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Guide: How to Dynamically Personalize Your Shoppers’ Website Experiences

by | May 17, 2022 | eCommerce, Guides

The guide is hot off the press and ready to help explain some of the core concepts of dynamic website personalization – plus how to get started. Check it out here: How to Dynamically Personalize Your Shoppers’ Website Experiences

Why Personalize?

Why does website personalization actually work? That’s the starting point here. Maybe it’s intuitive or obvious to you – perhaps common sense at this point, it’s 2022 after all! 

But it’s interesting to revisit quickly to confirm core understanding of why there is value and why that value emerges.

The outcome we see time and time again is that individualized experiences – or content customized to broader cohorts that share similar attributes – turns into better engagement rates, better conversion rates, and higher AOV, LTV, and ROAS.

So when we look at answering “why”, there are a few angles – some obvious and some a bit more interesting…

First, a philosophical standpoint: most people prefer to be treated as individuals. By tailoring content to each person instead of treating all people uniformly with generic messages, you give them an experience that makes sense for who they are. 

Next, a more tactical take: individuals do indeed have specific preferences. If you display a message or product that they care about – versus one that doesn’t interest them – their attention and engagement is more likely to be captured. Basic psychological principles are involved with recognizing and directing attention to the familiar.

Finally, a slightly more abstract – and less “emotional” and “human” point of view:

The idea is that… we don’t know why it works! However, we do know that statistically some inputs lead to some outputs very reliably. A simple example might be: when the weather is above 80 degrees, the subway trains tend to run late much more frequently. 

For this example, there’s like a slew of complex systems-thinking interactions that may cause behavioral changes and physical environment changes that ultimately have an impact on subway trains, conductors, foot traffic, or some other intricacy. But the point is: I don’t really need to know “why” – I just know that I can reliably plan ahead to avoid delays and leave early if the weather forecast is over 80 degrees.

This is a “data science” approach, determining statistical probabilities and high co-incidence rates between attributes and outcomes. So it’s a bit of a “cop-out” answer when asking: why. But in short, it’s because: math!

Moving on…

Taking Steps Forward on your Website

Once it’s established that this tactic is valuable and we have a better understanding of why – especially with that third “answer” – it’s easier to start imagining the pieces coming together to build a personalized experience on your website. 

It should be pretty straightforward (for someone… or some software) to build and calculate the correlations in all that data. And there is plenty of data following around visitors within your website: from landing page to final action. 

Plus there’s tons of other data: related to products themselves; to transactions and their metadata; to historical customers with survey responses and demographics; and so forth.

All of this and more is described in our guide. We describe the process of getting started with dynamic website personalization. Take a look and get started on this highly valuable optimization technique!

You can read or download the guide here: How to Dynamically Personalize Your Shoppers’ Website Experiences

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