To drive more leads, conversions, and sales, it's essential to track and monitor customer behavior. However, with the multitude of visits from anonymous users, sorting through that data can pose a daunting task.
Fortunately, there are now real-time methods available to track activity across websites, which gives marketers unrivaled accuracy when evaluating their most popular content. From there, these methods also allow marketers to personalize content based on each user's unique browsing history.
Personalization of content takes the guesswork out of analyzing customer behavior. By using the data collected from factors such as most frequently visited pages, campaigns with the most clicks, and the most read articles and blog posts, you can deliver a personalized site experience on every visit and deliver the right content to the right person at the right time. Being able to take this approach puts you on the fast track to more leads, more conversions, and more sales.
Content personalization starts with having the insight into what you should deliver and to whom. A built-in web analytics module can track each customer's browsing history and automatically aggregate that data in the order you designate -- by number of visits, which products were purchased the most, and the campaigns that had the most clicks.
So what are some of the ways website content can be personalized? Depending on which behavior you want to look at, content personalization can be applied to a litany of factors. They include:
- Customer behavior: With the right tools, this is a highly effective method of personalizing content on a webpage. Factors such as visited pages, downloaded content, campaign clicks, and knowing where each customer is in the buying process are exactly what marketers need to personalize the experience for each customer.
- Device preferences: Did the user log in with a mobile device? Or from a desktop PC that person has used before? Even something as simple as storing the username and password to circumvent logging in can make a huge difference here. What if the customer forgot their password? It's often a hassle to reset it, which could be frustrating.
- Demographics: The tried-and-true method of personalization still holds value today. Typically, demographics include age, gender, location, and job title, and those factors lay a good framework for getting a broader sense of your overall customer base.
- Anonymous segmentation: Most web traffic comes from anonymous visitors, as opposed to registered users of a site. What if there was a way to segment those anonymous users based on the factors listed above? It would present a golden opportunity to personalize content for that anonymous audience, which could shorten the sales cycle.
No matter the behavior you choose to target, the results of content personalization give you the ability to segment a group of customers by that specified behavior.
Segmentation is the marketing practice of dividing a customer base into specified groups based on psychographic or behavioral attributes. Segmentation allows a company to optimize marketing, sales, and product offerings to match customer interests and allows for precise alignment between these two areas.
The data gathered from personalization can then be used in creating segmented lists of the visitors who might be the most likely to come back, who were most engaged with your content, and who would be most likely to purchase more products. These custom-built lists can then be given to sales teams so they can contact the hottest leads with precise timing.
Segmentation works seamlessly with personalization to create a very effective marketing strategy. Combining these tactics is a growing trend within online marketing, as 37 percent of marketers are already choosing to segment campaigns based on behavior. Even as you read this, that number is on the rise, and will continue to grow as more companies adopt new digital marketing strategies.
Why does segmentation matter? Well-defined segments mean more targeted messages and programs that resonate greater with buyers. The added insight collected by segmentation then produces faster results for marketing and sales teams alike, including:
- Faster close times
- Higher response rates
- Shorter conversion cycles
- Bigger sales
- Easier engagement
- Higher customer loyalty
- Higher ROI
Not only does segmentation put marketing and sales teams on the fast track to these results, but it also can give a more accurate profile of a company's typical or ideal buyer. This can further reduce the sales cycle and quickly identify the prospects most likely to buy. This leads to a broader understanding of the scope of your market. It also allows for a better understanding of your ideal buyer, and also for a more detailed view of your entire customer base.
Most notably, when used in tandem with personalization, the power of segmentation is maximized to its full potential and equips marketing teams with the information and insight paramount to success in the digital age.
Thom Robbins is chief evangelist at Kentico.
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