The complete guide to personalization and its benefits
In an increasingly competitive and fast-moving world, brands and consumers both see the benefits from personalization, especially on digital channels. Web personalization drives a more engaging and tailored experience for the visitor, making them more likely to convert as they access the right content, products and offers for their personal needs. Nearly two-thirds (63%) of consumers say they now expect personalization as standard.
Analysis by McKinsey shows that personalization drives a 10-30% uplift in revenue/retention and 10-20% greater efficiency amongst other benefits. No wonder that 87% of marketing leaders have invested in personalizing their approach, according to Gartner.
1 Delivering the benefits of personalization
Yet many brands struggle to gain the hoped-for results from their strategies. How can they overcome the challenges and deliver on the promise of personalization?
To help marketers put web personalization at the heart of their digital marketing, we’ve created a new, comprehensive whitepaper. The Complete Guide to Personalization provides everything marketers at all levels need to know about the subject, whatever their level of experience and expertise.
2 How personalization drives business success
The whitepaper is based on over eight years of experience working with some of the biggest brands in multiple industries, helping them to meet their business challenges. We’ve taken this best practice and used it to create a methodology that enables us to collaborate with our enterprise clients to ensure they achieve their aims. From this we firmly believe that a consumer-centric approach is the cornerstone of any successful digital strategy.
Our technology platform has been continually improved to deliver everything required for successful personalization, from A/B testing and segmentation to advanced, transparent artificial intelligence that is able to measure and act on visitor intentions in real-time.
Personalization enables brands to meet five key challenges:
Increase visitor engagement
Provide a tailored experience that meets visitor needs to boost online engagement.
Increase conversion rates
Transform visitors into buyers by offering the right content and messages at the right time.
Greater lead generation
98% of website visitors don’t convert. Identify those that are most likely to buy and turn them into qualified leads.
Retention of customers
Continually deliver the right experience, tailored to individual customer needs to keep them onboard.
Reduction in churn
Identify visitors that are about to leave your site and trigger the right, personalized actions to retain them.
3 Providing a complete guide to personalization
Our new whitepaper is designed to offer everything you need to successfully embrace personalization, whatever your industry or challenge. It includes best practice from major brands and optimization experts from leading agencies, backed up by comprehensive case studies on successful programs and projects.
Contents include:
- An overview of why personalization is essential today
- How to create a personalized experience for your visitors
- How to choose a personalization solution, including a full checklist of features
- How to build a personalization team and create an experimentation culture in your business
- Best practice case studies from ten leading brands including Mumsnet, Toyota, Renault and Darty
