Personalizing content can have a large impact on how engaged your users are. Learn how to personalize quickly with Sitefinity and keep your users interested.
User experience is often associated with design and look and feel, or how something functions. What is often overlooked is how much content can impact the experience. It can influence whether a user leaves your site or engages further. One of the most common ways to increase user engagement is through personalization.
Personalization is the act of modifying the experience to deliver one that is unique and filled with relevant content based on a visitors’ needs and wants. Sure, we all know what personalization is, but when it comes to business and personalizing the experience it gets a to be a little fuzzy.
What most of us are familiar with is personalization in the context of ecommerce, especially when it comes to the consumer space. Think about the last time you purchased something online, e.g. Amazon. You were most likely were shown one or two products that could be sold or bundled with the product you were interested in. Additionally, you were probably shown products like the one you were looking to purchase, or even products that were purchased by others when considering your product. I don’t know about you, but I am often clicking on these suggestions, just to see if I will find something that is a better fit for what I am looking for. Why? This content draws me in because it is relevant, and it relates to what I am doing in the moment.
When this is applied to the B2B space, it may not appear to be as simple or direct as recommending like products. But rather, we may take a subtler approach, such as showing content based on a visitor’s role/profile or based on a previous behavior that a user performed. For example, if you know the role of the user is from a specific industry, such as healthcare, we may show images that represent the medical industry, or provide content that showcases our product in the context of their industry, such as HIPAA-compliance, or you may want to provide more detailed industry-specific content such as a technical whitepaper or a how-to document. Depending what we know about someone, we may even want to serve them up a promotional discount if they clicked on the pricing page.
No matter the situation, we are modifying the experience to deliver a unique experience, one that is more relevant to the visitor. To get started, there are a few things you need to think about.
Some example of personalization that we have used Sitefinity and DEC for include:
Once you have your pieces, now you are ready to start building your experience.
If you have a system like Sitefinity, personalizing the experience can be quite easy.
In line with the steps above, you first need to define your audience / user segment. The key to this step is understanding your segment enough to identify that characteristic that will separate them from the rest of the audience. Sitefinity gives you several options to assist in your segmentation ranging from profile fields, URLs (landing page or just visited), personas, lead score, or even behavioral data within the Digital Experience Cloud (DEC). Some examples of behaviors could be as simple as visiting a page, downloading a PDF, or even watching a video. Other examples can be a little more complex, like submitting a form to download a product trial, or requesting information or a demo.
Once your segment is defined, navigate to the page in which you would like to personalize. Sitefinity gives you the option to personalize the entire page, or to personalize by widget. No matter which option you choose, personalizing the content is as easy as updating the content. The only difference is creating that personalized version for you to edit.
Now remember, personalization is not an end state. You must iterate on it, to ensure you stay in tune with your visitors’ evolving behavior. To help you do this, Sitefinity has reports within DEC so that you can understand the engagement and conversion of personalization by segment. So be sure to constantly monitor the success of your experiment and tweak if needed.
As you can imagine, personalization can be quite a big undertaking. If you are starting off, pick a project or two in which to experiment with. You can learn from these experiments and quickly build upon your personalization strategy at your own pace.
Megan Gouveia is a Sr. Digital Marketing Manager at Progress Software. She has spent the past 10+ years managing large-scale website initiatives to improve the overall user experience and increase lead generation. Recently, she has turned her focus to personalization and optimization, delivering data-driven custom experiences for each visitor to the website.
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