The business of providing unique content to each user based on their interests, personalisation can effectively provide users with their very own website, drawing them towards services or products they’re most likely to engage with and helping turn down the “white noise”.
Of course, one person’s white noise is another person’s end goal, which is where personalisation can step in, sifting through everything to present the user’s optimum content. At its best, personalisation provides a fast track to conversion – our end goal.
First off, let’s look at the difference between personalisation and customisation:
The user deliberately chooses options designed to make their experience more personal. This may require a customer logon.
The user is automatically shown personalized pages based on anticipated needs / wants. This is a real-time experience with content being personalised to suit each visitor’s unique requirement and guide them through a custom conversion.
So, customisation is the visitor’s conscious decision to alter the user experience whereas personalisation is about making predictions and automatically altering the user experience based on data.
Personalisation can be preference (ie a conscious decision is made) or behaviour based, and can include (but not limited to):
- Type of content viewed
- The user’s geographic location
- The amount of time on site
- Navigation behaviour
- The user’s device
- Demographic data collected about the user
- Buyer persona
- The user’s buying / shopping patterns
- The user’s response to calls to action
- The user’s organisational characteristics (business customers) e.g. number or employees, revenue, industry etc
Personalisation can be enabled through CMS feature extension, discrete personalisation technology or through broader marketing technology platforms (the latter will deliver a far broader range of features and benefits). Once setup it automatically improves the user’s experience and resulting conversion in response to their activity on the website.
Amazon, Netflix and Spotify provide great examples of personalisation: they all present the user with options based on previous behaviour driving greater engagement and conversion resulting in massive business sales growth.
Whether it be on a large or small scale, the concept of personalising your digital offering is one which should be considered due to the significant upturn in the results it can deliver you. Could personalisation enhance your online business success? If the answer is “yes”, or even “possibly”, we suggest you investigate further.
As you can see, we much prefer the personal approach.