{"id":38491,"date":"2016-09-07T13:31:25","date_gmt":"2016-09-07T13:31:25","guid":{"rendered":"https:\/\/vwo.com\/blog\/?p=38491"},"modified":"2025-05-05T13:39:14","modified_gmt":"2025-05-05T08:09:14","slug":"kickstart-your-personalization-program","status":"publish","type":"post","link":"https:\/\/vwo.com\/blog\/kickstart-your-personalization-program\/","title":{"rendered":"Kickstart Your Personalization Program With This 4-Step Guide"},"content":{"rendered":"\n<p><span style=\"font-weight: 400\">Today\u2019s leading online enterprises know the key to cracking higher conversions\u2014providing relevant experiences to users through <a href=\"https:\/\/vwo.com\/personalization\/\">personalization<\/a>. There is a large amount of data across the Internet that reinforces the power of <a href=\"https:\/\/vwo.com\/website-personalization\/\">website personalization<\/a>. CMO by Adobe, for example, compiles interesting <\/span><span style=\"font-weight: 400\">data about personalization<\/span><span style=\"font-weight: 400\"> from different sources to present a complete picture on personalized marketing:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">The in-house marketers who are personalizing their web experiences see, on average, a 19 percent uplift in sales.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">About 94 percent of customer insights and marketing professionals across multiple industries suggest personalization is &#8220;important,&#8221; &#8220;very important,&#8221; or &#8220;extremely important&#8221; for meeting their current marketing objectives.<\/span><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><a href=\"https:\/\/vwo.com\/website-personalization\/#guide-download\"><span style=\"text-decoration: underline\"><em>Download Free: Website Personalization Guide<\/em><\/span><\/a><\/h2>\n\n\n\n<p><span style=\"font-weight: 400\">While enterprises understand <\/span><span style=\"font-weight: 400\">how important it is to craft relevant content and <a href=\"https:\/\/blog.hubspot.com\/marketing\/psychology-personalization\/\" target=\"_blank\" rel=\"noopener\">experiences<\/a><\/span><span style=\"font-weight: 400\"> for users, how do they go about doing it? For those interested, this blog post chalks out a 4-step approach for <a href=\"https:\/\/vwo.com\/blog\/how-personalization-helps-deliver-the-right-experiences-to-visitors\/\">implementing website personalization<\/a>:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">Identify the segments to target.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">Plan the personalization campaign.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">Implement the campaign.<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">Measure success from personalization efforts.<\/span><\/li>\n<\/ul>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Identifying the Segments You Want to Target\" id=\"identifying-the-segments-you-want-to-target\" data-menu-id=\"identifying-the-segments-you-want-to-target\" style=\"text-align:left\">Identifying the Segments You Want to Target<\/h2>\n\n\n<p><span style=\"font-weight: 400\">Segmentation begins with knowing who your visitors are and segregating them into different segments, based on certain traits or characteristics. Google Analytics, for example, is a great tool to help you do that. You can slice and dice your visitors&#8217; data, based on various attributes to identify segments that drive significant traffic to your website. Further, Google Analytics can give you a lot more than just traffic numbers. If you have \u201crevenue tracking\u201d in place, you can identify specific segments that bring you the highest conversion rate as well as absolute sales figures. These are the segments you should be <a href=\"https:\/\/vwo.com\/blog\/how-audience-targeting-helps-you-build-personalized-experiences\/\">targeting<\/a>.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">If you have a <a href=\"https:\/\/vwo.com\/blog\/interview-conversion-rate-optimization-key-components\/\">CRO program<\/a> in place, you can also look at the past A\/B test results to identify segments that you might want to target. <\/span><span style=\"font-weight: 400\">Run post-test segmentation<\/span><span style=\"font-weight: 400\"> and drill into the results to look at individual segments that won higher conversions, or <\/span><span style=\"font-weight: 400\">find hidden winners<\/span><span style=\"font-weight: 400\">. For example, you could run post-test segmentation and find out whether <em>social<\/em><\/span><i><span style=\"font-weight: 400\">&nbsp;traffic<\/span><\/i><span style=\"font-weight: 400\"> got you more conversions compared to<\/span><i><span style=\"font-weight: 400\">&nbsp;direct traffic<\/span><\/i><span style=\"font-weight: 400\">.<\/span><\/p>\n\n\n\n<p><a href=\"https:\/\/vwo.com\/customer-data-platform\/\"><span style=\"font-weight: 400\">Creating thorough customer profiles<\/span><\/a><span style=\"font-weight: 400\"> is a traditional method of segmenting visitors. A customer profile could be based on the following:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><b>Demographic information<\/b><span style=\"font-weight: 400\">: Age, gender, location, ethnicity, and marital status<\/span><\/li>\n\n\n\n<li><b>Psychographic information<\/b><span style=\"font-weight: 400\">: Interests, values, hobbies, and likes\/dislikes<\/span><\/li>\n\n\n\n<li><b>Firmographic information<\/b><span style=\"font-weight: 400\">: Company name(s), size, industry, revenue, and roles<\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400\">While demographic and psychographic information is important for consumer marketers, firmographics are used by B2B marketers. You can extract psychographic information by using website cookies. On the other hand, you can ask users directly for firmographic and demographic information.