Effective digital marketing is about the intelligent use of technology to reach and convert leads into customers. When it comes to making meaningful connections with every one of the visitors to your site, personalization is the best way to use data to increase customer engagement with your site and drive conversions.
Personalization refers to the process of tailoring an experience to the interests and needs of an individual. It allows marketers to target content to different kinds of users based on a variety of criteria, contexts, and conditions. This might include a visitor’s current click path, details about past site downloads, their physical location, the type of device they’re using, or any preferences they’ve explicitly indicated.
But why is personalization so important?
It drives conversions by providing your users with the right messages at the right time
Most businesses serve many types of customers – each of whom have different needs or are at different steps in a buying process. With real-time personalization, you can deliver the most relevant content to a specific user at a specific time. In doing so, you reduce unwanted distractions and help to guide each user towards a desired action such as an ad click, an installation, an email signup, or even a purchase.
It increases customer satisfaction with your site
Site personalization makes it easy for users to find the content they need when they need it. According to Gartner, by 2018, businesses that excel in personalization will outsell those that don’t by 20%. Sites that serve up tailored and personalized experiences to their customers perform better, and enjoy greater customer loyalty and brand satisfaction.
It gives you a more complete view of how your customers behave
Personalization uses data to determine what content should be shown when. And when there’s data, there’s measurement. Personalization tools let you see what’s performing and what isn’t -- and a good personalization engine will allow you to integrate site visitor data with customer data that lives in other systems, such as a CRM like Salesforce, or a social platform like Facebook. This makes it possible to understand how customers are interacting with your digital platform like never before.
The goal of any personalization solution is to offer content that helps customers down the path towards conversion. Ultimately, personalization is essentially a process of optimization that uses data to make visitors’ experiences on your site amazing.