Imagine visiting a website and seeing products, content, and messages that exactly meet your needs and interests. As you browse, the content you are offered helps you choose which product is right for you, saving you time and energy; moreover, the discount they offer you for subscribing to the newsletter is dedicated exclusively to the category of your interest….how to resist??? Since this is not an impulse purchase this first visit will be followed by subsequent visits, and the more you visit the site, the more it seems to know you. In fact, it does not just suggest the product you were looking at the previous time but also related products that are actually interesting. You notice moreover with great pleasure that the emails you receive are actually all relevant and centered on the product you are interested in, a real help in guiding you in choosing the best product; finally not the usual generic newsletters! Now I have a couple of (rhetorical) questions for you about the experience just described:
- Compared to the totally depersonalized experiences we have on a daily basis, wouldn’t that be a better experience?
- Experiencing such an experience, would you still also visit other sites with a generalist approach that also deal with the same products?
This site, even though it has not dialogued directly and in person with you, has succeeded in establishing a relevant relationship and has therefore significantly raised the likelihood that you, after buying a first time, will continue to visit it.All of this is actually very similar to what happens to us with our favorite physical stores, the ones in which we are pleased to return to browse by being advised by an experienced salesperson.If you are skeptical and want to find out how Marketing Personalization positively affects conversion rates and Customer Lifetime Value we recommend reading this article: Marketing Personalization, an indispensable element of your strategy….ifyou are still not convinced try to think about how giants like Amazon or Netflix personalize the proposition for each of their individual customers.
But is all this really possible?
Thanks to evolved Marketing Personalization platforms, not only do we have the ability to recognize users-understanding, for example, whether they are new anonymous users to be convinced in a first purchase or our VIP customers to be pampered-but we can always show them in real time the products, content, or messages that may interest them most.
All of this can already be integrated into your website today,without the need for any demanding technical intervention or excessive investment
This, which might appear to be a dream, is actually possible today under certain conditions:
- Being able to recognize and segment their users, profiling them
- Being able to automatically and dynamically customize your website
If you would like to learn more about user profiling you will find a number of articles about it on our blog:
- Do anonymous users really exist? 3 examples of effective profiling
- Tricks and strategies for effective profiling
- User profiling: anonymous users, registered users and customers
In the next articles we will discover together how customizing the different elements of your own website, can play a key role in improving your short- and long-term results, making your online business more profitable and sustainable.