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">For instance, the following image shows an ideal customer profile for an automobile website. It lists important information which is required for creating profiles of target customers\u2014demographic information of the users, the type of engagement shown on the website, and the type of products they intend to buy or already own.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Enterprises also need to understand why it is important to target a certain segment. Is it that the segment that they want to target drives the major share of revenue for your website? Target your most valuable visitors to achieve your personalization goals. <\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">If an eCommerce enterprise observes that people in their mid 20s account for 70 percent sales of their sports equipment, it could run a campaign for that segment showing a separate section devoted only to sports goods on the home page. <\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">B2B marketers can target segments per industries such as healthcare, BFSI, or government. These segments can be targeted by either offering a product with personalized messaging or offering different products to different segments. <\/span><\/li>\n<\/ul>\n\n\n\n<p><span style=\"font-weight: 400\">Enterprises can also run <a href=\"https:\/\/vwo.com\/glossary\/personalization\/\">personalization<\/a> when they have a segment-specific business goal in mind. For example, if the objective is to increase hiring from a specific region, visitors from that region should be targeted with a personalized message or content on the website. Here\u2019s a case study on how <\/span><span style=\"font-weight: 400\"><a href=\"https:\/\/vwo.com\/glossary\/geo-targeting\/\">geo-targeting<\/a> helped VWO increase the <a href=\"https:\/\/vwo.com\/glossary\/click-through-rate\/\">CTR<\/a> to its careers page by 149 percent<\/span><span style=\"font-weight: 400\">. Similarly, if an eCommerce enterprise that caters to global markets wants to introduce a new product for a specific region, it can run personalization on its website for visitors from that part of the world. <\/span><\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Planning the\u00a0Personalization Campaign\" id=\"planning-the-personalization-campaign\" data-menu-id=\"planning-the-personalization-campaign\" style=\"text-align:left\">Planning the\u00a0Personalization Campaign<\/h2>\n\n\n<p><span style=\"font-weight: 400\">Enterprises planning for personalization needs to consider its \u201chow\u201d and \u201cwhere\u201d:<\/span><\/p>\n\n\n<h3 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level2\" data-menu=\"How Should They Target the Segment\" id=\"how-should-they-target-the-segment\" data-menu-id=\"how-should-they-target-the-segment\" style=\"text-align:left\"><span style=\"font-weight: 400\">How Should They Target the Segment<\/span><\/h3>\n\n\n<p><span style=\"font-weight: 400\">One message does not fit all. For instance, an eCommerce enterprise can target two different subsegments from a certain main segment, that is, women aged between 20-30. The first subsegment can be of \u201cfashion-conscious and impulse\u201d buyers. The other subsegment can be of those women who make only carefully thought-out, high-end luxury purchases. Both the subsegments drive a large percentage of sales to the accessories section of your website. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">User behavior information such as &#8220;number of sessions to transaction\u201d by using cookies&nbsp;can help classify users into these segments. An impulse buyer would complete a purchase within a single session, while a carefully thought-out purchase might take multiple sessions before a visitor converts.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">For the first segment, you can run <a href=\"https:\/\/vwo.com\/blog\/personalized-ecommerce-for-better-sales\/\">personalized cross-sell campaigns<\/a> on products for which they show the intent to purchase. For the second segment, consider targeting a lookbook that shows how your high-end products such as platinum\/diamond jewelry can seamlessly blend with their outfit and add a charm to the wearer\u2019s personality.<\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Here is another example. A B2B software company first might want to show a basic product video to a first-time visitor on the website. Later, the company might target a one-to-one live product demo offer to someone who has visited the site multiple times and looks highly engaged. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">A <\/span><span style=\"font-weight: 400\">Hubspot post which lists 3 examples of <a href=\"https:\/\/blog.hubspot.com\/marketing\/website-personalization-examples-dynamic\/\" target=\"_blank\" rel=\"noopener\">personalization<\/a>,<\/span><span style=\"font-weight: 400\">&nbsp;talks about how Lynton personalizes its home page for new and repeat visitors. The CTA on the home page shown to first-time visitors says \u201cLearn About Inbound,\u201d while the CTA for repeat visitors reads \u201cStart Your Project Today.