PlaybookUser Status Personalization: How to Personalize the User Experience for Different Levels of Users

Objective

In a world where content is king, personalization is key.

This mantra is especially true when it comes to user status. Depending on a user's status – whether they are a customer, leads, or just browsing – the content and experience presented to them should be tailored accordingly.

Here are three reasons why you should do personalization based on user status.

  1. It creates a better experience for customers and leads.

  2. It helps you capture more leads.

  3. It can increase your conversion rate.

How to personalize

Before diving into how to personalize, let's quickly look at what user status is.

User status is a measurement of the progress that people have achieved on their user journey. For example, if someone has just signed up for an account, they would be at the new user stage.

Based on user status, customers can be classified as:

  • Non-Users

  • Users

    • Based on Authentication

      • Anonymous User

      • Logged-In User

    • Based on Usage Rate

      • New User

      • Regular User

      • Loyal User

  • Ex-Users

Although we divided user status into three groups, you can create more subgroups to create more personalized experiences.

Here are the steps for personalization based on user status:

  1. Defining audiences. In our case, non-users, users, and ex-users.

  2. Identifying intent signals.

  3. Choosing content elements to personalize.

  4. Creating content variations for each audience group.

  5. Attaching these variations to the audiences.

Intent Signals

Page Engagement

Click Events

Conversion Events

Effect

As a business, it's important to think about the different ways you can engage with your customers and prospects.

Different experiences for users and non-users are something that should be considered in order to better understand how to engage with potential customers.

This will help ensure that both groups have a positive experience while using your product or service.

Personalized experiences for each group can result in more conversions due to a better understanding of what the user wants and needs.

By providing a tailored experience specifically designed for each group, you are more likely to convert leads into customers.

See it in Action

Personalizing Top Bar Banner on Sezzle Based on User Status

Sezzle User Status Personalization - After
Personalized
Sezzle User Status Personalization
Original

About

Sezzle is a payments company on a mission to empower the next generation financially.

Sezzle’s payment platform increases the purchasing power for millions of consumers by offering interest-free installment plans at online stores and in-store locations. When consumers apply, approval is instant, and their credit scores are not impacted unless the consumer elects to opt-in to a credit building feature, called Sezzle Up.

Technology Stack

Logo Contentful CMS

Contentful

Contentful is a content management developer platform with an API at its core.

Next.js

Next.js

Next.js is an open-source React front-end development web framework

Personalization Process

Step 1: Defining Audiences

Before diving into the personalization, first, we need to define whom Sezzle is going to personalize for.

In this step, we determined that there are only two customer segments:

  • Users

  • Non-Users

Step 2: Identifying Intent Signals

Although different intent signals can be used, in this case, our intent signal will be whether or not a visitor has an account.

Users → There is an account

Non-Users → There is no account

Step 3: Choosing Elements to Personalize

After defining the audiences, it's time to choose which content elements to personalize.

Again, we'll personalize only one element to keep this case study simple and to the point.

This element is: Hero (Top Bar) Banner.

Step 4: Creating Variations

So far, we've defined audiences, intent signals, and elements to personalize. Now, it's time to create variations of chosen elements for defined audiences.

In our case, we'll create different hero banners for different audiences.

Users → 5% discount code on their next shopping

Non-Users → 15% discount on their first shopping

Step 5: Attaching Audiences to Variations

After defining which components to personalize and creating variations for these components, it's time to attach audiences to these variations.

The Bottom Line

Are you currently providing different personalization experiences for your users and non-users?

If not, you should consider doing so.

Here are three reasons why you should create different personalization experiences for your users and non-users:

  1. It creates a better experience for customers and leads.

  2. It helps you capture more leads.

  3. It can increase your conversion rate for the desired action.