Content Personalisation: Going Beyond Your Customer’s Name

Michael Jenkins
Michael Jenkins

CEO - Shout Agency
[email protected]

Overview

Personalization achieves the marketer’s dream of tailoring content to the preferences of individual users. It’s one-to-one marketing. Marketers love personalization because it helps them tailor their content to target each customer’s specific needs.

These modified contents are excellent for effectively meeting the user’s needs, making interactions faster. Consequently, they increase customer satisfaction and repeat visits.

A happy and satisfied consumer is more likely to seek your services again and refer you to others.

Based on Nordics’ customer experience research, about 56 percent of professionals aim at personalizing and improving their users’ experiences. Despite this above-average interest, lots of sites and landing pages still display the same content for all their visitors.

Their idea of appealing to a wide range of audiences at the same time isn’t always exciting for users.

What is Content Personalization?

Designing personalized content for your consumers means coming up with tailored products and services that meet their requirements. Content personalization means bridging the gap between your business and customers.

With personalized content, you deliver tailored experiences to new users based on their unique preferences. It’s the opposite of providing the same experience for every visitor. You identify the needs of your users and customize your content for each of them.

How it Works: Creating Personalized Contents


Image Credit: Giulia Forsythe

When it comes to content personalization, Amazon and Netflix are leading customer-centric platforms. Their tactics are quite brilliant. If about 400 individuals visit Amazon.com, they’ll each get a different version of the homepage.

Content personalization works by accessing available data from your site’s visitors. Data here includes their location, device, searched keywords, clicked ads, history, etc. and comparing against set variables already in place.

The variables could include;

  • Age
  • Gender
  • Device
  • Location
  • Customer history
  • Navigation clicks (sessions behavior)

Let’s take, for example; you decide to show people ads that are relevant to their location. This form of personalization is called location targeting. It works quite well because it makes it easy for visitors to purchase the items since they can get them easily.

Timberland increased its store visits by around 25 percent with one of its location targeting campaigns.

On ASOS’s Delivery and Returns page, each visitor is immediately served with delivery times and prices based on where they are at the time. Nordstrom notes users’ location and shows the prices in their local currency to avoid the hassle of looking up exchange rates.

Ad targeting is also another form of personalization. You employ software to track a visitor’s interaction history to generate product lists that match their behavioral data.

So, what do you need to do to start creating personalized content?

  1. Choose the variables, i.e., analyze incoming traffic, behavior, and audience segment
  2. Configure your set of rules or variables, create segmented content, and input the data into your personalization software
  3. Launch the content personalization and watch it take action

Hence, you may want to invest in top content personalization software like BrightInfo, Segment, Optin Monster, or anyone that matches your needs.

How Personalization Helps Create Engagement


Image Source: Sitepoint

Personalization helps you stand apart from others by creating better and unique content that leaves a special memory for your customers. Creating customized content for your users allows them to feel more inclined to participate in anything your brand sets out.

An excellent example of creating engagement for users was Coca-Cola’s “Share a Coke” campaign. It involved printing common names on their bottles to attract more millennials.

The campaign even saw individuals actively seeking out products with their names on it because there’s no better feeling than seeing your name on an item. 


Image Credit: SebastianDC

The strategy allowed Coca-Cola to grow sales for the first time in years. Customizing their bottles created engagement with their customers and helped increased their sales.

How it Helps Create Loyalty


Image Source: Redpointglobal

Content personalization creates a particular bond between the customer and the company or brand. It provides an immediate feeling of satisfaction for the users by improving their experience, which makes them loyal to you.

Personalization drives loyalty because it builds upon foundational emotions like trust, commitment, and reciprocity.

Your users will trust you when they believe you have their best interests in mind. They know you genuinely value the relationship with them because you’re making an effort to create a long-lasting connection with them. And when they see how much work you’ve done to make their journey stress-free, they’ll reciprocate by staying loyal to your brand.

How Personalization Promotes Repeat Visitors

Customized contents lead to satisfied users, which then lead to frequent visits to the site. When people like how you treat them, they’ll keep coming back for more. And the more people that revisit your webpage, the more likely they’ll be to register, buy, or subscribe to what you’re selling.

Customizing content based on a user’s needs can create valuable experiences that encourage conversion.

Wrapping Up

There’s more to getting customers than just reaching out to the masses. Although it’s a good strategy, it isn’t compelling enough. And that’s where content personalization comes to play.

Implementing an excellent personalization plan will go a long way in vastly improving your customers’ journey. Leverage their behavioral data and optimize your content to strengthen the relationship between your business and patrons.

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