Jeff Bezos had a vision for the internet. Four years into building and Amazon became a huge emporium of books and music. He believed that 5 million customers need 5 million stores. His vision became reality for Amazon and many other e-commerce stores. Presently in the e-commerce sector, personalized product recommendations are minimum table stakes for online retail, but we still haven’t seen this become as popular as non-retail web. Most businesses carry one version of the homepage that caters to all customers. This is cause for concern as marketers spend plenty of time and energy developing these personalized experiences for the audience they would want to convert to customers. Seeing how it stops at that, it is seen as better to start extending this personalized marketing to websites, specifically the homepage. The homepage, being the front door of the website or the brand, is where a customer would go to find out more about a company and what it does. It would be a marketers job to pin point the things to be done that may seem like a mystery, and also justify the reason behind personalizing a website. This is done to get closer to a global maximum. After reaching a maximum on the current site and years of conversion optimizations and iterations, the best possible version of the existing design can be arrived at. When A/B testing returns insignificant results, a completely different site with higher conversion rates and engagement to reach closer to the global maximum benchmark needs to be designed.
Increasing Lead Quality – Observing that the existing home page fills the sales funnel with not-so-great leads and people wind up in conversations with sales figures, the experience has to be redesigned so that folks understand the value. Supporting account based marketing efforts by being highly intentional with who you sell to and nurturing them with personalized content should be the goal. After knowing why you are personalizing, the next question becomes what are you personalizing and for whom? The ‘for whom’ part is the starting point. It’s the best starting point for any personalizing campaign. You must define your audience before you decide on the experience that they are in for. Defining your audiences takes time and is a worthy investment as it is the foundation of a campaign. Here are a few traits of a ‘good’ audience.
-They should identifiable and you should have a way of technically identifying the thing that makes a visitor part of a specific audience.
-They should be valuable when measured either with volume or strategic importance.
-They should be different enough for you to record their unique experiences.
With these traits in mind, you can define your audience under ‘who a visitor is’ and ‘what a visitor does’. To sum it up, unique experiences were created for current and prospective customers that are part of a target account list and their IP addresses identified. Geography, known customers and engaged visitors under a different heading were considered. Once audiences are defined, you are ready to dissect your page and identify the places you want personalised. Write to us on how your website personalizing program was executed.