The Fundamentals of Website Personalization Strategy [Part 6 of 6]
Welcome to our six-part series on building a successful website personalization strategy. This is the final post in the series. Want the full picture? Start from the beginning!
In the last post, we discussed tactics, the final planning stage of your personalization strategy. In this post, we talk about the testing, measuring, and learning necessary to optimize a website personalization strategy.
Personalization is in the website optimization category for a reason: optimization is a process—it’s never done. If you think about it, all of marketing is a process. How often marketers revisit each element varies, but nothing we do—from updating nurture series to account prioritization—is every really done. In reality, website personalization, like marketing, is an iterative process requiring constant optimization towards a success metric.
How often should you optimize web personalization? We encourage customers to think of two main types of personalization programs: always-on and conversion-based.
Always-on personalization programs are the strategic messaging for your website. For example, a marketer might choose to personalize their homepage hero for target industries or company sizes. Because always-on personalization plays might not point directly to a point of conversion, we encourage marketers to measure success based on website engagement metrics like bounce rate, time on site, and click-through rate. After some initial testing and calibration, the customer might choose to revisit these messages only as often as they update personas, campaign themes, or positioning. On average, customers choose to update strategic messaging on an annual basis.
Conversion-based personalization programs support a specific marketing program. For example, a marketer might choose to serve a fly-in promoting a whitepaper to target prospects who have not yet viewed that asset. Much like marketers use channels like paid media, social, email, and direct mail to support a program, conversion-based website personalization should be used to support specific marketing goals like event registrations, resource downloads, contact us requests, or cross-sell inquiries. On average, customers choose to update conversion-based personalization plans every three months, which tends to align with quarterly marketing goals and planning cycles.
Be warned! Most marketers want to do everything at once. Our customers find the most success getting up-and-running quickly with one to two conversion-based programs while they take more time to build out always-on personalization programs. Over time, our most advanced customers are able to successfully run multiple conversion-based programs at a time.
What solution are you optimizing towards? Understanding your audience? Increasing conversions? Expanding accounts? With the goal in mind, execute on steps one through four of the website personalization strategy and then iterate. Below are the steps to maximize and optimize web personalization strategy.
Optimize Web Personalization to Results
- Review audience insights – Have the target personas changed? What’s the biggest segment of the website audience that is not getting personalization?
- Review conversion-based program success – Did the stated programs meet their goals in the given time period? How much success was attributable to personalization programs?
- Review audience health – What percent of each target audience converted? Did engagement metrics improve, hold steady, or decline?
- Review content feedback – What is the most popular content topic by audience? What content type performed best?
- Review organizational goals – Did what are the upcoming marketing goals? Do your personalization programs need to chance to support them?
Web personalization, like marketing, is a process. It takes a plan, discipline, and dedication to optimize. It takes technology, data, and expertise to be successful. The personalization experts at Bound partner with innovative marketing organizations to guide strategy and optimize web personalization to meet their marketing goals.
If you’re interested in seeing if website personalization is right for you, request a personalization consultation today.
Download the eBook The Fundamentals of a Successful Website Personalization Strategy: The Focus Required to Earn Results to learn more!