\u201d Hubspot\u2019s hypothesis behind running this personalization campaign could be that while new visitors might be interested in knowing more about inbound, the repeat visitors might already have explored enough on inbound and now need to start their learning. With the goal of increasing clicks from both new and repeat visitors, they showed personalized CTAs to both segments.<\/span><\/p>\n\n\n<div class=\"wp-block-image wp-image-38489\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"203\" src=\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2016\/09\/lynton-first-visitor-300x203.jpg\" alt=\"Personalizing CTA for new visitors\" class=\"wp-image-38489\" \/><figcaption class=\"wp-element-caption\">CTA on <a href=\"https:\/\/www.lyntonweb.com\/\" target=\"_blank\" rel=\"noopener\">Lynton<\/a> Homepage for New Visitors<\/figcaption><\/figure>\n<\/div>\n\n<div class=\"wp-block-image wp-image-38490\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"203\" src=\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2016\/09\/repeat-visit-300x203.jpg\" alt=\"Personalizing CTA for repeat visitors\" class=\"wp-image-38490\" \/><figcaption class=\"wp-element-caption\">CTA on Lynton Homepage for Repeat Visitors<\/figcaption><\/figure>\n<\/div>\n\n\n<p><span style=\"font-weight: 400\">Another widely used method is geo-targeting visitors from different countries, using their <\/span><i><span style=\"font-weight: 400\">native language<\/span><\/i><span style=\"font-weight: 400\">. A post on QuickSprout talks about how <\/span><span style=\"font-weight: 400\">Neil Patel increased search traffic by 47 percent by translating his blog in 82 languages<\/span><span style=\"font-weight: 400\">.&nbsp;<\/span><\/p>\n\n\n\n<h2 class=\"wp-block-heading has-text-align-center\"><a href=\"https:\/\/vwo.com\/website-personalization\/#guide-download\"><span style=\"text-decoration: underline\"><em>Download Free: Website Personalization Guide<\/em><\/span><\/a><\/h2>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Where on the Website Should Personalization Be Implemented\" id=\"where-on-the-website-should-personalization-be-implemented\" data-menu-id=\"where-on-the-website-should-personalization-be-implemented\" style=\"text-align:left\">Where on the Website Should Personalization Be Implemented<\/h2>\n\n\n<p><span style=\"font-weight: 400\">After identifying the segment, you should target and craft a messaging strategy for them. The next thing that enterprises need to find out is where to place personalized content on their websites. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">Identify the pages that you should be running your personalization campaign on. Should it be the product page that has a large amount of traffic? Probably yes. Should it be the checkout page for eCommerce? Probably not. Look at your website analytics data (in Google Analytics, for example) to identify pages that drive high traffic. You could also look at specific pages where the segments are browsing\/arriving mostly. <\/span><\/p>\n\n\n\n<p><span style=\"font-weight: 400\">The next step is to identify areas on your webpages that fetch maximum attention or engagement. <\/span><a href=\"https:\/\/vwo.com\/insights\/heatmaps\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">Scrollmaps and Heatmaps<\/span><\/a><span style=\"font-weight: 400\">, for example, will show the scroll depth of your page or help identify the sections of the webpage that are highly attention grabbing. These tools help you understand:<\/span><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">On your B2B website, whether the eBook you have targeted to get more sign-ups from your <\/span><i><span style=\"font-weight: 400\">eCommerce clients<\/span><\/i><span style=\"font-weight: 400\"> should be placed in the middle of the website scroll or pushed to the top. <\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">On your eCommerce website,\u00a0whether you should place the lookbook for your fashion-oriented segment of women on the top of the page or on the left.<\/span><\/li>\n<\/ul>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Running a Personalization Campaign\" id=\"running-a-personalization-campaign\" data-menu-id=\"running-a-personalization-campaign\" style=\"text-align:left\"><span style=\"font-weight: 400\">Running a Personalization Campaign<\/span><\/h2>\n\n\n<p><span style=\"font-weight: 400\">To run a personalized campaign, using a preferred tool, enterprises can <em>design and modify different variations<\/em> of their website for varied segments they want to target. <\/span><span style=\"font-weight: 400\">For example, one of the personalized variations of your website could be <\/span><span style=\"font-weight: 400\">targeted at mobile traffic<\/span><span style=\"font-weight: 400\">. This variation can be a modification that displays less content compared to the content that the desktop version displays. (The hypothesis is that \u201cmobile users want to go through minimal content.