When thinking about personalisation there are a few key questions that you need to consider.
- What customers are going to your Website?
- Ideally you can identify some key personas or segments to your customer base.
- What is the most important information that you would like to know about these customers?
- Life Stage, Category of Product interested in, Age, Location.
- What content would you show these customers armed with the above information compared to an anonymous customer?
- Special offers, Additional articles, Regional Pricing, Specific Benefits information
After considering the above my practical suggestion is to use the Sitecore xDB analytics report “Online interactions by page views” to find the 10 most popular pages. Using this data and business critical pages identify up to 5 pages you want to think about in regards to personalisation.
Now you have some key pages in mind and have thought about the first three questions let’s fill in the below table using the example of general insurance Website that offers Car, Home, Travel and Life Insurance.
|Home Page||Car Insurance||Travel Insurance||FAQ’s|
|Purpose of page||General information driving people to specific products||Selling Car Insurance||Selling Travel Insurance||Deep information about one or many products|
|What elements can change on this page||-Carousel
|-Sorting of FAQ’s
-Filtering of FAQ’s
|How can we change these elements based on Implicit Personalisation||A customer has been viewing 3+ Life Insurance related pages on the Website and returns to the homepage = We sort the Carousel to show the Life Insurance item first.||The customer has shown intent by viewing 3+ Car Insurance pages in addition to this they have viewed 3+ Home Insurance Pages = We can now show a Special Offer highlighting a reduction in premiums if we combine multiple policies.||The customer has shown intent that they are interested in Travel Insurance by clicking on 3+ Travel Insurance pages = We make the get a Travel Insurance special offer CTA more prominent at the top of the page.||Customer has clicked on 5+ Home Insurance related items = We sort the FAQ’s categories to show Home Insurance first.|
|How can we change these elements based on Explicit Personalisation||Google Ad campaign targeting Home Insurance is clicked = We then show highlight Home Insurance in the Carousel. First Promo Tile is changed to Home Insurance.||Facebook Ad campaign for Car Insurance has been clicked that is focused on under 25 year old Car Insurance = We highlight specific articles that relate to under 25 year old drivers. We also highlight a special offer to people that meet our under 25 year old criteria.||-We have detected the customer is located in the USA = We surface international Travel Insurance information and a special offer relating to instant cover.||Email Campaign has been sent to the customer and they have clicked a link highlighting Life Insurance = We filter the FAQ’s by the Life Insurance category by default with the ability to change this to other categories if needed.|
The above is simply an example of some different ways we can surface the right content at the right time to the right person.
You may have heard the term “low hanging fruit” in relation to personalisation. Work with your development team to pick the easiest items from the above table, which also give you the greatest business value. I would then suggest implementing them and analyse if you are getting uplift in the areas that you were expecting.
Once you have some knowledge of what’s working and what’s not working hopefully you can use this knowledge to keep optimising your site.
So now we have some knowledge let’s look at how to roll this out across the entire Website or at least the critical areas. The best way to do this is by thinking about Template/Content/Layout Types (Examples of these are Product Pages, Blog Articles, News Articles, FAQ’s, Home Page, General Content Pages). Once we have the most critical types of pages/templates identified we can then run through the same process that we went through above.
|Product Pages||News||Blogs||General Pages|
|Purpose of Template|
|What elements can change on this template|
|How can we change these elements based on Implicit Personalisation|
|How can we change these elements based on Explicit Personalisation|
So hopefully this article has given you some direction on how you can personalise your site.
Feel free to email me or get in contact if you need some advice.