1.2. What customer data do you need for website personalization?
Posted: Tue Dec 24, 2024 10:58 am
There are two main types of website personalization:
Embedded content: This involves changing the native, base content of the website (for example, adapting a headline to appeal to the interests of some percentage of visitors or embedding an extra offer for some other segment). It’s the least intrusive form of web personalization, since visitors will simply browse the site and digest the personalized content as they go, without necessarily even noticing that they’re seeing personalized content.
Overlays: These lay over the background content and conceal some part of it. The most common types of overlays are popups and sticky bars. They’re usually more intrusive (since they appear automatically), but they’re also easier to notice, and they have much better conversion rates than embedded forms of personalization.
Getting the most out of your personalization efforts will require using both types of messages.
When you think of web personalization, you probably think immediately of Amazon.com.
Every time you visit, you see switzerland customer email list your own personalized homepage, put together by the latest and greatest AI based on behavioral data like what you’ve browsed or purchased previously.
Amazon using behavioral data to show recommendations
Wouldn’t it be great to have a homepage as personalized as Amazon’s?
The first thing you’ll need is the right customer data.
As you can probably guess, Amazon does have an advantage in this aspect compared to your average small business. The good news, though, is that every online business has access to plenty of customer data.
Embedded content: This involves changing the native, base content of the website (for example, adapting a headline to appeal to the interests of some percentage of visitors or embedding an extra offer for some other segment). It’s the least intrusive form of web personalization, since visitors will simply browse the site and digest the personalized content as they go, without necessarily even noticing that they’re seeing personalized content.
Overlays: These lay over the background content and conceal some part of it. The most common types of overlays are popups and sticky bars. They’re usually more intrusive (since they appear automatically), but they’re also easier to notice, and they have much better conversion rates than embedded forms of personalization.
Getting the most out of your personalization efforts will require using both types of messages.
When you think of web personalization, you probably think immediately of Amazon.com.
Every time you visit, you see switzerland customer email list your own personalized homepage, put together by the latest and greatest AI based on behavioral data like what you’ve browsed or purchased previously.
Amazon using behavioral data to show recommendations
Wouldn’t it be great to have a homepage as personalized as Amazon’s?
The first thing you’ll need is the right customer data.
As you can probably guess, Amazon does have an advantage in this aspect compared to your average small business. The good news, though, is that every online business has access to plenty of customer data.