A personalized gift that says “I really know you” from someone you know is more thoughtful than a non personalized one. But if it’s a personalized gift from a stranger it’s kind of creepy.
Is a personalized experience on the web any different and would you even realize your web experience is being customized to you?
Is personalization the next big thing in conversion rate optimization? Let’s take a look at the data on how companies using personalization to improve user experience.
My take on personalization is that it works best if you have at least a bit of trust or a relationship with the brand or website. That can be as simple as opting in or subscribing to a membership.
- 52% of digital marketers surveyed by Econsultancy and Adobe agree “The ability to personalize web content is fundamental to their online strategy.” 27% disagree. Is this a sign of things to come as we move closer to Big Data? Amazon and Netflix have been doing personalization successfully for years.
- 41% of those surveyed are committed to providing a personalized web experience, however 32% say the “Tech” often holds marketers back with a limiting content management system. Despite this 37% are targeting personalized content in real-time.
- Personal data collected
- Browser history
- Purchase history
- On-site behavior
- User Preferences
What is the impact on ROI for personalization?
- 88% Said social graph personalization has the highest impact
- 77% Said personalization based on purchase history has the highest impact
- 70% Use increased conversion rates to measure the impact of personalization on ROI
The data in the Infographic from which this post was inspired and based on is taken from the fifth Econsultancy / Adobe Quarterly Intelligence Briefing and is based on findings from a survey of around 400 marketers in Europe and the United States.
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