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Whistle Stop Consulting | Political Digital Marketing Consultants

Personalization & Targeting

personalization & targetingContent personalization and behavioral targeting are the next 2 big things that are going to give you the conversion lift you want. Both of them should be looked at seriously by anyone looking to keep building their audiences and increasing conversions.

A survey by Adobe and Econsultancy finds that 52% of digital marketers consider the ability to personalize web content to be fundamental to their online marketing strategy and key to them reaching their ROI. When sites are personalized by using data the visitor has previously provided, or targeted by factors such as geo-location, ip-address, referral source or another factor, your efforts are rewarded with hicher conversion rates, lower bounce rates and increased time on site and page views per session.

No Two People Relate in the Same Exact Way

Succeed With USPeople visiting your site have different intentions: some are there to buy something, others simply doing research, and some might be trying to get a job with you. Then you got your first time visitors, and returning ones. Despite of this, most websites and landing pages display exactly the same content for all visitors – no matter what they’re searching for or how they got there in the first place. These websites try to appeal to a wide range of visitors simultaneously.  Trying to appeal to many generally leads to fewer conversions.

Content personalization lets you target different content to different types or groups of visitors based on their behavior or other factors.

How Does Content Personalization Work?

It works by looking at the data that is available to you about the visitor – things like location, keywords they searched for, ads they clicked in, whether they’ve been to the site before and also things like buying history – and compares that against a set of variables that you have put in place.

Those personalization and targeting variables could include:

  • Location – city, country, region
  • Device – iPhone, iPad, Android phone/tablet, Windows, Mac, Linux
  • Search keywords – did they arrive while searching for shoes or shirts?
  • Visitor frequency – First , second, third, fifth time visitor?
  • Date and time of day, proximity to payday
  • Referring URL – where did they come from?
  • Customer history – have bought before, what, how much did it cost?
  • Sessions behavior – navigation clicks, page views

There are many more variables which can be taken into account like age, gender etc – possibilities are pretty much endless and it depends a lot on how much info you have about that customer already.