Get started with personalization
1. Write a list of goals and define the KPIs you’re interested in personalizing.
For example, you can look at increasing overseas sales, increasing first-time visitor sales, or reducing cart abandonment. Ask yourself what you can personalize: provide more context to visitors, provide a less-mechanic experience, or help visitors find what they’re looking for faster.
2. Investigate how your user segments - like power users, first-time users, third-party users, and demographics - interact with your site by conducting qualitative and quantitative research.
For example, look at what part of your funnel users are dropping off from most often, or get information on their motivations, intentions, anxieties, and habits.
3. Make a personalization strategy using the information you’ve gotten from these tests and experiments, both power users and other segmented users.
For example, a strategy for first time visitors might include personalization factors based on geographic location, while return visitors might be provided with a UX that focuses on product suggestions based on previous views and purchases.
4. Create an entire UX design for each of your defined user segments.
For example, add or remove pop-ups, simplify or enhance the navigation, or update the creative design and copy.
5. Implement basic personalization methods like product recommendations, low stock alerts, and prioritized search results.
For example, an ecommerce website can display alternative products below the one currently viewed, and emphasize the message what other items customers buy after viewing this item. You can also use visitor data and search queries to prioritize suggested products and services, and create a more tailored experience.
6. Choose a personalization tool like Evergage, Granify, or Marketo, and deploy your strategy.
For example, Evergage provides real-time personalization based on the collection and analysis of online and offline customer data. This can be used to create in-the-moment, relevant in-app messages, or guide customers where they want to go based on the visitor’s interest and funnel stage.
7. Re-test, form new hypotheses, and create new strategies, at least annually.
Use conversion rate as your main measure of personalization success.