\u201d)<\/span><\/p>\n\n\n\n<p>With VWO Personalize, you can trigger numerous personalized experiences for your website visitors at the right place and at the right time. You can make these experiences relevant and contextual with VWO Personalize being deeply integrated with your data layer. You can build delightful customer-focussed journeys by prompting each experience campaign at the right time. Those triggers could be based on visitors\u2019 persona or events like when one refreshes a page, when they\u2019ve scrolled a certain depth, to the time they\u2019ve spent on a page, among others. <a href=\"#free-trial\">Take a free trial<\/a> or <a href=\"#request-demo\">request a demo<\/a> with our product experts to understand this personalization platform in detail.<\/p>\n\n\n\n<p><span style=\"font-weight: 400\">You can also test your personalized experiences by setting up target segments within your personalization tool. In VWO, for instance, you can either choose a predefined segment or define a custom visitor segment for different variations. Next, &nbsp;set up a conversion goal that you want to track on running the personalization campaign. Tracking CTA clicks on a variation that has been personalized or tracking revenue from the personalized home page variation created for business-class travelers\u2014the goal should be exactly what you want to achieve with your personalization efforts.<\/span><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"272\" src=\"https:\/\/static.wingify.com\/vwo\/uploads\/sites\/3\/2016\/09\/goal-300x272.jpg\" alt=\"creating personalization goal\" class=\"wp-image-38486\" \/><\/figure>\n<\/div>\n\n\n<p><span style=\"font-weight: 400\">When the segmentation is applied to the created or modified variations, you are ready to run your personalization test campaign.<\/span><\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Measuring the Impact of Personalization\" id=\"measuring-the-impact-of-personalization\" data-menu-id=\"measuring-the-impact-of-personalization\" style=\"text-align:left\">Measuring the Impact of Personalization<\/h2>\n\n\n<p><a href=\"https:\/\/vwo.com\/ab-testing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400\">A\/B testing<\/span><\/a><span style=\"font-weight: 400\"> is one approach to measure the success of your personalization campaigns. You can run your personalization campaign as an A\/B test. If your campaign delivers a win, you should replicate its success by planning and running more campaigns on similar hypotheses. If it fails to achieve the goal, identify and record the reasons for what went wrong. <a href=\"https:\/\/vwo.com\/blog\/ab-test-results-analysis\/\" target=\"_blank\" rel=\"noopener noreferrer\">Maintaining a repository of learning<\/a> is essential to refrain from committing the mistakes of past A\/B tests and running smarter campaigns in the future.<\/span><\/p>\n\n\n\n<p>Google Analytics conversion funnels also can help measure the impact of personalization. To see how successful you have been in your personalization efforts, compare your target metrics for the period before you implemented personalization with that of the period after it. Gauge the same conversion funnel for the same amount of time, and see the difference in results if any.<\/p>\n\n\n<h2 class=\"js-cro-guide-subheading gtm_heading \" data-level=\"level1\" data-menu=\"Conclusion\" id=\"conclusion\" data-menu-id=\"conclusion\" style=\"text-align:left\">Conclusion<\/h2>\n\n\n<p>Running personalization requires enterprises to answer a number of questions regarding for whom and why the personalization campaign being run for, how and where on the website will the campaign be run, and what results will the personalization efforts reap. With our 4-step approach to personalization, you can effectively implement your campaign.<\/p>\n\n\n\n<p>Are you personalizing your CRO campaigns? Write to us at marketing@vwo.com<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Today\u2019s leading online enterprises know the key to cracking higher conversions\u2014providing relevant experiences to users through personalization. There is a large amount of data across the Internet that reinforces the power of website personalization. CMO by Adobe, for example, compiles interesting data about personalization from different sources to present a complete picture on personalized marketing:&#8230;<\/p>\n","protected":false},"author":117,"featured_media":38493,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":8,"footnotes":""},"categories":[10576],"tags":[],"feature":[],"industry-type":[],"product":[],"role":[],"region":[],"class_list":["post-38491","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-personalization"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A 4-Step Guide To Kickstart Your Personalization Program<\/title>\n<meta name=\"description\" content=\"Learn how to effectively plan and implement your personalization program, and measure it&#039;s success with a 4 step approach.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/vwo.com\/blog\/kickstart-your-personalization-program\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A 4-Step Guide To Kickstart Your Personalization Program\" \/>\n<meta property=\"og:description\" content=\"Learn how to effectively plan and implement your personalization program, and measure it&#039;s success with a 4 step approach.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/vwo.com\/blog\/kickstart-your-personalization-program\/\" \/>\n<meta property=\"og:site_name\" content=\"Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/vwoofficial\/\" \/>\n<meta property=\"article:published_time\" content=\"2016-09-07T13:31:25+00:00\" \/>\n<meta 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