Targeted web content can seem a complex topic and it can be difficult to know where to begin in defining a strategy.
This might go some way to explaining why 75% of marketeers have avoided taking on web personalisation so far. However, if you can approach it responsibly and have the right resources in place then you are almost guaranteed some success, as research shows, nearly all who have attempted some level of personalisation on their site have seen an improvement in their conversion rates.
You are better prepared than you might think to take on this challenge, as the number one method of personalised content in use today is email. So the chances are you’re probably already doing targeting on some level, and have an organisational starting point from which to build.
Web personalisation works in a very similar way, swapping CRM for CMS with a rules-based engine that serves up content to your audience. The main difference that you need to be aware of is that the personalisation is applied in real time, based on pre-defined criteria, that controls what content is shown to which person.
If you have a personalisation-ready CMS, there are some other weapons you really need to have in your arsenal if you are going to undertake content targeting successfully:
- Content that is semantically rich
- Enough of it to make targeting useful
- Analytics and tracking in place to gain insights
- Sufficient staff to maintain the content and make adjustments
If you have all of your content, staff and technology in place and take an approach to your strategy that respects your users privacy and embraces mistakes, then you too are well placed to join the those who are benefiting from improved conversion rates too.
*Why don’t marketers use personalisation? (2015). Marketing Week, pp.30-33.