Web personalization is about delivering targeted content and adaptive web experiences. Get it wrong, and you’ll confuse visitors.get it right and you’ll surprise and delight your web visitors while driving your website to new levels of effectiveness.
Web personalization is about delivering targeted content and adaptive web experiences based on what you know about each visitor. For ambitious web marketers looking for the next leap in returns, this is a massive opportunity. Of course, it's not without risks. Get it wrong, and you'll confuse visitors, waste resources and depress conversions. But get it right and you'll surprise and delight your web visitors while driving your website to new levels of effectiveness.
This includes any or all of the following sources of insight:
Your own personalization efforts can use as much or as little of this kind of insight as you need to drive the content you choose to present in each session.The point is not to make every session perfectly targeted from day one – just to improve the relevance of each session so the visit is more compelling. As the project proves itself, you can grow your ambition and sophistication.
I have previously blogged on this topic, but have since then expanded my research into the area and have come up with 5 principles that I think are important to consider if you want to get started and succeed with personalization.
All this needs to take place in days instead of weeks, so you need to get your people, processes and technology in sync.
5. Start small. Personalization projects die because they try to do too much too soon. Pick one or two of your low-hanging fruit and make them work before moving on to trickier stuff.
The guiding principles are speed and iteration. If you consider these 5 steps, then you have a plan that you can execute against. In coming posts, I will look further into the some principles to consider in the actual execution phase. Any comments, feedback and experiences that you can share are most welcome!