Use data for website personalization
1. Start with data that you already have: ad impressions, source, device type, time of day, time of week, IP-based geography and more.
Use tools to identify high-performing segments from your readily available data and to efficiently use that data for personalization. For example, financial services provider Chime saw a 23% lift by personalizing for mobile, a 30% improvement during evening hours, and significant lift based on geography.
2. Use UTM parameters to determine which traffic is coming from which of your paid media campaigns.
If someone clicked through on one of your ads, there was something specific that compelled them to do so. Don’t lose this opportunity to serve them a relevant experience on the other end. Use the same messaging, imagery, CTA, etc. from the ad for the web page or landing page that you send them to, so that your visitor knows they’re in the right place and has their need or interest met immediately.
3. Use first-party customer data to target your most valuable customers with special, limited offers to reinforce your relationship and improve on loyalty.
Detect when a customer lands on your site, and test running a special pop-up modal that serves them a new product or offer. Not only may the incentive be well-received, but you’ll catch their attention in a good way by showing you recognize them, instead of treating them like any other visitor.
4. Use demographic data (e.g. age, gender), behavioral data (e.g. past purchases, pages visited) or technographic data (e.g. tools used) to target other segments where you need to improve on relevancy.
There are three kinds of data you can use to personalize your website: contextual, demographic and firmographic, and behavioral: Contextual data tells you everything around the visitor: their location, what time of day or day of week they’re visiting your website, what kind of device they’re on, as well as where they were before they visited your site. Demographic and firmographic data is very different for B2C and B2B marketers. Demographic data is things like: age, gender, income. Firmographic data, on the other hand, is about a company. What is the company? Which industry? How much revenue? How many employees? Each of these can help you better personalize your site. Behavioral data tells you the previous actions someone has taken on your site, which can help you better personalize later. For example, in B2B, they might have downloaded a particular piece of content or visited a certain page multiple times. In e-commerce, they could have looked at a certain category of items that may give you a clue about their interests or needs, or they may be a return customer, and in that case, it would be easy for you to cross-sell or upsell complimentary products.
5. Use machine learning-based personalization with tools like Intellimize, to automate segment discovery and learn which variations perform best for each segment – and for each individual visitor.
Machine learning-based personalization is much more efficient than doing more manual personalization, like with setting up “if this, then that” rules or even with using A/B testing. This is true whether your site gets a hundred thousand or millions of page views per month. Machine learning-based personalization helps marketers learn what works and what doesn’t, as it personalizes the experience in real time for both segments as well as individual visitors.