Your Site Visitors’ Browsing Experience?
Before you can create a customized experience for a visitor to your site, you have to know something about that person. That’s why personalization begins with understanding who exactly is consuming your content and what exactly these audiences are doing when they’re on your site. The problem is that your ideas about your potential customers, however well-researched, may have you aiming wide of your true target audience.
Fortunately, you now have access to technologies that track how real people are interacting with your pages. The best approach is to form hypotheses about who your audience is, what they’re doing on your site, and what works best to convert them into customers. And then you can use a tool like the DEC to test those ideas.
Segmenting your audience is an important first step, but it’s only the first stage. Once you’ve arranged your visitors into categories based on their inferred intentions and recorded past behavior, you start collecting more data to both validate the categories and to search for deeper insights.
Now that you have the hypotheses and tracking technology in place, you’re ready to start properly experimenting with personalization. But providing your site’s visitors a personalized experience is a skill you’ll need to learn over time, over the course of multiple design iterations, as you conduct more and more experiments. That’s one of the reasons why it’s important to have an advanced content management system.
And it’s one of the reasons you’ll need to learn to be agile.
Why Agile Marketing Strategies Are the Key to Successful Personalization
The agile movement began in software development, but it’s spreading rapidly into the various aspects of digital marketing. Agile marketing is a complex, multipronged topic, but for our purposes we can narrow our focus to 3 principles.
Breaking large, complex, long-term projects into small, simple, short-term iterations
Prioritizing tasks based on their hypothesized business impact, and using data to refine your plans for future iterations
Assigning small, cross-functional teams to both the planning and execution of your evolving strategy.
In the upcoming webinar, we’ll demonstrate how we use agile marketing strategies, in concert with advanced CMS tools like the Sitefinity DEC, to help our clients provide personalized web experiences to their customers.
We’ll walk you through the stages of segmentation and tracking, and we’ll describe how you determine what content to deliver to which segments. Then we’ll explain how you use data to revise and refine your personas, and how you can experiment with different offers and prompts at different stages of the customer journey to come up with a results-driven plan for optimizing your conversions.
Your Own Web Personalization Worksheet
The webinar won’t just be going over personalization strategies at a conceptual level; we’re going to get down to the details. As a webinar attendee, you’ll have access to Personalization Worksheet we’ll be showing you how to complete for your own website.
The worksheet will help you go from considering which touchpoints and behaviors will be best for you to track, how you can use this data to determine which buyer persona categories your visitors fit in, and what content should be displayed to personas as they reach scoring thresholds.
Once you’ve completed the worksheet, all that’s left is to set the DEC with the persona criteria and create the content you want each persona to see at each stage of their journey to becoming a customer.
I'm Aptera's Content Strategist. I've been writing about tech and marketing for 5 years and have certifications from HubSpot and The Content Marketing Institute. A big science and literature geek, I taught college rhetoric and composition while I was still busy going to school for way too long, earning bachelor's degrees in anthropology and psychology, along with a master's in British and American literature. Look me up on LinkedIn.