In today’s digital-first world, personalized website experiences are not only desired but expected. Between 72% of consumers only engaging with personalized messaging and a rapidly-increasing number of online competitors, you’re losing out on valuable conversions if you’re not taking the time to create a personalized experience for your visitors.
In order to effectively personalize your website, you first need a tool to help you test and implement personalized messages and content for your visitors. There are various kinds of website personalization software to help you do this, and it’s critical to determine which approach will meet your needs and help you drive meaningful results.
Let’s discuss the steps you can take to find the right website personalization software for your business.
How Website Personalization Works
Before you can select the right website personalization software for your business, you need to understand the different approaches to website personalization and how they work.
The two most common website personalization approaches are rules-based personalization and predictive personalization. With rules-based personalization, marketers manually configure rules (“if this, then that” statements) to show a specific experience to a certain segment of their target audience. With predictive personalization, machine learning predicts the best page experience to show to each visitor and adapts over time as their behavior changes. Instead of using fixed rules that you need to manually set up, predictive personalization uses various data points to deliver a hyper-personalized experience that resonates with each unique visitor’s interests.
Take a deeper dive into each of these website personalization methods here.
Factors to Consider When Choosing a Website Personalization Tool
Now that you understand the ways website personalization can be carried out, keep this in mind as you research various vendors and see how their solution works through a demo. As you narrow the field of vendors down, here are some key factors to consider.
Website personalization software might specialize in one business model over another. For example, a certain tool may have more experience helping e-commerce companies avoid cart abandonment than helping B2B companies personalize their eBook download forms to drive more submissions. This is why it’s critical to ensure the tool you select can accomplish the right use cases for your business model and your goals. Consider which turnkey use cases they have readily available as well as their ability to build out custom use cases for your unique needs.
As you determine whether or not a vendor can meet your use case needs, take the time to read case studies to see 1) how a customer executed a use case step-by-step with this software and 2) if the customer realized meaningful results. Reviewing social proof from businesses similar to your own will also help you determine whether a particular solution allows you to increase and measure the metrics most important to you. This will not only show you that the vendor is successful in helping its customer drive results but will more easily enable you to get buy-in internally from other stakeholders.
As with any major investment, it is critical to know whether or not a website personalization vendor has reliable customer support. Ask potential vendors about their onboarding processes, regular customer support hours, and how they handle urgent requests outside of their regular hours.
If your website team is new or still growing, you might ask vendors about adding support hours to your contract to help advise on your personalization strategy, set up tests, and more. This can help you align with people who have a lot of insight into website personalization and, of course, add extra manpower to a small team that is likely juggling multiple priorities.
Machine Learning (ML)
If a vendor claims their software is powered by machine learning, you want to understand how exactly their ML works to enhance the personalization and how else it benefits you, such as reducing manual work. Ask potential vendors the following questions regarding machine learning:
- How does your solution learn? (The solution should learn and improve on its own over time.)
- How often is your model updated? (The model should be updated regularly — ideally continuously — so that it impacts what your visitor sees in real time.)
- How transparent is the system? (Look for systems that transparently report decisions so you can see which variations were shown to each individual.)
- Which statistics do I need to know? (Don’t be intimidated by a complex system. A well-designed system will manage the heavy-lifting for you so you can easily review and understand your results in a user-friendly dashboard.)
Using Machine Learning-Based Software to Personalize Your Website
No matter what line of business you’re in, the benefits of machine learning-based website personalization software are undeniable. Machine learning collects behavioral data (e.g. actions a visitor takes on your site), demographic/firmographic data (e.g. their company size and industry), and contextual data (e.g. time of day they visited your site), and then compiles that data to predict the ideal version of the web page that addresses each individual’s unique needs and interests. As user behavior inevitably changes over time, machine learning adapts to these changes and adjusts the experience accordingly so it constantly resonates with the visitor.
With Intellimize, you can personalize your website using machine learning to drive AI Optimize. By delivering highly responsive, personalized website experiences, you can turn website visits into money.
Request your demo today and see how Intellimize can help you drive more conversions by pairing your great ideas with machine learning.