Now that you have a personalization strategy, let’s go through how to successfully implement it.
Step 1: Segment your audience
We took you through different things to think about when defining your segments in the previous chapter. It is now time to concretely define your segments, in order to begin the implementation progress. Look at Google Analytics to determine how your customers use your site, and what their needs, motivations, pain points and goals are with regarding to your product or service. Decide how large your segments will be. It is best to start by keeping it simple, choosing a few large segments. Once you have implemented these you will be able to take a more granular approach with your segmentations, opening your business up to more personalization opportunities.
The first step to implementation is always a structured and thoughtful approach to segmentation.
Step 2: Prioritize
Once you have decided what segments and strategies might be useful for your personalization campaign, you need to start thinking about what to prioritize. When it comes to prioritizing your ideas, you should always think about potential gain. Run through each of your ideas and ask yourself questions like: if it’s successful, how much will my sales/ customer engagement? Is this idea going to be implemented on a high traffic page? Another factor to consider when deciding what to implement and when, is ease of implementation. For example, it is much easier to start with the quick fixes rather than starting with a personalization idea that involves a structural UX change. With all things implementation, it is important to fully understand how difficult it is to implement each idea before deciding which ideas to try out first.
Step 3: Rank your segments and your actions
Now that you have implemented some personalization, you’ll need to be careful in ranking your segments and actions. For example, one user might fall into several segments all sending different personalized call to actions. You’ll need to ask yourself if these call to actions are complementary or conflicting. If they conflict, you should only show the user one of them. Which call to action should you prioritize? Which is the most relevant segment for this user? These are all questions that you should be asking yourself when you are ranking your segments and their associated actions.
Step 4: Find out what’s working and what’s not
Personalization works. But this does not mean all attempts all personalizing content for your users will work in helping you to achieve your goals. After you implement your various personalizations and rank them, it’s important to measure the customer response to them. To do this, you need to determine what key performance indicators (KPI’s) are relevant to your business. For example, if the goal of implementing personalization is to increase user engagement, or promote branding, a KPI you might want to track is time spent on site. Use Google Analytics to measure the average time spent on site before implementing a specific personalization strategy, and measure it again after implementing personalization. If you see an upward trend towards users spending more time on your site, try doubling down on your specific personalization strategy. If there is no upward trend, consider implementing a new strategy, such as a new pop-up or greeting message. If you aren’t seeing the results you had hoped for, don’t be discouraged. Small things make a big difference, such as changing the wording of a greeting message or the shape of a call-to-action button. Keep trying new strategies, keeping the one’s the work and scrapping the ones that don’t.
Step 5: Repeat step 1-4 and move through the personalization maturity model
As you start implementing more personalization strategies, you can begin to track your business’s movement through the personalization maturity model. What stage of the personalization maturity model is your business at? The goal is to get to 1:1 customer personalization, as it allows you to gain the most value from each customer. However, this is also the most sophisticated form of personalization. Amazon and Netflix use 1:1 personalization, offering customers unique optimized options that are based on the individual behaviors of the customer. This 1:1 personalization is almost impossible for B2B though, as there are simply are not enough data points (traffic, interactions on site, etc.) to personalize at this level of specificity. For B2B businesses, an ideal level of personalization would be micro segmentation, where you have many specific and narrow segments.
Essentially, as you personalize more and determine what works, you can make your segments narrower and narrower until you understand your customers enough to personalize on a more micro level, or if possible at the individual 1:1 level.