Personalization

Your customers expect a personal touch when buying from your brand. That means it’s your responsibility to provide relevant content that helps them along their customer journey. Personalization refers to the process of providing that content to the right person, at the right time.

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What are the benefits of personalization?

Personalization helps you develop long-lasting, profitable relationships with your customers. By providing one-to-one experiences, you’re able to engage them in a way that makes them want to do business with you. This results in stronger brand loyalty, more ecommerce sales, and a higher customer lifetime value.

What’s the difference between A/B testing and personalization?

A/B testing means that you pick two variables, split traffic between two pages that present those variables, and determine which generates the best overall conversion rate.

Personalization presents variables based on the attributes of individual users. So instead of grouping traffic into Variation A or Variation B and serving only Content A or Content B, your customers get content specific to them. The delivery of the content is based on machine learning and predictive data models.

For example, let’s say you have a returning customer who purchased a facial cleanser 4 weeks ago. Your personalization software knows that customers tend to buy facial cleanser once a month, so it serves this customer a banner for 15% off their next facial cleanser purchase. The customer adds that item to their cart, grateful that you reminded them to stock up before they run out.

What personalization strategies can I use for my brand?

With the right technology in place, you can serve highly relevant content to your users in the form of:

Dynamic Content: Generate banners, CTA buttons, and other on-page elements that move your user through their customer journey.
Recommendations: Show products that your user is likely to buy based on their navigation behaviour, search history, and purchase behaviour.
Overlays, Popups, & Notifications: Depending on where your user has shown interest, serve them relevant promotional content through overlays, popups, and notifications.
Product Badges: Use product badges with social proof, scarcity, or urgency to drive conversions.
Search Personalization: Display items in search that your users are likely to buy – based on how they’ve interacted with your website or your app.

Personalization could drive your revenue up by as much as 15%. And Coveo’s ecommerce platform makes it easy to implement effective personalization. Click here to see how you can leverage Coveo for your brand.