Hyper-personalization is known to increase e-commerce conversions by over 300%. No wonder, then, that it’s a trending topic in the retail industry. But what is hyper-personalization and how do we implement its strategies?
Sagepath has demystified how to hyper-personalize a customer's experience on your website. Whether you are a B2B or B2C retail business, the same personalization methodology can be applied. Personalization is not a quick endeavor; nor is it a quick fix. Business strategists, data scientists, user experience experts and content strategists must work together to drive a personalization strategy and execution. Furthermore, after hyper-personalization has been set-up on your website, on-going optimization and testing must take place to keep the model working effectively.
Hyper-personalization is the combination of explicit and implicit personalization … two elements that must be defined concurrently to effectively deploy hyper-personalization on your website. Here are the steps for implementing explicit and implicit personalization:
Explicit personalization is rule-based personalization. Rule-based personalization means that based on a user's previous actions or engagement, the marketing system has scored that individual and has then displayed content associated to the next buying phase, previous products or services viewed, or related products or services.
Explicit personalization is executed on a website by taking the following steps:
- Identify and define business goals
- Identify and define website visitor conversion goals
- Identify and define the technical tag applied to each point of conversion
- Define the useful data attributes to save when each tag is triggered by a user's action
- Work with your development team to add the identified tags to each conversion goal
- Score website visitors based on interactions with these tags
- Develop a strategy for executing personalized content within components on the website
- Develop personalized content for users who reach certain score thresholds
Implicit personalization is persona-based personalization. Persona-based personalization means that based on a user's previous or real-time browsing activity on the website, the marketing system has scored that individual against content that has been attributed to a persona. Once the user has a high propensity to a specific persona, then the system displays content associated to that persona. Most often, personas are oriented by product or service interest, buying stage, or customer type.
Implicit personalization is executed on a website by taking the following steps:
- Identify and define targeted user personas
- Identify content per persona
- Score content against each persona
- Develop a strategy for executing personalized content per persona
- Develop personalized content for users who inherit specific personas
Hyper-personalization can be accomplished when you set up a strategy that marries your explicit personalization rules with your implicit personalization rules in your content management system. Hyper-personalization is the act of pushing targeted content based on a user's past actions and the user's assigned personas within the system. When hyper-personalization is applied to a website, on average, a customer's brand loyalty increases because the customer recognizes your brand, making their experience easier and more efficient by serving up relevant content based on customer’s habits, likes and dislikes.
The bottom line is that retailers must begin investing in hyper-personalization strategies in order to optimize each customer's path to purchase.
Have questions? No problem. Reach out to us and we’ll apply our proven strategy and process to help you define your hyper-personalization execution model, and start driving conversions up as much as 300%.