Top 3 Reasons to Personalize Your Content to Users

Amazon.com is my go-to site for new electronics. Last month, I was in the market for a new pair of headphones. It had been on my mind for a while. I had been to Amazon.com more than a few times, carefully browsing headphone options. Every time I would return to the site, it knew what I was looking for based on my past behavior and readily reminded me with relevant product recommendations. It’s safe to say I’m now a proud owner of a new pair of Sony headphones.

There are so many opportunities on the horizon, from mobile exclusives to geo-located offers to better filtering and searching. We’ve only scratched the surface of what’s possible with personalization.

Michelle Peluso, CEO, Gilt Groupe

Digital marketers think that personalization is hard. But it doesn’t have to be.

With the release of Woopra’s AppConnect and the newly formed partnership between Optimizely and Woopra, you can easily personalize your website content based on the actions your users take on your site or in other applications connected to the AppConnect ecosystem.

Here are three great reasons why you should consider personalizing your website coupled with some personalization campaigns you can try yourself.

Reason 1: Today’s Shoppers Are Delighted by Personalized Content

75% of US customers appreciate when companies customize messaging and offers to them, but most companies struggle to achieve this in the digital space. When you couple this with the fact that your loyal customers spend 10 times more over their lifetime, it’s a no-brainer. Personalize your content and create happy customers.

Suggested Experiments with Woopra Labels:

• Personalize a landing page when a user clicks on an email. “Here’s your download, Chris!” sounds a lot better than a generic headline and could increase conversions.
• Create a tailored experience unique to users who have submitted more than two customer service requests.

Reason 2: Your Customers Are More Likely to Return

The average spend of a repeat customer is 67% more than a new one. Couple this with the stat that says, 56% of online shoppers are more likely to return to a site that recommends products and you have a winning combination. Use personalization to get your customers returning to your site for more.

Suggested Experiments with Woopra Labels:

• Target messaging with urgency (a time-sensitive discount or limited inventory) to users who have been to a category or product page multiple times in one month.
• Recommend products and offers based on previous search or purchase history.

Reason 3: Your Top Customers Are Worth More to You

Consider this: Your most loyal 20% of customers account for 80% of revenue. When a user hits your website or mobile app, it is key to differentiate and personalize content based on that person’s behaviors. Your repeat users will appreciate the effort you put into making their experience (shopping or otherwise) more pleasant and are more likely to continue their engagement. Take cues from your users’ behaviors to create compelling experiences and keep them engaged.

Suggested Experiments with Woopra Labels:

• Offer your repeat buyers the white glove treatment and present them with exclusive offers or merchandise to encourage their loyalty and engagement with your site.
• Personalize homepage or pricing messaging to users who have downloaded a piece of content or opened an email from you.

Turn Customer Data into Action: How Optimizely and Woopra Work Together

With the release of Woopra’s AppConnect and the newly formed partnership between Optimizely and Woopra, you can easily personalize your website content based on how users engage with you on your site and other touch points, such as email marketing. Our integration allows you to immediately turn any Woopra Label you’ve created into an Optimizely audience (shown below) that you can test or personalize to.

For example, you could show a customer that has spent $1,000 on handbags in the last 30 days, an exclusive offer for matching wallets. Another example would be to display offers to anyone that has abandoned a cart in the last week. The possibilities are only limited by your imagination.

To learn more about Optimizely, go to www.optimizely.com. For information on how to set up Woopra and Optimizely’s one-click integration go here.

The post above was written by Chris Tiutan, a Product Marketing Manager at Optimizely. He is responsible for launching new products and fostering growth for the Optimizely ecosystem. Follow him on Twitter at @tiutan.