The Personalisation Challenge
Personalisation from a marketing perspective isn’t anything new, but many marketers find it difficult to get started. If you have a company with 5 personas and 10 products, it seems you need 50 variants of content to meet all the needs which often becomes the blocker.
Both Charles and I agree that the best approach is to start small. Choose one of the most popular products and start personalising there and measure its effectiveness before diving into other areas.
Are any companies getting it right?
A lot of people think Amazon is the king of personalisation. And whilst they are an incredible example of a company doing personalisation, they don't always get it right. Amazon is a huge organisation, with a lot of resources so we strongly suggest looking internally and understanding your own consumers and focus there.
The companies that are getting it right are those that are keeping things simple. Using the dynamic capabilities of text content with emotive resources such as images and video make for strong personalisation.
Kin + Carta has helped an automotive business in the UK to get started with personalisation using Sitecore. Together we chose their most popular model from their range and their “Book a test drive” journey. By profiling the model pages and building some simple rules-based personalisation on calls to action, we drove an increase of 20% in online sign-ups.
Using Sitecore to deliver personalized experiences
Sitecore is a digital experience platform equipped with numerous features which can help to deliver personalised experiences. Its core personalisation feature is one in a whole toolset of optimisation techniques that can improve the customer experience and their journey. Amongst the features, there are a couple of items that are essential if you want to use personalisation.
The first is that you have some goals set up on the platform, allowing you to measure the effectiveness of any activity you do. The second is to understand the areas of your site where components are used. This will allow you to identify what sections you can change based on the information you have about a visitor.