With the billions of different websites and products on offer across the Internet, content personalization has become an essential part of digital marketing.
Personalized content makes your prospective customers feel special, comfortable, and understood. It also helps them find what they are looking for more quickly and they will therefore feel happier and more satisfied with the product they’ve purchased or the information they have found.
A personalization platform tool will make the process of personalization a lot easier and less stressful for business owners and marketers. Integrating a personalization solution into your digital marketing strategy will improve your customer experience and, as a result, improve your sales.
There are a myriad of personalization platforms for businesses to choose from and selecting the right personalization platform tool for your website can be overwhelming. You need to find a personalization solution that is reliable and effective, especially if you’re a newbie and still honing your content personalization skills.
Here are some key features to look out for when evaluating the various personalization platforms available:
1. Allows you to analyze the visitors’ behavior before they even get to your website.
2. Adapts the content on the landing page according to this behavior.
3. Displays different menus for different visitors.
4. Ensures visitors that have seen you subscription pop-up and subscribed are never bothered by it again.
5. Automatically divides your audience geographically and suggests an offer particular to that area.
6. Uses machine learning to identify patterns in user behavior and then presents specified content accordingly.
7. Offers targeted content based on users current actions.
8. Has A/B testing functionality.
9. Offers content personalization and user analytics.
10. Offers cart abandonment and customer retention functionality.
Be sure to allow yourself enough time to test the various personalization platforms because until you have tried it yourself you won’t know how it works, how easy it is to use, or whether it is the personalization solution best suited for your needs. It is best to do your research and testing of the personalization platform tools before you start setting up campaigns. It can be extremely frustrating to set up your entire campaign without proper testing, not to mention the amount of time you will have wasted. Also remember that just as your users will experience your website differently, you will also experience personalization platform tools differently. So, don’t automatically go with a colleague’s recommendation as it may not be the most suitable personalization solution for you. Taking time to do a proper evaluation will save you time and money in the long run.
Before you even start searching through personalization platforms, identify what your primary objectives and needs are. This will help you narrow down the options. Once you’ve decided on the features you’re looking for in a personalization tool you can then find which of the features you require are offered by each platform and request a demo for those which meet your criteria.
