One-size-fits-all is a concept of the past. Today's discerning consumers demand more — they demand experiences that are not just engaging, but also relevant. This is where behavioral personalization comes into play, transforming the way global marketing websites and e-commerce platforms interact with their audience.
Our playbook, "Getting Started to Behavioral Personalization to Better Tailor Experiences", will guide you on this exciting journey. It all starts with showing a relevant, personalized CTA, message, offer, and content to website visitors. But we're not just talking about any random personalization. The key here is to align these elements with the buying behavior of your visitors.
Why is this so critical? The answer is simple — conversions.
Every interaction on your site is an opportunity to convert a visitor into a customer. By tailoring the user experience based on individual behaviors, you're not just showing your audience that you understand them, but also making the path to conversion smoother and more compelling.
Before jumping to the details, here's a short video showcasing personalization based on behaviors with Ninetailed:
How Pets Deli Increased Its Conversion by 51% with Loyalty-Based Personalization
Pets Deli, a market leader in the European Direct-to-Consumer (D2C) pet food industry, recognized the power of personalization and took a strategic approach towards it.
They did not just offer a generic experience to all their website visitors. Instead, they meticulously analyzed their customers' past purchasing behavior and identified distinct customer segments. The brilliance of their strategy did not stop there.
For each customer segment, Pets Deli created a unique set of prices and promotions — ones that resonated with the specific needs and preferences of that group. This wasn't about random price variations or promotional offers. This was about understanding what their customers valued and tailoring their offerings accordingly.
The result? A 51% increase in conversion rates!
By offering personalized experiences that appeal to their customers' unique needs, Pets Deli not only enhanced their customers' shopping experience but also significantly boosted their bottom line.
How to Create Behavioral Personalization
Step 1: Defining the Audience and Creating Personalized Content
Understanding your audience is the first step towards effective personalization. A critical aspect of this understanding is segmentation - dividing your audience into distinct categories based on their behaviors. These categories, or segments, allow you to fine-tune your personalization efforts and deliver experiences that resonate with each group.
Here are a few segmentation examples based on behaviors:
B2C SaaS: In a B2C SaaS environment, audience segmentation can be as follows: New Customers, Freemium Users, and Paid Customers. Each of these segments has different needs, expectations, and behaviors. For instance, freemium users might respond better to upselling strategies, while new customers could benefit from welcome offers or onboarding support.
E-commerce: If you're in the e-commerce space, consider categorizing your audience into New Customers, Irregular Customers, and Loyal Customers. The buying patterns of a loyal customer will be distinctly different from a new customer, requiring a tailored approach. While new customers might appreciate introductory discounts, your loyal customers might value exclusive offers or loyalty rewards. Here is an example of audience segmentation based on number of purchases happened within a specific time frame:
B2B SaaS: For B2B SaaS businesses, audience segments could include New Customers, Self-Serve Customers, and Enterprise Customers. The scale of their requirements and their decision-making process will vary greatly. Personalized onboarding might be crucial for new customers, while enterprise customers might need personalized support and service offerings.
Remember, these are just examples. The key to effective segmentation is to understand your own audience's behaviors and tailor your segments accordingly. Once you've defined your segments, you can create personalized experiences that hit the mark every time, driving engagement, satisfaction, and conversions.
Once you have your audience defined, the next step is to create personalized content that resonates with each group. This involves tailoring your message to reflect the preferences, needs, and aspirations of your audience segment.
Here is an example from Pets Deli:
Step 2: Testing the Personalized Experience with Ninetailed’s Preview Widget
Since personalized experiences are for specific audiences and based on specific conditions, previewing a personalized experience can be a challenge. This is where Ninetailed’s Preview Widget comes into play.
With Ninetailed’s Preview Widget, you can preview all of your experiences. All you need to do is:
Choose the audience from the list
Select the personalized experience you want to preview
Step 3: Analyzing the ROI of Personalization
Up until this point, you read how to define audience segments and create personalized experiences inside your CMS and preview all the personalized experiences you created.
How do you know if your personalization efforts are working?
This is one of the major challenges for marketers today. However, with Ninetailed, you have everything you need to segment your audience, personalize the experiences, and analyze the results.
With Ninetailed’s Experience Insights, you can easily:
Understand the impact of personalization on conversion value and conversion rate
Display the conversion uplift and the additional number of leads you successfully converted with personalization
Compare the personalized variant with the control group at ease
By focusing on these essential metrics, you can easily track the success of your personalized experiences, make data-driven decisions, and optimize your strategies for maximum effectiveness.
Ninetailed’s Insights capabilities don’t stop there. Ninetailed also offers Audience Insights and Component Insights.
Determining what content to experiment with or personalize starts with understanding your audience segments. Audience Insights visualizes the number of profiles and sessions your audience segments had over time.
You can use this information to identify the audience segments with the highest impact for personalized and/or experimental content.
Now you know the details about your audience segments. So, which content should you personalize first?
Component Insights, another addition to Ninetailed’s segmentation capabilities, is the feature that shows you which content components are seen how many times by specific audience segments.
Component Insights tabulates what content entries specific audience segments have seen. You can use this information to identify the highest-impact content entries for personalized and/or experimental content.
The Bottom Line
Personalization is no longer a luxury—it's a necessity. As we've seen in our playbook, personalization can significantly enhance the performance of your website experience and customer engagement. However, implementing personalization can often seem daunting, especially when it involves coordinating multiple elements like ad content and landing page experiences. That's where Ninetailed comes in.
Ninetailed revolutionizes the process of creating personalized experiences based on behavioral triggers, making it easier and more efficient than ever before. Here's how:
Everything Is Inside the CMS
With Ninetailed, you don't have to juggle multiple platforms or tools to create personalized experiences. Everything is housed within the CMS. This means you can easily create your target audiences and create personalized experiences inside your content solution. It streamlines the process, saving time and reducing complexity.
Independence from Developers
Personalization doesn't have to mean endless back-and-forth with your development team.
With Ninetailed, you're in control.
Ninetailed seamlessly integrates with your content management system, meaning you can create, modify, and publish personalized experiences without the need for coding knowledge or developer assistance. This empowers you to react quickly to market trends, adjust personalized experiences on the fly, and maintain the momentum of your marketing efforts.
Leverage Your Own Data
One of the most powerful aspects of Ninetailed is its ability to leverage your own data. You can use insights from your customer data to inform your personalization strategy and tailor landing page experiences to match your audience's preferences, behaviors, and needs. Plus, Ninetailed's flexibility means you can adapt and refine your approach as new data comes in, ensuring your personalization strategy remains as dynamic and responsive as your audience.
In conclusion, personalization is a potent tool in the arsenal of any digital marketer. With Ninetailed, harnessing this power is easier and more accessible than ever before. By keeping everything inside the CMS, eliminating dependency on developers, and allowing you to leverage your own data, Ninetailed equips you with everything you need to create compelling, personalized experiences that boost the performance of your websites.