How to personalise content

Have you ever thought of the fact that not all website visitors visit your website for the same reason? Some users might be return visitors, ready to purchase your products, while other first time visitors are still researching their options. Unfortunately, too many websites and landing pages on the internet displays precisely the same content to whoever stumbles across it, no matter their intentions. These websites are appealing to the masses, which is understandable enough, but often they lack excitement and intriguing prospects.

It is possible to speak to individual website visitors directly. Through displaying different content to different users, you make individuals feel like your website was designed especially for them; this is done through content personalisation.

Content personalisation uses the data of individuals that you’ve got available to you to create different types of content for them. Personalisation has become a widely adopted marketing strategy throughout the world. It considers the overall user experience to provide more engaging content.

Here are 4 examples of content personalisation:

1. Segmentation:

This is the most popular form of content personalisation. Marketers use segmentation to target audiences by variables. Variables are things like industry, department, job title, gender, age-range, and many more. Users can also be segmented by behaviour, given you have the insight on their behaviour, preferences and past interactions with your brand.

Segmentation is a great way to increase the relevancy of emails and website experiences. However, it still limits personalisation to a certain extent, because you need to make sure that your content appeals to an entire segmented group.

2. Persona based personalisation:

Persona-based personalisation takes segmentation to the next step and relies on personas to generate relevant content. A persona-based personalisation segments content by different personas based on their website activity, purchase history and demographics.

Over time you collect more data which allows you to enhance your personalisation efforts even further.

3. Customer-based personalisation:

Customer journey maps are helpful tools to capture each step of the customer journey. You can align your content to resonate with individuals during each stage the customer journey. This allows you to deliver personalised content to users, directly related to the phase in their journey. This helps customers to progress to the next step effortlessly.

4. Individual-specific personalisation:

The three methods mentioned above are great ways to implement personalisation, but they are often based on delivering content to a wider range of audiences. However, customers no longer resonate with one-size-fits-all marketing methods. There is one way to truly personalise customer experience, this being individual-specific personalisation, which relies on the actions and preferences tied to an individual customer’s personality to deliver content to them.

Individual-specific personalisation made possible through machine learning and AI technology, and over a quarter of marketers uses these tools today. This extreme level of personalisation delivers relevant content through post-click landing pages, special products and product recommendations.

Businesses that implement content personalisation into their marketing strategies are often the most successful ones. Content personalisation has the ability to transform a normal customer interaction into a unique and engaging experience.

If you would like to improve your customer experience and increase conversions through content personalisation, contact us today to find out how we can help you!

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